From January 27 to January 31, 2017, the First 'Ke Ye' China Border Photography Exhibition was successfully held. The exhibition was organized by Beijing Keyi Zhixuan Culture Communication Co., Ltd., and all over 40 exhibited works were taken by Yu’er, the leader of the 2017 'Ke Ye' China Border Self-Drive Relay event, and photographer Lin Yin.
In 2017, Keyi Zhixuan organized and completed the first 'Ke Ye' China Border Self-Drive Relay event. Over five months, 60,000 kilometers were covered with more than 40 vehicles participating, attracting over 1,000 vehicle enthusiasts to sign up and garnering over 20 million user views, leaving behind more than 20,000 stunning photos. At the start of 2018, Keyi Zhixuan selected dozens of these photos for an exhibition in Beijing’s 798 Art District. Titled GRASPGrasp, the exhibition symbolizes that in 2018, everyone can seize what they wish to attain—just as the photos captured fleeting moments, preserving beautiful scenes.
In addition to organizing the 'Ke Ye' China Border Self-Drive Relay in 2017, Keyi Zhixuan also established a 'Ke Ye' self-drive themed space in Beijing’s 798 Art District, becoming a hub for Beijing’s self-drive, travel, outdoor enthusiasts, and various car clubs. Through extensive offline operations, community interaction, and research, they developed effective methodologies and results for offline big data analysis. Building on the well-established 'Ke Ye' Club and 'Ke Ye' Self-Drive Alliance, they also constructed the 'Ke Ye Self-Drive Shared Platform,' aiming to become China’s leading information hub for self-drive travel—connecting car owners with “veteran drivers,” and car owners with self-drive tourism service providers, thus enabling more people to engage in a colorful self-drive lifestyle. Additionally, through the platform’s interest-based tagging and online-offline big data analysis, it provides a broader scope and more precise targeting for Keyi Zhixuan’s services.
As an intelligent company capable of integrating online and offline resources to offer customized marketing services, Keyi Zhixuan focuses on travel destinations, the automotive industry, and post-market marketing fields. It delivers efficient and innovative solutions for brand clients and target groups, distinguishing itself in the industry with high execution, responsibility, and adaptability. Unlike traditional service companies, Keyi Zhixuan created its own brand, the 'Ke Ye Self-Drive Platform,' which includes modules such as the Ke Ye Self-Drive Alliance, Ke Ye Club, Ke Ye Self-Drive Themed Space, Ke Ye Veteran Drivers, Ke Ye Campsites, and the Ke Ye 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 proprietary brand resources and diversified integrated marketing methods, deliver targeted services to car manufacturers and brands.
In 2018, let life be a little wilder. Keyi Zhixuan will fully develop the 'Ke Ye' Self-Drive Platform, offering unique self-drive experiences to car clubs and enthusiasts across the country—unimaginable and extraordinary.
Exclusive Interview with Ni Qingjiang, Founder of Keyi Zhixuan & Ke Ye Self-Drive
Reporter: What was the original intention behind Keyi Zhixuan creating the 'Ke Ye' brand, and what kind of brand did you ultimately aim to build?
Qingjiang:The original intention behind creating the 'Ke Ye' Self-Drive Platform was to provide extraordinary experiences for 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, body, and mindset. I decided to drive to Tibet alone, and during the journey, I encountered many people, things, and landscapes. I realized that the world outside is entirely different from our usual living environment. This experience was unique, meaningful, and extraordinary, so I wanted others to have similar experiences through the 'Ke Ye' platform. Based on this vision, we began building the 'Ke Ye' Self-Drive Platform, including our offline 'Ke Ye' Self-Drive Themed Space, the online 'Ke Ye' Self-Drive Shared Platform, the 'Ke Ye' Self-Drive Alliance, the national 'Ke Ye' Self-Drive Campsite Alliance, and of course, the 'Ke Ye' Veteran Drivers. Our comprehensive online-offline 'Ke Ye' Self-Drive Platform is ultimately designed to allow those who love self-driving—or even those who want to but haven’t had the chance—to experience the sights, cultures, and stories seen and traveled by others, either online or offline.
Reporter: How does Keyi Zhixuan target specific audiences based on different preferences when building the 'Ke Ye' Self-Drive Platform?
