Kingcamp Xu Guoqing: Establishing Core Competitiveness

The development of China's outdoor industry started from the field of production. When it first started exporting, it developed into the domestic market with the development of the domestic market, and finally embarked on the road of brand development. Xu Guoqing, the founder of KingCamp, has gone through this whole process.

Ten years of decision making, one step ahead.

In 1992, after graduating from the University of foreign trade and economics, Xu Guoqing entered the foreign trade company to develop outdoor business. At that time, the domestic export business basically relied on the Hongkong company. In order to avoid competition with the predecessors, Xu Guoqing skipped the Hongkong company to find importers directly to discuss cooperation.

After 1997, he skipped the importers and started business with brands and distributors.

In 2001, Xu Guoqing noticed the expansion of domestic demand for outdoor products, and began to develop the domestic outdoor market. In 2002, Xu Guoqing founded the KingCamp brand and became the first outdoor brand seller in China. It can be said that in the first ten years of his career, Xu Guoqing made a series of decisions in front of the market.

What happened after my long march?

KingCamp's brand development has undergone a series of decision adjustments. From the brand to the essence, the brand has been gradually focused. The product has been refined from the surface to the line, and has become an early and clear brand positioning outdoor enterprise.

Xu Guoqing said that in China, people's experience in outdoor sports has changed from vague to clear, and this process is not short. The domestic outdoor industry is driven by the extreme outdoor crowd. The concept of outdoor sports is also limited to the extreme sports, and there are more people waiting for it. The slow crowd gradually split up, and outdoor sports such as hiking, mountaineering and camping began to appear and accepted, and it began to prevail in 2010. In the direction of market orientation, KingCamp is once again ahead.

In 2006, KingCamp sponsored CCTV's "Long March" campaign to provide product support from head to toe and from inside to outside. The KingCamp products, together with the members of the long march road, have withstood the extreme weather detection such as wind and rain, snow mountain and grassland. After that, KingCamp began to change.

　　 Self driving Camping Market

After completing the sponsorship of my long march, Xu Guoqing discovered the market from the enthusiasm of ordinary people to participate in outdoor sports, decided to give up products above the snow line and concentrate on making products under the snow line. After that, KingCamp further adjusts its positioning and focuses its products on self driving camping equipment. KingCamp has a wealth of product lines, covering outdoor clothing, food and shelter, providing outdoor customers with 360 degree omni-directional protection and giving consumers comfortable self driving camping experience.

The first core competitiveness

KingCamp professional outdoor equipment can effectively resist changes in external environment under unpredictable weather conditions. Xu Guoqing introduced that KingCamp products were designed on the basis of full consideration of outdoor sports types. Taking tent as an example, the design of the tent for backpackers is mainly portable and functional, while KingCamp is more concerned with comfort and permeability for tents for self driving camping.

　　 Guo Qing Xu KingCamp is very confident in the ability to innovate in products. KingCamp not only spends a lot of money on overseas research every year, but also has an international R & D team. It can be said that KingCamp is the first brand to use the foreign design team to lead the international trend. The overseas design team is well versed in the essence of outdoor design and has a unique advantage in grasping the pulse of the market. The products designed and launched are very popular with domestic outdoor enthusiasts. At present, there are more than 800 outdoor brands in the outdoor market, and the market competition is very fierce. In this environment, KingCamp is still developing at a high speed. Xu Guoqing thinks that R & D capability is one of the important factors.

　　 The second Core competitiveness

Another important factor is efficiency. Market participants are growing rapidly and industry profits are decreasing. Enterprises must improve efficiency if they want to maintain sustainable growth. Xu Guoqing said that KingCamp has done a series of work to shorten the production cycle and strengthen the control capability of the supply chain: strengthen cooperation with fabric suppliers, establish a risk sharing mechanism, shorten the delivery cycle, and make a lot of adjustments to the production line, and adjust the original production line to a flexible small production line, thereby improving the speed and shortening the production cycle.

"The most important test of this series of adjustment is the planning ability of the enterprise and the planning of the supply chain." Xu Guoqing explained that the concept of shortening the supply chain cycle is not new, but it has great challenges to enterprises. All actions are based on prophase planning, which requires very high organizational capabilities.

"External things can be duplicated, the internal organizational capabilities can not be duplicated, and the external environment is more and more spanparent. Only by improving efficiency and R & D capability can enterprises continue to develop." Xu Guoqing believes that these are the competitiveness of KingCamp.

As the first outdoor brand, KingCamp has always been committed to promoting outdoor lifestyle to the whole world. Now its products have been sold in 38 countries, including the United States, France and Russia. Xu Guoqing said that with the joint efforts of all staff, the future development of KingCamp will be better and better.