On July 11, 2026, the 25th Qinghai International Road Cycling Race around the United States will kick off. This event, founded in 2002, was officially renamed from the "Tour of Qinghai Lake International Road Cycling Race" to the "Tour of Great Beauty Qinghai International Road Cycling Race" last year. This year, it has completed the stable classification of UCI Asia's top event, achieving a leap from a regional sports IP to an international top plateau event. Jinhui Liquor was named the second stage "Huangyuan Menyuan" this year, which crosses a hundred mile rapeseed flower sea and has become a concentrated exhibition of the brand's integrated strategy of "event+product+IP+scene".

1、 The value of event IP has soared, opening a strategic window for regional brands

The systematic upgrade of the 2026 Youth Championship is not just about name changes.

At the competitive level, multiple intercontinental and world tour teams from around the world gather on the high-altitude track with an average altitude of 3000 meters. The unique characteristics of the track, such as high-altitude climbing and crosswinds around the lake, greatly enhance the international professionalism and global dissemination of the event. Synchronized hardware support reform: The Qinghai Provincial Department of Transport has conducted a comprehensive hidden danger investigation on all race related road sections, investing nearly 7000 working days in maintenance and handling more than 15000 square meters of road surface diseases. 11 ordinary national and provincial trunk lines, totaling more than 700 kilometers of race related road sections, have been repaired and upgraded.

Coinciding with the 25th anniversary of the establishment of the competition, this year's Green Ring Competition has completed a complete visual system upgrade, with a brand new 25th anniversary exclusive logo, themed trophy, flowing sand creative medal, and family mascot appearing together. The trophy is inspired by the concept of "the source of the Three Rivers, endless vitality", and the flame shape echoes the spirit of cycling and hard work; The medal is equipped with a flowing blue quicksand movement, integrating Qinghai local elements such as annual rings and Hehuang colored pottery, integrating the cultural heritage of the plateau mountains and rivers with the 25 year history of the event, further consolidating the international and distinctive brand recognition of the event, and amplifying the value of the event's IP dissemination.

What is even more noteworthy is that this year's Youth Olympic Games has broken away from the traditional idea of "organizing events" and fully promoted the deep integration of multiple industries such as agriculture, sports, culture, tourism, and commerce. The event passes through core scenic areas such as Qinghai Lake, Atomic City, and Baili Rapeseed Flower Sea, and simultaneously launches ecological tourism routes and exhibitions of characteristic agricultural and livestock products, transforming "event traffic" into "consumption increment" and "industry increment". On the opening day of the competition, the head network talent of Baijiu, Lafeige, will also appear in the Qinghai Lake to launch a special live broadcast - the superposition of the scenic spot scene and the event atmosphere is the direct landing of the integration of agriculture, sports, culture, tourism and business at the consumer end. The relevant person in charge of the Qinghai Provincial Sports Bureau stated that the core goal of upgrading the Qinghai Provincial Games is to empower the local real economy with top-level event traffic, and promote the closed-loop linkage between plateau ecology, ethnic culture, and local industries.

For brands, the leap of event IP means the synchronous amplification of brand communication windows. Jinhui Liquor's strategic cooperation for four consecutive years is precisely due to its recognition of the unique value of the "Qinghai Open Business Card" - it is not only a sports event, but also a city super IP that connects global resources and gathers international attention. The two share the spiritual core of "breakthrough, symbiosis, and advancement", enriching the connotation of the four-year dissemination mainline of "surrounding the beautiful Qinghai and enjoying the soft golden emblem" with the iteration of the competition.

Along with the upgrade of the competition, Jinhui Wine has simultaneously completed the four fold rejuvenation of packaging, quality, taste, and brand in the soft series, and strengthened its product strength, providing Jinhui with a more solid carrier to undertake the momentum of the competition.

2、 The birth of the "Roubao" IP: from product symbols to personalized communication

In May 2026, the Soft series officially launched its exclusive super IP image "Roubao" - based on the bottle body and incorporating the auspicious meaning of "gourd", the rounded and full shape is in line with the brand proposition of "softness is also a kind of power". The visual language of the packaging of the celadon gradient green replica product conveys the imagery of the forest valleys at the southern foot of the Qinling Mountains and the natural vitality of Qinghai Lake. The birth of Roubao provides a more approachable tool for Jinhui liquor to communicate with the general public in sports events.

Roubao "uses a concrete and personalized IP image to transform the abstract taste experience of" softness "into perceptible, interactive, and communicable emotional symbols. In the competition of industry brand marketing campaigns, this personalized communication method is an effective strategy to enhance user stickiness and achieve differentiation and breakthrough.

The carnival site revolves around the atmosphere of the event and the regional characteristics of Qinghai, with an interactive matrix connected by "soft treasures": fun games, blind guessing for tasting, IP check-in, etc., to build an immersive consumption scene, transforming the crowd on the field into a brand experience audience. It transforms sports marketing from "brand self talk" to "active participation of consumers", and online interactive topics continue to generate momentum, jointly injecting richer mass consumption scene support for the integration of "agriculture, sports, culture, tourism, and business" in the event.

