Group 1 - JD.com officially announced that Zhang Yixing has become its fashion ambassador and the surprise ambassador for the 618 shopping festival [1] - The JD Heartbeat Shopping Season will officially start at 8 PM on May 13, featuring significant discounts and promotions, including over 1000 yuan subsidies per person daily and six months of interest-free installments [1] - Zhang Yixing expressed his excitement about becoming JD's fashion ambassador, emphasizing his personal style and the upcoming surprises he will bring with JD [1] Group 2 - Zhang Yixing was also announced as the cultural tourism ambassador for Kweichow Moutai, indicating a trend of brands seeking to connect with younger consumers through celebrity endorsements [3] - There are mixed opinions regarding Moutai's strategy; some analysts believe it is a necessary move to attract a younger demographic, while others argue that Moutai's established brand identity does not require celebrity influence [3] - Zhang Yixing is a well-known figure in the entertainment industry, having gained fame as a member of the boy band EXO and through various acting roles, which may enhance his appeal as a brand ambassador [3]

Core Viewpoint - Guizhou Moutai officially announced that Zhang Yixing has become its cultural tourism ambassador, indicating a strategy to attract younger consumers and modernize its brand image [1][2]. Group 1: Brand Strategy - The appointment of Zhang Yixing as the first brand ambassador is seen as part of Moutai's strategy to penetrate the younger market and expand its consumer base [2]. - There are mixed opinions regarding this move; some analysts believe Moutai's established market recognition does not require celebrity endorsement, while others question the compatibility of Zhang Yixing's fanbase with Moutai's high-end brand positioning [2]. Group 2: Zhang Yixing's Profile - Zhang Yixing, born on October 7, 1991, in Changsha, Hunan, is a well-known singer and actor, a member of the South Korean boy group EXO, and the CEO of Chromosome Entertainment [2]. - He gained significant attention after participating in the reality show "Extreme Challenge" and has received awards for his acting, including the Best Supporting Actor at the 4th China-UK Film Festival [2][4].