Sportlife Won the Prize

09 April 2015

Intimagroup’s Chinese magazine has rewarded innovation for the fourth consecutive year! During the grand soirée organized by the SIUF trade show in Shenzhen, Intima Asia’s Favorite Award was presented to a deserving, talented brand.

Having presented its two bi-annual, bi-lingual English-Chinese editions to the Asian market for almost 20 years, Intima Asia was proud to be the privileged media partner at the latest edition of the SIUF trade show last May in Shenzhen. Personally invited by the trade show, the Editorial Director of Intimagroup, Francesca Spinetta, traveled to China to present the fourth edition of Intima Asia’s Favorite Award. This award aims to reward a young designer who stands out for their creative products and innovative marketing ideas. And so, after honoring the feel-good lingerie from U-Code, colorful mens underwear by Ginleica and the natural wellbeing collections from Kisfun, this year the magazine fell for a brand that is currently riding the wave of sports lingerie: Sportlife, an evocative name for a complete collection of colorful pieces created for women with an active lifestyle. An emotional Liu Chengjian, Managing Director of the brand, was delighted to be called on stage to accept her prize – congratulations!

Interview with the 2015 winner Sportlife

What is the purpose of the SIUF show? Did you achieve the desired effect?
Chengjian Liu: This is the first time we attended SIUF. We were aiming that through this platform, the Asia's largest underwear show, Sportlife brand could highlight its image but also taking this opportunity to develop the market prospects for cooperation such as accumulating some franchisees resources. In fact the results have exceeded our expectations! Our biggest achievement is receiving the INTIMA Favourite Brand Award 2015. At the same time we got interest from many famous domestic brands, coming to us to know our expertise in the field of sports bra which could bring us some new cross-cooperation
What was your booth concept this time?
Chengjian Liu: It was around the concept of a butterfly taking off, "the wings showing that doing exercises is healthy”. Using abstract linear performance light, rhythm and movement.
What is the current expansion strategy and development plan for Sportlife?
Chengjian Liu: We plan to take all brands to direct business model and we’ll be in JD.com this year. Our aim is reaching 50,000 customers for an annual sales of 5 to 8 millions. In addition, we will be showcased in yoga/fitness centers. Next step will be opening of own physical store and hopefully will bring additional partnership, which will help the expansion.
Can you please talk about yoga and other fitness centers and the special cooperation strategy with them?
Chengjian Liu: We created the "sports bra living concept” to cooperate with yoga studio or fitness center. In nearly 1000 locations, the partnership will be through products and accessories display and will allow us to emphasize the brand image of Sportlife. We will also sponsor some organizations subsidizing them products in order to reach real consumers.

Who are the potential customers of Sportlife?
Chengjian Liu: China's emerging sports population is growing. From jogging, biking or riding to all sorts of fitness. Currently, the domestic brands regarding fashion are very little compare to international brands such as Nike and Addidas, which are monopolizing the market. But their target is really limited and is only reaching mainly high-end consumers. Sportlife is aiming the middle class, which has the biggest potential.
What is the price range of Sportlife?
Chengjian Liu: China's high-end sports bra price positioning is around 800-900 yuan, which is a professional price, range. Our current price positioning is 399-499 yuan.
What material do you use?
Chengjian Liu: We are using Chinese fabrics and some independent R&D fabrics companies. We are currently producing a fabric lining completely dry after humidity absorption, impermeable and with good stretch ability. The whole technology will help in solving technical issues. Unfortunately, we were not able to display it during SIUF show.
What is your biggest confidence for this new brand?
Chengjian Liu: Mainly from the following aspects: the first is the research and development. We spent a lot of time in understanding western body shape characteristics, which help for the Chinese market. The second is our team of experienced professional sports underwear. The clear understanding of all the production line, which help us in improving the bra design. The third is the proliferation of sports bra market. We do understand the global international markets trend regarding sports bra demand. This demand is reaching China market, which make some suppliers increasing their sales by nearly 50 times (Year on Year).