In December, in Shanghai's Zhangyuan Garden, surrounded by skyscrapers, people were attracted by a chic urban skiing in front of the alleys between the red brick buildings.
Skiers leap up from a height on their skis and glide down the narrow iron railings, feasting the eyes of the spectators with thrilling and difficult skiing maneuvers.
The offline street pop-up event is hosted by the North and is called the "Street Gimmick" Urban Ride. Among the competitors are not only skiers, but also former national team athletes Zhang Tong, snowboarders Yan Yong and Zhang Lin lead the skiers to open the slopes.
At this moment, the snow-capped mountains and glaciers merged with the streets of Shanghai.
In the north, through Taobao's mature private domain ecology, online and offline are stitched, building a bridge between the snow-capped mountains and the downtown area. Under the banner of outdoor sports, the Tmall flagship store in the north has more than 6 million fans. In the past Tmall Double 11, Beimian has become the TOP1 brand for members in the outdoor industry this year.
The private domain layer spawned by outdoor heat
In 2023, the key word for outdoor consumers in sports is "upgrade".
In the past, people used to run and exercise near the community, but now they prefer fresh outdoor sports such as hiking and mountaineering, fishing is popular in summer, skiing is in love in winter, and skydiving is at the top of the list of activities that people want to try the most.
With the abundant demand, consumers have deeper and more hardcore requirements for outdoor sports, and the equipment tends to be black technology products, and the professional requirements for outdoor sports are getting higher and higher.
In order to comply with this outdoor trend, North Face provides professional guidance on outdoor sports and equipment for consumers. Two years ago, when most domestic consumers failed to ski every winter, Beimian recreated the skiing scene on the streets, held ski flash mobs in core cities many times, and set ice and snow as one of the key items to guide consumers to understand skiing in more depth.
In terms of products, the north face also gives a professional hardcore design. With SUMMIT series products as a classic representative, using 800 puffy goose down + pertex technology fabric, the main warm and waterproof, this series of products by professional athletes, explorers for field testing, wear more lightweight and more protective, can easily be used in snowy mountains, rain and snow extreme cold and other severe scenes.
In the general trend of outdoor consumers, it is obvious that they are more popular and younger, and the post-85s and post-90s have become the main consumer force. In recent years, North Face products have become popular many times, and once the "North School Uniform" detonated on the streets, which also shows that outdoor brands need to firmly grasp young people. The north side leads people to experience the outdoors in depth and conduct professional outdoor training through a variety of offline outdoor activities, such as special cross-country running, mountain festivals and rock climbing days held every year.
Help consumers understand the outdoors better. The north side has attracted a group of middle- and high-income consumers who like outdoor sports, as well as young and trendy users who pursue an outdoor lifestyle.
In order to solve their increasingly subdivided outdoor needs, North Face also pays attention to the trend design of products. The North products are divided into outdoor professional and outdoor leisure series, in addition to Urban Exploration (UE series) to provide high-quality equipment for urban explorers, with fashion attributes in design, more casual, more functional urban design UE series, every quarter there are many new highlights to show consumers, attracting more new guests and repeat customers to consume.
From the perspective of the overall outdoor market, consumers are more diversified, layered and complicated in outdoor sports. Most of these consumers will grasp both hardcore and leisure sports, hardcore outdoor and lightweight outdoor have developed, occasionally do extreme sports, such as diving, skiing or surfing, and will also ride in the city on weekdays, their requirements for outdoor sports are not only more professional, but also pay more attention to activities with people who have the same hobbies.
This gives outdoor brands the opportunity to gather fans, and the north takes advantage of the opportunity to gather outdoor crowds, and the most important means of gathering crowds is to create a private domain for members.
In the past two years, with the layout and development of e-commerce, the entire global membership was completed last year, and the membership infrastructure was successfully built.
If it is said that after gaining insight into the outdoor crowd, Beimian launched corresponding activities and products in a timely manner, and stepped on the consumer market trend at every step, which is the basic operation of the brand. So how to match its own products with consumers in demand, and can make people trust to complete the transaction, is the most important thing, and the most effective means of the latter is the private domain of members.
Online and offline, linkage to break the circle
During the Double 11 period, among the store transactions in the entire outdoor industry, Beimian had the highest proportion of member contributions, because Beimian understood consumer needs and found the triple password to drive outdoor consumption in the operation of members' private domains.
First of all, in terms of membership benefits, North Side combines the brand's unique outdoor experience, and will provide outdoor places for offline activities to online Tmall members, so that they have the opportunity to sign up for offline outdoor activity experience. Members also have exclusive customer service, providing 1V1 interactive communication for members and answering questions related to products and outdoor. In this way, the north has formed a complete layout of member rights and interests to drive members' repurchase and transactions.
