That's amazing!In 2019, he presided over the formulation of national standards for sleeping bags, and the 2021 products have sold well in more than 80 countries and regions around the world. In the field of outdoor sports, NatureHike is like a YYDS (eternal god). Average annual sales have increased by more than 40%, and popular products have been shorted several times. Naturehike has always been unswervingly following the brand's overseas path, standing at the cutting edge of the market, and following Amazon's footsteps to achieve growth on multiple sites around the world. Xiaobian interviewed this big name in the field of outdoor sports, revealed in depth Naturehike's tips for opening a store, and quickly took notes!

In recent years, outdoor camping activities and outdoor adventure sports have become more and more popular, especially among young people. Taking a break from heavy work and taking a breath of fresh air in nature has become the choice of many people today. Many new outdoor methods have also entered the public eye. For example, “exquisite camping,” which is more careful than traditional camping, has quietly sprung up, and many new ways to enjoy camping have been “launched” one after another. As consumption levels and demand for outdoor activities have further increased, people have discovered that this “pleasing to the eye, exquisite and leisurely” lifestyle is not out of reach!“Playing outdoors” is popular, and so is the outdoor sports equipment industry. Naturehike has long been aware of the “outdoor economy” trend. As soon as products such as canopy tents, mini folding tables and chairs, and bonfire cookware were launched, they were favored by domestic and foreign consumers.

The knowledge points have been drawn up!In this issue, Xiaobian will show you how Naturehike Nauker seizes the opportunity for brand development, and how can local outdoor sports brands become domestic consumer pioneers?

As an outdoor sports brand integrating R&D, design, production and sales, Naturehike has been deeply involved in the field of outdoor sports in China for many years and has made a name for itself. At many overseas sites, Naturehike also has the ability to compete with major international outdoor sports brands. One of the most important reasons is to stick to the path of branded development. Based on the brand, the Naturehike brand's counterattack style can be summed up as “three steps”, from being able to expand the category, from developing new customers to deploying globally.

The first step is to accurately target users to create lightweight outdoor products
Unlike other domestic outdoor brands that focus on offline, the first choice for mobile customers is online, and they have chosen a cross-border e-commerce circuit. In a situation where there are many big names in the world, do local outdoor brands still have room to attack?“Domestic users are mostly amateurs, preferring products with lower customer unit prices; while overseas, Japan and Europe are ahead in terms of outdoor activities, and there are many professional players. They pay more attention to the quality and storage characteristics of the product itself. In professional projects such as mountaineering, equipment even requires careful consideration. ” As a result, 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 cultivate product quality and use innovation to build a brand moat
Unlike other domestic outdoor brands that focus on offline, the first choice for mobile customers is online, and they have chosen a cross-border e-commerce circuit. In a situation where there are many big names in the world, do local outdoor brands still have room to attack?We must provide good products and services, because good reputation can lead to continuous orders, so that more people know about our brand. Products and services are our core principles and have not changed. According to Liu Xianghua, high-quality products are a “stepping stone” for entering overseas markets. In terms of quantity and quality choices, Nauke's insistence is that they would rather have fewer selling points, but they must give consumers a better experience. Furthermore, on the premise that the product quality is not inferior to other brands, Nauke's price advantage is more prominent. In the future, we will continue to invest more in R&D. Next, we plan to build another R&D center to form a real technical barrier for mobile customers. A moat for how to build a brand?Liu Xianghua mentioned three points: first, to have cost-effective products with excellent value for money; second, brand operation and service should start from the perspective of consumer preferences; finally, Liu Xianghua emphasized the importance of “originality.” He believes that original products, original technology, and original designs are difficult for other brands to replicate.

The third step is to boost off-site marketing and use the influencer effect to ignite traffic
With innovative design, high-quality products, and reasonable prices, Nuoke's products were loved by overseas consumers soon after they went live on Amazon. Among them, there was no shortage of spontaneous promotions by influencers, which gave Nuoke the motivation to do off-site marketing in the future. In '18, we actually hadn't tried off-site drainage. An influencer often uses our products and also takes the initiative to ask us for samples. At that time, we just happened to have a new tent. The price was 200 US dollars. He took our product to various places, did product reviews, and recorded it in the form of a vlog. The promotional video brought us more than a dozen daily sales, and single product sales exceeded 2,000 US dollars. Having tasted the sweet fruits of off-site marketing, Nauke began setting up her own channel on YouTube and Instagram, and selected KOLs who matched the brand's tone to carry out creative content marketing. Through the concept of “making the outdoors a way of life”, it resonated with more users around the world. Driven by the “product power, marketing power, and brand power” troika, Naturehike's footprint has spread across more than 80 countries and regions. Liu Xianghua mentioned that in 2021, Nuke's sales on Amazon doubled, exceeding 10 million US dollars, and will continue to expand the influence of the Naturehike brand worldwide.

As the best choice for many campers, Naturehike's tent can be described as “good-looking and strong”. Not only does it have a light, luxurious and stylish appearance, but from zippers to cotton series fabrics, as well as details of breathable mesh and fireproof cloth chimney openings, all reveal the meticulous craftsmanship. No wonder even insiders call it “not easy”!Why does a tent continue to surprise consumers with a steady stream of energy?According to Liu Xianghua, the tents designed by Naturehike have all gone through strict product testing, and professional outdoor athletes participated throughout the process, and improved and upgraded again based on experiential feedback. As a veritable hit, it has never stopped being upgraded.