3. Four years of long-term cultivation: from sponsorship behavior to value symbiosis

This year marks the 25th anniversary of the establishment of the Huanqing Competition, and it is also the fourth year of the official partnership between Jinhui Wine and Huanqing Competition. For a quarter of a century, this event has been adapting to changes in the market and environment, but the original intention of hosting a high-quality international event has never changed. This long-term commitment is inconsistent with the concept of "brewing good wine for customers" at Jinhui Liquor.

Looking back at the cooperation process, the brand has deepened its involvement year by year: from the initial brand exposure and stage naming, to urban cycling parades, competition carnival, post competition awards, and then to online short video linkage and synchronized promotion of terminal stores throughout the province. After four years of continuous investment, a consumer mentality of "surrounding a beautiful Qinghai and enjoying a soft golden emblem" has been established in the hearts of Qinghai consumers.

The value of this long termism needs to be examined in the context of the industry. It is not uncommon for Baijiu brands to do sports marketing, but most of them stop at "one sponsorship". When the event ends, the marketing is out of gear, the brand is separated from the spirit of the event, and the traffic is difficult to transform. The difference of Jinhui lies in that it does not treat Huanqingsai as a short-term traffic acquisition tool, but as an organic component of brand strategy, increasing and continuously iterating year by year.

The deeper logic lies in the alignment of the core values. The Green Tour represents high-altitude racing, perseverance and breakthrough, and inclusiveness and openness; The Golden Emblem advocates restraint, precipitation, and inclusiveness, stating that "softness is also a form of strength". The driver's determination to move forward bravely at high altitude, combined with the warm and gentle body of the wine, forms a spiritual complementarity and resonance. The four years of continuous investment have not only accumulated brand exposure, but also consumers' emotional recognition of the strong association between the Golden Emblem and the Green Ring Competition - this regional emotional barrier is the most solid moat for the brand.

At the same time, Jinhui Wine always adheres to the corporate mission of "brewing ecological wine and transmitting positive energy". The Green Tour runs through ecological reserves such as Qinghai Lake and Qilian Mountains, and adheres to the theme of "green, humanistic, harmonious, and experiential". This "dialogue" spanning the Qinling Mountains and Qinghai is a common annotation of green ecology and quality of life. From the selection of raw materials to the inheritance of intangible cultural heritage craftsmanship, from the time tempering of wine sea storage to the perseverance in conquering the plateau, Golden Emblem uses "high standard brewing" to dialogue "high-altitude challenges", establishing a deep connection between ecological protection and sports spirit.

4、 The Evolutionary Direction of Baijiu Sports Marketing

The Baijiu industry has entered a deep stock competition cycle, and the effect of traditional hard and wide, price war and banquet promotion continues to decline. The practice of the Golden Emblem Wine Four Year Green Tour reflects several clear evolutionary paths of regional famous liquor sports marketing:

Firstly, shifting from short-term single naming to long-term strategic symbiosis of local top IP. After four years of deep cultivation, Jinhui has developed a consumer mentality of "watching the Green Tour and drinking soft Jinhui" in the Qinghai market, verifying the long-term operational ability of "brand x regional top IP" - this deep cultivation methodology provides a replicable regional model for the brand to expand into the national market.

Secondly, shifting from one-way brand advertising exposure to synchronous iteration of events, products, and offline experiences. Using events as the release window for new products and the landing carrier for IP, we use offline experiences to receive event traffic and achieve multi-dimensional value release.

Thirdly, shift from isolated sports marketing to integrated development of local "agriculture, sports, culture, tourism, and commerce". Jinhui uses fine wine as a medium to link agricultural, pastoral, cultural, and tourism resources along the route. This two-way model of "brand empowering local areas and local nurturing brands" is an effective methodology for establishing deep connections with local markets in the process of moving from the region to the whole country.

Fourthly, from the traditional thick Baijiu narrative to the realization of young personality communication relying on original IP. The successful landing of the Roubao IP in the Huanqing Competition has verified the replicability of personalized communication, providing a lightweight tool for brands to quickly establish consumer favorability when entering new markets.

Conclusion:

On July 12th, the second stage of the Golden Emblem Wine Championship kicked off with a shot, and the drivers will depart from the ancient city of Dangar in Huangyuan, crossing a hundred mile sea of rapeseed flowers and heading straight to Menyuan. The brand broadcasted live in Flower Sea, presenting the plateau scenery and upgraded soft golden emblem to consumers across the country simultaneously - from green sprint shirts to ecological production areas, Golden Emblem Wine completed the complete expression of "ecological good wine" with this event. This is not only a promotional event, but also a quality roadshow for ecological fine wine from the southern foothills of Qinling Mountains to the national market.