Figure 2 Luo Xuejuan hiking and crossing with outdoor enthusiasts
It is reported that the event lasted three days, from December 6 to 9. The 50 participants were divided into five groups, each competing to be the first to reach designated locations. “Challenging the crossing activity with many others who share the same passion, while enjoying the winter scenery of the desert, pushing my own limits, and even winning prizes — it’s exciting,” an enthusiastic participant told reporters. To encourage the players, the organizers also offered hundreds of thousands of yuan in prize rewards.
It is understood that this Kubuqi Desert crossing event was jointly created by the renowned outdoor brand CAMEL骆驼 and Taobao Sports, aiming to build a professional sports platform widely accessible to outdoor enthusiasts. “We want more ordinary people to participate in outdoor activities,” CAMEL骆驼 General Manager Wan Jingang said emotionally. “Currently, many think outdoor sports have high barriers, and though they want to join, they stay away. In fact, the outdoors is not a privilege for a few, but an activity that is approachable and inclusive for everyone.” In early 2013, CAMEL Outdoor invested tens of millions to launch Han Han as its brand ambassador, which sparked intense debate within the industry and society. “Some believe Han Han is not professional enough in outdoor fields and is too mainstream.” However, Wan Jingang believes it is precisely Han Han’s mass appeal that encourages more ordinary people to pursue their “outdoor dreams.”
At the closing ceremony, reporters interviewed several team members, all of whom expressed great anticipation for the winter desert crossing. Compared to seasoned outdoor veterans, the less experienced newcomers were somewhat nervous and privately sought advice from the “veterans.” “By organizing such events, we aim to facilitate exchanges between experienced outdoor enthusiasts and beginners who love the outdoors. Making the outdoor festival a platform for outdoor lovers to connect is one of our key goals,” a Taobao Sports organizer in charge of the event told reporters.