Review of GARMONT’s 10th Anniversary Activities:
In 2011, to celebrate GARMONT’s 10th anniversary in the Chinese market and to thank the dealers who have accompanied GARMONT over the past decade, as well as the many consumers who love the brand, Sharandorji Company organized and participated in a series of events.
Brand Promotion Activities:
2011. 4~6 "Find Our Loyal Customers – Old Shoes for New" campaign as part of the 10th Anniversary Gratitude Initiative;
The campaign was first officially launched at GARMONT’s 10th Anniversary Celebration during the ISPO Beijing exhibition earlier that year, and was subsequently widely promoted through GARMONT’s official website, China Hiking Network, 8264.com, Green Field Network, the magazine 《Rui Outdoor》, and the outdoor club websites of TaoYe Network. Special promotional posters were also produced and distributed to dealers to be displayed in outdoor retail stores. Throughout the campaign, efforts were made through phone calls and dealer visits to track down the first group of people who wore GARMONT shoes back in 2001. The campaign received active participation and strong support from all sides. Many customers either visited dealers in person, called our company for information, or even brought their old shoes directly to our offices. After verification by both original agents and dealers, a total of 22 pairs of shoes purchased in 2001 and eligible for the exchange were confirmed. These customers shared many touching stories about their journey with GARMONT. In the end, we provided each of these 22 early adopters with a free replacement pair of the GARMONT 10th Anniversary commemorative INTEGRA GTX worth 1498 RMB.
Promotional Activities:
2011. 1 To celebrate GARMONT’s 10th anniversary in China and give back to consumers, Sharandorji Company launched its first ever gratitude campaign. A special New Year promotion was offered on the newly released TOWER LITE GTX (Tower – High Tower), a full-grain leather, Vibram sole, GTX-lined shoe designed for “heavy-duty trekking.” The original price of 1818 RMB was discounted to 1118 RMB, available while supplies lasted.
Sponsorship Activities:
2011. 2 GARMONT sponsored the “ASUS Cup” 6th Annual China Outdoor Industry Review Awards Ceremony. Themed “Heroes of Exploration, Pioneers of Adventure,” the 6th ASUS Cup China Outdoor Industry Review Awards Ceremony was grandly held on February 25 at Beijing Extreme Experience. This review event was jointly organized by Outdoor Times, Extreme Experience, Traveler Network, Qianlong News Network, the International Urban Adventure Sports Federation China Office, and Beijing Outward Bound Training Center, with continued title sponsorship by ASUS Computers. Sharandorji Company provided GARMONT shoes as prizes for the award winners.
2011. 4 Sponsored the Beijing Daily Hiking Center’s “5th National Citizens’ Hiking Day”; On April 16, the 5th “National Hiking Day” and the 42-kilometer Marathon Hiking Experience Competition officially kicked off at the CCTV Tower Plaza. Nearly a thousand hiking enthusiasts from Beijing, Liaoning, Hebei, and other regions participated in the 10km, 30km, and 42km hiking events. Sharandorji Company provided ten pairs of GARMONT shoes as marathon prizes and company chairman Ren Yulong attended the opening ceremony along with all employees.
2011. 4 Sponsored the “13th International Peach Blossom Music Festival” hosted by the Beijing Daily Hiking Center in Pinggu; The 3rd Pinggu Peach Blossom Festival International Hiking & Camping Gathering grandly opened on China’s first IVV-certified “International Hiking Trail.” Nearly a thousand hikers participated in 12km, 25km, and 42.195km events. Beijing Sharandorji Company, as a major sponsor, also took part. GARMONT provided prizes for the 42.195km marathon. After the hike, General Manager Ren Yulong awarded professional trekking shoes worth 1828 RMB to the top three male and female finishers in the 42km category.
2011. 4 Sponsored the 7th “Mother River, Clean Water Bird” Large-Scale Environmental Protection Activity; That afternoon, 45 “Clean Water Bird Volunteers,” each carrying eco-bags, headed to Zhouzhi Houzhenzi. From there, they began a hike across the Taibai Mountain, picking up litter discarded by tourists along the way, which they then carried down the mountain in their eco-bags. It is reported that since 2002, the Clean Water Bird Volunteers have removed a total of 1.2 tons of garbage and numerous discarded climbing gas canisters from the Qinling Mountains. This year, the Clean Water Bird initiative also launched environmental protection activities to protect the Mother River in the Yulin region of Shaanxi. Sharandorji Company provided GARMONT shoes as product sponsorship for this event.
2011. 7 Sponsored Beihang University’s “Lingfeng Society” Mount Yuzhu Expedition; On June 11, 2011, at 3 PM, the press conference for Beihang Lingfeng Society’s summer activities and the departure ceremony for the mountaineering and scientific expedition teams were held at the Chenxing Theater in Beihang’s Zhixing Building. Sharandorji Company, as a sponsor, sent a representative to attend. On August 29, 11 out of the 16 members of the Beihang Lingfeng Society mountaineering team successfully summited Mount Yuzhu (6168m), breaking the previous summit rate of Beihang’s mountaineering teams. GARMONT sponsored the TOWER LITE GTX model for this expedition, and these boots accompanied the climbers all the way to the snow line, fully demonstrating their superior performance.
