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AA system analysis

Outdoor sports have developed in China for more than ten years, and AA outdoor sports have gone through more than ten years. Today, the world's leading AA, AA clubs and commercial clubs coexist. Who will be the mainstream of organizing outdoor sports? Who will win in the final? There are still endless arguments at present. The argument is not about who has the truth. On the contrary, it is precisely because no one has enough self-confidence that such an argument has emerged. In fact, this is perfectly normal. Outdoor sports enthusiasts and organizers are in a state of ignorance. Even if there seems to be an exciting direction, it is only a distant direction. In the words of the chairman, the future is bright and the road is tortuous. No one knows how to transition from the present to a bright future.

One of the laws of the market is that existence is truth, and existence is a market. The emergence of AA system in China has its inevitability. When outdoor sports emerged quietly in China, the number of people was very small. For a limited number of people, it is really a wonderful thing to find a place to go outdoors and enjoy yearning. In the absence of people, it is impossible to carry out commercial operation, and at the same time, there is indeed a lack of such people and funds in China, so naturally there will be no pure commercial clubs in the first place.

Compared with commercial outdoor clubs, AA system has four inherent advantages:

1, low income. Before 2000, outdoor shops were supported by a little backpack, and there were no clothes at all, let alone sleeping bags. At that time, people's economic consumption was not allowed to spend thousands or even tens of thousands of RMB to equip their outdoor outfits. Such is the management of luggage. Naturally, there will be no money to pay for any activities, and the AA travel mode between them is just suitable for their own needs, which greatly reduces the cost of outdoor travel.

2. Unlimited. In the early AA system, most of the participants were so-called like-minded and casual with each other, which was exactly what the outdoor "little donkeys" respected at that time. Simple, unrestrained, enjoy outdoor life.

Outdoor club has been serving AA system since its birth. Most of the sponsors of various outdoor clubs in China like it. It is these people who erected the flagpole of outdoor sports that year. Congenital deficiency makes outdoor sports not operate according to commercial rules from the beginning, although these people also have the idea of playing and want to do it as a thing. To put it bluntly, they can play and get money. Nowadays, the outdoor club has begun to charge organization fees, but it still hides half of her face behind her guitar. At that time, outdoor clubs all listened to AA system, because the helmsman of outdoor clubs may have been playing AA system. In terms of survival, even AA clubs can still survive, and breaking with AA will mean the danger of extinction. Therefore, when there is no great grasp and mature market environment, choose AA system. It can be said that AA climate dominated the organization of outdoor sports at that time.

4. Backpackers. The original backpackers' physique should be said to be of high level. They are adaptable and don't need others to provide services for them. They advocate outdoor customs and abuse themselves, and it is really difficult for commercial services to have a market.

change

However, with the deepening of outdoor development, great changes have taken place in society, both in consumption level and sports concept. Nowadays, the number of people taking part in outdoor activities can be described by scale, and this scale is getting bigger and bigger. The concept of outdoor has changed from the initial challenge and exploration to experience, and the initial self-abuse has also produced the opposite side-corruption. It can be said that outdoor sports have changed from individual behavior to public behavior, and it has become more appropriate to be called "outdoor activities" in fact.

Once outdoor sports began to change to popularity, the people involved had a fundamental change. It is obviously not feasible for participants with different constitutions, ages, levels and preferences to organize with AA system. Moreover, these people's attitude towards the outdoors is a characteristic outdoor tour, and they hope that an institution can provide them with route selection, security and accommodation services in the process, which provides an opportunity for the commercial operation of the club.

For people who love outdoor sports, income restriction is no longer a key issue. Not to mention donkeys, it is not unusual for even non-outdoor people to buy outdoor clothes, shoes, backpacks and decorations for beauty, fashion or style. How many people buy outdoor clothes with a serious understanding of their performance? Most of them are matched with styles and colors, and money is no longer the decisive factor.

The randomness of AA system not only brings goodwill to participants, but also brings harm and potential danger to participants. Participants in the early AA system are prepared physically and psychologically, and are relatively strong. However, the AA system activities convened by posts now add too many uncertainties. They don't know each other, there is no tacit understanding, and the organizers don't know the physical condition of the people they lead. What is even more fatal is that the intensity of AA-based exercises is too high, and the environment of the selected routes and destinations tends to be worse. Once you leave, there will be no logistical support and rescue at all, because if you bring these auxiliary planning facilities, the AA system will lose its original meaning.

Nevertheless, AA system as an outdoor sports organization will exist for a long time, although it may not have the original strength in the proportion of outdoor sports.

Among the popular outdoor activities, outdoor is more like characteristic tourism.

Should the club be for profit?

