29°五粮液·一见倾心上市60天销售破亿元 五粮液白酒年轻化战略成效初显

Core Insights - The launch of 29° Wuliangye "Yijianqingxin" achieved sales exceeding 100 million yuan within 60 days, indicating strong market recognition for Wuliangye's product innovation and a breakthrough in its strategy for youth and fashion [1][3][6] Group 1: Product Development - Wuliangye has successfully developed a product that meets the contemporary young consumers' demand for trendy and low-alcohol beverages, combining emotional value of "self-enjoyment" and "sharing" [3] - The product maintains a rich and harmonious base while being refined through numerous adjustments to achieve a smoother and lighter taste, catering to the preference for "mild intoxication" among young drinkers [3][6] - The design of the product incorporates elements of Eastern aesthetics and modern trends, inspired by "Qingqing Ziqin" from the "Book of Songs," featuring a "Sky Blue" color and a slender crystal bottle, appealing to young consumers [3] Group 2: Marketing Strategy - Wuliangye has shifted from traditional offline sales to an "online direct sales, e-commerce first" model, utilizing social media and interactive activities to enhance brand engagement [3][4] - The product is positioned in the price range of 300-400 yuan, balancing quality and affordability to attract younger demographics [3] - The collaboration with singer G.E.M. as a brand ambassador has significantly boosted product visibility through various promotional channels, achieving billions of views on related topics online [4] Group 3: Market Response - The primary sales channel for the product has been online direct sales, reflecting genuine consumer demand and indicating a successful entry into the "young white liquor" market segment [6] - Consumer feedback highlights the product's appealing aesthetics and taste, with many young buyers expressing a desire to collect it and use it creatively in social settings [6] - Industry experts note a shift in white liquor consumption towards "self-enjoyment" and "self-consumption," with Wuliangye effectively capturing this trend and providing a valuable reference for the industry [6] Group 4: Future Outlook - The success of the product serves as motivation for Wuliangye to continue exploring brand youthfulness and to create more innovative and culturally collaborative experiences for the younger generation [7]