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Zhou Longqing’s earlier career work · Not a current SimpleMkt client project

Marketing strategyOutdoor apparel

KAILAS 5000GT: Alpine Down Jacket Campaign

Outdoor apparelCreator marketingAudience strategyPaid media
View original slides in Chinese ↓

The brief

The Q4 2024 plan addressed two audiences with different reasons to buy a down jacket. Experienced outdoor consumers prioritized warmth, wind protection and technical construction. A wider outdoor audience also cared about travel, appearance and versatility.

KAILAS needed to make the 5000GT's alpine credentials clear while giving people outside the specialist community a reason to consider it. Zhou Longqing led the strategy.

The approach

The plan began with demanding outdoor situations, using product testing and alpine equipment content to establish credibility. It then broadened into snowy destinations, lakeside camping, hiking and outdoor styling.

The product story centered on 1000-fill-power goose down, a lightweight design and protection in cold, damp conditions. Creator selection followed the same progression: technical reviewers first, followed by outdoor lifestyle and styling creators.

Content and media plan

  • October: Technical reviews, high-altitude equipment guides and mountain photography to build product understanding.
  • November–December: Travel, camping, hiking and styling content to widen relevance.
  • Audience allocation: 50% core outdoor audiences, 30% brand and category audiences, and 20% warmth and styling audiences.
  • Monthly media allocation: RMB 180,000 in October and RMB 210,000 in each of November and December, with a growing emphasis on conversion.

Measurement

The project material lists 18.75 million-plus impressions, a CPM below RMB 40, an improvement in brand association ranking from ninth to the top three, and A3-to-A4 conversion above 2%. A3 and A4 refer to interested and purchasing audiences in the platform's audience framework.

The strategy connected each content phase to a specific audience and measurement goal, keeping product credibility central as the campaign expanded beyond specialist consumers.

Original project slides

These slides are from the original Chinese presentation. The English overview above explains the brief, approach and project figures.

KAILAS 5000GT: Alpine Down Jacket Campaign — original Chinese slide 1
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