A campaign raised by Jingdong Express focuses on spring tea shipping challenges to enhance tea suppliers' trust and recognition. Through advertisements, it becomes a professional expressman that helps the spring tea transportation faster, so tea farmers can have more free time to enjoy the spring.With this theme, Jingdong Express partners with local agriculture and tourism authorities, conducting live events to attract tea lovers for the fresh tea taste. It also holds local events which are deeply integrated with regional identity like local tea culture, helping farmers promote spring tea.Applying the three-step marketing strategy we talked before to analyze this campaign, Jingdong Express accurately saw that lots of farmers were worrying about the in-time delivery of spring tea, and the underlying pain points were unprofessional packaging, late pick-up, and inefficient logistics.Therefore, it highlighted its professionalism impression and help farmers with tea promotion for building trust. It collaborated with tourism, government, and media for endorsement, reinforcing credibility; leveraged events to create shared value with tea-producing regions and raise brand awareness.Next is how Alibaba Cloud uses the Olympic viewing experience to turn visible tech into visible brand power. Although the core clients are governments and enterprises, it still focuses on increasing awareness in the early brand journey. So, it chose the Olympic Games to broadly engage the public.Its brand ad named Did you See it? tells a lively story: from ancient Greece to digital era, the protagonist travels through time, experiencing different viewing modes.It isn't until the arrival of Alibaba Cloud's cloud broadcasting technology that the Olympic viewing experience reaches a new era, finally offering a truly flawless and immersive experience. Technology is the most authentic voice of the brand—great products and powerful tech speak for themselves.The brand is built over time. Not with a single campaign, or one flashy ad, but with consistent actions, meaningful messages, and real customer experiences. It is not about being perfect. It is about being authentic, being consistent, and being present where it matters.Hope this session gave you a deeper understanding of what brand marketing is, why it matters, and how it connects to your work, no matter your role. If you remember just one thing, let it be this: Every step forward builds the brand. Every decision is a chance to grow it.Let's build something great — together. Thank you so much for your time and your focus today!