Green Field Outdoor interviewed UTC Travel’s Senior Brand Manager Helen and eaglecreek Brand Manager LEO, giving detailed insights to China’s outdoor enthusiasts about the exquisite outdoor luggage series brought by UTC Travel this time.
UTC Travel Booth
A: Among the major brands exhibited this year, the top American brand eaglecreek has introduced new items in its “Exploration” series. The production line is called “outdoor,” and this product line is mainly aimed at entry-level outdoor users.
The most distinctive feature of this product is that the shoulder straps are positioned at the front and can be detached. These straps not only help with carrying but also serve to secure the bag, while saving space inside the suitcase.
With the shoulder straps positioned at the front, it keeps the back of the suitcase clean, makes it more convenient for the user to carry, and saves space inside the bag.
Q: The Chinese market differs from overseas markets. When introducing product lines, have you made adjustments to meet domestic market demands?
A: Generally speaking, when we introduce product lines from all brands, besides maintaining the original essence of the brand, we also select products suitable for Chinese users based on the local consumer group. For example, the eaglecreek brand is clearly positioned abroad as purely for outdoor use. However, the outdoor community in China is relatively niche and at a more advanced level. We hope to guide the emerging and growing middle class—those who aspire to explore the outdoors and love life. Their interest in outdoor products may start with trying them out, then grow into affection, and eventually lead to professional-level needs. Therefore, we aim for our bags and suitcases to be multi-functional—for business trips, daily use, or outdoor travel. This segment of consumers and their consumption patterns is what we are currently focusing on capturing. We adopt different ordering methods and introduce different product lines tailored to the Chinese consumer base.
Q: This year marks the 120th anniversary of the century-old brand WENGER. As WENGER’s sole general agent in China, what kind of marketing activities will UTC Travel launch in collaboration with WENGER?
A: To celebrate the 120th anniversary of the WENGER brand, we will carry out marketing activities throughout the year. These will mainly focus on three aspects: First, we want to inform consumers that authentic Swiss Army knives are represented by UTC. We’ll explain their characteristics and how they differ from counterfeit and unofficial brands. Second, we will engage with consumers through interactive activities, including collaborations with professional outdoor websites like Green Field, as well as travel and fashion media. We’ll design interesting topics around the consumer base, rather than simply providing one-way brand introductions. Lastly, to commemorate the 120th anniversary of WENGER, we will launch some commemorative and limited-edition products for the public. Of course, we’re not just promoting products—we’re promoting a lifestyle that aligns with WENGER. Because the WENGER brand represents exceptional craftsmanship and durable functionality.