Next, how to let consumers understand these rights and interests is a more serious problem. This year, Beimian has built a matrix of membership tools through many private domain membership tools co-created with Tmall. In the north of Taobao's private domain, there are accurate on-site delivery, media delivery and content delivery to reach users, and in the Tmall store, through the member center page and the store's homepage, the new private domain tool launched this year is used to expose the full number of member rights and interests.
The most representative private domain tool is the North Member Discovery Group, which allows members to form their own groups to experience outdoor activities. Consumers can invite friends through the Discovery Group, and when new users come in, they can complete outdoor sports together. When members successfully participate in outdoor activities, the sports mileage of these outdoor skiing, cross-country running and other sports can also be uploaded to the sports mileage through the Tmall sports interface, and consumers can accumulate more sports mileage by browsing the online store to purchase additional purchases and purchase designated products.
In the process, Beimian continues to expand the number of members, attract more outdoor enthusiasts, let members fall in love with the outdoors through the brand, and complete brand transactions.
Like an Ouroboros connected from end to end, consumers realize the user link of offline and online circulation through the interactive method of online group + outdoor adventure + online purchase.
The most attractive thing about outdoor sports is the real life experience, and through the extreme experience of the outdoor scene, the north side deepens the user link between the brand and members. In the near future, consumers can sign up for the Northern Aurora Tour at the Tmall flagship store, where professional athletes will lead a polar expedition, go to the Arctic to watch the Aurora, participate in hardcore projects such as skiing, ice climbing, and polar photography, and experience a once-in-a-lifetime peak journey.
The ultimate pinnacle scene experience, coupled with professional outdoor sports program design, allows consumers to have a psychological halo effect in the exciting offline activities, promotes the deep connection between members and brands online and offline, and users also have a deeper emotional connection with Beimian.
This kind of offline and online scene linkage cycle is constantly staged in the outdoor vertical sports circle. In the process of growing together with consumers, Beimian has completed the outdoor circle breakthrough and successfully gathered different groups of people into Taobao's private domain.
Let more young consumers fall in love with the outdoors
For today's outdoor consumers, they not only have subdivided scene needs, but also hope that an outdoor product can be suitable for more scenarios such as work, life, and outdoors, and are more inclined to be used in pan-sports scenes, pursuing more than one dress. They need outdoor clothing that can be worn both on a daily OOTD basis and outdoors in a dedicated sports venue.
When consumers encounter outdoor scenes that are superimposed on their own interests, such as outdoor travel and camping for people who love hiking, they will be more interested in related products. In response to this demand, Taobao Private Domain's crowd grouping tool can provide users with some accurate vertical tags, such as outdoor enthusiasts, ski enthusiasts, etc., and Beimian will select user tags suitable for the brand to do targeted reach, making it easier for users to accept this kind of scenario-based content planting.
It is very easy for consumers to plant outdoor sports products through content scenarios, and it is very important for outdoor brands to guide them to in-station transactions through off-site content, and it is even more important to combine the transformation of grass-planting content with products.
This year, Beimian redid content in Taobao's private domain, using short videos, live broadcasts and other popular media methods to help increase fans and attract new users. As early as August last year, when Beimian and Tmall cooperated for the first time on Tmall Member Day, they launched offline outdoor professional teaching content to the Tmall Internet Center. In terms of overall content, it will also distinguish the user's sports scenes, such as skiing, cross-country running, mountaineering and other core outdoor scenes, which will be taught by professional athletes.
The advantage of content planting is that, first, through browsing these contents, members can understand outdoor expertise, and the brand will make professional product recommendations for video grass planting scenes. Second, members can get interactive points through content browsing, which helps to do the subsequent growth of member stickiness.
For example, in the ski series, from shallow to deep, from the introduction of ski scene equipment, to the selection of snowboards and snowboards, advanced ski practice Xi, wild snow route precautions, etc., the entire vertical sports content is introduced in detail, and members will also have expectations for outdoor sports in the process of planting grass in the online scene.
And consumers who join the North Face Club will also have a better outdoor living experience. Maybe some online private domain members have not experienced trail running before, but got the opportunity to run TNF 100 trail through Taobao private domain, which allows ordinary consumers to experience the first trail running in their lives.
With offline outdoor activities and online professional content, Beimian interacts with consumers as an outdoor guide, allowing members to grow step by step from a novice who has no knowledge of the outdoors to an outdoor god, helping consumers have a growing outdoor experience and allowing consumers to experience better outdoor sports.
In the in-depth cooperation with Taobao private domain, Beimian has also promoted the in-depth planting of consumers' outdoor scenes through online and offline linkage, forming a new model of two-way interaction between brands and consumers, so that the concept of panoramic links in members' private domain is deeply rooted in the hearts of the people, and a new way of outdoor life is implanted in the minds of consumers.