KWEICHOW MOUTAI(SH:600519) 券商中国·2025-05-07 10:45Group 1 - The core viewpoint of the article is that Kweichow Moutai has appointed Zhang Yixing as a cultural tourism ambassador, indicating a potential shift in its marketing strategy to attract younger consumers [1][5]. - Kweichow Moutai's cultural tourism subsidiary was established in July 2013 with a registered capital of 100 million yuan, and it operates one wholly-owned subsidiary and two holding subsidiaries [3]. - The news of Zhang Yixing's appointment has generated significant attention on social media, with related topics trending on Weibo [4]. Group 2 - There is speculation that this move is part of Kweichow Moutai's strategy to expand its appeal to younger demographics, as Zhang Yixing's popularity aligns with the brand's image [5]. - Official responses from Kweichow Moutai suggest that while they may engage artists for promotional activities, they do not typically hire brand ambassadors, indicating that this could be a significant change in their marketing approach [5]. - Historically, Kweichow Moutai has not employed brand ambassadors, relying instead on product strength and cultural significance for its brand value [5].