——Fan meeting with Bear Grylls, the star host of Discovery Channel
[September 28, 2014, Beijing]The only authorized official partner of Discovery in China, Uncharted Exploration Outdoor Products Co., Ltd. (hereinafter “Uncharted Exploration”), held a grand celebration for the opening of its premium outdoor brand Discovery Expedition’s first brand flagship store in China —— the Jinyuan Yansha store. Bear Grylls, the globally renowned explorer and survival expert, and star host of Discovery Channel’s show "Man vs. Wild," who serves as the brand ambassador, personally unveiled the Discovery Expedition Jinyuan Yansha store. He then engaged closely with the attending media and more than a thousand fans, and together they launched a self-driving route through China’s four major uninhabited areas.
Additionally, Yang Jianhui, Chairman of Uncharted Exploration Outdoor Products Co., Ltd., Sheng Faqiang, Chairman of Beijing Toread Outdoor Products Co., Ltd. (the joint venture partner), Peng Xin, CEO of Beijing Toread Outdoor Products Co., Ltd., Nicolas Bonard, Senior Vice President of Discovery International Brand Licensing (Discovery Consumer Products), Bartlett Li, Chairman of Discovery Productions Group and Executive Vice President for Global Production Management, Business, and Legal Affairs, along with numerous “super fans” of Bear Grylls from various fields, joined many Chinese “Bear Fans” in witnessing this proud and historic moment.
Embark on the extraordinary: Grand opening of Discovery Expedition’s China flagship store
At 6 PM on the 28th, Bear Grylls, the brand ambassador for Discovery Expedition in China, appeared at the Discovery Expedition flagship store on the third floor of Jinyuan New Yansha Mall wearing products from the DX/BG Man vs. Wild outdoor product line. Subsequently, Bear Grylls and Sheng Faqiang, Chairman of Toread, the joint venture partner, jointly unveiled the Discovery Expedition flagship store. The store showcases the brand’s full product range, offering Chinese consumers an immersive experience with the authentic exploration spirit of Discovery Expedition outdoor gear.
Discovery Expedition is a lifestyle that advocates a new self-driving experience — discovering the wonders of nature, exploring the depth of human history, sensing the resilience and allure of life, awakening the innate spirit of exploration, mastering a grand life journey, and making life an extraordinary, one-of-a-kind trip.
As the only authorized official partner of Discovery in China, Uncharted Exploration, a leader in China’s outdoor sports industry, leverages its professional strengths in product design and distribution channels to actively expand the development of the Discovery Expedition brand in China. Since the second half of 2013, Discovery Expedition has successively opened stores in first-tier cities nationwide such as Beijing and Shanghai. By September 2014, the brand had grown to 29 stores across 22 major cities, with plans to expand to around 60 stores by the end of 2014. Meanwhile, Discovery Expedition is also actively developing its e-commerce channels, with its official Tmall flagship store offering the brand’s main product lines and a vast selection for consumers to choose from.
With “Bear” coming, “Bear Fans” have extraordinary expectations
Starting at 3 PM on the 28th, foot traffic at Jinyuan Yansha Shopping Mall saw a dramatic surge compared to usual Sunday periods, with numerous “Bear Fans” arriving after hearing the news through various channels. By 5 PM, one hour before the event began, nearly a thousand “Bear Fans” from across the country had gathered at the “Bear Fan Meeting” venue on the mall’s second floor.
As a globally renowned explorer and survival expert, Bear Grylls has garnered a massive fan base in China due to his Discovery Channel series "Man vs. Wild." He has long been passionate about adventure, challenging extreme environments around the world, mastering some of the most exceptional survival skills on Earth, and enduring the world’s most treacherous wilderness conditions. His spirit of pushing limits and extraordinary exploration aligns perfectly with the brand philosophy of Discovery Expedition.
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At 6:30 PM, shortly after the conclusion of the Discovery Expedition flagship store unveiling ceremony, Bear Grylls appeared with a cheerful “Hello everyone!” in Chinese, triggering an eruption of cheers. Subsequently, three super fans from Extreme Outdoors presented him with specially prepared gifts to express their admiration for their idol, and shared their own “extraordinary” outdoor experiences with the audience. Bear Grylls reciprocated by giving them products from the new DX/BG Man vs. Wild outdoor product line named after himself. During the subsequent fan interaction session, Bear Grylls answered questions most important to Chinese fans and engaged in further exchanges with the audience.
