TOP小助手在中国户外运动、童车与玩具以及家庭出行等行业，迈古(Micro)品牌一直是备受关注的新消费造物者。自13年前进军中国市场以来，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先生表示，迈古(Micro) 始终致力于解决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产品。例如，他们研发的可坐的行李箱，让家长们无需再为带着孩子旅行感到困扰，而又不失时尚与实用。迈古(Micro) 在产品设计上的不断创新和解决问题的能力，使其在中国市场赢得了良好的声誉。
图片由迈古提供
Julian先生还提到，在中国市场，迈古(Micro) 积极拥抱新的销售渠道。尤其是在线渠道，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) 也及时调整了营销策略，加强了线上的推广和互动，保持了持续增长的势头。
关于迈古(Micro) 在中国市场的可持续发展，Julian先生表示，品质永远是他们的首要考虑因素。迈古(Micro) 严格控制产品的质量，通过与可靠的供应商合作，采用高质量材料，确保产品的安全性和耐用性。此外，迈古(Micro) 还注重社会可持续性和环境友好等，多年前就致力于对环保产品的研发，积极采用回收材料和参与社会公益项目，为保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
近日，《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，本次采访为英文采访，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，同时让大家能进一步了解迈古(Micro) 品牌的核心竞争力和与众不同之处。
十三年努力
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？您是否有令人印象深刻的时刻或困难可以跟我们读者分享？
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，因为当时我们刚进入中国，还无人知晓我们的品牌和产品。但通过不断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，我们逐渐树立了品牌认知，尤其可贵的是建立了坚实的品牌用户基础。
在过去的8年中，我们是中国市场上唯一的高端生活方式品牌，主要侧重于线下销售。然而，随着市场变化，我们现在也在适应线上销售的崛起。
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 China's 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，您如何看待中国户外运动市场的竞争？迈古(Micro)有哪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。我们专注于产品创新、高质量和实用性功能设计以及消费者关心的性价比。虽然中国品牌主要面向本地市场，但我们的目标是为全球客户提供产品，这需要不断创新并保持领先地位。
我们的客户欣赏我们专注于提供高质量、创新又有较长生命周期的高性价比产品，满足他们特定需求的承诺，这是我们最大的竞争优势和品牌差异化。
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.
图片由迈古提供
《造物者》：去年迈古(Micro)在中国市场的销售业绩如何？对于今年下半年的产品策略和新计划有何安排？
Creator:How was Micro's 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，我们在中国市场的销售业绩受到了一定影响。然而，随着形势的改善，今年的销售业绩显著反弹。
今年下半年，我们计划推出新产品，包括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，以及目前的热门销售单品迈古懒人行李箱的颜色升级，满足中国市场的偏好，并确保我们始终处于创新的前沿。
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 year's 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：
迈古如何在激烈市场中脱颖而出
《造物者》：请详细介绍迈古(Micro)在中国市场的产品布局和市场策略与国外市场有何不同？
Creator: Could you please elaborate on the product range offered by Micro, especially in the Chinese market? How is China's product layout and market strategy different from foreign markets?
Mr. Julian Van Gemeren：
迈古(Micro)提供多样化的产品，包括滑板车、行李箱、自行车、婴幼儿散步车、儿童平衡车等。在中国市场，我们致力于满足中国消费者偏好的产品，比如疫情后高涨的带娃出行需求而带来巨大市场需求的迈古懒人行李箱。
相比之下，在其他国家和地区市场，我们的产品线会因为当地的文化、消费者需求等不同而各有差异，以满足不同的市场需求和偏好。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，同时考虑到目标消费者的消费偏好和行为变化，我们的市场策略也从之前的重线下调整为线上线下双管齐下的方式，而在国外市场，我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)的设计理念和坚持原始设计概念的灵魂是什么？
Creator: What is Micro's 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解决和创新展开。我们的优势是识别客户需求，并创造能够有效满足这些需求的产品。我们的设计过程会跳出传统思维，寻找独特的解决方案。
我们的产品设计灵感来源于对日常生活中人们需求的观察，同时寻找现有市场未开发的产品方向，专注于发明新的实用设计，提供更好的功能性和美学感，从而使我们与竞争对手区别开来。
Micro's 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 haven't 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.
图片由迈古提供
《造物者》：公司如何管理在瑞士和中国的分销渠道？
Creator: How does the company manage its distribution channels, both in Switzerland and China?
Mr. Julian Van Gemeren：
迈古(Micro)通过直接运营和独家合作伙伴的结合来管理分销渠道。我们在多个国家（包括中国和瑞士）设有子公司，以进行直接的本土化运营和销售。在中国我们与独家经销商合作，并精心选择了解当地市场的合作伙伴。通过线下和线上渠道的结合，我们可有效地触达目标客户，并确保产品在各个地区的可获得性。
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.
可持续发展
致力保障产品质量与环保责任
《造物者》：公司在采购材料和确保产品安全和可持续性方面采取何种方法？
Creator: What are Micro's solutions to sourcing materials and ensuring the safety and sustainability of micro products?
Mr. Julian Van Gemeren：
迈古(Micro)优先从可靠供应商采购高质量的材料，以确保产品的质量和安全性。我们对材料和产品进行全面的测试，产品上市前也会遵守国际安全标准和当地政府安全标准，通过相关测试再上市，包括与可持续性相关的标准。
我们致力于可持续发展，推出了由回收的海洋绳索及渔网制作而成的产品-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目前已超过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。
此外，我们积极参与“1% For The Planet”环保公益组织的倡议，将爱地球系列产品全球销售的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.
图片由迈古提供
《造物者》：迈古(Micro)如何在全球和中国市场推广其产品？
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，在全球范围内结合线上和线下渠道进行品牌营销和销售。在中国，我们依靠各种线上平台，如社交媒体、淘宝等电商平台，以及与母婴育儿、时尚、运动、生活方式等领域的意见领袖和博主的合作，来提高品牌曝光度。此外，我们还参加贸易展会和展览，向更广泛的受众展示我们的产品，建立品牌认知度。
在中国，迈古(Micro)在直播平台上也取得了一些成功，直播时借助产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。我们还与KOL合作开展促销活动，这在增加品牌知名度和推动销售方面证明了这个方式的有效性。此外，与母婴育儿和生活方式媒体保持良好的合作关系对于触达我们的目标受众并有效传递我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期愿景和扩展目标是什么？
Creator: What are the brand's long-term visions and goals for expansion in the Chinese market and beyond?
Mr. Julian Van Gemeren：
迈古(Micro)的长期愿景是继续成为户外产品、童车与玩具以及家庭出行等行业的领先品牌。我们不遗余力于研发和生产创新、高质量的产品，以提高全球儿童和家庭的生活品质，并鼓励更多的家庭陪伴和健康的生活方式。
在中国市场，我们的目标是通过不断推出新的、令人兴奋的产品，以满足中国消费者的喜好和需求，更务实地满足家庭生活中的出行、健康生活、家庭陪伴等需求，进一步扩大我们的影响力，并巩固我们在市场中的地位以及消费者对我们的持续热爱和信任。
在中国以外的全球市场，我们的目标是探索机会，在产品满足日常需求的同时，为社会可持续性及环境友好等目标贡献迈古(Micro)的力量，巩固迈古(Micro)在全球范围内作为值得信赖和受喜爱的品牌的声誉。
Micro's 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 Micro's reputation as a trustworthy and beloved brand worldwide.
