To prepare for Singles' Day, Toread, the leading domestic outdoor brand, has employed a "star marketing punch" this year, launching a discount campaign themed "Wait for the Peak to Rock Together." This innovative marketing approach by Toread is a first in cross-industry collaboration within the outdoor field. The campaign invites rock music trailblazer Wang Feng to serve as the "Star Store Manager," providing services to customers. At 12:00 AM on the 11th, Mr. Peng Xin, President of Toread, and Wang Feng jointly rang the Toread Singles' Day midnight bell. Subsequently, they gifted a grand present to the first customer of the day. Wang Feng also personally acted as customer service, answering questions from shoppers, truly engaging with consumers as a "store manager" and sharing the shopping extravaganza with them. Meanwhile, to support Beijing’s bid for the 2022 Winter Olympics, Toread also gave back to consumers through the "Support the 2022 Winter Olympics Bid – Crazy Freebies on Singles' Day" campaign, encouraging people to actively embrace the outdoors and bravely transform and SHINE.
Mr. Peng Xin, President of Toread, and Wang Feng jointly ring the Toread Singles' Day midnight bell
Years of Singles' Day Experience Integrated, Star Marketing Wins Over Consumers
This year, Wang Feng held his first O2O online concert, a marketing model that aligns perfectly with Toread's promotional vision. Leveraging successful experiences from previous Singles' Days, Toread collaborated with Wang Feng in a star marketing initiative to create a better user experience. For this major sale, Toread invited celebrity endorser Wang Feng to act as the Star Store Manager at its Tmall flagship store, allowing consumers to interact closely with the star and enjoy extra shopping surprises. Not only did Wang Feng personally ring the 2014 Toread Singles' Day midnight bell, but he also arranged for “lightning-fast shipping,” filled out the delivery form, and handed over the package to the courier for the first paying customer, including an autographed star-themed product. Last year’s myth of the “Lightning First Order” continues under the spotlight this year.
Wang Feng serves as the “Star Store Manager,” interacting face-to-face with users and gifting autographed star-themed products
Toread fully supports Beijing’s 2022 Winter Olympics bid by launching the “Crazy Freebies on Singles' Day” campaign. The Tmall flagship store has set aside 2,022 freebie spots on the day of the event to encourage everyone to get outdoors and reward Toread fans. During different time slots on Singles' Day, the Toread Tmall official store will select 2,022 lucky customers to enjoy freebie discounts of up to 1,111 RMB, motivating consumers to embrace the outdoors and bravely transform and SHINE.
Mr. Peng Xin, President of Toread, and Wang Feng jointly present freebie benefits to consumers
In addition to the Star Store Manager and freebie giveaways, Toread’s various promotional policies also went live during the “Peak” craze of Singles' Day: all consumers received coupons of varying denominations on the day, and could also enjoy value-added gifts such as a 199 RMB insulated water bottle for orders over 599 RMB, and a 499 RMB professional outdoor backpack for orders over 999 RMB. Among them, three customers even won VIP tickets to Wang Feng’s “The Storm Is Coming” Guangzhou concert.
Consumers Go Wild Shopping, Singles' Day Sales Soar Yearly
With continuously innovative strategies and increasingly professional customer service, Toread’s Singles' Day single-day sales have seen a straight upward trend over the past four years, growing rapidly: in 2010, daily sales hit 800,000 RMB; in 2011, 3.4 million RMB; in 2012, 23.6 million RMB; and in 2013, the record was shattered again with full-day sales exceeding 77.49 million RMB, solidifying its leadership in the outdoor category. This year, Toread has made full preparations in inventory, customer service, and logistics to strive for another great performance. At 1:11 AM on November 11th, the Toread Tmall flagship store hit its first sales peak, surpassing 26.95 million RMB and ranking No. 1 in the outdoor category.
Toread Official Flagship Store: http://toread.tmall.com/
Discovery Expedition Official Flagship Store: http://discoveryexpedition.tmall.com