Kay'S CEO Wang Baoshu: Let The Chinese Afford To Play Outdoors.

"Can a rich man call a house? Do you call it a house? You call it a house. You call it a snail's nest. Do you call it melancholy? Do you call it melancholy? You call it depression. Do you call it energy saving? Do you call it energy saving? You call it energy saving. Do you call it rich? Do you call it fullness? Do you call it fullness? You call it a rough man; a rich person can call a journey. Do you call it a trip? You call it a wanderer. You call it a wanderer. A rich person can call a single person. Do you call it single? Your name is a bachelor.

"Micro-blog control" will not be unfamiliar to this paragraph. This is a recent micro-blog forwarding on the Internet. The same state is different from that of the rich. There is a big difference between rich people and no money people. "Rich people call houses, we can only call them dwelling places". "Rich people are called depression." we can only call depression. "Rich people are called energy saving. We can only call them" stingy "." rich people call travel, we can only call wandering ". Netizens sigh loudly and can't afford to hurt themselves.

The same is happening in the open air.

However, in the brand city of China, which used to create miracles, Jinjiang, China, a man called out the slogan "let all Chinese people play the outdoors". He was the 100% sporting goods Co. Ltd. of Fujian province and CEO of the Kathleen brand.

The public outdoors, the otaku woman moved out and went out.

Over the years, social diversity and the rapid development of the Internet have given birth to a new group, "otaku". They can go out for a few days, do not talk to people for weeks, take a bath for a few days, but can not leave the Internet for a moment. Eating and drinking basically depends on takeout. Shopping is basically online. When they are sleepy, they just go to the table, and they often maintain a "wake up, dark day" routine.

"People should walk outdoors and walk into nature."

"In particular, young people," Wang Baoshu said, "should run more and more."

Wang himself is a person who likes to run around.

In 1985, Wang Baoshu, 25, came to Beijing to sell shoes in Wangfujing. At that time, there was no "North drift". When he was in the "North drift clan" period, Wang's words became more and more.

"There is no chance of" home ". It's outside every day.

"Outside" may be Wang's initial understanding of the outdoors.

In the days of hard work in Beijing, Wang Baoshu realized that quality is the soul of the product, and the future shoe industry will win by quality. "I sell shoes and start to know that shoes may have weight, but the weight of shoes can not be weighed. Therefore, we pay special attention to the quality of shoes. As we are doing now, Kate is a high standard and high quality product. I have sold shoes for over 20 years, and I know what quality means to the products. So over the past ten years, my requirements for production have put quality in the first place, including the present kaydish."

"Young people must travel frequently, and do not make curtilage houses.

For a young person, knowledge is the most important. If you see too much, you will naturally have broad vision and broad-minded mind.

Wang Baoshu felt very much, "only when you go out and run more, you will know something, and then you will know more about people."

"Outdoors is actually very simple. Go out.

Our goal is to open the doors to the public and open the doors to the outside world.

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Acclimatization, the pains of China's outdoor growth

Outdoors have been very popular in Europe, America, Japan and South Korea. Outdoor sports are very popular in these countries. Many people are willing to walk out of their homes and enter nature. Many European and American families even have the habit of hiking and traveling every week.

The outdoor market of developed countries is prosperous, and the outdoor consumption ability is relatively high. But in China, the outdoors of growing up seems to be experiencing "growing pains".

The emergence of outdoor concept in China only took place in the past two or three years.

Outdoor, generally refers to going out of the house, outdoor activities, that is, activities out of the house, but usually we mean outdoor outdoors, such as outdoor mountaineering, camping, crossing, rock climbing, bungee jumping, rafting, surfing, gliding, water skiing, ice climbing, orienteering, hiking, skiing, diving, grass skating, mountain downhill bicycles, cross-country mountain bikes, hot air balloons, tracing the stream, expanding, flying skid rope and so on.

"After new things appear, there is a growing period. This growing period is long or short. For new things, we should treat it with a tolerant, objective and long-term view, as well as in China.

At present, China's outdoors is just beginning, and it will take some time for consumers to accept the concept of outdoors, so that they can get through the running in period.

