---
title: "China Open Concludes: Kunlun Mountain Wins Not Just the Court, but the Market"
description: "After three weeks of intense competition, the 2025 China Open concluded in Beijing, setting new records with over 360,000 on-site spectators and multiple trending topics. As a long-time observer of the FMCG industry, New Distribution notes that Kunlun Mountain Mineral Water, the platinum sponsor and official designated drinking water for the event, has been deeply involved for nine years, providing hydration support throughout the tournament. While sports marketing is not new for FMCG brands, sustaining a partnership with a single event for nine years and doing it thoroughly is no easy feat."
author: "Asher"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-10-20"
categories: "Brand Marketing"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/china-open-concludes-kunlun-mountain-wins-not-just-the-court-but-the-mar-544480ca.md"
original_source: "https://mp.weixin.qq.com/s/L4KjHRe8SATJ2dQjPTX_0w"
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citation: "Asher. “China Open Concludes: Kunlun Mountain Wins Not Just the Court, but the Market.” New Distribution, 2025-10-20. https://xinjignxiao.com/en/articles/china-open-concludes-kunlun-mountain-wins-not-just-the-court-but-the-mar-544480ca/"
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---

# China Open Concludes: Kunlun Mountain Wins Not Just the Court, but the Market

> After three weeks of intense competition, the 2025 China Open concluded in Beijing, setting new records with over 360,000 on-site spectators and multiple trending topics. As a long-time observer of the FMCG industry, New Distribution notes that Kunlun Mountain Mineral Water, the platinum sponsor and official designated drinking water for the event, has been deeply involved for nine years, providing hydration support throughout the tournament. While sports marketing is not new for FMCG brands, sustaining a partnership with a single event for nine years and doing it thoroughly is no easy feat.

