The 12th ISPO Beijing 2016, Asia’s premier trade fair for sports equipment, apparel and fashion, was held from February 24–27, 2016, at the China National Convention Center (CNCC) in Beijing. Co-located with Alpitec China 2016, the 8th International Exhibition for Mountain & Winter Sports Equipment, the winter sports section saw significant growth compared to previous years. As one of the most important professional trade shows in the Asia-Pacific sports and fashion industry, ISPO Beijing 2016 brought together 490 exhibitors and over 700 brands, showcasing the latest products and technologies in winter sports, outdoor activities, action sports, sports fashion, and functional fabrics and accessories. This interview with Greenfield.com was conducted on-site.TUTUOutdoorVice PresidentandTUTUTravelas well as Head of TUTUOutdoor ClubMr. Lin Zhangfeng. Below is the full interview transcript:
GreenfieldNetwork: Could you share with us your outdoor journey?Aboutyour outdoor history
Lin Zhangfeng: My connection with the outdoors was also a matter of serendipity. Back in 2002, before I started my own business, I discovered that a new outdoor club called Toread Outdoor Sports Club had been set up in my hometown Putian — possibly by a Toread wholesaler. That club sparked my interest in outdoor clubs. In 2003, we established the Putian Mountaineering Association, and I am still the president of that association today.I alsostartedfromthat time to get involved with clubs and organizing club activities.Back then, our clubactivities were quite simple,and we didn’t have much gear, but we really enjoyed it. Later on, we began organizingteam outdoor expansion trainingThat was when I started getting involved with clubs and organizing club activities.Back then, our clubhad very simple activities,and we didn’t have all this gear either, but we really loved it. Later on, I began doingteam outdoor expansion training.During this process, we met some like-minded friends, and together we started our entrepreneurial journey.In the processof starting up,we continuously reflected on the future of the club.At that time, we spent three months visiting about two hundred clubs across the country to understand their perspectives.Eventually, we clarified what we wanted to do and founded TUTO.
Green Field Network:It has been nearly nine years since TUTO was founded. What inspired you to tap into China’s outdoor market at that time?
Lin Zhangfeng:Nine years ago, when TUTO was first established, our partners had the opportunity to engage with the international outdoor sports industry, including distributors of sporting goods..We predicted at the timethat China would place greater emphasis on health in the future,and that there would be an upgrade in consumptionwithin the outdoor sector.So starting in 2007, we clearly definedwhat TUTO aimed to do and beganformulating the company’s future development plan.To this day,the things we want to achievehave not changed.2015We launched the outdoor sports club project in 2015. Actually, we had wanted to do it for a long time, but we needed the right opportunity. From 2014 to 2015, we rolled out large-format store projects nationwide, opening stores ranging from 2,000 to 3,000 square meters. These spaces provided ample areas for activities, and we had dedicated guides organizing weekly events, returning to the original operational model of clubs.At that point, we felt the opportunity had arrived and the conditions were right, so we leveraged these large city-based stores to implement our outdoor club plans.What we truly want to be is a service provider for the outdoor lifestyle. And the outdoor life is not just about buying gear—it’s also about learning specialized knowledge, exchanging survival experiences in the outdoors, and enjoying outdoor activities with like-minded companions.,Thisis actuallythe essence of the outdoor lifestyle: our retail stores sell products, and at the same time, they work with clubs to promote cultural exchange. The clubs are what take youOutdoorallows you to meet like-minded companions, and at HowToTrip Travel, we undertakeiseven more distant outdoor dreams. The philosophy of HowToTrip Travel is to take you to the most beautiful places to engage in the outdoor activities that best suit you. This is a complete series of services, from sales to trial experiences to in-depth travel. That’s whywebased on thislogicstarted our outdoor sports projects.
Green Field Network:HowToTrip Outdoor officially launched its club project in 2015. What do you think the role of clubs should be in China?
Lin Zhangfeng:Ibelieveit is veryimportant for clubs to findtheir own characteristicsandtheir own advantages and stickwith themover the long term..Ihave many friends around me who are involved in outdoor activities.Some have persistedfor a certain period of time,and after gaining enough experience, they beganto take on corporate team-building events.of,thereare those specialized ingovernmentplanning and execution,thereare those doingleisure tours in surrounding areastransitioningintothereare also those who stick toprofessionalextreme outdoor activities,and alldo a really good job.Actually,it doesn’t matter whattypeof market you choose—what’s important
isbeing able to find what you’re good atanddevelop your own unique style.Also,I think ifyou want to takeoutdoor activitiesAwarenessof the outdoorsis a service industry, so don’t bring the self-orientedandindividualistic mindset from outdoor activitiesinto how you treat customers.So its core lies in service, but the nature of its service demands is different from that of traditional industries. Today, the service industry focuses on food,accommodation, and transportation,whereas the service provided by outdoor clubs may involve professional support,、and even the most basicsafety protection.In the future, those who provide better service will have greater opportunities foroutdoorclub development.
Green Field Network: The differences between Tuto Travel and other outdoor clubs
Lin Zhangfeng: Tuto Travel targets people who are very interested in the outdoors but have nevertried it before.Forthese people,through resource integration,we use our expertise to guidethem in experiencingthe outdoors.For example, in Dali,weare locatedbyErhai Lake,by Erhai Lakehas its own boutique inn,After getting up,open the window and you can see Erhai Lake,Walk out of the halland you’ll findthe dock right there.We have six kayaks,as well asprofessionalinstructorsto teach you. Youcan choose topaddle on Erhai Lake,ride a bike,or go inline skating,and when you’re tired, you can also return to the inn, lie on a chair, and enjoy the view of Erhai Lake; in Hulunbuir, we’ll have someone teach you how to ride a horse and give you plentyof time to gallop across the grassland; The Qaidam Basin no-man’s-land is not an issue for seasoned travelers, but for those who have neverbeenexposed to outdoor activities,heading thereseems like an unreachable dream. However, we partner with experienced local adventurers and experts,and under the guidance oftheseprofessional guides,we take you by self-drive or vehicle to see 4000-meter-altitude lakes and wildlife,so you don’t have to worry about safety — our guideshave planned the routeswith ampleon the routemade enoughMoreof,We have done our homework on safety assurance.
