On November 25th, National Geographic City Outdoor Asia flagship store settled in Xidan Joy City, Beijing. A reporter from New Beijing News and Shell Finance saw that the iconic yellow boxes of "National Geographic" can be seen everywhere in the store, and the multimedia device at the entrance is created as a real scene of tundra terrain. Many consumers stop in front of LED electronic screens to watch historical images of the National Geographic Society.
National Geographic is a magazine founded by the National Geographic Society of America in October 1888, with a total of approximately 730 million readers worldwide. It is reported that the brand relies on National Geographic magazine and focuses on outdoor exploration. Every purchase made by consumers will support the work of the non-profit organization National Geographic Society, assisting scientists in continuously exploring the world, researching the environment, and carrying out educational work.
This new store, located in Xidan Joy City, is the flagship store of the National Geographic brand with the largest retail area in Asia. It specializes in urban outdoor and daily wear, and displays products such as plush clothing, sanitary ware, shirts, shoes, children's clothing, etc. A store staff member told a reporter from Beike Finance of the New Beijing News that many consumers who come here for shopping are also loyal readers of National Geographic magazine.
At the recent launch conference of Walt Disney's Greater China 2024 Consumer Products Department held in Shanghai, the company proposed a new strategy for cross-border business development, including helping overseas brands who want to enter the Chinese market to land. With the rise of outdoor sports culture in China, consumers hope to have more diverse consumption choices, and the layout of National Geographic brand in the Chinese market is an important manifestation of Disney's cross-border business development strategy.
According to a reporter from New Beijing News and Shell Finance, since 2019, National Geographic has been included in Disney's IP matrix. As an authorized brand of Walt Disney, National Geographic is operated in the mainland Chinese market by South Korea's Guoran Holdings and Dan Lingzhi Fashion Group. Its product line includes men's, women's, and children's clothing, as well as urban camping equipment in addition to clothing and accessories. It has over 350 stores worldwide and has currently settled in Beijing and Shanghai Nanjing and other places.