Marketing events of Snow Beer

"Snowflake Braves the World" is an original brand promotion activity independently innovated by China Resources Snowflake Beer (China) Co., Ltd., which is not only the largest national brand promotion activity with the widest coverage in China, but also a unique cultural brand created by Snowflake Beer to give back to consumers in China. So far, the "Snowflakes Brave the World" activity has been successfully held for nine times.

1.In 2005, Snowflake Beer organized the "Snowflake Braves the World" expedition for the first time in China, and explored the Yarlung Zangbo Grand Canyon, the largest canyon in the world.

2. In 2006, Snow Beer launched "Journey to the Yangtze River". The expedition started from Xining, the starting point of the Qinghai-Tibet Railway, crossed the Great Hoh Xil area and reached Gangga Quba Glacier, the source of the Yangtze River.

3. In 2007, Snow Beer launched the activity of "Braving the Frontier". The activity is divided into five columns. The expedition route covers more than 10 border areas such as China-Nepal, China-Myanmar, China-Laos, China-Vietnam, China-DPRK, China-Russia, China-Kazakhstan and China-Pakistan, and crosses more than 40 counties and cities, with a journey of nearly 20,000 kilometers.

4. In 2008, Snow Beer launched the "Brave and Endless Exploration" activity. Through the Qaidam Basin and Taklimakan Desert, the team members visited Ruoqiang, the "dry pole", and Korla, the "wind pole" in the Taklimakan Desert of China.

5. In 2009, Snow Beer launched the activity of "Braving the World and Challenging Jogory". The activity is divided into two stages: the first stage: training and selection of Haba Snow Mountain; The second stage: the winner takes part in the Djoghri Challenge. As a non-professional mountaineering team, Snowflake Beer first challenged the most difficult mountain to climb and conquer on earth-the second highest peak in the world, Jogory Peak, and finally successfully challenged the altitude of more than 6,200 meters.

On 6.20 10, Snowflake Beer launched the activity of "Braving the World and Climbing to the Top of the Long March". More than 200 players followed the footsteps of the Red Second Army and the Red Sixth Army, climbed several snow-capped mountains with an altitude of more than 4,000 meters, and climbed the Yaha Snow Mountain together. According to the footsteps of the Red Army in those days, they divided into two teams to cross the highest altitude mountain pass of Bala Snow Mountain in Tibet (4,890 meters above sea level, Red Army Corps) and Kawa Sunset Snow Mountain Pass (5,992 meters above sea level, Red Army Corps) on the way of the Red Army's Long March, and finally joined forces in Ganzi.

7.20 1 1 year, Snowflake Beer "bravely broke into the world of Hoh Xil". The activity starts from Golmud, crosses Hoh Xil from north to south along the Qinghai-Tibet Highway, finally crosses the Tanggula Pass, enters Tibet and walks along the Dabei Line, and finally reaches Lhasa, with a total length of 4 138 km. The team not only experienced the arduous journey and beautiful scenery in the vast no-man's land, but also inherited the enterprising spirit and high sense of social responsibility of Snow Beer by practicing environmental protection and donating to Tibetan primary schools, bringing the most sincere care to Hoh Xil.

On August 2012, the activity of "Snowflakes Bravely Breaking the Snow Line" was held. Warriors who stood out from the harsh selection at all levels in the country formed the Snowflake Brave Team, starting from Kangding, passing through Shangmuju, Gongga Temple, ABC, C 1, and climbing along the professional mountaineering route that is extremely difficult and has never been climbed by anyone in the northwest route of Gongga Snow Mountain. This activity is extremely challenging. The team members load 15 kg every day and climb 12 km at most. During this period, they had to wade to climb a rock slope with a slope of about 60 degrees. On the way, they experienced the mountaineering tests such as altitude hypoxia and physical overdraft. In the end, 42 warriors broke through many obstacles and successfully broke through the snow line at an altitude of more than 5,300 meters.

On September 20th13, the activity of "Snowflakes Bravely Crossing the Himalayas" was held. Activities from Lhasa, hiking through high-altitude areas, difficult and tortuous roads, rolling rocks, endless washboard slopes ... This is the desperate zone where professionals gnash their teeth! Walking in the snowy plateaus such as Xiaowucuo, Tang Xiang and Baidang. We also saw several world-class peaks over 8000 meters. After six days' long journey, we broke through many difficulties and obstacles. Snowflake Brave challenged the height of life with courage and interpreted the meaning of life with his own actions. He walked from the northern slope of the Himalayas to the southern foot of Kathmandu and successfully completed the great journey of "crossing the Himalayas".

2. Snowflake Pure Ancient Architecture Photography Competition

The Snowflake Pure Life Chinese Ancient Architecture Photography Competition is co-sponsored by China Resources Snowflake Beer (China) Co., Ltd. and School of Architecture of Tsinghua University, and has been successfully held for five times since 2009. During the annual competition, the organizer, China Resources Snow Beer, will collect photographs of Chinese ancient buildings all over the country and carry out dozens of outdoor photography activities, such as lectures and film screenings.

After five years of accumulation, the Snowflake Pure Life Chinese Ancient Architecture Photography Competition has exerted great influence in the field of architecture and photography, and has been widely concerned and recognized by architectural enthusiasts and photographers. At present, this photo contest has become the largest photo activity in China with the theme of ancient buildings in China. 20 13 went abroad for the first time and went to Moscow for an exhibition, which was highly praised by Russia.

At present, the 20 14 Snowflake Pure Chinese Ancient Architecture Photography Competition has been launched, and the works are being enthusiastically collected. Film friends are welcome to actively participate.

3. Five books about ancient architecture

In 2008, Snow Beer and Tsinghua University launched "Popularization and Inheritance-China Ancient Architecture Research and Exchange Cooperation Project". After five years of cooperation, the two sides launched a set of popular science books on ancient buildings in China year by year in the form of "Five Books on Ancient Buildings". Since then, five books in Beijing, five books in folk houses and five books in ancient capitals have been published one after another, and the number of popular science books on ancient buildings has reached 3 1 book, which has effectively promoted the construction of the knowledge system of ancient buildings.

Eight episodes of the large-scale documentary "Ancient Buildings in China" jointly filmed by Snowflake and Tsinghua University have been broadcast on 27 channels of CCTV and other 13 provincial and municipal TV stations, which has aroused strong repercussions.