LZLJ(SZ:000568) Xin Hua Cai Jing·2025-12-31 08:29Core Insights - The launch event for the "National Cellar 1573 x Mao Yan 'Mutual Flame' Art Spring Wine" took place on December 26, 2025, in Hangzhou, showcasing the collaboration between traditional Chinese liquor and contemporary art [1][6]. Group 1: Product Launch and Collaboration - The seventh edition of the National Cellar 1573 Art Spring Wine was unveiled, featuring artist Mao Yan, known for his contemporary portraiture [3][4]. - The collaboration symbolizes the fusion of traditional liquor craftsmanship and modern artistic exploration, emphasizing the essence of "water" representing the liquor's heritage and "flame" symbolizing the artist's creative spirit [4][7]. Group 2: Brand Positioning and Market Performance - National Cellar 1573 is recognized as a leading ultra-premium Chinese liquor brand, achieving over 10 billion in revenue for both high and low alcohol products, marking a significant milestone in the market [11]. - The brand aims to promote Chinese liquor culture globally, leveraging its rich heritage and innovative approaches to reach wider audiences [7][24]. Group 3: Art and Philanthropy - The event included a charity auction for the art spring wine, raising 187,000 yuan, with proceeds supporting the "Contemporary is Future" art philanthropy project [19][21]. - National Cellar 1573 has been actively involved in art philanthropy, contributing to the preservation and development of contemporary Chinese art through various initiatives [17][14]. Group 4: Digital Marketing and E-commerce Strategy - The new product was launched on Tmall, achieving over 100,000 yuan in sales during the live broadcast, highlighting the effective collaboration between high-end liquor and e-commerce platforms [23][24]. - The brand's strategy focuses on enhancing online distribution channels and creating value through partnerships with leading e-commerce platforms [24].