GRASP? The First Kěyě China Border Self-Drive Relay Photography Exhibition Successfully Held

From January 27 to January 31, 2017, the First Kěyě China Border Photography Exhibition was successfully held. Organized by Beijing Keyi ZhiXuan Culture Communication Co., Ltd., all over 40 exhibited works were taken by Yu’er, the team leader of the 2017 Kěyě First China Border Self-Drive Relay Activity, and photographer Lin Yin.

       In 2017, Keyi ZhiXuan organized and completed the first Kěyě China Border Self-Drive Relay Activity. Over five months, 60,000 kilometers, and participation of more than 40 vehicles, with over 1,000 car enthusiasts signing up and attracting over 20 million user views, the event yielded more than 20,000 stunning photos. At the start of 2018, Keyi ZhiXuan carefully selected dozens of these photos for an exhibition in Beijing’s 798 Art District. Titled GRASPHuò (GRASP), the exhibition symbolizes that in 2018, everyone can seize what they aspire to—just as the photos captured fleeting moments, preserving beautiful scenes.

       In addition to organizing the Kěyě China Border Self-Drive Relay in 2017, Keyi ZhiXuan also established the Kěyě Self-Drive Themed Space in Beijing’s 798 Art District. It became a hub for local self-drive, travel, and outdoor enthusiasts, as well as various car clubs. Through extensive offline operations, community interactions, and research, the company developed effective offline big data analysis methodologies and results. Building on the maturely operated Kěyě Club and Kěyě Self-Drive Alliance, Keyi ZhiXuan also constructed the “Kěyě Self-Drive Shared Platform,” aiming to become China’s leading information hub for self-drive travel. It connects car owners with “experienced drivers,” car owners with self-drive tourism service providers, enabling more people to access diverse self-drive lifestyles. Additionally, through interest-based tagging and online-offline big data analysis, the platform provides Keyi ZhiXuan with broader dimensions, more precise audiences, and refined methods.

       As a strategic company capable of integrating online and offline resources to deliver customized marketing services, Keyi ZhiXuan specializes in tourism destinations, the automotive industry, and post-market marketing. It offers efficient and innovative solutions to brand clients and target groups, standing out in the industry with its high execution capability, sense of responsibility, and adaptability. Unlike traditional service firms, Keyi ZhiXuan founded its own brand, the “Kěyě Self-Drive Platform,” which includes modules such as the Kěyě Self-Drive Alliance, Kěyě Club, Kěyě Self-Drive Themed Space, Kěyě Experienced Drivers, Kěyě Campsites, and the Kěyě Self-Drive APP. By integrating resources from over 200 self-drive alliance clubs nationwide, Keyi ZhiXuan aggregated super-users among precise self-drive enthusiasts. These super-users, combined with unique branded resources and diverse integrated marketing approaches, deliver targeted services to automakers and brands.

       In 2018, let life be a little wilder! Keyi ZhiXuan will fully develop the Kěyě Self-Drive Platform to offer unique self-drive experiences for car clubs and enthusiasts across the country—unimaginable and extraordinary.

       Exclusive Interview with Ni Qingjiang, Founder of Keyi ZhiXuan & Kěyě Self-Drive

Reporter: What was the original intention behind Keyi ZhiXuan creating the Kěyě brand, and what kind of brand did you ultimately aim to build?

Qingjiang:The original intention of creating the Kěyě Self-Drive Platform was to offer extraordinary experiences to ordinary people. I’ve always loved self-driving, off-roading, and racing, but in 2013, I was involved in a serious car accident that impacted my life, health, and mindset. I decided to drive to Tibet alone. Throughout the journey, I encountered many people, events, and landscapes, realizing how different the world outside our usual environment truly is. This experience was unique, meaningful, and extraordinary, so I wanted to share it through the Kěyě platform to let more people experience it. Based on this vision, we began building the Kěyě Self-Drive Platform, including our offline Kěyě Self-Drive Themed Space, the online Kěyě Self-Drive Shared Platform, the Kěyě Self-Drive Alliance, the national Kěyě Self-Drive Campsites Alliance, and of course, the Kěyě Experienced Drivers. Our comprehensive Kěyě Self-Drive Platform, covering both online and offline systems, ultimately aims to allow those who love self-driving—or even wish to but haven’t had the chance—to experience the sights, cultures, and stories seen and traveled by others, whether online or offline.

Reporter: How does Keyi ZhiXuan identify and target specific audiences based on their preferences when building the Kěyě Self-Drive Platform?

