Zheng Qinwen won the championship on the field, and Bawang Chaji won the gold medal off the field

As the Tokyo Olympics is in full swing, Bawang Cha Ji has not only achieved remarkable results in sports marketing through cooperation with top athletes, but also successfully conveyed the brand's health concept and spiritual value. This cooperation model has set a high-quality example for new tea brands, and also demonstrated the brand's far-reaching considerations in globalization and cultural expansion.

In the early morning of August 4th, Beijing time, 21-year-old Zheng Qinwen made history on the tennis court. She defeated Croatian player Vikic cleanly with a score of 2-0. She won the gold medal with her amazing performance in her first Olympic Games, breaking the long-standing vacuum of Chinese tennis in the Olympic arena.

A few hours earlier, the women's doubles badminton combination of Chen Qingchen and Jia Yifan defeated Liu Shengshu and Tan Ning 2-0 to realize their dream of winning the Olympic gold medal. When they were on the podium, all the audience in front of the screens raised their arms and shouted that this was a victory for China.

Wang Shun, who entered the Olympic 200m individual medley finals for three consecutive times, stood on the podium again in the early morning of August 3 and won his third Olympic medal with a time of 1 minute 56 seconds.

The significance of victory is obviously not limited to the athletes themselves. Outside the arena, the power of the brand has also crossed the boundaries of the arena in this Olympic fever. Coincidentally, behind these hotly discussed outstanding athletes there is the figure of Ba Wang Cha Ji.

At every critical moment of winning a medal, Bawang Tea Princess has never been absent. As the brand's "health ambassadors", these athletes will release carefully crafted celebration posters and behind-the-scenes materials almost at the same moment of winning the championship, driving the national sentiment to continue to rise.

For brands, betting on the world's top events, especially the Olympics, has undoubtedly brought extremely high attention to the brand. The athletes signed by Bawang Cha Ji have added a heavyweight weight to the brand's Olympic marketing. In this summer's sports boom, the athletes' positive image and impressive achievements on the field have found new space for Bawang Cha Ji's brand positioning and spiritual expression.

In the involutionary tea industry, sports marketing is an important way to establish brand awareness, but the Olympics has an influence beyond conventional sports marketing due to the participation of all people, international vision and strong national sentiment. Bawang Chaji's Olympic marketing has set a high-quality example for new tea brands. In addition to attracting a lot of attention, it has also touched emotional resonance. It is also another major step forward for the brand on the road to globalization and health.

This year can be seen as the first "Olympic year" for new tea beverage brands, and the key period for athletes' commercial endorsements has also become the focus of competition among various companies.

In signing athletes, Bawang Cha Ji took the lead in launching a combination of "casting a wide net + betting accurately". On July 5, Bawang Cha Ji announced Liu Xiang as the brand's global health ambassador, and then officially announced that Liu Xiang, Wang Shun, Zheng Qinwen, Chen Qingchen, Jia Yifan, Liu Qingyi, and Wang Ruimiao, seven world-class athletes, formed the "Health Ambassador Group".

Bawang Cha Ji has demonstrated its accurate grasp of the market pulse. On the one hand, the brand carefully selected top athletes in traditional domestic sports such as badminton and swimming, and on the other hand, it has set its sights on new sports tracks and young athletes with potential, especially the high-profile bet on the emerging sport of breakdancing, which made its debut, and tennis player Zheng Qinwen, to create a hot spot in the short term through a more cost-effective approach.

Different brands have their own selection criteria for betting on athletes, but in sports competitions, strength is always the bottom line.

The eye-catching performances in each event will be taken into consideration by the brand. Badminton women's doubles players Chen Qingchen and Jia Yifan are the first women's doubles combination to win four championships at the World Championships and are also silver medalists at the Tokyo Olympics; Liu Qingyi has won the Outbreak Street Dance Competition and the world's top event World Battle 2022. Last year, she won the first gold medal for the Chinese team in breakdance at the Asian Games...

Accordingly, making precise bets on high-influence individuals in advance can often create greater splashes and traffic.

Looking back, the 30-year-old Wang Shun has grown from a young player to a veteran, and has participated in four Olympic Games and won three medals. As the first older athlete in the Chinese swimming team to compete in the Olympics, this Olympic medal has special significance for both him and the audience in front of the screen.

Chen Qingchen and Jia Yifan's performance at the Olympics met the eager expectations of audiences across the country. They brought a long-awaited victory, and the hot search list on social platforms has long been occupied by the two.

