“家有老酒”年度盛会，五粮液持续焕新陈年酒价值表达

Core Insights - The annual event "Home with Old Wine" showcases the renewed valuation of aged liquor, particularly Wuliangye, emphasizing its leadership in the aged liquor market and its role in promoting industry health and cultural heritage [2][18] Group 1: Cultural and Market Value - The current era of premium liquor is characterized by a focus on culture, value, and lifestyle, with aged liquor serving as a prime vehicle for this creative expression [3][19] - Aged Wuliangye's core advantage lies in its adherence to time and natural aging processes, which contribute to its exceptional quality and cultural significance [3][19] - The market has recognized the collectible and appreciation potential of aged Wuliangye, as evidenced by successful auction results, including a 100% transaction rate at Sotheby's and a total auction revenue of 4.49 million yuan at China Guardian [5][21] Group 2: Channel Expansion and Consumer Engagement - Wuliangye is expanding its online presence with the launch of its official flagship store on Douyin, complementing its existing presence on JD.com, thereby enhancing its direct reach to a broader consumer base [8][24] - Sales data from JD.com indicates a significant increase in sales, with a three-digit growth year-on-year and a notable rise in younger consumers, particularly those under 35 [10][26] - The company aims to leverage Douyin not just as a sales platform but as a medium for brand value communication, encouraging storytelling around the cultural and historical aspects of aged Wuliangye [12][28] Group 3: Innovative Experiences and Standardization - The event featured immersive experiences that combined historical displays and interactive activities, enhancing consumer engagement with the brand's narrative [14][30] - The release of the "Aged Wuliangye Illustrated Guide" aims to standardize and clarify the market, providing a comprehensive reference for collectors and consumers [14][30] - Wuliangye's strategic shift from being a value "discoverer" to a market "builder" reflects its commitment to fostering a sustainable and standardized aged liquor market [16][32]