Wang Baoshu analysis pointed out that China's outdoors is experiencing the following "pain":

The absence of local outdoor brands, the outdoor brands that are popular in the market are basically foreign brands. Most of them are European and American brands, and there are basically no local brands in China. The birthplaces of outdoor brands such as Columbia, Columbo and camels are all in the United States.

Outdoor equipment is priced too high, whether online Taobao stores or offline stores, outdoor products are expensive. Take outdoor shoes as an example. Camels, Columbo, Tianlun brands sell more than 250 yuan on Taobao, but far from the price in physical stores, and the prices of products such as hats and clothing are basically 100%.

Reporters at an outdoor store saw that the price of the mountaineering bag was 548 yuan, the outdoor ladies waterproof waterproof trousers were priced at 328 yuan, and the men's quick dry windbreaker cost 399 yuan.

There are many series of difficult outdoor products. Only the hat can be subdivided into fishermen's hat, big hat, water sports cap and wind helmet. Besides the men's dress, clothing can also subdivide products according to their functions.

However, because China's outdoor development is far less than that of Europe and America, there is still a certain gap between the consumption level of Chinese outdoor consumers and European and American consumers.

The professional orientation is obvious. According to Wang Baoshu, the outdoor outdoor products in China are too specific and professional, which restricts the development of China's outdoor sector to a certain extent.

Due to the cognitive defects, many people think that outdoor is a professional sport with a high threshold, so many people dare not involve outdoor activities.

The quality of products varies greatly. In the absence of domestic outdoor brands, some small businesses see business opportunities. Most of these enterprises rely on OEM to survive. In the absence of any improvement or upgrading of the equipment and equipment used to produce sports shoes and clothing, enterprises directly use it to produce outdoor products, so the quality of the products produced can not be guaranteed.

The new outdoor height allows Chinese people to play outdoors.

Beginning in 2007, Wang Baoshu began to plan to enter the outdoor market, for years in the footwear market, and Wang Baoshu's keen sniffing to outdoors in the Chinese market will be promising. It is also from this year that the vision of "making Chinese People Outdoors" was first produced in the minds of Wang Bao trees.

Wang Baoshu has a company called "100% sporting goods company in Fujian" in Jinjiang. Before taking the production of sports shoes as the main line, the first thing that Wang Baoshu did was to upgrade the machinery and equipment since he decided to fight the outdoor market strategy.

Wang Baoshu said.

"At that time, there was the idea of doing outdoor, but it was not a good idea to make a brand, or to cooperate with others, but we decided to do outdoor work, so we changed the equipment first."

"Everything is fate," which is a good example of Wang Baoshu's ties with Columbia.

In 2009, Columbia (USA) Group Co., Ltd., in order to serve China's more popular entry-level outdoor enthusiasts, plans to launch second outdoor mass brands in mainland China, so that more ordinary outdoor enthusiasts can feel the charm of the outdoors through better quality and cost-effective.

At an outdoor exhibition, Columbia and outdoor enthusiast Wang met at the same time.

Through more than 1 years of review of the market operation capability and brand promotion ability, and continuous discussions, we finally chose to cooperate with "100% sporting goods company in Fujian". In 2010, we launched the outdoor fashion brand named CINDIRESS.

"Working with Columbia to make Kate's outdoor brand in China, we want to lead a" new outdoor, new height "trend and realize the prospect of making Chinese people able to play outdoors. Wang Baoshu has confidence in the future.

The reporter realized that Wang Baoshu's self-confidence was based on that. From 2007, he planned to start the brand in 2010. Wang Baoshu placed Kay Dixie as "outdoor fashion", dividing the product line into three major lines, namely, professional outdoor, outdoor life and fashion travel. At the same time, the product is serialized, which is different from other outdoor products enterprises only producing outdoor shoes or outdoor clothing.

When the reporter wanted to dig a few more things, please ask Wang to talk about the brilliant strategy of Katy's comparison with other outdoor brands, but he sold the customs. "Our new outdoor, new height" strategy is better at the later stage.

Wang Baoshu ended the interview with the promise of "a new outdoor height and the Chinese people can afford to play outdoors".