The speakers included Mr. Gao Zhiqiang, General Manager of Global Sources Trade Platform; Ms. Liu Huifen, Sales Director of Nitecore; Mr. Xu Guoqing, Founder of Kolumb; and Mr. Liao Jun, Head of Business Development for Amazon East China.
How to sell Chinese products to foreigners? In response to the host’s question, Ms. Liu Huifen, Sales Director of Nitecore, shared Nitecore’s experience: establishing an overseas brand image through professional exhibitions in Europe and America; emphasizing multilingual talent to inject new energy and facilitate communication; strengthening localization efforts abroad by securing prime exhibition spots through local partners—these are all key takeaways from Nitecore’s international journey. Ms. Liu also revealed that Nitecore’s sales reached 300 million RMB in 2017.
Mr. Xu Guoqing, Founder of Kolumb, stated that Kolumb has brand distributors in 46 countries, with about half expanding overseas through outdoor retail stores.
Collaborating with international big brands has become a traditional business for Kolumb. Online testing helps consumers gain a fresher understanding of the Kolumb brand. To succeed in the international market, product quality is core—enhancing channels through products and driving the brand via channels, this is Mr. Xu’s view. Tailoring R&D for different markets is also a secret to Kolumb’s success.
Mr. Gao Zhiqiang, General Manager of Global Sources Trade Platform, mentioned that 90% of Global Sources’ exports are online, with a sales network spanning 200 countries and regions, and 39 overseas warehouses.
As the first cross-border stock on the Chinese stock market, Global Sources has shown interest in outdoor products. At the event, Mr. Gao proposed the slogan “going global together.”
Mr. Liao Jun, Head of Business Development for Amazon East China, used data to make his point: in the U.S., Amazon’s online growth rate is five times that of offline. For those looking to enter foreign e-commerce, Amazon is undoubtedly an excellent platform, he said. Japan’s Amazon site sees over 50 million monthly visits, while Australia’s Amazon is a paradise for off-season retail.
“Pitfalls for foreigners,” a new topic introduced by the host. Mr. Gao from Global Sources advised maintaining an open mindset, as different platforms abroad define products differently. Even the relatively mature markets of Europe and America show variations, while countries like Russia and Turkey have distinct product demands. Understanding foreign information and data is essential—only with accurate positioning can conversion be achieved. More often, these are pain points rather than risks, according to Mr. Gao.
Speaking of pitfalls, Mr. Xu, as a veteran, suggested changing perspectives: if your product is market-fit, it’s not a pitfall. If anything, market entry requirements and intellectual property rights in different countries are the two biggest pitfalls, which have affected 40% of companies in Shenzhen and Yiwu. Such issues are highly probable, and domestic irregular practices often become our own stumbling blocks.
Regarding patent and tax issues, Mr. Gao emphasized the importance of big data—understanding your product’s overseas information is a crucial step.
What benefits do local brands bring by going abroad? In response to the host’s question, Ms. Liu said Nitecore has been maintaining traditional channels but will focus more on cross-border e-commerce in the future. Mr. Xu from Kolumb noted that compared to China’s outdoor market, which is heavily impacted by e-commerce, overseas markets are more mature, where consumers integrate outdoor living into their lifestyle—it’s not just consumption but a way of life. For brands focused on products, this is an indispensable path. “I suggest everyone go global; it’s highly beneficial for nurturing domestic brands,” Mr. Xu added.
The COA forum has concluded. The Asia Outdoor Products Expo will officially start from June 28 to July 1.
Selected by Rabbit, Equipment Library Editor