Domestic professional single-item brand product R&D is polarized

　　Market competition is intense, often synonymous with high sales volume and profit margins. In outdoor gear, clothing, footwear, and backpacks have the broadest consumer base—whether you're planning a picnic, a camping trip, or aiming to climb an 8,000-meter peak, these items are essential. Often, one of the criteria for determining whether a brand qualifies as a comprehensive one is whether its product line covers these categories.

　　For those domestic brands that focus solely on producing a specific type of product, they must contend with competition from both similar brands and international or domestic comprehensive brands. In product R&D, even more effort is required. By comparing the technical specifications of their new products, we can see that different brands show clearer choices between specialization and mass appeal in their product positioning.

　　Among such specialized single items, the more successful ones are usually those that have immersed themselves in a particular field for many years. Qiangyang’s backpacks are a prime example. The original pioneering backpack took four years of refinement before its launch and became a classic model. This year’s 2013 edition photography chest pack, designed specifically for outdoor mountaineering, also incorporated nearly five years of feedback from hikers, resulting in significant improvements—from the back panel design to the zipper curvature and shoulder strap angles—demonstrating the brand’s commitment to specialization.

　　In the apparel category, at this year’s ISPO Beijing exhibition, Cui Ying, the external channel manager of Tianshi, spoke eloquently about the brand’s craftsmanship during an exclusive interview with 8264. The 2012-launched five-star ultra-light down jacket boldly used 7D fabric, and this year the brand introduced the highly waterproof “Rain Down Jacket” and a limited-edition ten-thousand-yuan custom sleeping bag—the Namjagbarwa “Galaxy” edition—showcasing the brand’s technical prowess, which is inseparable from its nearly 20 years of experience in down product manufacturing.

　　In competition with comprehensive brands, these specialized brands, due to their smaller customer base, have an advantage in product feedback and personalized design, making their offerings more targeted. They often have years of experience in their niche, accumulating substantial R&D expertise and the capability to deepen and refine their products. Regrettably, these domestically produced gear items that attract hikers’ attention are often recognized as individual products. People often say a certain product is good, rather than commenting on the overall quality of a brand’s equipment.

　　How to expand brand influence should be a concern for companies. We shouldn’t be satisfied with the success of individual products but should focus more on brand planning—the brand is the “goose that lays the golden eggs.” In the R&D process, relying solely on designers’ experience and inspiration is no longer sufficient; a team comprising professionals in project management, design research, user experience, and other fields is needed to jointly complete the entire product development process.

　　Compared to mid-to-high-end outdoor enthusiasts, the majority are those who occasionally go hiking or use outdoor clothing as casual wear. Their functional requirements for products are relatively low, and they are more influenced by brand image. Compared to comprehensive brands, single-item-focused brands are at a disadvantage in terms of influence, so their product design direction needs to adapt according to sales channels.

　　Take Aoyoushi as an example. This brand currently focuses on the mid-range professional outdoor footwear market, with its distribution mainly through outdoor stores. Such brand planning means its product design primarily targets the general consumer. This year, it introduced the F.F.C FIT precision customization concept: first, a precise shoe last system; second, precise functional categorization; third, precise correction design; fourth, precise material application; fifth, precise manufacturing craftsmanship. Aside from the second item, the rest emphasize wearing comfort and cost-performance. The upcoming M9ROCK hiking boots are positioned as the most snug-fitting, stable, and comfortable.

　　Another brand focused on outdoor footwear—Luochi—has retail channels mainly in shopping malls. In an interview with 8264, Luochi stated that its future brand positioning is high-end outdoor, and its R&D team integrates design elites from South Korea, Italy, and the UK. Luochi products also emphasize appearance and comfort. The 2009-launched “Bird’s Nest-style stream-shoe,” which incorporates the overall image and features of the Bird’s Nest, sold nearly 500,000 pairs in three years.

　　For these brands geared toward the mass consumer market, design places more emphasis on comfort, appearance, and cost-performance. Here, balancing cost-performance is the most challenging. You get what you pay for—if production costs are reduced, product quality and functionality will inevitably be affected.

　　Since the average consumer has limited outdoor knowledge, they often don’t know which outdoor products are suitable for what situations. And when purchasing outdoor gear, there’s often an unconscious assumption: outdoor products are the sturdiest, indestructible and wear-proof. Here, the editor has a suggestion: for products targeting this consumer group, the descriptions should be more straightforward, with fewer complex technical details—just clearly stating what climate conditions the product is suitable for and what outdoor needs it can meet. Sincerity and simplicity are more likely to earn consumer trust and help shape the brand image.