**After** three weeks of intense competition, the 2025 China Open concluded successfully in Beijing. The tournament's popularity reached new heights, attracting over 360,000 on-site spectators, with multiple event-related topics trending on social media for consecutive days.
As a long-time observer of the FMCG industry, New Distribution has noticed that behind this top-tier event, there is an FMCG brand that has been deeply involved for nine years. That brand is Kunlun Mountain Mineral Water, the platinum sponsor and official designated drinking water for the China Open, providing full-event hydration support.
Sports marketing by FMCG brands is nothing new, but partnering with a single event for nine years and doing it thoroughly is not easy.
In New Distribution's view, Kunlun Mountain's deep cooperation is not merely about brand exposure; it embodies the brand spirit of "Summit of Mountains, Pinnacle of Water," enhancing brand momentum, reinforcing the "quality water" mindset, and providing new growth points for channel sales.
**Water Consumption Upgrade**
**From "Scientific Hydration" to "Quality Life" Resonance**
According to data released by the General Administration of Sport of China, the number of tennis players in China reached 23.81 million in 2024, with the industry scale hitting 36.75 billion yuan, growing over 14% annually.
Not only tennis, but many other sports have seen increasing popularity and participation in recent years. Looking beyond the surface, the prosperity of sports consumption is an external manifestation of the continuous strengthening of national health awareness.
Over the past two years, this shift in health awareness has been extending from the sports field to daily consumption scenarios. When purchasing products, consumers no longer view health merely as a "functional need," but have increasingly higher demands for quality.
In this lifestyle transformation, changes in beverage consumption are the most evident.
According to data from China Research Institute of Industry, over 60% of respondents regard drinking water as a "health investment" rather than a simple thirst quencher. Moreover, consumers' attention to health attributes such as mineral content, pH value, and microbial indicators has significantly increased.
In the past, consumers focused on "drinking safely," but now more consumers are pursuing "drinking healthily" and "drinking with quality." Water consumption is shifting from a physiological need to a health investment and an expression of lifestyle attitude.
Under such trends, Kunlun Mountain Mineral Water is undoubtedly one of the most representative brands. Its long-standing advocacy of the "scientific hydration" concept, supported by high-quality water, aligns perfectly with the current direction of health consumption.
Kunlun Mountain Mineral Water's source is located at Yuzhu Peak in the Kunlun Mountains, at an altitude of 6,000 meters, making it one of China's highest natural mineral water sources. It boasts the golden qualities of "pure, mineral-rich, small molecular cluster, and naturally alkaline."
This ultimate natural quality assurance not only meets consumers' dual requirements for health and safety but also resonates on a spiritual level. Originating from the Kunlun Mountains, known as the "ancestor of all mountains," it symbolizes natural purity and the balance of life, which is precisely the ideal lifestyle that contemporary consumers pursue.
In the era of health upgrade, Kunlun Mountain Mineral Water is not just a product but a symbol of "quality life." With its ultimate pure water source and scientific hydration philosophy, it connects health consumption, brand trust, and lifestyle resonance.
**Premium Sports IP: Not Just Brand Exposure**
**But a Lever for Building Trust**
In today's market, premium sports events are not only competitive spectacles but also important stages for brands to build deep trust.
As sports audiences broaden, the influence of events continues to expand, from offline viewing to online dissemination. Sports IPs are becoming scenarios where brands establish trust mechanisms with consumers.
Taking tennis as an example, in recent years, Chinese tennis has developed rapidly, with a continuously improving professional tournament system and emerging young players. The 2025 China Open not only set new popularity records but also fueled the sustained growth of national tennis participation.
The cooperation between Kunlun Mountain and the China Open is a partnership of high-quality water with a premium sports event, forming a strong brand trust loop—"Drink Kunlun Mountain Mineral Water when playing tennis" has become a recognized mental label among consumers.
The value of a premium sports IP lies not in one-time exposure but in its authoritative endorsement and value resonance.
Through the China Open, a premium sports IP, Kunlun Mountain transforms "event influence" into "brand trust," using the event's credibility and social impact to inject long-term trust assets into the brand.
The high alignment between event influence and brand spirit allows Kunlun Mountain to leap from being seen to being trusted in brand building.
At the communication level, Kunlun Mountain continues to amplify the spillover effects of the premium sports IP. With a three-dimensional communication layout of "in-venue influence × off-venue resonance," from players' hydration areas to spectator experiences, from live broadcast exposure to social media dissemination, the brand achieves comprehensive penetration from the event scope to consumer psychological cognition, further reinforcing its "high-quality water" label.
**Transmission of Dealer Confidence:**
**From Brand Endorsement to Terminal Hot Sales**
From the perspective of distributors, Kunlun Mountain's deep association with premium sports events is the most effective selling point for business.
In an increasingly competitive beverage market, the authoritative effect of premium events and the purity certification of high-altitude water sources provide distributors with highly effective support. Whether in terminal display formats, salesperson scripts, or promotional activities, they all demonstrate stronger persuasiveness.
During previous market visits, a distributor friend shared a viewpoint: "In today's market, distributors don't just sell products; they also sell trust. If terminal stores are willing to stock our goods, it's because they trust me and the product."
As product homogenization becomes more prominent, what truly enables distributors to dare to stock inventory and be willing to promote is the trust built by the brand over the long term.
Kunlun Mountain Mineral Water's association with premium sports events is essentially a trust endorsement. Consumers buy the assurance of health and quality, while distributors value the brand's sustained investment and long-termism. Through long-term investment in premium IPs like the China Open, Kunlun Mountain continuously accumulates brand momentum, gradually extending this trust from the consumer end to the channel end.
For distributors, Kunlun Mountain's "selling point" lies not only in the product itself but also in the trust endorsement brought by the brand. It makes sales teams more proactive in listing, terminals more willing to stock, and distributors more confident in investing resources to compete for market share.
This confidence transmission facilitated by brand endorsement is precisely Kunlun Mountain's unique competitive strength in the channel.
Brand builds momentum, channels follow, terminals drive sales—ultimately forming a virtuous cycle from "brand trust" to "sales conversion." Kunlun Mountain not only wins consumer recognition but also earns distributor trust, and this trust is transforming into sustained market growth momentum.


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## Citation metadata

- Publisher: New Distribution
- Author: Asher
- Published: 2025-10-20
- Canonical: https://xinjignxiao.com/en/articles/china-open-concludes-kunlun-mountain-wins-not-just-the-court-but-the-mar-544480ca/
- Original source: https://mp.weixin.qq.com/s/L4KjHRe8SATJ2dQjPTX_0w

## Copyright and AI use

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