Amidst the tremendous growth of China’s outdoor industry, the "Respected Traveler Awards" — an annual selection event for China’s outdoor industry hosted by a certain website — also reached a heated stage, with various brands competing fiercely. The final results were announced on January 18, 2013. The Gore-Tex ?/FONT>brand won the "Annual Innovative Brand Award." Meanwhile, Ms. Zhang Jingwei, General Manager of Gore Beijing Branch and Marketing Director of Gore Fabrics China, as a representative figure of China’s outdoor "driving force," was once again honored with the "Annual Outdoor Manager Award." This marks the third consecutive year she has received this accolade. Prior to this, she had also been awarded numerous honors such as "Annual Influential Figure in Outdoor Event Planning" and "Outstanding Figure in the Outdoor Industry."
?/FONT>The brand is a recognition of me personally. My team and I have been working hard to provide the most solid support to all outdoor enthusiasts through Gore-Tex ?/FONT>outdoor gear." 2012 marked Zhang Jingwei’s sixth year in the outdoor industry. Under her leadership, the Gore-Tex ?/FONT>"Outdoor Dreams Come True" campaign successfully completed its sixth year. In 2012 alone, the number of participants exceeded the total of the previous five years, making it an annual event highly anticipated by outdoor lovers across China.
"7,009 proposals — when the final number of submissions for the sixth 'Outdoor Dreams Come True' campaign in 2012 was announced, we were all very excited. My team and I have put so much into this event. As early as before the 2012 launch, we continuously sought cross-industry collaborations related to the outdoor sector, such as with Subaru. And our collaboration with A’Se, a host from Travel Channel and one of the event judges, helped us promote the concept of the outdoors more deeply, allowing more people to understand it. So far, our efforts have not been in vain." To get more people to engage with and experience the outdoors, Zhang Jingwei led Gore-Tex ?/FONT>brand to make a remarkable contribution to the development of China’s outdoor sports in 2012.
?/FONT>The brand, in 2012, launched three-layer Gore-Tex ?/FONT>fabric simultaneously with the Asia-Pacific region. "To help consumers gain a deeper understanding of three-layer Gore-Tex ?/FONT>fabric products, we adopted a promotion strategy featuring well-known opinion leaders and real-environment testing to demonstrate product functionality. In addition to supporting China’s No.1 hiker, Lei Diansheng, on his expeditions to the Altun Mountain Range and Taiwan to experience the three-layer products, we also invited consumers to join the testing with 30 hikers participating in product trials. Real experiences and word-of-mouth are the best ways to give consumers a more direct understanding and to fully showcase the core functions of three-layer Gore-Tex ?/FONT>fabric."
Another major achievement that Zhang Jingwei and her team accomplished in 2012 was the official opening of the first-ever Gore-Tex ?/FONT>brand service center at Sanfo Downtown Madian Store in Beijing. It is reported that this is also the first service center in the outdoor field, pioneering a new era of outdoor apparel consulting services.
?/FONT>Fabric water repellency
Here, consumers can receive services such as product selection and usage consultation, cleaning and maintenance advice, and basic product testing. The Gore-Tex ?/FONT>brand is fully committed to its promise of "guaranteed to keep you dry." "We hope that through the establishment of the Gore-Tex ?/FONT>product service center, we can build a bridge to connect with consumers, helping them better understand the functionality and proper care of Gore-Tex ?/FONT>products, and bring them more durable and comfortable protection. We also hope to influence the domestic outdoor industry with our high quality and professional attitude, promoting healthier and more positive development in China’s outdoor sector."
This is how Zhang Jingwei continues to optimize and enhance the management of the Gore-Tex ?/FONT>brand. For this, the "Annual Outdoor Manager Award" is truly well-deserved. As for what "outdoors" means, Zhang Jingwei has her own interpretation. "Some people narrowly define 'outdoors' as challenging oneself or exploring dangerous territories. That’s a limited and one-dimensional view. In reality, 'outdoors' is 'a lifestyle that contrasts with our urban life,' aimed at relaxation and releasing the pressures of daily life and work. Whether it’s hiking, cycling, or simply leisure travel, the outdoors is not just our way of life, but through us, it can become a lifestyle for many more."
Through her actions, Zhang Jingwei continuously promotes and embodies the philosophy of focusing on and enjoying the outdoors, advancing the development of the outdoor industry. She also hopes that more and more people will be inspired by her and start to explore and love the outdoors. "I’ve always believed that everyone has an outdoor dream in their heart. Helping to realize every dream is the goal of the Gore-Tex ?/FONT>brand and also the source of our motivation. In the future, we will continue to strive for the healthy development of the outdoor industry!" Zhang Jingwei is full of confidence and hope for the development of the outdoor industry in 2013.