2012Year9Month13Day, the “Long-lasting Protection Leading Three-layer” three-layer Gore-Tex?fabric launch event was held at the sunken plaza in Beijing’s SanlitunSOHOarea. During the event, the Gore?brand collaborated with six major outdoor brands — Ozark?(Ozark) ),BLACK YAK?BLACK YAK,NORTHLAND(NORTHLAND),Lafuma?,TOREAD?(Toread) andSALEWA(Salewa) — to officially unveil the three-layer Gore-Tex?fabric and simultaneously kick off a nationwide consumer hiking experience collection activity in Taiwan. In addition to the Gore?brand and the six outdoor brands, nearlydistinguished guests including Lei Limin, Secretary-General of the China Textile Commerce Association, Liu Ping, Secretary-General of the Mountain Rescue Committee under the Emergency Rescue Promotion Center of the Ministry of Civil Affairs, Gore Outdoor Hero Lei Diansheng, as well as nearlyoutdoor personalities such as Hongxing, Zhao Jia, and Qu Zhixing were invited to attend the event.200Outdoor figures
After the press conference, Zhang Jingwei, General Manager of Gore Beijing Branch and Market Director of Gore’s Textile Business in China, Li Guoqiang, Sales Director of Gore’s Textile Business in China, Gore Outdoor Hero Lei Diansheng, and Huang Wen, opinion leader of the Gore-Tex?brand, were interviewed by the media.
Media: Mr. Zhang, as a leading brand in the outdoor industry, Gore has always driven industry development through technological innovation in its products. What was the original intention behind the launch of this three-layer fabric?
Zhang Jingwei: Currently, the outdoor industry in China is developing very rapidly, with professionalism and standardization gradually aligning with international levels. Gore chose to launch three-layer Gore-Tex2012fabric products in the Chinese market in?, aiming to provide users with a professional outdoor experience and further contribute its expertise and capabilities to the Chinese outdoor market.
Media: Over the years, the Gore-Tex?brand has consistently centered on consumer needs, even leading those needs and promoting the gradual maturation of the outdoor industry in China. So what factors were considered in the R&D and market promotion of this three-layer fabric?
Zhang Jingwei: As China’s outdoor industry matures and consumers gain a deeper understanding of outdoor activities, more and more people are looking for more in-depth and professional outdoor experiences. Against this trend, outdoor gear that offers only waterproof, windproof, and breathable features meets just the basic requirements for professional outdoor use. Going forward, consumers will demand gear that is lighter, more durable, with thermal conductivity and moisture management capabilities. Gore-Tex?Product design also starts from the future needs of consumers. Through long-term observation and research on user needs, and based on real outdoor environments, we develop new products with a human-centered approach. At the same time, to help consumers better understand our products, we adopt a promotion strategy for our three-layer products that leverages well-known influencers and real-environment testing to demonstrate actual product performance. In addition to sponsoring Mr. Lei Diansheng’s expedition to the Altun Mountains, we also invited30a group of experienced hikers to conduct tests and provide feedback as part of our marketing efforts. This allows consumers to gain a more direct understanding of the products and fully showcases the core functions of the three-layer fabric.
Media: As a Gore Outdoor Hero, over the years you have been sharing outdoor knowledge with enthusiasts through your stories and experiences, as well as offering insights on outdoor gear usage based on your real-life experiences in the field. This time, participating in the testing of the three-layer Gore-Tex?fabric products, especially your recent trip to the Altun Mountains, has drawn considerable attention from fellow hikers. Can you share the original intention and your experience of this journey?
Lei Diansheng: The Altun Mountains have always been a blank spot—and quite a regret—in my ten-year hiking career. I once passed through the area, but due to the harsh natural environment and weather conditions, and inadequate gear at the time, I was unable to complete a crossing. The intact and pristine alpine ecological environment of the Altun Mountains is what attracted me the most. Being able to successfully complete the journey there not long ago fulfilled a long-held wish in my hiking career. Years ago, when I passed through the Altun Mountains, I couldn’t fully appreciate their beauty due to many objective factors, one of which was the limitation of my gear, as the terrain and climate there place high demands on equipment.
It happened that this year Gore launched its three-layer Gore-Tex?fabric products. After learning about the technology and functionality of the three-layer fabric, I decided to head to the Altun Mountains. With gear support from Gore, we formed an expedition team. While experiencing the unique geography, landscapes, flora, and fauna of the Altun Mountains, we also enjoyed the professional protection and comfort provided by the three-layer fabric in complex terrains and weather conditions, which ensured our full appreciation of the area’s beauty.
Media: Mr. Li, as the head of Gore Textiles’ China sales division, what are your expectations—or confidence—regarding the future market performance of these three-layer fabric products?
Li Guoqiang: Gore has always focused on understanding consumer needs and developing and producing products aligned with future market trends. Past sales have proven the success of this strategy. The launch of the three-layer fabric products is also based on observations of consumer needs and the overall market environment. We believe that as China’s outdoor sector—and especially outdoor enthusiasts—seek more in-depth experiences, there will be a growing demand for more professional and user-friendly products. Therefore, we are very confident about the future sales of these products. This confidence comes from past experience, early feedback from some hikers who tested the products, and the recognition of our partner brands.
Media: Will consumers have the opportunity to participate in market activities related to the three-layer fabric after the product launch? What strategies will Gore adopt in the sales process going forward?
Li Guoqiang: In the early stages of the product launch, we validated the product’s functionality through the experiences of professional outdoor enthusiasts and seasoned hikers. The test reports and feedback we’ve received so far have given us even more confidence in the future sales market. To give end consumers more opportunities to experience Gore-Tex?products,,Gore, together with six partner brands—Ozark (Gore and six major partner brands, including Osprey?),Ozark) Mountain Hardwear,BLACK YAK?Norrøna,NORTHLAND(,)Toread (Lafuma?), andTOREAD?Salewa—has launched a national consumer trekking experience campaign in Taiwan.SALEWAFrom [Year]2012month9to15month10to31, all owners of Gore-Tex?Consumers of fabric and clothing products can apply at designated stores of the above six major brands, with the opportunity to join Lei Diansheng on a trip to Taiwan and experience an outdoor hiking adventure on this beautiful island together.
Media: As an opinion leader participating in this Gore-Tex three-layer product test, could you share your experience using the three-layer gear, including the environment and your impressions of the products?
Huang Wen: My test route was a three-day, two-night unsupported hike through the Kubuqi Desert with a team of over ten people. The trip took place in April, during a time when the Kubuqi Desert was hit by strong sandstorms, and a blue alert had just been issued, with very high wind resistance. Since it was an unsupported crossing, we carried all our own gear throughout the journey, hiking on soft sand for about12hours each day. As a result, we faced a challenging situation: sweating internally led to stuffiness and heat, while the strong external winds made it quite cold. I wore quick-dry clothing underneath and a three-layer Gore-Tex?fabric jacket on the outside, which protected me from the harsh effects of the strong winds.
During the unsupported, loaded hiking in the desert, the breathability of the three-layer products helped keep my body relatively dry, the abrasion resistance protected me from external friction, and the lightweight design significantly reduced physical fatigue. The three-layer Gore-Tex?fabric provided me with great protection and support during my time in the Kubuqi Desert.