2016Year2Month24-27On the dayCNCCat the National Convention Center in the capital city of Beijing (ISPOBeijing2016The 12th Asia Outdoor Trade Show, along with the concurrently heldAlpitec China8th China International Mountain & Winter Sports Machinery Expo, witnessed a substantial increase in the scale of the winter sports segment compared to previous years. As one of the most important professional trade fairs in the Asia-Pacific region's sports and fashion industry, thisISPO2016Beijing edition gathered490exhibitors700and over a hundred participating brands, showcasing the latest products and technologies across various fields including winter sports, outdoor activities, extreme sports, sportswear fashion, and functional fabrics and materials. At the exhibition site, HowToTrip interviewedMr. Lin Mingwen, General Manager of Fenix China,and the following is an excerpt from the interview:
HowToTrip:Fenix products have been on the Chinese market for some time now. How have they been performing in the Chinese market?
Lin Mingwen:I’ve always been quite satisfied with the performance of Fenix’s various brands, especially Suunto, in the Chinese market.FjallravenHowToTrip:
What is your view on the outdoor market in China?Lin Mingwen:?
I believe that China is undoubtedly a huge potential market, but it needs a growth period. This is related to the overall development history of outdoor activities in China as well as the habits of Chinese people, and it will take time. However, given the large population base, the market is indeed enormous.HowToTrip:
What specific measures has Fenix taken to cater to the conditions of the Chinese outdoor market?Lin Mingwen:
We have consistently emphasized healthy and sustainable development for the Chinese market, without rushing. Because the market needs a growth period, and for a brand to take root and grow in the market, it takes time. Therefore, for the Chinese market, our brand has made adjustments, such as in product sizing and cuts, but the core essence of the brand remains unchanged.HowToTrip:
What do you think are the advantages of Fenix?Lin Mingwen:
Lam Ming Wun:The advantages are quite clear. First, the combination of brands under the group is all high-end and excellent. In particular, the brand style of Fjällräven (Fjällräven)Fjallravenis quite distinctive, differing from other outdoor brands currently seen in the market, with a strong Nordic style. In terms of the products themselves, for low-altitude activities such as hiking, it performs very strongly in functionality.
Green Field Network (Green Field Network):Now the e-commerce market in China is booming, such as Taobao and JD.com. In response to this e-commerce boom, what adjustments have you made to product sales??
Lin Mingwen:First, we place great importance on the development of e-commerce—it’s a major trend, and we are adapting to it. Secondly, we also have our own understanding of this: outdoor is an experiential product. In China’s emerging market, as a mid-to-high-end brand, we hope to have more direct contact with consumers who are new to outdoor sports, rather than just relying on virtual promotion through e-commerce. Therefore, we also focus on offline channels. We hope multiple channels can work together in coordination.
Green Field Network (Green Field Network):Are there any differences in product design and styles between online stores and physical stores??
Lin Mingwen:Currently, all our products are directly brought from overseas to be sold in the Chinese market, so online stores and physical stores are highly unified. We basically follow the same styles, same prices, same marketing efforts, and maintain the same level of market presence.
Green Field Network (Green Field Network):Now many brands are opening their own flagship stores. Are your offline stores operated in partnership with other brands, or do you run them as flagship stores yourselves?
Lin Mingwen:For offline channels, we currently have two main types: specialty outdoor stores and shopping malls. This year, we will add a more comprehensive channel offline, such as those related to self-driving and fashion, because our brand itself has strong outdoor attributes and functionality while remaining stylish.
Green Field Network (Green Field Network):Online stores and physical stores are highly unified, but the outdoor markets in China and abroad are not exactly the same. Are there any differences in your products?
Lin Mingwen:This brand is doing very well globally and is in a phase of rapid growth. But for regions with significant differences, we also offer targeted products. Currently, the product line is quite broad, allowing each market to choose the products they need.
Green Field Network (Green Field Network):Do you have products specifically designed for Asians or for the Chinese market? Are these products designed and developed by the domestic team or the European team?
Lin Mingwen:We design products specifically for the Chinese market. Our design team provides corresponding designs based on demand, then conducts product testing in various Asian markets, collects feedback, and makes adjustments and improvements accordingly.
Green Field Network (Green Field Network):Today we’ve talked about clothing brands, etc. Do you have plans to support the overall market in other forms in the future?
Lin Mingwen:In the future development of the group, we will continue to introduce new brands that are compatible with the existing ones. In the future, the group will engage in brand operations and retail group operations—for example,2015we acquired Germany’s largest outdoor specialty chain store. We will also continue to expand our brand portfolio.
Green Field Network (Green Field Network):As the General Manager of Fjällräven China, what do you see as your mission?
Lin Mingwen:My mission is to bring Fenix’s excellent brand to China, allowing Chinese people to enjoy the benefits these brands offer.
Green Field Network:Regarding brand promotion,2016What offline activities will be held at the annual meeting?
Lin Mingwen:2016This year we will have some events. Our headquarters in Europe will hold two activities: one is a summer classic trekking event,110and the other is a winter polar trekking activity. In China, we will also organize corresponding outdoor events, including collaborations with the media.
Green Field Network:The outdoor industry has been discussing how2015the outdoor market development in 2023 was slow and even showed signs of decline. What’s your view on that,2016and what adjustments will be made at the annual meeting?
Lin Mingwen:First, different brands are at different stages of development, and the opportunities provided by the market also vary. For Fenix, we have not seen a downward trend so far—it is actually in a phase of rapid growth. The scale of our brand itself is not very large, and there are still many untapped markets, which means there are also many opportunities. We have always adhered to healthy and sustainable development, and are making steady progress in an orderly layout, firmly establishing ourselves in this market.
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