Of course, when choosing athletes, brands do not just focus on their athletic performance. Bawang Cha Ji "bets" on athletes while also focusing on their compatibility with the brand, emphasizing "meeting friends" and "authenticity."

In terms of the presentation of the brand short film, Bawang Tea Princess chose to retell the stories of athletes, focusing on the behind-the-scenes of athletes and focusing on exploring the more touching and delicate sportsmanship of athletes beyond the halo. Wang Shun's feature film interprets the story of "honor". The patient guidance of the coach on the shore and the companionship of his teammates in the lane together constitute Wang Shun's backing in the face of success or failure, helping him swim farther and longer on the road of swimming.

Liu Qinglian and Wang Ruimiao took "breakthrough" as the core, showing the vitality and attitude of young people. Breakdancers gathered together because of the same love, and through the "battle culture" they found resonance in every movement. Vitality, personality, and energy are their core characteristics, leading breakdance to a broader stage.

Going further, through interviews with athletes, Bawang Tea Girl further strengthened the concept of "meeting friends". In the interview, the "Best Combination of the Decade" Fanchen Combination used "we are 0.5+0.5=1" to describe each other's company, and shared their life trajectories before forming a team and the stories and friendship behind lifting a trophy.

Bawang Cha Ji focuses on the transmission of brand stories and the resonance of spiritual values, rather than just pursuing short-term popularity effects. This does not just stay on the surface, but digs deeper into the core cooperation of athletes, conveys an attitude of striving for progress and perseverance, and further amplifies the spiritual resonance of both parties.

Behind the new and old faces of the Bawang Cha Ji "Health Ambassador Group", we can also get a glimpse of the brand's far-reaching considerations and strategic vision in the field of sports marketing. This is best reflected in the renewed collaboration between Zheng Qinwen and Bawang Cha Ji.

As early as April this year, Bawang Tea officially announced that Zheng Qinwen would serve as its "Health Ambassador". This is the first time that a leading tea brand has invited professional athletes to cooperate in "endorsement".

By then, Zheng Qinwen had created her best personal Grand Slam record. After winning the runner-up in the Australian Open, she officially entered the top ten in the world women's singles ranking. Bawang Cha Ji was vigorously developing health strategies. Zheng Qinwen's healthy skin color and outstanding achievements are themselves the best synonyms for "health". The cooperation attracted widespread attention and discussion as soon as it was announced.

In the collaboration between Zheng Qinwen and Bawang Cha Ji, the power of women is also particularly highlighted. Looking back at the first collaboration, in the official copy, Bawang Cha Ji focused on Zheng Qinwen's transformation from "Rocket Girl" to "Queen Wen", emphasizing the rise of Chinese women on the international stage; this time, through Zheng Qinwen's feature film, Bawang Cha Ji used the slogan "Together for Faith" to highlight the firm belief and power of women.

From the perspective of selecting spokespersons, it is not difficult to find that Ba Wang Cha Ji presents more female narratives about strength, determination and dreams through the stories of female athletes.

This is also reflected in the Olympic marketing of Bawang Tea Princess. In this Olympics, the participation of female athletes reached a historic 1:1, and the ratio of male and female athletes in the Chinese sports delegation reached 1:2. More and more brands have begun to sign female athletes. Like Zheng Qinwen, a high-energy girl with powerful muscle lines, wheat-colored skin, fresh, full of vitality, and love of sports is being seen by more and more people.

Looking back at 2008, Li Na won fourth place in the Olympic tennis competition, setting a record for Chinese tennis in the Olympics. 16 years later, Zheng Qinwen became another Chinese girl who shined in the Olympics after Li Na, and successfully won the gold medal, breaking the record in Asian history and announcing a new era for Chinese tennis.

Of course, there is no such thing as an invincible general on the field. Behind the warm applause and cheers, there are countless failures, efforts and persistence of the athletes.

In the previous semi-finals, Zheng Qinwen ended her six-game losing streak against Swiatek and achieved a breakthrough in her personal will. In the final, she had experienced three-hour battles for two consecutive days. Every swing of the racket and every run was the limit of her physical strength, but the extreme concentration and strong mentality she showed during the game infected and inspired everyone.

It can be seen that through cooperation with top athletes, Bawang Tea Princess not only captured the huge popularity brought by sports events, but also established emotional resonance with consumers through the stories and spirit of these athletes. When Zheng Qinwen successfully won the championship, Bawang Tea Princess posted a message to celebrate, saying that Zheng Qinwen's achievements belong not only to herself, but also to Chinese women, paying tribute to and praising the outstanding spirit shown by Chinese women in various fields.

