"China has a very rich mountain outdoor resources, and over the past 20 years China's rapid economic growth, outdoor sports and market development at a very fast pace, expanding scale, and most of my outdoor person, like a very trust Chinese outdoor market has the prospect of very substantial. " December 6, 2007, The North Face CHINESE Manager Mak Hon Wah said in an exclusive interview with reporters.
Over the past 40 years, THE NORTH FACE always adhered to the "never stop exploring" brand philosophy, from all over the world's best designers and athletes to provide product design and testing, each product can better protect the climbers and outdoor enthusiasts safety. Manager wheat introduction, excellent products and excellent cultural, THE NORTH FACE are a leading outdoor brand has been a magic weapon. THE NORTH FACE into China Nine years ago, has 25 provinces, municipalities, large and medium-sized shopping mall with over 100 stores, in 2008 the first flagship store will be opened at Beijing's Sanlitun 2009 Designed specifically for Chinese consumers clothes will reach 25. Finally wheat managers advise consumers, Christmas and New Year is coming, at present, THE NORTH FACE shops are fortunate to recruit consumers, a top award are to climb Kilimanjaro in Africa, other have ranged from 5,000 to 1,000 prizes, I hope Each THE NORTH FACE-loving consumers have been able to get a use of the most advanced high-tech fabrics and a high level of cutting production of THE NORTH FACE clothing. The following is a reporter for an exclusive interview with Hon Wah Mak:
Reporter: You are to understand how "Never stop exploring" the concept of the brand?
Mak Hon Wah: We are everywhere life is full of exploration, like the primary solution of mathematical problems together, scientists study a topic, musicians create a song and so on, are manifestations of exploration. THE NORTH FACE brand concept to help not only excellent mountain climber, skier, as well as other outdoor sports athletes and enthusiasts, so that they are very bad at outdoor environments to explore, to realize their own dreams, the same token, we have also been normal life of people touched by the spirit of exploration, therefore, we never stop to explore the concept of the brand are public and open, we respect life at every stop to explore the people.
Reporter: How do you view China's outdoor sports market?
Mak Hon Wah: I know Chinese outdoor sports, the real development is the end of last century from the beginning, time is not very long, however, China has a very rich mountain outdoor resources, and over the past 20 years China's rapid economic growth, households outside the sports and market development at a very fast pace, expanding scale, and most of my outdoor person as much believe that China has a very impressive outdoor market prospects.
Reporter: Recently, Columbia shopping malls in Beijing to set up outdoor Science and Technology Museum, THE NORTH FACE-sponsored star climbing Kilimanjaro, you look at what are the major brand marketing idea? THE NORTH FACE Why sponsor the mountaineering activities?
Mak Hon Wah: Different brands have their own different history and culture, as well as different market positioning, brand marketing idea to go around to identify these factors. THE NORTH FACE are a professional and international outdoor brand, we have 40 years of history, has created a lot of glory, we are in the world has a very excellent athletes, they will decide we will professional outdoor products, At the same time, efforts to fine products and culture to the mass. Events of this mountain, there are three elements are in line with our brand, namely, mountain climbing, mountain climbing, we are professional brand, and the other is environmental protection, THE NORTH FACE attaches great importance to environmental protection, three stars are, they are very much in their respective fields has been made high achievement, and are more outdoor-loving.
Reporter: Large shopping malls and stores has been a major outdoor brand sales, as a world-renowned outdoor brand, THE NORTH FACE how are at the layout of Chinese?
Hon Wah Mak: Yes, our basic approach is the case, now 25 provinces, municipalities, large and medium-sized shopping malls, we have over 100 stores, shops are also actively expanding our first flagship store will be opened next year, locations are Beijing's Sanlitun.
Reporter: As the East and West, the idea of consumers, such as differences in size, many foreign brands in China are plagued by the problem of the localization problem, THE NORTH FACE in this respect are how to do the?
Mak Hon Wah: THE NORTH FACE come to China for nearly 9 years, from clothing size to consumption concept, and we on the domestic outdoor enthusiasts and consumers have a detailed understanding, which will further realize that we will provide a lot localization help, at the just-concluded 2009 session of the autumn of orders, we are pleased to colleagues from the Products Department was informed that in 2009 specifically for the Chinese consumer's clothes reach 25, this figure will be expanded in the next few years.
Reporter: THE NORTH FACE since its birth has been the world's top outdoor athletes are the first choice, was regarded as the vane of the outdoor market, please click THE NORTH FACE revealed ahead of other brands of magic weapon.
Mak Hon Wah: First of all, we have to go back to THE NORTH FACE's history, more than 40 years ago, two mountain climbing enthusiasts go together with Tat-wah, a nameless mountain peaks in the process of climbing because of inadequate equipment did not reach, so germination to create a professional outdoor brand ideas, in 1968 they formally established a brand, and this is THE NORTH FACE, run from this story, THE NORTH FACE is designed for climbers customized a professional brand, now, we every detail of the design of professional athletes have followed the comments and suggestions to continuously improve the innovation, it can be said, THE NORTH FACE of each product are carefully designed and rigorous testing, are well able to protect the mountain and households outside the safety of fans, so that they enjoy each time to explore the process and success. Excellent products and excellent cultural, THE NORTH FACE are the main reason for continued success.
Reporter: Many domestic and foreign brands are casting their eyes on the 2008 Olympic Games, Nike has become a China Central Television in 2008 prime-time clothing Wang S, THE NORTH FACE How Olympic marketing? Have any plans?
Mak Hon Wah: 2008 Beijing Olympics are a sports brand good development opportunities, outdoor brand is no exception, of course, we also see this point. At present, we are in consultation with the departments concerned, I hope to be able to add Olympic Games. In a sense, we are different and Nike, Nike has been a mass brand, and we are, after all, outdoor brands, outdoor markets and the gap between the mass market on a large scale.
Reporter: THE NORTH FACE has been the high-end products on behalf of, someone put it and the auto industry comparable to the Mercedes-Benz, but the price is too high makes the prevalence of counterfeit products, many people are afraid to spend money can not buy the really THE NORTH FACE, Christmas and New Year is coming, what the near future there is information we need to give concessions to disclose?
Mak Hon Wah: yes, there's THE NORTH FACE more counterfeit products. Want to tell my friends are, THE NORTH FACE prices are relatively high, but we have all over the world's best designers and athletes in the behind the scenes to provide you with product design and testing, we use the most advanced high-tech fabrics and a high level of cutting production of everything for your products, so products THE NORTH FACE is definitely value for money. Go as long as a regular shopping malls and stores, are really able to buy products here, I would also like to remind the friends who buy counterfeit products are very dangerous, it should not offer any guarantees. Christmas and New Year is coming, first of all like to take your newspaper friends to wish all a happy holiday, we compare many of the concession activities, need to remind everyone that we are fortunate to recruit consumers shop, a top award are to climb Kilimanjaro in Africa, other have ranged from 5,000 to 1,000 prizes. I hope people will go take a look at the store!
