American footwear brand Skechers is appealing to China’s outdoor sports fanatics with an offline event at Xiaohangkeng camping site in Zhejiang.
As well as a scenic group hike through the secluded hilltop next to the campsite, fans of the brand can also check in at an array of touchpoints, including a coffee stopover courtesy of Highway Wang. Customers who subscribe to the brand’s flagship store on the Tmall app can also enjoy a hefty discount on outdoor equipment as part of Tmall’s Annual Membership Day.
Xiaohangkeng, or “China’s first eco campsite” was created by Xiaohongshu, the Instagram-like lifestyle-sharing brand, to promote the national goal of rural revitalization. It also acts as an ideal spot for offline brand activations, as it was designed with Xiaohongshu’s trendy user base in mind.
“On the one hand, we are committed to ecological sustainability, and we integrate the concept of a circular economy into holiday practices. On the other hand, we want to connect urban and rural areas through this offer and help to attract visitors,” a Xiaohongshu spokesperson told Red Dot.
While Skechers has been channelling most of its energy in the Chinese market toward digital strategy in the past few years, it is still eyeing a significant brick-and-mortar expansion with 600 stores expected to open in China this year. Offline activations like the day of activities at Xiaohangkeng Camp act as a great companion to this, expanding the brand’s presence on social media and in young people’s minds.
