The world of field hockey equipment can be daunting, especially when it comes to choosing the right stick. With a plethora of brands and models available, each boasting unique features and technologies, making an informed decision requires careful consideration. This article delves into the factors that influence the field hockey stick market, examining the role of branding, pricing, and quality in shaping consumer choices.
I grew up playing with the typical $30 wood stick like everyone else who grew up in my day and of course through high school and college used the first composites when they came to market. Being only a men's league player, buying a stick is no longer an imminent need and I used to be able to find a prior year top of the line model for about $150 and considered that to be reasonable. Unfortunately this year I wasn't so lucky and had to bite the bullet and pay full sticker, $260 for one of the new top of the line models. While checking out I cringed at the thought of having to fully outfit the two kids my wife and I are planning on having in the next few years!! How can any parent afford that!?
That said, I have a client and good friend who manufactures all things composite. I worked with him and his engineers and produced some hockey sticks to test out on the ice. All the sticks are made of top of the line composite materials and have a weight / balance comparable to all the other top of the line sticks on the market.
All feedback was positive, however, cost to make the sticks still are not all that cheap since the composite materials themselves are fairly expensive! While costs to manufacture still are not at the "wood stick" level I believe there are ways we get these high quality sticks into the hands of all hockey players reasonable prices.
The Impact of Sponsorships and Marketing
First, I would plan to not sponsor any professional players. I believe part of the huge price tag on the Easton, Bauer, Reebok etc. lines is largely due to the multiple multi-million dollar contracts with pro players and the hundreds of free sticks they break every year. Why should you and I pay for that?! Second is to sell direct to consumer through the web, reducing cost in the supply chain.
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The reality is the cost to market any product, whether it is a golf club, fishing rod or baseball bat are sickening and can ultimately double the cost to the end user. In today's world of social media and forums like this is it possible to successfully launch a product without having to pass on that added cost?
Direct-to-Consumer Sales
Selling direct means you eliminate the middleman and make greater margin. However, that also means that you have to have multiple SKUs in stock at all times to be able to serve everyone. Keeping all of that inventory on hand without anyone knowing your product is a recipe for disaster.
I've been in a major manufacturer's warehouse and it isn't as huge as you would think - everything is forecasted and the retailers do the heavy lifting when it comes to the actual product - that is why you have booking seasons - it barely sits in the warehouse because they are already allocated to get out the door and be in someone else's warehouse.
Quality vs. Price: What to Expect
My biggest concern and question to you guys is would you buy a top of the line quality hockey stick for $150 if it wasn't endorsed by any pro player? Does the $150 price tag automatically imply low quality even if it is of the same or better quality than other top of the line sticks? How can I gain credibility in the market without a pricey sponsorship?
You say weight and balance are just as good as the top of the lines and it uses top composites. Ok, so do the big guys? Does yours have an hot launch like the rbz sticks? Is it as durable as the past years converts? Does it have some amped mid kick without sacraficing feel like the TO?
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The only other way you could do this is contract with the sea of Chinese composite factories. If you have an original design, get ready for it to be stolen. Or you could get in the queue for one of many "stencil" sticks, where you have to count on volume. Those Chinese factories (unless you own it) will do things like turn out your stuff wrong so that you have to pay the agent more money and get the factory owner to do it right. Yes, it is just like organised crime over there.
Emotionally driven ventures are rarely good ventures. It's an emotional thing. People like sticks, people really want good sticks. People see $300 sticks that are good and want them, but do no like the $300. People think there is a need there for good sticks that are not $300. People forget to glance over to the clearance zone.
I tested them myself and a few guys on my team also tested them out.
Breaking Into the Market
What you want to do sounds exactly like what BASE Hockey is doing, except that one of its founders also founded Innovative Hockey, so he had valuable experience to bring to his new company. Also you need to take into consideration that a fair amount of the buyers market for hockey equipment, in particular sticks are going to be heavily influenced by the brands that the pros use. An off brand stick will not have the same appeal to a younger player as the same one they can see their favorite players sporting on the ice (ignoring the fact that the what the pro use is highly customized/painted over to reflect the latest and greatest models). In the end off brand will be marketing to a very specific customer base.
