5Month28Day, the American high-end outdoor brandDiscovery Expeditionofficially signed an agreement with Tmall to become its exclusive strategic partner. Peng Xin, President of the Outdoor Business Group at Toread and General Manager of Discovery Expedition, Liu Xiuyun, Head of Tmall Fashion, Shi Xin, Head of Tmall Outdoor Merchants, as well as Chen Binnuo, General Manager of Toread E-commerce, jointly attended the signing ceremony.Discovery ExpeditionGeneral Manager Peng Xin, Liu Xiuyun, the head of Tmall Fashion, Shi Xin, the head of Tmall Outdoor Merchants, and Chen Binya, the general manager of Toread E-commerce, jointly attended the signing ceremony.
(Photo: Peng Xin, President of the Outdoor Business Group at Toread and General Manager of Discovery Expedition, poses for a photo with Liu Xiuyun, Head of Tmall Fashion)Discovery Expedition(General Manager Peng Xin poses for a photo with Liu Xiuyun, the head of Tmall Fashion)
According to the agreement, Tmall will become its sole e-commerce cooperation platform.Discovery ExpeditionThe brand’s flagship store and distributors will fully leverage the advantages of the Tmall platform to jointly enrich the online product line, expand the brand’s overall traffic acquisition, enhance consumer choice, and achieve mutual benefits and win-win outcomes.
Discovery ExpeditionThe collaboration with Tmall did not begin today.2013Year, the high-end outdoor brand originating from the United StatesDiscovery Expeditionofficially entered China and began cooperation with Tmall;2014Year, the brand signed celebrity spokesperson Bear?Grylls and invited him to serve as the gold-medal store manager of the brand’s Tmall flagship store, visiting Tmall’s headquarters. In the same year,Discovery Expeditionachieved a year-on-year growth rate of over400%on Tmall, with such rapid business development being rare on the Alibaba platform, and its growth potential highly anticipated.Peng Xin, President of the Outdoor Business Group at Toread and General Manager of Discovery Expedition, stated thatDiscovery ExpeditionGeneral Manager Peng Xin stated,2015year,Discovery Expeditiononline sales are expected to account for60%of the brand’s revenue, of which90%will be completed on the Tmall platform.
Regarding the choice of Tmall, Peng Xin explained that first, Tmall has a highly mature e-commerce user base and, as the platform most focused on brand marketing, is ideal for joint promotion. Second, Tmall’s open data ecosystem is particularly suitable for the outdoor category, enabling targeted outreach to users interested in outdoor activities and continuous follow-up based on data insights. Third,Discovery Expeditionhas gradually explored ways to balance channel management through the Tmall platform over the past2years.
Peng Xin believes that the most important characteristic of outdoor sports is purchasing outdoor gear to participate in more outdoor activities. Through big data analysis, deeper outdoor needs can be identified, allowing future products to better meet the needs of outdoor enthusiasts. Peng Xin expressed strong confidence that this strategic partnership with Tmall will helpDiscovery Expeditionbecome the15outdoor brand in the Chinese market to achieve sales exceeding1hundred million yuan.
Liu Xiuyun, the head of Tmall's apparel division, stated,Discovery
Expeditionit is a very unique and distinctive brand among outdoor brands and expressed optimism about this exclusive strategic cooperation. Following the partnership withDiscovery
Expedition, in addition to prioritizing traffic resources, there will also be promotions on channel and search pages, and through big data, helpDiscovery
Expeditionidentify potential users among the3.5billion active users on the Taobao ecosystem.
Shi Xin, head of Tmall’s outdoor merchants division, also said, “By tapping into more resources from both sides and aligning withDiscovery Expeditiononline and offline marketing and promotional efforts, pooling more resources together, this is highly beneficial for the development of both parties.”
Through collaboration with the e-commerce platform,Discovery Expeditionwill explore its DNA more widely, maximize interaction with outdoor enthusiasts, enhance the professional experience of high-end products, thereby strengthening the connection and engagement between the brand, consumers, and the platform.
“The Chinese outdoor market has just entered an era of rapid development. We hope to lead and accompany consumers into the world of the outdoors through the conveyance ofDiscovery Expedition’s brand spirit and the creation of professional outdoor gear,” said Peng Xin. “I believe all we are doing is to better and more timely meet their needs as Chinese consumers’ demand for outdoor activities continues to grow.”
Discovery ExpeditionOriginating from the United StatesDiscoveryDiscovery Channel, it possesses authentic exploration cultural DNA and is closely connected with outdoor sports. Its product lines cover three major series: self-driving, wilderness survival, and camping, dedicated to designing and launching high-quality functional self-driving equipment for the majority of self-driving enthusiasts, meeting their professional needs.
Discovery ExpeditionIt continuously innovates in self-driving equipment and also regularly launches various activities tailored for Chinese self-driving enthusiasts.2014year, it successfully signed AmericanDiscoveryDiscovery Channel’s flagship show "Man vs. Wild" star host Bear?Grylls as the brand ambassador, and invited him to China to jointly launch the\"Extraordinary Journey, Secret Land Crossing\"self-driving expedition across China’s four major no-man’s-lands, which received an enthusiastic response. As of this year’s5month, the “Extraordinary Journey, Secret Land Crossing” event has successfully completed its first three legs, crossing extraordinary locations including Lop Nur, Hoh Xil, Qiangtang, and Tibetan areas.
Discovery
ExpeditionIt exclusively launched a new?Grylls-named product line series, which was personally conceptualized and designed by Bear, generating significant interest among outdoor self-driving enthusiasts. In the same year,DX/BGofficially partnered with China’s leading off-road media “Off-RoadDiscovery ExpeditionTribe,” becoming its strategic partner, and also strategically collaborated with the China RingTrek Rally to jointly promote the development of China’s self-driving off-road sports, enabling more self-driving enthusiasts to use professional outdoor gear.ehas gradually become a lifestyle for many Chinese self-driving enthusiasts. Its advocated new self-driving experience and innate spirit of exploration will discover the wonders of nature, delve into the depth of human history, and perceive the resilience and allure of life together with Chinese consumers, making life an irreplaceable “Extraordinary Journey.”
Discovery Expeditionhas gradually become a lifestyle for many Chinese self-driving enthusiasts. It promotes a brand-new self-driving experience and an innate spirit of exploration, which will join Chinese consumers in discovering the wonder and magnificence of nature, exploring the depth of human culture and history, and sensing the resilience and allure of life—making life an irreplaceable "extraordinary journey."