The “Backpack Wall” at the Booth
Green Field:At the new product ordering meeting held at the end of 2012, in addition to the existing six major product series, new series such as waterproof, skiing, and cycling were introduced. What specific details or features of these new products are more appealing to their target consumers? What are the characteristics of these products?
KAILAS:Our brand will continue to focus on climbing and exploration sports, where our products are better suited to harsh outdoor environments. Currently, climbing products feature highly flexible softshells and jackets. Skiing products are also designed to fit the body closely, making them very suitable for wear in tough conditions.
Green Field:What kind of thematic culture will KAILAS promote in 2013? Will there be another series of events like last year’s “Rock Quest China”? What are your plans for events this year?
KAILAS:Rock climbing will remain a key thematic sport for the brand during this period, so we will continue the events from last year. The goal is to discover more suitable climbing cliffs in China and also to collaborate with both domestic and international climbing experts to develop new climbing routes. After all, some cliffs present significant challenges in terms of climbing difficulty, and placing protection points and ensuring safety requires corresponding experience. Such events aim not only to increase the number of climbing routes in China but also to enhance technical exchanges among climbers through their movement across different locations. In addition to “Rock Quest China,” we will also launch a national promotional campaign called “Climbing Hope Stars” this year, which is an initiative released by the China Mountaineering Association and fully supported by KAILAS.
Green Field:With more and more outdoor brands entering the Chinese market, what are KAILAS’s brand and marketing plans and activities for the new year?
KAILAS:In addition to what I’ve mentioned above, we will also have a major annual theme called “Journey of Rock,” aiming to let more people experience rock climbing during their travels or design rock climbing-themed trips. We will encourage our retail stores across the country to showcase climbing imagery and allow any climbing enthusiast to take photos themed around climbing gear or scenes, then upload them to our website. After review and selection, one or two winners will be chosen to join athletes on a climbing trip to Spain.