Core Viewpoint - The "Xiao Hu Tu Xian Cup" qualification tournament for badminton at the 15th National Games of the People's Republic of China is set to take place in Yichang, highlighting the collaboration between sports and the Xiao Hu Tu Xian liquor brand, which aims to promote a healthy lifestyle through sports sponsorship [1][7][12]. Group 1: Event Details - The qualification tournament will occur from August 13 to 22 at the Yichang Olympic Sports Center, featuring 711 athletes from 21 provinces competing in nine events across youth and adult categories [7][9]. - The event serves as a critical platform for athletes to secure spots in the finals of the National Games, attracting significant attention from fans and media [7][11]. Group 2: Sponsorship and Brand Strategy - Xiao Hu Tu Xian has been named the title sponsor and the exclusive designated liquor for the event, marking a significant step in the brand's commitment to supporting sports [3][9]. - The brand aims to connect with consumers by promoting a healthy and active lifestyle, aligning its values with the spirit of badminton, which emphasizes speed, vitality, and teamwork [9][12]. Group 3: Broader Industry Context - The collaboration between liquor brands and sports events is on the rise in China, with Xiao Hu Tu Xian actively participating in various badminton competitions, including the 2024 National Badminton Championships and the 2025 Asian Badminton Championships [12][14]. - The brand's strategy focuses on creating emotional connections with consumers through sports, enhancing its cultural relevance and market presence [16][17]. Group 4: Future Initiatives - Xiao Hu Tu Xian plans to deepen its engagement with badminton enthusiasts through various activities, including world champion training camps and elite challenge matches, fostering a community around the sport [14][19]. - The brand's mission is to provide quality products and experiences that enhance consumer happiness, reflecting its commitment to the idea of "brewing happiness" [17][19].

Core Viewpoint - The article highlights the initiatives taken by the brand Xiaohutuxian to support students and families during the critical period of college entrance examinations, emphasizing a combination of cultural empowerment and comprehensive services [1][10]. Group 1: Cultural Empowerment and Services - Xiaohutuxian is positioning itself as a supportive partner for students post-examination, offering a range of services including "cultural empowerment + full-cycle service" [1]. - The brand has established over 180 "Gaokao Support Stations" across more than 100 districts, providing comfort and resources to students and parents during the exam period [2]. - The company is organizing over 40 "Famous Teacher Guidance Lectures" in various provinces to alleviate admission anxiety and provide practical advice on college selection and application processes [1][6]. Group 2: Community Engagement and Interactive Activities - The "Gaokao Support Stations" not only provide cooling supplies but also engage students and parents with interactive activities, including chances to win cultural merchandise linked to the Liangzhu Museum [4]. - The lectures will feature experienced educators who will address key concerns regarding college applications, ensuring a comprehensive support system for families [6][7]. Group 3: Brand Strategy and Market Positioning - Xiaohutuxian is utilizing a three-dimensional strategy of "cultural rituals + quality experience + value-added services" to differentiate itself in a competitive market [11]. - The brand aims to create a complete value chain from pre-exam support to post-exam planning, enhancing emotional connections with families [10][15]. - By integrating traditional cultural elements into its marketing, such as recreating the imperial examination ceremony, Xiaohutuxian enhances its brand image and customer engagement [13].