Recently, Red Bull Anaji and Yadea launched another major IP co-branded event, "Ride Guanneng to Mars," which officially started at 13:00 on August 28. This is another deep collaboration between Red Bull Anaji and Yadea following the "Guanneng China Tour" brand carnival in July. During the 2-day, 1-night journey, Red Bull Anaji provided energy support to the "Guanneng Exploration Team" composed of 9 outstanding riders. Through this event, Red Bull Anaji built a brand image of efficient energy storage and set a new benchmark for functional beverage brand marketing. In addition, the two industry leaders released a co-branded video themed "Full Energy, More Electric." In the video, the Red Bull Anaji co-branded can joined forces with the Yadea Guanneng 2.0 series, empowering urban vitality with full energy and boosting riding fun with dynamic power. Click to watch the video Two high-profile cross-border events: "Outsiders watch the excitement, insiders watch the craft." What signals are hidden behind this? What inspiration and thoughts will it bring to our offline distributors? Let's take a look. Behind the cross-border collaboration is not just traffic acquisition, but the deepening of brand core. In my view, this cross-border marketing activity is not only for traffic and mutual audience coverage, but also a manifestation of brand core deepening. Why do I say that? The core lies in three points: 1. Consistency of target groups: According to iResearch consulting report, users of two-wheeled electric vehicles are most concentrated in the 26-35 age group, accounting for 32%. Their life themes are fulfillment, happiness, ambition, and hard work. This group is also the key user group for functional beverages. Whether it's Red Bull Anaji or Yadea, two influential brands cooperating to create hot topics can quickly boost visibility and naturally attract the attention of this target group. 2. Relevance of surrounding scenarios: This relatively young target group's main activity scenarios are home, company, and surrounding entertainment, shopping, and fitness venues. Their primary mode of transportation is the two-wheeled electric vehicle. In any scenario before or after using the vehicle—whether after exercise or before work—the most needed thing is a bottle of functional beverage to replenish energy. The touchpoints before or after using the electric vehicle coincide with the critical decision-making time for consuming Red Bull Anaji, repeatedly conveying the message of Red Bull replenishing energy. 3. Relevance of product appeals: Obviously, this is the most critical part. Whether it's Yadea's own brand appeal or the most frequent concern in the electric vehicle category, it's "battery life and energy." Red Bull Anaji, transliterated from "Energy," means energy, which coincides. Yadea emphasizes "One charge, run twice as far," which aligns with Red Bull Anaji's positioning of "Each can contains 475mg of taurine, more energy." Different products, same appeal, joint voice can effectively deepen the brand's occupation of users' minds. Song Jian, Guinness World Record holder for cycling and Yadea's Chief Riding Officer This is the understanding at the brand level. Reflected in the market, distributors in various regions, when covering store distribution, can greatly reduce communication costs in persuading store owners, whether it's the confidence of frontline salespeople or store owners, thanks to this successful cross-border marketing hotspot. In addition, in terms of reaching and awareness among young groups, the mindset of "replenishing energy" has been elevated to a new level. When products achieve store distribution coverage, due to improved reach and awareness, shelf product display has also seen effective sell-through. Frequent innovative marketing collaborations, backed by "going all out" for the Chinese market. It's not hard to see that from October 2020, when Red Bull Anaji officially established a partnership with the Chinese Athletics Association, to July this year when it joined Yadea for the "Guanneng China Tour" brand carnival, and now to the deepened cooperation with Yadea in the "Ride Guanneng to Mars" event. Red Bull Anaji's innovative marketing collaboration cases are indeed frequent. When we see the results of deepened brand appeals, we should also turn around and think: Why does Red Bull Anaji do these activities? Or, why does Red Bull Anaji need to do these activities? Frankly speaking, the premise of cross-border joint marketing is the maturity of market configuration. In simpler terms, "When this wave of marketing comes in, the basic market must be able to catch it." I think without mature market configuration, Red Bull Anaji would never have called out to create hot topics. 1. Maturity of direction: Since its launch in 2019, Red Bull Anaji has been running at full speed, with both online and offline efforts, widely distributing products and building markets across the country. Behind Red Bull Anaji, TCP Group announced in 2020 that it would make a series of investments in its China business, including deepening strategic partnerships with Chinese partners and launching more new products from the group. Whether it's the fierce offensive at the initial launch or the series of practical activities we saw in 2021 after announcing the direction, it's enough to verify that Red Bull Anaji's layout direction for the Chinese market has taken shape. 2. Maturity of product: Based on product development, Red Bull Anaji has refined a precise and powerful selling point: Each can contains 475mg of taurine, which is 3.8 times that of other similar products. At the same time, after passing multiple rigorous tests by the State Administration for Market Regulation, the product has obtained the health food label "Blue Hat" certification, ensuring both efficacy and quality. This is not only a guarantee of product quality but also an effective echo of external product selling points. From current market feedback, Red Bull Anaji is gaining more and more consumer praise and recognition. 3. Maturity of channels: In addition to the bustling offline distribution and sell-through across regions, online, Red Bull Anaji has also achieved a big harvest: During the 2021 "618 Mid-Year Shopping Festival," Red Bull Anaji achieved multiple No.1 rankings, including "No.1 in functional beverages on Tmall," "No.1 in single-item sales of functional beverages on JD.com," "No.1 in functional beverages on Pinduoduo," and "No.1 in fatigue relief category." Online achievements are the most direct votes from consumers and the first feedback window after market configuration matures. This undoubtedly gives more confidence to the broader offline market. Of course, the prosperity of the online market also brings resonance to offline channels. Combining these, we can see that Red Bull Anaji is currently advancing with great momentum. From sports marketing to cross-border marketing, Red Bull Anaji is using diverse forms to continuously create hot topics, making the brand more three-dimensional, younger, and more passionate. The brand dares to invest, quality is guaranteed, online recognition is achieved, and offline roots are established. Behind the mature configuration, I think it's Red Bull Anaji's confidence in victory, which also gives distributors in various regions a "reassurance pill." As we all know, as an FMCG, more than 70% of business comes from offline, and the core of the offline market comes from distributors in various regions. If distributors lack confidence, no matter how much effort is made, it's hard to put good products on supermarket shelves and reach target consumers in a timely manner. Where does confidence come from? For Red Bull Anaji, which launched in China in 2019, daring to invest and build the brand is the source of confidence. Only by doing long-term things and continuous brand building can distributors dare to focus on front-end sales and service. Undoubtedly, for the overall industry, the maturity of Red Bull Anaji's market configuration also indicates that the next stage will fully enter the phase of building the market, seizing the market, and stabilizing the market. Just as Red Bull Anaji's brand philosophy: Go all out, constantly challenge yourself. It is also "going all out" for China's functional beverage market, continuously consolidating its market leadership position. Are you "watching" me?