2011. 10 Sponsored the “2nd Himalayan International Citizens’ Hiking Gathering” hosted by the Beijing Daily Hiking Center; The 2nd Round-the-Himalaya International Citizens’ Hiking Crossing Gathering concluded successfully on October 3. During this event, Sharandorji Company provided GARMONT shoes for participants. Lasting sixteen days, the gathering saw a team of over fifty individuals depart from Lhasa, China, passing through Yamdrok Lake, Shigatse, and New Dingri, overcoming high-altitude and challenging hikes to reach Lumbini, the birthplace of Siddhartha Gautama, to pray for world peace and release peace doves, bringing a spiritual conclusion to the event.
2011. 11 Sponsored the Green Field Network 2011 Annual Gala “Best Pathfinder Award”. The annual Green Field gathering is a major event for outdoor enthusiasts, where the best team leaders are recognized, the most adorable newcomers are celebrated, annual awards are given, and a variety of talent performances take place. Even if you're just a hiking enthusiast, you can still see skiing elites, horse lovers, hiking experts, and rescue professionals. The gala is a big reunion for Green Field members and outdoor adventurers. Sharandorji Company provided GARMONT shoes as prizes for the five “Best Pathfinders” selected through online voting on Green Field Network.
Business Visit Activities:
From November 14 to November 24, 2011, General Manager Ren visited 29 outdoor stores across 11 cities in 8 southern provinces;
From October 25 to November 2, 2011, General Manager Ren visited 17 outdoor stores across 7 cities in 3 northeastern provinces;
On August 6, General Manager Ren Yulong and Chief Advisor Cheng Zhanqun traveled specially to Jinan to attend the 10th Anniversary Celebration of Jinan Huoniao Outdoor Store. This event provided an opportunity for direct brand-user interaction, and both Ren and Cheng gained valuable insights. That evening’s 10th-anniversary gathering for Huoniao also became a gathering of GARMONT customers, with Huoniao members noting that they almost always choose GARMONT when buying high-end outdoor footwear.
10th Anniversary Commemorative Model:
In June 2011, to celebrate GARMONT’s 10th anniversary in China, the Italian headquarters specially designed a commemorative model for the Chinese market — the INTEGRA GTX. This model features the classic TSO outsole system and GORE-TEX. ?/FONT>防水内衬，VIBRAM ?/FONT>防滑大底，加上十周年庆典LOGO，使之成为2011年的一个亮点。该款鞋零售价1798元，2011十周年特价销售1498元！
In 2011, to celebrate GARMONT’s 10th anniversary in the Chinese market and to thank the dealers who have accompanied GARMONT over the past decade, as well as the many consumers who love the brand, Sharandorji Company organized and participated in a series of events.
Brand Promotion Activities:
2011. 4~6 "Find Our Loyal Customers – Old Shoes for New" campaign as part of the 10th Anniversary Gratitude Initiative;
The campaign was first officially launched at GARMONT’s 10th Anniversary Celebration during the ISPO Beijing exhibition earlier that year, and was subsequently widely promoted through GARMONT’s official website, China Hiking Network, 8264.com, Green Field Network, the magazine 《Rui Outdoor》, and the outdoor club websites of TaoYe Network. Special promotional posters were also produced and distributed to dealers to be displayed in outdoor retail stores. Throughout the campaign, efforts were made through phone calls and dealer visits to track down the first group of people who wore GARMONT shoes back in 2001. The campaign received active participation and strong support from all sides. Many customers either visited dealers in person, called our company for information, or even brought their old shoes directly to our offices. After verification by both original agents and dealers, a total of 22 pairs of shoes purchased in 2001 and eligible for the exchange were confirmed. These customers shared many touching stories about their journey with GARMONT. In the end, we provided each of these 22 early adopters with a free replacement pair of the GARMONT 10th Anniversary commemorative INTEGRA GTX worth 1498 RMB.
Promotional Activities:
2011. 1 To celebrate GARMONT’s 10th anniversary in China and give back to consumers, Sharandorji Company launched its first ever gratitude campaign. A special New Year promotion was offered on the newly released TOWER LITE GTX (Tower – High Tower), a full-grain leather, Vibram sole, GTX-lined shoe designed for “heavy-duty trekking.” The original price of 1818 RMB was discounted to 1118 RMB, available while supplies lasted.
Sponsorship Activities:
2011. 2 GARMONT sponsored the “ASUS Cup” 6th Annual China Outdoor Industry Review Awards Ceremony. Themed “Heroes of Exploration, Pioneers of Adventure,” the 6th ASUS Cup China Outdoor Industry Review Awards Ceremony was grandly held on February 25 at Beijing Extreme Experience. This review event was jointly organized by Outdoor Times, Extreme Experience, Traveler Network, Qianlong News Network, the International Urban Adventure Sports Federation China Office, and Beijing Outward Bound Training Center, with continued title sponsorship by ASUS Computers. Sharandorji Company provided GARMONT shoes as prizes for the award winners.
