The guests for this session include Mr. Yang Yihua, CEO of Xingzhuang Outdoor; Mr. Ren Mo, Co-founder of Extreme Home; Mr. Wang Ximing, Deputy General Manager of Berghaus; and Mr. Cai Tengchang, Founder of Xingying.
Mr. Yang Yihua, CEO of Xingzhuang Outdoor, started by introducing his platform, while Mr. Ren Mo from Extreme Home also shared his experience collaborating with Xingzhuang. For brands, the unavoidable question is whether this disrupts existing distribution channels.
Mr. Ren believes that having a broad perspective is crucial. Brands bring prestige to platforms, and platforms introduce brands to audiences they haven’t reached before—that’s what brands truly value.
Next, Mr. Wang Ximing, Deputy General Manager of Berghaus, shared his insights. He believes there are no shortcuts to success—it always requires putting in the hard work that others are unwilling to do.
“Time,” “team,” and “culture” are Berghaus’ three key focus areas. “Reaching 100 million RMB in sales within three years” was the goal set by the Berghaus team when it was first formed, and they achieved it in just a year and a half.
The average age of employees at Berghaus is 26, making it a very young team. “You have to believe in young people—the future belongs to them,” said Mr. Wang. The education and social environment today give young people more opportunities to broaden their horizons.
Support from suppliers and the team’s “go-getter” attitude have brought Berghaus to where it is today, and “customer first” is also one of its core values. A 90-day logistics return policy and lifetime free repairs reflect Berghaus’ commitment to customers.
Mr. Cai Tengchang, Founder of Xingying, described himself as a newcomer to the outdoor scene. Travel guides and outdoor social networking are areas where Xingying excels. The gradual merging of travel and outdoor activities also reflects the trend of consumption upgrading. Everyone has value, and there’s no need to fear homogenization—this is something Mr. Cai often emphasizes.
Outdoor activities are inherently highly social products. Mr. Cai believes it’s important to look beyond the surface. Whether it’s the success of a brand or a platform, it ultimately represents a certain phenomenon.
In closing, Mr. Yang stated that he believes the true driver of demand in the outdoor industry lies with clubs and guides. The market for clubs and guides is still in its early stages. Helping these clubs grow and enabling them to organize better activities can drive the development of the outdoor industry.
It’s common for brands to think they’re doing well, but due to pricing or other reasons, their sales don’t meet expectations. Mr. Yang believes that precise customer targeting is very important, along with providing expert guidance from opinion leaders—that’s his proposed solution.