You are going to have to find a way to let people touch and feel first. In my opinion, your best bet is to show up at a bunch of major youth tournaments with your product on display, and with samples that people can touch and feel. If the stick feels good, and the price is compelling then you might get some people to order a few. From there, it's all about momentum. Will those first few players tell their teammates they like it? Will parents start talking amongst themselves about them?
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IMO the way to go with this is to pitch to the big retailers to supply "house brand" sticks. You need to be able to count on a certain amount of product to sell, and orders of 1-3 at a time from end users aren't going to sustain you.
I'm more willing to try new things than most but it comes with a caveat. You have to know the business first off. Plus, it's always wrong to expect to start a business and make a quick profit. Have enough to invest to plan on losing money for at least 1-2 years.
Base does a good job marketing the impression of "pro" and "custom" sticks. Harrow has been selling direct with some success for years, though a lot of people wait for one of their regular discount codes. There will always be some people that will buy a new stick, just to be different from everyone else in there area and others that will buy based on their belief that they have some sort of special relationship with a manufacturer via social media.
Unfortunately, the reality of these situations is usually that someone bought the marketing line from one of the factories in China and/or wants to make a few bucks while "owning a hockey company".
Can it be done profitably? Yes, if you manage the process properly. Are the sticks as good as those $300 sticks you mention? No, they're usually equivalent to mid level sticks, maybe a little better. I know, I've played samples from a number of those Chinese factories.
A lot more goes into this industry than making a stick at a certain price and selling it online. You have many different aspects that I am not going to get into as it would take for ever and I am not one to write a novel and the other aspect is if you don't know how the industry works it will be difficult.
As JR said there are always new brands that come and go because it was a situation like yours where you say I play hockey and i have some possible contacts to make me a stick I got some of the answers and we will just take it from there. You need a lot of money to make yourself a name brand not just another new brand and a lot of that goes to Marketing and you have to market big or you won't be relevant, but there is a lot more to it than just that as well.
Choosing the right field hockey stick for you!
Innovation and Brand Recognition
No innovation = no point. I always look at the distinction between Warrior and Inno/MIA in situations like this...Not to try and teach marketing 101 here, but how many people outside of the gearhead Corebeam/MSH community knew that the Dolomite and 1100 were roughly the same stick? As a result of marketing, brand recognition/inertia, and large scale distribution, the Dolomite probably outsold the 1100 30-1. Same can be said for the 1st iteration Franchise vs the MIA MB22.
Demand/intrigue spiked dramatically once the product had a recognizable/asperational name on it. Not to repeat what everyone has already said, but all new entrants assume that no NHL exposure/direct to consumer = reinventing sliced bread, when the reality is marketing and brand equity/recognition are what drive consumer demand in this industry.
Unless you can build that equity organically via large marketing spend, or have already existing equity and acquire lesser known manufacturers who are already making a sound product (Warrior -->Inno/MIA), the deck is stacked against you.
Not strictly. If you delivered a more cost effective product, you dont need to reinvent the wheel.
Final Thoughts
When people look for cheap, that's all they are looking for. How many times did I get the "can you build it just like widget A, but at $xxx price point?"? Agrh!!!!
In order to get your name on the map, you will probably purchase a bunch of sticks to benchmark.
Sticks are expensive. My best suggestion is to find what you like and buy it in bulk on clearance.
Believe me, even if you ended up being a private labeller, you will easily outspend what you would have saved.
I wouldn't buy a $150 stick that supposedly is just as good as a $260 stick from a no name brand that no one has tried. I may consider buying that said stick for $50. Maybe.
It has to be compelling, you know. A lot of times people can still buy those top of the line sticks on clearance for less than 150, why would I ...