「MICRO」Mr. Julian Van Gemeren：解锁中国市场的创新力与成功之道 | 海外专访

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在中国户外运动、童车与玩具以及家庭出行等行业，迈古(Micro)品牌始终是备受关注的新消费造物者。自13年前进军中国市场败兴，迈古(Micro) 经历了一系列的变革和发展。

迈古(Micro) 在中国市场的成功离不开其对创新的不懈追求。品牌中国区副总Julian先生暗示，迈古(Micro) 始终致力于处理消费者在户外运动和家庭生活中遇到的问题，从而设计出更为实用和贴心的制品。例如，她们开发的可坐的行李箱，让家长们无需再为带着孩儿旅行感到困惑，而又不失时尚与实用。迈古(Micro) 在制品设计上的持续创新和处理问题的能力，使其在中国市场赢得了良好的声誉。

照片由迈古供给

Julian先生还说到，在中国市场，迈古(Micro) 积极拥抱新的营销途径。尤其是在线途径，如京东、天猫及淘宝等。中国消费者越来越倾向于在线购物，迈古(Micro) 亦即时调节了营销策略，加强了线上的推广和互动，保持了连续增长的势头。

关于迈古(Micro) 在中国市场的可连续发展，Julian先生暗示，品质永远是她们的首要思虑原因。迈古(Micro) 严格掌控制品的质量，经过与靠谱的供应商合作，采用高质量材料，保证制品的安全性和耐用性。另外，迈古(Micro) 还注重社会可连续性和环境友好等，数年前就致力于对环保制品的开发，积极采用回收材料和参与社会公益项目，为守护地球贡献一份力量。

▲《新消费造物者》118期嘉宾

「迈古Micro」中国区副总Mr. Julian Van Gemeren

近期，《新消费造物者》专栏有幸与迈古(Micro) 品牌中国区副总Mr. Julian Van Gemeren进行了深入交流，这次采访为英文采访，并采用中英结合的呈现形式，意在更好更准确地表达Mr. Julian Van Memeren的观点和见解，同期让大众能进一步认识迈古(Micro) 品牌的核心竞争力和与众区别之处。

十三年奋斗

迈古在中国市场谱写骄人历程

《造物者》：迈古(Micro) 进入中国市场13年来有什么变化？您是不是有令人印象深刻的时刻或困难能够跟咱们读者分享？

Creator: What changes have the brand undergone since Micro entered the Chinese market 13 years ago? Do you have any impressive moments or difficulties which you would like to share with our audiences?

      Mr. Julian Van Gemeren：

迈古(Micro) 品牌在13年前进入中国市场时面临的最大挑战是品牌认知为零，由于当时咱们刚进入中国，还无人知晓咱们的品牌和制品。但经过持续地教育宣传以及线下活动和行业展会等与消费者直接互动，咱们逐步树立了品牌认知，尤其可贵的是创立了坚实的品牌用户基本。

在过去的8年中，咱们是中国市场上独一的高端生活方式品牌，重点侧重于线下营销。然而，随着市场变化，咱们此刻亦在适应线上营销的崛起。

Micro entered the Chinese market 13 years ago, and initially we faced the biggestchallenge was that we have no brand awareness here, as we just got into China and nobody knew about our brand or products. However, through years of comprehensive market education and direct interactions with customers via offline events and industrial exhibitions, we gradually built up our brand recognition,and what is particularly valuable was the establisment of a solid brand customer base. We were the only high-end international brand in Chinas market for eight years, focusing on offline channels. However, due to changes in the market, we have been adapting to the rise of online sales as well.

《造物者》：去年中国掀起了户外运动热潮，您怎样看待中国户外运动市场的竞争？迈古(Micro)有那些核心竞争力或差异化？

Creator: Last year, there was a craze for outdoor sports in China. How do you view the competition in the Chinese outdoor sports market? What are the core competitiveness or differentiation of Micro?