An extraordinary journey: Launch of the secret lands crossing route
Since entering China, Discovery Expedition has aimed to embark on an extraordinary self-driving journey with Chinese consumers to explore “the magic of nature, the mystery of culture, and the resilience of life.” It has designed and introduced high-quality functional self-driving equipment to meet the professional needs of self-driving enthusiasts. In the presence of numerous guests, media reporters, and over a thousand “Bear Fans,” Bear Grylls and the brand jointly launched the “Extraordinary Journey: Crossing Secret Lands” —— a self-driving route through China’s four major uninhabited areas.
The mysterious culture of Lop Nur puzzles, inspires, and sparks debate; the magical scenery of the Altun Mountains dazzles the senses; Hoh Xil, this sacred land, is as pure and perfect as a maiden, seemingly cleansing the soul in an instant; the beauty of the Qiangtang uninhabited area is wild and breathtaking, a gift from the Qinghai-Tibet Plateau to humanity. At the event, Bear Grylls and Discovery Expedition extended an invitation to all those passionate about self-driving and challenging the extraordinary: in 2015, join Bear Grylls to discover the wonders of nature, enjoy the thrill of exploration, and perceive the essence of life — embarking together on an extraordinary journey.
This event marks the beginning of a series of activities by Bear Grylls as the brand ambassador for Discovery Expedition in China. Moving forward, Bear will also film the latest advertisement for Discovery Expedition, visit the headquarters of Tmall in Hangzhou, serve as a star store manager for the Discovery Expedition Tmall flagship store, interact with fans, and share his passion and philosophy for the outdoor lifestyle with consumers.
Truly unique, with genuine Discovery DNA
The Discovery Expedition brand originates from 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 tied to the outdoor lifestyle. As the only outdoor brand under Discovery, Discovery Expedition aims to continue the spirit of exploration from Discovery Channel, providing high-end outdoor apparel, footwear, accessories, and other functional products for those who pursue high-quality lifestyles such as self-driving, exploration, and camping.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 love self-driving. The products use cotton-feel functional fabrics that are waterproof, rainproof, windproof, and breathable, combining functionality with comfort. High-end quality and technology are perfectly integrated. Abrasion-resistant materials are used at the knees and elbows, elastic fabrics at the armpits, and multiple three-dimensional pockets meet the storage needs of self-driving. The highly practical overall design, combined with three-dimensional tailoring, utilizes Discovery’s proprietary D-TECH technology platform and advanced industry technologies to provide a complete set of self-driving equipment, launching consumers on an extraordinary journey to explore the wonders of nature, the mystery of culture, and the resilience of life.
The Wilderness Survival series is designed for professional outdoor enthusiasts with a spirit of adventure and a pursuit of high-end functional quality. The products use high-end tech-functional fabrics, covering all categories of Discovery’s proprietary D-TECH technology platform, and skillfully apply ergonomic design principles to offer ultimate functional protection for high-end outdoor athletes. In terms of appearance, the Wilderness Survival series combines professional segmentation styling with rational cuts, complemented by classic logo patterns, earth-toned elements, and fashionable color-blocking.
The Camping series provides a full range of camping equipment for campers who pursue a tasteful, high-quality lifestyle. The product line includes tents, sleeping bags, mats, folding chairs, mobile kitchens, fishing gear, barbecue tools, and more, bringing consumers closer to nature and allowing them to enjoy the camping life.
For more information about Discovery Expedition, please visit the official website: http://www.toread.com.cn/discovery/ and the Discovery Expedition Tmall flagship store: http://discoveryexpedition.tmall.com/
Or follow us on Weibo to join the interaction: http://weibo.com/DISCOVERYEXPEDITION
About Uncharted Exploration
Uncharted Exploration 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, carries the pure gene of exploration culture, and is closely linked to outdoor sports. Its product lines cover three major series: self-driving, wilderness survival, and camping. It is dedicated to designing and launching high-quality functional self-driving equipment for self-driving enthusiasts, meeting their professional needs, and joining Chinese consumers on an extraordinary self-driving journey to explore “the magic of nature, the mystery of culture, and the resilience of life.”
About Discovery Channel
Discovery Channel is the flagship television channel of Discovery Communications, dedicated to producing the highest-quality non-fiction programming globally and 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, with programs broadcast in 45 languages. Discovery Channel offers audiences a series of captivating, high-quality non-fiction entertainment programs, including classic wildlife documentaries, science and technology, ancient and modern history, exploration, cultural, and current affairs documentaries. For more information, please visit www.discoverychannelasia.com.