Research on the Marketing Strategy of Beneunder in China

Abstract

In recent years, with the widespread popularization of outdoor sports culture and sports awareness in China, outdoor activities have evolved from a niche interest to widespread sports and relaxation in society. Especially against the backdrop of the pandemic and the reduction of social distancing, low-intensity and recreationally lightweight outdoor activities have gained popularity among urban youth. Consequently, the popularization of lightweight outdoor activities has led to the flourishing development of the market for lightweight outdoor activity brands. This study takes the Beneunder brand as a case study, utilizing the SWOT analysis to explore the brand's marketing strategies in the Chinese market systematically. A detailed analysis and summary of the strengths and weaknesses of its marketing strategies will be conducted, and corresponding strategic and optimal suggestions will be proposed. Beneunder, with its co-branding efforts, accurate market positioning, and mature sales channels, has successfully entered the Chinese market for lightweight outdoor activities. However, challenges arise due to weak offline sales capabilities and insufficient investment in scientific research, hindering the brand's development. Faced with competitors from specialized outdoor brands and the impact of negative public sentiment, Beneunder must seize market demands and enhance product design and quality to further achieve brand upgrading.