What kind of brand is North Face?

To tell the truth, every time they "torture" this topic, they always throw it at me to answer, and I am really unhappy. The difficulty of a brand is that they always have a lot of brain powder and a lot of black life. Like the question we choose to answer tonight? ▼

"Old wet!

When will we talk about the outdoor brand The North Face?

Why are they so expensive? Are they lying?

Come and have a steak, old wet people! "

You see, this question is not easy to answer.

TNF has such a wide product line, which is like asking what brand Nike is. Answering once or twice is definitely not acceptable.

Outdoor products are expensive for a reason. On the one hand, there are few professional users in this field, and you can't support yourself without raising prices; Secondly, the cost of some fabrics and processes is much higher than most people think. Just like nylon, it is hard to think that it is actually an expensive fabric ▼

The three most common outdoor brands in China, Colombia, Wolf Claw Jack Wolf Skin, North Face, have the widest channels and the most common fakes. This makes those users who spend a lot of money and are greedy for cheap, in fact, they have never experienced the real feeling of outdoor products.

Among the three brands, the genuine Colombia and Wolf Claw are really deceptive. There is a saying called:

"Colombia in the outdoor world and Prada in the luxury world."

It all means cheating.

Influenced by them, TNF will inevitably be labeled as "goods are inferior to prices". In fact, I have some friends who really work outdoors all the year round. They happen to be advanced users of TNF.

For example, Zhang Qianli, a very popular travel photographer in Weibo ▼

And the famous mountaineering skier "Uncle Ball" Wang Xiaoyuan ▼

It is because of using TNF products for many years that they were signed as official spokespersons by TNF.

Compared with Patagonia, Mammoths, Osprey and even Archaeopteryx, which many old outdoor players like, TNF is indeed more expensive in various product lines. But expensive doesn't mean people don't do well. We can take some of their distinctive product lines as examples of chestnuts.

For example, their family is aimed at professional athletes? SUMMIT series is the benchmark in the industry. In areas above 8000 meters above sea level or in extreme environments such as Antarctica and Arctic. TNF Summit has few competitors in tents, sleeping bags and high-altitude down jackets.

Conveniently turn to a photo of teacher Zhang Qianli, and you can show it to everyone ▼

In the civil field, TNF has established a very leading technical advantage in the down jacket industry through the technical accumulation of high-altitude down jacket development (which requires specially developed machines and processes).

Down jacket, you said that luxury goods include Moncler, and Canadian geese are popular, but to say "reliable", TNF is still far ahead of other small partners ▼

TNF is so popular all over the world today, not only because it is a truly professional outdoor brand, but also because no outdoor manufacturer can make the outdoor culture of "challenging yourself" deeply rooted in people's hearts like it.

Put "northern face" and "self-challenge"? Put an equal sign on it, just like Nike compares itself with? Sports trend? " Draw an equal sign. This is a very clever brand operation strategy.

You see, the reason why Nike can surpass its Adidas and Converse in just over ten years is to let users not only pay attention to the sports shoes themselves, but also let them feel "? It's cool to wear Nike to exercise. "

If you look at today's Andema, it is doing exactly the same thing in the field of fitness. TNF is also very clever: it can see clearly that Chu culture is more important than products in niche areas such as outdoor sports, which is far ahead of other competitors.

Also ahead of the times, TNF realized many years ago that "sports can only be popular if it is tied with the trend", so it launched the famous TNF purple label series in Japan many years ago. Whenever this series and street brands such as Supreme launch joint products, it becomes a day when trendy dogs queue up for pilgrimage ▼

In my own impression, the products that TNF purple makes me feel cool are not these joint models. But like the Harris tweed down jacket that came out two years before Purple Standard ▼

And the new feature series they pushed together with nanamica, which made me feel very interesting ▼

Of course, what really makes TNF make money is not these expensive professional products and trendy items, but just T-shirts and sweaters printed with logo. It is these most common ugly products that make people spend money ▼

But which big brand is not like this? :)

Let's talk about a little knowledge about TNF that makes people collapse: what is the official Chinese name of Beilian?

Not north, not north. It is ... Les pius.

Oh ... a reward.