Shede Spirits (SH:600702) Quan Jing Wang·2025-11-04 01:50Core Insights - The article highlights the innovative approach of Shede Liquor in launching its new low-alcohol product, Shede Zizai, through a lively and immersive event, breaking away from traditional serious white liquor product launches [1][2][4]. Product Launch and Market Strategy - Shede Zizai, a 29-degree low-alcohol liquor priced at 329 yuan per bottle, was launched on August 30, 2023, and has been well-received for its high quality-to-price ratio, appealing to new consumer demands [2][5]. - The product achieved significant online sales, with over 12,000 orders within 36 hours of its launch on JD.com, indicating strong market interest [2]. - The offline promotion event in Chengdu marks the beginning of Shede Zizai's national rollout, aiming to tap into new consumer markets and establish a model market [2][3]. Market Potential and Consumer Engagement - Chengdu was chosen for the launch due to its robust economy, with a GDP exceeding 2 trillion yuan and a population over 20 million, making it a fertile ground for new consumption trends [3]. - The event utilized a live house setting to create a relaxed atmosphere, incorporating elements like rap and dance to engage consumers and redefine traditional white liquor consumption scenarios [4][6]. New Consumption Trends - Shede Zizai aligns with the trend of low-alcohol beverages, reflecting a shift in consumer preferences towards lighter, more enjoyable drinking experiences [5][8]. - The product promotes a new consumption philosophy focused on personal enjoyment and relaxed social interactions, moving away from traditional social pressures associated with liquor consumption [5][6]. Sales and Distribution Model - The company advocates for a non-pressuring sales model that emphasizes simplicity and timely delivery, aiming to create a supportive environment for distributors [7]. - This approach is designed to foster a collaborative ecosystem that benefits both the company and its partners, encouraging the exploration of new consumption scenarios [7][8]. Industry Impact - The launch of Shede Zizai represents a significant step in the white liquor industry, showcasing a commitment to innovation and adaptation to changing consumer behaviors [8]. - The initiative is seen as a pioneering example for the industry, potentially leading to a broader transformation in how white liquor is perceived and consumed in China [8].