Green Field Network ISPO Brand Interview with UTC Travel CEO Kong Weihong

Kong Weihong: Exploring travel. Looking at current trends, the tourism market has evolved into travel experiences, while our outdoor market has gradually expanded from specialized challenges to mass activities. For us, sinceEagle Creek40, we've been following urban travelers in their quest for exploring travel — and this exploration includes pushing limits, discovering the world around us, and even exploring oneself to become a better person. In terms of product expression, so-called exploring travel is inherently about the unknown. A key concept in product development is “all, benefit, mobility.” “All” means all-weather suitability — applicable in any environment and any weather, seamlessly transitioning between different phases of travel. That’s an innovation point in the brand’s product design. Also,Timbuk2andINUKbring more original products.Timbuk2has been very popular recently. Its hometown is San Francisco, USA, also the home of Silicon Valley. Makers are currently a very popular trend in China, and from that perspective, this brand is no longer just about being the originator of the iconic backpack, but has become a trendy icon in the city.

Green Field Network: It is understood that2015marks theEC40anniversary. We also saw many new products fromECon site. Can you elaborate on the innovations and changes in the full range of2015products for theECyear?

Kong Weihong:Overall, I think it still comes down to the “all, benefit, mobility” concept. Since the goal is suitability across all these areas, many products have been upgraded, especially in terms of fabric patents, design, and the use of three-dimensional mechanical principles and technology. For example, this “trunk” model can be easily disassembled — it can function as a backpack or a wheeled suitcase. Road trips are very popular now, and we never know where users are headed, whether it's high mountains or remote islands. This product can adapt flexibly based on needs. So our products are always focused on the customer experience, thereby better serving customers through the product — that’s the biggest change. Additionally, the biggest innovation is the move toward fashion. From suitcases to care products to accessories, we’ve integrated a youthful, colorful concept, yet we still guarantee lifetime warranties on product quality. I believe that’s a key element for a brand’s long-term development.

Green Field Network: Then, with the arrival of theEC40anniversary, do you have any special commemorative or limited-edition products for consumers?ECfrom

Kong Weihong: We have specially created a commemorative series of backpacks for theEagle Creek40anniversary. The reason we sayECwe pay close attention to the real needs of travelersECis that, aside from their vibrant appearance, all the materials used are high-quality outdoor materials. From a functional perspective,ECsafety R&D has been updated to the third generation, covering object safety, personal safety, and information security—all of which are integrated into this product. In terms of design, we’ve included multiple functional compartments inside. This commemorative product combines allECoutstanding features: style, easy maintenance, and safety. Additionally, while our previous outdoor backpacks were more suited for outdoor use, we hope this one will be equally suitable for everyday life. The price is also very attractive—normallyECpriced around800-1800, but this one is only399yuan.

Green Field Network: As an expert in multi-brand travel luggage, could you talk about2015the trends in the outdoor travel equipment industry this year?

Kong Weihong: With the development of mobile internet and the concept of mass entrepreneurship, travel will become increasingly popular, but outdoor travel will gradually become more mainstream, no longer limited to professional or extreme activities. The three key aspects will be travel scene experience, sharing, and participation. Therefore, we plan to leverage more offline channels to introduce a model that combines physical and virtual elements—upgrading our experience stores and increasing interaction with people through more micro-marketing activities. By synchronizing online and offline efforts, we aim to shift people’s focus from the product itself to human interaction. From our perspective as industry professionals, we should offer more themed travel experiences, such as trail running events, urban challenges (as initiated in Shanghai), cycling races, and other diverse outdoor activities. From a product standpoint, our user base is becoming younger, so we now prioritize aesthetics over technical specs. Another important point I believe contributes to the success of our brands is that our products are truly localized. A significant trend is also smart technology—the “Internet+” and its “+” will have a major impact on the outdoor industry. Previously, we focused more on sales, but now the market is more segmented, and the exploration travel market is emerging, leading to increased demand for exploration travel equipment.

Green Field Network: This year, the traditional retail industry has been greatly impacted by the internet, and with the current rise of mobile internet,UTChow will industry experts face the serious challenges posed by the internet?

Kong Weihong: In China, we have a saying: “crisis”—finding opportunity in danger. This issue has two sides. For the traditional retail industry, there’s a term called “rebirth through death.” I think we must empty ourselves first. As mentioned earlier, the traditional retail industry focuses heavily on sales, constantly emphasizing the product itself, but in reality, we need to empty ourselves and truly stand in the consumers’ shoes to understand them. The essence of the internet boils down to just two words: “humanity.” So we must shift our focus to the “people.” From another angle, the arrival of mobile internet represents a rebirth opportunity for our entire industry. Since we focus on humanity, we should adapt accordingly, digging deeper into user needs from a human-centered perspective through community marketing and other methods, thereby driving product innovation. From a channel perspective, our original strategy was to synchronize both online and offline operations. This year, we’re simply shifting our focus to mobile, using mobile as the driver to integrate online and offline systems. We’ll adopt a “one real, one virtual” model to better serve consumers, allowing them to experience the innovation brought by our international brands.