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1, Mo-resistant brand 1, into the outdoor, open the door to wealth Industry Description: According to authoritative statistics, China outdoor products market with 30-50% annual growth rate of rapid development, and outdoor industry will usher in the next 2-5 years, the golden age of rapid development. Annual retail sales of outdoor products in China: The 2000 some 6 million, about one billion yuan in 2005, about 3.78 billion in 2008. Although the outdoor industry in China has just started, but the rapid growth, such projections, by 2010, sales of outdoor products in China will reach 4.5 to 6 billion yuan. Trends: China holds a huge market and its unique geographical landscape, great outdoor career development potential. With the development of the industry in recent years, more and more discerning entrepreneurs have invested the outdoor industry, making outdoor brands have mushroomed dramatically increased. Moreover, many international brands and domestic brands have also jointly develop the Chinese market. Data show that domestic brands in 2008 than in 2007, an increase of 9.42%, to 151 brands, indicating the gradual integration with the world market operation, take a large scale and sophistication.
2, brand profile Outdoor recreation industry in China the highest channel share of the brand - Mo resistance (MOLIFE)! MO-resistant outdoor under FDI Group, founded in 1997, is a research and development, production and sales of professional outdoor sporting goods suppliers. January 2006, Mozambique has established an independent sales company resistance - resistance Travel Goods Co., Ltd. Xiamen Mo, Mo ended in November 2009 resistance in the country already has over 1200 sales channels, all provinces in China could see anywhere resistant Mo of sales outlets. Has been resistance to insight into the Mozambican people "close to nature, feel the nature" of the psychological needs, in order to give consumers the ultimate outdoor living enjoyment, Mo developed resistant shoes bag clothing and accessories, camping home, exercise equipment class, outdoor appliances, four series of classes, mainly to provide comprehensive professional outdoor beginner outdoor sports equipment, to China at any time, anywhere, Xpress, free to enjoy Mo resistance to high quality outdoor sports products real price. Whether traveling by car, or a group of friends outing, whether it is the beach sunbathing, or relaxing at home, or even the office lunch break, everyone can find a satisfactory Mo resistant products. MO-resistant, designed only for outdoor life, so you never experience the outdoor life!
3, Brand interpretation Molife, can be interpreted as mobile life, motive life ... ... Used two first-line for the law of life for modern city, It is a very different, Dynamic, dynamic way of life. It reminds us that life is not Limited to cold home office and small, between Forest wilderness, blue sea and sky, nature has already used his magic hand of creation For us who built the expansive beauty of exquisite living space. All we need to do is - Love it, enjoy it ... ... This is molife, It is a freer, healthier, more stylish way of life, Also an exposure to the noisy city refused to follow the crowd, Desire to transcend the spiritual experience It is hidden under the surface in the face in the crowd secular soul has been sinking, the free pursuit of a dream.
4, brand positioning 1) The brand proposition: Mo resistant advocate freedom, health, fashion brand concept for the modern city provide quality and convenient outdoor leisure products, to more modern city living out of two first-line track, enjoy the comfort, health outdoor leisure. 2) Brand slogan: Mo-resistant, designed only for outdoor life 3) dissemination of ideas: the unprecedented experience of outdoor life 4) The target customers: - Age: between 20 to 35 years - Population characteristics: love of nature, eager to experience new things, outdoor beginners