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].

Group 1 - The company is considering collaboration with Focus Media for brand promotion, particularly in first and second-tier cities, which could enhance brand visibility and appeal to high-end consumers [1] - The company acknowledges the importance of effective brand promotion and is committed to actively engaging in marketing efforts [2]

Group 1 - The company is enhancing its online sales capabilities by improving the layout of online terminal agreements and increasing resource allocation for online operations [1] - The company is actively promoting its brand through comprehensive online and offline marketing activities, which effectively increases brand exposure [1]