Upholding Italian Premium Craftsmanship――SCARPA
The SCARPA brand adheres to Italy’s top-tier manufacturing craftsmanship, with products covering 360-degree outdoor specialties including hiking, mountaineering, rock climbing, skiing, and alpine expeditions. High-quality materials, innovative designs, and rigorous craftsmanship have made SCARPA the preferred brand for many professional mountaineers.
During the 2013 ISPO Beijing Expo, GreenWild Outdoor Network had the privilege of interviewing Mr. Chen Guangzhou, Sales & Marketing Manager of SCARPA China, who provided a detailed introduction to the brand’s essence and its 2013 development plans.
Mr. Chen Guangzhou, Sales & Marketing Manager of SCARPA China
SCARPA Booth
Q: As is widely known, the SCARPA brand originates from the ASOLO region of Italy, a hub for traditional European outdoor footwear production and R&D. Could you share how SCARPA maintains its heritage of handcrafted shoemaking?
A: The ASOLO region is a small town at the southern foot of the Alps. SCARPA was founded here in 1938 and has always remained committed to traditional handmade shoemaking. At the same time, SCARPA has consistently embraced innovation, continuously exploring and improving new materials and techniques. Even for highly technical niche markets—despite their limited size and demanding technical requirements—SCARPA invests significant effort. The ASOLO region’s emphasis on craftsmanship and material selection is vividly reflected in SCARPA. For example: premium-grade leather is used; Vibram soles are widely adopted; and high-performance fabrics like GOER-TEX, OutDry, and Schoeller are generously utilized, showcasing SCARPA’s comprehensive functionality.
Q: The ASOLO region has given rise to many renowned outdoor footwear brands. What are SCARPA’s distinctive features and positioning?
A: Its most defining trait is an almost uncompromising commitment to quality, with quality always being the top priority. There’s an almost dogmatic insistence on reinvesting profits into production and R&D. Consumers benefit from exceptional support, whether in R&D or quality. On SCARPA’s parent company’s production lines, if employees identify areas for design improvement, they can halt production, trace the issue, and have designers make adjustments. This ensures that every employee on the industrial production line isn’t just mechanically operating but crafting shoes with the soul of a shoemaker.
Q: Why did SCARPA establish a wholly-owned subsidiary in China in 2013?
A: Primarily because we see immense potential in China’s outdoor market. To serve this vast market more meticulously and effectively, better align with customer growth, and conduct more targeted market research and product development to meet China’s specific needs, we decided to set up a Chinese subsidiary.
Q: What are SCARPA’s development goals and market expectations in China for 2013?
A: The goal is to rapidly enhance brand awareness among our core target users. With steady growth in China over recent years, we’re very confident in our products. The recognition we’ve received from consumers after use makes it imperative to boost our brand visibility, so more people know about and try our products—they’ll surely fall deeply in love with the SCARPA brand.
Q: SCARPA’s China business was previously handled by a Beijing-based outdoor company. How will the establishment of the new China subsidiary impact domestic sales?
A: The division of labor in sales will become more detailed and clear. We believe this will drive better service for channels and brand promotion, creating a win-win situation as we can respond and serve dealers and consumers more swiftly.
Q: What results does SCARPA hope to achieve in China’s outdoor market?
A: We certainly hope to deepen our market penetration step by step, serving all mountain sports enthusiasts through a well-established sales network. We also hope to see more brands like SCARPA emerge—brands dedicated wholeheartedly to design and manufacturing, truly considering users’ needs. Additionally, we aim to promote more outdoor knowledge, giving consumers more reliable guidance in equipment selection and usage, making their travels more exciting and worry-free.
SCARPA Outdoor Footwear Series
SCARPA’s Freedom Ski Boot, Recently Awarded “Best in Show” at the U.S. OR Show
SCARPA’s New Trail Running Shoes with Vibram Soles
SCARPA Skiing & High-Altitude Mountaineering Boot Series