Core Viewpoint - The collaboration between Ha Luo and NBA represents a strategic shift for Ha Luo from a functional service provider to a brand that offers emotional value and resonates with users' aspirations [2][6]. Group 1: Partnership Details - Ha Luo has entered a long-term strategic partnership with NBA China, becoming the "official market partner" of NBA China, aiming to merge cycling with basketball culture [2]. - The partnership will include the launch of NBA-themed shared bicycles and various campus activities at universities across China, enhancing user engagement through sports [2][4]. - An online NBA section will be created to provide users with more opportunities to participate in NBA-related activities [2]. Group 2: Brand Evolution - This partnership is part of Ha Luo's broader ambition to transition from a functional lifestyle platform to a brand that provides emotional value and aligns with users' values [6]. - Ha Luo has previously collaborated with luxury brand LOEWE, showcasing its strategy of cross-industry partnerships to enhance brand perception and user experience [4][6]. - As of now, Ha Luo has over 750 million registered users, with a projected 57.32% of consumers choosing Ha Luo for shared bicycle services in 2024, indicating a stable user base for its transformation [6].

Group 1 - NBA China and Hello have announced a long-term strategic partnership, with Hello becoming the "official market partner of NBA China" [1] - The collaboration aims to break the boundaries between basketball and cycling, offering exclusive joint activities and benefits for users [1] - Hello will launch NBA-themed customized shared bicycles and conduct NBA-themed campus activities across universities in China, integrating cycling and basketball elements [1] Group 2 - This partnership marks an important step for Hello in its journey towards brand globalization and youth engagement, representing a deep integration of low-carbon travel and sports culture [1] - Hello has previously collaborated with luxury brand LOEWE, launching a limited edition golden customized bicycle and a "Golden Riding Challenge" [5] - The company is transitioning from a functional lifestyle platform to a brand that provides emotional value and advocacy for its users, with over 750 million registered users [6]