On January 16, the flagship store of BEAUME (Beiker) inside Shanghai Hongqiao High-Speed Railway Station officially opened. It is reported that this is the ninth BEAUME (Beiker) store in Shanghai, symbolizing “nine times nine makes one.” As the first brand image store to open nationwide in 2013, the BEAUME (Beiker) Shanghai High-Speed Rail Store will initiate a brand-new brand enhancement plan for BEAUME (Beiker). From here on out, BEAUME (Beiker) will strengthen its presence in first-tier cities, focusing on expanding brand influence and enhancing brand image as key development priorities for 2013.
In 2012, despite the overall downturn in the outdoor market, the BEAUME (Beiker) brand still achieved its expected growth, with a steady increase in the number of retail outlets. To better expand and serve customers, BEAUME (Beiker) established offices in Shanghai and Beijing, as well as a branch in Dalian in 2012. At the same time, BEAUME (Beiker) intensified its brand promotion efforts. In addition to advertising on professional websites and in media, it also added TV ads and events in key regions, sponsored the Jiangsu Mountaineering Association in the National Mountain Challenge, and supported the “Trans-Asia Journey” off-road vehicle team. These moves have become stepping stones for BEAUME (Beiker)’s growth, helping the brand advance further and farther in China’s outdoor market.
The outdoor brand BEAUME (Beiker), originating from Scotland, embodies the same unrestrained style and resilient strength as its birthplace. In 2013, BEAUME (Beiker) will remain committed to its outdoor and leisure positioning, continuing to invest in R&D for such products, broadening its product lines, and ensuring high cost-performance in its waterproof series while enriching product types and styles such as footwear, backpacks, tents, and gear accessories.
Meanwhile, a more crucial initiative in 2013 is to significantly enhance BEAUME (Beiker)’s brand influence and image, allowing the brand’s core message and spirit of “Unrestricted Travel, Let Me Free!” to resonate with more people, and making BEAUME (Beiker) outdoor products a preferred choice for more travelers. The brand image flagship store inside Shanghai Hongqiao High-Speed Railway Station marks a brand-new beginning. The new store is located in a prime, high-traffic area within the station, where tens of thousands of people pass through daily and can notice the BEAUME brand logo. Designed by a renowned Taiwanese architectural design firm, the store perfectly showcases BEAUME’s aesthetic concepts and values, with a theme style that continues the brand’s signature “orange” palette. Orange is a vibrant, cheerful color—the warmest in the warm color spectrum—evoking images of golden autumn and bountiful harvests. It is a color of satisfaction, happiness, and joy. This is precisely the feeling that the BEAUME (Beiker) outdoor brand aims to bring to outdoor enthusiasts: to go outdoors and rediscover long-lost joy; to go outdoors and gain the fulfillment of exploration; to go outdoors and appreciate the warmth of home. As a flagship store, the product display planning inside will be the most comprehensive and refined, featuring classic models such as various waterproof series, fleece sweaters, casual pants, quick-dry shirts, as well as new backpacks, tents, hiking, stream-trekking, and casual footwear, along with trendy outdoor accessories like water bottles, headlamps, stylish hats, and scarves.
Cao U?, the person in charge of BEAUME (Beiker)’s Shanghai region, said, “The opening of the store in Shanghai in 2012 marks an important step for BEAUME (Beiker) in retail development and brand image establishment across the Chinese market.” Moving forward, BEAUME (Beiker)’s brand development path will become even more mature and standardized, with multi-channel expansion and brand image building as key operational strategies. It is believed that BEAUME Outdoor, which has always adhered to the philosophy of “Let me free, 让我自由” (Let Me Be Free), will become a leading brand in China’s outdoor market, allowing more people to experience an unrestricted, more comfortable outdoor lifestyle and the charm of outdoor sports.