Recently, the multi-functional fabric GORE-TEX® brand listed by Fortune magazine as one of the world's 100 best American products officially re-entered ISPO BEIJING 2017, the 13th Asian Sporting Goods and Fashion Show.
This year is the second decade for the GORE-TEX® brand to enter China. As an important partner who has been working with ISPO for many years, the GORE-TEX® brand has always considered the great vision of “global technological innovation†as its driving force for survival and development. Bringing the outdoor experience of active experience to China and adding a touch of color to the development of China's outdoor sports.
Ms. Hou Yunhui Marketing Director, GORE-TEX® Brand, Greater China, General Manager, Gore Beijing Branch
ISPO has the honor of inviting Ms. Hou Yunhui, Director of Greater China for the GORE-TEX® brand, and Ms. Hou Yunhui, general manager of Gore Beijing, to share with you how Gore will go all out to boost the development of China’s outdoor sports market and help Sports enthusiasts challenge themselves to their limits.
[ISPO:] What do you think will happen to China's outdoor sports market in the next five years?
Hou Yunhui: I think the future development can be described by two words: cautiously optimistic.
The so-called optimism: In my opinion, even though China’s outdoor market has experienced more than 10 years of development, horizontal and mature international markets are still in the primary stage, regardless of volume and consumer awareness. With the improvement of national living standards, the number of people participating in outdoor sports will continue to expand, and the market's opportunity will also follow. Therefore, I think that in the next five years, we will continue to maintain a good momentum of sustained growth.
The so-called prudence: Since the reform and opening up of China's market economy, has been ultra-high-speed development for nearly 30 years, but the overall speed of development is gradually slowing down, the increasingly fierce competition, the same for the outdoor market.
With regard to the future Chinese outdoor sports market, I think there will be four major trends -
1 further breakdown
The variety of outdoor sports is even more abundant. It is no longer limited to traditional mountain climbing and hiking. Rock climbing, running, winter sports, and cycling have also attracted public attention. More and more new and relatively small-scaled categories are also being Rapid development, such as skateboarding, extreme sports, family camping, trail running, etc.
The diversity of consumer demand makes the market segmentation more clear, but also brings more market opportunities.
2 Cross-border and integration
The borders of the three industries of travel, sports, and outdoor are becoming more and more blurred and infiltrated and merged with each other. Although there is still fierce competition among these three major markets, there is still competition.
However, there are many related products in the market that have been difficult to clearly distinguish the differences between traveling outdoors, outdoor sports, and sports travel. The part they merged stimulated more new opportunities.
3 Environmental protection and health
This is not just about outdoor. People pay more attention to environmental protection and health in daily life. These needs and concerns often also mean new business opportunities.
4 Service & Experience
Combining the development strategies of some brands and the needs of consumers, virtualized products such as serviceability and experience have become increasingly popular. This is also a great space for growth in the outdoor sports market in China.
[ISPO:] What is the current direction and focus of the GORE-TEX® brand for the Chinese market?
Hou Yunhui: In the future we have four core development directions -
1 Increase brand awareness
The GORE-TEX® brand has gained a high reputation and recognition among the core outdoor population. The challenge for our further development comes from expanding the brand awareness of the GORE-TEX® brand among the general public. The first and foremost is to promote Brand awareness in a broad public crowd.
2 Innovation & Technology
For us, the GORE-TEX® brand of DNA is innovation, which is technology. Gore's overall corporate strategy puts the development of new technologies in a very important position. In the future, we will surely see that we will far exceed the speed with which new technologies will be introduced. This is one of the important reasons for maintaining our leading position in the industry.
3 Broadening the business area
In the past two decades, the GORE-TEX® brand has continued to promote the development and growth of outdoor markets in China. However, we have previously focused more on core outdoor activities such as hiking, off-roading, and climbing, and we will build on this foundation in the future. At the same time, it is extended to sports activities that more extensive outdoor enthusiasts will participate in, such as outdoor recreation, urban outdoor, travel outdoor and running markets.
4 Customer cooperation
As a B2B form, we pass our products and technologies to end consumers through our customers. In the future, we will continue to attach importance to and maintain in-depth cooperation with existing international brands. We will also increase our support for expanding our business with local Chinese brand customers. I believe that this move will help us to achieve longer-term development in the Chinese market.
