Core Insights - The collaboration between "Pao Xiaoyan" and the Jiangxi Provincial Urban Football Super League (Ganchao) represents a unique integration of regional branding and local sports events, creating a pathway for brand growth rooted in cultural identity and community engagement [1][10] Group 1: Brand Development - "Pao Xiaoyan" was founded in 2017 in Guangzhou, focusing on the "light nourishment" sector, addressing modern consumers' needs for convenient and efficient health management [3] - The brand has established a strong reputation for quality, with rigorous quality control processes and significant investment in a food industry park in Jiangxi, ensuring full supply chain management [3][11] - The brand's product offerings include innovative items like the salt-steamed orange drink, leveraging local agricultural advantages [3][11] Group 2: Marketing Strategy - "Pao Xiaoyan" adopts a deep participation approach in the Ganchao league, moving beyond traditional sponsorship to create emotional connections with local culture and sports [5][6] - The brand has set up a "salt-steamed orange" pop-up station at matches, addressing fan needs for refreshing beverages during games, enhancing the overall spectator experience [5][6] - Marketing efforts include branding on player jerseys and promotional activities that tie the brand to local pride and community support [6][8] Group 3: Social Responsibility - The establishment of the "Ganchao Star Reward Program" reflects the brand's commitment to social responsibility, promising financial rewards to key players, thus fostering local sports development [8] - The partnership has significantly boosted the league's commercial revenue by 60% and increased viewership to over 22 million, showcasing the brand's role as a vital contributor to local sports [8][9] Group 4: Impact and Recognition - The collaboration has resulted in a 49% increase in brand recognition in Ganchou, with daily sales at pop-up stations tripling during the season [9] - "Pao Xiaoyan" has positioned itself as a symbol of healthy living in Jiangnan, transcending its product offerings to become a cultural icon [9][10] - The brand's strategy emphasizes the importance of integrating local resources and community engagement to achieve sustainable growth and brand loyalty [9][10]