当东方韵味对话南半球风尚 五粮液以年轻化战略新品开启国际化新篇

Core Viewpoint - Wuliangye is enhancing its international presence by launching the new product 29° Wuliangye "First Love" in Australia, showcasing the cultural confidence and brand vitality of Chinese liquor [1] Group 1: Product Launch and Market Strategy - The launch event took place at a landmark restaurant near the Sydney Opera House, blending "Eastern taste" with "Southern Hemisphere aesthetics" [2] - The new product is designed to cater to modern international taste preferences and the trend towards lower alcohol content, aiming to attract younger consumers and high-end dining channels [2][3] - The product features stylish packaging and a friendly taste profile, which local distributors believe will lead to a new trend in local spirits consumption [2] Group 2: Brand Image and Cultural Exchange - The launch is part of Wuliangye's global strategy to refresh its brand image, emphasizing a lifestyle of sharing and enjoyment [3] - The event serves as a platform for cultural exchange, embodying Wuliangye's "Harmony and Beauty" philosophy on a global scale [3] Group 3: Youth-Oriented Strategy - The 29° Wuliangye "First Love" product is a pioneering effort in Wuliangye's youth-oriented and low-alcohol strategy, reflecting a broader initiative to engage younger consumers [4] - The company has appointed Chinese singer G.E.M. as the global ambassador for the product, utilizing concert tours and pop-up stores to interact with younger audiences [4] - Collaborative events with trendy brands like "Pure K" are extending the consumption scenarios of Wuliangye beyond traditional settings [4] Group 4: Sales and Digital Innovation - Wuliangye is shifting from traditional offline distribution to an "online direct sales, e-commerce first" model, launching a mini-program to enhance consumer engagement [5] - The product achieved over 100 million yuan in sales within 60 days of launch, validating the effectiveness of this new sales model [6] - The brand aims to connect with consumers across different regions and cultural backgrounds, reinforcing its commitment to the "Harmony and Beauty" values [6] Group 5: Future Outlook - Wuliangye plans to deepen brand building and product deployment in global markets, transitioning from market entry to value cultivation [6] - The company aims to bring more "Harmony and Beauty" experiences to consumers, fostering cross-cultural resonance in lifestyle [6]