The guest speakers for this session are Mr. Chen Baishun, General Manager of the Apparel Supply Chain at Explorer Group; Mr. Li Chunchen, General Manager of Beijing Geju Technology Co., Ltd.; Mr. Li Weigang, Founder of the RICO LEE brand; and Mr. Li Bo, Founder of Fengmi Technology Apparel.
Mr. Li Chunchen, General Manager of Beijing Geju Technology Co., Ltd., served as the moderator for this sharing session. Right from the start, Mr. Li told the audience that this session would deliver real insights, and it seems he had prepared quite a few sharp questions~
The afternoon sharing session primarily focused on supply chain management and integration. In response to the first question from the moderator: Why does outdoor product design need to be professional? Mr. Li Weigang admitted that he is somewhat of a latecomer to the field. He believes that upgrading the functionality of equipment is a long and gradual process. Functionality is the foundation of outdoor products and has permeated every aspect of them. Changes in people’s lifestyles have made the public more focused on experience, and functionality remains an indispensable element of outdoor products.
“If you’re not professional, you’re not part of the outdoor community,” said Moderator Li. Regarding the gap between Chinese and international outdoor brands, Mr. Li Weigang believes that China has the capability to produce top-tier products, especially since many well-known international outdoor brands are manufactured in China. Although outdoor is an imported concept, domestic brands have continuously improved their designs and products through ongoing learning. The bigger gap lies in the user base—outdoor gear overseas is often used for sports, while in China, it is more commonly used for warmth and daily commuting.
More and more international brands are eager to enter the Chinese market, which shows the immense potential here. For domestic brands, however, this also presents pressure.
“Where is the path to breakthrough for brands facing difficulties?” This was the second question posed by Moderator Li. Mr. Li Bo, Founder of Fengmi Technology Apparel, conducted a quick poll among the COA audience to see how many were brand owners. As a representative of small and medium-sized supply chains, Mr. Li Bo felt that the industry currently faces various challenges.
Mr. Li Bo believes that the material side is the foundation of apparel, but the general public lacks knowledge about these materials, which needs to be addressed. In terms of social media marketing, there are significant differences in product perception between the 70s/80s generation and the 90s generation. For the post-90s crowd, fun may be more important than functionality.
Tailoring marketing strategies to different audiences is Mr. Li Bo’s stance. Products need to accurately target their specific consumer groups, which is a key focus for any brand.
“How can products precisely meet user needs?” The moderator posed this question next. Mr. Li Bo believes that consumer demands cannot always be met in the short term. Additionally, using social media to engage consumers in discussions is important. KOLs represent the opinions of certain groups, which are crucial for product development.
The moderator noted that asking about failures rather than successes is the choice of the wise. When discussing his own setbacks, Mr. Li Bo talked about the Storm Jacket series—a new product line that is essentially a raincoat. However, the crowdfunding results were not as successful as expected. For today’s youth, raincoats are often seen as unstylish and made of low-quality materials, so most are unwilling to spend hundreds of yuan on even a cool-looking raincoat.
Your development needs do not necessarily reflect consumer demands—this was the insight Mr. Li Bo gained from this experience.
Mr. Li Weigang also shared his thoughts on a painful experience. “I want to create cool outdoor gear”—that was his vision, and he was certain that was what he wanted to do. But waiting for market momentum took two years. By the time outdoor apparel started attracting broader consumer interest, Mr. Li Weigang realized he had missed the timing.
Mr. Li Weigang gave an example: waterproofing is undoubtedly an important functional requirement, but people also want style, breathability, and softness... It’s difficult to perfect everything in one product because achieving the ultimate requires immense effort and means sacrificing other aspects. However, if you shift perspectives and integrate the product into different scenarios, you might discover a whole new opportunity.
Sports functionality carries emotional appeal. Fitness and running are fast-growing segments for Mr. Li Weigang’s company, and fashion sportswear is also a key part of RICO LEE’s business.
Everyone has their strengths, but when you go out with fixed thinking, you sometimes find that others don’t care—this is something Mr. Li finds quite frustrating.
Mr. Chen Baishun, General Manager of the Apparel Supply Chain at Explorer Group, started by saying that the importance of the supply chain is still underestimated. Internationally, brands come first, followed by the supply chain, but in China, it’s the opposite. We often create demand rather than uncover it.
The development of the supply chain has gone through four phases: The first phase involved foreign companies setting up factories in China, with many supply chains supporting local brands. The second phase saw the emergence of outdoor brands, where Taiwanese factories and materials aided their growth. The third phase was an awkward period for outdoor brands, marked by insufficient supply chain support, making things difficult for them. Now, we’re in the fourth phase, where the supply chain is finally being prioritized. With national development, significant technological advancements have been made, benefiting smaller domestic brands.
How can we transform 'Made in China' into 'Created in China'? Our R&D and market efforts used to serve manufacturing. In the past, excellent supply chains promoted brand growth, and now we should collaborate with the supply chain to achieve a win-win situation.
Regarding the recent decline in Explorer’s stock price, Mr. Chen Baishun believes that for any brand, supply chain shortages during rapid growth phases are common. He thinks that a solid supply chain will help ensure a smoother future for Explorer.
Mr. Chen stated that Explorer’s adjustments aim to improve product quality. What was once about “digging for gold mines” has now shifted to brands giving back to the supply chain. A robust R&D center guides factories in achieving overall technological upgrades, which is positive news for the brand.
An audience member raised the issue of conflicts between environmental protection and supply chain delivery times. Mr. Chen responded with Explorer’s “green supply chain” approach. Planning ahead, avoiding waste, phasing out unqualified factories, and supporting excellent ones are all part of the solution. “We shouldn’t only think of ourselves—we also need to think about our descendants,” Mr. Chen added.
The second audience question was directed at Mr. Li Bo, who was asked about creating viral products. Mr. Li believes that viral products aren’t suitable for all categories and work better for high-frequency use scenarios. If one insists on “making a splash,” he suggested that rescue-related products don’t necessarily need to chase trends. Instead, looking at things from the perspectives of human care, life value, and spiritual meaning might reveal new opportunities.
The final audience question was about the feasibility of integrating the sharing economy with the outdoor industry. Mr. Li Bo thinks that the sharing economy and the sharing concept are different. From a product standpoint, he observed that many people are involved in the sharing economy (such as shared women’s clothing), and the fashion industry has labeled clothing as “free” in some cases. Although few are currently active in this space, it shows potential.
When everyone flocks online, you’ll find that social media marketing is a great path. Mr. Li Bo believes users need stimulation—using straightforward language or even GIFs to capture their interest.
Never give up—never give up your expertise, never give up your philosophy, never give up your outdoor spirit. The moderator ended the sharing session with these words.
Excerpted from Equipment Library editor Rabbit