--David Starr Jordan
In Lansheng Building, Huaihai Road, Shanghai, we met Mr. Jin Fengxiu, General Manager of China, the world famous mountaineering and hiking equipment brand The North Face. Although his hair was white, his back was particularly straight and he looked taller than a young man. He was dressed in black sportswear, as if he had just returned from the wild. Too late for the guest kit, Mr. Jin Fengxiu will show us the upcoming new North and South spring 06 costumes. We have been told that Chinese young people are becoming more and more fascinated with sports. The awareness of The North Face brand has also risen. The market orientation and product planning of The North Face in the future has become an important factor in determining the success or failure of the Chinese market. For the opportunities and challenges of the future market, Mr. Jin Fengxiu has a unique and clear awareness and planning.
Youth Reference: Now that young people like fashion things, whether it is clothing or anything else, has The North Face considered turning its own promotion strategy from purely professional to fashionable? In contrast, whether there is a corresponding adjustment in its technical R&D and design?
Mr. Jin: Actually our clothing is very fashionable. Unlike ordinary sports and casual wear, in terms of The North Face brand, we are more concerned with whether our clothing is functional to meet people's needs for climbing and doing outdoor sports. Only in this way can people have the desire to buy before they wear it. We are paying attention to functionality while paying attention to the appearance of the product. This is our basic principle in technology research and development and design. When we found that the function of a certain type of clothing was particularly welcomed by customers, we focused on enhancing the function of The North Face clothing. After that, we will let the designers keep up and design for the application of this function. Many people buy casual and sportswear, but they can't buy The North Face's unique functionality. This is the difference.
Take the women's jackets in 2006, our fabrics are both windproof and waterproof. Even small details are designed to be very unique, just as the zipper on this jacket has a waterproof design and water does not penetrate through the zipper. When people are climbing or exercising, they sweat, and if they do not sweat in time, they will be very uncomfortable. We have designed a zipper on the arm, this zipper from the elbow until the armpit, when sweating can be pulled open, draining sweat quickly, will not catch a cold. At the same time, the fur liner inside the jacket is very warm and can adapt to the cold weather. If the sun comes out during the day and the temperature is high, the liner can be removed and only worn. A dual-use, simple and convenient.
Look at other men and women jackets, their fabrics feel very comfortable, there is a very fine layer of mesh fibers, but also for wind and water.
Youth Reference: Can you talk about The North Face's recent developments in design and product development?
Mr. Jin: As far as our brand is concerned, how can we make outdoor sports equipment more technically content? This is our unyielding development strategy and cannot be changed. Technology changes lives, and technology improves products.
Youth Reference: At present, The North Face is still sponsoring professional events in mainland China. Will it consider sponsoring some fashion events in the future?
Mr. King: Now the competition between brands and brands is very strong. We hope that we will develop faster and we will shape our own unique brand image so that consumers can accept and love it so that we can better promote our brand. We still do not plan to sponsor fashion events. We still want to sponsor some professional games to highlight the brand image of The North Face. Such as skiing and skating competitions, you know, in these competitions, athletes can wear our clothes. This is the original intention of our sponsored professional sports competition.
Youth Reference: In fact, in the eyes of many urbanites, casual brands are no different from The North Face. They just wear The North Face as casual clothes. What do you think about this?
Mr. Jin: Casual wear does not require special features. This is the difference between casual wear and professional outdoor wear. Although the market for casual wear is very large, we still want to focus on our professional characteristics. Only focusing on characteristics can not be replaced. Maybe in the future we will make some travel and leisure products. But for the time being, I personally think there are many differences between the shoes worn in the wild and the shoes in the casual. The former requires more functions. In the future, more and more Chinese consumers will choose The North Face, because they feel that only professional clothing can make them better exercise and leisure.
