Xin Lang Cai Jing·2025-09-02 04:39Core Insights - The low-alcohol competition in the liquor industry is expanding from leading brands to the entire sector, with Shide Liquor's launch of the 29-degree product "Shide Zizai" aimed at the young market and the growing low-alcohol segment [1][5][10] Pricing Strategy - "Shide Zizai" is priced at 329 yuan for a 500ml bottle, strategically positioned within the mid-range market, leveraging high-quality ingredients to justify its price [2][4] - The pricing strategy is designed to attract both quality-conscious consumers and price-sensitive customers, providing a 70 yuan advantage over competitors like Wuliangye [4][7] Market Positioning - The product is not a shift towards low-alcohol but rather a horizontal extension of Shide's existing old liquor strategy, maintaining a focus on high-quality aged liquor while expanding the consumer base [5][10] - Shide Liquor's core competitiveness remains anchored in its "old liquor strategy," with a significant portion of revenue coming from mid-to-high-end products [5][10] Industry Context - The mid-range market (300-500 yuan) is recognized as a "golden zone" for growth, particularly appealing to younger consumers whose purchasing power is increasing [4][5] - The introduction of low-alcohol products by major brands is seen as a strategic response to competitors, ensuring that established brands do not cede the young market to newcomers [8][10] Long-term Strategy - Major liquor companies are adopting a cautious approach to the young market, focusing on gradual integration of low-alcohol products rather than immediate shifts in brand identity [10] - The strategy emphasizes leveraging existing market education efforts, allowing companies to capitalize on the growing young consumer base without alienating traditional customers [10]