KWEICHOW MOUTAI(SH:600519) 新华网财经·2025-05-07 10:25Core Viewpoint - Guizhou Moutai officially announced that Zhang Yixing has become its cultural tourism ambassador, indicating a strategy to attract younger consumers and modernize its brand image [1][2]. Group 1: Brand Strategy - The appointment of Zhang Yixing as the first brand ambassador is seen as part of Moutai's strategy to penetrate the younger market and expand its consumer base [2]. - There are mixed opinions regarding this move; some analysts believe Moutai's established market recognition does not require celebrity endorsement, while others question the compatibility of Zhang Yixing's fanbase with Moutai's high-end brand positioning [2]. Group 2: Zhang Yixing's Profile - Zhang Yixing, born on October 7, 1991, in Changsha, Hunan, is a well-known singer and actor, a member of the South Korean boy group EXO, and the CEO of Chromosome Entertainment [2]. - He gained significant attention after participating in the reality show "Extreme Challenge" and has received awards for his acting, including the Best Supporting Actor at the 4th China-UK Film Festival [2][4].