2002year,PurelandThe (Pureland) brand was born in China. Since then, staying grounded has been our style. For over a decade,Purelandit has grown alongside China’s outdoor sports and industry, experiencing the hardships of entrepreneurship and the joys of success, becoming an excellent outdoor brand with reliable products, strong reputation, and solid capabilities. No matter how the external environment changes,Purelandwe have never forgotten the original intention behind creating the brand—――to provide outstanding gear for those who love the outdoors. Over the past decade, from backpacks to sleep systems, from functional clothing to outdoor accessories,Purelandwe have offered a comprehensive range of outdoor equipment solutions. Our designers go deep into the field, facing harsh natural environments, gaining firsthand experience with the use of equipment, thereby continuously improving our products. Every product embodies the dedication ofPurelandour team, and every product reflects the belief ofPurelandour brand.――We never compromise on quality. Because forPurelandus, the outdoors is a sacred sanctuary in our hearts, and any negligence or compromise is a desecration of that sanctuary. The outdoor journey is endless,Purelandand our commitment to quality and taste will remain unwavering. Whether you’re enjoying gentle sunlight or enduring harsh snowstorms, when you’re in the outdoors,Purelandyour gear is your most trustworthy and dependable companion.
Interview by Lvye.comPurelandBrand DirectorTian Lifeng
PurelandWhat new products did you bring to this year’s Asia Outdoor? What are their features?
A:PurelandThis year, we’ve brought a full range of products, from clothing to gear. This includes both upgraded versions of classic models and completely new designs. Among them, our newly developed lightweight backpack series, with capacities ranging from30Lto70L, suitable for various environments, is the highlight of our product offerings at this exhibition. Speaking of gear, many friends may thinkPurelandhas been relatively quiet over the past two years. Through this exhibition, we want to tell everyone that:We are back.
Additionally, I’d like to say thatPurelandis not a brand that settles for the status quo. Our pursuit of products will not stop at just being good value and durable.PurelandIt is a brand that takes equipment seriously, and our goal is to continuously provide outdoor sports enthusiasts with newer and better products.
Regarding how to face competition from foreign big brands, we believe the most important and urgent task at present is to solidly focus on making good products—this is the foundation of everything, and only in this way can the brand be placed in a virtuous cycle of development. At the same time, we also hope to view such competition from a more open perspective.
Q: E-commerce is an unavoidable topic for every outdoor brand.PurelandWhat is the current status of your brand’s e-commerce? What plans do you have for the future?
A:Yes, currently no brand underestimates the power of e-commerce. The scene of last year's Singles' Day e-commerce battle is still vivid in our memory.PurelandWe also place great importance on the development of the e-commerce channel. This year is our e-commerce starting year. Aside from experimenting with online group buying, we have also set up a brand flagship store on Tmall. As soon as the Tmall store was established, we immediately felt the impact of e-commerce, especially on our mindset. The growth of our e-commerce business has consistently remained at a relatively high level, which has placed higher demands on our products and processes than before. In the future, regarding products, we will also introduce e-commerce-specific product lines tailored to the characteristics of online sales. Meanwhile, we will manage online and offline sales as a whole, introducing suitable products and policies for each, so that the two complement each other.
Q:PurelandWhat are the current key areas of development?
A: Our priority is definitely on products.PurelandWe have produced many classic pieces of equipment, which is both our tradition and strength. The next step is to first increase investment in product development, as this is the foundation of all our work.
Q: PurelandWhat are your plans and actions for brand promotion? What strategy do you use to promote your brand?
A: Brand promotion has been one of our key focuses starting this year.PurelandWe hope to convey not just how outstanding our products are, but more importantly, to share a healthy and positive lifestyle philosophy and outdoor sports philosophy, spreading a certain spirit.PurelandIn terms of brand promotion, the first step is to clarify and concretize the philosophy conveyed by the brand. Through cooperation with media and self-media channels, as well as online and offline events, we aim to let more people get to knowPureland, recognizePureland, and choosePureland.
Q: PurelandWhat kind of outdoor philosophy do you aim to convey to your audience?
A: Outdoor sports not only bring about improvements in physical and mental well-being, but more importantly, they lead people to begin reflecting on the meaning of life and existence. In this rapidly changing era, taking the time to think has become extremely precious. Whether voluntarily or involuntarily, many people have rediscovered themselves through participating in outdoor activities, found—or at least begun to contemplate—the true meaning of life and what genuine happiness is. Therefore, the philosophy we want to convey to everyone, if summarized in one sentence, is: Action changes life.
For more exciting content, please click (http://topic.lvye.cn/d/nanjing2013/ Green Outdoor Network 2013 Asia Outdoor Exhibition Special Feature)