Interview with NEIWAI ACTIVE,
conveying unique healthy lifestyle
As an independent sports brand of NEIWAI, NEIWAI ACTIVE always pays attention to the physical and mental state of contemporary women in sports life, and is always focused on optimizing body feelings, the sharing of free energy, and the release of vitality. Inspired by ballet’s delicate balance of softness and strength, NEIWAI ACTIVE offers a range of designs for any activity, including yoga, Pilates, strength training, tennis, Frisbee, skateboarding, and others. Combining textured performance fabrics, elegant aesthetics, and functional designs, this activewear line provides multi-purpose, versatile sports clothing for a variety of lifestyles.
What kind of people are the current NEIWAI ACTIVE products aimed at?
Our main target group is the 25-35-year-old new middle-class women who pursue comfort, texture and design, and have a strong sense of self-reliance.
At present, we have more than 4 million social media fans online, and we are able to reach loyal users of the brand through a wide variety of channels. The offline business also continues to expand and is now in more than 40 cities across the country, with more than 140 offline brand experience stores, covering high-end core business districts in first- and second-tier provincial capital cities.
What types and series of NEIWAI ACTIVE products are there?
NEIWAI ACTIVE currently has three major product segments.
The first section is “Move”. In this segment we use dance as the source of inspiration for the series, focusing on high-quality differentiated products. It includes costumes suitable for ballet, modern dance, fitness dance and other professional clothing and styling.
The second section is “On Spot”. This is the foundation of our business, and includes apparel suitable for a wider range of sports scene needs, and all sorts of indoor and outdoor fitness training wear. The core category is sports bra/leggings, which is also our most popular category aimed at middle-class consumers. For example, starting from the representative back design, we launched the VMX multi-intensity sports bra series, which allows urban women to easily identify and choose sports bras that suit their exercise intensity in multi-sport scenes. The series has received very good reviews.
The third section is “On The Go”. We believe that future dressing must be more in line with urban women’s dressing habits and also take into consideration climate change, so we have developed light sports casual clothing that is suitable for all kinds of travel and has both fashion sense and functionality, and can accompany women in multiple scenes.
You have collaborated with female artists and carried out cobranding activities with some brands. Why do you do this?
We have always been more cautious in the selection of cooperation candidates and brands. All cooperation is promoted around the extension of brand value and brand image.
On the one hand, our intention is that we hope through exchanges with artists, we can jointly speak out about feminist topics in various forms, and continue to deepen our brand thinking. Through the cooperation with designers, we emphasize and highlight the original pioneering design and excellent texture of the brand, and constantly bring the freshness to users and consumers.
On the other hand, by holding activities with a range of excellent brands, we look for cooperation themes that are consistent with our brand and theirs, and together convey brand thinking to potential customers in a more interesting and lively creative form. Young people interact and communicate so naturally.
What kind of sports do young people like today, and what benefits do they get from them?
The NEIWAI ACTIVE Heat Club accompanies and encourages urban women to explore various sports, ranging from trendy sports such as Frisbee and Surfskate to professional courses such as yoga and dance. Of course, young people always love to play trendy sports, but at the same time they are also interested in relatively traditional and professional sports. Social enthusiasm, fun and sports effects are all points that are attractive for them.
Another aspect is that community activities allow us to stay in contact with users on the front line and gain more authentic information about products and brands, which can be fed back to the front-end design, production and other links, helping us to continuously improve and to iterate our products. A very important point is that NEIWAI ACTIVE itself is also composed of a young team, playing and practicing with everyone is fun, and it also brings us the purest sports pleasure.
What kind of spiritual healing activities have you done?
Body, mind and soul healing activities have always been an important part of NEIWAI ACTIVE community activities. Recently, the “Healing Wave” workshop which we held in cooperation with D. LAB DANCE, and the “Gentle Flow & Hand Pan” activity which was held in cooperation with GAO Yoga. This workshop incorporates the concept of both body and mind healing as the two are inevitably inseparable. All members of the NEIWAI ACTIVE Heat Club are eligible to sign up for activities independently.
Through such activities, we hope to make more and more people realize that health is not only about the body, but also about the mind and about the spirit. NEIWAI ACTIVE is willing and able to accompany everyone in the never ending exploration for a more perfect state of health from the inside out.
What is the development plan for the next three years?
In the next three years, it is hoped that we will be able to open up more independent stores in order to provide consumers with a more complete and comprehensive brand experience. We are also planning to join hands with more hot spaces and hot partners to implement the idea of “Empowering women to express themselves through sports” in more diverse community movements, gather strength, and better convey the unique healthy life that belongs to NEIWAI ACTIVE Way.