In terms of marketing strategy, the brand also responded quickly and empathized with consumers, using social platforms such as Weibo and WeChat to launch a series of celebration activities. Whether it was when Zheng Qinwen entered the finals, Bawang Tea Princess gave away 250,000 cups to cheer for the athlete, or when she won the championship, she gave away tea to 6,666 fans through a lottery, which deepened consumers' recognition and favorability of the brand.

The effect was reflected in sales. A series of actions triggered enthusiastic participation from consumers. Many interesting memes appeared on social platforms, such as "You've got the upper hand again" and "If Zheng Qinwen wins, I'm going to drink Bawang Tea Ji for a week". With the help of long-term cooperation and strong connection with Zheng Qinwen, the connection between consumers and the brand has continued to deepen.

Through forward-looking planning and timely actions, Bawang Cha Ji seized the opportunity at the critical moment and played a leading role in the Olympic fever, making the image of athletes more popular and becoming an inspiring force. It also led the market trend to a certain extent and ensured its leading position.

In a sense, behind the "Health Ambassador Group" are the precise decisions made by Bawang Tea Princess based on in-depth consumer insights.

First, through the long-term cooperation with Zheng Qinwen, Bawang Chaji has demonstrated its forward-looking vision and successfully locked in the new generation of top sports stars. The deep connection goes beyond the simple publicity effect. The brand's intelligence and courage quickly brought immediate attention and long-term brand effect.

Secondly, through a high-profile matrix cooperation strategy, Bawang Cha Ji has established cooperative relationships with players in multiple popular tracks, achieving full development of the brand in different sports fields and enhancing its market competitiveness.

Through such cooperation, Bawang Cha Ji has established a brand image in the sports field and connected with consumers on a cultural and spiritual level. The healthy image, professionalism and tenacious will of athletes have brought transcendent positive value and brand depth to Bawang Cha Ji.

In addition, while respecting the spirit of sports, Bawang Cha Ji emphasizes the co-construction of the core. In this ambassador team composed of all champions, Bawang Cha Ji combines the strengths of new and old athletes and invites retired legend Liu Xiang to join, conveying the Olympic spirit and connecting the present with the past.

At the post-match press conference, Zheng Qinwen mentioned the inspiration she got from watching the video of Liu Xiang winning the championship before the game. "Liu Xiang won his first gold medal at the 2004 Olympics. He said he would always remember the moment when he was 21 years old. Now I have done it too. I am also 21 years old, just like him then." She paid tribute to Liu Xiang, who won the gold medal in hurdles at the Athens Olympics 20 years ago, which moved the Chinese people in front of the screen.

In addition to carefully selecting spokespersons, Bawang Cha Ji also expanded its international vision at this Olympics and achieved new breakthroughs in its overseas expansion.

Abroad, Bawang Tea Princess followed the pace of the Olympics and opened a TEA BAR offline pop-up store at the Saint-Lazare train station in Paris on July 22. On the first day, it attracted about 2,000 people to queue up to experience it, becoming a hot topic in the local area.

At the same time, the brand sought diversified exposure in Paris, and joined hands with seven champion-level "Health Ambassadors" to appear in France through theme buses and other means, and launched interactive games rich in Chinese traditional cultural elements such as smelling tea, pitching pots, and kicking balls to expand the brand's international influence.

In the domestic market, CHAGEE TOGETHER continues to strengthen its national brand image. Through offline activities such as the "CHAGEE TOGETHER Sports Meet" and the launch of limited refrigerator magnets and badge blind boxes, it has ignited the enthusiasm of the people to participate, continuously strengthened its ties with all sectors of society, and demonstrated the brand's social responsibility and cultural heritage.

On the journey of globalization, Bawang Tea Princess not only represents the brand going global, but also the culture going global. As an oriental tea brand that has had the "ambition" of globalization since its inception, Bawang Tea Princess is committed to "providing 15 billion cups of modern oriental tea to consumers in more than 100 countries and regions every year."

During the Olympic cycle, Cha Wang Cha Ji joined hands with athletes from China and the world to deliver the brand concept of "CHAGEE TOGETHER". Using oriental tea as a medium and the spirit of sports as a medium, it demonstrated the appropriate oriental charm on the stage of communication with the world.

Author |Mia