Brand Image: Brand Logo and Brand Culture
1. Trademark
2. LOGO / Brand Logo
4. Slogan
Miracles are like dreams！ (Amazing is the dream!)
Take your dreams and set off！ (Get going with your dream!)
5. Theme
Set off！
6. Company Introduction
In 2005, three managers with over 10 years of professional OEM production experience in international outdoor brand apparel, driven by the dream of developing China’s outdoor industry, established Hangzhou Muztaga Outdoor Products Co., Ltd. on the picturesque shores of West Lake, and registered it as an outdoor product trademark. The delicate and graceful elements of West Lake were blended with the majestic and upright characteristics of Mount Muztaga, allowing the designers to endow Muztaga products with a rich yet simple, fashionable yet professional, grand yet delicate connotation.
The company’s products are mainly used for outdoor activities and leisure pursuits such as hiking, mountaineering, traveling, and camping. The product range covers six major series: apparel, accessories, footwear, backpacks, equipment, and self-drive furniture. Among these, outdoor functional clothing is the company’s main product, accounting for about 60%, covering the mainstream product lines of outdoor sportswear.
As an outdoor products company committed to a mid-to-high-end brand positioning, Muztaga understands that excellent functionality and strict quality assurance are of great significance to outdoor enthusiasts: they not only affect the comfort and enjoyment of outdoor activities but also directly relate to the users’ safety. For this reason, we are cautious and meticulous in our selection of materials, and unusually rigorous in assessing their functionality and safety. In June 2010, in the comparative testing and evaluation of domestic and international outdoor waterproof jackets organized by the China Consumers Association, Muztaga ranked third in overall quality alongside the Korean brands BLACK YAK and Ozark. For Muztaga, design is the soul of brand building, functionality is the carrier of brand communication, and quality is the lifeline of brand survival.
After more than seven years of effort, our company has become a specialized enterprise engaged in the independent research, design, production, and sales of outdoor sportswear, and has gathered a core team comprising professionals in product research and development, design, production, management, marketing, and more. The company owns its own factory, established in 2000, which is a national high-tech enterprise. The industrial park covers an area of 60,000 square meters. It has four major manufacturing bases: a polytetrafluoroethylene microporous membrane (E-PTFE) production line, a waterproof and breathable fabric lamination and finishing production line, an outdoor apparel production line, and an environmentally friendly and filtration material production line.
Currently, the products have sales outlets in all 29 provincial-level cities across the country. The company adheres to the cooperative philosophy of “united interests, joint development, and creating mutual benefits,” and has established detailed channel management systems and comprehensive dealer protection policies. The plan is to achieve 200 directly operated stores, 300 franchised stores, 200 dealers, sales revenue of 800 million RMB, and after-tax profit of 64 million RMB by 2020.
As an explorer of China’s domestic outdoor product brands, the company will firmly grasp the development trends of the outdoor market and provide safe and comfortable protection for the general public involved in outdoor sports and leisure in China. With your support, we believe we will go further and more steadily, contributing to the growth of the national industry.
7. Brand Story
The brand was founded out of the founders’ reverence for Mount Muztaga on the Pamir Plateau. Known as the “Father of Ice Mountains,” Mount Muztaga stands at an elevation of 7,546 meters, covered in snow all year round, and boasts a majestic presence. Its vastness, beauty, austerity, and mysterious legendary stories attract countless mountaineers, skiers, and travelers from around the world who flock here to worship.
Legend has it that there lives an ice princess on Mount Muztaga. She was deeply in love with the snow prince from the neighboring Mount Qogir, the world’s second highest peak at 8,116 meters. When the fierce Heavenly King learned of this, he was displeased and split the two connected mountains apart with his divine staff, separating the loving ice princess and snow prince. The ice princess missed the snow prince day and night, and her tears flowed incessantly, eventually forming glaciers. The mountain remains snow-covered all year, with ice crystals glistening, resembling a white-bearded elder. Moreover, as it is one of the earliest mountains where glaciers formed, it is known as the "Father of Ice Mountains." On non-sunny days, its figure often remains hidden in clouds and mist, rarely revealing its true form, giving off a profound and mysterious aura of an elder. But on clear, sunny days, when you look out, the snow-capped peaks along with the glaciers stretching down to the snow line resemble the flowing white dress and sleeves of the ice princess as she dances for the snow prince.
Majestic and solemn, pure and elegant, the beautiful legend of Mount Muztaga is also regarded by the Tajik youth as a symbol of pure love.
8. Brand Proposition
Actively advocating a new concept of free, sunny, and healthy outdoor living.
Step out of urban hustle and bustle, experience the joy of nature, and stir up outdoor passion.
Take your dreams and set off！
9. Brand Philosophy
The perfect combination of functionality and fashion, a brand-new interpretation of nature and a new lifestyle！
10. Corporate Vision
To build a leading domestic outdoor brand with a focus on apparel, providing a full range of high-quality outdoor products through a professional outdoor brand company. By 2020, achieve 200 directly operated stores, 300 franchised stores, 200 dealers, sales revenue of 800 million RMB, and after-tax profit of 64 million RMB.
The first five years average 50% annual growth, the next five years average 30% annual growth.
In the first five years, expansion was primarily through franchising/dealerships, while in the latter five years, it focused on company-owned stores.
The first five years were dedicated to building the business model, and the next five to laying the foundation for a century-old brand.
The first five years aimed at rapidly accumulating initial capital, while the latter five focused on turning core talents into partners of the leadership team.
11. Corporate Mission
To establish a leading domestic national outdoor brand, providing safety and comfort for the mass consumer group of China’s outdoor sports and leisure activities.
To enable employees to enjoy a better life as the company grows.
12. Business Philosophy
Shared interests, collaborative development, and mutual success
Keeping pace with global trends in the outdoor brand industry, adopting cutting-edge technologies worldwide, and positioning the brand with a mindset of fashion, professionalism, and technology.
Building a new industrial chain structure, with design and marketing as the company’s core competitive strengths, leveraging the capital leverage of manufacturing enterprises to drive the company’s cash flow.
Launching public welfare and brand promotion activities to enhance the brand image.
13. Service Philosophy
Pragmatic, simple, honest, and responsible
Pragmatic: Have ideals, but don’t be idealistic. Pursue passionate dreams with rational thinking and stay grounded.
Simple: The most successful models are often the simplest, as simplicity is the most actionable and widely embraced by the team.
Honest: Honesty is the most fundamental business ethic. Demand honesty from clients, but start with being honest yourself. Only with a foundation of honesty can there be deeper and broader cooperation both internally and externally.
Responsible: Being courageous and willing to take responsibility is the brightest aspect of human nature and the core of corporate organizational culture. Only those who take responsibility are qualified to be managers or leaders.
14. Core Values
Customers: Putting customer value first in everything
Principles: Systems first, leadership second
Standards: Always maintain peak performance, no excuses
Team: Discard prejudice, focus on practice
Gratitude: Live with a grateful heart, work with unwavering love
Responsibility: Be accountable to the country, the company, and yourself
15. Work Philosophy
Entrepreneurship: Hardship is a required course for success
Competition: Win respect through a wolf-like culture
Service: Help customers increase their value while enhancing your own
Business: Build friendships worldwide, cooperate for mutual success
Brand: Evolve wolf-like growth into harmony
Work: Speed and efficiency are fundamental.
Hiring: Position first, ability second.
Salary: Compensation is determined by results.
Leadership: Vision, breadth of mind, and capability.
Promotion: Create results, dare to be a partner.