01 Insight into a tree hole to gather consumer voices first
Wanting to always be at the cutting edge of the market, Liu Xianghua believes that “listening to consumers” is the essence of “leading consumers.”
Mobile customers get consumer feedback from multiple channels:
1. Look globally and access cutting-edge industry information and outdoor products;
2 Use offline supermarkets and dealer orders to gather opinions from consumers;
3. Participate in outdoor sports industry exhibitions and communicate with distribution agents, cross-border e-commerce and other channel buyers and outdoor enthusiasts.

02 More “boutique” thinking “explosions” is only a matter of time
To make a lightweight product, such as a cane, basically weighs 10 grams less, and the cost may double. We are sacrificing sales to build a brand. Now they are all promoting consumption upgrades. There are more people I trust, so naturally my popularity is high. The meticulous work on the product has also made Naturehike attract the popularity of many overseas professional players. Liu Xianghua revealed a detail: In Japan and Germany, where product quality requirements are very strict, Naturehike's product reviews can reach 4.5 or higher, and the return rate at the German site is even less than 1%, which is enough to show the “hard core strength” of the product.

03 Unwilling to accept the current state of the product to create an innovative R&D team
Many R&D personnel already have 12 or 20 years of development experience in the tent category. They always feel that the product can be better. The product rating has been raised from 4.2 to 4.5, and they still want this product to continue to develop. Speaking of Norke's R&D team, Liu Xianghua couldn't hide his admiration. Naturehike has a product development department with nearly 40 people, and the total number of new products in 2020 exceeded 200. The consistent “provocative” attitude has also become one of the important reasons why Naturehike's new products are quickly recognized by the market and consumers once they are launched.

With the advent of the “camping era”, camping trips are becoming a new kind of outdoor culture and industry chain, and many camping businesses “find it hard to find a book.” Taking advantage of the “camping” craze, Nauke used Amazon to get on the fast track of brand development and bring Naturehike to a larger world stage.

01 Personalized service, exquisite camping, subverts perceptions
Even in the wilderness, can you calmly make a cup of afternoon tea with a car refrigerator or coffee machine?At night, can you sit by the bonfire, have an outdoor movie, eat a barbecue, and chat about life?While outdoor enthusiasts are not only satisfied with simple accommodations and food, but gradually develop in the direction of refinement and scenarioization, Noge has always insisted on following the path of refinement. Committed to conquering consumers with quality and strengthening user stickiness with personalized service, Naturehike has also expanded from the core industry line of the “three major camping items” to nine major product systems covering the needs of more consumers. For different sites, mobile users will also focus on it. Liu Xianghua mentioned that the Japanese and European stations have great market potential. These two sites have excellent natural conditions, rich outdoor resources, and huge outdoor crowds. For mobile customers with a complete sales system, they are the best opportunity for Naturehike to “break the circle”.

02 Flexible selection of logistics and distribution methods to lay out overseas warehouses has become the key
As a cross-border e-commerce business, logistics is considered a major problem by many sellers. During the epidemic, logistics costs soared even more, but Nauke wrote a big article on “reducing costs and increasing efficiency.” The innate advantage of “lightweighting” determines lower logistics costs and helps mobile customers be more free in choosing logistics. On the first side, it uses a combination of railways, air freight, and sea transportation, and increases the turnover of overseas warehouses, which has also become the key to driving the brand to expand the international market.

03 Online and offline collaboration to promote cross-border co-branding to play with flowers
From increasing promotion within the site, reaching out on social platforms outside the site, to hosting offline sponsorship events, Nocker has been exploring new models of brand marketing. We are preparing to make a joint IP with Dunhuang to launch a Dunhuang Flying Sky series tent. Recently, we are organizing and studying related Oriental culture. Liu Xianghua said that the practice of Naturehike's joint name with the Forbidden City proved that the direction of crossing the border between the brand and traditional Chinese culture was right. This not only injected cultural genes into the brand, but also gained “phenomenal” popularity as a topic.

In 2018, Nauke was awarded the title of Amazon Global Expansion Seller. As a seller representative, Liu Xianghua first stood on the Amazon podium to share his “business experience” and recalled his trip to Amazon. He was deeply impressed by his many “first” experiences.

01 Amazon Global Store Manufacturing +: Starting a New Journey for Brands to Go Overseas
“We joined at the end of '17. At the beginning, our results at Amazon weren't very good. Thanks to the Manufacturing+ project, we gained more experience and resources to build a brand.” Through the guidance of Amazon's localization team, Nook not only has a more accurate grasp of seasonal sales trends, but is also more handy in local operations, helping the Naturehike brand achieve rapid growth.

02 A powerful tool for brand protection: protecting brand image and consumer experience
“We also experienced malicious sales, and later used Project Zero. This really exists like a nuclear weapon to help us eliminate counterfeit products.” Norke also joined the Transparency transparency program. Liu Xianghua believes that now is no longer an era of illegal operations. In the future, healthy development and compliant operation are king, and Amazon's brand protection tools maintain the brand's image from the source and establish consumers' confidence in the brand.