[September 28, 2014, Beijing] A branch of Discovery Communications — Discovery Consumer Products — and China’s outdoor gear leader, FYZ (hereinafter referred to as “FYZ”), today announced the official release of a new product line for the international outdoor lifestyle brand Discovery Expedition. At the same time, Discovery Consumer Products and FYZ also announced that renowned global adventurer and survival expert, Bear Grylls, the star of Discovery Channel’s hit show Man vs. Wild, has been appointed as the first China brand ambassador for Discovery Expedition. During the launch event, Bear Grylls shared his personal outdoor philosophy with numerous media representatives and guests in attendance. The event was graced by the presence of Lee Bartlett, Chairman of Discovery Productions Group; Nicolas Bonard, Senior Vice President of Discovery Consumer Products; Yang Jianhui, Chairman of FYZ; Sheng Faqiang, Chairman, and Peng Xin, President, of Beijing Toread Outdoor Products Co., Ltd., FYZ’s joint venture partner. Together, they witnessed this landmark milestone for the brand.
A powerhouse collaboration with leading outdoor brand FYZ
As Discovery’s only officially authorized partner in China, FYZ — a leader in China’s outdoor industry — leverages its expertise in product design and distribution channels to actively expand the presence of Discovery Expedition in the country. Since the second half of 2013, Discovery Expedition has opened stores in major first-tier cities such as Beijing and Shanghai. By 2014, the brand had grown to 29 stores across 22 key cities nationwide. Meanwhile, Discovery Expedition is also aggressively developing its e-commerce presence. Its official Tmall flagship store offers a comprehensive selection from the brand’s main product lines, giving consumers a wide range of choices. In 2014, Discovery Expedition plans to open 60 stores. Its offline flagship store in Jinyuan grandly opened in early September and achieved over ten thousand yuan in single-day sales. The flagship store features a full range of self-driving, camping, and exploration gear, ushering in an era of high-end, stylish outdoor adventures for enthusiasts.
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“Discovery Expedition is the only outdoor lifestyle brand that carries the authentic DNA of the Discovery Channel. Focusing on high-performance gear, it continues the brand’s legacy by delivering premium-quality products to consumers,” said Nicolas Bonard, Senior Vice President of Discovery Consumer Products. “We are thrilled to bring the DX/BG Survival Series, a product line named after Bear, to China. The Chinese market’s passion for adventure is undeniable. We are confident that through our close collaboration with an outstanding partner like FYZ, and leveraging their expertise in product development and retail distribution, Discovery Expedition will achieve great success in the Chinese market.”
Yang Jianhui, Chairman of FYZ, commented: “This is an extraordinary partnership. We will fully leverage the global influence of the Discovery Expedition brand to explore and extend its core values and the high-quality attributes it represents. By combining the strengths of all partners involved in their respective fields, we aim to design and launch high-quality, functional outdoor travel gear for Chinese consumers.”
Sheng Faqiang, Chairman of Beijing Toread Outdoor Products Co., Ltd., FYZ’s joint venture partner, said: “As the quality of life for Chinese people continues to improve, consumers are placing greater emphasis on the fashion appeal, brand essence, and international attributes of outdoor products. The brand positioning of Discovery Expedition perfectly aligns with these consumer aspirations. Through this partnership, we will utilize our resources and advantages in retail channels to seize market opportunities and drive the rapid growth of Discovery Expedition in China.”
An exceptional choice: Bear Grylls becomes brand ambassador
As the charismatic host of Discovery Channel’s iconic show Man vs. Wild and a globally renowned adventurer and survival expert, Bear Grylls has always been passionate about exploration, traveling the world in pursuit of his dreams. Mastering some of the most exceptional survival skills on Earth and having faced the planet’s most treacherous wilderness, his fearless spirit and drive to push limits resonate perfectly with the brand philosophy of Discovery Expedition.
By personally coming to Beijing to serve as the China brand ambassador for Discovery Expedition, Bear Grylls will support and participate in the brand’s promotional activities in China, sharing his passion and philosophy for the outdoor lifestyle with consumers. Additionally, Discovery Expedition will exclusively launch the new DX/BG Survival Series product line named after Bear Grylls, which went live on the same day at the brand’s Tmall flagship store, available for immediate purchase.
At the press conference, Bear Grylls, dressed in apparel from the DX/BG Survival Series, uniquely placed an order for the first item from the series directly on the Discovery Expedition Tmall flagship store. After signing it, he gifted the item to a lucky audience member. He then joined FYZ in unveiling self-driving routes through China’s four major uninhabited regions. Moreover, Bear will also shoot a new advertising campaign for Discovery Expedition, attend the opening ceremony and fan meet-and-greet at the Beijing Discovery Expedition flagship store, and visit the headquarters of Tmall in Hangzhou to serve as the flagship store’s celebrity store manager, interacting with fans.
