GuangzhouJune 1, 2026 /PRNewswire/ — Recently, the domestic professional off-road race—the Bartu Trail • Guanmenshan Hundred—concluded successfully. As the designated sponsor for joint nutrition, Jialiduo provided full support throughout the event. Xie Wenfei, the off-road sports ambassador for the Jialiduo brand, also participated in the race, embodying the resilience and passion of a professional runner.
During the event, Jialiduo collaborated with professional athletes, leveraging the professional race to reach the sports community. At the same time, it partnered with the JD platform to build an integrated online-to-offline chain covering scenarios, channels, and users around the 618 sales period, offering comprehensive joint care support for athletes and further solidifying the brand’s leading position in the field of bone and joint nutrition.
Scientific Nutrition Supports Extreme Trail Warriors
Now in its tenth edition, the Bartu Trail is a highly influential and renowned professional race in China, known for its high intensity and challenging nature, testing participants’ physical endurance and willpower. The race embodies the spirit of extreme sports, echoing the “Bartu” warrior culture, inspiring athletes to push beyond their physical and mental limits and surpass themselves in the wild mountains.
Compared to regular road marathons, trail running involves more complex terrain, greater impact, and higher joint wear, making it a professional sport with stricter requirements for joint protection. As the designated sponsor for joint nutrition, Jialiduo provided professional scientific nutritional support to athletes, helping warriors run freely through the mountains.
During the event, Jialiduo set up a dedicated interactive booth at the race site, offering participants and spectators an engaging experience. The booth attracted a large crowd, allowing attendees to try products while gaining in-depth knowledge about scientific joint care. The professional sports setting of this event further highlighted the brand’s expertise in the field of sports health.
Huang He, head of Jialiduo’s e-commerce team and general manager of Baiyue, was also invited as a guest presenter at the event’s awards ceremony, presenting honors to winning athletes and witnessing the highlight moments together.
Collaborating with Leading E-commerce Platforms to Expand Reach
During the event, Jialiduo deeply engaged with JD, leveraging JD’s extensive user base in the health consumption sector to reach a large audience focused on joint care and sports health, continuously broadening the brand’s influence in the sports health field.
Jialiduo partnered with JD’s calcium and vitamin livestream studio, inviting Zhang Zhekun, head of JD’s bone health category, to join the livestream alongside Xiao Luyao, Jialiduo’s e-commerce director. Leveraging the on-site atmosphere and real-world setting of the race, the livestream shared joint care knowledge tailored to the needs of trail running scenarios. Simultaneously, it featured both JD and brand executives in the livestream, offering exclusive fan benefits and limited-time perks. By capitalizing on the race’s buzz and the dual-executive effect, the livestream attracted significant attention.
This collaboration between Jialiduo and JD achieved mutual benefits through race scenario exposure, platform user engagement, and complementary e-commerce resources. While strengthening the brand’s professional image, it also accumulated reputation and popularity, driving simultaneous growth in brand visibility and market influence.
Partnering with Off-Road Sports Ambassador to Showcase Professionalism
During the event, Xie Wenfei (Seyu), a key figure in China’s ultra-distance trail running and the Asian women’s course record holder for the Tor des Géants (TDG) 330km race, was officially announced as Jialiduo’s off-road sports ambassador. Xie Wenfei also competed on the Bartu Hundred-kilometer course, demonstrating the resilience and passion of a professional runner and showcasing how scientific nutrition supports extreme sports, helping more sports enthusiasts recognize Jialiduo’s value in joint care.
At Jialiduo’s on-site booth, Xie Wenfei participated in a livestream interaction, sharing her trail running experiences and insights on joint care. She noted that compared to regular road running, trail running places greater impact and strain on knee joints, making joint nutrition supplementation even more critical. Aligned with the brand’s philosophy and professional approach, Xie Wenfei engaged in brand collaboration as a trail runner, working with Jialiduo to promote the concept of scientific joint care and safeguard the joint health of runners everywhere.
Discussing Jialiduo’s series of actions deeply integrating the Bartu Trail race, the JD platform, and the off-road sports ambassador, Huang He, head of Jialiduo’s e-commerce team and general manager of Baiyue, stated: “For our e-commerce team, this professional race was an excellent scenario to precisely reach the sports community and a window to spread the brand’s professional philosophy of joint care. Through this collaboration, we connected the race IP, JD platform, and the off-road sports ambassador, bringing the livestream to the front lines of the professional race. On one hand, we conveyed product value through the ambassador’s authentic sharing and the professional race setting; on the other hand, we leveraged JD’s traffic platform to efficiently reach target users, helping more people in need learn about scientific joint care. Moving forward, our team will continue to delve into the sports field, exploring collaborative models that benefit both e-commerce and platforms, continuously empowering brand e-commerce growth and delivering professional joint care products to more people.”
This integration of the off-road race, e-commerce platform, and sports ambassador marks a significant breakthrough in Jialiduo’s layout in professional sports scenarios. In the future, Jialiduo’s e-commerce division will continue to leverage the brand’s content creativity, utilize the platform’s channel amplification capabilities, expand diverse forms of collaboration, collectively amplify brand visibility, and steadily enhance brand influence while widely disseminating the concept of scientific joint care.