It's like a donkey who can go hiking when he puts down his office job.

Wan Jingang in his most worn plaid shirt, with his camel-dress jacket and Hippi outdoor shoes, as if he were a donkey who could climb the hill as soon as he put down his office job. As the general manager of Guangdong Camel Garments Co., Ltd. He has a hidden dream for many years: let more urban elites participate in outdoor sports-currently playing outdoor professional talent up to tens of thousands of people, but after a lot of training, many urban elites can participate in outdoor experience, and the current crowd is expanding.

Due to the differences with traditional footwear, Wan Jingang early found that outdoor footwear can not be used to promote the traditional hard, because the urban elite yearning for outdoor sports, prefer opinion leaders rather than stars, they pay more attention to the circle of Word-of-mouth rather than blunt marketing. He also set up his own brand concept: First of all, you have to pull consumers into the scene you shape, and then through experience so that they do not need to think about the brand charm. He believes it is precisely because of the choice of different product types, so that the camel selected with the later Internet gene more consistent with the emphasis on customer experience, information sharing, communication and interaction of the circle-level marketing road.

As the brand is conductive to freedom, unruly spirit temperament, coupled with different from the ordinary men's shoes brand comfort design and several sponsorship of some of the iconic outdoor activities, camels soon in the one or two-line city of the male group in the fame, to 2008 years, the Camel Outdoor has achieved annual sales of hundreds of millions of yuan results.

At this time Wan Jingang attention to the rise of online sales channels, began to test the water, including Taobao flagship store, go Show Network, Jingdong Mall, Dangdang, only products will be a variety of different brand channels. He has just started to sell online as a clearing stock, but after more than a year of operation, he found that online sales can significantly magnify the camel's brand radiation, and can better interact with consumers and create targeted database resources.

Since 2010, camels have increased their investment in online sales channels. For now many traditional enterprises worry about the line of the same price caused by the traditional channel profit loss concerns, camels have a very early coping strategy: Because online and offline corresponds to two different consumer groups, so the camel has long been for the electricity quotient user group developed a large number of new products, they will be more than the offline entity shop product color more distinct, more personalized style. And offline products will tend to low-key and detail design, suitable for people over 40 years old comfort experience.

And when hundred Li and other traditional enterprises invested heavily to create their own platform for business, Wan Jingang also did not follow suit. He believes that even if you do your own platform, it is inevitable that the search engine traffic kidnapping. Rather than "alongside wealthy", for different mainstream electric platform features, targeted channel marketing. For example, Jingdong is a male temperament platform, camel outdoor supplies and men's shoes sales growth rate is relatively high; Cat is a full range of platforms, you can do the promotion of the whole category, only the clothing will be more strong, targeted at the main two or three-line city users, can promote the classic paragraph ... At present, the camel held six times a meeting, online, offline together, and the camel will push the line of the channel to do online e-commerce, further stimulate sales growth.

Wan Jingang also found that the channel could sink through E-commerce. Because Camel brand positioning in the high-end, offline retail prices are basically 700 yuan to 1,000 yuan, so to expand to three-tier cities will have difficulties. But Taobao has increased the exposure of the camel, so that more consumers realize that after the brand, also began to buy offline. This has increased the camel's share in the outdoor products industry.

From 2010 to 2013, camel outdoors in Taobao's double 11 promotion, sales rose from 50 million to 380 million yuan. In this year's double 11 day, as the camel spokesperson for Han's daughter photos in the micro-blog, with Chen Yao, Zhao Wei and other stars of the forwarding interaction, for a time has become the microblogging of the most popular topic. By the heat of the topic, Camel Outdoor Series homeopathy launched the high-end special clothing Han cold custom funds. Korean fans in the pursuit of the two 11 of the double charge clothing sales of nearly 10,000 pieces.

In addition to using the fastest-spreading Internet tool for marketing, camels also create topics online to improve consumer experience. Double 11 delivery of the warehouse will allow consumers to receive delays, and camel to optimize customer experience as the focus, do a good job logistics security, and launched a double 11 day "car delivery" activities, randomly selected users can enjoy the championship race driver or Porsche Hao car door-to-door delivery services. The 12 camel held the first outdoor festival, which was broadcast by CCTV sports channel--The donkey friend hiking through the HOBQ Shamo activities. Earlier, camels had cost millions to launch the "Veterans Home" of public welfare activities, causing greater social repercussions.

This kind of topic that can use the opinion leader to interact or create the target crowd to be interested in, the line is combined marketing way, and Camel as a traditional brand background is inseparable.

Online databases allow camels and consumers to "start making friends from the design stage". Whenever new products are launched, Camel will randomly extract the old users of the use of requirements, fabrics and other advice, at the same time according to the network sales background data to understand the age of different consumers, hobbies, consumption and so on in the physical stores difficult to collect the situation, thus making targeted design and sales strategy, the current camel database has 1, More than 0 samples.

In the face of the current electronic business channel access to user costs continue to improve the situation, Wan Jingang also have to respond: To activate the old users, cultivate fan culture. The camel now contracts with Han, Discovery Discovery Channel "Wilderness Survival" series of presenter Bell and other opinion leaders as the spokesperson, the formation of a specific fan group appeal. And in peacetime often held "Shing" activities, through the super player, outdoor reach the promotion of people to affect the surrounding new users to join this circle.

Wan Jingang and his team have a "shot and then aim" temperament, while the team structure is flat, fully authorized. Therefore, he believes that the most difficult to learn from the Internet opponents of the camel is their quality control system, while the traditional enterprise competitors hardest to learn is the camel's "fast", only this "fast learning" ability to let the camel always "stand on the Tuyere" borrow force. In the swarm of people to do men's shoes, camels first saw the business opportunities for outdoor supplies, immersed in this field for nearly a decade; in everyone also to online sales skeptical, camels have a large investment, forming a whole category of development and marketing, and will often to millet and other Internet companies to learn.

The camel had begun to lay out mobile internet when the mobile Internet was emerging last year. For example, Camel found from the mobile end of the deal from the beginning of 3% soared to a double 11 of 15%, so immediately to the mobile Internet Technology Research department to increase investment, the current number of mobile Internet technology Department and the traditional PC technology department as much. From the Spring Festival to date, from the mobile end of the order has been increased to the total of about 30% of the camel, especially for mobile customers launched a game and other value-added services, as long as the game clearance can get the camel coupons.

and Wan Jingang hope that camel can become a whole category of companies, men's shoes and outdoor products can stabilize the status of the eldest in China's outdoor supplies industry, women's shoes can enter the forefront of the industry. And last year, the acquisition of Taobao first female bug Yonago, also upgraded to brand new women's clothing, in the March 8 this year in the cat, and achieved good sales results. The alliance with the worm is because he thinks "they are very characteristic in the creation of the fan culture", the repurchase rate is astonishing, can form the synergy effect with the Camel brand. He values the design ability, tends to acquire the front end product positioning accurate enterprise, the product must have own characteristic, but does not do the brand marketing.