On the morning of March 30, the Xiwang 2025 brand launch was held at the Hilton Dalian. With "scientific nutrition + sports IP" as the engine, the brand unveiled its new strategic layout, opening a new era of sports nutrition against the backdrop of the deep integration of national fitness and the sports industry.
Attendees at the event included representatives from CSIG, AJ Auxerre, Dalian Yingbo, sports and consumer media, and key channel partners, who delivered speeches at the launch.
Star Athlete Endorsement Demonstrating Strong Sports DNA In the 2025 brand strategy and product launch plan, the brand will deepen its ties with sports event IPs. It officially signed a strategic partnership with Dalian Yingbo, the newly promoted team in the 2025 Chinese Super League, becoming a strategic partner. At the event, the two sides exchanged jerseys, expressing their friendly cooperation and commitment to promoting the development of Chinese sports. The brand also announced the signing of Dalian Yingbo players Zhu Pengyu, Mao Weijie, and Yang Mingrui, who have emerged in the 2025 CSL season, as new brand ambassadors. Wang Dong, Managing Director, ORG International Holdings Co., Ltd. Wang Kui, Chairman, Dalian Tongsun Group / Dalian Yingbo Football Club New brand ambassadors: Zhu Pengyu, Yang Mingrui, Mao Weijie of Dalian Yingbo The addition of these three CSL rising stars continues Xiwang's reputation for endorsements from star athletes. From cycling champion Zhong Tianshi, fencing Olympic champions Sun Yiwen, Chen Qingyuan, and Lei Sheng, to badminton world champions "Fan-Chen" pair, and CSL rising stars, Xiwang shone at the 2024 Paris Olympics. The "Fan-Chen" pair's championship win, the first AIGC viral sensation, a live stream with Chinese badminton team Tokyo Olympic champion Wang Yilu, and support from top influencers with millions of followers have all formed a full-dimensional influence from professional events to mass sports. Xiwang stated that in the future, it will continue to upgrade products and deepen partnerships with more professional and authoritative sports events to further expand the market, precisely meet the urgent needs of sports enthusiasts for endurance replenishment, and promote the development of national fitness and sports. Liu Feng, CEO of Zhuopu Strategic Consulting, Chief Strategy Officer of Xiwang Sharing of Xiwang's 2025 product and brand plan Long-term CCTV Advertising Deep Sports Marketing Beyond focusing on sports events for brand ambassadors, Xiwang will expand its ties with sports events, especially football, by launching a long-term advertising campaign on CCTV-5's "Football Night" program. The brand will be visible in the studio, meeting football fans. This deep engagement with football fan communities will help broaden brand communication and market expansion. Expert Insights Scientifically Defining Professional Sports Nutrition As the public increasingly focuses on sports health and the demand for sports nutrition grows, the launch featured a "Sports Nutrition Science Forum" inviting first-level sports nutritionists and registered dietitians (RD) from the General Administration of Sport of China to provide professional insights into the science behind Xiwang's products. They covered core formula functions, effects on sports performance, metabolic mechanisms, and nutrient absorption efficiency, enhancing understanding of sports nutrition. Ke Xianyong, First-level Sports Nutritionist, General Administration of Sport of China, Registered Dietitian (RD) Sharing on the efficacy and application of B vitamins and collagen peptides Xiwang's endurance-specific formula and scientific nutritional ratio address common issues with traditional sports drinks, such as slow energy absorption, single-nutrient supplementation, high loss rates, physical exhaustion, muscle soreness, fatigue, and delayed energy mobilization. It provides energy replenishment, physical recovery, endurance extension, improved focus, and muscle damage repair. The importance of five B vitamins in sports energy mobilization was thoroughly explained, showcasing the event's professionalism. Leveraging Top Event IP Resources Building a Professional Sports Nutrition Service Circle At the brand building level, Xiwang leverages ORG's technical advantages in metal packaging and CSIG's integration capabilities in sports resources to build a comprehensive operational system covering product R&D, event sponsorship, and brand marketing.
At this brand launch, strategic cooperation with over a hundred distributors nationwide was established to build a professional sports nutrition service circle. Through top event IPs such as Dalian Yingbo, the Huangshan International Road Cycling Race, the Tour of Guangxi, the National College Ice Hockey League, and AJ Auxerre, as well as full support from Zhuopu Strategic Consulting, one of China's top ten most influential consulting firms, the brand achieves full penetration from professional arenas to fitness, strengthening the connection between the brand and consumers.
With a professional sports nutrition foundation and strong strategic brand endorsement, and with the goal of becoming "China's benchmark sports nutrition beverage brand," Xiwang aims to make professional sports nutrition accessible to more people, breaking performance barriers through sustained endurance. This brand launch showcased Xiwang's strong capabilities in technology R&D, channel development, and brand building, and marked the entry of China's sports nutrition industry into a science-driven, scenario-based era of national sports health. In the future, through professional products and scenario-based services, Xiwang will open a new era of sports health and nutrition with its sports DNA and technological strength.