2013 was an extraordinary year for Camel. At the beginning of the year, Camel put forward a bold slogan and signed celebrity spokesperson Han Han. It took a daring and forward-thinking step in brand strategy. Moreover, CAMEL Camel also boosted its brand visibility and reputation through collaborations with events and teams such as the China Off-Road Rally, Volkswagen Motorsport Team, and Peking University Mountaineering Club.
As a traditional brand, CAMEL Camel has been involved in e-commerce for less than five years. "During the transformation process, Camel faced many challenges, but the e-commerce team always managed to accurately grasp the trends in e-commerce development. Moving forward through continuous exploration and reflection is indeed something many traditional enterprises can learn from," said an industry observer who has long studied e-commerce.
"Over the past few years, we’ve developed the habit of carefully analyzing trends before formulating strategies. Based on this, at the beginning of the year, we conducted research and analysis on e-commerce development trends and made our own judgments. We believe that for e-commerce businesses, standardization and scalability were the key themes of 2013; for consumers, there was a greater focus on the shopping experience. Based on these insights, we proposed strategies for brand and product enhancement, and began improving the user shopping experience. We carried out a series of initiatives focusing on brand, product, and marketing," said Wan Jingang, General Manager of CAMEL Camel. The integrated model of brand, product, and marketing was a key factor in Camel’s success.
At the beginning of 2013, Camel successfully signed Han Han, a renowned writer, professional race car driver, and hailed as a flagbearer of the post-80s generation, as its brand spokesperson. Subsequently, it also partnered with Peking University Mountaineering Club, Shanghai Volkswagen 333 Racing Team, and the China Off-Road Rally (CGR) as strategic collaborators. These branding activities were important steps in Camel’s brand enhancement strategy and have been well received by consumers.
Based on the characteristics of online shoppers, CAMEL Camel conducted in-depth analysis and research on its products. It subsequently launched spokesperson-recommended models and customized editions, as well as professional models with outstanding functionality and technology tailored to different needs. These products have proven to be widely recognized and accepted by consumers.
A consumer-centric marketing strategy was one of Camel’s highlights in 2013. Over the year, Camel organized brand campaigns within Taobao such as Global Adventure and Exploring America, allowing consumers to enjoy the fun of shopping through entertaining experiences. In addition, effective improvements were made to address one of the most pressing concerns of online shoppers—delivery speed. The time between order placement and shipment was reduced, logistics partners were optimized, and distribution centers were established, significantly increasing delivery efficiency. During Singles' Day, CAMEL Camel’s “Singles’ Day Family Express” initiative gained positive word-of-mouth among consumers and received praise from the media and various sectors of society.
Defending the championship title for three consecutive years may not mean much to the average consumer, but when you look at Camel’s 380-million-yuan sales on Singles' Day, competing neck-and-neck with Xiaomi and Haier, you see a traditional apparel industry making a successful push in 2013. The seemingly gentle Camel has repeatedly shocked the world with its fierce performance. Of course, beyond the shock, the journey of traditional brands advancing into e-commerce has also become the grandest theme to kick off 2014.