Nine animal husbandry king: gorgeous turn from humane to personalized service
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From the "Nine Pastoral King Riding Cowherd's Ring Contest" to today’s evolving landscape of Chinese men’s experiential marketing, the journey reflects a deep understanding of consumer engagement and brand storytelling. As Sun Tzu once said, “In all warfare, the direct method is not always the best; by using the indirect, one may win.†The power of surprise, like the vastness of heaven and earth and the endless flow of rivers, lies in its ability to captivate and inspire. In an era of increasingly fierce competition, how can Chinese men’s marketing continue to "win with surprises" and maintain a lasting, ever-renewing impact? This has become a central focus for the industry.
Between November 1, 2009, and January 20, 2010, JiuMin Wang (China) Co., Ltd. launched the “Rui Change by Me, Enjoy the Life of Pants – 2009 JiuMing Wang Men’s Large Tour and Riding a Bullfighter National Challenge Cup,†a three-month event that concluded successfully. Spanning over 35 cities across more than 10 provinces—including Beijing, Shijiazhuang, Tianjin, Taiyuan, Lanzhou, Xi’an, Zhengzhou, Guiyang, Chengdu, Kunming, Guangzhou, and Shenzhen—the campaign generated significant attention within the industry.
The “Riding Bullfighter Challenge Cup†was more than just a contest; it was a vivid example of experiential marketing in action. It showcased the evolution of Chinese men’s marketing, where personalized service is becoming more prominent and visually appealing. Through the metaphor of “riding a bull,†Dr. Douglas B. Holt, in his book *Experiential Marketing*, explains that this approach engages consumers on multiple levels—senses, emotions, thoughts, and actions. It redefines traditional marketing by recognizing that consumers are not just rational beings but also emotional and sensory-driven. The experience before, during, and after consumption becomes a key element in shaping brand loyalty and customer relationships.
The “Riding Bull†activity involved contestants wearing JiuMin Wang denim casual wear, riding a machine that simulated a real bull. The challenge was to stay on the bull for the longest time, with winners being awarded prizes and even invited to experience Western cowboy life in the U.S. At each city event, JiuMin Wang not only displayed a wide range of men’s clothing but also used the opportunity to launch new products and offer on-site personalization services. VIP customers and attendees were invited into the store to try on new items and participate in online registration, uploading photos and videos to join the “Nine Jiu Mei National Selection†campaign.
Lin Cong Ying, Chairman of JiuMin Wang (China) Co., Ltd., emphasized that the “Riding Bullfighters Challenge Cup†allowed consumers to experience both the product and the lifestyle it represents. This deeper connection helps build stronger relationships between the brand and its audience. By engaging participants in fun, immersive activities, the brand communicates its values and product quality in a meaningful way. This initiative marks a new direction in experiential marketing, pushing the boundaries of how brands interact with their customers and fostering long-term growth.