Core Insights - High-end outdoor brands like Snow Peak face significant challenges in the Chinese market, particularly due to a chaotic distribution model that undermines brand value and consumer trust [1][2][9] - The closure of Snow Peak's stores in Hangzhou highlights the structural issues within its operations, including fragmented agency agreements and internal conflicts [1][2] - The brand's reliance on a single product, the titanium cup priced at 199 yuan, has not translated into a sustainable growth strategy, as it lacks a diverse range of appealing products [6][12] Distribution Model Challenges - Snow Peak operates under a complex distribution model in China, with multiple entities involved, leading to confusion and public disputes over brand authority [2][3] - The brand's online presence is similarly fragmented, with various accounts lacking a unified brand image, further complicating consumer recognition and trust [3][6] - The chaotic agency model has resulted in a dilution of brand identity, making it difficult for consumers to perceive the brand's premium value [2][9] Market Position and Consumer Behavior - The Chinese outdoor market is still developing, and Snow Peak's high price points limit its consumer base, confining it to a niche market [6][12] - The brand's attempts to expand into apparel have faced challenges due to a saturated market, indicating a need for innovative product offerings [6][12] - Consumers are increasingly looking for brands that resonate with their identity rather than just offering discounts, emphasizing the importance of brand perception [1][12] Strategic Recommendations - A shift towards a direct sales model could help Snow Peak regain control over its brand image and consumer experience, as seen with other successful outdoor brands [7][9] - The brand should focus on developing a broader range of products that integrate into daily life, appealing to a wider audience while maintaining its core identity [12][13] - Building a narrative around lifestyle and community engagement, such as organizing outdoor events and sharing user stories, can enhance emotional connections with consumers [13]
露营界的爱马仕,在杭州折戟沉沙
3 6 Ke·2025-07-30 00:04