As a globally recognized outdoor brand, Mammut is highly esteemed by professionals and outdoor enthusiasts for its reliable safety, excellent product design, advanced technology, and comprehensive after-sales service. Currently, Mammut has subsidiaries in Germany, Norway, Japan, South Korea, the UK, and the US, with a sales network established in over 40 countries worldwide.
Green Light Outdoor conducted an exclusive interview with Mr. Li Chen, Market Manager of Mammut China, to gain insight into his views on the Chinese outdoor market.
Mammut Brand Logo
Mr. Li Chen, Market Manager of Mammut China
Mammut Exhibition Booth
Q: Mammut is a world-leading manufacturer of alpine sports, mountaineering, and outdoor equipment, beloved by many outdoor enthusiasts. Could you share Mammut’s development plans for the Chinese market in 2013?
A: Mammut will officially enter the Chinese market in 2013. We have made thorough plans and preparations for this launch and will steadily implement our strategies step by step.
In terms of market channels, we will first collaborate with professional outdoor stores. In due course, we also plan to enter shopping malls and open brand flagship stores. This year, we aim to open over ten stores across the country.
For market promotion, we will strive to provide more consumers with hands-on experience of Mammut products and help them understand the essence of the Mammut brand.
Q: This is Mammut’s first year participating in the exhibition as a brand. What are your expectations for this show? How does the Beijing ISPO compare to the ISPO in Munich, Germany?
A: ISPO is an excellent platform for brands to showcase their image and products. This year, Mammut hopes to engage in meaningful exchanges with outdoor enthusiasts at the Beijing ISPO and convey our philosophy on outdoor sports and nature.
Q: Mammut has long collaborated with Gore. Will you continue this partnership in 2013? Have you considered developing your own fabrics that can rival Gore’s?
A: We have maintained a strong partnership with Gore for nearly 40 years and continue to do so. Of course, Mammut also independently develops functional fabrics tailored to different user needs, but this does not affect our collaboration with Gore.
Q: Through which sales channels can outdoor enthusiasts purchase Mammut products? Will there be an e-commerce platform?
A: Mammut will open its first brand store in Beijing in early April this year in partnership with Sanfo. After that, we will also consider opening brand stores in shopping malls. However, we currently have no plans for e-commerce. Customers should note that products purchased online may not come from official channels.
Q: We know that in 2012, during Mammut’s 150th anniversary, the “Largest Ascent Event in History” was held. It involved 150 teams climbing 150 peaks around the world, with nearly 2,000 mountaineers participating. Following the success of this event, does Mammut plan to organize similar activities in China?
A: Yes, that was the “150 Rush” project. The total elevation climbed during the event was equivalent to 60 Mount Everests. Of course, we look forward to organizing more events for Chinese outdoor enthusiasts.
Q: Will Mammut focus on the Chinese outdoor market as a key region for brand promotion in the coming years?
A: Mammut places great importance on the Chinese market. This is why, in addition to South Korea and Japan, Mammut has established a wholly-owned subsidiary in China within the Asia-Pacific region.
We will make long-term, steady investments in the Chinese market and firmly believe in its growth potential. We also hope that more users will gain a deeper understanding of the Mammut brand through our marketing activities.
2013 Mammut Snow Rescue Equipment
Mammut Outdoor Rescue Gear