's brand promotional video "Back Outdoors" released at the Spring Equinox emphasizes the joy of "removing meaning" and breaks the boundaries between outdoor and life, making the brand's lightweight outdoor strategy more tangible and tangible for consumers. . This time, the collaboration between Jiaoxia and Yang Mi, who have known each other for ten years, demonstrates the brand’s determination to continue to penetrate all people and categories, conveying to the outside world the tone and texture that a lifestyle brand should have.
1. Ten years of accumulation, a two-way journey between brands and spokespersons
Since the launch of the first l.r.c™ coated small black umbrella in 2013, Jiaoxia has been embarking on a journey of outdoor exploration through category innovation and technological progress.
Ten years ago, Jiaoxia established a cooperative relationship with national-level actor Yang Mi to promote its first single product "little black umbrella" and successfully captured the minds of the new generation of sun protection umbrellas. Starting from sun protection, Jiaoxia has successively expanded into other categories and established a lightweight outdoor brand mentality.
In the past ten years, as an actor with a high reputation, Yang Mi has been challenging and surpassing herself, constantly trying different themes and types of roles, and constantly expanding her boundaries and possibilities as an actor. In the past ten years, Jiaoxia has started from large sunscreen products and gradually created a full category of "lightweight outdoor", accumulating four major product advantages of antitec protection technology, lightweight technology, lightweight design, and lightweight sets, covering one kilometer The four major scenarios of living area, urban outdoor, suburban outdoor and mountain outdoor continue to meet the outdoor equipment needs of "all seasons, all regions and all people". The growth story of actor Yang Mi and the development history of brand Jiaoxia have coincident growth curves.
In terms of temperament and audience, spokesperson Yang Midu has many similarities with Jiaoxia. In terms of temperament and spirit, both the brand and its spokespersons maintain a positive attitude and always pursue growth and progress. The spokespersons have been polishing their works and honing their skills for ten years. Through the construction of "lightweight outdoor" omni-channel scenes and content , leading the public to go outdoors and embrace the sun; Yang Mi's "truth" and "dare" are very consistent with the brand spirit advocated by Jiaoxia. In terms of audience, Yang Mi’s product has a very high national popularity, while Jiaoxia promotes lightweight outdoor products to all people, and continues to expand all offline business formats including physical stores, leading supermarkets, self-owned camps, and unmanned retail. , committed to making lightweight outdoor an accessible part of public life.
2. The brand "combination boxing" takes a step further on the road to becoming a lifestyle brand
As the pioneer and leader of the lightweight outdoor concept, since March last year, Jiaoxia has been based on user needs, from industry, culture, Emotion and many other dimensions have been used to create a series of brand "combination punches" to convey to the outside world the tone and texture that a lightweight outdoor lifestyle brand should have.
Jiaoxia has been laying out lightweight outdoor racing tracks for ten years, starting from sun protection. Jiaoxia's brand promotional video "The Order of Insects" released in 2023 is like a powerful call, launching a blockbuster single product "all-terrain outdoor shoes"; in the same year, it officially announced Jay Chou as the spokesperson, composing an outdoor version belonging to the new era. "Simple Love" released the "Lightweight Outdoor Industry White Paper". Jiaoxia continues to expand the imagination of the outdoors with products and brand actions, demonstrating the improvement of its product matrix capabilities in the five core categories of clothing, umbrellas, accessories, shoes, and supplies. Its business has expanded from one-season business to year-round business, and its users have also expanded to the entire population. .
Yang Mi, the new spokesperson officially announced in 2024, whose personal image and overall texture are also consistent with Jiaoxia’s long-term philosophy. Over the years, Jiaoxia has continued to explore a variety of innovative lightweight materials to make sun protection clothing lighter, more breathable, comfortable and portable. With its insight into user needs, it has become the first brand to propose lightweight outdoor concepts and system solutions. Jiaoxia continues to build multi-purpose, cross-scenario, lightweight and portable lightweight outdoor product solutions for users from multiple dimensions such as lightweight technology, lightweight design, and lightweight sets, achieving a breakthrough from product to life. .
With this series of brand actions, Jiaoxia continues to consolidate its position as a "lightweight outdoor leader", reaching all categories and all people, demonstrating the proper meaning of a "lightweight outdoor lifestyle brand".
Currently, China’s lightweight outdoor population has reached 500 million, and it is expected that the number of people participating in outdoor activities will continue to expand in the future. Lightweight outdoor is becoming a normal lifestyle for the public. Jiaoxia uses protective technology accumulated over ten years to continuously break through conventional settings and accompany more users to easily go out, embrace the sun, and enjoy life.
As the pioneer of lightweight outdoor, Jiaoxia is committed to providing solutions for all outdoor scenarios, allowing people to obtain pure outdoor fun in a more relaxed and comfortable way, and accompanying more users to experience the reality and beauty of the next decade.