Nowadays, most outdoor clubs lose money to drink, so what they are facing is a realistic question: what are they fighting for? It is undeniable that most outdoor practitioners still rely on their interest and love for the outdoors to support them to continue. In fact, more importantly, these outdoor practitioners still have high expectations for the future of the industry. They strive to establish a brand and wait patiently for the day of harvest. From this perspective, the club is really trying to live a life of compromise and humiliation.

In the commercial society, everything runs for business, and the existence of outdoor clubs cannot be divorced from this law. If we support a club just because it is ok, I'm afraid it won't last long. Whether the club exists to cultivate a broader market or directly drive the sales of outdoor stores, then the behavior of the club is part of the business operation. In this case, the club can only survive for a long time if it is profitable. Unless you have money to play, it is dangerous to think that the club is unprofitable. No ambition to survive? It can be said that profit is the first priority of outdoor clubs at present and in the future.

Of course, the operators of outdoor clubs should be aware that the market is formed in the process, and the realistic outdoor activities and outdoor products market lacks mature, stable and large-scale consumers. In recent ten years, climbing Mount Everest on CCTV, and China people climbing the highest peaks on seven continents have become the talk of many fashion magazines. Too much media publicity leads the outdoor to extreme adventure, and involuntarily gives the right to speak to those "heroes", making the public feel that everything is out of reach, so the outdoor publicity will not spread. Although outdoor clubs have sprung up like mushrooms after rain, outdoor activities will remain a "minority" sport at present and in the next few years. Because it will take some time for consumption ability, market audience and concept to change, AA club will remain the mainstream of outdoor activities in the next few years.

Thoughts on the profit point of outdoor clubs

With the full development of market economy, the improvement of outdoor sports consumers' consumption ability and the maturity of consumption concept, commercial clubs have their realistic conditions and needs. There is a simple reason. Today, some high-end outdoor sports consumers are not satisfied with the outdoor products, outdoor routes and outdoor services provided by AA Club for the general public. In the final analysis, with the development of outdoor sports market and the expansion of consumer groups, the outdoor sports market has been subdivided.

For every outdoor club, today's market is both an opportunity and a challenge. Popularizing outdoor knowledge and cultivating outdoor sports consumers will still be a focus of outdoor sports clubs in the future, and strengthening self-construction and improving competitiveness and profitability in the face of market segments is the only way for outdoor clubs to mature and develop. It should be noted that in the face of opportunities, there are still many internal and external deficiencies in outdoor sports clubs in China today. Domestic outdoor clubs lack industry associations and assessment standards, lack the necessary early warning and rescue mechanism in the face of emergencies, and most importantly, lack the ideas and means to formulate and guide market development.

At present, the profit of outdoor clubs is worth noting in four aspects:

First, earn money through outdoor sports equipment. This is also a money-making model that many donkey friends forbear and criticize. However, business should not consider human factors first, and the concept of outdoor should not be emphasized first when watching outdoor clubs. It is normal for businessmen to say that they are profitable. For the club, as long as it conforms to the business rules, money should be earned boldly, diligently and with a clear conscience.

Second, earn money through outdoor sports. Nowadays, outdoor sports itself does not make money, but through outdoor sports clubs, it is cultivating consumers and expanding consumer groups. In this sense, outdoor sports are profitable. For the future, how to use its own local resources to provide more personalized, diversified and professional outdoor sports is also a problem that the club needs to think about. For example, outward bound training is a good extension of outdoor sports.

Third, earn money through more professional and commercial outdoor sports. Generally speaking, it is to strive to go to the business club. The concept of commercial club is still a concept today. To be fair, few clubs can really be called commercial clubs. Real business ideas need their own efforts, but also the creation and cooperation of the big environment. To put it simply, are there any mountaineering guides in China now? Is there a relevant certification body and certification process? Therefore, the business club is still a concept, an expectation of system engineering. If one day outdoor clubs are really commercialized, then the outdoor sports market in China is really mature.

Fourth, the development of the club should be open-minded, strengthen horizontal contact and develop in depth. In the process of the evolution of the outdoor sports market to segmentation, the crowd flow is also a long-distance, inter-city and inter-provincial activity. The consequence of this is that people from other places are not good at what they do or the cost is high, so they can only get together locally and form vicious competition. Clubs should have the courage to integrate outdoor resources. First, they should make the cake bigger together, and then they should share the cake.

The current situation of outdoor clubs losing money and earning money will not last long. Now some clubs are basically unprofitable, but they may be popular. However, such clubs often rely on outdoor supplies and equipment stores, and the activities of the clubs are all around the product sales of outdoor stores. Such a club can't be called a real outdoor club, but a promotional product sold by stores. Real clubs should be geared to the public and society, not just the members who buy products.

Real commercial outdoor clubs, or clubs that are gradually becoming commercial clubs, have no operational business model to operate, and it is unimaginable that they have not seen and grasped the profit points. In the commercial society, commercial things are eternal. ?

Author: Outdoor Times