2012Year5Month 28On May 8, 2012, at the Beijing Tianlun Songhe Grand Hotel, during theSALEWAAutumn/Winter 2012 New Product Ordering Fair,SALEWAover the course of two days, SALEWA not only showcased its latest brand philosophy, new concept products, and distinctive design style to numerous merchants and media representatives, but also elaborated on its current development status, as well as the positioning, goals, and plans for future products. Through these thoughtful presentations, the attending media and merchants gained ample confidence inSALEWAthe future. Editors from HowToTrip (Green Field Outdoor Network) also conducted an exclusive interview withSALEWAthe Regional Account Manager for Asia,Florian MiguetFlorian Miguet.
SALEWARegional Account Manager for AsiaFlorian Miguetduring his on-site speech
During the conversation withFlorian MiguetMr. Miguet,SALEWAit became evident that this energetic and idealistic young man not only has clear objectives for the future development of SALEWA in the Asian region, but also demonstrates the composure and calm demeanor befitting a manager in the execution of market promotion strategies. This interview primarily focused onSALEWASALEWA’s future development goals in China, its brand marketing strategies in the Chinese market, and the highlights and features of this Autumn/Winter line of new concept products.FlorianMr. Miguet kindly answered each of these questions in detail.
HowToTrip editor interviewsSALEWAthe Regional Account Manager for AsiaFlorian Miguet
China is a market full of potential, and SALEWA seeks steady growth
FlorianHe believes that China’s outdoor sports market holds great potential. Currently, the domestic market is flooded with brand products from various countries, and there are many competitors.SALEWATo achieve success in the Chinese market, the first step is to build a solid brand foundation. Only with a stable foundationSALEWAcan the brand develop steadily. At the same time,Florianhe also briefly explained what he considers to be a solid foundation, which includes high product quality, excellent pre-sale and after-sale services, rigorous market research, and timely communication with consumers—factors that help the brand produce products that meet people’s needs.FlorianHe statedSALEWAthat he is not currently in a rush to pursue rapid development. Although fast growth can yield quick results, it is also more prone to decline afterward. Therefore,SALEWASALEWA’s market promotion strategy in China should be implemented gradually and steadily, advancing carefully and laying a solid foundation every step of the way.
SALEWAFeatures and Highlights of the Products
WhenFloriantalking about their products, they also demonstrated their confidence in the new offerings, becauseSALEWAhaving a long development history gives them assurance in terms of quality. Moreover, the newly launched products of this season showcase exceptional craftsmanship, unique design, and distinctive color combinations. During our conversation, we also discussed the incorporation of local Chinese characteristics intoSALEWAthe brand. According toFlorianthe brand, integrating local elements is aimed at better meeting the needs of local people during outdoor activities. For instance, some clothing items designed for people in Europe and America may not suit Asians well due to significant differences in body shape and size—details such as sleeve length and garment width can be particularly unsuitable for Asians. Therefore,SALEWAthey have established a dedicated research team to collect various data, enabling them to create outdoor apparel and gear that is specifically tailored for Asian consumers.
Beautiful model showcasingSALEWAnew autumn and winter collection