——Fan Meeting with Bear Grylls, Star of Discovery Channel
[September 28, 2014, Beijing] The grand opening ceremony of the first brand flagship store of Discovery Expedition, the high-end outdoor brand of Unique Adventure Outdoor Products Co., Ltd. (China’s only authorized official partner of Discovery), was held at the Jinyuan Yansha Store. Mr. Bear Grylls, the star host of the Discovery Channel program “Man vs. Wild” and a globally renowned explorer and survival expert, attended the event as the brand ambassador. He personally unveiled the Jinyuan Yansha Store for Discovery Expedition, then interacted closely with the media and over a thousand fans, and jointly announced the launch of four self-driving routes through China’s uninhabited areas.
In addition, Mr. Yang Jianhui, Chairman of Unique Adventure Outdoor Products Co., Ltd., Mr. Sheng Faqiang, Chairman of Beijing Toread Outdoor Products Co., Ltd. (the joint venture partner of Unique Adventure), Mr. Peng Xin, CEO of Beijing Toread Outdoor Products Co., Ltd., Mr. Nicolas Bonard, Global Senior Vice President of Discovery International Brand Licensing (Discovery Consumer Products), Mr. Bartlett Lee Bartlett, Chairman of the Discovery Production Group and Executive Vice President for Global Production Management, Business and Legal Affairs, as well as many of Bear Grylls’ “super fans” from various fields, joined numerous Chinese “Bear Fans” in witnessing this proud and historic moment.
Unveiling the Extraordinary: Grand Opening of Discovery Expedition’s China Flagship Store
At 6 PM on the 28th, Bear Grylls, the China brand ambassador for Discovery Expedition, appeared in the DX/BG Wilderness Survival outdoor product line at the third floor of the Jinyuan New Yansha Mall, inside the Discovery Expedition China flagship store. Subsequently, Bear Grylls and Mr. Sheng Faqiang, Chairman of Toread (the joint venture partner), jointly unveiled the Discovery Expedition flagship store. The store offers the brand’s full range of products, allowing Chinese consumers to fully experience the charm of Discovery Expedition’s outdoor gear, which carries an authentic spirit of exploration.
Discovery Expedition is a lifestyle that advocates a new self-driving experience—discovering the wonders of nature, exploring the depth of human culture, sensing the resilience and allure of life, awakening the innate spirit of exploration, mastering a grand life journey, and making life an extraordinary trip that cannot be replicated.
As the only authorized official partner of Discovery in China, China’s leading outdoor sports company Unique Adventure 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, the Discovery Expedition brand 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” Here, “Bear Fans” Have Extraordinary Expectations
Starting at 3 PM on the 28th, foot traffic at Jinyuan Yansha Shopping Center saw a huge surge compared to usual Sunday periods, with many “Bear Fans” who had heard the news from various channels arriving one after another. By 5 PM, an hour before the event began, nearly a thousand “Bear Fans” from all over the country had gathered at the “Bear Fan Meeting” venue on the second floor of the mall.
As a globally renowned explorer and survival expert, Bear Grylls has captured a massive fan base in China through his Discovery Channel series “Man vs. Wild.” Known for his passion for adventure and challenging extreme environments around the world, Bear Grylls possesses some of the most exceptional survival skills on Earth, having endured some of the planet’s most rugged wildernesses. 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 unveiling ceremony of the Discovery Expedition flagship store, Bear Grylls appeared with a cheery “Hello everyone!” in Chinese, triggering an eruption of excitement. Then, three super fans from the extreme outdoor community presented him with special gifts they had prepared in advance to express their respect for their idol, and shared their own “extraordinary” outdoor experiences with the audience. In return, Bear gave them gifts featuring the newly launched DX/BG Wilderness Survival outdoor product line named after himself. During the subsequent interactive session with fans, Bear Grylls answered questions most important to his Chinese fans and engaged in further exchanges with the crowd.
An Extraordinary Journey: Launch of the Mysterious Land Self-Driving Routes
Since entering China, Discovery Expedition has aimed to start an “Extraordinary Journey” with Chinese consumers to explore “the wonders of nature, the mystery of human culture, and the resilience of life,” designing and launching high-quality functional self-driving gear for outdoor enthusiasts, meeting their professional needs. In the presence of numerous guests, media reporters, and over a thousand “Bear Fans,” Bear Grylls and the brand jointly launched the “Extraordinary Journey: Through the Mysterious Land”—a self-driving route through China’s four major uninhabited areas.
The mystique of Lop Nur’s culture puzzles, inspires thought, and sparks debate; the magical scenery of the Altun Mountains is dazzling; Hoh Xil, this sacred land, is as pure and perfect as a young maiden, seemingly cleansing the soul in an instant; the beauty of the Qiangtang uninhabited area is wild and breathtakingly stunning, the finest gift the Qinghai-Tibet Plateau offers to humanity. On-site, Bear Grylls and Discovery Expedition invited friends who love self-driving and the challenge of the extraordinary to join them in 2015—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 Bear Grylls’ series of promotional activities for Discovery Expedition in China. Moving forward, Bear will also shoot the latest advertising campaign for Discovery Expedition, visit the headquarters of Tmall in Hangzhou, serve as the celebrity store manager for the Discovery Expedition Tmall flagship store, interact with fans, and share his passion and philosophy for the outdoor lifestyle with consumers.
One of a Kind: Pure Discovery DNA
The Discovery Expedition brand originates from the Discovery Channel, carrying a pure gene of exploration culture and a brand spirit that loves adventure, explores the world, and seeks knowledge of 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 the Discovery Channel, providing high-end outdoor apparel, footwear, accessories, and other functional gear for those who love self-driving, exploration, camping, and other premium 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 life and love self-driving. This product line uses cotton-feel functional fabrics that are waterproof, rainproof, windproof, and breathable, combining functionality with comfort, and merging high-end quality with cutting-edge technology. Abrasion-resistant materials are used at the knees and elbows, elastic fabrics at the underarms, 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 industry-leading innovations to offer a complete set of self-driving gear, launching consumers on an extraordinary journey to explore the wonders of nature, the mystery of human 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. This product line uses high-end tech-functional fabrics, covering all categories with Discovery’s proprietary D-TECH technology platform, and skillfully applies ergonomic design principles to provide ultimate functional protection for high-end outdoor athletes. In terms of appearance, the Wilderness Survival series combines professional segmented 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 gear for campers who seek a tasteful, high-quality lifestyle. This product line includes tents, sleeping bags, mats, folding chairs, mobile kitchens, fishing gear, barbecuing equipment, 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 Discovery Expedition website: http://www.toread.com.cn/discovery/ and the Discovery Expedition Tmall flagship store: http://discoveryexpedition.tmall.com/
or log onto the official Weibo page to join the interaction: http://weibo.com/DISCOVERYEXPEDITION
About Unique Adventure
Unique Adventure 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 a pure exploration culture gene, and is closely linked to 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 gear for outdoor enthusiasts, meeting their professional needs, and starting an “Extraordinary Journey” with Chinese consumers to explore “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., committed 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, Discovery Channel 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.