Interview with the outdoor brand Mammoth China's first store: Joining forces with Sanfu

The mammoth brand China's first retail store is located at Beijing Sanfu Outdoor Madianqiao Store

Left: Zhang Heng, President of San Fu Outdoor, Zhong Zhong: Ma Zhengxiang, China Marketing Director, Lin Zhengsheng

Mammut, a 150-year-old outdoor brand, is well-loved by outdoor enthusiasts at home and abroad. This is not only because it is a century-old brand that is worthy of trust, but also because it has been quietly sponsoring many European and American outdoor cattle. The reason why cows are cows outdoors is often not because of the large public influence they have. They are not as high in media exposure as those of Michael Jordan and Tiger Woods at the peak, but because they are more pure and they are more low-key. They are not playing the fittest in the arena of the Olympics, but in a broad, real and harsh nature, competing against themselves.

Equipment is both an outdoor partner and a tool for their survival. To be honest, in the field of professional outdoor sports, the equipment of the cattle is extremely exemplary and instructive. This is how much the media advertising fees and celebrity endorsement fees can not be purchased. Mammoth elephants, as one of the preferred equipment for many PRO-class big cattle, are sought after. With the rise of China's outdoor sports craze and the rise of the outdoor supplies market, Mammoth has also officially entered China's mainland this year. At the ISPO show in February, I also seized the opportunity to experience elephants in close quarters.

I am now going to see a brand of outdoor products. First of all, it is not exempt. It depends on its functional fabrics and models. Mammoth is a strategic partner of many European and American outdoor brands. It is a strategic partner of GORE-TEX. Needless to say, the latest models Top fabrics greet. Models and colors do not need to say, three-dimensional cut, European big-name range of children, tight waist, long sleeves.

Second, I see it has no outdoor equipment other than the shoes. If so, the degree of favorability will increase by 20 percentage points. I remember that one of the world’s top directors told me frankly that they had closed the tent production line because of the small number of professional-level tent consumers and the low profit margins. To put it plainly, besides shoes, it is not enough to make enough money. I thank the gentleman for his frankness, but I also expressed regret. You are doing outdoor supplies, not printing money. If you want high gross profit, then go for luxury goods. In our country, there is a saying that is widely spread, "does not seek the best, but the most expensive," the large section of soil likes the most expensive, and the reimbursement will choose the most expensive. And just as I don't like big money, I can't appreciate the practice of dressing up outdoor items as luxury goods. The price is expensive, it does not matter, but it is worthwhile and cannot be outrageous. A bit far off the point, they came back to mammoths. They started as rock climbing equipment and they still maintain this tradition. Consistent, very good, it is no wonder that after living 150 years, it is still very healthy.

Finally, I hope to see some abstract ideas from the concrete product: What is a brand? In my opinion, it is above the product level, based on the intangible added value of user emotions. Every commodity, as long as it is sold in the window, it also sells its own intangible added value. Those with high intangible added value will have high “brand value reserves” and become famous brands. If they are eager to realize cash flow and fish out, the “brand value reserve” will be exhausted early and become waste products. In fact, it is not uncommon for this famous product to become an example of waste. Take mammoths as an example. A climbing rope can be seen as a company's intention in the intangible added value of products. This is a rock band that can be touched: 2 meters at both ends and in the middle, plus a tactile mark, which helps remind climbers and protectors to pay attention to safety. Imagine how hard it is to think about how you feel when you touch such a 10 mm climbing rope with a haptic mark from the rock wall in the dark.

From a rock climbing rope, it can be seen that the mammoth has inherited more than 150 years of unchanged DNA. First, there is a consistent, it may be a healthy multiple development, the current mammoth product line covers almost all outdoor areas. With Mammut Mammoth's first retail store in China in Beijing Sanfu outdoor opportunities, I conducted a salon-style interview with Sanfu Outdoor President Zhang Heng and mammoth Chinese marketing director Lin Zhengsheng. Our topic also starts with the DNA of mammoths and looks to see if mammoths are possible. They are resurrected with the DNA found in the Siberian Strip.

San Fu outdoor Zhang Heng: It seems that children are expected to see the largest living elephant.

Sina Outdoors: That's so much fun. It's like returning to the Ice Age in the movie. I would like to ask Lin Zong and Mammoth to put the first retail store in China in Sanfu. What are the considerations for this? How will Mammoth's future sales channels be formed?

Mammoth Lin Zhengsheng: This is because mammoths are very strict about the image of stores in the world. Therefore, we hope to cooperate with professional dealers in mainland China. In the channel part, first of all, because we are a very professional brand, we need professional channels, so we need to cooperate with professional outdoor sales channels such as Sanfu. In addition, we will also consider sales in the mass channels, so we will also choose some shopping mall channels to cooperate. From now until this winter, we plan to establish 17 stores in the mainland market, which are also included in the shop of Sanfu.

Sina Outdoor: Thank you, Lin. Next, Zhang Zong, in these 17 stores, Sanfu's store will account for several?

San Fu outdoor Zhang Heng: This is the case, mammoth products officially entered the Chinese market, is in this year's autumn and winter. However, Mammut’s headquarters and Sanfu jointly agreed to open the first retail store in Sanfu to bring the spring and summer products to China first, so as to allow outdoor consumers to look ahead and obtain first-hand purchase channels. This is Mammoth's first store in China and the only store selling spring and summer products. How to develop next, we must also observe which products are more suitable, such as color, size, etc., as well as customer feedback, and then decide how to expand the channel.

