As reported earlier, Mammut enters the Chinese market this year through the set-up of its own subsidiary after the Swiss brand failed to find appropriate distributors. Mammut moved its Asia-Pacific office to Beijing and hired key people in charge of the penetration of the Chinese market.

The former vice president of Laya Sports, Nelson Lin, was hired as sales and marketing director in China. The Taiwanese had worked for brands such as La Sportiva, Inov-8, Wild Roses in China before. Two additional sales managers served Vaude and Arc'teryx' distributor.

Meanwhile, Mountain Equipment, the British outdoor brand, has also decided to conquer China starting with the 2013-14 winter collection. Its distributor is Beijing GoRising International Trading Limited Company. Before, GoRising was a regional distributor of Coleman until the U.S. company set up its own subsidiary last year. GoRising was later appointed Chinese distributor for Danner and Millet, beginning with the upcoming spring season.