      Mr. Julian Van Gemeren：

中国户外品牌市场竞争激烈，尤其是随着中国制造商推出自己的品牌。咱们专注于制品创新、高质量和实用性功能设计以及消费者关心的性价比。虽然中国品牌重点面向本地市场，但咱们的目的是为全世界客户供给制品，这需要持续创新并保持领先地位。

咱们的客户欣赏咱们专注于供给高质量、创新又有较长生命周期的高性价比制品，满足他们特定需要的承诺，这是咱们最大的竞争优良和品牌差异化。

The competition in the Chinese outdoor market is intense, especially with the rising of Chinese domestic manufacturers developing their own brands. We are specilised in productsinnovation, high quality, and practical function design and cost-effectives which customers care about. While Chinese brands cater specifically to the local market, we aim at serving global market, which requires continuous innovation and keeps staying ahead of the competition. Our customers appreciate our dedication of providing high-quality, innovative products which have a longer usage duration to meet their specific needs.This  gives us the biggest competitive edge and marketing differentiation.

照片由迈古供给

《造物者》：去年迈古(Micro)在中国市场的营销业绩怎样？针对今年下半年的制品策略和新计划有何安排？

Creator:How was Micros sales performance in the Chinese market last year? What are the product strategies and new plans for the second half of this year?

      Mr. Julian Van Gemeren：

去年，受到疫情影响，户外活动减少，咱们在中国市场的营销业绩受到了必定影响。然而，随着形势的改善，今年的营销业绩明显反弹。

今年下半年，咱们计划推出新制品，包含一款很独特的滑板车Micro Flux和迈古电动车的迷你版Micromilo玩具车，以及日前的热门营销单品迈古懒人行李箱的颜色升级，满足中国市场的偏好，并保证咱们始终处在创新的前沿。

Last year, our sales performance in the Chinese market was a bit declined because of the pandemic, leading to reduced outdoor activities. However, with the situation improving, this years sales have rebounded significantly. For the second half of this year, we have planned to launch some new products, including a very unique scooter serie Micro Flux and a car toy which is the mini version of Micro electric vehicle micromlino, as well as some upgraded colors of the hottest selling item, micro lazy luggage at the moment, catering to the preferences of the Chinese market and ensuring we remain at the forefront of innovation.

创新驱动：

迈古怎样在激烈市场中脱颖而出

《造物者》：请仔细介绍迈古(Micro)在中国市场的制品布局和市场策略与国外市场有何区别？

Creator: Could you please elaborate on the product range offered by Micro, especially in the Chinese market? How is Chinas product layout and market strategy different from foreign markets?

      Mr. Julian Van Gemeren：

迈古(Micro)供给多样化的制品，包含滑板车、行李箱、自动车、婴幼儿散步车、儿童平衡车等。在中国市场，咱们致力于满足中国消费者偏好的制品，例如疫情后高涨的带娃出行需要而带来巨大市场需要的迈古懒人行李箱。

相比之下，在其他国家和地区市场，咱们的制品线会由于当地的文化、消费者需要等区别而各有差异，以满足区别的市场需要和偏好。在中国，结合中国互联网的快速发展以及线上购物的强势增长，同期思虑到目的消费者的消费偏好和行径变化，咱们的市场策略亦从之前的重线下调节为线上线下双管齐下的方式，而在国外市场，咱们可能更加注重传统的线下零售方式。

Micro offers a diverse product range, including scooters, luggage, bicycles, baby stroller and kids balance bike etc. In the Chinese market, we focus on products tailored to Chinese customers preferences, for example,the rapid growing demand for travel with kids after the pandemic has brought a huge market for micro lazy luggage. In contrast, In other countries and regional markets, our product lines may vary depending on local culture, consumer needs, and other factors to meet different market demands and preferences. our market strategy has also been adjusted from a previous focus on offline to a dual approach online and offline given the rapid development and strong growth in online shopping, and taking into account the changing consumer preferences and behaviors of target consumers, while in foreign markets, we may have a more traditional approach with an emphasis on offline retail.

