KAILAS Kaile Stone, one of the three largest climbing brands in the world, and the only brand in Asia with climbing equipment, held a camping conference that began in 2018 from March 9th to 10th. Mr. Zhong Chengzhan, the general manager, took the staff of the company. In these two days, a series of colorful activities took place. At the opening ceremony, Mr. Zhong Chengzhan expressed his passion to the employees who worked together to demonstrate the outstanding performance of Kaile Stone in the international and domestic markets last year and the direction of the brand's development. The company was very excited and highly motivated.
KAILAS has been paying close attention to the external situation, continuously analyzing internal advantages and disadvantages, making choices and trade-offs, and finally determining the strategic plan for the next 10 years and making it public for the first time.
According to Ms. Jade Cui, deputy general manager of Kailes KAILAS, on the spot, with the rapid development of the Chinese sports industry and the successful operation of Kaile Stone for many years in the market, KAILAS will continue to grow steadily and the business volume in 2018 is expected to increase. 20%, and is expected to achieve a market scale of more than 3 billion in the 2022 Winter Olympics and a market scale of 10 billion in 2027.
This year, the outdoor retail industry generally experienced a declining growth. The earnings growth slowed down or even declined. How did KAILAS Kyle Stone achieve growth and have confidence in the future?
Ms. Geng said that everything came from the focus. In the past 15 years, KAILAS has been focusing on mountaineering and rock climbing, so it has an excellent reputation among professional and niche groups. Outdoor industry is still very different for other industries, outdoor products is a tool first, so the choice of outdoor brands should first consider the function, followed by the appearance or other, so KAILAS Kaile Stone walked away with other Chinese brands did not go The way to give up quickly and to give up the best time to market, just to do a good job. Because KAILAS Kaile Shiren was originally a fanatical outdoor element, he knew that a good product is very important for the wilderness in the unknown. It is important for people who climb the peak of 8000 meters to improve climbing. How important is the athlete's performance, and how important it is to improve the efficiency of a little rescue team. Only when they really are in it, can they really appreciate what they really love. Just like the bell of Kaile Stone, Kaile Stone has received countless injuries. All of them are in wheelchairs. They are still alive in the outdoors. Many people talk about KAILAS kaile Shitai, because there is a wayward boss. But precisely because of this, it is precisely because of this spirit that KAILAS is recognized, and the niche brand is not niche from the beginning.
According to statistics from the Outdoor Products Branch, there are 975 brands sold in the Chinese market, of which nearly half come from abroad. Compared with the past, the competition in the outdoor sports market in China has become increasingly fierce. KAILAS Kaile Stone has invested heavily in product research and development and has become the largest and most close partner of the world's leading outdoor materials suppliers in China. It also refines its materials and develops cutting-edge and most advanced technologies. Because it is only by improving the quality of the overall brand and possessing technology that is ahead of the industry, it will be able to cope with increasingly discerning Chinese consumers. As a result, seven KAILAS products have swept over Europe's seven product design awards a year, becoming the biggest winners of global brands. The speed at which the Chinese market matures is unimaginable. In fact, it is also true that many foreign brands that regard China as a primary market, get some domestic second-class goods to come to China, or foreign brands that are second-rate in Europe and the United States and have high prices in China have suffered. Suffered from leaving or is preparing to leave.
Although difficult, Kaile Stone has always followed its own path. In 2018, Kaile Stone has re-planned according to industry trends. The products will be divided into seven series - Extreme Climbing, Mountain Trekking, Rock Climbing (Gas Series), Running Mountain, full-time, all-around, travel, and skiing, and divided the seven series into three store styles—climbing store, running hill store, and travel store.
The climbing of the climbing shop, climbing trekking, and rock climbing series will continue to carry the brand spirit of “Only climbingâ€, lead the innovation of outdoor technology, and continuously refresh the record in light weight; China’s off-road, high-net-worth services for mountain runners can inject new customers into Kailes Kyle Stone and expand market boundaries. Travel-store product lines are closer to consumers’ daily outdoor needs and use more fashion elements. Comfortable fabrics with outdoor functions can be used for hiking and hiking with low difficulty, as well as for traveling and driving, introducing more outdoor elements into the city, allowing more urban people to enjoy the functions of outdoor products without the city. Convenience, even for urban exploration, work commuting is also full of fun. The ski series is also an important growth point in the future. With the country’s investment in ice and snow sports, and 300 million people in the strategic direction of ice, the ski market will usher in a 10-year bonus.
The important thing is that Kailes Kaile will upgrade the existing and most popular full-time all-round products to meet the needs of at least four outdoor scenes and become the key product of Kaile Stone, winning the reputation for both word of mouth and sales. .
A more earth-shaking reform is that offline stores have also enhanced in-store experiences, opened up linkages between online and offline, commercialized supply chain management systems, virtualized store sales, and community-based membership operations, and will comprehensively upgrade the three major storefronts. The three storefronts will open new stores individually, and the Runshan Storeline series will serve as a key training target for 19 years, and will expand rapidly. It is estimated that the store will be opened in 100 stores each year.
At present, the focus of competition in the outdoor products market in China has evolved from the initial output competition, price competition, channel competition, to brand competition, and then to the stage of mental competition. Whoever conquers the minds of sellers is the winner, because it is necessary to become a strong brand. It is necessary to satisfy both functional requirements and emotional needs. Future industry competition will further develop in terms of comprehensive strength. KAILAS Kaileshi adheres to the brand mission of “Dedicated to promoting the development of high-altitude mountaineering and global rock climbing†and continues to innovate, firmly holding China and Asia to climb outdoor brands NO.1. status.
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