On June 6, Yangyuan Six Walnuts did something significant. Ahead of this year's college entrance exam, during the 6.6 Brand Day event, Six Walnuts invited parents of students to the Confucius Temple in Qufu, Shandong, to hold a solemn prayer ceremony for students everywhere. At this auspicious moment of "six-six smoothness," they hoped to help students and parents set aside the tension and burden of exam preparation, relax and face the exam with composure, while also wishing all students across the country satisfactory results in this "major life exam."

-01- Praying at the Confucius Temple to Support the College Entrance Exam Six Walnuts in Action The Confucius Temple in Qufu is a shrine dedicated to Confucius, the renowned ancient Chinese thinker and educator, and also serves as a school for transmitting Confucian thought and cultural education. Confucius, revered as the Sage, the Teacher of Ten Thousand Generations, and the Model for All Ages, had a philosophy of "education without discrimination" that was epoch-making in the history of education. Six Walnuts wishes all students success in the exam and smooth sailing! Choosing the Confucius Temple to pray for students taking the college entrance exam carries obvious significance. Before the exam, facing a critical battle in their children's lives, parents hope their children will perform exceptionally and get into a good university, so anxiety and tension are inevitable. Seeking psychological support from outside is a good way to relieve stress. A relevant person in charge of Six Walnuts said, "On Brand Day, we prayed for students at the Confucius Temple, hoping to help students and parents let go of tension and burden, relax, and face the exam with ease. We also pray that students will gain wisdom, pass the exam with flying colors, and smoothly enter their ideal universities, embarking on a new journey in life." Additionally, during the two exam days of June 7-8, Six Walnuts will set up "Exam Support Stations" at school gates in core markets, distributing products free to students, conveying both blessings and encouragement and genuine brain-nourishing nutrition to all candidates. This heartfelt wish from Six Walnuts conveys its care for students' families, builds an emotional bridge between the brand and consumers, and further deepens consumer recognition of the Six Walnuts brand.

-02- Brand and Product Upgrades What Did Six Walnuts Do Right? Moving consumers from awareness to recognition and finally to identification requires long-term cultivation by the brand. The prayer event on 6.6 Brand Day, as a key node in brand actions, reveals that Six Walnuts is undergoing a remarkable transformation and upgrade in both brand and product.

1. Brand Proposition Upgrade: More Refined Scenarios Six Walnuts' success is closely tied to its long-standing brand proposition: "Use your brain often, drink more Six Walnuts." From the classic intellectual image of brand spokesperson Chen Luyu to the image of young star Wang Yuan studying hard in advertisements, from sponsoring Jiangsu TV's "The Brain" to sponsoring Luo Zhenyu's "Time of Friends" New Year's speech, Six Walnuts has consistently focused on the core strategic positioning of "brain-use scenarios" and "brain health" to build its brand system. The scenario most easily associated with frequent brain use is studying—reading and doing homework are mentally demanding. By targeting the study scenario, Six Walnuts identified its core consumer group: students. The student group is large and stable, with strong consumption-driving power. Six Walnuts repeatedly reinforces the specific study scenario to awaken demand, such as appearing in scenes where students are writing diligently, making people think of Six Walnuts whenever they think of studying. Furthermore, we notice that from initially supporting students' hard work, to jointly facing the exam, to this year's 6.6 Brand Day prayer at the Confucius Temple, Six Walnuts has created a "college entrance exam scenario" on top of the study scenario. In this scenario, Six Walnuts has upgraded its slogan from "Use your brain often, drink more Six Walnuts" to "Child taking the exam, drink more Six Walnuts," focusing more on brain nutrition for students nationwide. Experts say, "The mental pressure during the exam is many times greater than usual. The 'exam scenario' creates a stronger demand, and behind this scenario is the upgrade of Six Walnuts' new product, which exactly meets the needs of the 'exam scenario.'"

2. Product Upgrade: Enhanced Functionality to Support Students This year, Six Walnuts launched a new product, Six Walnuts 2430. The new 2430, with 24 grams of high-quality walnuts from three major golden production areas per can, advanced scientific processing, extremely high nutritional value, and a formula with zero sugar and zero cholesterol, has become an essential drink for many students to supplement brain nutrition. Nutrition expert Zheng Yulong said it not only opens new ideas for product R&D, setting a milestone for China's healthy beverage industry in the era of quantified nutrition, but also provides a universal and feasible solution for improving national brain health. The new 2430, as a pure walnut ground walnut milk beverage, contains abundant high-quality protein, DHA, Omega-3, and other brain-nourishing nutrients. It is more suitable for brain health than raw walnuts and more convenient to consume, earning recognition from many experts and consumers. Education influencer Zhang Xuefeng directly recommended 2430 to parents and teachers: "Six Walnuts 2430, 'one can a day for thirty days,' can significantly supplement brain nutrition and improve memory. It should be prepared for students taking the college entrance exam." Additionally, Six Walnuts has launched an upgraded limited edition "Exam Fuel Can" . Given the high-pressure environment of the exam scenario, Six Walnuts uses message bottles to convey blessings and encouragement to students. From "Wishes Come True" to "Turn the Tide," from "Ignite the Exam Hall" to "Exam MVP," each can carries a blessing that young people instantly understand to cheer on students. We see that around the "exam scenario," Six Walnuts has done much at both brand and product levels, but what remains unchanged is Six Walnuts' commitment to being the "guardian of student brain health." With the establishment of this year's 6.6 Brand Day, Six Walnuts will accompany students every exam season in the future. This move is precise and steady, and behind it lies the long-term brand strategy that Six Walnuts adheres to.

-03- Adhering to the Core Brand Strategy The Significant Meaning for Six Walnuts After decades of development, Six Walnuts has grown into a leading star enterprise in the domestic walnut milk category. Who would have thought that a once-obscure walnut milk category could unleash such powerful market force? In the early days of the walnut milk category, competition was low and penetration was low. Although it seemed like a blue ocean, expanding the market required long-term efforts to educate consumers and cultivate the market. But we all know that cultivating a market is a costly and risky endeavor. Six Walnuts grew step by step against this backdrop. Looking back, it's easy to see that the key to Six Walnuts' success lies in a series of clear, strategically guided market activities. Over the years, Six Walnuts' precision and focus in brand positioning and marketing communication have firmly grasped its consumer base. At the same time, every transformation and upgrade, no matter how the advertising copy changes, has remained tightly focused on the core strategic positioning of "brain-use scenarios" and "brain health." With the establishment of this year's 6.6 Brand Day, Six Walnuts has stepped onto a new level of brand upgrading. The annual 6.6 Brand Day will become a solid foundation for the brand, further driving brand and product upgrades, and safeguarding the long-term strategy of Yangyuan Six Walnuts.

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