WLY(SZ:000858) Zhong Guo Jing Ying Bao·2025-12-20 11:22Core Viewpoint - The 29th "12·18" conference of Wuliangye emphasized a shift from "co-consultation" to "consensus," reflecting a deeper commitment to long-term cooperation with distributors in the face of significant industry changes expected by 2025 [1][3]. Group 1: Industry Challenges and Strategies - Wuliangye's chairman highlighted that 2025 will be a challenging year for the Chinese liquor industry, undergoing profound changes in product, market, and consumption structures [1]. - The company is proactively adjusting to market conditions by helping channels manage inventory, coordinating resources to enhance market activity, and innovating marketing mechanisms to stabilize and grow market presence [1][2]. Group 2: Marketing and Channel Innovations - Wuliangye plans to add 474 new "three stores and one" (specialty stores, cultural experience stores, and collection stores) by 2025, with a focus on direct distribution in 20 core cities and partnerships with major e-commerce platforms [2]. - The company aims to maintain around 1,700 specialty stores while adding 80 new ones and optimizing low-quality stores, alongside plans for 300 new collection stores and 10 cultural experience stores by 2026 [2]. Group 3: Expansion Strategies - The "Five New Expansion" strategy will focus on reaching new demographics, enhancing traditional channels, and developing new market scenarios, including morning, banquet, gifting, and family settings [3]. - Wuliangye is also expanding its international presence, with the opening of a large restaurant in Singapore and a Michelin-starred experience restaurant in Japan, indicating strong growth in overseas markets [3]. Group 4: Marketing Philosophy Shift - The company is shifting its focus from pushing products through channels to pulling consumers towards its brand, emphasizing the importance of consumer engagement in driving sales [4]. - Wuliangye is embracing timely retail strategies and collaborating with leading online influencers to enhance its market presence [4]. - The company is implementing strong management practices to support its 2026 work plan, emphasizing reverse incentives in marketing management [4].