To gear up for Singles’ Day, Toread, the leading domestic outdoor brand, has thrown a “celebrity marketing punch” this year, launching a promotional campaign themed “Wait for the Peak — Shake It Together.” This innovative marketing approach by Toread during Singles’ Day sets a first in cross-industry collaboration within the outdoor sector. The campaign invited rock music trailblazer Wang Feng to serve as the “Celebrity Store Manager,” providing services to customers. At 12:00 AM sharp on November 11, Mr. Peng Xin, President of Toread, and Wang Feng jointly rang the Toread Singles’ Day countdown bell, after which they presented a special gift to the day’s first customer. Wang Feng also personally served as customer service, answering questions from shoppers, truly engaging with consumers as a “Store Manager” and sharing the shopping extravaganza with them. At the same time, in support of Beijing’s 2022 Winter Olympics bid, Toread gave back to consumers through a “Support the 2022 Winter Olympics Bid – Massive Singles’ Day Freebies” campaign, encouraging people to embrace the outdoors and bravely transform and SHINE.
Consumers Go Wild for the “Peak” — Singles’ Day Sales Climb Year After Year
Thanks to continuously innovative strategies and increasingly professional customer service, Toread’s single-day sales on Singles’ Day have risen sharply year after year over the past four years: in 2010, daily sales hit 800,000 RMB; in 2011, 3.4 million RMB; in 2012, 23.6 million RMB; and in 2013, a new record was set with total sales surpassing 77.49 million RMB for the day, solidifying its leading position in the outdoor category. This year, Toread has made full preparations in inventory, customer service, and logistics to strive for another great performance. At 1:11 AM on November 11, Toread’s Tmall flagship store experienced its first sales peak, with revenue exceeding 26.95 million RMB, topping the outdoor category rankings.
Toread Official Flagship Store: http://toread.tmall.com/
Discovery Expedition Official Flagship Store: http://discoveryexpedition.tmall.com