I am a Korean, and YOUNGONE Korea has introduced The North Face to China. The proportion of young Koreans wearing casual wear is very high now. We are Korea's largest manufacturer of sports and casual wear, and it is also the second largest in the world. We established our own factory in Qingdao and employ 10,000 people. The annual production value is 30 million yuan. We firmly believe that China's casual sportswear market will become better and better, and we also hope that more and more consumers can wear our clothes.
brand history
How many people in the world wear sports and leisure clothing, such as winding mountains, skating, and sports, and how many people will have access to The North Face clothing. Founded in San Francisco in the United States in 1966, this famous mountaineering and hiking equipment and apparel company was founded by two passionate hikers in the United States. It was developed from a small mountaineering retail store and has been a favorite among adventure and mountaineering enthusiasts worldwide. Brand.
The reason for the name of The North Face is that in the northern hemisphere, the northern slope of the mountain is the coldest, most snow-covered and most difficult to climb side, alluding to true mountaineering enthusiasts, always fearless and difficult to meet. And on.
After 39 years of development, The North Face has become a well-known outdoor product brand in the world. She has been closely associated with outdoor adventure activities that are harsh and harsh in the natural environment. Through continuous technological innovation, the company has designed comfort and comfort. Outdoor equipment with increasing safety performance meets various levels of demand.
THE NORTH FACE Brand Calendar
The North Face was born in 1968 in San Francisco, USA. Two enthusiastic hiking enthusiasts, 20-year-old Doug and 22-year-old Thompkins, similarly climbed Mount Whitney, the tallest peak in the United States, at 4,418 meters above sea level. Then a mountaineering retail store was opened on the seafront north of San Francisco. The North Face name is quickly known as a store selling high-performance hiking supplies and backpacks. For 39 years, it has developed into the world's most famous outdoor brand. Its products cover clothing, shoes, tents, sleeping bags, etc. Its extraordinary quality, high-tech fabrics, and perfect functions make it the top choice for top outdoor athletes in the world. Since entering China in September 2000, The North Face has been loved by more and more Chinese outdoor enthusiasts.
In 1968, The North Face began designing and manufacturing high-performance climbing apparel and equipment for its own brand.
The North Face opened its own factory in Berkeley, California, and introduced a Russac-style backpack in its backpack design. This backpack is the original style of the built-in frame backpack.
In 1974, the Morning Glory tent was introduced into the product line. This type of tent became the most classic expedition camp tent of the 1970s with its reasonable size, excellent tenacity and stability.
In 1975 the oval tent was introduced into the product sequence. This tent is the first lightweight terrain tent and is the first tent to use a foldable aluminum bracket. Bigfoot shaped sleeping bags were introduced into the product line using Polarguard roof plate technology.
Back Magic backpacks were introduced into the product line. This revolutionary move promoted the development of backpacks toward rigid stands. The VE-24 tent is added to the product sequence. This model is a continuation of the development of the oval tent. Extreme equipment was introduced into the product sequence and Snow Leopard was first introduced into the product sequence in extreme sports. The biggest feature of this type of product is the waist suspension system, like a pair of "wings" of the backpack, this design can make the backpack unprecedented stability and comfort.
The 1988 Expedition System was introduced into the product line. This is the first complete, extensively influenced dress system.
In 1993, Polarguard's thermal insulation technology was introduced into The North Face sleeping bag. The North Face å…¼ merged with A5 Adventure and added rock climbing equipment to the product line. The Alpine Wizard Jacket was introduced into the product sequence. Search and rescue clothing was introduced into the product line. The patrol backpack was introduced into the product line The North Face, which launched the Tekware series and entered the sports casual wear market. The North Face launched its glove line.
In 1998, The North Face merged La Sportiva, a leading company in the field of rock climbing, trekking and hiking shoes manufacturing. The innovative thermal collar technology was introduced into The North Face sleeping bags.
Paclite textiles were introduced in Ama Dablam and Devil's Thumb jackets.
Smart jacket technology was introduced into the Met5 series jacket.
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