2017 camel will focus on "users, content, quality" to mobilize millions of users

“We need to calm down and find the direction we are focusing on.” On Friday, CAMEL Camel held the 2016 Summary Conference. Camel General Manager Wan Jingang proposed the 2017 strategy around three key “users, content, quality” and positioned the theme. "Focus."

At present, Camel has more than 20 million users, and has lived over a million days. Through the establishment of the internal organization of the “Camel House”, every employee will become an outdoor player and interact with more than 20 million camels.

The reporter learned from the relevant person in charge of camel that Camel House is "user-centered", which integrates various brands, new media, public relations, customer service, marketing and high-level departments, through new media, WeChat, customer service and other channels. Contents, activities and other forms have come to the fore. "Employees who are representative of the brand personality become the outdoor travel consultants of the users. Users can participate in outdoor activities through the camel outdoor club and the clubs of the Camel House Alliance." More high frequency, deeper interaction.

Looking back at Camel's 2016, by reorganizing the relationship between the organization and the users, working with professional outdoor organizations to build a community, establishing a life experience pavilion to provide experiential services, launching the highest-selling outdoor clothing items on the whole network, layout running In the sports market and so on, the camel won the double 11 shoes for the sixth consecutive year.

“The way to distinguish users today is no longer a product. It is a value.” Wan Jingang said that the relationship between the brand and the user has changed, and the way the product is presented has changed. “You should not lie quietly on the shelf. It is necessary to carry the content of the content to the user and connect with the user."

Camel General Manager Wan Jingang proposed that the 2017 strategy revolves around three key “users, content, quality”

The following is the content of Wan Jinang's speech:

Just bid farewell to 2016 and usher in a new 2017. I am very happy to be here with you to open this annual conference with the theme of "focus".

With the efforts of all of you, we have won the double 11 shoes and clothing championships without suspense this year. We have won the championship for six consecutive years. Men’s shoes and outdoor have won the category championships at the same time. Women’s shoes, men’s wear, etc. are also good. Results.

Standing on a new starting point, I would like to take stock of several major events in the 2016 camel. I still remember that the interview of Forbes (Chinese version) called us "the running camel". Now I look back at what we did right, what we did wrong, and summed up the lessons to be able to run faster.

Double 11 shoes and 6 consecutive championships

The secret is to shift from product orientation to user experience.

Many speeches by Ma Yun and Xiaoyao have emphasized the "new economy" and "new retail". This is a new trend. We need to embrace change, refactor the relationship between organization, refactoring and users. The Camel Life Experience Museum carries this great vision and is rapidly opening up across the country. Users can not only buy products, but also exchange outdoor information, outdoor experiences, and sign up for various outdoor activities provided by our outdoor clubs. By creating a rich experience-based service, this is a home that connects brands and users, making brands and users a consistent friend.

Secret 2, Fan Bingbing, and Yan Dawei are powerful assists

Now is the era of information explosion, consumers' minds can only store limited brands, that is the head brand. We chose the jacket as a breakthrough, and we have made great efforts in the research and development of fabric technology. Each year, nearly 100 professional mountaineers and outdoor people make pioneering assessments, helping us to establish product data models, timely product optimization, and upgrade iterations. This is why our jackets can win the German ISPO Awards and the US "Outside Outdoor" awards, which can firmly occupy the top position of sales. This year, we launched a blasting jacket, which was jointly recommended by the spokesperson Fan Bingbing and Yan Dawei. It has sold a total of 310,000 pieces, making it the highest-selling outdoor clothing item in the whole network. In the future, we will continue to adhere to this ultimate product strategy and continue to strengthen our position as a jacket.

Tip 3, join hands with outdoor clubs to create professional reputation

Camels are born for the outdoors, and we will continue to strengthen this direction in the future. To this end, we insist on independent research and development and the introduction of international big-name fabrics, constantly innovating iterative products, and also launched cooperation with the internationally renowned climbing organization American Mountain Club (AAC), continuing to sponsor American mountaineering coach Luke, Nepal Everest Guide Tianba, etc. Athletes support the development of folk outdoor sports. In the just-released "2016 China Outdoor Industry Annual Appraisal", we won the "China Outdoor Industry Leading Brand" award, and both the Jackets and the off-road running shoes won the "China Outdoor Equipment Award". These three awards are the best for us outdoors. Affirmation.

