The Chinese polar travel pioneer "Polar Beauty," which has just received investment from Trekker, officially announced that it will undergo a strategic upgrade in 2015, comprehensively defining and entering the "light adventure and nature travel" market. At a recent media briefing, Zhou Mo, General Manager of Polar Beauty, joked: "Everyone has an 'adventurous heart,' but not everyone has the courage or ability to go on adventures. The tourism industry should not be limited to providing customers with simple 'check-in' services, but should meet and even stimulate their true, deeper needs — that is, to 'explore and discover' the unknown world."
("Polar Beauty" defines "light adventure travel," driving innovation and upgrading in the tourism industry)
Industry experts believe that the "light adventure travel" defined by "Polar Beauty" is a travel experience aimed at exploring and discovering the unknown world, guided by natural and cultural elements, and achieved through safe, comfortable means in the spirit of "traveling ten thousand miles and reading ten thousand books." It combines the characteristics of understanding the world and leisure entertainment, and fits very well with market development needs. After more than 30 years of development, China's tourism industry still hasn't moved beyond the basic stage of "checking in." This time, "Polar Beauty" has clearly proposed the model of "light adventure travel," which will bring a wave of business innovation and ideological transformation to the domestic tourism industry. It can guide people to truly understand nature, stimulate the inner self, promote personal growth, and thus return to the essence of travel.
As a top-tier outdoor brand operator in China's outdoor industry, Trekker began laying out the strategic construction of an "outdoor ecosystem" in 2014. After acquiring the Green Field Network, it made a strategic investment in "Polar Beauty" through capital increase, hoping to leverage "Polar Beauty’s" experience in light adventure travel in the polar regions to jointly develop the "light adventure and nature travel" market. The investment in "Polar Beauty" is also intended to drive improvements in the service standards of comprehensive outdoor travel service platforms, serving as an exemplary case in perfecting supplier admission systems and service standardization. Regarding this strategic transformation of "Polar Beauty," Trekker expressed full support for "Polar Beauty" in pioneering new business models. Sheng Faqiang, Chairman of Trekker, said that "Polar Beauty" has ushered in an era where outdoor culture and activities are integrated, elevating the spiritual dimension of outdoor sports and representing a sublimation of the concept of travel. The "light adventure" market has enormous potential for growth, and Trekker will fully integrate resources to help "Polar Beauty" jointly promote the upgrading and development of China's tourism industry.