57 min
Craig Smith | The CEO Bringing Burton Snowboarding To China The Negotiation
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- Marketing
In this episode of The Negotiation, we speak with Craig Smith, CEO of Burton Snowboards China. With the 2022 Winter Olympics in Beijing right around the corner, we continue our look at snow sports in China, this time through the lens of the sport of snowboarding and a discussion with the person heading up the most famous brand name in the sport, Burton. We talk about the snow sports culture in China and compare it to that of Japan, and compare the clientele makeup of the Chinese consumer with those in the West. We talk about how Burton markets and localizes snow sports in China, and how Burton focuses on marketing it as a lifestyle in China. We talk about how retail has evolved in China and how Burton has adapted, and a broader look at how brands should set goals and strategize for market entry into China. We wrap up our conversation discussing what the impact of the Winter Olympics in China will have on Burton’s China operations. Enjoy!
In this episode of The Negotiation, we speak with Craig Smith, CEO of Burton Snowboards China. With the 2022 Winter Olympics in Beijing right around the corner, we continue our look at snow sports in China, this time through the lens of the sport of snowboarding and a discussion with the person heading up the most famous brand name in the sport, Burton. We talk about the snow sports culture in China and compare it to that of Japan, and compare the clientele makeup of the Chinese consumer with those in the West. We talk about how Burton markets and localizes snow sports in China, and how Burton focuses on marketing it as a lifestyle in China. We talk about how retail has evolved in China and how Burton has adapted, and a broader look at how brands should set goals and strategize for market entry into China. We wrap up our conversation discussing what the impact of the Winter Olympics in China will have on Burton’s China operations. Enjoy!
57 min