In 2019, he presided over the formulation of national standards for sleeping bags. In 2021, the products have been sold in more than 80 countries and regions around the world. In the field of outdoor sports, Naturehike is a YYDS (eternal god)-like existence.
The average annual sales have increased by more than 40%, and the hot-selling products have been sold short several times. Naturehike has always unswervingly followed the brand's path to the sea, standing at the forefront of the market, and following the pace of Amazon, one step at a time, and a global multi-site realization flowering.
The editor interviewed this big coffee in the field of outdoor sports to reveal the secrets of Naturehike's store opening in depth, and quickly take notes!
In recent years, outdoor camping activities and outdoor adventure sports have become more and more popular among people, especially young people.
During the holidays, taking a break from the heavy work and going to nature to breathe a few breaths of fresh air has become the choice of many people now.
Many new outdoor methods have also entered the public eye. For example, "exquisite camping", which is more sophisticated than traditional camping, has quietly emerged, and many new camping methods have been launched one after another. With the further improvement of the consumption level and the demand for outdoor activities, people have found that this "pleasant, exquisite and leisurely" lifestyle is not out of reach!
"Playing outdoors" is hot, and the outdoor sports equipment industry is also on fire.
Naturehike has long been aware of the trend of "outdoor economy", and products such as tents, mini folding tables and chairs, campfire cookware and other products have been favored by consumers at home and abroad.
Knowledge points have been drawn! In this issue, the editor will take you to understand how Naturehike seizes the opportunity for brand development, and how does it make local outdoor sports brands become the pioneers of domestic consumption?
1. Keep up with consumption, lead the trend, and make outdoor a way of life
As an outdoor sports brand integrating R&D, design, production and sales, Naturehike has been deeply cultivating in the domestic outdoor sports field for many years and has built its own reputation. In many overseas sites, Naturehike also has the strength to compete with international outdoor sports brands. One of the important reasons is to adhere to the road of brand development.
Based on the brand, from popular models to category expansion, from new acquisitions to global layout, Naturehike's counterattack can be summed up as "three steps".
The first step is to accurately locate users to create lightweight outdoor products
Before making brand positioning, Nuoke conducted sufficient research around target customers.
"Most domestic users are amateur players, and they prefer products with lower unit price and lower cost; while abroad, Japan and Europe are relatively advanced in outdoor areas, and there are many professional players, who pay more attention to the quality of the product itself and the storage Characteristics, in professional projects such as mountaineering, equipment even needs to be calculated."
Therefore, at the beginning of the establishment of the brand, Naturehike proposed the brand concept of "light outdoor and light travel", and is committed to providing high-quality and cost-effective lightweight outdoor products.
The second step is to deeply cultivate product quality and build a brand moat with innovation
Different from other domestic outdoor brands that mainly focus on offline, the first choice of Nooke is online, and it has chosen the cross-border e-commerce track. In the situation of many international big names, is there still room for local outdoor brands to attack?
Liu Xianghua: We must provide good products and services, because good reputation can bring continuous orders, so that more people will know our brand. Products and services are our core principles and have never changed.
In Liu Xianghua's view, high-quality products are the "stepping stone" to enter the overseas market . In terms of quantity and quality, Nooke insists on: it is better to have less selling points, but must give consumers a better experience. In addition, on the premise that the product quality is not inferior to other brands, the price advantage of Nooke is more prominent.
Liu Xianghua: In the future, we will continue to increase investment in R&D. Next, we plan to build another R&D center to form a real technical barrier for NOK.
For how to build a brand moat? Liu Xianghua mentioned three points: first, there must be cost-effective products with excellent value for money; second, the operation and service of the brand should be based on the perspective of consumers' preferences; finally, Liu Xianghua emphasized the importance of "original", he believes that , Original products, original technologies, and original designs are difficult for other brands to copy.
The third step is to develop off-site marketing to take advantage of the Internet celebrity effect to detonate traffic
With innovative design, high-quality products, and reasonable prices, Naoke's products have won the favor of overseas consumers soon after they were launched on Amazon, and many of them were spontaneously promoted by Internet celebrities, which gave Naoke's follow-up off-site marketing. 's motivation.
Liu Xianghua: In 2018 , we hadn't actually tried to drain traffic outside the station. There is an internet celebrity who often uses our products and actively asks us for samples. At that time, we happened to have a new tent with a price of 200 US dollars. He took our product and went to various places to do product evaluation and record it in the form of vlog. The promotional video brought us more than a dozen sales every day, and the sales of a single product exceeded 2,000 US dollars.
Tasting the sweet fruit of off-site marketing, Norke started to create its own channels on YouTube and Instagram, and selected KOL talents who matched the brand's tonality to carry out creative content marketing. Through the concept of "making outdoor a way of life" , which resonates with more users around the world.
Driven by the troika of "product power, marketing power, and brand power", Naturehike's footprints have spread to more than 80 countries and regions . Liu Xianghua mentioned that in 2021, Nooke's sales on Amazon will double to exceed 10 million US dollars, and will continue to expand the influence of the Naturehike brand around the world.
2. Do n't be the first, only be the only one.
As the best choice for many camping players, Naturehike's tents can be said to be "good-looking and hard-charging".
Not only has the appearance of light luxury and fashion, but also the details of small zippers, large cotton series fabrics, and breathable mesh, fireproof cloth chimney openings, all reveal the meticulous craftsmanship, no wonder even experts call it "not simple". !
Why does a tent continue to surprise consumers?
According to Liu Xianghua, the tents designed by Naturehike have undergone strict product testing, and professional outdoor sportsmen have participated in the whole process, and they will be improved and improved again after feedback from experience. As a veritable explosion, the upgrades have never stopped.
