The annual COA is arguably one of the highlights of the Asia Outdoor Exhibition. Outdoor industry leaders come together to share insights and experiences, making COA a hub for exchange and a platform for sharing among outdoor professionals.
Since entering a phase of adjustment in 2013, China’s outdoor products market has undergone significant changes amid the latest round of industry transformation. Sports goods have incorporated functionality, while outdoor gear has embraced fashion elements.
Functionality plus fashion has become the new direction, with brands rediscovering their positioning. How to carve out new market paths is also a question on everyone’s mind.
Innovation and change are crucial, and this COA will explore the future path of this vast market space as well.
Following the opening remarks by Mr. Huang Geng, Chairman of the China Outdoor Brands Alliance, the COA officially commenced.
The first session featured sharing from Mr. Zeng Hua, Founder of SKYREE (Sikailè), Mr.Zhang Xibing, Sales Manager of Zhejiang Feijian Technology Co., Ltd., Mr. Guo Haitao, Founder of Kaiple Outdoor, Mr. Zhao Guanghui, COO of Storm Hunter (Storm Hunter), and Mr.Ren Mo, Co-founder of Extreme Home.
As a brand that has been in business for 15 years, SKYREE is a successful example in the industry. Ms. Zeng Hua, its founder, believes that for a brand, what matters more is the strength of the outdoor community. One should not be overly focused on short-term gains. It’s essential to build mutual trust, learn from each other’s thinking patterns and perspectives – that’s the charm of COA.
Within an organization, Ms. Zeng believes everyone needs to take a step back. When everyone thinks about what they can contribute to China’s outdoor industry, that’s when progress truly begins. Warmth, encouragement, and the sense of camaraderie are the forces that a seasoned outdoor enthusiast can most deeply feel at COA.
As a member of the “Quest for Light” journey, Mr. Zhang Xibing, Sales Manager of Zhejiang Feijian Technology Co., Ltd., shared his thoughts. For instance, he mentioned that 70% of Starbucks and Supor’s steel cups are OEM-produced by Feijian. This helps those unfamiliar with the company understand its capabilities.
As a newcomer to the outdoor industry, Feijian originally started with foreign trade. Whether in terms of the quantity or quality of clients, the company has seen significant improvement. Mr. Zhang noted that within the Quest for Light platform, every brand has its own unique characteristics.
Next was the sharing from Mr. Guo Haitao, Founder of Kaiple Outdoor. The challenges in the industry have led everyone to seek strength in unity. By personally visiting outdoor enthusiasts and shop owners, the Quest for Light journey began. The initial idea was to unite the outdoor community, with their slogan being “Let dealers earn money.” The formation of clubs also attracted more customers.
The success of Quest for Light is inseparable from “sharing.” Mr. Zhao Guanghui, COO of Storm Hunter, began his sharing by humbly referring to himself as “just someone who sells clothes.” On the topic of consumption upgrading, Mr. Zhao felt it essentially means increasing sales volume. The outdoor industry downturn in 2012 prompted brands to start their innovation journeys. Over the years of Quest for Light, there has been a better understanding of dealers’ needs. The negotiation process is about eliminating concerns, as Mr. Zhao put it. After four years in operation, Storm Hunter has built its preliminary reputation, and joining Quest for Light provided deeper insight into dealer needs.
The final sharing guest was Mr. Ren Mo, Co-founder of Extreme Home. He believes the unknowns of the outdoor market require collective exploration. Approaching the entire market with an open mindset is very important. Whether brand owners or dealers, the outdoor industry chain is like a connected circuit. Though we’re still in the “initial stage,” Mr. Ren remains confident. Setting aside car loans and mortgages, the money people have is meant to improve their quality of life. Compared to other industries, competition in outdoor is less fierce, and while competitors, they are also friends.
With the rise of many online influencer sports, many ordinary people want to get involved but lack access. This is a regret for Mr. Ren. From upper social classes to consumer groups, there is still very little understanding of the outdoor industry. COA brings everyone together, giving them a chance to speak with one voice. What is outdoor sports? What are outdoor gears? These are things we need to popularize among the public.
Your PUBG, your Honor of Kings, are not your whole life. Outdoor activities can offer a richer lifestyle, and the impact of outdoor travel brings more possibilities to life.
Product optimization and external information optimization are all reasons behind Extreme Home’s success. Mr. Ren believes attracting more potential consumers is our current focus. When we come together, the result is greater than the sum of its parts. You have clothing, I have cookware, he has backpacks – we need to unite to compete with the outside world. Online marketing, offline events, drawing more consumers in, allowing them to gain more outdoor experiences. Lowering the barrier to entry so everyone realizes outdoor is closer than we think, experiencing lives they haven’t before – isn’t that the charm of the outdoors?
The sharing from the five guests concluded, offering perspectives from different angles and sharing their expectations for the outdoor industry.
Selected from Equipment Library editor Rabbit