China exports outdoor hiking shoes to Poland: Brand selection and operation strategy

I. Opportunities in the Polish market
Demand growth: Poland has a high penetration rate of outdoor sports, and there is a strong demand for cost-effective hiking shoes.

E-commerce explosion: Allegro (local platform) and Amazon Poland are the main channels, and cross-border e-commerce has grown significantly.

Competitive landscape: International brands (such as Salomon) dominate the mid-to-high-end market, local brands are affordable, and Chinese brands can fill the gap in mid-range cost-effectiveness.

II. Brand selection suggestions
Positioning strategy

Cost-effective brands (such as CAMEL): mainly in the 100-300 zloty (about 20-70 US dollars) range, highlighting waterproof and wear-resistant functions.

Mid-to-high-end brands (such as KAILAS): priced at 300-600 zloty, emphasizing lightweight and technological fabrics, benchmarking international brands.

Certification and compliance

CE certification (EU access) and ISO 9001 (quality system) are essential.

Environmental labels (such as Bluesign) can increase premium space.

3. Core Operation Strategy
   Channel Layout

B2B: Quickly distribute goods through local wholesalers (such as Sport-Shop.pl).

B2C: Prioritize entering Allegro (market share exceeds 60%) and simultaneously open an independent website (Shopify + local payment).

Offline cooperation: Cooperate with chain stores such as Decathlon for trial sales.

Marketing Focus

Content Localization: Shoot real-life evaluations of Polish mountains, emphasizing “coping with the climate of the Tatra Mountains”.

KOL Cooperation: Sponsor Polish outdoor bloggers (such as Hiking Patrol) for experience promotion.

Promotional nodes: Increase advertising one month before Black Friday and Christmas.

Logistics and After-sales

Warehousing: Use Polish overseas warehouses (such as Fulfillment by Allegro) to achieve delivery within 3 days.

Return rate control: Provide a size comparison table (European size conversion), and the return rate must be reduced to <8%.

4. Risks and Responses
   Tariff costs: Use China-Europe trains to reduce transportation costs and avoid fluctuations in sea transportation time.

Local preference: Launch “Polish limited colors” (such as the red and white version of the national flag) to enhance cultural identity.

Summary: Chinese brands need to enter the Polish market with high cost-effectiveness + localized operations, quickly trial and error through e-commerce, and gradually establish channels and reputation.