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低度白酒天花板单品,为什么会是它?

Core Insights - The 38-degree Guojiao 1573 is poised to become the first low-alcohol product in the Chinese liquor industry to enter the "100 billion club," establishing its position as the "ceiling" for low-alcohol liquor [1][3] - The low-alcohol liquor market is projected to exceed 74 billion yuan by 2025, with an annual compound growth rate of 25% [3][4] - The success of 38-degree Guojiao 1573 is attributed to its alignment with consumer trends, technological breakthroughs, and effective market positioning [4][6] Market Performance - In Hebei, 38-degree Guojiao 1573 holds an 80% market share of Luzhou Laojiao, generating annual sales of 4 billion yuan [1] - The product is highly favored in various markets, with 8 out of 10 bottles sold being 38-degree Guojiao 1573 in regions like Shandong and Jiangsu [1] - The brand's sales are expected to surpass 20 billion yuan in 2024, with the 38-degree variant contributing 50% of this figure [3] Consumer Trends - There is a significant shift towards low-alcohol products driven by health-conscious consumers and the younger demographic, particularly those born between 1985 and 1994 [4][6] - The new generation of consumers values the social and health aspects of drinking, creating a favorable environment for low-alcohol liquor [4] Technological Innovations - The product's success is underpinned by 701 years of brewing heritage and the unique 442-year-old national treasure cellar group, which ensures high-quality raw materials [1][4] - Luzhou Laojiao has developed proprietary technologies to overcome challenges associated with low-alcohol liquor, such as turbidity and flavor loss, leading to the creation of a product that maintains quality while reducing alcohol content [8][10] Future Developments - Luzhou Laojiao is expanding its low-alcohol product line, having completed the development of a 28-degree Guojiao 1573, indicating a strategic focus on low-alcohol offerings [7][10] - The company aims to leverage its technological and product advantages to further penetrate the low-alcohol market across China [10]