290亿白酒大佬，亲身下场卖啤酒

Core Viewpoint - The liquor industry is facing significant challenges, prompting the chairman of Zhenjiu Lidou, Wu Xiangdong, to adopt innovative strategies, including launching a new beer product and engaging in live streaming to boost sales and reach younger consumers [2][4][5]. Group 1: Company Performance - Zhenjiu Lidou issued a profit warning in early August, expecting revenue between 2.4 billion to 2.55 billion yuan for the first half of the year, representing a year-on-year decline of approximately 40% [4]. - The company's net profit is projected to shrink by at least 23% due to reduced liquor consumption, particularly in business and social settings [4]. Group 2: Strategic Initiatives - Wu Xiangdong is implementing three major strategies to address declining demand: 1. Cultivating new strategic products, such as the high-end product "Dazhen·Zhenjiu," priced at 888 yuan per bottle [8][9]. 2. Strengthening the competitive position of existing flagship products, "Zhen Fifteen" and "Zhen Thirty," with suggested retail prices of 899 yuan and 1888 yuan, respectively, while addressing significant price discrepancies in the market [10][11]. 3. Expanding new consumption scenarios by launching mid-range and high-end products tailored for events like birthdays and weddings, including the newly launched "Zhen Ten" priced between 500-600 yuan [12]. Group 3: Marketing and Consumer Engagement - To attract younger consumers, Wu Xiangdong has engaged in various marketing efforts, including appointing celebrity Yao Anna as a brand ambassador and launching the "City Koi" campaign, which incentivizes purchases with a lottery [13]. - The company is also entering the high-end beer market with a new product named "Niu Shi," which took three years to develop, leveraging existing business networks for sales [14][15][16]. - As of August 7, Zhenjiu Lidou's stock closed at 7.24 HKD, with a market capitalization nearing 25 billion HKD [17].