WLY(SZ:000858) Jin Rong Jie·2025-11-02 02:25Core Insights - The core point of the news is that Wuliangye's strategic product "29° Wuliangye · A Heartfelt Encounter" achieved sales exceeding 100 million yuan within 60 days of its launch, reflecting the company's successful penetration into the young and low-alcohol market segment amidst a slowing overall liquor market [1][2]. Product Performance - "29° Wuliangye · A Heartfelt Encounter" sales surpassed 100 million yuan in just 60 days, indicating a strategic breakthrough in targeting younger consumers and aligning with their preferences for lower-alcohol beverages [1][2]. - The product's development involved over a hundred trials to ensure a smooth and light taste while retaining the rich flavor profile characteristic of Wuliangye, thus meeting the core demand of young consumers for a mild drinking experience [2][11]. Consumer Preferences - The product has been well-received for its unique flavor profile, described as "soft, smooth, and sweet," which aligns with the preferences of younger consumers who seek a less intense drinking experience [2][3]. - The aesthetic appeal of the product, including its elegant packaging and design, has resonated with young consumers, further enhancing its marketability and encouraging word-of-mouth promotion [3][11]. Marketing Strategy - Wuliangye's marketing strategy included appointing G.E.M. (Gloria Tang Tsz-Kwan) as the global ambassador for the product, which helped to effectively communicate the brand's youthful image [4][6]. - The brand engaged in innovative marketing tactics, such as sponsoring G.E.M.'s concert tours and creating interactive experiences through pop-up stores, which facilitated direct consumer engagement and enhanced brand visibility [4][6]. Channel Innovation - The sales strategy for "29° Wuliangye · A Heartfelt Encounter" emphasizes an "online direct sales, e-commerce first" model, moving away from traditional offline distribution channels to better reach young consumers [8][10]. - The product is available in various online formats, including a gift box and different bottle sizes, strategically priced between 300 to 400 yuan to appeal to the mid-to-high-end young consumer market [11][13]. Future Outlook - Wuliangye plans to continue its brand rejuvenation efforts by embracing new consumption trends and creating more cross-border innovations and cultural co-creation scenarios to further integrate into the lifestyles of younger consumers [13].