N: Asia Outdoor Exhibitionof10the yearhas witnessed the development of outdoor sports,05―06was a period of relatively rapid growth for outdoor sports. The scale of the Asia Outdoor Exhibition, in terms of both brands and attendance, has shown a gradual upward trend. The exhibition has provided a great promotional platform for many outdoor brands and channel partners.
L: As far as I know,the AustrianNORTHLANDbrand has, since2003entering China, opened more than500stores in mid-to-high-end department stores across several key cities in the country. Could you please share your thoughts on the future direction of theNORTHLANDbrand’s channel development?
N: Currently, our distribution is primarily through department stores. In the future,we will focus on expanding throughshopping mall channels and online platforms, aiming to achieve full-channel operations and promote our products comprehensively across all channels.
L:NORTHLANDWhat autumn and winter new products did the brand showcase at this exhibition,and could you share them with us?
N:Our new products can be seen at the booth behind us. For example:skiingproducts were among theNORTHLANDfirst to enter the market, have seen rapid product development, and cover the widest range of items.Business series products and down-alternative products won the Silver Award at the Asia Outdoor Exhibition. They are effective in both dry and wet conditions, as well asotherGORE-TEXproducts— all of which align perfectly with our core brand philosophy of “technology, comfort, freedom,” reflecting the company’s core values.
L：The third day of the exhibition features an important event, the Sanfo Outdoor "Mountain measuring Heroes Purple Mountain Fluorescent Run," sponsored byNORTHLANDbrand. What are the highlights of this year's event?
N：It can be summarized in two aspects. First, in terms of participation numbers—rising from500participants in the first season to1700participants in the third season, and this is despite our efforts to control the numbers. This shows that the enthusiasm of running enthusiasts is growing, and the influence of the event is expanding.
Secondly, for this event,NORTHLANDprovided our runners with new quick-dryTT-shirts. TheseTT-shirts are designed for night runners. Since night running is a somewhat risky activity, the unique reflective feature of theseTT-shirts offers higher safety for participants, which also highlights our brand philosophy of "providing consumers with the most technological and safest products,"something wehave always advocated.brand philosophy.
L：NORTHLANDbrand has been organizing the Hiking Adventure event since4this year, and it has now been running for a quarter. We’d like President Shi to share the latest updates on the event.
N：It’s a hiking activity launched online. Starting from4this year, we’ve held three sessions. Each session divides participants into groups based on different altitudes: high, medium, and low.3There arealtitude categories,and for each altitude level, we recruit different teams. Currently, there aremore than200teams participating. We hope to reach more outdoor leaders and sports enthusiasts through variations in altitude, diversity of participants, and broad geographical coverage.sThis also aligns with our brand mission of promoting healthy outdoor lifestyles.We hopeto promote the brand to larger and better platforms in the future.