以“时间”价值，五粮液推动老酒从“收藏”到“生活”

Core Viewpoint - The "Home with Old Liquor" event by Wuliangye highlights the resilience and growth of the old liquor market, which has expanded from 37 billion yuan in 2017 to over 130 billion yuan today, with expectations to surpass 150 billion yuan in the next five years, contrasting with the stagnation in the new liquor market [4][10]. Group 1: Market Dynamics - The old liquor market demonstrates strong resilience, creating a counterintuitive phenomenon where it thrives amidst a saturated new liquor market [4]. - The growth of the old liquor market is supported by its unique value system, characterized by scarcity, enhanced taste from aging, and emotional connections tied to cultural memories [4][10]. - The event serves as a platform to showcase the brand's historical value and the time-tested quality of old liquor, reinforcing its market position [10][14]. Group 2: Brand and Consumer Engagement - Wuliangye's "Home with Old Liquor" initiative effectively amplifies the value model of old liquor, moving beyond mere marketing to a deeper engagement with brand history and consumer emotions [5][7]. - The launch of the "Old Liquor Illustrated Guide" aims to provide a comprehensive reference for collectors and consumers, promoting a healthy and orderly old liquor collection ecosystem [8]. - The initiative encourages a shift in consumer behavior towards valuing old liquor, thereby stimulating sales of new liquor as well [10][11]. Group 3: Digital Transformation and Sales Strategy - Wuliangye has enhanced its digital presence with the launch of its official flagship store on platforms like JD.com and Douyin, facilitating transparent and standardized transactions for old liquor [13]. - The new marketing model combines content, interaction, and sales, reaching a broader consumer base and deepening the understanding of the time, cultural, and collectible value of old Wuliangye [13]. - The focus on digitalization aims to break down barriers to old liquor collection, making it more accessible to a diverse consumer demographic, particularly younger consumers [11][13]. Group 4: Industry Implications - The "Home with Old Liquor" series reflects proactive adaptation by leading liquor companies in response to industry changes, emphasizing the importance of historical legacy and craftsmanship [14][16]. - By transforming the intangible asset of "time" into a tangible and trustworthy brand advantage, Wuliangye not only opens new growth avenues for itself but also contributes to the overall value recovery of the liquor industry [16].