Amidst the tremendous development of China's outdoor industry, the "Respected Donkey Award" — the 2012 China Outdoor Industry Annual Awards, hosted by a certain website — also reached a heated stage, with various brands competing fiercely. The final results were announced on January 18, 2013. The GORE-TEX?brand was awarded the "Annual Innovative Brand Award." Meanwhile, Ms. Zhang Jingwei, General Manager of Gore Beijing Branch and Market Director of Gore Fabrics China, as a representative figure of China's outdoor "driving force," once again won the "Annual Outdoor Manager Award." This marks the third consecutive year she has received this honor. Prior to this, she had also been recognized with numerous awards such as "Annual Influential Figure in Outdoor Event Planning" and "Outstanding Outdoor Industry Figure."
"I am truly grateful for the recognition given to the GORE-TEX?brand and to me personally by the industry. My team and I have been working hard to provide the most solid support for outdoor enthusiasts through GORE-TEX?outdoor gear." 2012 marked Zhang Jingwei’s sixth year in the outdoor industry. Under her leadership, the GORE-TEX?Outdoor Dreams Realization campaign successfully completed its sixth year. In 2012 alone, the number of participants exceeded the total of the previous five years, making it an annual event that Chinese outdoor enthusiasts eagerly anticipate.
"With 7,009 submissions, when the final number of entries for the sixth Outdoor Dreams Realization campaign in 2012 was announced, we were all very excited. My team and I have put so much effort into this campaign. As early as before the 2012 launch, we continuously sought cross-industry collaborations related to the outdoor sector, such as with Subaru. Our collaboration with A’se, a host from Travel Channel and one of the campaign judges, helped us promote the concept of the outdoors more deeply, allowing more people to understand it. So far, our efforts have not been in vain." To get more people involved in and experiencing the outdoors, Zhang Jingwei led the GORE-TEX?brand to make remarkable contributions to the development of outdoor sports in China in 2012.
Looking ahead, the overall environment for outdoor activities in China is gradually maturing, and consumers' understanding of the outdoors is deepening. The future demand will focus on gear that is lighter, more durable, and more breathable. In line with this trend, the GORE-TEX?brand launched three-layer GORE-TEX?fabric globally in sync with the Asia-Pacific region in 2012. "To help consumers gain a deeper understanding of the three-layer GORE-TEX?fabric products, we adopted a promotion strategy featuring well-known influencers and real-environment testing to demonstrate the product performance. In addition to supporting China’s top hiker, Lei Diansheng, on his journey to the Altun Mountains and Taiwan to experience the three-layer products, we also allowed consumers to join in the experience. Thirty outdoor enthusiasts participated in product testing. Through real experiences and word-of-mouth, consumers can gain a more direct understanding and the core functions of the three-layer GORE-TEX?fabric can be fully demonstrated."
Another major achievement that Zhang Jingwei and her team accomplished in 2012 was the official opening of the first GORE-TEX?brand service center in China at Sanfo Outdoor’s Madian store in Beijing. It is reported that this is also the first service center in the outdoor field, pioneering consultative services for outdoor apparel.
Service center staff demonstrating the water-repellent properties of GORE-TEX?fabric
Here, consumers can receive services such as product selection and usage consultation, cleaning and maintenance advice, and basic product inspections. The GORE-TEX?brand is fully committed to its promise of "keeping you dry." "We hope that through the establishment of the GORE-TEX?product service center, a bridge can be built to connect with consumers, helping them better understand the functions and proper care of GORE-TEX?products, bringing them more durable and comfortable protection. We also hope to influence the domestic outdoor industry with our high quality and professional attitude, promoting a more positive and healthy development of the industry."
Zhang Jingwei continues to optimize and elevate the management of the GORE-TEX?brand step by step. For this reason, the "Annual Outdoor Manager Award" is indeed well-deserved. As for what "the outdoors" means, Zhang Jingwei has her own understanding. "Some people narrowly define 'the outdoors' as challenging oneself and exploring dangerous places. That is one-sided and limited. In reality, 'the outdoors' is 'a lifestyle that contrasts with our urban life,' aiming to relax and relieve the pressures of life and work. Whether it’s hiking, cycling, or just leisure travel, the outdoors is not only our way of life, but we also aim to influence more people to make it theirs."
With concrete actions, Zhang Jingwei continuously conveys and interprets the philosophy of focusing on and enjoying the outdoors, driving the development of the outdoor industry. She also hopes that more and more people will be inspired by her and begin to embrace the outdoors. "I have always believed that everyone has an outdoor dream in their heart. Helping realize every dream is the goal of the GORE-TEX?brand and also the source of our motivation. In the future, we will continue to work tirelessly to promote the healthy development of the outdoor industry!" Zhang Jingwei is full of confidence and hope for the development of the outdoor industry in 2013.