The top Italian professional outdoor underwear brand MICO and the ski/trekking pole brand GABEL also participated in the exhibition with their high-tech new products for 2014, bringing new concepts in outdoor gear and promotional strategies to the broad outdoor enthusiast community, helping more Chinese outdoor lovers understand and engage with advanced international outdoor lifestyle concepts.
HowToTrip also interviewed Mr. Liu Xiaou, head of MICO/GABEL, during the exhibition. He provided a detailed introduction to the functionality of MICO’s high-tech sports underwear and GABEL’s development expectations and goals in the Chinese outdoor market.
Q: What are MICO/GABEL’s development goals and expectations in China for 2013?
A: We place our expectations before our goals for China. We hope that people will correctly understand and use these sports and outdoor gears. We want everyone to realize that protection and functionality come from the inside out—when you’re outdoors or engaging in sports—not the other way around, which is the common perception. Only by ensuring comfort in your inner micro-environment can you cope with the unpredictable factors of the external environment.
Our goal is to secure a place for ourselves in outdoor sports, skiing, and similar areas, just as we have in Europe. We already have a certain brand presence in Europe and North America, so we hope that in the future, when people in China think of sports underwear, they’ll think of the MICO brand. That’s at least our goal for the next two to three years.
For more exciting content, please click (http://topic.lvye.cn/d/nanjing2013/ HowToTrip 2013 Asia Outdoor Exhibition Special Report)