Gore Zhang Jing Wei &Nbsp; Happy Outdoor.

"Vigor and vitality" - this is "

"It's more fun to talk about outdoors," Zhang quipped. "Outdoor company like us should move to Xishan, or move to the 798 factory and erect a climbing wall to meet our company's standards."

It is Gore's special corporate culture that constantly inspires Zhang Jing Wei's enthusiasm for work.

"Sparrows are small but full of all organs."

Zhang Jingwei described himself and his team in this way.

The promotion of Gore's brand is Zhang's annual highlight.

In December 20th, after the exclusive interview, Gore launched the fifth "endless experience - Gore Tes outdoor dream" campaign. "The purpose of this activity is to make more people understand outdoor and advocate outdoor concept."

Zhang Jingwei said.

Opening Gore's web page, we see, "experience is endless -- 2010 Gore tex outdoor dream to achieve" winning the champion program: Shushan adventure -- climbing the climb of the Da Du man Yin, running the whole river in the Yalu River, traversing the snowy country post road, and Gore's return to Yushu, and each scheme is a double baptism of body and soul.

In China, the outdoor industry is growing at an annual rate of 20% to 30%, but the scale is very small. Most consumers do not have outdoor awareness, and there are some misunderstandings about outdoor sports.

To this end, Gore organized "outdoor experience, enjoy life - Gore outdoor training camp" activities, invited the Beijing Mountaineering Association lecturer, to explain outdoor sports knowledge for participants.

"This activity is to make more people go outdoors and experience the fun and enjoyment of outdoor, but not to suffer."

Zhang Jingwei explained.

It is not easy to find Gore's target consumer group among 1 billion 360 million people in the Chinese market where the outdoor sports are still in the enlightening state.

In this regard, Zhang Jingwei and her team have a system.

"First of all, we need to know who our customers are."

Zhang Jingwei said.

The company has invited famous outdoor research companies to do two market research to find out who is more inclined to buy outdoor clothing, what they know about outdoor information, what characteristics they have, and how to guide them to buy.

"On this basis, we find that the Internet is an important source of information for this group of people, such as outdoor clubs, green fields, 8264 and so on, and the age group is concentrated in the 1980s."

Therefore, the company's network marketing department mainly focuses on two major tasks: first, the collection of the best outdoor websites in the country and the establishment of an outdoor website alliance, which enables outdoor enthusiasts to share information on a broader platform. Gore will join these websites to do some activities; the other part is network marketing, focusing on consumers' comments on Gore.

In addition to Internet promotion, Zhang Jingwei and her team need to take care of every aspect of the market.

"An obvious characteristic of outdoor enthusiasts is to choose a famous outdoor magazine to look at, and the majority of the male group will also see some male fashion magazines and business magazines, so Gore will do different publicity for this group of people."

Zhang Jingwei said.

In the consumer terminal, Zhang Jing Wei can not ignore the training of retail salesmen, so that consumers can better understand Gore Tes TM fabric.

Because of the identity of Gore's fabric supplier, Zhang Jingwei's focus is to cooperate with Gore's brand customers, do more implant marketing work, and promote her own brand while promoting the customers' products. This is also the reason why Gore, who is behind the scenes, has been well known in the outdoor crowd.

"Outdoor enthusiasts value the function of products," Gore just grasped the core element.

Therefore, Gore chose to cooperate with more than 100 outdoor products manufacturers all over the world instead of creating their own outdoor product brands and competing with them. This is Gore's cleverness.

Zhang Jingwei said.

At the end of the interview, Zhang talked about how his six year old daughter managed to overcome difficulties and hike ten kilometers.

This positive and optimistic mother's influence on her daughter can be seen.

"The sales target for 2011 is 30% growth on the basis of an increase of 30% in 2010."

Speaking of this, Zhang Jing Wei has put forward his attitude to overcome all difficulties and face positively.