During the 2012 Asia Outdoor Exhibition, Easoo showcased its latest watch models. The Green Light Outdoor Network conducted an exclusive interview with Easoo’s Marketing Director, Mr. Aiqi, who addressed topics such as the brand’s positioning, marketing strategy, and the current state of China’s outdoor watch market.
Easoo’s Booth at the Asia Outdoor Exhibition
Brand Positioning: High-End Outdoor Watches
Q: Hello, Mr. Aiqi. First, could you briefly introduce Easoo’s brand positioning?
A: Since establishing its R&D and design team in 2008, Easoo has been committed to creating high-end outdoor sports watches. Guided by the core concept of “Outdoor Technology, Intelligent Sports,” our products consistently highlight four key elements: fashion, outdoor, health, and technology, with a brand identity centered on general outdoor sports equipment.
Design Emphasizes Fashion and Practicality
Q: Easoo’s watch designs are very international. Could you share your design team’s philosophy?
A: In the eyes of Easoo’s design team, a watch is more than just a timepiece—it is a symbol of taste, a product of industrial design that balances fashion and functionality while integrating technology and art. Advances in information technology and microprocessing have allowed designers to create increasingly diverse and refined forms and functions. Over time, watch design has matured into a sought-after fashion and luxury item, meeting people’s various needs for managing time and life. Recent sport watch releases have particularly stood out, conveying a philosophy of comfort, practicality, and elegance. They satisfy men’s fascination with intelligent mechanics while showcasing the dynamic, energetic appeal of modern women.
Easoo’s Advantages in Market Penetration
Q: Compared to more established outdoor watch brands in the market, what competitive advantages does Easoo have in quickly capturing market share? In terms of the watches themselves, what do you see as Easoo’s most distinctive features?
A: Easoo’s competitive edge lies in market segmentation, core technological innovation, and creative marketing strategies. As more people focus on health and venture outdoors, Easoo’s products align perfectly with the demand for high-end outdoor sports watches. Outdoor sports are no longer just about physical competition with nature but about integration and harmony. Timely outdoor data makes the experience smarter and more scientific. Easoo’s greatest strength is meeting the diverse needs of outdoor enthusiasts.
Marketing Model Combines Online and Offline Channels
Q: Does Easoo primarily sell directly or through agents? Do you currently have an e-commerce platform? What is your price range?
A: Easoo adopts an experiential marketing model that integrates online and offline channels. We operate our own official mall and are also an invited brand on Tmall, with flagship stores on Tmall, JD.com, Gome Kuba, 8264, and the Green Light Outdoor Mall, complemented by professional offline outdoor retail chains. In terms of pricing, we position ourselves in the mid-range market, with the core price band around 2,000 yuan.
Analysis of China’s Outdoor Sports Watch Market
Q: What is the current state of China’s outdoor sports watch market?
A: A sports watch is a type of timepiece designed for various sports activities, featuring one or several specialized functions and often showcasing significant design innovations. It should provide auxiliary guidance for environments and hiking activities—in other words, a sports watch is more of an instrument than just a watch, ideally a portable outdoor device. Common materials used in today’s sports watches include premium stainless steel, titanium alloy, aluminum alloy, rubber, carbon fiber, and ceramic alloys. Essential functions typically include waterproofing, shock resistance, electronic compass, barometric pressure forecasting, altitude measurement, and heart rate monitoring. Solar power is less critical since batteries lasting two years suffice, and extreme conditions like polar days can be unreliable. Additional features may include voice recording, mud resistance, magnetic resistance, tide charts, auto-illumination, temperature measurement, and GPS.
Currently, many watches on the market resemble sports watches but lack true functionality. Well-known sports watch brands include Casio, Suunto, Fila, Nike, and Citizen. China’s outdoor sports watch market started decades later than the West and remains in its early stages of development. Sales activities are relatively concentrated in economically developed regions and major cities, with uneven distribution and a small market share. The outdoor sports watch market has yet to form an independent industry scale, and product structures are incomplete, with varied operational models. From the consumer perspective, most people still lack a deep understanding of outdoor watches. In recent years, the watch market has evolved into a complete buyer’s market. Globally, Switzerland and China are both major watch producers. Swiss brands produce 10% of the world’s watches but capture 70% of the profits, while China, producing 80%, earns only 10%. The current downturn in China’s sports watch industry stems from insufficient brand development. With a massive consumer base, China benefits from cost and technological advantages as the world’s factory. Foreign products’ quality is achievable for Chinese watchmakers. The key lies in domestic enterprises persistently innovating products and building stable, healthy brand cultures. With these efforts, China’s watch industry—including sports watches—will undoubtedly have vast potential in both domestic and international markets.