Returning to China after five years, Bear (Bear Grylls) expressed excitement: “I’m thrilled to be back in China, a country I have a special connection with. Five years ago, while filming Man vs. Wild: China Special Edition in Hainan, I was deeply impressed by the locals’ simplicity and the region’s mysterious cultural charm. It’s a great honor to return to China as the brand ambassador for Discovery Expedition and to be involved in the design of the DX/BG Survival Series. Drawing on my years of personal field experience and survival expertise, we’ve created a range of high-quality, functional gear tailored for outdoor enthusiasts. I hope more Chinese consumers will step outdoors to discover nature’s wonders and embrace the thrill of exploration. The DX/BG Survival Series guarantees you the most professional and stylish outdoor wear.”
One of a kind: Pure Discovery DNA
The Discovery Expedition brand originates from the Discovery Channel, carrying the pure essence of exploration culture and a brand spirit centered around adventure, discovery of the world, and the pursuit of knowledge. Closely tied to the outdoor lifestyle, as the only outdoor brand under Discovery, Discovery Expedition aims to continue the spirit of exploration championed by the Discovery Channel. It provides high-end outdoor apparel, footwear, accessories, and functional gear for those who love self-driving, exploration, and camping. Thus, 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 seek freedom and enjoy driving. The collection uses cotton-feel functional fabrics that are waterproof, windproof, breathable, and comfortable, blending premium quality with cutting-edge technology. Abrasion-resistant materials are used on the knees and elbows, while elastic fabrics enhance flexibility under the arms. Multiple three-dimensional pockets meet the storage needs of road trips. The highly practical overall design, combined with ergonomic tailoring, leverages Discovery’s proprietary D-TECH technology platform and industry-leading innovations to provide a complete set of self-driving gear, enabling explorers to embark on extraordinary journeys to uncover the mysteries of nature, human culture, and resilience.
The Wilderness Survival series is crafted for professional outdoor enthusiasts who value adventure and demand top-tier functionality. Utilizing high-tech functional fabrics, the entire range incorporates Discovery’s D-TECH technology platform. With thoughtful ergonomic design, it delivers ultimate functional protection for serious outdoor adventurers. Aesthetically, the series combines professional silhouettes and well-proportioned fits with classic logo patterns, earth-tone textures, and stylish color-blocking.
The Camping series offers a complete set of camping equipment for those who pursue a refined, high-quality outdoor lifestyle. The product line includes tents, sleeping bags, mats, folding chairs, mobile kitchens, fishing gear, and barbecues, bringing consumers closer to nature and enhancing enjoyment of camping life.
To learn more about Discovery Expedition, please visit
Discovery Expedition official website: http://www.toread.com.cn/discovery/
Discovery Expedition Tmall flagship store: http://discoveryexpedition.tmall.com/
Discovery Expedition official Weibo: http://weibo.com/DISCOVERYEXPEDITION
About Discovery Consumer Products
Discovery Consumer Products has established strong alliances with some of the world’s most reputable manufacturers and retailers to create compelling products and experiences for all Discovery Communications brands. From a range of fan merchandise and DVDs distributed via direct platforms to strategic third-party marketing partnerships, Discovery Consumer Products promotes the world’s number one pay-TV brand to consumers around the globe.
About FYZ
Founded on March 14, 2013, FYZ is a joint venture between Beijing Toread Outdoor Products Co., Ltd. and Jiangsu Jiamao Commercial Co., Ltd., dedicated to operating the international outdoor brand Discovery Expedition in Greater China.
Discovery Expedition originates from the U.S. Discovery Channel, embodying the pure spirit of exploration and a strong connection to outdoor activities. Its product lines cover self-driving, wilderness survival, and camping, aiming to design and offer high-quality functional gear for driving enthusiasts, meeting their professional needs, and embarking on an extraordinary “exploration journey” with Chinese consumers to discover “the wonders of nature, the mystery of human culture, and the resilience of life.”
About Discovery Channel
Discovery Channel is the flagship television channel of Discovery Communications Inc., dedicated to producing the highest-quality non-fiction programming for a global audience. It is one of the most dynamic TV channels in the world. 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 and territories, with content available in 45 languages. Discovery Channel offers viewers a wide range of captivating, high-quality non-fiction entertainment, including classic wildlife documentaries, science and technology, ancient and modern history, exploration, cultural, and current affairs programs. For more information, please visit www.discoverychannelasia.com.