Shede Spirits (SH:600702) Mei Ri Jing Ji Xin Wen·2025-09-15 11:40Core Viewpoint - The "Shede·Oriental Mediterranean" project, a 10 billion yuan investment by Shede Liquor Industry, aims to integrate liquor and tourism, addressing the cyclical fluctuations faced by traditional liquor brands [1][4][6]. Investment and Project Overview - The project is a collaboration between Shede Liquor, the government of Shehong City, and Club Med, with a total investment of 10 billion yuan, and is set to be completed by 2029 [1][4]. - The project includes various experiential segments such as "Ecological Shede," "Years of Shede," "Celebration of Shede," "Free Shede," and "Homecoming Shede," each offering unique experiences [6][8]. Industry Context - The liquor and tourism integration is becoming a significant transformation method for the liquor industry, with many companies exploring this model to enhance their value chain [8][11]. - Compared to mature wine tourism in regions like Bordeaux and Napa Valley, the Chinese liquor industry's integration is still in the exploratory phase [8][11]. Challenges and Strategic Insights - Key challenges include location limitations, operational capabilities, and investment return cycles, with many liquor companies lacking the necessary tourism operation skills [12][11]. - Shede's project benefits from its advantageous location between Chengdu and Chongqing, making it accessible for mass tourism [12]. - The integration of cultural elements into the tourism experience is crucial for the project's success, leveraging Shede's unique cultural brand identity [13][14].