In 2008, 3TREES decided to board the Shenzhou VII manned space mission, for which the company set up a special project team with work progressing in good order. In September, however, a notice came from Beijing that the launch time for Shenzhen VII would be brought forward to the end of September from the originally expected October.

When the notice came in late August, the marketing department of 3TREES had just finished the advertising campaign of its strategic partnership with Beijing Olympic Games on Voice China and was working with relevant departments to prepare three major events, including the third and fourth executive training classes and the breakthrough forum of Fujian furniture enterprises. In the face of the sudden change, Chairman Hong Jie gave clear instructions: the events would be held as scheduled, and the participation in the Shenzhou VII mission would proceed still. Execution is all that matters! The Shenzhen VII project team at 3TREES was determined to go all out to make it.  

According to the new schedule, the project team had only 20 days to complete what it they had expected would take more than one month, including Shenzhou VII ad production, negotiation with CCTV, advertising on other media such as Voice of China, online media, newspapers and magazines, and coordinating with the nationwide major advertising campaign.  

After the end of the third executive training class, the company on September 10 set up the "Shenzhou VII Project Team" with Chairman Hong Jie as the chief planner, and drew up a time schedule with days as units. Due to time constraints, real-scene advertising film production was out of the question, so it was decided to use three-dimensional animation production. The marketing department then identified seven animation producers nationwide and, after two days’ comparison, invited three companies to submit their proposals. On September 14, leading domestic 3D animation maker Crystal CG was awarded the bid, which eventually submitted its production on September 16 after three revisions. At 3:45 am on September 19, the commercial was finally transmitted from Shenzhen. Just when everyone thought that they could finally take a break, the company received a fax from the relevant authorities on the same day about the ban of any CCTV ad featuring Shenzhou spacecraft and Taikonaut or related images or words! That meant that the 3TREES commercial starring Shenzhou VII could not be aired on CCTV. On the one hand, the company was bidding for ad time of the special CCTV live program on Shenzhou VII. In the face of this dilemma, Chairman Hong Jie again made the resolute decision to still proceed with the existing projects by revising the existing commercials in compliance with the new requirement!

On September 20, there was only two days left before the CCTV review of the commercial. Chairman Hong took personal charge of the matter and required each work related to the Shenzhou VII to have at least two backup plans. On the noon of September 20, the marketing department again arranged to advertising agencies to revise the commercials. On the evening of September 21, revision of the commercials was completed. On the early morning of September 22, the time when the commercials had planned to be sent via air from Guangzhou to Beijing, it happened that the day was a “car-free day”, meaning that use of private cars was not allowed on that day. In response, the company ordered the regional manager for Dongguan to come to Guangzhou and personally take the commercials to Beijing by air.  

 At the final critical moment, the company again received an emergency notice from CCTV that due to the Sanlu scandal escalation, CCTV had stopped broadcasting any ads featuring terms such as “National Inspection Free Brand” and “Well-Known Chinese Brand”. As a result, the advertising department of CCTV applied even more stricter criteria in its commercial review. In the preliminary review, 3TREES’s commercial was rejected, requiring that the font of the “Well-Known Chinese Trademark” be revised. In the depth of the night of September 22, the advertising agency worked overtime to update the commercial. On the early morning of September 23, the commercial was eventually approved, and the contracts were signed for the CCTV advertising and advertising campaigns on other media outlets of Voice of China, payments of advertising fees, and PR communications.  

With the launch of the Shenzhou VII into the outer space at 21:10 on September 25, 2008, the RMB10 million peak season ad campaign raised its curtain as well.