WLY(SZ:000858) Xi Niu Cai Jing·2025-08-30 06:11Core Viewpoint - The launch of "29° Wuliangye · One Glance and Fall in Love" represents a strategic choice by Wuliangye to connect with younger consumers and redefine the image of high-end low-alcohol liquor, moving away from traditional business banquet associations towards self-reward and quality social interactions [2][6][10] Product Launch and Market Response - The online launch event on August 29 featured popular figures among young people, such as Ma Jianyue and G.E.M., and received significant engagement, with over 1 million likes and a peak of over 100,000 concurrent viewers [3] - Pre-sales for the product exceeded 10,000 consumers across multiple platforms, indicating strong brand appeal and consumer interest [5] Historical Context and Technical Development - Wuliangye's exploration of low-alcohol liquor dates back to 1972, making it one of the earliest companies in this field. The company overcame significant technical challenges to establish itself as a benchmark in low-alcohol liquor technology [5][6] - The successful development of the 29-degree liquor in 1986 earned Wuliangye the national "Silver Cup Award," solidifying its reputation in the low-alcohol segment [5] Consumer Insights and Target Audience - Research indicates that over 60% of young consumers aged 20-35 prefer low-alcohol beverages, reflecting a shift in drinking preferences towards self-expression and emotional experiences rather than traditional business contexts [7][10] - The product aims to resonate with the emotional and experiential needs of younger consumers, positioning itself as a "mood enhancer" in social settings [10][11] Marketing Strategy and Brand Positioning - The brand promotes a lifestyle attitude of "Enjoy Youth, I Am Willing," emphasizing individual choice and emotional connection, thus breaking away from traditional drinking norms [10][12] - Wuliangye's marketing strategy includes collaborations with popular cultural figures and events, such as G.E.M.'s concert, to enhance brand visibility and appeal to younger demographics [10][12] Systematic Approach to Young Consumer Engagement - Wuliangye's strategy encompasses a comprehensive approach to product innovation, brand building, and channel optimization, aiming for high-quality development in response to changing consumer demands [12][13] - The company is enhancing its product matrix with various alcohol levels to cater to different consumer needs, from high-end business occasions to everyday consumption [12][13] Financial Performance and Future Outlook - Wuliangye reported a revenue of 52.771 billion yuan in the first half of 2025, a year-on-year increase of 4.19%, and a net profit of 19.492 billion yuan, up 2.28%, reflecting the effectiveness of its young-oriented marketing strategies [14]