Please briefly introduce yourself.
Hello everyone, I’m Cui Zhigang, manager of Beijing AnTaiYing Technology Development Co., Ltd. It’s a great pleasure to meet you all. I’m also very happy to be working with Green Field.
With the rapid growth of outdoor activities in China, how do you view the market for climbing? After years of rapid development, the outdoor gear market in China has become increasingly rational and stable.
In 2013, the growth rate of China’s outdoor gear market has gradually slowed down, but it is still expected to reach over 25%-30%.
In terms of the climbing gear market, its proportion within the overall outdoor market is still relatively small. But there’s no denying that the climbing market will be a huge one in the future. This is precisely why some international giants have begun to enter this field — Adidas being a prime example.
Take rock climbing as an example: it’s already very popular abroad, but in China it’s still in a developmental stage. However, as the market grows rapidly and people gain more understanding and awareness of outdoor activities, more and more outdoor enthusiasts are gradually moving into the climbing domain.
Moreover, with rock climbing being shortlisted as one of the candidate sports for the 2020 Olympics, under the influence of this broader environment, China is bound to see a wave of rock climbing enthusiasm in the coming years.
What is your company’s positioning and advantage in this field?
Let me share a small story. Once, when chatting with a high school classmate about outdoor activities, he expressed a strong interest, but he also mentioned a practical issue — equipment. Imported gear is too expensive as a full set, while ordinary gear doesn’t inspire confidence. That really struck a chord with me.
Later, after conducting surveys among outdoor enthusiasts, we learned that many people are passionate about climbing and hope to get involved in this field, but a large portion of them are held back by the equipment. This is largely related to personal income levels and their understanding of outdoor activities. So, I hope to enable most enthusiasts to afford and trust their gear, allowing them to truly realize their outdoor dreams.
In fact, there are many companies in China that produce ropes, but most of them focus on the low-end market. We position our products at a mid-to-high quality level, yet with prices that are acceptable to the majority of enthusiasts.
Our products have passed the EU CE certification. But I need to emphasize that our CE certification was specifically conducted in a French laboratory. It was tested in the same lab as well-known imported rope brands. This is very important.
What is the company’s future
Currently, we remain focused on making ropes. Our hope is to enable every climbing enthusiast to have their own satisfactory gear and truly challenge themselves in the outdoors.
At the same time, we also hope to collaborate with more responsible enterprises and institutions to jointly promote the development of China's outdoor market in an ideal and healthy direction.
There is still much for our company to learn. Moving forward, we will increase investment in product R&D to ensure that more and more outdoor enthusiasts can use our products with confidence.
For more exciting content, please click (http://topic.lvye.cn/d/nanjing2013/ Green Field Network 2013 Asia Outdoor Exhibition Special)