中信尼雅王毅：用“静气”厚植发展“底气”

Core Viewpoint - The company, CITIC Niyah, is focusing on brand development and adapting to market changes by emphasizing quality, ecological protection, and consumer engagement in the Chinese wine industry, especially during challenging times for the sector [3][4][5]. Group 1: Brand and Product Development - CITIC Niyah is committed to exploring the unique terroir of the Tianshan region to create distinctive wines that reflect "Chinese flavor" [3][4]. - The company has developed a range of innovative products, including dry red, dry white, sweet white, and alcohol-free wines, achieving continuous quality upgrades [5]. - The company has received multiple national and provincial research platform certifications and has participated in the formulation of national standards, securing 11 authorized patents [5]. Group 2: Market Strategy and Consumer Engagement - CITIC Niyah aims to translate the professional value of wine into relatable consumer experiences, enhancing brand recognition and cultural confidence in Chinese wine [6][7]. - The company is addressing the dual demand for high cost-performance and premium products by launching affordable wines and integrating them into diverse consumption scenarios [7]. - The focus is on creating a connection with consumers by showcasing the unique qualities of Xinjiang wines through innovative marketing strategies, including live streaming and direct sales [7][9]. Group 3: Industry Challenges and Strategic Response - The global wine industry is facing a crisis characterized by declining consumer demand, shrinking revenues, and high inventory levels, necessitating a focus on supply-side adjustments [8]. - CITIC Niyah has reduced vineyard area from 150,000 acres to 13,000 acres to address supply-demand imbalances and is optimizing its product matrix to alleviate financial pressures [8]. - The company has shifted its sales strategy towards a more direct model, achieving a 4.05% increase in total revenue and a significant 356.28% growth in online sales in the first half of the year [9].