[September 30, 2014, Hangzhou] Representatives of the international premium outdoor brand Discovery Expedition, including Discovery Channel star host Bear Grylls, and Mr. Peng Xin, CEO of Beijing Toread Outdoor Products Co., Ltd., a joint venture partner of Feiyue Exploration, visited the Hangzhou headquarters of Tmall, Asia’s largest comprehensive online shopping platform. During the visit, Bear Grylls made his first appearance as a celebrity store manager for the Discovery Expedition Tmall flagship store. He interacted with fans via Taobao Wangwang video chat, shared his outdoor lifestyle philosophy, and served as a celebrity store manager online, recommending Discovery Expedition’s exclusive new DX/BG Wilderness Survival outdoor product series named after Bear Grylls.
(Bear Grylls tours Taobao City accompanied by Tmall leaders)
Unique, authentic Discovery DNA
The Discovery Expedition brand originates from the Discovery Channel and carries an authentic spirit of exploration and a brand ethos that embraces adventure, discovery of the world, and the pursuit of the future, closely tied to the outdoor lifestyle. As the only outdoor brand under the Discovery umbrella, Discovery Expedition aims to continue the spirit of exploration from the Discovery Channel, providing high-end outdoor apparel, footwear, accessories, and functional gear for those who enjoy high-quality lifestyles such as road trips, expeditions, and camping. Its product lines cover three major series: Wilderness Survival, Road Trips, and Camping.
The Road Trip series is the brand’s flagship line, tailored for business travelers who pursue a free-spirited life and love road trips. This series uses cotton-feel functional fabrics that are waterproof, windproof, breathable, and comfortable, combining high-end quality with cutting-edge technology. Abrasion-resistant materials are used on the knees and elbows, while elastic fabrics are added under the armpits. Multiple three-dimensional pockets meet the storage needs of road trippers. The highly practical overall design, combined with three-dimensional tailoring, integrates Discovery’s proprietary D-TECH technology platform and industry-leading innovations to offer a complete set of road trip gear, launching consumers on an extraordinary journey to explore the wonders of nature, enigmatic cultures, and resilient life forces.
The Wilderness Survival series is designed for professional outdoor enthusiasts with a spirit of adventure and a pursuit of high-end functional quality. This series employs high-end technological functional fabrics, with the full product range covered by Discovery’s proprietary D-TECH technology platform. It skillfully incorporates ergonomic design principles to deliver ultimate functional protection for serious outdoor athletes. In terms of appearance, the Wilderness Survival series combines professional segmented styling with rational cuts, thoughtfully selecting classic logo patterns, earth-toned backgrounds, and fashionable color-block designs.
The Camping series provides a complete set of camping equipment for campers who seek a refined and high-quality lifestyle. This product line includes tents, sleeping bags, mats, folding chairs, mobile kitchens, fishing gear, and barbecue equipment, bringing consumers closer to nature and allowing them to fully enjoy the camping experience.
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: http://weibo.com/DISCOVERYEXPEDITION
About Feiyue Exploration
Feiyue 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., dedicated to operating the international outdoor brand Discovery Expedition in Greater China.
Discovery Expedition originates from the U.S. Discovery Channel, embodying a pure exploration culture and a close connection to outdoor sports. Its product lines span three major series: Road Trips, Wilderness Survival, and Camping. The brand is committed to designing and launching high-quality functional road trip gear for outdoor driving enthusiasts, meeting their professional needs, and embarking on an extraordinary “Journey of Discovery” with Chinese consumers to explore “the wonders of nature, enigmatic cultures, and resilient life forces.”
About Discovery Channel
Discovery Channel is the flagship television channel of Discovery Communications Inc., 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. It is the most widely distributed TV brand globally, with over 441 million subscribers across more than 220 countries and territories, broadcasting content in 45 languages. Discovery Channel offers viewers a series of captivating high-quality non-fiction entertainment programs, including classic wildlife documentaries, science and technology, ancient and modern history, expeditions, cultural, and current affairs documentaries. For more information, please visit www.discoverychannelasia.com.