At the ISPO Beijing event, we met the leader of this top-tier outdoor industry brand: Wan Jingang. He and his brand, CAMEL Camel, are already widely renowned. Even after venturing into e-commerce, they continue to thrive. Earlier this year, they announced the successful signing of outdoor king Bear Grylls, and made a high-profile appearance at ISPO Beijing 2014, drawing unprecedented attention at this ISPO. Wan Jingang told reporters, “Bear Grylls is indeed a key move in CAMEL Camel’s brand building for 2014. Meanwhile, the strength accumulated over the years of brand development will create a synergy with innovative thinking, serving as a catalyst for further brand growth.”
The Dawn of the "Camel & Bear Grylls" Era
Clearly, Bear Grylls, as the most important brand asset for Camel this year, is gradually entering operational mode. As Wan Jingang put it, “The development of CAMEL Camel Outdoor will enter the Bear Grylls era. Bear Grylls’ influence and iconic status in the outdoor field are beyond doubt, representing a wild and fearless spirit that aligns perfectly with the fierce and combative image of the Camel brand.” Particularly, during the exhibition, CAMEL Camel announced plans to launch the Bear Series and Himalaya Series within the year, injecting new creativity into their bold and wild brand image—a significant step in the brand’s long-term strategy.
Beyond branding considerations, a more scientific and premium product lineup is also a reason behind the series development. The star-customized Bear Series not only carries commemorative value from Bear Grylls’ personal design involvement but also utilizes a variety of high-end industry materials. The Himalaya Series, born from rigorous scientific performance testing and harsh real-world adaptability, represents Camel’s undiluted professional-grade outdoor gear.
Wan Jingang stated, “The product direction for Camel Outdoor has always been to develop professional and high-performance gear. Product lines with professional, enthusiast-grade outdoor attributes are expected to become the secret weapons of CAMEL Camel’s outdoor offerings in the future.”
When asked about the future trajectory of China’s outdoor industry, Wan Jingang believes that for some time to come, the sector will remain in a phase of rapid yet immature development. During this period, many established foreign outdoor brands entering China will dominate the high end thanks to their strong brand equity, but a number of rapidly rising domestic outdoor brands will become the backbone of the industry, forming a competitive and balanced landscape with their international counterparts. “In the new year, our familiar industry environment is constantly changing. What we need to do is adapt to these changes and even make forward-thinking innovations—only then can we create a brighter future for the brand,” Wan Jingang told reporters.