Core Viewpoint - The report from Zheshang Securities emphasizes the investment opportunities arising from innovations in new categories, products, and channels within the liquor industry, particularly highlighting the phenomenon-level product "Dazhen" from Zhenjiu Lidu [1] Group 1: New Consumption Concept - New consumption in the liquor sector focuses on product, channel, and model innovations, with representative products including sparkling yellow wine, tea beer, and low-alcohol white liquor products [1] - Innovations in models include products like Dazhen, Jiugui's "Free Love," and others, indicating a shift towards more diverse offerings in the market [1] Group 2: Investment Logic - Unlike traditional consumer goods, new consumption liquor stocks are expected to reflect future performance directly, with significant investment opportunities arising from short-term catalysts, mid-term performance realization, and long-term growth potential [2] - A comparative analysis of stock prices for traditional and new consumption liquor brands shows that price movements for Kweichow Moutai are influenced by multiple cycles, while stocks like Huadiao Mountain and Pop Mart have seen price increases due to market expectations and product performance [2] Group 3: Case Studies - Huadiao Mountain is focusing on brand rejuvenation and price increases to align with consumer trends, positioning itself as a leader in the yellow wine sector [3] - Bairun Co. is leveraging a dual-driven model of "pre-mixed liquor + whiskey" to establish a new growth area in the domestic liquor market [3] - Zhenjiu Lidu aims to achieve a mid-term target of 6 billion yuan through the launch of "Dazhen" and an innovative business model [3] - Jiugui Liquor's collaboration with Pang Donglai has resulted in strong sales, driven by innovative channel strategies and consumer trends [3]