On October 23, 2012, the Coleman 2013 New Product Launch and Product Ordering Event took place at the Liancheng Clubhouse in Tongzhou, Beijing. The event was attended by Coleman’s Asia-Pacific President Richard L. Guilfoile, Coleman’s senior marketing executive in the Asia-Pacific region Suzuki Koichi, members of Coleman’s China market and sales team, as well as Coleman agents and distributors from across the country. Team members from Coleman spoke from various perspectives to brief the attending agents and distributors on Coleman’s market development and plans in China, as well as the 2013 new products.
China Market Strategy
Coleman’s Asia-Pacific President Richard L. Guilfoile introduced to the audience the development of Coleman products in the Chinese market in 2012 and the goals for 2013. Richard L. Guilfoile said that over the past few years, more than 300 Coleman products had been sold in the Chinese market, all with very strong sales performance. However, in order to concentrate more of Coleman’s advantageous resources and focus efforts on promoting Coleman products in the Chinese market, the company will adjust its strategic decisions for the 2013 China market: instead of launching hundreds of new products in China, it will focus on introducing 20–25 new products, six of which are developed specifically for the Chinese market.
Richard L. Guilfoile stated that Coleman’s strategic goals for 2013 remain consistent with those of 2012, primarily aiming to enhance the visibility of the Coleman brand and to help more consumers understand Coleman products. He also mentioned that the reason Coleman has achieved such high global recognition is because it listens to all customers, understands their psychology, and knows what they want. He hoped that attendees at the new product launch would find products they liked and also hoped to hear their feedback and suggestions regarding Coleman products.
Live demonstration of Coleman lantern operation at the ordering event