Qingjiang:Our current 'Ke Ye' Self-Drive Platform covers both online and offline aspects. Online, there's the 'Ke Ye' Self-Drive Shared Platform, where we gather and organize data through user-initiated input—for instance, users can fill in their interested tags, and we determine which tags reflect popular interests based on their frequency. Offline, we established the 'Ke Ye' Self-Drive Themed Space, which in 2017 alone served over 30,000 visitors seeking self-drive consultation. Through these offline interactions, we learn about users’ travel preferences, personalized needs for self-driving, and their interests in certain scenic spots, routes, or modes of travel. Thus, we use both online and offline methods for data collection and analysis, striving to offer diverse, tag-based travel options for self-drive enthusiasts. On the online platform, content is categorized 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 online-offline data insights.
Reporter: What was the impact of the 2017 China Border activity? How will the border project continue in 2018?
Qingjiang:In 2017, the 'Ke Ye' Self-Drive Platform accomplished something remarkable—the China Border Self-Drive Relay, spanning five months, covering 60,000 kilometers, and attracting over 20 million views. With over 40 vehicles directly involved, the event garnered significant attention within the off-road self-drive community. The relay format allowed local drivers and clubs to participate throughout. We incorporated numerous unique experiences and routes across different locations. Through this event, we aimed to promote a new way of traveling, providing a platform where people could engage via videos, the photography exhibition, or actual offline activities to experience this distinctive travel style. In 2018, we plan to explore different themes along the border. Building on the 2017 experience, we discovered that China has countless beautiful, lesser-known places—rural areas, small towns, and cities—that differ greatly from typical tourist spots or conventional self-drive routes. Thus, in 2018, we’ll focus on finding beautiful, cultural, story-rich villages that are under the radar. For those who can join the 'Ke Ye China Border' journey, they’ll experience the nation’s breathtaking landscapes firsthand. For those unable to participate physically, they can still engage through online media, livestreams, and other digital means. We’re also continuing the photography exhibition, which will feature not only photos but also videos and stories of interesting people and encounters along the way—shared through offline events and online reports.
We hope more brands and individuals will join us. For us, the 'Ke Ye China Border' isn’t just a self-drive trip—it’s a lifestyle and a new experience. After the 2017 event, we formed collaborations with many local tourism bureaus, attractions, and car clubs, and will integrate government initiatives for poverty alleviation and rural tourism to develop more content. Despite many challenges, the strong support from drivers, clubs, and brands convinces me that the 2018 'Ke Ye China Border' will deliver exceptional excitement. I believe it will become a platform for experiencing China’s beauty and alternative lifestyles.
Reporter: What are Keyi Zhixuan’s plans for 2018?
Qingjiang:In line with our original intent, we’ll focus on three main objectives in 2018. First, we’ll replicate our offline themed spaces nationwide. In the coming months, 'Ke Ye' Self-Drive Themed Spaces will open in Shanghai, Guangzhou, and Qingdao, becoming real hubs for self-drive enthusiasts. Second, online, we’ll recruit and collaborate with influencers who have unique, personalized tags—these individuals will offer livestreams and may even lead routes during events. Third, we’ll continue developing the 'Ke Ye China Border' self-drive journey in 2018, allowing more people to explore and discover.
Reporter: What makes Keyi Zhixuan’s 'Ke Ye' Self-Drive Platform uniquely advantageous?
Qingjiang:Keyi Zhixuan’s 'Ke Ye' 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 commands strong influence, expertise, and capabilities in the field. The third is our content team, responsible for creating self-drive route guides, stories, and videos. Based on these teams, we produce comprehensive media content. The 'Ke Ye' Self-Drive Platform aims to offer extraordinary experiences to people in the ordinary world—a founding principle. Looking ahead, through online-offline integration and collaboration with 'Ke Ye' Veteran Drivers, the 'Ke Ye' Self-Drive Alliance, the 'Ke Ye' Campsite Alliance, and the 'Ke Ye' Themed Self-Drive Festivals, we’ll provide remarkable travel experiences for more people. We’ll also engage more individuals online, allowing them to enjoy and embrace the positive lifestyle promoted by 'Ke Ye.' Life can be a little wilder—beyond imagination.