Outdoor apparel market, offline marketing strategy, Chinese mainland market, KOL marketing, en vironmental protection and sustainable development
Abstract
Since the rise of outdoor wind in 2021, along with improving living standards and enhancing health awareness among residents in mainland China, outdoor sports have gradually become part of people’s daily lives, promoting the rapid growth of the outdoor apparel market. However, with the rise of e-commerce, offline marketing faces unprecedented challenges and opportunities. This study takes the outdoor apparel market in mainland China as an example, focusing on the offline marketing strategies of brands in this market, including how brands attract consumers through physical stores, experiential activities, community building, and other methods. the research used methods such as literature review, market research, and case analysis to analyze the market performance of local and international brands and the strengths and weaknesses of their marketing strategies. The research results show that there is significant brand homogeneity and that consumers are increasingly demanding products that are functional, environmentally friendly and that they can identify with. Meanwhile, digital marketing is becoming increasingly important in the market, and brands have successfully expanded their brand influence through social media, KOL marketing, live streaming, and other methods. The research concluded that brands need to continuously upgrade in technological innovation, consumer experience, environmental sustainability, etc., and enhance their competitiveness through online and offline omnichannel marketing strategies to cope with the increasingly fierce market competition.