Weaimto present is high-standard, comfortable accommodation andtransportationunder safeguarantees,while also allowing you to experiencewhatyou once thought wasout of reach foryou in terms ofoutdoor extremes. We aim tocreate the concept of customized travel with outdoor sports characteristics.
Green Field Network:Tutu Travel is a newly established department in recent years. What role does Tutu Travel play within the entire Tutu ecosystem?
Lin Zhangfeng:Tutu Travel and Tutu Club together fulfill the function of Tutu as a service provider offeringvalue-added servicesto members. The difference is that the clubmeetsshort-term travel needs, while Tutu Travel caters to long-term travel demands.Tutu Club, as part of our service provider, is responsible for popularization and promotion, while Tutu Travel delivers in-depth outdoor experiences. Theyare mutuallyIt is in line with what exists.
Let me tell you more about the club., 2016 was the year we expanded our club operations comprehensively. We launched our own TUTO Outdoor Community, a WeChat-based community, and there will be an app available in the future to support it.supportOur members can sign up more quickly through it. The platform provides outdoor knowledge and videos for everyone to learn and exchange ideas. There will also be some social features. This year, we plan to establish our clubs in 40 cities across the country, with dedicated event specialists or team leaders.40 citiesacross the countrywill host activities whileorganizing events in various cities to guide our members in participating and experiencing them. We offer a variety of formats, such as fitness activities,for example,every Tuesday or Wednesday evening we have night hiking or night cycling, and every weekend we organize a series of mountain climbing and camping activities. Each month, we launch a nationwide theme event—for instance,last yearin September, we organized the 922 National Car-Free Day environmental protection cycling event,and in October, due to many sales events,wedidn’t hold one. In November, we had the Singles' Day fluorescent night run,and in December, we held a nationwide unified New Year’s Eve event. By combining regular fitness activities, weekend experience events, and monthly theme activities, we aim to provide a series of services to our members nationwide through our retail stores. Its role is to promote and popularize outdoor activities, and currently, it is being done in a public welfare format. We alsoIn December, we launched a nationwide unified New Year's event. We offer our members a series of services across the country through a combination of daily fitness activities, weekend experience events, and monthly theme activities, all based at our physical stores. Its role is to promote and popularize outdoor activities. Currently, this is being carried out in the form of a public welfare initiative, andoffer prizes as incentives.
Greenfield Network:Since last year, TUTO has been sponsoring winter sports events for the Winter Olympics. What are your plans for the Winter Olympics this year?
Lin Zhangfeng:We started collaborating with the Chinese Bandy National Team back in 2015. Bandy is a sport that predates ice hockey. This year, in addition to the Bandy National Team, we are also partnering with both the Chinese men's and women's national ice hockey teams.isasport.In our view, ice hockey isthe most competitiveamong ice sports, and it also hasstrongentertainment value.Moreover,it has no regionallimitations,so we believe this aligns quite well.
Regarding product planning, in the future structure of our offerings, we will focus our product deployment around major winter activities. For snow and ice sports, we will organize member trips to participate in snow and iceTutoClub and Tuto Travel activities year by year based on our actual circumstances, to get more people to fall in love with snow and ice sports. Tuto Travel has its ownsports,Changbai Mountain skiing routes, allowing southern guests to experience Changbai Mountain skiing during the Spring Festival,ofas well as ice activities. Next year, we may launch a snow-related route in Northeast China, bringingexperiencing ice activitiesmore people to experience it. Currently, our store sales are divided into eight categories, one of which is extreme sports—specifically skiing. We are also continuously introducing new brands, and this is being advancedmore people to experiencein line with this layout and structure.according tothis layout and structureto carry out.
Greenfield.com:In 2015, Tuto acquired the brand agency rights for Salewa in China. From the club’s perspective, what plans do you have for this brand in 2016–2017?
Lin Zhangfeng: The core philosophy of Salewais to encourage people to participate in outdoor and mountaineering activities, and thiswiththe philosophy of TUTO is very much in line, and we have also beendoing outdoorpromotion and popularization. But Salewa will position itself more towards the mid-to-high-end demographic. For this segment, our current plan is to engage in cross-industry joint promotion with some car brands and products with a strong sense of quality. Salewa’s headquarters and BMW’s headquarters,Red Bull, and othershave long-term collaborations, so we are also in discussions with them. In the future, Salewa will also participate in our club activities.Of course,theywill chooseactivities that align withSalewa’s brandcharacteristicsand brand tone.Primarily,wewill focus on mountaineering and skiing.
Additionally,Salewa’sproduct line is more lifestyle-oriented. We visited Salewa’s Italian headquarters, and the impression we got was thatSalewa is a brand that really understands life. What they aim to convey is Alpine-style living. That area has many castles, numerous vineyards, their ownSalewa is a brand that truly understands life, and what it aims to convey is the Alpine way of living. That place has many castles, numerous vineyards, its ownwool factory and cheese factory. What they advocate is the pursuit ofwool factory and cheese factory. What they advocate is the pursuit ofa quality life.Youcan go skiing in the Alpsat any time,and thenreturn to a centuries-old castlereturning to castles that are hundreds of years oldEating cheese and drinking red wine, all of thiscan be done while wearing Salewa clothingclothingas yougo about your day — this is their way of life