Communications in Humanities Research ISSN: 2753-7072
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Research Article

Content Promotion and Community Experience: Marketing Mechanisms and Paths for Outdoor Sports Products--The Case of Arc'teryx

Jingqian BaiHaikou University of Economics*

* Corresponding author: [email protected]

Abstract

In the post epidemic period, outdoor sports have become a new trend in sports, and the demand for outdoor sports products has also increased. Among the many outdoor sports brands, Arc'teryx stands out and becomes the new favourite of people who love outdoor sports. So how did Arc'teryx become a big hit in the highly competitive outdoor sports market, with sales rising year after year? Currently, there are few detailed analyses of the brand's marketing mechanism and path. Therefore, the theme of this paper is the marketing mechanism and path of outdoor sports products--Taking Arc'teryx as an example. The research method is mainly case study method, mainly focusing on content marketing, analysing how the brand attracts audiences and builds communities through content marketing. The study found that Arc'teryx content marketing helped its own positioning and accurately attracted target customers, and the community experience also strengthened the brand's connection with customers. However, there are also shortcomings: the brand has fewer offline shops nationwide than other outdoor brands, and not all of them have a unique environment like the first shop in Shanghai to attract customers to buy. Arc'teryx still needs to revise its marketing strategy when the outdoor trend goes out of fashion to ensure that sales continue to grow, attract more people to participate in outdoor activities, and also maintain the vitality of the community and its appeal to the outside world. However, there's no denying that other outdoor sports brands can learn from Arc'teryx’s marketing.

Keywords: Marketing mechanism; marketing path; content marketing; Arc'teryx
Published: July 31, 2024
DOI: 10.54254/2753-7064/41/2024NE0011
Volume: CHR Vol.41
pp. 99-107
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