WLY(SZ:000858) Zhong Guo Ji Jin Bao·2025-08-26 14:17Core Viewpoint - Wuliangye Group, valued at over 500 billion yuan, announces its return to the low-alcohol liquor market with the launch of a 29-degree product priced from 399 yuan, aiming to capture the younger consumer segment [2][4]. Product Launch - The new low-alcohol liquor is a 29-degree fragrant type, designed to meet the younger demographic's preference for a "low-spiciness, light-burden" drinking experience [6]. - Multiple product specifications are offered, with the main product being a 500ml bottle priced at 399 yuan, and a 100ml trial pack priced at 300 yuan for three bottles, lowering the entry barrier for young consumers [6]. Market Response - The announcement has sparked significant discussion on social media, with many consumers expressing interest in the product's price and taste, and some already purchasing the trial pack [8]. - Initial feedback from pre-sale platforms indicates a positive response, with many fans of spokesperson G.E.M. commenting on their purchases [8]. Market Strategy - Wuliangye's return to the low-alcohol liquor market is seen as a strategic move to address the challenges posed by generational shifts in consumption and to capitalize on growth opportunities in the low-alcohol segment [10]. - A survey conducted by Wuliangye among 1,000 young consumers aged 20-35 revealed that only 19% prefer traditional liquor, while 60% favor low-alcohol options, highlighting a significant market shift [10]. Industry Growth - 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 growth of the liquor industry [11]. - A report indicates that 21.1% of liquor companies are prioritizing the development of youth-oriented products as a core strategy [11]. Company Performance - Wuliangye's revenue for the full year 2024 is reported at 89.175 billion yuan, with a year-on-year growth rate of only 7.09%, indicating a need for new growth avenues [11]. - The company emphasizes that capturing the young consumer demographic is crucial for its future development and market positioning [13].