The Pathfinder & Plant Doctor Charity SHINE Run Kicks Off in Bailuwan, Chengdu

On April 23, 2017, the "Dare to Love, Fear No Sun SHINE" charity run, jointly initiated by Pathfinder & Plant Doctor, kicked off at Bailuwan Wetland Park in Chengdu. Participants from Plant Doctor members, Chengdu running groups, media running clubs, and the general public successfully completed the full 5-kilometer SHINE run.

(Bailuwan Wetland Park, Chengdu. Charity SHINE Run event site)

This charity run was launched against the backdrop of a cross-industry collaboration between Pathfinder & Plant Doctor through their skin jackets and sun protection skincare products, targeting outdoor sports enthusiasts. The organizers encouraged participants to bravely step out and embrace the sunshine, thus embodying the theme of the event — "Dare to Love, Fear No Sun SHINE." This cross-industry marketing campaign allowed both the outdoor brand Pathfinder and the skincare brand Plant Doctor SHINE to shine in their own unique ways.

(Bailuwan Wetland Park, Chengdu. Charity SHINE Run event site)

A successful brand must start with the needs of consumers themselves, based on the integration of the supply chain and the presentation of content. Today’s consumers seek not just brands but quality. It is precisely for this reason that the product features, value, and marketing stories presented by Pathfinder & Plant Doctor in their joint marketing campaign strongly resonated with consumers.

Since the launch of the "Dare to Love, Fear No Sun SHINE" joint marketing campaign on April 1 by Pathfinder & Plant Doctor, the Pathfinder JD flagship store and Plant Doctor retail outlets have offered customers significant in-store benefits. Until April 30, customers purchasing any product in-store could participate in a lucky draw for prizes including an in-depth tour of Yunnan, a Plant Doctor skincare gift pack, a Pathfinder ultra-light backpack, Plant Doctor face masks, and JD.com store vouchers for Pathfinder. This strategy not only boosted foot traffic to the stores but also facilitated online traffic flow, providing both online and offline benefits to in-store customers.

At the same time, on the Pathfinder & Plant Doctor social media platforms and the JD.com co-branded page, customers were offered a combination of outdoor gear and skincare products, along with a fun "Dare to Love, Fear No Sun SHINE" H5 game. Users could participate without registration, purchases, or shipping fees — simply by scanning a QR code to use virtual running mileage to win prizes such as a chance to enter the in-depth Yunnan tour lottery or qualify for the offline run. During the campaign, over 30,000 users participated in this activity.

On the Weibo trending topics list, the hashtag #DareToLoveFearNoSunSHINE reached over 2.8 million views, with more than 80,000 netizens joining the discussion, including comments from influential outdoor sports personalities. Meanwhile, the "Dare to Love, Fear No Sun SHINE" citywide (Chengdu) event launched on the GuRun app also received high praise from runners.

In fact, whether it's selling products, creating content, or building a brand, as the so-called "boundaries" become increasingly blurred, what brands need to do is stay close to consumers. Against the backdrop of consumption upgrades and supply-side reforms, brand cross-industry collaboration is a great opportunity to deeply engage with consumers. Understanding consumer needs and bridging the connection between online and offline is the core reason behind the success of the "Dare to Love, Fear No Sun SHINE" joint marketing campaign.