On July 30-August 2, the 3rd Asia Outdoor is held in the historical city Nanjing again, the domestic even the world top outdoor giant come here to show off their latest techniques and products. And we are honored to have an exclusive interview with the top managers of Italian top outdoor brand Garmont ,please see the followings.
8264: Have you introduced some new products in the 3rd Asia Outdoor, please give us a brief, and when will promote these new ones to Chinese market?
Garmont: Firstly I want to say I am pleased to talk with you ,to share some information about Garmont. And we would like to introduce a new shoes brand 9.81 belongs to Garmont to all Chinese outdoor fans and dealers. As we know, trail running has become many people’s favorite outdoor activities, more and more people participate in it. And 9.81′s launching is just fill the gas for Garmont in the filed that will mainly aim at the trail running market. However, owning to its light style and multifunction,9.81 also comfortable to wear both in cities and trails. Regarding to the specific time to Chinese market, we need further investigation, evaluate the market. At present, 9.81 has been tested in some trail events with quite reaction, like mountain marathon. We just took some sample to show at the exhibition, it needs some time to formally introduce to the Chinese market.
8264: Garmont is one of the earliest international outdoor brands to Chinese market and has been well sold in recent years. So what do you think the most outstanding features of Garmont, how to make its product position, above the snow line, technique climbing, hiking or trail running, leisure activities? Some people want to be Garmont retailer, can you give some suggestions for Garmont products selection?
Garmont: Definitely to say, Garmont is one of the world renown outdoor brands, involving shoes and apparels, of which mountain ski shoes and mountaineering boots are the most famous series, well recognized by the outdoor fans and professionals around the world for many years. Although we can not say Garmont is not the best above the snow line, still performances well, that is to say, Garmont’s main mountain shoes are the ones from below snow lines to the city leisure activities. Considering Chinese market’s specialty, Garmont developed series of leisure multifunctional outdoor shoes to meet Chinese customers’ demands. While well sold in China, those shoes also have good market in European countries. To the man who wants to be the Garmont retailer, I think multifunctional shoes and hiking shoes will be better according to our real market experiences in these years.
8264: without prejudice to quality and techniques, will Garmont promote some shoes in different consuming ability? Garmont has mainly sold shoes in China since entered Chinese market, do you plan to introduce Garmont apparel to China?
Garmont: We have communicated with Italian headquarters many times to produce some moderate shoes for Chinese market. However, Garmont is featured with unique design, well-selected materials and outdoor products should ensure their comfort and function so that it is some difficult to reduce its cost. But this year we have promoted a kind of flat price shoes to sell without profit, hope more outdoor enthusiasts able to experience Garmont’s comfort and specialty.
Garmont promoted series of apparel several years ago, but owing to their high select materials, they couldn’t be marketable no matter in Europe and China. We always say " to specialize in one subject", we hope we can do a good job for Garmont with our full efforts. Maybe we would introduce other Garmont products to Chinese market when the opportunity is mature.
8264: Garmont products are primarily sold in outdoor stores in China. We learn there are about 10 dealers to operate Garmont goods in Beijing, is it a good marketing strategy to develop so many dealers in one place, how to make balance for the dealers? And how can become a Garmont retailer, the standard?
Garmont:Due to some historical reasons and the market demands at that time, Garmont may select a little more dealers. But we sign contract with them every year, so after year’s development and riffle, some stores may change to operate other brands or be disqualified to continue operating Garmont products. According to the present distribution of Beijing outdoor market, it is reasonable to select 10 distributors, and the venomous campaign between the stores is fewer. Definitely, we have our own strict standard for distributors’ selection, make a detailed research for the nominees their qualification and experience, financial ability and background to ensure Garmont long-term development.
8264: Sponsoring event s like climbing and environment protection, is an effective way to raise brand’s awareness and many brands are willing to do so, what is your opinion, Garmont seems fewly participating in them.
Garmont: Surely sponsoring is a good way to promote brand, some people have talked with us several times in the past. However Garmont didn’t develop trailrunning shoes at that time that could not be practiced except for titled-sponsored. We will consider sponsor some events when Garmont trail running shoes are promoted to the market. Next, we will show Gaemont products through illustration, introduce Garmont’s philosophy and design themes to our new and old outdoor enthusiasts. In 2007 and 2008,our main work is to stabilize the market and resumed popularity, and perfect our after- sales services, then we will set out to do some market activities.
8264: How’s your feelings about the 3rd Asia Outdoor?
Garmont: I think there fewer top outdoor brands appeared in the exhibition, while more new brands including some gear brands join it , that is good.
8264: In China there are 3 large outdoor exhibition Ispo China,Asia Outdoor and Sporting Goods Show, could you give us a brief comparison.
Garmont: We mainly participate in Ispo China and Asia Outdoor everyear. I think the former one covers more issues ,the later one is more professional. And I believe they play a very active role in Chinese outdoor industry development, we will continue to join them.