After the lunch break, the 2017 COA Summit Forum entered the second half.
The topic of the third session was: The Future of China’s Outdoor Products—The COA Outdoor Product Quality Standards System and Made in China
Right at the start, Mr. Huang Geng from Nanjing Biancheng Sporting Goods shared the principles and reasons behind the standards COA established for down products last year. In 2017, COA has initiated discussions and gathered feedback on quality standards for more categories of outdoor products, with plans to announce them in the first half of 2018. China has long been a manufacturing giant, and how it can evolve from a manufacturing power to a manufacturing powerhouse through the wave of Industry 4.0 is a question the entire industry must consider. Judging from the history where the outdoor manufacturing sector lagged behind the sports product industry by four to five years, as well as current industry data, 2017 and 2018 will be turning points for the outdoor industry. The domestic outdoor market is on track to become a massive one worth over 150 to 180 billion RMB, though that will still require a long process. Brands and manufacturing will be the driving forces in this market.
After sharing his views on European designers once again, Mr. Huang raised another issue: while we invite foreign designers to China, Made in China also needs to go global, and Mr. Lv from Fire-Maple is one such example. Mr. Lv brought the discussion back to the most fundamental question—focusing on the product and understanding the competition. He believes that before going global, the first question to ask is whether your product meets the demands of overseas markets and whether it has enough unique features (Chinese characteristics). It's also important to listen to feedback from international partners about domestic brands. Mr. Lv shared that Fire-Maple has not yet entered the mainstream markets of North America or Europe but has started with regions like Eastern Europe and South America, establishing a foothold there through cost-performance value. Entering the markets of Europe, America, and North America will require the brand’s own value proposition and a more diverse product line. Mr. Lv reiterated the importance of focusing on the product, perfecting niche categories, and maintaining this dedication and craftsmanship. Supply chain management will become a top priority for Fire-Maple in the future. With the rise of personalized customization and changes in the manufacturing and sales environment, building an effective supply chain will be crucial.
In the final discussion segment, during the Q&A with the audience, one question addressed the issue of talent reserves in China’s manufacturing industry. The three companies face different challenges due to their varying operational models. Gore has formalized talent systems under its U.S. headquarters, while YouTu and Fire-Maple both struggle with a lack of design talent. Mr. Huang concluded that China currently faces a shortage of design talent, while the situation for management talent is somewhat better. However, high-level operational and sales talent remains scarce, which poses certain challenges for brands aiming to go international.