Fourteen years of working together to achieve mutual success—Tian Youde and Zhang Shuai jointly create a glorious chapter in Chinese tennis
When the final whistle of the 2026 Australian Open women’s doubles final sounded, the scene of Chinese veteran Zhang Shuai and his partner Mertens embracing and celebrating became a classic moment in the world of tennis. The camera zoomed in, and the eye-catching “God Blessed Virtue” logo on Zhang Shuai’s chest became even thicker against the light of the trophy – this mark that has been with her for 14 years has not only witnessed her breakthrough from the bottom to the legend of winning two Australian Open women’s doubles championships, but also spread the fire of “Highland Barley Spirit Plateau Power” in every corner of the international arena.
Behind the glory on the field: a firm bond spanning fourteen years
At the end of 2012, when Li Yinhui, chairman of Tianyoude Highland Barley Wine Company, was moved by Zhang Shuai’s unyielding sportsmanship, a “long-distance race” that went beyond ordinary business cooperation began. At that time, Zhang Shuai had made his debut at the Grand Slam as a dark horse in the qualifying rounds at the 2008 US Open, but he still had not escaped the confusion of his career; and God Youde, with his keen vision, chose to work side by side with this still-growing player, replacing short-term chasing with long-term companionship.
This choice has been repeatedly confirmed in the following years. Before the 2016 Australian Open, Zhang Shuai was faced with the curse of being in the first round of the Grand Slam for 14 consecutive times, and doubts came flooding in. When the outside world was shaken, Tianyoude’s support was never absent – from being with her day and night on the training ground, to being encouraged after a defeat; from being a witness of perseverance in the wind and sun, to being a warm support in the biting cold wind, this logo has always been affixed to Zhang Shuai’s chest, becoming the source of confidence in her heart to “dare to fight and dare to win”. In the end, Zhang Shuai defeated former world No. 1 Simona Halep at the 2016 Australian Open and broke into the women’s singles quarterfinals, breaking the curse in one fell swoop. The name “God Blessed” also became known to more people with her counterattack story.
In the following ten years, this bond became deeper and deeper. In 2019, Zhang Shuai won the Australian Open women’s doubles championship for the first time, and God Youde witnessed her reaching the top of the Grand Slam doubles for the first time; at the 2024 Guangzhou International Women’s Tennis Open, she was crowned the “Quadruple Open Champion”, and the logo on her chest was once again framed with the trophy; in 2026, the 37-year-old Zhang Shuai won the first Grand Slam doubles title after 7 years. In 2008, she won the Australian Open women’s doubles championship again, raising the number of personal Grand Slam doubles championships to three and becoming the first player in Chinese tennis history to win the Australian Open women’s doubles championship twice. “In the past 14 years, no matter the good times or the downturns, God Youde has always been there and has been the most solid backing for my hard work on the field.” In the post-game interview, Zhang Shuai’s emotional expression expressed this friendship that spans the years – it has long transcended the business scope and has become a spiritual resonance of mutual agreement and mutual achievement.
The spirit of highland barley: spiritual resonance from the fertile soil of the plateau to the tennis court
“Zhang Shuai does not have ‘popularity’, nor is he a ‘dark horse’, but he has experienced hardships and gained joy.” Li Yinhui’s evaluation of Zhang Shuai is the most vivid interpretation of the highland barley spirit. In the snow-covered plateau, highland barley grows with tenacity: it takes root in the barren land, is not afraid of severe cold and lack of oxygen, and uses its developed root system to absorb nutrients; the awns are long and hard, like a sharp sword, resisting attacks by birds and beasts, and guarding the growth of the grain; when mature, the grain separates from the shell, and finally “stands out” and becomes a precious food that nourishes the plateau. This characteristic of “unyielding in desperate situations and accumulating wealth” perfectly fits Zhang Shuai’s career trajectory.
The venue for the 2026 Australian Open women’s doubles final is a vivid interpretation of the highland barley spirit. In the first set, Zhang Shuai’s team was once behind 1-4. Under the unfavorable situation, they withstood the pressure like highland barley resisting the wind and frost. They first broke the opponent’s serve and scored key points in the tie-break. Even though they wasted 4 set points, they still won the first set 7-4. In the second set, they pursued the victory and suppressed their opponents with a perfect start of 5-0, and finally sealed the victory 6-4. Throughout the game, Zhang Shuai demonstrated not only his superb skills, but also the perseverance of a highland barley to “fear no hardships and challenge the limits” – just like the spiritual core conveyed by Tian Youde in activities such as cycling around Qinghai Lake. Every time he grits his teeth and persists, it is the practice of the Olympic spirit of “faster, higher, stronger – more united”.
And the transmission of this spirit has already transcended the playing field. From the persistence of agricultural and animal husbandry scientific and technological personnel in cultivating new varieties of highland barley, after several or even more than ten years of experiments and thousands of material screenings, to Zhang Shuai’s never giving up during his seventeen-year journey to the Australian Open; from God’s help in developing highland barley from a “life-saving food” to a “rich food”, to the sports feelings and “highland barley spirit” that accompany athletes to break through themselves. It has become a spiritual link connecting plateau and competition venues, brands and athletes, allowing the light of China’s plateau culture to continue to bloom on the world stage.
Mutual Achievements: Writing a New Chapter of Chinese Brands and Sportsmanship
The story of Tian Youde and Zhang Shuai, who have been together for 14 years, is an example of the growth of Chinese brands and Chinese athletes. For Zhang Shuai, God Youde’s support is her “solid backing” for her hard work on the court, allowing her not to get lost at the trough and not to be proud at the peak; she injects sports vitality into the “highland barley spirit” with breakthroughs again and again – from breaking the “first round tour” curse to winning two Australian Open championships, from singles breakthrough to doubles glory, she uses her results to interpret the true meaning of “hard work is rewarded”, and also makes “God Blessed” The name is closely connected with “persistence” and “breakthrough”.
For Tianyoude, this cooperation is no longer a simple brand exposure. From supporting Zhang Shuai in international competitions, to supporting sports activities such as cycling around Qinghai Lake, to deepening the highland barley industry, the brand has always fulfilled its social responsibilities with “long-termism”. Just as highland barley takes root in the plateau and eventually becomes a treasure of fertile soil, Tianyoude also uses its long-term persistence to deeply integrate the brand concept with sports spirit and plateau culture, becoming an important carrier to convey the Chinese spirit.
Now, standing at a new starting point, 37-year-old Zhang Shuai has not stopped yet. In the future, she will continue to bring the “highland barley spirit” and the bond with Tianyoude to write more wonderful stories on the tennis court; Tianyoude will also continue to use this friendship spanning 14 years as a starting point to continue to deliver the “power of the plateau” and inspire more people to stick to their dreams and move forward bravely.
Fourteen years of spring and autumn have passed, and a logo has witnessed the growth; the spirit of highland barley has been passed down forever, and we work together to write a legendary chapter. The story of Tian Youde and Zhang Shuai is not only the perfect fit between sports and brands, but also a vivid expression of the Chinese spirit in the new era – it tells us that only by adhering to the original intention and not being afraid of hard work can we take root in the years like highland barley, stand out in challenges, and finally shine with our own light.
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