SALEWA(SALEWA)1935Originated in Germany in 1935 and is a well-known European outdoor sports and leisure brand, and its initial founder was the then president of the harness association, and from1990the year 1990 to the presentSALEWAhas beenHeiner Oberrauchunder the leadership of Mr. Heiner Oberrauch, developing continuously and steadily. Regarding SALEWA’s recent developments, moves into the Chinese market, and future plans, the editor from Green Outdoor conducted anSALEWAexclusive interview with the “leader,”SALEWAChairmanMr. Heiner Oberrauch. Through the interview, we learned aboutSALEWA’s main development directions inSALEWA the year 2013, the related development strategies and product positioning adopted in view of the current situation of the Chinese market, and also2012Mr. Oberrauch will share some personal insights and suggestions for China’s outdoor sports enthusiasts and the outdoor industry, so that more outdoor lovers can better understand, get familiar with, and love outdoor sports, and fall in love withHeiner OberrauchSALEWA.SALEWAIn the year 2013
Mr. Oberrauch, this yearHeiner OberrauchSALEWASALEWAhas acquired a very important company. Its brand “Wild Country” was founded by a British climber and is a globally renowned expert in professional climbing gear (it launched the world’s first mechanical cam “the Friend”), and regarding this new family member,Heiner Oberrauchexpressed heartfelt pride. This year is also the first year thatSALEWAhas launched a children’s footwear product line. In addition, there is good news for climbers — the development of SALEWA’s climbing shoe products is nearly complete. The R&D team for this new product line is composed of a group of climbing enthusiasts, including product development experts and professional climbing athletes, and this brand-new product line will be launched in2012-13winter.Heiner OberrauchMr. Oberrauch concluded by expressing deep gratitude to theSALEWAproduct development team for their efforts, as they have elevated the products to a whole new standard. Compared to previous achievements, the new products are lighter and more durable, and these functional features are key elements that cannot be overlooked in any mountaineering/or climbing activity.
SALEWADevelopment Strategy in the Chinese Market
As an established outdoor brand with a long history,SALEWAit has grown step by step, and throughout this process, continuously improving product quality has beenSALEWAa key focus. Beyond product quality,SALEWAthe company has also invested considerable effort in enhancing the quality of its team members. Through years of dedication, this has now become part of the corporate culture. The manufacturing facilities produce a full range of high-quality products, including mountaineering/climbing gear, apparel, footwear, and more. But when it comes to product quality, it’s not just about the hard metrics related to technology and performance — it also encompassesSALEWAthe behavior at the point of sale: how products are displayed, howSALEWA’s friendship and dreams, the free spirit of connecting with nature, and the passion in the mountains are conveyed. ForSALEWA, bringing people into the emotional world of the brand is an extremely important task.
Heiner OberrauchAs the leader of a family-run business, more thought is given to legacy and continuity. One crucial strategic principle is ensuring the brand grows steadily and sustainably, rather than experiencing a short-lived boom and then fading away.Heinernoted that China’s outdoor and climbing market will see significant growth, and their goal is to take a leading position among top-tier brands. Product innovation and quality management will always be the keys to attracting more outdoor enthusiasts. Going beyond simply selling products,SALEWAalso offers fans emotional experiences — through sharing real adventure stories, co-designed products with well-known athletes, and seasonal events such asSALEWA ROCKSHOWclimbing festivals. In terms of brand promotion, the headquarters provides global distributors with strategic guidelines and regulations, while all execution details are tailored by the distributors according to local cultures and market characteristics in each country to achieve the best results.