The nationwide 2014 "Double 11" shopping carnival officially came to a close. As of 11:59 PM on November 11, Explorer’s total e-commerce sales reached 122.6 million yuan, with nearly 250,000 buyers, showing astonishing month-on-month growth that far exceeded other outdoor brands, firmly ranking first in the outdoor category leaderboard.
Explorer breaks records with 122.6 million yuan, taking the top spot in the outdoor field
According to official Taobao data, as of 11:59 PM on November 11, Explorer’s total e-commerce sales amounted to 122.6 million yuan, with nearly 250,000 buyers, showing astonishing growth that far surpassed other outdoor brands, staying firmly at the top of the outdoor category.
To reward consumers, this year Explorer launched major benefits to take on Double 11. For the first time, Explorer invited its spokesperson Wang Feng to serve as the star store manager of its Tmall flagship store, personally participating in activities such as answering customer questions and delivering packages, offering an extraordinary shopping experience. Its trial of celebrity marketing strategy proved highly effective. In addition, offers such as free orders, premium gifts, and cash discounts were all hugely attractive to consumers. To fully support Beijing’s bid for the 2022 Winter Olympics, Explorer held the “Support the 2022 Winter Olympics Bid – Crazy Free Orders on Double 11” campaign, selecting 2022 lucky customers to receive free orders, igniting shopping enthusiasm and encouraging everyone to embrace the outdoors and bravely shine.
Peng Xin, President of Explorer, stated that this year the company underwent an internet strategy transformation, with e-commerce revenue accounting for nearly 30% of total income, growing 1.6 times compared to last year. In the coming years, the company hopes to achieve a 50% overall share, realizing full coverage across online and offline channels. This year, Explorer announced its internet strategy transformation and will strengthen the “products + services” ecosystem both online and offline in the future. Together with Lvyeh, Explorer aims to provide better services for consumers’ outdoor trips, achieve full omni-channel coverage, encourage participation in outdoor activities, and share the joy of outdoor experiences.
E-commerce, products, and services: three pillars forging a sales myth
As a newcomer to the e-commerce market, having officially entered only in 2011, Explorer made rapid progress in building its e-commerce channels, with its brand stores covering most major domestic e-commerce platforms. In 2013, Explorer officially launched the O2O model, collaborating with dealers and directly operated stores nationwide to enable the “order online, deliver nearby” e-commerce channel model. In the same year, Explorer achieved product differentiation between online and offline channels, launching an exclusive e-commerce product line tailored for key online customers.
Beyond channels and products, Explorer also continuously improves service quality. According to Explorer staff, 88 members of the e-commerce team worked 24 hours straight for Double 11. Prior to that, in line with the development of the big data era, Explorer launched a new CRM customer relationship management system, integrating online and offline user data. At the same time, Explorer worked with Lvyeh to build an outdoor ecosystem, strengthening the combination of products and services, encouraging consumer participation in outdoor activities, and taking customer service “out of the store and into the outdoors.”
In 2014, Alibaba’s IPO drew widespread attention. With the maturation of e-commerce platforms like Tmall, consumers have gradually developed the habit of online shopping, making the integration of online and offline channels for outdoor brands an inevitable trend. Seen as a microcosm, Explorer’s success reflects the essence of the domestic outdoor industry’s development: under the guidance of national sports policies, starting from the consumer, solidifying the product foundation, merging e-commerce with tradition, and enhancing the customer experience.