ISPO-Hang Xiaolan:Ding-dong, the third episode of 【Xiaolan’s Salon – ISPO AWARD Special】 is here again to meet you all!
The first two episodes explored “how established companies navigate the path of innovation.” In this episode, we’ll invite guests to discuss —the role of the “ISPO Global Design Award” in corporate innovation(yep, it’s a shameless plug, smiley face). Our special guests this time are:
- Managing Director of Happy Fox (Actionfox)Mr. Li JunMr.
- Founder of Fire-MapleMr. Lü QidingMr.
- Product Director at Biancheng Sports, Head of Product Planning and R&D for Northland and HALTIMr. Zhu LeiMr.
- General Manager of Overseas Business Center at 361°Mr. Lin BinghuangMr.
- President of NALIDAMr. Liang BingMr.
- R&D Management Center Director at Toread (TOREAD)Mr. Chen BaishunMr.
ISPO-Xiaolan:Why did you decide to participate in the “ISPO Global Design Award” selection?
Actionfox-Li Jun:Every year at the ISPO Munich and Beijing exhibitions, I see many outstanding products win this award, and I know outdoor enthusiasts really recognize it. Last year was our first time entering, purely out of curiosity—we just wanted to be part of the community and understand everyone’s needs.
Fire-Maple-Lü Qiding:Fire-Maple’s corporate culture encourages trying new things. In 2013, we learned through an ISPO email that the award had come to China, so we immediately prepared our application materials and photos. As a result, our “Wasp” gas stove won the gold award—what a lucky connection!
Biancheng - Zhu Lei:We have always been partners with ISPO. Our original intention in participating in this award was to examine our own innovation capabilities, while also motivating us to continuously strive toward international advanced design standards. We are very grateful to ISPO for providing this global platform, allowing Chinese brands to showcase the strength of 'Created in China' to the world.
361° - Lin Binghuang:We learned from colleagues at our domestic and European business centers that this selection is an important award for sports product innovation, and the winning products and designs over the years have become industry benchmarks. Last year, we participated in this selection with confidence in our products, hoping to compete with internationally renowned sports brands on a level playing field.
ISPO - Xiaolan:What has been the market feedback since the award-winning products were launched?
Fire Maple - Lü Qiding:The feedback has been very positive, basically in line with expectations. 'Prajna' is a product suitable for both outdoor and home use, and with the health benefits of titanium, it can now be seen in many travel and outdoor photos.
361° - Lin Binghuang:The SPIRE running shoes have received positive evaluations from the market and consumers in the United States, Brazil, Europe, and China. They were also described by American Runner's Magazine as 'extremely comfortable shoes with high elasticity and support.' They have gained recognition from running KOLs and professional runners, as well as attention and coverage from professional running media.
Nitecore - Liang Bing:The award-winning product has been very popular with users since its launch. Last year, I gave a KniSFor Nishan (knife, fork, spoon set) to an American named Matt, who volunteers to protect rhinos in South Africa. He loved the product and provided me with many usage photos during his time using it. Later, we even used his feedback photos for our official website images—they looked very authentic and had great effects.
ISPO - Xiaolan:What benefits does winning the 'ISPO Global Design Award' bring to a company?
Toread - Chen Baishun:Winning the award greatly enhances the company’s image, proving that the company possesses high-level production technology and capabilities. It also clarifies the professional direction of the company’s products in the future development of outdoor specialties.
Actionfox - Li Jun:Winning this award is undoubtedly a significant boost to brand and corporate image, and it also increases retailers’ recognition of the brand, serving as a powerful wake-up call.
The sales growth of the award-winning product has been rapid. On one hand, end consumers prefer innovative products, and on the other hand, with ISPO endorsing the product, it is more likely to attract the attention and recognition of international buyers, providing opportunities for the brand to expand into the global market.
Nitecore - Liang Bing:The award-winning products have been displayed at various ISPO exhibition sites this year, allowing more users to experience our products up close and gain a deeper understanding of our brand.
Biancheng - Zhu Lei:Beyond these marketing effects, I believe that winning in such an international professional competition gives employees a sense of recognition and pride, inspiring them to invest more enthusiasm into product innovation, which in turn helps the company stand out in this wave of fierce competition.
ISPO - Xiaolan:Throughout the interview process, we received a lot of thanks from companies, and I think this is the most proud achievement for ISPO. We are delighted that the award-winning products are recognized and loved in the global market, and we look forward to seeing more Chinese brands shine on the stage of the 'ISPO Global Design Award.'
Article by ISPO Original