WLY(SZ:000858) Qi Lu Wan Bao·2025-08-27 02:37Core Insights - The Chinese liquor industry is undergoing a significant transformation driven by the Z generation, leading to innovations in low-alcohol and scenario-based products, as well as a comprehensive shift in marketing strategies and corporate strategies [2][6] - Wuliangye has launched a high-end low-alcohol liquor, 29° Wuliangye "Yijian Qingxin," targeting young consumers with the slogan "Enjoy Youth, I Am Willing," which reflects contemporary drinking habits and promotes a shift from "cultural symbols" to "lifestyle" [2][9] Product Development - Wuliangye has a long history of low-alcohol liquor research, dating back to 1972, and has faced technical challenges in achieving quality and clarity in low-alcohol products [3][4] - The 29° product was first introduced in the early 1990s and was re-launched after two decades, honoring its legacy while responding to current market demands [3][4] Market Positioning - The 29° Wuliangye "Yijian Qingxin" is positioned as a high-end low-alcohol liquor for young consumers, emphasizing a lifestyle of enjoyment and self-definition [6][10] - The product aims to resonate with the values of the Z generation, focusing on "self-reward" and "quality socializing," contrasting with traditional drinking cultures [8][10] Strategic Goals - Wuliangye's strategy for 2025 includes enhancing marketing execution and focusing on youthfulness, fashion, and internationalization to increase market share [13][14] - The introduction of the 29° product is a key step in Wuliangye's strategy to engage with younger consumers and redefine the role of liquor in their lives [14][15] Cultural Integration - The product embodies a blend of traditional craftsmanship and modern consumer preferences, maintaining the brand's core essence while appealing to a younger audience [10][11] - The visual design of the product reflects contemporary aesthetics, moving away from traditional heavy designs to attract younger consumers [10][11]