Group 1 - The annual event "2025 Technology Wind and Cloud List" was held on January 15, 2026, in Beijing, with the theme "Inspiring New Intelligence, Embarking on a New Journey" [1][5] - The founder and CEO of Yupaodirect, Zhou Feng, stated that the company uses self-endorsement in advertising because it is a new brand, and hiring a big celebrity might not effectively promote brand recognition [3][7] - Zhou Feng mentioned that the advertising budget for Yupaodirect is lower than that of competitors in the food delivery sector, but the company has invested significantly in its marketing efforts [3][7] Group 2 - Zhou Feng acknowledged a previous advertising mistake where the design did not resonate with young job seekers, leading to a change in strategy that focused on free white-collar job recruitment, resulting in Yupaodirect having the highest number of job postings in the country [3][7] - The company’s advertisements are also visible in various locations, including elevators, promoting the message that Yupaodirect has the highest number of free white-collar job postings [4][8]

Core Viewpoint - The article discusses the business strategy of 361 Degrees in leveraging sports stars as brand ambassadors, highlighting the recent controversy surrounding the "fastest nurse" Zhang Shuihua and the company's response to her contract termination [2][3]. Brand Strategy - 361 Degrees has disclosed a total of 29 brand ambassadors in the first half of 2025, including international NBA stars, Olympic champions, and elite athletes, with 13 specifically in the running category [5][6]. - The company aims to enhance brand influence and sales through collaborations with professional athletes, often opting for short-term endorsement contracts during events [7]. Advertising and Promotion Expenditure - 361 Degrees has significantly increased its advertising and promotion spending, surpassing 1 billion yuan in both 2023 and 2024, with a ratio of 10.1% in the first half of 2025, reflecting a year-on-year growth of 6.4% [10][11]. - The brand's advertising expenditure has shown a consistent upward trend, with a notable increase from 4.95 billion yuan in 2020 to 10.72 billion yuan in 2023 [11]. Athlete Endorsement Impact - The choice of brand ambassadors is influenced by their commercial value, image alignment with the brand, reputation, and collaboration costs, with a focus on enhancing customer retention and attracting new clients [9][12]. - The strategy includes diversifying endorsements across various sports, such as swimming, gymnastics, and e-sports, to reach different consumer segments [8][9].