---
title: "Six Walnut Teams Up with National Distributors for 'Love Exam Transport' – Why Are Distributors Eager to Join?"
description: "Six Walnut's 'Love Exam Transport' initiative stands out for its deep connection and mutual empowerment with distributor partners, combining social responsibility with brand building. By mobilizing distributors nationwide, the campaign not only aids students but also enhances brand reputation and distributor business opportunities."
author: "Amy"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-06-05"
language: "en"
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# Six Walnut Teams Up with National Distributors for 'Love Exam Transport' – Why Are Distributors Eager to Join?

> Six Walnut's 'Love Exam Transport' initiative stands out for its deep connection and mutual empowerment with distributor partners, combining social responsibility with brand building. By mobilizing distributors nationwide, the campaign not only aids students but also enhances brand reputation and distributor business opportunities.

**Introduction: In the view of New Distribution, the uniqueness of Six Walnut's brand action this time lies in its deep connection and mutual empowerment with distributor partners.**

**Author** 丨Amy  **Reviewer** 丨Gougou  **Layout** 丨He Wen

June 7-8 is a critical period for students about to take the college entrance exam (Gaokao). During these days, exam venues across the country will schedule corresponding subjects, and students need to arrive at designated times and locations. However, due to various reasons, some candidates may face transportation difficulties or special needs, which can significantly disrupt their exams.

As a national beverage brand dedicated to nurturing brain health, Six Walnut has always focused on students' growth and development. **To help Gaokao candidates alleviate stress and reach exam venues worry-free, Six Walnut organized its national distributors to launch the 'Love Exam Transport' public welfare initiative during the exam period, providing free and convenient transportation services and warm care for candidates.**

New Distribution believes this is not only a brand action but also a social one, especially with the commendable performance of Six Walnut's distributors, which endows the activity with multi-faceted significance at social, brand, distributor, and consumer levels.

**Manufacturer and Distributors Jointly Shoulder Social Responsibility**
**Initiating 'Gaokao 666' Mode**

The Gaokao is a topic of nationwide concern. Providing support to candidates, helping them participate in the exam better, and thereby contributing more talent to society and promoting social development is an unshirkable responsibility for all sectors of society.

This aligns perfectly with Six Walnut's brand philosophy. Ensuring adequate nutritional support for students' brain health is the core concept of the Six Walnut brand, and helping candidates relax physically and mentally during the exam period and cope with the Gaokao calmly is something the brand has persistently done for years.

The annual 66 Brand Day, Confucius Temple blessing activities, Gaokao Cheer Cans, Gaokao Blessing Cans, and the 'Love Exam Transport' public welfare action all reflect Six Walnut's attention and care for students. Every Gaokao season, Six Walnut uses practical actions to convey the blessings of 'Gaokao 666' and 'Everything Goes Smoothly' in a positive way, bringing encouragement to candidates and parents.

It is understood that this year's 'Love Exam Transport' public welfare action covers dozens of regions across Hebei, Shandong, Henan, Jiangsu, Zhejiang, Anhui, etc. **Candidates and parents can book vehicles for free through local reservation channels provided by Six Walnut, and drivers from the 'Six Walnut Love Fleet' organized by local distributors will provide the service at agreed locations.**

Wang Qiang, a Six Walnut distributor in Ningyang, Tai'an, Shandong, is one of the many distributors participating in 'Love Exam Transport'. He told New Distribution, "We not only pick up candidates who have made reservations in advance; our six vehicles have been cruising and doing roadshows on local streets since June 1. We stop whenever hailed, and with an exam admission ticket, you can get on board, truly serving local candidates."

Regarding why he participated, when Mr. Wang received the company's call, he signed up immediately. On one hand, he felt that having worked locally for 23 years with good customer relationships, he wanted to contribute to the local community; on the other hand, his son is also taking the Gaokao this year, so he can best empathize with the tension and anxiety of parents. Therefore, he felt it was his duty.

"Besides me, the several drivers from my company who participated in this activity all feel very proud. This is a good thing; there's no question of should or shouldn't. As long as I meet the conditions, I must do it," Mr. Wang said.

It is said that 'Love Exam Transport' has very strict requirements for vehicles and drivers. Six Walnut's love vehicles must meet two key criteria: safety and reliability, and thoughtful service.

First, in terms of safety, vehicles must undergo comprehensive inspections and test runs in advance to ensure good condition and the safety of candidates. Second, the driver team must receive professional training, be fully familiar with routes, and have rich experience in pick-up and drop-off. They will keep the vehicle clean and tidy during the process, and provide free Six Walnut Gaokao Blessing Cans, giving students full attention and care to make the journey comfortable and pleasant.

Mr. Wang also specifically mentioned that to bring good luck, he carefully arranged auspicious numbers: six vehicles and six professional drivers served the action. Moreover, the six vehicles were chosen with great care. The lead vehicle's license plate contains '666', bringing encouragement of 'Gaokao 666' to candidates, while the other five vehicles have plates with '67', a homophone for 'admission' in Chinese. This operation was truly thoughtful. Since June 1, Mr. Wang's 'Love Fleet' has been decorated early, setting up stations at schools, landmarks, and high-traffic areas in Ningyang County for roadshows. Drivers wore uniforms, vehicles were adorned with activity materials and banners, and they proactively engaged with people, attracting much attention from parents and students. Additionally, they posted online recruitment notices on WeChat, Douyin, and other platforms, providing contact numbers for candidates to book.

