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Moyen wants to quickly establish its brand awareness nationwide to build the first brand of outdoor products in China
On January 20, Drilling International Outdoor Group Co., Ltd. (referred to as Drilling International) hosted its first franchisees' ordering meeting for the "Mo Nai" brand at its headquarters in Xiamen. Nearly 500 franchisees from across the country attended the event. Mo Nai Outdoor aims to expand its key account (KA) channels from 1,500 to 2,000 in 2010 and open 1,000 new franchise stores, positioning itself as the largest supplier of outdoor retail terminals in China.
To accelerate brand recognition nationwide, Mo Nai Outdoor plans to invest 150 million yuan in advertising this year, a significant increase from last year’s 5 million yuan. The company is following a similar strategy to other well-known Chinese brands like Seven Wolves, Anta, and 361 Degrees, which once relied heavily on CCTV to build their reputations. Now, Mo Nai Outdoor is leveraging both traditional and digital media, including TV, print, and online platforms such as Sina, Tencent, and Greenfield.
A month prior, Mo Nai became the official outdoor product sponsor of the 2010 Xiamen International Marathon. According to Chai Jianxin, general manager of Mo Nai Outdoor, the average price of their products is around 200 yuan, targeting consumers with a monthly income of over 3,000 yuan.
In comparison, the success of Pathfinder, another subsidiary of Dinghui International, highlights the potential of the outdoor market. In 2009, Pathfinder reported sales revenue of 293 million yuan, a 38.38% increase from the previous year, with a net profit of 428.894 billion yuan, up 68.13%. Its stock was trading at 43.05 yuan per share with a dynamic P/E ratio of 57 times.
Dinghui International, which owns three brands including Mo Nai Outdoor, has been expanding rapidly. As of June 30, 2009, it operated 430 stores nationwide, including 382 franchises and 48 direct-operated stores. With a focus on quality and long-term growth, Zhai Lihua, chairman of Dinghui International, emphasized that while the company is considering listing, it will not rush into capital operations.
The outdoor industry is seen as a promising market. A survey by the American Outdoor Industry Association in 2008 showed steady growth in sales, with online sales rising by 30%. Similarly, European data indicated strong confidence among industry members, with most reporting increased domestic and international sales.
In China, the outdoor products market grew significantly, reaching 3.65 billion yuan in retail sales in 2008, a 53.3% increase from 2007. Industry experts predict a 50% annual growth rate, with the market expected to exceed 10 billion yuan soon.
At the Mo Nai ordering meeting, franchisees expressed high enthusiasm. Out of 5,000 applicants, 500 were selected as initial franchisees, with another 500 expected to be authorized later this year.
Established in 1997, Drilling International has built a strong presence through design, production, and sales, with 24 branch offices and 1,500 retail outlets in major supermarkets like Walmart and Carrefour. The company is now striving to become the leading brand in China's outdoor products market.
**Company Name: Mo Nai Guangdong Branch**
**Contact: Miss Liao**
**Phone:**
**Fax:**
**Website:**
**Country:** China
**Province:** Guangdong
**Address:** Room 1705, Building A, Heyi International, 1992 Guangzhou Avenue North, Guangzhou