01Insight is the first tree hole to collect consumer voices
To stay at the forefront of the market, Liu Xianghua believes that "listening to consumers" is the essence of "leading consumers".
Nooke obtains consumer feedback from multiple channels:
1. Take a global view and get in touch with the most cutting-edge industry information and outdoor products;
2. Collect consumers' opinions with the help of offline supermarkets and dealer orders;
3. Participate in outdoor sports industry exhibitions, and communicate with distributors, cross-border e-commerce and other channel buyers and outdoor enthusiasts .
02 It's only a matter of time before more "boutique" thinking "explosive products"
Liu Xianghua: To make lightweight products like rods, the weight is basically 10 grams less, and the cost may be doubled. We are sacrificing sales to build a brand. Nowadays, consumption upgrades are being advocated. I believe that the more people use them, the higher the popularity will naturally be.
The meticulous attention to detail in the product has also made Naturehike attract the attention of many overseas professional players.
Liu Xianghua revealed a detail : In Japan and Germany, which have very strict product quality requirements, the product evaluation of Naturehike can reach 4.5 or more, and the return rate of the German station is even lower than 1%, which is enough to see the "hard core strength" of the product.
03Unwilling to be content with the status quo of products, build an innovative R&D team
Liu Xianghua: Many R&D personnel have developed experience in the tent category for ten or twenty years. They always feel that the product can be better. The product rating has been improved from 4.2 to 4.5, and they want this product to continue to develop.
Speaking of the R&D team of Nooke, Liu Xianghua couldn't hide his admiration. Naturehike has a product research and development department of nearly 40 people, and the total number of new products in 2020 exceeds 200. The consistent "prick" attitude has also become one of the important reasons why Naturehike's new products can be quickly recognized by the market and consumers after they are launched.
3. From rough to refined, increase the layout, keep up with the pace of Amazon to achieve [Global Store]
With the advent of the "camping era", camping travel is becoming a new outdoor culture and industrial chain, and many camping businesses are "hard to find an account". Riding on the hot wind of "camping", Norike took advantage of Amazon to enter the fast lane of brand development and brought Naturehike to a larger world stage.
Focus on refined operations to create new growth points of performance
01Personalized service exquisite camping subverts cognition
Even in the wild mountains and mountains, with the car refrigerator and coffee machine, can you make a cup of afternoon tea calmly? At night, can you sit by the campfire, have an outdoor movie, eat barbecue, and chat about life?
When outdoor enthusiasts are not only satisfied with simple accommodation and food and clothing, but gradually develop in the direction of refinement and scene, Nooke has always adhered to the path of refinement.
Committed to conquering consumers with quality and enhancing user stickiness with personalized services, Naturehike has also expanded from the original core industry line of "three major camping items" to nine product systems that cover more consumer needs.
For different sites, Nooke will also focus on it. Liu Xianghua mentioned that the market potential of the Japanese station and the European station is great. The natural conditions of these two stations are superior, the outdoor resources are abundant, and the outdoor crowd is huge . "The best opportunity.
02Flexible choice of logistics and distribution methods is the key to layout overseas warehouses
In cross-border e-commerce, logistics is considered a major difficulty by many sellers. During the epidemic, logistics costs have risen even more, but Nuoke has made a big article on "cost reduction and efficiency improvement".
The inherent advantage of "lightweight" determines the lower logistics cost, which helps NOKER to have more freedom in logistics choices. In terms of the first journey, the combination of railway, air and sea transportation is used, and the turnover of overseas warehouses is improved, which has also become the key to driving the brand to expand the international market.
03 Online and offline linkage promotion, cross-border joint name play out flowers
From increasing promotion on the site, reaching out to various social platforms outside the site, and holding offline sponsorship activities, Naoke has been exploring new models of brand marketing.
Liu Xianghua: We are going to make a joint IP with Dunhuang, a Dunhuang Feitian series of tents. Recently, we are organizing to study related oriental culture.
Liu Xianghua said that the joint venture between Naturehike and the Forbidden City has proved that the cross-border direction of the brand and Chinese traditional culture is right, which not only injects cultural genes into the brand, but also earns a "phenomenal" topic.
Taking advantage of Amazon's Dongfeng cross-border business soared
In 2018, Nooke was awarded the title of Amazon Global Expansion Seller. As a seller representative, Liu Xianghua stood on the Amazon podium for the first time, shared "business experience", recalled his journey in Amazon, and many "first" experiences left a deep impression on him.
01 Amazon Global Store Manufacturing +: Start a new journey for brands to go overseas
"We settled in at the end of 2017. At the beginning, our performance in Amazon was not very good. Thanks to the manufacturing + project, we have gained more experience and resources to build brands."
Through the guidance of Amazon's localization team, Naoke not only has a more accurate grasp of seasonal sales trends, but also is more handy in localization operations, helping the Naturehike brand to achieve rapid growth.
02Brand Protection Tool: Protecting Brand Image and Consumer Experience
"We have also encountered malicious hoaxing, and later used Project Zero, which is really like a nuclear weapon, helping us to eliminate counterfeit goods."
Norco has also joined the Transparency transparency program. Liu Xianghua believes that now is not the era of illegal operations. In the future, healthy development and compliant operation are the kingly way. Amazon's brand protection tools maintain the brand's image from the source, and also establish consumers' confidence in the brand.
"Move" to global camping as a "guest"
Naoke has always stood at the forefront of the market, deeply insight into consumers, and used differentiated cost-effective strategies to stand out in the fierce brand competition. From popular tent items to outdoor product ecology, from testing water marketing to keeping up with hotspot layout IP marketing, Naoke always takes product quality as the core, adapts to market development with R&D innovation, and serves brand consumers with refined operations, so that " "Made in China" has a place in the global outdoor industry.