WLY(SZ:000858) Xin Hua Cai Jing·2025-11-29 10:47Core Viewpoint - Wuliangye's launch of the "Bingwu Year of the Horse Zodiac Wine" on JD Live highlights the brand's commitment to cultural heritage and premium product offerings, reflecting a blend of traditional craftsmanship and modern marketing strategies [1][2]. Group 1: Product Launch and Features - The "Bingwu Year of the Horse Zodiac Wine" was officially launched on November 27, with special numbered products attracting significant attention during an online auction, showcasing the product's popularity in the collectible market [1]. - The wine is positioned as a "high-end cultural liquor" and draws inspiration from the Tang Dynasty, specifically the horse "Zilüzi," symbolizing strength and blessings for consumers [1]. - The bottle design features intricate craftsmanship, including a unique dual-color gradient glass technique and auspicious patterns, enhancing its artistic and collectible value [1][2]. Group 2: Quality and Production - The wine is crafted under the guidance of a Chinese liquor master, maintaining the classic Wuliangye flavor profile while introducing a unique taste characterized by rich aroma and smoothness [2]. - The production utilizes the ancient brewing techniques of the Wuliangye Yuanming Ancient Cellar Group, which has been in operation for over 700 years, ensuring exceptional quality [2]. Group 3: Marketing Strategy and Target Audience - Wuliangye employs a dual-version release strategy, with a red e-commerce version and a purple offline version, catering to different consumer preferences and gifting occasions [2]. - The product targets individuals born in the Year of the Horse, cultural collectors, and the gifting market, aligning with the brand's long-standing focus on zodiac wines over the past three decades [2]. Group 4: Cultural Significance - The launch of the zodiac wine enriches the contemporary expression of zodiac culture, representing an important practice for the Chinese liquor industry to enhance product value through cultural empowerment [2]. - The product embodies the spirit of progress symbolized by "Zilüzi," resonating with the aspirations of modern-day achievers [2]. Group 5: Product Portfolio Strategy - Wuliangye is building a multi-layered product matrix that includes various types of liquor to meet diverse consumer needs, thereby strengthening its brand position in the market [3].