The “Beyond Greenfields: Cross-industry Innovation, Winning the Future” launch event was successfully held

 

        In recent years, with the rise in consumer demand and growing public awareness of outdoor activities, more and more people are participating in outdoor sports. At the same time, people’s concept of outdoor leisure has also been continuously evolving. Better personal experience, more engaging activity formats, and higher-quality content have gradually become the main criteria for outdoor enthusiasts.

        From January 16 to 19, the 15th ISPO Beijing 2019, Asia Outdoor Trade Show & Fashion Exhibition, was held at the China International Exhibition Center. On the 18th, the “Encounter the Future — Beyond Greenfields: Cross-industry Innovation, Winning the Future” launch event was grandly held on the Trend Stage of the exhibition. Attendees included Ms. Jiang Ying, CBO of Greenfields Network, Ms. Wang Shaohua, General Manager of China National Travel Magazine, Mr. Wu Tao from the International Ancient Trail Network, Mr. Xiao Bin, route surveyor of the Hengduan Skyway and hiking expert, Mr. Wang Zheng from WineSong Culture, and Ms. Alina from Love & Future.

 

        Established in 1998, Greenfields Network (www.lvye.cn) is one of China’s earliest outdoor platforms. Through organizing offline events and sharing content online, Greenfields has gradually developed into a professional outdoor service platform integrating PC, mobile, community e-commerce, and interactive communication. After 20 years of continuous development, Greenfields has become the largest outdoor activity platform in China, with well-known branded IP events such as the Green Mountains Action, Ski Burn Party, Charity Run, Family Camping, and Greenfields Lecture Hall in areas including mountaineering, hiking, skiing, self-driving, camping, exploration, and outdoor education.

        Ms. Jiang Ying, CBO of Greenfields Network, introduced the company’s development strategy for 2019. Greenfields will focus on strengthening cross-industry collaborations in areas such as culture, tourism, sports, FMCG brands, outdoor sports brands, automotive brands, scenic spots and campsites, and fun competitions, aiming to build mutually beneficial, in-depth strategic partnerships with resource partners. At the same time, Greenfields will actively develop, design, and adjust its activity product structure in a series of initiatives including family-friendly fun activities, comprehensive community services, outdoor knowledge education in schools, corporate outdoor programs, experiential self-driving tours, professional outdoor events, and environmental conservation activities, bringing more engaging, easier, and safer outdoor experiences to outdoor enthusiasts and brand partners. 

        Mr. Xiao Bin, route surveyor of the Hengduan Skyway and hiking expert, gave attendees a detailed introduction to the hiking route of the Hengduan Skyway expedition at the launch event. Stretching over 2,300 kilometers from north to south across four central provinces in China, the Hengduan Skyway allows participants to vividly experience the change of seasons and explore the rich biodiversity along the route, as well as the cultural traditions of 20 ethnic groups. Additionally, Mr. Xiao recommended the landmark book “The Great Hengduan: In Search of Sichuan, Yunnan, and Tibet.” In March 2019, Greenfields will collaborate with the Hengduan Skyway Organizing Committee to officially begin the open selection process for team members of the “Heading South? Hengduan Skyway Hiking Event.” From July to November, look forward to ten adventurers completing the trekking journey across the Hengduan Skyway on foot, becoming the first in China and possibly the world to fully traverse this route.

        Mr. Wu Tao from the International Ancient Trail Network introduced the concept and significance of the N3040 Global Cultural Tourism Corridor at the launch event. He announced plans for 2019 to create a world-class hiking route in China along the N3040 corridor, centered around the globally recognized 30°N latitude. This initiative aims to support poverty alleviation and rural revitalization through trail exploration and event organization, while collaborating to protect historical sites and ecological resources along the ancient trails.

        Since 2016, Greenfields Network, together with the International Ancient Trail Network and China National Travel Magazine, and in collaboration with renowned outdoor, travel, and cultural history experts, as well as with the support of volunteer organizations like Blue Sky Rescue, has formed the “China’s Top Ten Ancient Trails” evaluation panel. Each year, 10 ancient trails with tourism value and cultural significance—worthy of global promotion—are selected, and various levels of “Ancient Trails Marathons” are held on the most suitable hiking routes. To date, 30 uniquely featured ancient trails have been introduced, and the selection for China’s Top Ten Ancient Trails 2019 was also officially launched at this event.

        In addition to unveiling Greenfields’ key events for 2019, the launch event showcased highlights from past activities—including the Subaru Forest Exploration, Haituo Valley Camping Carnival, Greenfields Ice Lake Camping, Greenfields & Toread Green Mountains Action, Greenfields & Black Ice Green Mountains Action, Greenfields Burn Party, and Audi Owners Club—through numerous video presentations, giving attendees a more vivid sense of the appeal of Greenfields events.

        At the end of the event, witnessed by over ten media outlets, influencers, and more than a hundred outdoor enthusiasts, the 2019 series of Greenfields events were officially launched, marking the successful conclusion of the “Beyond Greenfields: Cross-industry Innovation, Winning the Future” launch event.