《造物者》：迈古(Micro)的设计理念和保持原始设计概念的灵魂是什么？

Creator: What is Micros design philosophy and soul about adhering to original design concepts?

      Mr. Julian Van Gemeren：

迈古(Micro)的设计理念围绕问题处理和创新展开。咱们的优良是识别客户需要，并创造能够有效满足这些需要的制品。咱们的设计过程会跳出传统思维，寻找独特的处理方法。

咱们的制品设计灵感源自于对平常生活中人们需要的观察，同期寻找现有市场未开发的制品方向，专注于发明新的实用设计，供给更好的功能性和美学感，从而使咱们与竞争对手区别开来。

Micros design philosophy revolves around problem-solving and innovation. Our advantage is identify customer needs and developproducts that address these needs effectively. Our design process involves thinking outside the box and finding unique solutions. Our product design inspiration comes from observing the needs of people in daily life,while also seeking directions for products that havent yet been developed in the exsiting market,and focus on inventing new and practical designs that offer improved functionality and aesthetics, which sets us apart from competitors.

照片由迈古供给

《造物者》：机构怎样管理在瑞士和中国的分销途径？

Creator: How does the company manage its distribution channels, both in Switzerland and China?

Mr. Julian Van Gemeren：

迈古(Micro)经过直接运营和独家合作伙伴的结合来管理分销途径。咱们在多个国家（包含中国和瑞士）设有子机构，以进行直接的本土化运营和营销。在中国咱们与独家经销商合作，并精心选取认识当地市场的合作伙伴。经过线下和线上途径的结合，咱们可有效地触达目的客户，并保证产品在各个地区的可得到性。

Micro manages its distribution channels through a combination of direct operations and exclusive partnerships. We have our subsidiaries in several countries, including China and Switzerland, to directly handle affairs in the local market operation and sales channels. In China, we work with exclusive distributors and carefully select partners who understand the local market well. By having a mix of offline and online channels, we could effectively reach our targeted customers and ensure product availability across various regions.

可连续发展

致力保证制品质量与环保责任

《造物者》：机构在采购材料和保证制品安全和可连续性方面采取何种办法？

Creator: What are Micros solutions to sourcing materials and ensuring the safety and sustainability of micro products?

      Mr. Julian Van Gemeren：

迈古(Micro)优先从靠谱供应商采购高质量的材料，以保证制品的质量和安全性。咱们对材料和制品进行全面的测试，制品上市前亦会遵守国际安全标准和当地政府安全标准，经过关联测试再上市，包含与可连续性关联的标准。

咱们致力于可连续发展，推出了由回收的海洋绳索及渔网制作而成的制品-迈古爱地球系列滑板车。该系列滑板车回收的废弃海洋绳索日前已超过900千米相当于从苏黎世到白塞罗那的距离，回收的旧渔网总面积超过了16万平方米，相当于23个足球场。

另外，咱们积极参与“1% For The Planet”环保公益组织的倡议，将爱地球系列制品全世界营销的1%用于支持该组织的环保项目。

Micro prioritize sourcing high-grade materials from reliable suppliers to ensure the quality and safety of our products. We conduct thorough testing over the raw materials and products, before the products are launched, we will pass relevant tests adhering to international safety standards as well as the local governmental safety stangds，including those related to sustainability. We are committed to sustainability and have launched a serie of scooter caleld Eco which are made of recycled fishing ropes and nets from the ocean,contributing to environmental conservation efforts. so far, we have recycled over 900KM fishing ropes which is equivalent to the distance from Zurich to Varcelona. The total area of recycled fishing nets has exceeded 160000㎡ which is equivalent to 23 football fields. Moreover, we actively participated in institutions like "1% For The Planet," where 1% micro Eco serie scooter global sales goes towards supporting environmental projects conducted by this institution.

