Nowadays, there are more and more variety shows, making it dazzling. Along with this, we also see more and more FMCG brands appearing in variety shows, such as Yili, Mengniu, JDB, Master Kong, Lee Kum Kee, and a series of other industry-leading brands. According to statistics from professional institutions, in recent years, FMCG accounts for 50% of the variety show sponsorship market, which shows the favor of FMCG brands for variety shows. Looking at the many variety shows in the first half of the year, the phenomenal show "Infinity and Beyond" performed most prominently. Co-produced by Mango TV, Hunan Satellite TV, and Hong Kong TVB, with the Chief Executive of Hong Kong personally endorsing it and a galaxy of stars, we observed that FMCG sponsors in this show include Jianchun Yogurt, Lee Kum Kee, Mead Johnson, Wanglaoji Ciningji, and Wrigley's gum. Among these, we chose Lee Kum Kee as the research object, interpreting Lee Kum Kee's sponsorship of "Infinity and Beyond" from three dimensions: from brand to product, from stars to selling points, from online to offline, from variety show to stores, so that channel distributors truly understand: What is a good sponsorship activity? What key elements should be paid attention to? 01 Brand Value When it comes to variety show sponsorship, many people think of traffic exposure, but behind traffic exposure, more attention should be paid to the quality of exposure, that is, whether the tone of the variety show matches the brand. Lee Kum Kee's impression on consumers is usually "Hong Kong brand," "high-end quality," and "leading innovation," which are very consistent with the "classic inheritance and innovation of Hong Kong music" emphasized by "Infinity and Beyond." At the same time, the audience reached by the show highly matches Lee Kum Kee's main audience. The fit in tone and audience allows the brand to fully undertake the traffic spillover behind the variety show. Based on third-party iResearch data, compared with other sponsoring brands in "Infinity and Beyond," Lee Kum Kee's brand comprehensive index improvement ranked second, second only to the title sponsor Jianchun, which can be said to maximize the effect of variety show placement. Compared with seasoning brands such as Haitian and Totole, which continued high investment in variety shows in the first half of the year, sponsoring "Spring Flowers Bloom" and "Talk Show Special," Lee Kum Kee's brand awareness and reputation improvement significantly led. 02 Product Value For channel distributors, it is necessary to understand the development trend of industry categories, find the wind vane of consumer demand, and combine the products that leading enterprises focus on supporting and that conform to the trend. Only by superimposing these three can high-value and high-growth products be selected. We observed that Lee Kum Kee's product exposure in the show appeared in the form of "one main and two wings," highlighting light soy sauce, supplemented by two products: Old Manor oyster sauce and steamed fish soy sauce. From the perspective of channel distributors, it is obvious that light soy sauce is Lee Kum Kee's strategic large single product with key support. In the past two years, with the increasing trend of healthy consumption, light-seasoned condiments characterized by low sugar, low fat, low salt, and zero additives have ushered in rapid development. Lee Kum Kee's light soy sauce continuously emphasizes the concept of "reducing salt without reducing freshness." The topic "Hacken Lee's favorite magical little green bottle" topped the Weibo hot search list, effectively improving product awareness. Old Manor oyster sauce and steamed fish soy sauce, as "legendary Hong Kong stars" that are popular in Hong Kong and used by celebrities, were endorsed by powerful singer Hacken Lee and Hong Kong newcomer Mike Tsang, who shared the stories behind their favorite delicious tastes in the show. With the blessing of the show and celebrities, focusing on strategic single products, highlighting core selling points, and unique visual expression, behind sponsoring variety shows, the brand not only hopes to make star products well-known but also hopes consumers can remember product differences, ultimately turning into sales power in stores. 03 Channel Value From brand exposure to product awareness and interest, and finally to the channel, being purchased by consumers, this is a truly complete closed loop. This is also what channel distributors care most about, and it is the process we often talk about from brand power to sales power. Going back to the origin, how to tell if a variety show activity is valuable? The simplest method is: whether what is said online is the same as what is done offline. Have celebrity endorsements and vivid product stories landed in the channel? Are key single products highlighted? Are core selling points impressive? Can the main visual attract eyeballs and intercept consumers? Extending a series of brand and product actions to the last meter of the channel store, the systematic and three-dimensional application of POSM materials, what is seen online and experienced offline, can truly realize the conversion of brand power to store sales. Summary: Channel distributors can see from variety show sponsorship which products the enterprise has high hopes for and which are the key investment products. Summarizing the distributor's product selection, the core is to look at four points: ** _First, whether it efficiently matches the existing distribution structure. _**** _Second, whether the brand has strength (such as brand awareness and reputation, company scale and history). _**** _Third, whether the series of products under the brand are at the wind vane of consumer demand (such as health, convenience, etc.). _**** _Fourth, whether the series of products under the brand are the enterprise's strategic products (with online advertising sponsorship and offline material landing). _** For channel distributors, paying attention to the above content, when choosing strategic cooperative enterprises and main push products, choose the right products, follow the right brand, and realize continuously making their business bigger and stronger!