The LOWA China Market Strategy Launch Event was held on July 25, 2013, at the Asia Outdoor Trade Show. The LOWA brand invited partners from department stores and outdoor retail channels nationwide, as well as dozens of media outlets, to join this grand event. Mr. WERNER, General Manager of LOWA Germany, was also present at the scene. At the event, Mr. WERNER reviewed LOWA’s 90-year history and the brand’s global development status, and together with all attendees, held a unique and grand celebration for LOWA’s 90th anniversary. As one of LOWA’s closest global partners, Nanjing Biancheng Sporting Goods Co., Ltd. shared the LOWA China development strategy with all guests at the event. LOWA promotes a lifestyle of “Quality from the Heart,” providing not only professionally crafted products for outdoor enthusiasts but also premium-quality items for advocates of quality living. Whether engaging in serious outdoor activities or taking family trips to the suburbs or city, LOWA offers suitable high-quality products. At the event, Biancheng Sports also clarified its dual-channel strategy for LOWA’s development in department stores and outdoor retail shops. In the future, LOWA will continue to open branded stores in mid- to high-end department stores across the country, while adopting a more open approach to deep collaboration with outdoor retailers nationwide. To this end, LOWA has prepared distinctly styled products tailored to the characteristics of each channel, as well as channel-specific visual identities, both of which were showcased at the exhibition. As LOWA continues to take root across China, Biancheng Sports also hopes to bring the “Quality from the Heart” lifestyle to more Chinese people.
