KAILAS Booth at ISPO Beijing 2013
KAILAS Booth at ISPO Beijing 2013
Green Field:What are the design features and advantages of KAILAS’ new season products? How do you plan to attract the attention of outdoor enthusiasts?
KAILAS:On one hand, KAILAS focuses primarily on climbing products, and on the other hand, we will also be incorporating more fashion elements into our designs. In recent years, KAILAS has invested significantly in the R&D of climbing gear, studying the preferences and performance needs of climbers as well as the specific design requirements of rock climbing. In terms of color schemes, our products will feature more vibrant and lively tones, utilizing colors with higher saturation.
Display of vibrant new products
The “backpack wall” at the booth
Green Field:At the new product ordering meeting held at the end of 2012, in addition to the original six major product series, new series such as waterproof, skiing, and cycling equipment were introduced. Which details and features of these new items are most appealing to their target consumers? What are the characteristics of these products?
KAILAS:Our brand will continue to focus on climbing and adventure sports, and these products are better suited to withstand harsh outdoor environments. Currently, our climbing gear utilizes highly flexible hardshells and softshells. Skiing products are also designed to fit the body closely, making them ideal for use in tough conditions.
Green Field:What kind of thematic culture will KAILAS promote in 2013? Will there be another series of events like last year’s “Rock China”? What are your plans for events this year?
KAILAS:Rock climbing will remain a key focus for the brand during this period, so we will continue the activities from last year. The goal is to discover more suitable climbing cliffs in China, and we will also collaborate with both domestic and international climbing experts to develop new climbing routes. Some cliffs present significant challenges in terms of climbing difficulty, and setting up protection points and ensuring safety requires considerable experience. These activities aim not only to increase the number of climbing routes in China but also to enhance skill exchanges among climbers through travel and movement. In addition to “Rock China,” we will also launch a national campaign called “Stars of Hope in Rock Climbing,” which is organized by the China Mountaineering Association and fully supported by KAILAS.
Green Field:With more and more outdoor brands entering the Chinese market, what are KAILAS’ brand and marketing promotion plans and activities for the new year?
KAILAS:In addition to what I’ve mentioned above, we will also have a major annual theme called “Journey of Rock.” The goal is to allow more people to experience rock climbing while traveling, or to create travel experiences themed around rock climbing. We will have retail stores across the country showcase climbing imagery, encouraging anyone who loves climbing to take photos using climbing gear or settings as the main subject, and upload them to our website. After review and selection, one or two winners will be chosen to join athletes on a rock climbing trip to Spain.