Qingjiang:Our current Kěyě Self-Drive Platform spans both online and offline. Online, the Kěyě Self-Drive Shared Platform collects and organizes data through user-initiated input—for instance, users can fill in their interest tags, and we determine tag popularity based on the volume of responses. Offline, we established the Kěyě Self-Drive Themed Space, which in 2017 alone served over 30,000 visitors seeking self-drive travel consultations. Through these offline interactions, we gained insights into users’ travel preferences, personalized self-drive needs, and interests in specific scenic spots, routes, and modes of travel. Thus, by combining online and offline data collection and analysis, we strive to offer diverse, tagged travel options for self-drive enthusiasts. Our online platform also categorizes content by tags, such as off-roading, family trips, photography, and even niche interests like yoga and fitness. Overall, we provide personalized self-drive experiences through direct data analysis from both channels.

Reporter: What was the impact of the 2017 China Border Relay? How will the project continue in 2018?

Qingjiang:In 2017, the Kěyě Self-Drive Platform achieved something remarkable—the China Border Self-Drive Relay. Spanning five months, covering 60,000 kilometers, and drawing over 20 million viewers, with over 40 vehicles directly participating, the relay garnered immense attention within the off-road self-drive community. Throughout the event, we adopted a relay format where local drivers and clubs could join in. We incorporated diverse experiences, unique routes, and distinctive locations. The goal was to promote a new way of traveling and provide a platform where people could engage through videos, the photography exhibition, and in-person activities to experience this unconventional travel style. In 2018, we plan to divide the relay into different themes. Based on our 2017 experience, we discovered many beautiful, lesser-known places across China—rural areas, cities, and small towns—that differ greatly from typical tourist sites and conventional self-drive routes. Therefore, in 2018, our focus will be on uncovering hidden gems rich in beauty, culture, and storytelling. While participants in the “Kěyě China Border” relay can directly experience the nation’s stunning landscapes, those unable to join the actual journey can still engage through our social media, livestreams, and other online channels. Our ongoing photography exhibitions will continue, showcasing not just photos but also videos, interesting people, and stories we encountered—shared through offline events and online reports.

We hope more brands and individuals will participate. To us, the “Kěyě China Border” is not just a self-drive tour but a lifestyle offering a fresh experience. After the 2017 event, we established collaborations with many local tourism bureaus, attractions, and car clubs, and will integrate these with government-supported poverty alleviation and rural tourism initiatives to launch more content. Despite challenges, strong support from drivers, clubs, and brands leads me to believe that the 2018 “Kěyě China Border” will deliver exceptional excitement. I’m confident it will become a platform where people can explore China’s landscapes and experience unique ways of life.

Reporter: What are Keyi ZhiXuan’s plans for 2018?

Qingjiang:Staying true to our mission, we will focus on three main goals in 2018. First, we’ll replicate our offline themed spaces nationwide. In the coming months, Kěyě Self-Drive Themed Spaces will open in Shanghai, Guangzhou, and Qingdao, becoming genuine hubs for self-drive enthusiasts. Second, online, we’ll recruit and collaborate with unique influencers who bring their own characteristics and tags—these personalities will not only provide livestreams but may also lead routes during events. Third, we’ll continue developing the “Kěyě China Border” self-drive journey in 2018, allowing more people to join and discover new wonders.

Reporter: What is the unique advantage of Keyi ZhiXuan’s Kěyě Self-Drive Platform?

Qingjiang:Keyi ZhiXuan’s creation of the Kěyě Self-Drive Platform relies on three core teams. The first is our highly professional marketing team at Keyi ZhiXuan. The second is our specialized off-road self-drive team, which boasts significant influence, expertise, and capabilities in the field. The third is our content team, responsible for producing self-drive route guides, stories, and videos. Leveraging this content team, we build comprehensive media coverage. The Kěyě Self-Drive Platform aims to become a space where ordinary people can access extraordinary experiences—a vision we’ve upheld since inception. Looking ahead, through online-offline integration and collaborations with Kěyě Experienced Drivers, the Kěyě Self-Drive Alliance, the Kěyě Campsites Alliance, and the Kěyě Themed Self-Drive Festivals nationwide, we aim to deliver remarkable travel experiences to more people. We also hope to engage more individuals online, allowing them to enjoy and embrace the positive lifestyle promoted by Kěyě. Life can be a little wilder—beyond imagination!