Greenfield’s “Cross-Border New Experience, Innovation for the Future” Press Conference Successfully Held

 

       In recent years, with the rise in consumer demand and growing public awareness of outdoor activities, more and more people have been participating in outdoor sports. Meanwhile, people’s concepts of outdoor leisure have also continued to evolve. Enhanced personal experience, more enjoyable activity formats, and higher quality content have gradually become the main criteria for outdoor enthusiasts.

       From January 16 to 19, ISPO Beijing 2019, the 15th Asia Outdoor & Fashion Exhibition, was held at the China International Exhibition Center. On January 18, the “Encounter the Future – Greenfield ‘Cross-Border New Experience, Innovation for the Future’” press conference was successfully convened on the Trend Stage of the exhibition. Attendees included Ms. Jiang Ying, CBO of Greenfield Network; Ms. Wang Shaohua, General Manager of China National Travel Magazine; Mr. Wu Tao from the International Ancient Road Network; Mr. Xiao Bin, trail surveyor of the Hengduan Skyway and hiking expert; Mr. Wang Zheng from WineSong Culture; and Ms. Alina from Youai Youweilai.

 

       Founded in 1998, Greenfield Network (www.lvye.cn) is one of China’s earliest outdoor platforms. Through organizing offline events and sharing online content, Greenfield has gradually developed into a professional outdoor service platform integrating PC, mobile, social e-commerce, and interactive media. With 20 years of continuous development, Greenfield has now become the largest outdoor activity platform in China, and has established a number of well-known branded IP events in the industry, such as the Green Mountain Action, Skiing Roast Gathering, Charity Run, Family Camping, and Greenfield Lectures, covering areas like mountaineering, hiking, skiing, self-driving, camping, exploration, and outdoor education.

       Ms. Jiang Ying, CBO of Greenfield Network, introduced the company’s development strategy for 2019. Greenfield will focus on strengthening cross-border collaborations, building deep, mutually beneficial strategic partnerships with stakeholders in cultural tourism, sports, FMCG brands, outdoor sports brands, automotive brands, scenic campsites, and fun competitions. At the same time, Greenfield will actively develop, design, and adjust its activity product portfolio for a series of offerings including family-friendly fun activities, community comprehensive services, outdoor education in schools, corporate outdoor programs, experiential self-driving tours, professional outdoor events, and environmental conservation activities—bringing more engaging, accessible, and worry-free experiences to outdoor enthusiasts and brand partners. 

       Mr. Xiao Bin, trail surveyor of the Hengduan Skyway and hiking expert, provided attendees with a detailed introduction to the route of the Hengduan Skyway hiking adventure at the press conference. Stretching over 2,300 kilometers from north to south through four central provinces in China, the Hengduan Skyway not only allows participants to directly experience the changes of the four seasons but also offers a chance to observe the region’s rich biodiversity and experience the cultural traditions of 20 different ethnic groups. Additionally, Mr. Xiao recommended the landmark book “The Great Hengduan: In Search of Sichuan, Yunnan, and Tibet.” In March 2019, Greenfield will collaborate with the Hengduan Skyway Organizing Committee to officially begin the open selection process for hikers joining the “Heading South – Hengduan Skyway Hiking Activity.” From July to November, look forward to seeing 10 brave individuals complete the trek across the Hengduan Skyway on foot, becoming among the first in China, and even the world, to fully traverse this legendary route.

       Mr. Wu Tao from the International Ancient Road Network introduced the concept and significance of the N3040 Global Cultural Tourism Belt at the press conference. He announced that in 2019, leveraging global interest in the 30° North Latitude line, the network will work with partners to create world-class hiking routes in China along this belt. This initiative aims to support poverty alleviation and rural revitalization through ancient trail exploration and event organization, while jointly protecting historical sites and ecological resources along these routes.

       Since 2016, Greenfield Network has collaborated with the International Ancient Road Network and China National Travel Magazine, together with renowned experts in outdoor activities, travel, and history, and with the support of volunteer rescue organizations like Blue Sky Rescue, to establish the “China Top Ten Ancient Trails” evaluation committee. Each year, the group selects 10 ancient trails in China with both tourism value and cultural heritage worth promoting globally, and organizes various levels of “Ancient Trail Marathons” on the most suitable hiking routes. To date, 30 uniquely featured ancient trails have been introduced, and the 2019 selection of China’s Top Ten Ancient Trails was also officially launched at this press conference.

       In addition to highlighting Greenfield’s 2019 strategic partnerships, the press conference showcased memorable moments from past events—including the Subaru Forest Exploration, Hetuo Valley Camping Carnival, Greenfield -20°C Ice Lake Camping, Greenfield & Toread Green Mountain Action, Greenfield & Black Ice Green Mountain Action, Greenfield Roast Gathering, and Audi Owner Club Activities—through numerous videos. These presentations gave attendees a vivid glimpse into the charm of Greenfield events. All these events will continue to be held in 2019, maintaining their excitement.

       At the end of the press conference, witnessed by over ten media outlets, influencers, and more than a hundred outdoor enthusiasts, Greenfield’s cross-border strategic activities were officially launched. The “Cross-Border New Experience, Innovation for the Future” Greenfield 2019 press conference was successfully concluded. Let’s look forward to a different Greenfield, different cross-border collaborations, and a different kind of excitement.