During the ISPO Beijing 2012 event, Green Field Outdoor interviewed Mr. Li Mingji, the Operations Director of Gaofeng Outdoor. Many domestic outdoor enthusiasts may not be very familiar with Sansegal yet. Sansegal is an American brand with a history of over 30 years. 2012 was its first year entering the Chinese market. The Sansegal brand in the United States promotes environmentally friendly and low-carbon concepts. In China, Sansegal’s product line mainly includes clothing, as well as accessories such as hats and scarves, along with travel-friendly backpacks and regular backpacks.
Mr. Li Mingji explained that Sansegal’s environmental philosophy is reflected in all its products and in the management and operation of the company. All Sansegal products are made from biodegradable materials, and the company organizes and encourages employees and their families to participate in environmental activities. In China, Sansegal will continue this philosophy and stay committed to the eco-friendly path.It’s worth highlighting that Sansegal’s spring and summer clothing for this year mainly uses organic cotton fabric, and even the printed fabrics are made from biodegradable organic materials.
Sansegal will adopt a very affordable pricing strategy in China. For instance, T-shirts made from organic cotton will have a final retail price of just 99 yuan. Mr. Li Mingji emphasized that because of its highly accessible pricing, Sansegal received recognition from many outdoor stores and supermarket clients at this exhibition.
Travel-Friendly Backpack Series a Hit at the Exhibition
Currently, most non-compressible small bags, no matter how small, still take up considerable space and weight, making them inconvenient to carry and difficult to compress. The Travel-Friendly series solves these problems perfectly—it can be compressed to a size much smaller than a waist pack, and when expanded, it offers the same capacity as regular 20L, 30L, 45L, or even up to 60L backpacks.
For example, a 30L Travel-Friendly backpack can be fully folded into a small cube measuring just 8*10*3cm and weighs only about 200g. Moreover, these backpacks are water-resistant, with different surface areas offering waterproof ratings between 600 and 1000.
Mr. Li Mingji specifically noted that these Travel-Friendly backpacks have passed scratch and abrasion tests, allowing them to carry heavy loads just like regular backpacks. Testing showed that 10-15L Travel-Friendly backpacks can hold up to 15kg, while those over 30L can support approximately 20kg.
Multiple Channels to Promote the Sansegal Brand
As a new entrant to the Chinese market, Sansegal plans to use ground advertising and other methods to increase brand visibility. Mr. Li Mingji stated that if domestic outdoor enthusiasts have themes, events, or initiatives related to environmental protection and low-carbon living, they can reach out to Sansegal to collaborate in bringing eco-friendly and sustainable practices to China’s outdoor market. To avoid overly complex distribution channels, Sansegal will not pursue an e-commerce sales strategy in the short term.
China R&D Center Nearing Completion
Mr. Li Mingji revealed that Sansegal’s R&D center in China is set to be completed in March 2012 in Dongguan, Guangdong. This center, serving the global market and integrating technology and concepts from the U.S. headquarters, will make the localization of Sansegal in China more efficient and convenient.