As a local beverage brand in China, the success of Jiaduobao is a classic case of marketing. After successfully launching the red pot Wang Laoji, he entered the high-end water market and continued the marketing myth with the natural snow mountain mineral water in Kunlun Mountain. At the moment of the wonderful unveiling of the Asian Games, we once again saw the excellent marketing concept of Jiaduobao Group-Kunlun Mountain natural snow mountain mineral water from the snow mountain appeared in front of the guest seats and hundreds of millions of viewers. This brand-new high-end mineral water brand made a high-profile appearance in the Asian Games, announcing to the world the great ambition of Jiaduobao to expand the beverage market. Jiaduobao vigorously promoted its high-end brand "Kunlun Mountain Natural Snow Mountain Mineral Water" during the Asian Games, which became the only official designated drinking water for the Guangzhou Asian Games in 20 10. In fact, at present, the market cake of high-end drinking water is relatively narrow, and it is only sold in a niche market. Most local brands are unknown, and Jiaduobao sees opportunities. It is urgent to find a brand-new high-end mineral water brand and seek wide market recognition. Jiaduobao, who has tasted the sweetness of sports marketing, naturally needs to make good use of this good opportunity of the Asian Games. Sports events have always been a battleground for food enterprises, and some beverage brands have started large-scale Asian Games marketing since the beginning of 20 10. However, in today's increasingly mature sports marketing, simple sponsorship, title naming and celebrity endorsement are obviously not feasible, and the seamless combination of brand value and the spirit of the event is the key to success. Obviously, it is particularly important to build a positioning and marketing platform that fits the Asian Games itself. This time, Kunlun Mountain mineral water proposed to take products and services as the competitiveness, and launched a series of activities online and offline around the Asian Games to attract consumers to participate and form interaction, and finally convey the connotation of high-end brands and realize the effectiveness of Asian Games marketing. Secondly, Kunlun Mountain mineral water innovatively proposed to set up the "Kunlun Mountain World Record Award" for athletes (including groups) who won the championship and broke the world record, aiming at encouraging athletes to dare to challenge themselves and pursue the spirit of being number one in the world. This proposal was unanimously adopted by the OCA and the Guangzhou Asian Games Organizing Committee. This is not a simple award setting, but a perfect combination of peak honors. Kunlun Mountain sails with the trend and makes a gorgeous appearance on the Asian Games stage with the brand positioning of "China High-end Mineral Water"! In the following 16 days, * * two athletes at home and abroad won the "Kunlun Mountain World Record Award": China's Ping Li, who is a 53kg weightlifter, and Korean archer Jin Youzhen, who is 18 years old. "The successful hosting of the Guangzhou Asian Games, Kunlun Mountain mineral water does not stop at the pure sponsor status, and how to reflect the unique brand value of Kunlun Mountain mineral water is the key." Yang Aixing, vice president and general manager of the marketing department of Jiaduobao Group, said, "As a senior partner of the Asian Games, what we want to do is not only to provide due services for the Asian Games, but also to be a promoter of the Asian Games and create more peak glory for the Guangzhou Asian Games. Therefore, our thinking is very clear: we should bypass the traditional marketing road of FMCG and pay attention to the experience of high-end events and the value output of peak glory. The Kunlun Mountain World Record Award is actually a crystallization of the integration of brand value and Olympic spirit. " Jasmine Zhang, ceo of Sports Marketing Consulting Co., Ltd., believes that today's sports marketing pays more attention to creativity and consumer experience. "In the era of fragmented communication, especially in the network environment where information is growing geometrically, effective creativity can bring different experiences to the audience and get better communication effects." Awarding the "Kunlun Mountain World Record Award" to Asian Games athletes is in line with the brand concept of Kunlun Mountain. Kunlun Mountain not only emphasizes the high-quality water source, pure and zero-pollution product quality, but also directly connects with Kunlun Mountain, which is known as the "ancestor of thousands of mountains" in China, and transmits the brand connotation of "who wins Kunlun and who strives for the best" to the public. In the Asian Games, every champion who breaks the world record is a "champion among champions", and their spirit is just like the majestic Kunlun Mountain. The two naturally grafted, combining the China brand with the highest honor of the Asian Games, branded the Kunlun Mountain mineral water as "the peak brand", which made people associate with it and skillfully established a high-end and positive brand image. "We can especially understand the concept and spirit of athletes pursuing Excellence and bravely climbing the peak, which is also the original intention of creating the Kunlun Mountain World Record Award. At the same time, it also shows the high-end image of Kunlun Mountain mineral water constantly pursuing Excellence to the world. " Yang Aixing said.