[ISPO:] The winter sports consumer market is growing year by year. Is the GORE-TEX® brand concerned with this block?
Hou Yunhui: We maintain a high degree of concern for the winter sports market. However, at present, this is still a relatively niche block, with a low percentage of consumer base. With the national policy and the Olympics boom, in the future, this must be a fast-growing market with a lot of space. We are also actively working with customers to complete business expansion through market observation and in-depth communication with customers.
[ISPO:] How does the GORE-TEX® brand view the increasingly hot running market?
Hou Yunhui: We believe that the future running market will be bigger than the core traditional outdoor market, and there will be more people in the crowd. As early as a few years ago, Gore had already included the road running market in its global strategic plan. We are always thinking about how to enter such a huge potential market to provide good products for running people.
The GORE-TEX® brand has always followed the core technology to meet the needs of the sports use scene and provides protection for the sports crowd. We will also introduce the breakthrough technology for the running market (footwear) - “Invisible Fitâ€. More details and details of this technology will be presented on February 15-18, 2017 at ISPO BEIJING, the 13th Asian Sporting Goods and Fashion Show.
Since this month, we have officially launched a consumer survey on the Chinese running market to obtain first-hand information combined with a large amount of existing data to better understand the current market conditions, gain insight into consumer demand, and assess market potential. The running market is an opportunity that we value very much.
[ISPO:] Gore set up GORE-TEXTM What is the purpose of the School of Outdoor Activities?
Hou Yunhui: The GORE-TEXTM Business School project started from April 2015. In March of this year, we formally joined seven top business schools in China (such as Peking University, Tsinghua University, Central Europe, etc.) and jointly established the GORE-TEXTM Business School Outdoor Activities Alliance.
We hope that we can communicate with the right people and spread the correct idea of ​​outdoor sports. Affect the development of China's overall outdoor sports by influencing those elite people who have influence.
When the alliance was launched at the beginning of this year, we put forward the concept of “1+3â€, which contains a double meaning.
First, you can enjoy a more extensive project while experiencing an outdoor sport;
Second, one person's love of the outdoors and the enthusiasm affect the people around him and let more people experience the charm of the outdoors.
[ISPO: Why did you choose to participate in ISPO? What will be shared on the site of this ISPO BEIJING 2017?
Hou Yunhui: As an old friend of ISPO, the GORE-TEX® brand and ISPO have maintained a long-term global cooperation. We will also be at ISPO BEIJING 2017 - The 13th Asian Sporting Goods and Fashion Show (February 15 2017) On the 18th), Beijing’s on-site launch of our new technology will only give you a small splatter here. This technology will surely bring a Gore-style innovation revolution to the Chinese market.
In the spring and summer of next year, the GORE-TEX® brand will also launch new brand advertisements globally. We are pleased to be able to publish it on the platform where ISPO BEIJING 2017 is an outdoor practitioner, sports enthusiast and professional. In addition, we also plan to invite special guests to attend the ISPO Beijing show site, and we will keep it secret.
[ISPO:] What is your impression of ISPO? What are your expectations for ISPO BEIJING 2017?
Hou Yunhui: We feel that the ISPO has created a very good platform in the outdoor sports industry and has provided many opportunities. Now that ISPO has gradually become a big party for outdoor and sports professionals, there are many cutting-edge information sharing and business expansion. We are also very much looking forward to this session of the ISPO to a higher level and hope that the future will be better!
ISPO once again thanked Ms. Hou Yunhui for her wonderful sharing. With the dialogue with Ms. Hou, we fully understand that Gore is famous for its GORE-TEX® fabrics, but not only is GORE-TEX® fabric, but also they are excellent. For outdoor, sports, accurate analysis of the market and full investment, the combination of technology and strategy, and integration of concern and understanding of sports fans.
It is also the objective of the ISPO to think of customers, to meet the needs of the market, and to lead the industry in constant innovation. Let us jointly look forward to the National Convention Center in Beijing, capital of Beijing on February 15-18, 2017. The Shanghai New International Expo Center will be held on July 6-8, 2017.
Reproduced from ISPO
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