“Only the best products will be brought to China,” emphasized David Thomson, Craft’s Asia-Pacific CEO, during an interview at the Shanghai launch event. “I don’t think the Chinese consumer is in need of anything specifically different, but they do demand world-class products,” Thomson added.
As a professional endurance sports brand, Craft aims to serve both elite athletes and fitness enthusiasts with high-performance gear tailored for running, cycling, skiing, and daily training.
Thomson highlighted that Chinese consumers exhibit a profound understanding and genuine interest in the technical aspects of products, emphasizing both aesthetics and performance, a philosophy that aligns with Craft’s core values. “Our range of running shoes features five different foams tailored for various activities, runs, terrains, frequencies, and distances, catering to both male and female consumers.”
Thomson further elaborated on Craft’s customer base, emphasizing an equal gender distribution, with a growing number of female athletes in endurance sports displaying a keen interest in product intricacies. “We’re one of the few brands that has a real balance between male and female consumers.”
For Fredrik Johansson, Craft’s global head of international sales, entering the Chinese market signifies a natural progression as he views it as the largest market globally.
“Chinese consumers are increasingly passionate about sports and outdoor activities, and there is a surge in demand for high-performance, sustainable gear, especially in areas such as writing, recycling, and hiking,” Johansson elaborated. He also noted the rapid evolution of the endurance sports market, stating, “we are excited to build a future together with the Chinese community.”
Housed within a restored century-old Shikumen building, the approximately 210-square-meter experience space merges Nordic minimalism with Shanghai’s architectural heritage. Eco-friendly recycled materials dominate the interior, while a central “running track” design leads to an immersive zone simulating diverse terrains for product testing.
On the opening day of the brand experience store, members of the “Craft city cycling team” donned brand-specific cycling gear and embarked on a ride from Zhangyuan, cycling through iconic Shanghai landmarks like West Nanjing Road, People’s Square, and the Bund, covering about four kilometers on a city tour to showcase the practical value of brand’s cycling equipment and embody its spirit.
Credits: ChinaDaily