Can Outdoor Brand Benefit From Public Welfare Marketing?

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"P >" last Thursday, the first international mountain rescue and exchange competition of CAN TORP ended successfully in Dongshan.

In this event, Zhan Qiao Yu, a petite little "female man" from the Taipei Mountain Association, is particularly noticeable, and her high-altitude express shows all kinds of admiration at the scene.

Almost every month, Zhan Qiao Yu will take part in outdoor mountain rescue activities in his spare time.

She said frankly that she was particularly grateful to CAN TORP for providing such an opportunity for her to gain more practical experience through competitions and enhance her expertise to help more people.

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< p > indeed, the implicit marketing of the first international mountain rescue exchange of CAN TORP has been recognized in the industry.

According to Chen Ruidian, chairman of CAN TORP of the outdoor group, with the development of outdoor mountaineering in China, there is an urgent need for a matching mountain rescue security system.

But at present, the domestic mountain rescue system is still not perfect. Most mountain rescue teams come from non-governmental organizations, and their overall professional skills are uneven.

Chen Ruidian then thought to join hands with the China Mountaineering Association to hold the first international mountain rescue exchange CAN. TORP.

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< p > in fact, the brand concept of "equality, respect and love" was put forward three years ago by the local outdoor brand Lion Brand outdoor. This concept is closely integrated with its public welfare activities. Whether it is the protection project of Masai Mara in Africa or the upcoming environmental protection trip in Hoh Xil, Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd. has had his own further thinking: "unlike other businesses, simply advertising, we will focus more on promoting the development of corporate public welfare activities through the form of" public welfare activities + self media platform ". We do not need to deliberately publicize the brand of enterprises, but more play a role of behind the scenes workers.

After several activities, there is no need for companies to whitewash too much. The brand concept of "equality, respect and love" has gradually entered the hearts of the people.

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< p > as Chen Jiatai, general manager of St. Valentine, said, "as an outdoor brand, we have a sense of social responsibility inherent in ecological protection. We hope that with the appeal of the brand itself, more people will understand the hardships of Lop Nor's desolation and Onokazu camels, which is the original intention of" exploring Lop Nor to save wild camels. "

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< p > in fact, in the view of the industry, investing in public utilities is killing two birds with one stone in outdoor a href= "http://www.91se91.com/news/index_s.asp" > Enterprise < /a > brand.

This kind of public good deeds will have a positive impact and effect to a certain extent if they are pmitted by the media.

Therefore, more and more outdoor enterprises have seen the significant effect of participating in public welfare undertakings for brand marketing.

In the local outdoor circles, there is also an upsurge of public service marketing.

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< p > < strong > public welfare marketing is coming one after another < /strong > < /p >

< p > speaking of public welfare marketing, what impressed us most is the "cross-border" cooperation between Tianlun Tian and Audi.

A senior industry insider once analyzed that Tianlun first practiced cross-border marketing with international brands to jointly promote the development of public welfare environmental protection. It not only broke through the previous single a href= "http://zs.sjfzxm.com/" > brand > /a > public welfare mode, but also strengthened the strength of public welfare through the combination of the two brands.

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"P" is unique. In April, the cooperation between San Brad and Land Rover club is also through the highly overlapping characteristics of the two brands in the consumer group. It strives to continuously innovate the social public welfare environmental protection mode within the scope of its capability.

Chen Jiatai told reporters, first of all, cross-border cooperation with Land Rover club is conducive to the two sides of the brand to have a common interest of consumers together, to carry out effective interaction and communication.

Secondly, both sides play their respective strengths. Meanwhile, Land Rover Club guides participants to enjoy outdoor fun. At the same time, St. Valentine uses a long-term public welfare environmental protection activities to promote and publicize the concept of environmental protection through different themes.

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< p > and in the first CAN TORP international "mountain rescue exchange competition", there is another business figure, Dongshan Hui Yongtai sporting goods industry Co., Ltd. "without this cooperation with Yongtai sports, this exchange contest will not be so successful."

Chen Ruidian said frankly that the international mountain rescue exchange was originally planned to be held in Xinjiang after many reasons could not be held in accordance with the original location.

Since the beginning of the year, they have inspected various development bases in Fujian many times, and finally selected Dongshan ANPEN training base.

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< p > it is learnt that the ANPEN training base affiliated to Dongshan Hui Yongtai sporting goods Industrial Co., Ltd. was completed at the end of last year, covering an area of more than 4000 square meters, with facilities for rock climbing walls, expansion frames, high altitude slide chains, and Yongtai sports itself.

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< p > through this cooperation, Dongshan Hui Yongtai sports has also been exposed to the public outdoor for the first time.

Dongshan Hui Yongtai sporting goods industry Co., Ltd. is responsible for the effect of this cross-border public welfare project cooperation very satisfied, "we are outdoor equipment enterprises, through the outdoor a target=" _blank "href=" http://www.91se91.com/ "> shoes < /a > the successful cooperation of clothing enterprises, is conducive to increasing sales of our products and strengthening positive brand identity.

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< p > < strong > continuous input maximum yield < /strong > /p >

< p > reporters learned that in addition to hosting the first international mountain rescue competition, CAN TORP also plans to launch public welfare projects such as "mountain rescue team support training" and "CAN TORP climbing adventure school", which has trained a number of important reserve talents for mountaineering and outdoor sports in China.

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< p > CAN. TORP said that it will make efforts to promote the healthy and sustainable development of mountain rescue work in the future, hope to participate in outdoor public welfare activities for a long time, and promote the CAN TORP brand, and finally call for more people to participate in CAN TORP outdoor public welfare.

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Chen Zhongyi, chief consultant of Zang cool strategy, told reporters that the essence of public welfare marketing lies in the fact that enterprises communicate with consumers through public welfare activities, establish a good corporate image, and sell their products with good corporate image, so that consumers can have preferences for the products of enterprises, and give priority to selecting products of enterprises when making purchase decisions. P

However, in order to achieve good publicity effect, enterprises need to invest continuously, and maximize the effectiveness of public welfare communication through resource integration.

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< p > "outdoor enterprises should carry out public welfare activities in a planned way and step by step."

Tian Lun Tian responsible person said that every day's marketing activities will be integrated with environmental protection, public welfare, ecological protection and other concepts.

As early as April this year, Tian Lun Tian started the "border driving activities". It plans to spend three years in China's border areas to discover and protect the natural ecological environment, and to collect relevant materials for the sustainable development of the national ecological cause.

Next, Tianlun Tian also joined hands with Audi to further demonstrate the social responsibility and brand height of Tianlun Tian's public welfare environmental protection undertaking through the way of planting trees and sand in the Inner Mongolia desert.

In recent days, Tianlun Tian has promoted water conservation projects, which are continuing to invest in public welfare activities.

Through a series of small public welfare activities to increase consumer confidence in the brand.

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< p > it is worth mentioning that the local outdoor brands can learn the power of "walking" by using the star's effect and expand the influence of public welfare activities.

In May 28th, the launching ceremony of the spiritual construction public welfare project, "walking power" launched by Chen Kun, was held at Tsinghua University in 2014. Xun Zhou, Sun Mian, Pan Shiyi and Wang Lifen attended the launching ceremony.

With the official opening of the fourth season "heart and trail Dunhuang" campaign, Northland is once again the only designated sponsor of the "walking power". This kind of public service activities under the aura of the stars can naturally attract more people's attention.

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