照片由迈古供给

《造物者》：迈古(Micro)怎样在全世界和中国市场推广其制品？

Creator: How does Micro do marketing and promote its products globally and in the Chinese market?

       Mr. Julian Van Gemeren：

迈古(Micro)采用多方位的营销方式，在全世界范围内结合线上和线下途径进行品牌营销和营销。在中国，咱们依靠各样线上平台，如社交媒介、淘宝等电商平台，以及与母婴育儿、时尚、运动、生活方式等行业的意见领袖和博主的合作，来加强品牌揭发度。另外，咱们还参加贸易展会和展览，向更广泛的受众展示咱们的制品，创立品牌认知度。

在中国，迈古(Micro)在直播平台上亦取得了有些成功，直播时借助制品的趣味性和实用性进行场景化演示，并与潜在客户直接互动。咱们还与KOL合作开展促销活动，这在增多品牌知名度和推动营销方面证明了这个方式的有效性。另外，与母婴育儿和生活方式媒介保持良好的合作关系针对触达咱们的目的受众并有效传递咱们的品牌信息非常重要。

Micro adopts a multi-faceted marketing approach, utilizing a combinationof online and offline channels globally for branding and promotion. In China, we rely on various online platforms, such as social media, e-commerce platforms like Taobao, and cooperate with influencers and bloggers who are specialized in Marternal and Child Care,Fashion, Sports and Lifestycle fields etc. to increase brand awareness. Additionally, we participate in CBME and other exhibitions to display our products to a wider range of potential customers and build up a brand awareness.

In China, Micro has found its success with live streaming platforms, where we used the fun and practicality of our products for scenario based demonstrations and interacted directly with potential customers. We also run promotional campaigns in partnership with online influencers, which have been proven effectively in increasing brand awareness and driving sales. Additionally, mainterning a good cooperative relationsship with parenting and lifestyle media is crucial for reaching our target customers and conveying our brand message effectively.

《造物者》：在中国市场和其他市场的长时间愿景和扩展目的是什么？

Creator: What are the brands long-term visions and goals for expansion in the Chinese market and beyond?

Mr. Julian Van Gemeren：

迈古(Micro)的长时间愿景是继续作为户外制品、童车与玩具以及家庭出行等行业的领先品牌。咱们不遗余力于开发和生产创新、高质量的制品，以加强全世界儿童和家庭的生活品质，并鼓励更加多的家庭陪同和健康的生活方式。

在中国市场，咱们的目的是经过持续推出新的、令人兴奋的制品，以满足中国消费者的喜好和需要，更务实地满足家庭生活中的出行、健康生活、家庭陪同等需要，进一步扩大咱们的影响力，并巩固咱们在市场中的地位以及消费者对咱们的连续热爱和信任。

在中国以外的全世界市场，咱们的目的是探索机会，在制品满足平常需要的同期，为社会可连续性及环境友好等目的贡献迈古(Micro)的力量，巩固迈古(Micro)在全世界范围内做为值得信赖和受喜欢的品牌的声誉。

Micros long-term vision is to continue being a leading brand in the industries such asoutdoor sports,kids scooter/bike, baby carriage and family mobility etc. We spare no efforts in developing and producing innovative and high-quality products to improve the life quality for children and families worldwide, meanwhile,encourage more family companionship and healty lifestyles. In the Chinese market, our goal is to further expand our presence,strengthen our market position and continuous love and trust from our customers by developping new and exciting products tailored to the preferences and needs of Chinese consumers to meet their needs of family outing, travelling, healthy living,family companionship etc. more practically. Outside China, we aim to explore opportunities in other global markets to meet customers daily needs via our products, at the same time,keep delivering the Contribution of Micro to the goals of society sustainability and environmental friendliness,to consolidate Micros reputation as a trustworthy and beloved brand worldwide.

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