热搜！5000亿五粮液放大招，邓紫棋代言，定价399元，重返低度酒赛道

Core Viewpoint - Wuliangye has officially re-entered the low-alcohol liquor market with the launch of its 29° product, priced starting at 399 yuan, aiming to attract younger consumers and adapt to changing market demands [1][4][6]. Product Launch Details - The new low-alcohol liquor is a 29° fragrant type, designed to meet the preferences of younger consumers who favor a "low-spiciness, light-burden" drinking experience [8]. - Wuliangye offers multiple product specifications, with the main product being a 500ml bottle priced at 399 yuan, and a trial pack of three 100ml bottles priced at 300 yuan to lower the entry barrier for young consumers [8]. Market Strategy and Consumer Insights - The company aims to tap into the 740 billion yuan young consumer market, responding to the generational shift in alcohol preferences [11]. - A survey indicated that only 19% of young consumers aged 20-35 prefer traditional liquor, while 52% favor beer and 29% prefer foreign or fruit wines, highlighting a significant opportunity in the low-alcohol segment [12]. - The low-alcohol market is projected to grow significantly, with an expected market size exceeding 740 billion yuan by 2025 and a compound annual growth rate of 25%, outpacing the overall liquor industry [12]. Financial Context - Wuliangye's revenue for the full year 2024 is projected at 891.75 billion yuan, with a year-on-year growth rate of only 7.09%, indicating a need for new growth avenues [12]. - The company's stock price was reported at 129.74 yuan per share, with a slight decline of 0.15%, and a market capitalization of 503.6 billion yuan as of August 26 [15]. Marketing and Promotion - The collaboration with singer G.E.M. (邓紫棋) as the global ambassador for the new product has generated significant buzz on social media, with many fans expressing interest in purchasing the new low-alcohol liquor [10][4]. - A live launch event is scheduled for August 29, aiming to further engage the young market and assess the product's potential as a new profit growth point for Wuliangye [15].