“Dancing with the Winter Olympics, Marching Together with the Border City” 2020 Autumn/Winter New Product Tasting Event

       On December 11, 2019, Nanjing Biancheng Sports, together with its nine outdoor and skiing brands, held a 2020 autumn/winter new product tasting event themed “Dancing with the Winter Olympics, Marching Together with the Border City.” Dealers, partners, and major media from across the country gathered in Nanjing to witness the event. The new products for the autumn/winter of 2020 received unanimous praise and an enthusiastic response from attendees.

▲ Huang Geng, Chairman of Biancheng Sports

       In his opening speech, Mr. Huang stated that as a leading enterprise in China’s professional outdoor products market, Biancheng Sports has continuously explored brand operation models and gradually developed a diversified international brand management approach. Currently, the brands operated include nine outdoor and skiing brands: NORTHLAND, LOWA, LEKI, HALTI, HEAD, ALPINA, LEVEL, KJUS, and VAUHTI. He also pointed out that “omnichannel, multi-brand, and retail-oriented” is the development plan for the next phase of Biancheng Sports.

 

▲ Scene from the NORTHLAND 2020 Autumn/Winter New Product Tasting Event

NORTHLAND has always adhered to the brand philosophy of Austrian comfort and freedom in outdoor life, tracing back to the origins of Austria’s comfortable outdoor lifestyle. Over the years, it has continuously innovated technologically, developing the EXOTHERM® outdoor comfort radar technology platform, providing consumers with safety protection and a comfortable experience. The NORTHLAND travel jacket has been comprehensively upgraded, combining the differentiated outdoor needs of consumers of different genders, and designing targeted series of travel jackets, as well as specialized products for running, mountaineering, and more.

▲ Formation of the LEKI China Team

At the event, LEKI, Biancheng Sports’ professional outdoor and skiing pole brand, held a launch ceremony for the establishment of its China Team. In 2020, Luo Tao, Lu Yangchun, Sierduojie, and Liang Xia’ai will represent the LEKI China Team in international competitions next year. LEKI hopes to achieve growth, sharing, and mutual success with more elite athletes. We look forward to their outstanding performances in the future.

▲ Ski Product Display

       HALTI, a world-renowned ski apparel brand from Finland, draws inspiration from the Nordic charm of Finland, while also adding new meaning to Nordic style. It strives to convey the natural essence and spirit of Nordic sports life to people.

       HEAD ski equipment is favored by numerous top alpine skiers from various countries, including Anna Fenninger, Lindsey Vonn, Tiril Eckhoff, and Henrik Kristoffersen. HEAD consistently secures a strong presence on the podium at top-tier events such as the FIS Alpine Skiing World Cup and the Winter Olympics.

       At the 2010 Vancouver Winter Olympics and the 2014 Sochi Winter Olympics, HEAD was ranked first on the “Ski Equipment Brand Medal Table” in alpine skiing events. Over the past five years of the FIS Alpine Skiing World Cup, HEAD has established itself as a brand champion.

       With nearly 70 years of accumulated technology in ski products, continuous refinement, iteration, and innovation, the 20-21 ski season products offer the latest HEAD technology, sleeker designs, and a rich product range to provide skiers and athletes with the most ideal ski equipment.

▲ KJUS High-End Ski and Golf Collections

KJUS, a luxury sports brand originating from Switzerland, was founded in 2000 by Norwegian skiing champion Lasse Kjus. Through anatomically and kinetically optimized design and tailoring, combined with exquisite craftsmanship, KJUS provides high-end ski and golf enthusiasts with championship-quality sportswear. Its products are often seen in the daily wardrobes of top domestic celebrities such as Jackie Chan and Nicholas Tse. Internationally, it is highly sought after by European royalty, including the Duchess of Cambridge and the Dutch royal family, earning it the reputation of being the “aristocrat of ski wear.”