WLY(SZ:000858) Sou Hu Cai Jing·2025-12-06 10:03Core Viewpoint - The launch of the "Wuliangye FIFA 2026 World Cup Official Co-branded Product" marks a significant milestone in the internationalization of Chinese liquor, showcasing a strategic partnership between Wuliangye and a global sports event [1][4]. Product Launch - Wuliangye has introduced a series of official co-branded products for the 2026 World Cup, leveraging the event's global appeal to enhance brand visibility and consumer engagement [4][5]. - The flagship product, the "Eighth Generation Wuliangye World Cup Official Co-branded Edition," emphasizes high quality and features a unique "champion blind box" mechanism, enhancing its collectible value [5][6]. Marketing Strategy - The marketing strategy integrates product offerings with interactive activities, such as the "Guess the World Cup Group, Win Wuliangye Free" campaign, creating a comprehensive consumer engagement experience [8][9]. - The collaboration with former football star Fan Zhiyi as the "Chief Welfare Officer" for the product launch adds a personal touch and enhances the emotional connection with consumers [10]. Internationalization Efforts - Wuliangye's internationalization strategy includes participation in global events and collaborations with various sectors, aiming to establish a strong global brand presence [11][12]. - The company aims to break traditional boundaries by integrating its products into everyday scenarios, such as sports viewing and social gatherings, thereby activating new consumer segments [12]. Market Insights - The Chinese liquor export market is projected to reach $970 million in 2024, with a year-on-year growth of 20.4%, indicating significant potential for further expansion [11]. - Despite the growth, there remains considerable room for improvement compared to the global spirits export market, which exceeds $40 billion [12].