On Jan 15, Haglöfsenters Sanfo Outdoor, which means Haglöfs formally enters China outdoor market, after the opening ceremony, 8264 and other outdor media interview Richard, Haglöfs Sales Director, Camino, Business Development Manager, Zhang Heng, Sanfo Outdoor General Manager. The following is the interview:
From left to right: Mr. Zhang, Richard and Camilo
Haglöfs is one of the foremost outdoor brands in the world, the products are with the characteristics of performance, design and high-quality. One of China outdoor fans visit Haglöfs headquarter in Sweden, post lots of photos at our forum (bbs.8264.com), which is very hot. Could you please introduce the development plan in China in the future?
Richard：I think China outdoor market is growing, we show our products in Sanfo, the best goods to explain. China is important for us, that is why to open today, we enter the best outdoor store in the new market. Our products are with technology, high-quality, we and Sanfo are with same points. Meanwhile, we also enter the department store, we and our agent Beijing Yuechengjunda trade company cooperate to develop the department store channel. In China and Europe, the channels are the same. 10 years ago, we expand the European market. In the future 5, 6 years, we expect the distributor revenue will reach 150,000,000 RMB.
8264: Today, Haglöfs enter Sanfo Outdoor, Mr Zhang, What about your expectation of Haglofs?
Mr Zhang: Haglöfs is a very profession outdoor brand, we prepare lots before opening. Last year, i went to Sweden, experience the Scandinavian lifestyle. When i arrived in Haglofs headquarter, we feel like a family. On one side, we are friends and family. On the other hand, we are cooperation partners.
Q: Why you think the chance of entering China is right, did you prepare lots before entering China outdoor market?
Richard：We start at ISPO in Beijing. In 2010, we expand the European outdoor market, which made the foundation for the future development. Then the next step is we focus on the development in Asia. We came to China 20 times, collected the data, invited the agents and consultant to analyze, discussed with more than 40 agents in China. We think we do not really understand China culture and history, that is why we want to cooperate with agent. At last, we select Beijing Yuechengjunda trade company as our agent. We bring our service to customers and support our agent.
8264: Dose the channels are different in China and in Europe? Could you please introduce the channels development in Europe and in North America?
Camilo：The strategy is the same globally, the most important is our consumers. We enter into Sanfo Outdoor, then expand the department store channel. Also in other countries, we enter the outdoor store, then enter the sport chains and department store. We develop step by step in Europe, the next development step is Asia and US. China outdoor market develops so fast. Of course, American and Canada are also very important for us. Looking forward the developent in China.
8264: Haglöfs position is function, the products mainly including equipment, shoes and clothes, but there arealso some top outdoor brand in Europe, what are Haglöfs advantages? In North America, Haglöfs feels some pressure, such as Arc’teryx and Mammut?
Richard: For Haglöfs, this is good way to develop our brand, we have experience, long history, and our history is very strong, that is important. Secondly, the Scandinavian climate makes us to research and develop new products, that is foundation of development. Our product design is very clean, that is the Scandinavian characteristic, we keep this characteristic.
Richard and Camilo explain the characteristic of SPITZ Jacket, which get the award at ISPO
8264: Richard and Camilo explain the major characteristic of SPITZ Jacket right now, what about your feeling, Mr. Zhang?
Mr Zhang: The main characteristic of Haglöfs products is simple, i mean the design is very simple. Secondly, its color is very bright and unique, when we wear the cloth, we feel very different.
8264: In recent 5 years, Haglöfs sales increases 17% each year, what about the 2011 sale revenue? Thank you!
Richard: In 2011, our sales keep increasing 17% in the past years, but in 2011, it is almost stop increasing. The financial crisis, and the spring is very long, people do not like to go outside. Also the winter is not cold, which makes the sales not increasing. As to the future, we have the bright future globally. In 2012, the orders increasing compared with 2011, and we add more design staff to research and develop new products, which makes the 2013 sales increasing.