In fact, this Gaokao season, as in previous years, Six Walnut consistently launched various activities to serve candidates, but the special aspect this time is that Six Walnut mobilized its national distributor partners to take the lead personally. **On one hand, for the brand, the activity fully reflects the warmth and care from the brand, demonstrates corporate social responsibility, and enhances brand awareness and reputation. On the other hand, for distributors, participating in this public welfare project not only allows them to contribute to society but also attracts more consumer attention and support.** There are many counties like Ningyang across the country. With the support of distributors like Mr. Wang who have local influence, the reach and depth of this 'Love Exam Transport' activity far exceeded expectations, earning praise from various quarters including community members, parents, candidates, and other consumers.

**Online and Offline Marketing 'Combination Punch'**
**Why Are Distributors Eager to Promote?**

The 'Love Exam Transport' public welfare action is just one part of Six Walnut's Gaokao initiatives. Unknowingly, Six Walnut has accompanied Chinese Gaokao families for over twenty years, cheering for candidates in various forms every year, and continuously implementing and upgrading public welfare activities to solve problems and boost morale for candidates and parents. Since 2021, when Six Walnut cooperated with the Confucius Temple in Qufu, Shandong, it has held the Confucius Temple Blessing Ceremony annually, launching series of activities like the 'Six Walnut Confucius Temple Blessing Can' to pray for and cheer on candidates nationwide. This year, Six Walnut upgraded its approach, launching a new 'Six Walnut Confucius Temple Blessing Can' and simultaneously starting an online mini-program blessing activity, linking distributors and consumers for cloud interaction.

**What marketing changes does this new online-offline combination bring?**

**From the consumer perspective**, the annual Confucius Temple Blessing Ceremony could only be attended by a few parents and candidates, but the online cloud blessing activity extends the blessing beyond the physical location, allowing more candidates and parents nationwide to achieve Confucius Temple blessings without leaving home. With simple online operations, Six Walnut will hang their wishes at the Confucius Temple in Qufu, Shandong. Additionally, this year's upgraded Six Walnut Confucius Temple Blessing Can is creative and heartwarming. The front of the can features a 3D IP image of 'Confucius holding a big walnut', symbolizing the combination of 'walnut wisdom' and 'Confucius wisdom'. The back of the can is themed around the nine Gaokao subjects, combined with classic quotes from the Analects, expressing sincere blessings to Gaokao students.

**From the distributor perspective**, within Six Walnut, there is a saying about '100 days of preparation for Gaokao'. During the Gaokao season, Six Walnut distributors are also in a state of readiness. Besides cooperating with the brand on social welfare activities, this year's blessing can and online cloud blessing activity also brought some benefits to distributors, making them more motivated. According to New Distribution, the manufacturer, through the online cloud blessing mini-program, has opened up a marketing chain connecting distributors and consumers. Through distributors' promotional capabilities, on one hand, it achieves C-end communication for brand activities, and on the other hand, it allows distributors to gain tangible benefits. How is it implemented specifically? For example, a distributor promotes an activity poster with a personal QR code through Moments or terminal customer relationships. When others scan the code, they become the distributor's 'recommenders'. These recommenders further spread the promotion, and when consumers eventually purchase products, both recommenders and distributors receive sales rewards of varying amounts. The online blessing activity itself is designed to be traffic-generating, and with the manufacturer's incentive policies, distributors and terminal store owners' enthusiasm for promotion has risen sharply. According to New Distribution, for distributors with strong promotional capabilities, the income is quite considerable. Some distributors also encourage their employees to promote, which effectively creates additional income for employees.

**Final Thoughts**

Whether it's the 'Love Exam Transport' public welfare action or the 'Online Cloud Blessing' marketing activity, the uniqueness of Six Walnut's brand actions this year, in the view of New Distribution, lies in **the deep connection and mutual empowerment with distributor partners.** This is actually a true reflection of the changing manufacturer-distributor relationship in the current environment. In the past, distributors followed big brands to transform from individual businesses to corporate businesses, with the core benefit being business growth and win-win for both parties. Now, distributors following big brands need to enhance their operational capabilities. In the past, big brands managed distributors in a hierarchical manner, but now Six Walnut has shifted its perspective from managing distributors to empowering them. By improving distributors' operational capabilities, achieving cost reduction and efficiency, and thereby increasing profitability, this is the sustainable growth code for manufacturers and distributors. This co-creation model between Six Walnut and its distributors not only meets the manufacturer's needs—deeply connecting with consumers and continuously building the brand association between the Gaokao scenario and Six Walnut—but also brings self-value realization to distributors. **In the long run, distributors can not only enhance their corporate image but also gain more consumer recognition and trust, thereby obtaining more marketing and business opportunities.**

"In recent years, Six Walnut has undergone significant changes, possibly related to the market environment. I feel the Six Walnut brand is becoming younger and more creative. Following the manufacturer, I can learn a lot. I am very confident in Six Walnut," said a distributor.

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