[September 30, 2014, Hangzhou] Representatives of the international premium outdoor brand Discovery Expedition, including Discovery Channel star host Bear Grylls and Mr. Peng Xin, CEO of Beijing Toread Outdoor Products Co., Ltd., a joint venture partner of Feifan Tansuo, visited the Hangzhou headquarters of Tmall, Asia’s largest comprehensive online shopping platform.During the visit, Bear Grylls experienced being a celebrity store manager for the Discovery Expedition Tmall flagship store for the first time. Via Taobao Wangwang, he interacted with fans via video, shared his outdoor lifestyle philosophy, and served fans online as a celebrity store manager, recommending Discovery Expedition’s exclusive new DX/BG wilderness survival outdoor product series named after Bear Grylls.
(Bear arrives at Tmall headquarters in Hangzhou, Taobao City)
At 10:00 a.m., Bear Grylls and his team arrived at Tmall headquarters—Taobao City in Yuhang District, Hangzhou. Subsequently, Bear began his experience as a celebrity store manager. This was the first time Bear Grylls had served as an on-duty store manager, providing online services to fans and consumers. With the help of staff, he earnestly began his “work”: “Hello, I’m Bear Grylls…”, greeting fans who had been waiting online.
(Under staff guidance, Bear interacts with fans online)
Later, as the gold-medal store manager of the Discovery Expedition Tmall flagship store, Bear interacted with online fans via Taobao Wangwang, helping them choose from various Discovery Expedition apparel series for road trips and more. He especially recommended the brand-new DX/BG wilderness survival outdoor product line named after himself, “Bear Grylls.” In addition, Bear Grylls answered other questions fans asked online. Under staff demonstration, Bear personally experienced the DX/BG product purchasing process via Tmall Box.
(Experiencing the product purchasing process via Tmall Box)
During the event, Li Shujun, Senior Director of Tmall’s Apparel Group, was present on-site and extended a warm welcome to Bear, Mr. Peng Xin, and their team. Ms. Li expressed her fondness for Bear, introduced Tmall Outdoor, which is growing rapidly, and spoke highly of Discovery Expedition’s products. Later, accompanied by Ms. Li, Bear and his team toured the new Taobao campus.
(Bear takes a photo with Li Shujun, Senior Director of Tmall’s Apparel Group)
The visit to Tmall headquarters in Hangzhou was the final stop of Bear Grylls’ activities as the brand ambassador for Discovery Expedition. This marked the near conclusion of Bear Grylls’ China tour. Next, he will head to Shanghai and depart from there. As the China ambassador for Discovery Expedition, Bear Grylls supported and participated in a series of promotional activities for the brand, sharing his philosophy and passion for the outdoor lifestyle with Chinese consumers. He hopes to inspire more outdoor enthusiasts to wear professional, comfortable, and stylish gear to discover the wonders of nature, enjoy the thrill of exploration, and understand the true essence of life.
(Bear tours Taobao City accompanied by Tmall leaders)
Unique, with authentic Discovery DNA
The Discovery Expedition brand originates from the Discovery Channel and carries the pure gene of exploration culture and a brand spirit that loves adventure, explores the world, and seeks the future, closely connected to the outdoor lifestyle. As the only outdoor brand under Discovery, Discovery Expedition aims to continue the spirit of exploration from the Discovery Channel, providing high-end outdoor apparel, footwear, accessories, and functional gear for those who love self-driving, adventure, camping, and other high-quality lifestyles. Therefore, its product lines cover three major series: wilderness survival, self-driving, and camping.
The self-driving series is the brand’s flagship line, tailored for business travelers who pursue a free lifestyle and love self-driving. The products use cotton-feel functional fabrics that are waterproof, rainproof, windproof, and breathable, combining functionality and comfort with a perfect blend of high-end quality and technology. Abrasion-resistant materials are used on knees and elbows, while elastic fabric is added under the armpits. Multiple three-dimensional pockets meet storage needs for road trips. The highly practical overall design, combined with three-dimensional tailoring, integrates Discovery’s proprietary D-TECH technology platform and industry-leading innovations to provide a full set of self-driving equipment, initiating an extraordinary journey to explore the wonders of nature, enigmatic cultures, and resilient life forces.
The wilderness survival series is designed for professional outdoor enthusiasts who are adventurous and seek high-end functional quality. These products use high-end tech-functional fabrics, covering all categories with Discovery’s proprietary D-TECH technology platform. They cleverly apply ergonomic design principles to offer ultimate functional protection for high-end outdoor athletes. In terms of appearance, the wilderness survival series combines professional cut styling with rational silhouettes, skillfully selecting classic logo patterns, earthy background textures, and fashionable color-block stitching.
The camping series provides a complete set of camping equipment for campers who pursue a tasteful and high-quality lifestyle. The product line includes tents, sleeping bags, mats, folding chairs, mobile kitchens, fishing gear, barbecuing tools, and more, allowing consumers to get closer to nature and enjoy the camping lifestyle.
For more information about Discovery Expedition, please visit the official Discovery Expedition website: http://www.toread.com.cn/discovery/
and the Discovery Expedition Tmall flagship store: http://discoveryexpedition.tmall.com/ or follow us on the official Weibo for interaction: http://weibo.com/DISCOVERYEXPEDITION
About Feifan Tansuo
Feifan Tansuo Outdoor Products Co., Ltd. was established on March 14, 2013.It is a joint venture between Beijing Toread Outdoor Products Co., Ltd. and Jiangsu Jiamao Commercial Co., Ltd., engaged in the operation of the international outdoor brand Discovery Expedition in Greater China.
Discovery Expedition originates from the U.S. Discovery Channel, carrying the pure gene of exploration culture and closely linked to outdoor sports. Its product lines include three major series: self-driving, wilderness survival, and camping, dedicated to designing and launching high-quality functional self-driving gear for self-driving enthusiasts, meeting their professional needs, and starting an “extraordinary journey” of exploring “the wonders of nature, enigmatic cultures, and resilient life forces” with Chinese consumers.
About Discovery Channel
Discovery Channel is the flagship television channel of Discovery Communications, committed to producing the highest-quality non-fiction programming globally. It is one of the most dynamic TV channels in the world today. Launched in 1985, Discovery Channel now has over 196 million subscribers in the Asia-Pacific region. As the most widely distributed TV brand globally, it reaches over 441 million subscribers in more than 220 countries, with programs broadcast in 45 languages. Discovery Channel offers audiences a range of captivating high-quality non-fiction entertainment programs, including classic wildlife documentaries, science and technology, ancient and modern history, expeditions, cultural, and current affairs documentaries. For more information, please visit www.discoverychannelasia.com.