2017COA Outdoor Summit Forum

Rejecting high-pitched pavilions does not mean that there is no height of insight.

We share: the unique insights of leading figures from the outside world, the anatomy of the policy of experts and scholars, and the first-line experience of practicing in the field.

We want to create more possibilities and directions for this industry, so we have brought the 3rd COA Outdoor Summit Forum. June 28 (one day before the 2017 Asian Outdoor Expo) Nanjing International Expo Center

Session I: China's Outdoor Brand Development

China's outdoor industry has already gone through more than 20 years. After the budding period and rapid development period of the industry, it is experiencing an industry adjustment period, and will go to the stage of sublimation of the industry. How to survive in China's outdoor rough seas and how to find a suitable development path for them is always a question that practitioners need to think about.

Although we cannot accurately predict the future, we can at least "stand on the shoulders of the giants" and look to create a future. Pathfinder - The giant in the Chinese industry is about to show you in Nanjing a not-too-distant future. As the leading outdoor brand in China, Pathfinder today is thinking more about the future of brands and industries, market and product trends, development and management planning. These may be the future of the entire Chinese outdoor industry, and Pathfinder is willing to share these experiences and ideas with you, so that the entire Chinese outdoor has a better tomorrow.

Speaker: Mr. Sheng Faqiang, founder and founder of Pathfinder

Lead the souls of Pathfinder Group development. He graduated from Central South University in 1992 with a major in engineering surveying and received a master's degree in business administration from the Tsinghua University in 2010. In 1999, he founded Pathfinder Corporation. Under his leadership, the company successfully landed on the Growth Enterprise Market in 2009. The product has been ranked first in the China market for the eighth consecutive year in terms of sales volume, and has become a leader in the outdoor product market in China.

Session II: Outdoor Brand Incubation IP and Marketing Innovation

The outdoor industry differs from other industries in that all development needs to rely on the outdoor sports itself. From a brand perspective, the popularity of outdoor sports is directly proportional to the speed of development of the industry. From another point of view, however, launching an event through the brand itself will take a lot of energy and capital, and even to a certain extent will affect the normal business operations of the brand. The contradiction between the two has caused many industry practitioners to be very tangled and confused.

How to solve the problem? It is necessary to consider the way out from a completely new perspective and from a strategic height to a scientific and comprehensive plan. Our ultimate goal is none other than to make the activities and events themselves form benign operation, and then feed back brands on multiple levels, and finally form a model of sustainable development and mutually beneficial influence. Where is the mystery, we invited Mr. Zhong Chengzhan, the founder of the Kaile Stone brand, and Ms. Zeng Hua, the founder of the Scarlett brand, and Mr. Wang Baoshun, the general manager of Neo-Outdoors, to speak for you.

Session III: China Outdoor Product Outlet - COA Outdoor Product Quality Standards System and China Created

Quality, the problem that each industry emphasizes is one of the key factors that cannot be overlooked in the development of the industry, especially the outdoor industry. Some brands have entered the market through low-quality and low-quality strategies, which have brought great negative impacts on high-quality brands and the entire industry. In the long run, the industry owes consumers a quality explanation. Therefore, the Chinese outdoor industry urgently needs a set of quantifiable unified industry standards. China Outdoor Brand Alliance (COA) began planning and drafting the COA product quality standard system as early as 2014. The down standard system was launched in 2016 and plans to gradually introduce more standards for outdoor product categories in the future.

At this year's summit forum, brands such as Northland, UTO, GORE-TEX(R), and Firefly will start with the standard system, explain the significance of quality standards for the development of the industry, the operating mode of the standard itself, and plans for the future. From the perspective of operation, the industry introduced ways to improve the quality of the brand, which in turn presents the industry with a grand blueprint of “Made in China 2025”.

Session 4: Diversification of Outdoor Retailing

Ma Yun, a man in the retail industry in China, put forward the concept of “new retail” in 2016. For a time, the concept of new retail is regarded as a standard by various industries. Then, how should the new retail concept combine the characteristics and current status of China's outdoor industry? Doing new retail sales outdoors is not just a slogan, or a concept. The real need is for professionals who have in-depth studies in the industry to test through practice, and to sum up a set of targeted operating models.

Session 5: Localization of International Brands

The vigorous development of the outdoor market in China has attracted the attention of a large number of international brands. Some brands have chosen to enter China in search of agents, and some have entered the Chinese market directly. No matter which mode, international brands will face a localization process in the process of entering the Chinese market. This is particularly evident in the form of agency-based international brands. Some brands have achieved rather brilliant results, but some have finally withdrawn from the Chinese market. So where is the road to localization of international brands? In which capacity should the agents cooperate with international brands in localization? In this forum, experts will reveal the mysteries for you.

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