29°五粮液·一见倾心上市：以创新实力引领高端低度白酒未来

Core 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 strategic layout and marketing models by liquor companies [1][4] - Wuliangye, a leading Chinese liquor company, has launched a high-end low-alcohol product, 29° Wuliangye "At First Sight," targeting young consumers with the slogan "Enjoy Youth, I'm Willing," which reflects contemporary drinking habits and lifestyle changes [1][4] Product Innovation - Wuliangye has a long history of low-alcohol product development, having first introduced a 29-degree product in the early 1990s, which was discontinued in the early 2000s. The reintroduction of this product is a response to current market demands and young consumer preferences [2][3] - The technical team at Wuliangye has upgraded the 29° product by retaining the core craftsmanship of the award-winning 1985 version while adapting to modern taste preferences, resulting in a product that is smooth, light, and easy to drink [3][6] Target Market and Positioning - The product is positioned as a high-end low-alcohol liquor aimed at the Z generation, emphasizing a lifestyle of "self-reward" and "quality socializing," which contrasts with traditional drinking cultures [4][5] - The slogan "Enjoy Youth, I'm Willing" encapsulates a vibrant lifestyle and the notion of self-definition, resonating with young consumers' desire for authenticity and personal choice [4][5] Marketing Strategy - Wuliangye has engaged popular artist G.E.M. as the global ambassador for the product, enhancing its appeal to younger demographics through cultural resonance and emotional connection [1][4] - The company is focusing on creating a new consumption ecosystem that is "younger," "more fashionable," and "trendier," thereby enriching the cultural symbol and lifestyle representation of Chinese liquor [8][9] Strategic Goals - By 2025, Wuliangye aims to enhance its market share through a strategy focused on youthfulness, fashion, and internationalization, establishing a product matrix that includes various alcohol degrees to cover all consumption scenarios [7] - The launch of 29° Wuliangye "At First Sight" is a crucial step in the company's youth-oriented strategy, aiming to redefine the traditional liquor market and foster long-term brand loyalty among younger consumers [7][9]