WLY(SZ:000858) Zhong Guo Ji Jin Bao·2025-08-26 14:05Core Viewpoint - Wuliangye Group, valued at over 500 billion yuan, is re-entering the low-alcohol liquor market with the launch of its 29-degree product, priced from 399 yuan, aiming to attract younger consumers [1][5][10]. Company Strategy - The new low-alcohol product is designed to meet the preferences of younger consumers who favor a "low-spiciness, light-burden" drinking experience [5][9]. - Wuliangye has previously attempted to enter the low-alcohol market in the early 1990s but paused due to changing market demands [8]. - The company conducted research indicating that only 19% of young consumers prefer traditional liquor, while 60% favor low-alcohol options [9][10]. Market Opportunity - The low-alcohol liquor market is projected to exceed 74 billion yuan by 2025, with a compound annual growth rate of 25%, significantly outpacing the overall liquor industry growth [10]. - Wuliangye's revenue growth has slowed, with a reported 891.75 billion yuan in revenue for 2024, reflecting a year-on-year increase of only 7.09% [10][12]. Marketing and Promotion - The company has appointed singer G.E.M. as the global ambassador for the new product, generating significant buzz on social media platforms [3][7]. - A pre-sale of the product has already begun on platforms like JD.com, with positive feedback from consumers [7][12].