China’s first outdoor lifestyle experience store, centered around “user experience,” officially opened on the 12th of this month at the original location of the Toread Madian flagship store. At the ceremony, Mr. Sheng Faqiang, founder of Toread, chairman of the group, and CEO, announced that the Toread outdoor lifestyle experience store was now open to the public. With this, Toread’s first outdoor lifestyle experience store has officially been established in Beijing. Mr. Wang Yongfeng, Vice Chairman of the China Mountaineering Association, renowned mountaineer, and former captain of the Chinese Mountaineering Team, was present at the event and was the first to autograph a commemorative edition of the TIEF PRO fabric waterproof jacket developed independently by Toread. This jacket will be preserved in the lifestyle store as a memento of the inauguration. Senior Vice President of Toread Group and President of the Outdoor Business Group Peng Xin, Senior Vice President of Toread Group Jiang Zhongfu, Senior Vice President of Toread Group and President of the Travel Business Group Zhen Hao, General Manager Song Lai of Qingdao Xinxunda Business Co., Ltd., and General Manager Mao Xuefen of Kunming Meisong Trading Co., Ltd., jointly cut the ribbon for Toread’s first lifestyle experience store. The Toread Outdoor Lifestyle Store integrates the three key aspects of outdoor activities, travel, and sports for the first time. In the store, users can not only receive the most professional equipment advice but also enjoy one-stop convenience services ranging from equipment purchase to travel planning. It can be said that this is not only a bold attempt by the brand to explore the community ecosystem in the internet era, but also an innovative move in the retail business model. The well-organized layout showcases Toread’s current three core product lines. Outdoor gear from Toread, Discovery Expedition, and Acanu—three major brands—covers the three major activity areas of outdoor, travel, and sports. The product range is more segmented and the coverage broader, representing a fundamental shift from traditional outdoor brand stores that solely sold outdoor equipment. The one-stop in-store selection of travel gear meets various sporting needs. On the large interactive display screen inside the store, customers can also check the online-exclusive products of Toread’s brand platforms at any time and place orders online themselves. If comprehensive product offerings form the foundation of the Toread Outdoor Lifestyle Experience Store, then the immersive experience is what brings the nearly 400-square-meter space to life. Transparent cross-sectional backpack displays reveal optimal gear combinations and packing methods. While learning basic outdoor knowledge, customers can also adjust their gear configurations according to their own needs, select based on trip duration and difficulty level, and receive professional guidance from staff. And if everything is ready but you still have some doubts about your destination, Toread’s exclusive travel planners can provide experiential travel products and services based on global destinations. Through an innovative model of coordinated online and offline interaction, the Toread Lifestyle Experience Store deeply integrates the three major segments of outdoor adventure, leisure travel, and sports competition, delivering a full O2O experience.