Tip 4, extending the layout of the running market

This year we made a bold extension to the running market, and spent a lot of effort to set up a research and development team and assessment team to create a series of more cushioning technology running shoes and a variety of running equipment. At the same time, we became the marathon partner of the China Athletics Association, set up a camel running group, signed professional runners, and went deep into the field of running sports, quickly establishing a brand reputation.

Camels have gathered men's shoes, outdoor, women's shoes, men's wear, children's wear, women's wear, etc., which is a giant in the footwear industry. Why do you still have to run the sports market? From the traditional product thinking, we don't seem to be rushing to expand the category. But from the user's point of view, running gear is a new demand arising from their pursuit of new lifestyles, we should satisfy the users and even lead more users to pursue this new way of life. So I am going to do this running market. It is not me, but the user who decides what the camel will do in the future.

Tip 5: Embrace the live stream, innovative marketing model

Users always need a sense of freshness, which requires us to innovate. In the first half of last year, we made the theme marketing campaign of “Young Must Be Wild”. For the first time, we adopted the hands-on function, VR technology, etc., which brought consumers a new experience and effectively conveyed the brand’s youthful wild pursuit of freedom and pursuit of adventure. The idea of ​​achieving the goal of brand rejuvenation. This case also won the Golden Mai Award, which is known as the e-commerce Oscar, because of its remarkable effect. ,

As the live broadcast became a new outlet, our marketing keywords became "contentized, high-quality live broadcasts" in the second half of last year. We made a live broadcast of Qian Feng, Yan Dawei, a live broadcast of the Internet, a knowledge-sharing live broadcast, and a shopping guide. The contentized and high-quality live broadcast has subverted the communication mode between the brand and the user, greatly improving the user's stay time in the store, laying a foundation for boosting the popularity of the store and promoting sales transformation.

The three key points of 2017: focus on "user, content, quality"

The big things about camels are more than these. I just pick a few pieces that I think are worth paying attention to. These events convey our philosophy that the running camel has been changing, but the constant is that we always focus on the needs of users. The theme of our annual meeting today is "focus" and it is also felt here. In the past 2016, I felt that the whole Internet was anxious. This kind of anxiety spread and made the society particularly impetuous, which made it easy to find directions. At this time, we need to calm down and find the direction we are focusing on. The three key words I gave to camels in 2017 were: focusing on users, focusing on content, and focusing on quality.

Keyword 1: Focus on users

The way to distinguish users today is no longer a product. It is the value. Camel users are a group of people who pursue the same values, like outdoor, dare to risk, and dare to pursue. Therefore, we not only produce one piece of product, but we need to serve the life of users building the same values. Therefore, the relationship between us and the users is no longer a single silence, but a two-way interactive multi-relationship, like family, friends, love, temperature.

Keyword 2: Focus on content

Our relationship with our users has changed and the way products are presented has changed. The product should not lie on the shelf quietly, but instead carry the content of the content to the user and connect with the user.

Keyword 3: Focus on quality

Quality is the cornerstone of the brand, and this must be adhered to at all times. Of course we have a mature mechanism to manage the supply chain and ensure quality. But the more advanced mechanism is that when we establish a strong interactive relationship with users, we can gradually love our users from the heart, and we will polish every product with great ingenuity. And this strong interaction with users will in turn urge us to constantly improve the quality of our products.

At present, camels already have more than 20 million users and live over a million. During this time, I have been thinking about how to reconstruct our relationship with users from the organizational structure. To this end, we have integrated various departments and established the “user-centered” camel home. From high-level business units to product developers, from customer service to marketing personnel, everyone must become an outdoor player, and we must 20 million member users play together and interact. Through the values, content, products, multi-touch connection with the user, the camel becomes a brand that leads the outdoor healthy life. This move is good, it will be the biggest breakthrough for our future growth, and 2017 will become the most exciting year.

With the advent of the new economic era, online and offline patterns have been set, but there are still many unknown challenges and opportunities. Following the glory of 2016, we hope that our new "Camel House" will start from the heart and continue to focus on the development of the company, focusing on the users, focusing on the value content, focusing on product quality and creating a hundred-year-old camel!

Today is the moment for our camel people to gather together, I hope everyone will have fun! I am here to give you a good early in advance, I wish you all a smooth job, good health and happy family! Happy new year! thank you all. Thank you!

Editor in charge: Yang Bo