我真的不是探路者的目标顾客吗
<p style="TEXT-ALIGN: center; MARGIN: 7.8pt 0cm; mso-para-margin-top: .5gd; mso-para-margin-right: 0cm; mso-para-margin-bottom: .5gd; mso-para-margin-left: 0cm" class="MsoNormal" align="center"><b style="mso-bidi-font-weight: normal"><span style="FONT-FAMILY: 黑体; FONT-SIZE: 16pt">我真的不是探路者的目标顾客吗<span lang="EN-US"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></span></span></b></p>
<p style="TEXT-ALIGN: center; MARGIN-BOTTOM: 15.6pt; mso-para-margin-bottom: 1.0gd" class="MsoNormal" align="center"><span style="FONT-FAMILY: 楷体_GB2312; FONT-SIZE: 12pt">文，朱国成<span lang="EN-US"><o:p></o:p></span></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">周末去买一件过冬的衣服，很自然地就转悠到商场的体育用品区域。在探路者的门店里，我随便地翻看着冲锋衣。这时，一位同在店里的、二十多岁的青年人刚刚试穿好一件滑雪裤，他问售货员，问什么裤管这么宽呢？售货员的回答是，因为滑雪的靴子要装在裤管里，所以裤管要宽。这位年轻人的疑问是，那么这条裤子就没有办法在平时穿了？然后离开。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">我一下子想到我自己。我即使买了这件冲锋衣，也不可能算得上一位真正的驴友，我是要在平时里德城市里去穿着的。在这一点上，我和这位年轻人完全是半斤八两。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">我忽然想到，我和这位年轻人，究竟是不是探路者的目标顾客？当然，我冒昧地揣测，在购买户外用品类服装、而在城市内平时穿着的人应当不在少数。因为，在城市内经常可见穿着各类户外品牌的各个年龄段的人。我不知道类似探路者的</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Northface</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Columbia</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Ozark</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">等等户外品牌在确定外部顾客的时候，如何处理这种错位的顾客需求？</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">在某种程度上来说，顾客是不会错位的，而只有厂商对顾客理解的不充分和不深入。因为，我见到，在探路者对面的那个北京本土体育品牌波顿的货架上挂着一排类似冲锋衣的服装，但是很显然无论是面料、设计都和真正的冲锋衣迥异，换句话说叫做不够专业。也就是说，已经有商家开始注意和瓜分我们这批不太靠谱的假户外爱好者了。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">在这一点上，前有李宁、后又</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">KAPPA</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">。在</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">2002</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">03</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">年前后出现的李宁运动女装，重点不是运动，而是带着运动气息的女装；后来者则是现在就满大街的</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">KAPPA</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">，走的是运动时尚，目的不是运动，而是将运动作为时尚的噱头。这都是跨界混搭。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">那么探路者、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Northface</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Columbia</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">、</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Ozark</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">等等是否也要走前面李宁和</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">KAPPA</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">的路呢？</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">有钱不挣是不行的，但是手法太直接则会把自己的本体都葬送掉，很简单，你的品牌将会在将来陷于不够专业的境地；而如果不够专业，那么这批假户外爱好者也会很快流失掉。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">我们可以见到，李宁要研发、要赞助国家队；而</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">KAPPA</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">则到日本购买了日本老牌滑雪运动品牌</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US">Phenix</span><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">。无疑，两个品牌都是要通过这些举动获得真正的运动基因，只有如此，才可能获得对外部边缘群体的品牌号召力。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">因此，我们这些假的、或者潜在的顾客也是存在品牌忠诚度的。虽然我们距离核心顾客还有相当的距离。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p>
<p style="LINE-HEIGHT: 150%; TEXT-INDENT: 24pt; mso-char-indent-count: 2.0" class="MsoNormal"><span style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: 'Times New="New"Roman'; mso-hansi-font-family: 'Times New="New"Roman'">可行的方案或许是，必须保持品牌的核心基因，保留住核心顾客，才有可能吸引住外围的潜在顾客；可以针对潜在顾客，开发一些入门级商品，加入一些时尚元素，因为拥趸一定是要培养的；但是，要把握好这个度。</span><span style="LINE-HEIGHT: 150%; FONT-SIZE: 12pt" lang="EN-US"><o:p></o:p></span></p> 仔细学习了呢！
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