Naqu │ Creating a stylish parent-child outdoor concept centered on children
From January 16–19, 2019, the 15th ISPO Asia Beijing (International Sporting Goods Show) was held at the China International Exhibition Center in Beijing. NEXTOUR Naqu, as an emerging stylish parent-child outdoor brand, made its debut at the exhibition, attracting numerous professional guests and drawing lively crowds and active business discussions.
Naqu was founded in late 2015. The inspiration for the brand came from the founder’s personal experience. A passionate outdoor enthusiast with 10 years of experience, the founder, after having a child, wanted the youngster to grow up in an outdoor environment. This led to the need for more protective gear for children, giving rise to the concept of Naqu’s stylish parent-child outdoor brand.
Focusing on children as the core of the Naqu stylish parent-child concept
Naqu’s brand strategy revolves around children, promoting a full range of parent-child product concepts. Naqu initially positioned itself with a focus on children’s product lines, with all other developments being extensions based on the children’s series. According to the varying needs of adults, Naqu gradually added products such as adult couples’ series in the design and development of its adult product lines.
Making professional products fashionable is a hallmark of Naqu products
In 2019, in addition to retaining its distinctive camouflage series apparel, Naqu also launched skin-protection garments with elastic and protective features. Compared to traditional skin-protection garments, Naqu’s elastic versions are more fashionable and better suited for travel, leisure, or urban casual wear.
Naqu’s elastic skin-protection garments offer outdoor functionality. This model has a sun protection index of over 50, while still maintaining quick-drying capabilities. Naqu’s design philosophy is to enhance outdoor functionality and then make the products more practical and stylish.
Serving a precise target audience is Naqu’s future direction
Having developed for three years so far, Naqu is currently in a period of exploration and transition. The brand’s customer positioning will expand its user age range to 25–40 years old — those who are part of a parent-child demographic. Such customers are more inclined to express their individuality and personal style. In the future, Naqu hopes to bring together this customer group through broader cross-industry collaborations and a variety of engaging on-site experience activities, thereby driving greater brand growth potential.