2011. 4 Sponsored the Beijing Daily Hiking Center’s “5th National Citizens’ Hiking Day”; On April 16, the 5th “National Hiking Day” and the 42-kilometer Marathon Hiking Experience Competition officially kicked off at the CCTV Tower Plaza. Nearly a thousand hiking enthusiasts from Beijing, Liaoning, Hebei, and other regions participated in the 10km, 30km, and 42km hiking events. Sharandorji Company provided ten pairs of GARMONT shoes as marathon prizes and company chairman Ren Yulong attended the opening ceremony along with all employees.
2011. 4 Sponsored the “13th International Peach Blossom Music Festival” hosted by the Beijing Daily Hiking Center in Pinggu; The 3rd Pinggu Peach Blossom Festival International Hiking & Camping Gathering grandly opened on China’s first IVV-certified “International Hiking Trail.” Nearly a thousand hikers participated in 12km, 25km, and 42.195km events. Beijing Sharandorji Company, as a major sponsor, also took part. GARMONT provided prizes for the 42.195km marathon. After the hike, General Manager Ren Yulong awarded professional trekking shoes worth 1828 RMB to the top three male and female finishers in the 42km category.
2011. 4 Sponsored the 7th “Mother River, Clean Water Bird” Large-Scale Environmental Protection Activity; That afternoon, 45 “Clean Water Bird Volunteers,” each carrying eco-bags, headed to Zhouzhi Houzhenzi. From there, they began a hike across the Taibai Mountain, picking up litter discarded by tourists along the way, which they then carried down the mountain in their eco-bags. It is reported that since 2002, the Clean Water Bird Volunteers have removed a total of 1.2 tons of garbage and numerous discarded climbing gas canisters from the Qinling Mountains. This year, the Clean Water Bird initiative also launched environmental protection activities to protect the Mother River in the Yulin region of Shaanxi. Sharandorji Company provided GARMONT shoes as product sponsorship for this event.
2011. 7 Sponsored Beihang University’s “Lingfeng Society” Mount Yuzhu Expedition; On June 11, 2011, at 3 PM, the press conference for Beihang Lingfeng Society’s summer activities and the departure ceremony for the mountaineering and scientific expedition teams were held at the Chenxing Theater in Beihang’s Zhixing Building. Sharandorji Company, as a sponsor, sent a representative to attend. On August 29, 11 out of the 16 members of the Beihang Lingfeng Society mountaineering team successfully summited Mount Yuzhu (6168m), breaking the previous summit rate of Beihang’s mountaineering teams. GARMONT sponsored the TOWER LITE GTX model for this expedition, and these boots accompanied the climbers all the way to the snow line, fully demonstrating their superior performance.
2011. 10 Sponsored the “2nd Himalayan International Citizens’ Hiking Gathering” hosted by the Beijing Daily Hiking Center; The 2nd Round-the-Himalaya International Citizens’ Hiking Crossing Gathering concluded successfully on October 3. During this event, Sharandorji Company provided GARMONT shoes for participants. Lasting sixteen days, the gathering saw a team of over fifty individuals depart from Lhasa, China, passing through Yamdrok Lake, Shigatse, and New Dingri, overcoming high-altitude and challenging hikes to reach Lumbini, the birthplace of Siddhartha Gautama, to pray for world peace and release peace doves, bringing a spiritual conclusion to the event.
2011. 11 Sponsored the Green Field Network 2011 Annual Gala “Best Pathfinder Award”. The annual Green Field gathering is a major event for outdoor enthusiasts, where the best team leaders are recognized, the most adorable newcomers are celebrated, annual awards are given, and a variety of talent performances take place. Even if you're just a hiking enthusiast, you can still see skiing elites, horse lovers, hiking experts, and rescue professionals. The gala is a big reunion for Green Field members and outdoor adventurers. Sharandorji Company provided GARMONT shoes as prizes for the five “Best Pathfinders” selected through online voting on Green Field Network.
Business Visit Activities:
From November 14 to November 24, 2011, General Manager Ren visited 29 outdoor stores across 11 cities in 8 southern provinces;
From October 25 to November 2, 2011, General Manager Ren visited 17 outdoor stores across 7 cities in 3 northeastern provinces;
On August 6, General Manager Ren Yulong and Chief Advisor Cheng Zhanqun traveled specially to Jinan to attend the 10th Anniversary Celebration of Jinan Huoniao Outdoor Store. This event provided an opportunity for direct brand-user interaction, and both Ren and Cheng gained valuable insights. That evening’s 10th-anniversary gathering for Huoniao also became a gathering of GARMONT customers, with Huoniao members noting that they almost always choose GARMONT when buying high-end outdoor footwear.
10th Anniversary Commemorative Model:
In June 2011, to celebrate GARMONT’s 10th anniversary in China, the Italian headquarters specially designed a commemorative model for the Chinese market — the INTEGRA GTX. This model features the classic TSO outsole system and GORE-TEX. ?/FONT>防水内衬，VIBRAM ?/FONT>防滑大底，加上十周年庆典LOGO，使之成为2011年的一个亮点。该款鞋零售价1798元，2011十周年特价销售1498元！
