重磅！霸王茶姬升级郑钦文为全球代言人，东方茶饮借体育精神加速 “出海”

Core Insights - The upgrade of Zheng Qinwen from "Global Health Ambassador" to "Global Brand Ambassador" signals a strategic shift for the brand, emphasizing emotional connection over commercial partnership [1][2] - This change reflects Bawang Chaji's ambition to leverage Zheng's influence to transform its image from a "health tea representative" to a "symbol of Eastern culture going global" [2][6] Brand Strategy - The distinction between "Health Ambassador" and "Global Brand Ambassador" indicates a deeper commitment to brand culture and international expansion, moving beyond mere health advocacy [2] - Bawang Chaji's global strategy is underscored by the need for a recognizable figure to enhance its global identity amidst fierce competition in the Chinese tea market [2][6] Athlete's Profile - Zheng Qinwen, born in 2002, has achieved significant milestones, including ranking 4th in the world and winning a gold medal at the 2024 Paris Olympics, which enhances her international visibility [3][4] - Her public persona aligns well with Bawang Chaji's brand values of health, youth, and cultural depth, making her an ideal representative for the brand [3][4] Long-term Collaboration - The partnership between Bawang Chaji and Zheng Qinwen has been cultivated since 2024, establishing a strong brand association that enhances consumer recognition [4] - The collaboration is not merely based on her Olympic success but on the deeper alignment of values between the athlete and the brand [4] Global Expansion - Bawang Chaji has transitioned from a local brand in Yunnan to a global cultural symbol, with over 7,000 stores worldwide and more than 200 overseas locations [6] - The brand's unique approach combines Eastern aesthetics with modern commercial narratives, setting it apart from competitors [6] Cultural Integration - The partnership with Zheng Qinwen represents a fusion of brand and sports culture, aiming to convey a message of resilience and elegance that resonates globally [7][8] - This collaboration is seen as a long-term cultural strategy rather than a short-term marketing tactic, focusing on embedding Eastern tea culture into global lifestyles [8]