Outdoor Brand Camel Opens All Star Strategy

Camel brand, which has won the first place in outdoor sales of "double 11" for four consecutive years, has played a "star card" this year. Camel general manager Wan Jingang announced recently that Fan Bingbing has joined camel star Endorsement group Han Han, Tong Dawei and Fan Bingbing will warm up for the upcoming "double 11" e-commerce war, but they did not disclose the amount of signed contracts.

Last year's "double 11", clothing giant Camel camel With its men's shoes, women's shoes, outdoor and men's wear, we fought hard in the e-commerce world, and finally won the championship of clothing brand with sales of 420 million yuan. Camel's camel outdoor, with a sales volume of 90.28 million yuan, won the first prize in outdoor category, becoming the first outdoor brand of "double 11" for four consecutive years.

In addition to developing the brand's own e-commerce business, camel has also begun to expand categories and acquire the layout of the brand. It is understood that camel selects almost all categories of clothing with a single brand, including men's shoes, outdoor, men's wear, women's shoes and other categories. In 2013, it also acquired the online women's clothing brand "xiaochongmizi". King Kong He said that in the future, it will form a multi category and multi brand strategic layout, and form a group and platform operation.

"At present, the domestic outdoor sports are still in the initial stage of development. Choosing famous stars like Fan Bingbing will influence more people to understand and contact the outdoors. Out of consideration of the brand audience, camel, Han Han and Tong Dawei have attracted many female fans. This time, the choice of Goddess Fan Bingbing is very attractive to male fans. " Wan Jingang said that these three superstars have great help to camel's entity and e-commerce. Camel has more than 3800 physical stores in China. The decline of these stars' endorsement effect has improved the brand quality of the physical stores. In terms of e-commerce, camel is also more confident in dealing with the upcoming "double 11" e-commerce war.