Sina Outdoor: It seems that mammoth China's first retail store has settled in Sanfu Outdoor. This is a banner strategic cooperation and it is also experimental.

Mammoth Mammoth Lin Zhengsheng: As Mr. Zhang said just now, for the strategic planning of the Chinese market, Mammoth’s headquarters has studied for many years. We believe that we can get a lot of valuable information from our current first shop set up by Sanfu and give feedback to the headquarters. I also believe that once we find the right direction, we will go very fast. Thank you also for your support.

Sina Outdoor: Indeed, Sanfu Outdoor is a landmark professional outdoor retail chain.

San Fu outdoor Zhang Heng: Now recalling that our decision to cooperate is very correct. From consumers, enthusiasts, outdoor talents, and the media, we have delivered a wide range of profound information in the industry. I believe that it will promote the sound development of mammoths.

Sina Outdoor: In our opinion, the image of Sanfu's professional outdoor chain stores and Mammoth's top outdoor brands is very good. This is somewhat like the intersection of the top of the pyramid. Then at the bottom, in the tower, and in the field of outdoor leisure for the general public, how will mammoths conduct brand building and marketing for the general public?

Mammoth Lin Linsheng: For the mammoth brand and brand characteristics, we need to integrate well with high-end professional channels on the one hand. On the other hand, for the public, the mammoth brand building will take some time to come. Let the public know and understand that this is because the time for Mammoth to enter China is indeed lagging behind. However, I believe that the dealers we selected, including the “Cheerful” mammoth logo, may not be very good for Mammut’s pronunciation for the general population, but at least one of them will see this mark. Knowing this is an elephant, it is easy to remember.

Sina Outdoors: The 151-year-old mammoth has indeed had many unique features in fabrics, design, quality, and logos. We also hope that more people will become familiar with it and use it. We still have a question. May I ask Lin: All things are difficult at the beginning. Will mammoths just start to expand in mainland China. Is the difficulty in construction of channels, brand promotion, or other aspects?

Mammoth Mammoth Lin Zhengsheng: I think the work of channel construction and brand promotion is complementary, and we are very cautious about selecting dealers. They are all very strong and well-received channels in the local area. In addition, the current relatively big problem, in my opinion, is the clothing version of the European brand itself. This is also the challenge that all European brands will encounter when they enter China. Of course, we also have a long-term plan for this. We will consider setting up an R&D office in mainland China to conduct special product planning for the Asia-Pacific market. Therefore, the issue of layout will not be a major issue in the next two or three years.

San Fu outdoor Zhang Heng: Some models may be slender longer.

Mammoth Mammoth Lin Zhengsheng: In general, the mammoth is currently in two or three types. We have found that some are long-sleeved, some are long-length garments, and some consumer groups do not have the same needs. For example, some professional players have very good “repairs” in their body shape, and some business or leisure people It needs to be slightly looser, and the need for color is different.

San Fu outdoor Zhang Heng: Europeans are indeed different in size and Asians.

Mammoth Lin Zhengsheng: Yes, so we will do targeted R&D and product planning for China and Asia Pacific markets.

Sina Outdoor: Ask Zhang for a second question. The top outdoor brands such as mammoth collaborated with Sanfu to open the first retail store in China. What is the significance of the three husbands?

San Fu outdoor Zhang Heng: The Chinese market is increasingly concerned by the international outdoor big names, mammoth as one of them, in these big brands is relatively late to come. In the process of cooperation and negotiation with Mammoth, I first felt that they, as a Swiss brand, had a very strict style of work and work. From the beginning we discussed the opening of the store, until the store's image design, including the shelves of these goods in the store now, total weight more than two tons, are shipped from Europe by air. Everything is done very rigorously. It should be precisely this kind of rigor that makes mammoths in professional fields and their reputation has been very good. From my heart, there has always been such a desire: to guide people more and purchase these outdoor products is to encourage them to go outdoors, not necessarily mountaineering, even if going for an outing, running or just going outdoors go with. Can not be said to buy outdoor products, they do not have to idle.

So, I think the style of Mammoth is very much in line with Sanfu's vision. We also informed all members of such a marketing event today. It is believed that in the industry, especially among the outdoor enthusiasts, attention will be caused and discussions will be initiated.

Sina Outdoor: Some foreign members may not be able to reach Beijing. At present, mammoth elephants can be purchased through the e-commerce channel of Sanfu.com.

San Fu outdoor Zhang Heng: This we need to further discuss, because the mammoth is very strict. With the consent of the mammoth headquarters, Sanfu will actively consider selling mammoth products through e-commerce. I personally recommend that Mammoth should have at least three e-commerce channels.

Sina Outdoor: The share of e-commerce will be higher and higher.

Mammoth Lin Zhengsheng: Yes, our Swiss headquarters also attaches great importance to e-commerce. In fact, we have a two-year plan. I also discussed this plan with headquarters during the first two weeks in Europe. As Mr. Zhang just mentioned, the work of the Swiss is very rigorous, considering the very long-term, so for the e-commerce plan, it also hopes that Mammoth China will do a good job in its early work when expanding e-commerce channels.

Mammut is the first mammoth figurine in China's first store and on the shelves.

Mammut is led by high technology and has developed a diversified production line for mountaineering and outdoor sports products. The product covers almost all outdoor areas including underwear, jackets, climbing shoes, sleeping bags, backpacks, climbing ropes, quick-hanging belts, belts, etc. Headlights and anti-avalanche devices.