At the recently concluded "Zunlv Awards" — the 2012 China Outdoor Industry Annual Awards hosted by a certain online platform — the Gore-Tex®?brand won two major awards: the "Most Popular Brand Among Outdoor Enthusiasts" and the "Annual Innovation Brand Award." Additionally, Ms. Zhang Jingwei, General Manager of Gore Beijing Branch and Marketing Director of Gore Fabrics China, was once again honored with the "Annual Outdoor Manager Award."
When it comes to the Gore-Tex® brand, many are familiar with it, and no one can help but praise the exceptional waterproof, windproof, and breathable properties of Gore-Tex® fabric. Since the Gore-Tex® brand successfully entered the Chinese market in 1996, 16 years have flown by. Sixteen years ago, China’s outdoor industry was just getting started, and it can be said that the Gore-Tex® brand grew alongside China’s outdoor movement.
In 2012, the development of the Gore-Tex® brand entered a new stage: the launch of three-layer Gore-Tex® fabric products, the successful hosting of the sixth consecutive "Outdoor Dreams Come True" campaign, the opening of the first nationwide Gore-Tex® Brand Service Center... With one major milestone after another, and backed by such outstanding achievements, the Gore-Tex® brand also earned recognition from numerous other media outlets, including the "Annual Best Outdoor Brand Award" from Travel & Leisure magazine, the "Annual Best Fabric Award" from New Traveler magazine, and the "Annual Best Outdoor Travel Award" from精品购物指南 (Beijing Times Shopping Guide), among others.
Releasing Leading Fabric Technology, Injecting New Energy into Outdoor Products
The official launch of three-layer Gore-Tex® fabric was one of the highlights of the Gore-Tex® brand in 2012. The characteristics of three-layer Gore-Tex® fabric can be summed up in three words: “breathable,” “durable,” and “lightweight.” Its abrasion-resistant outer layer and special inner lining material are like two “slices of bread” wrapping around the core technology product — the Gore-Tex® membrane. This “sandwich” concept provides users with all-weather comfort and comprehensive professional protection.
Layered diagram of three-layer Gore-Tex® fabric
Da Huang, an outdoor enthusiast and firsthand user of three-layer Gore-Tex® fabric, has deep experience with it. “I wore a three-layer Gore-Tex® jacket for a two-day, three-night unsupported trek across the Kubuqi Desert, hiking about 12 hours each day. I faced the tricky situation of internal sweat and heat buildup, coupled with external cold from the wind. I wore quick-dry clothing underneath and a three-layer Gore-Tex® jacket on the outside, and I was spared the misery of the strong winds. The excellent breathability of the three-layer product kept my body relatively dry, the abrasion resistance protected me from external friction, and the lightweight design significantly saved energy. These features provided me with tremendous protection and assistance.”
Lei Diansheng, media reporters, and consumers experience the protection offered by three-layer Gore-Tex® products outdoors
Ms. Zhang Jingwei, General Manager of Gore Beijing Branch and Marketing Director of Gore Fabrics China, stated: “Currently, China’s outdoor industry is developing very rapidly, with professionalism and standardization gradually aligning with international norms. Gore chose to launch three-layer Gore-Tex® fabric products in the Chinese market in 2012 to provide users with a professional outdoor experience and further contribute its expertise and capabilities to the Chinese outdoor market.”
Three-layer Gore-Tex® fabric is leading the innovation and transformation of outdoor fabrics, as well as driving the development of outdoor products in China.
Establishing the First National Service Center, Pioneering the Industry
Whether it’s products or brands, consumers are the core, and outdoor consumption is an irreversible mainstream trend, directly driving the activity of the high-end outdoor brand market. Thus, in 2012, the first nationwide Gore-Tex® Brand Service Center officially opened at Sanfo Downtown Store in Beijing. “As far as I know, no other company dares to make the kind of unlimited guarantees and commitments to consumers that Gore does, let alone a fabric brand. The establishment of the service center pioneers consumer service in the outdoor industry!” said Wang Xin, Gore Outdoor Hero and captain of the Mountain Rescue Team at the Ministry of Civil Affairs Emergency Rescue Promotion Center.
Service center staff demonstrating the water-repellent performance of Gore-Tex® fabric
The Gore-Tex® Product Service Center will provide consumers with services such as product selection and usage consultation, cleaning and maintenance advice, and basic product testing, fully implementing the commitment to “ensuring you stay dry.” If a product is damaged and needs repair, the service center will assist in contacting a repair center to resolve the issue. Consumers who have not purchased Gore-Tex® products can also visit the service center for consultation and to experience Gore’s product technology firsthand.
By establishing the service center, the Gore-Tex® brand genuinely cares for every consumer and fulfills its promises to them. It also hopes to influence the domestic outdoor industry with its high quality and professional attitude, promoting more positive and healthy development.
Supporting Dreams for Six Years, Creating a Landmark Annual Outdoor Event in China
Meanwhile, the Gore-Tex® Outdoor Dreams Come True campaign, now in its sixth consecutive year, has sparked an unprecedented outdoor craze in China. The campaign officially entered China in 2007, primarily targeting Chinese outdoor enthusiasts. Through online submissions of outstanding proposals, it selects an annual champion and provides them with top-tier Gore-Tex® outdoor gear and travel funding support.
The winning team of the Outdoor Dreams Come True campaign joyfully realizing their dreams
In 2012, the campaign achieved a historic breakthrough, receiving 7,009 proposals — more than the total number of proposals submitted in the previous five years combined. Over six years, a total of 13,705 outstanding travel proposals were collected, involving nearly 160,000 participants, and helping over 100 outdoor enthusiasts from 20 champion teams realize their outdoor dreams.
Today, the Gore-Tex® Outdoor Dreams Come True campaign has truly become a major event in China’s outdoor community and a flagship brand activity in the Chinese outdoor market.
Reflecting on the achievements of the Gore-Tex® brand in 2012, Ms. Zhang Jingwei summarized: “The Gore-Tex® brand will continue to increase efforts in developing new fabrics and set up more service centers in additional regions, so more people can learn about Gore-Tex® products and our quality commitments. For the Outdoor Dreams Come True campaign, we aim to elevate the brand, continue expanding its promotion, and strive to help realize every outdoor dream!” Ms. Zhang has already set her sights on the future.