GUJING(SZ:000596) 华尔街见闻·2026-01-13 11:01Core Viewpoint - The article emphasizes the strategic positioning and market success of Gujing Gongjiu's "Nian San Shi" series, which has become a popular choice for the upcoming Lunar New Year, highlighting its unique cultural significance and quality craftsmanship [2][12]. Group 1: Product Positioning and Market Strategy - Gujing Gongjiu has successfully established "Nian San Shi" as "China's New Year Wine," gaining widespread market recognition since its launch in 2020 [2]. - The product was launched on Douyin with over 10,000 bottles sold within four days, indicating strong consumer demand [2]. - The design of "Nian San Shi" targets three key festive scenarios, enhancing its emotional and practical appeal during the New Year celebrations [8]. Group 2: Unique Craftsmanship and Quality - The "Ancient Fragrance" white liquor system, developed over decades, is the core differentiator of "Nian San Shi," built on four key traditional brewing techniques [4]. - The "Mud and Stone Cellar" process allows for a fermentation period exceeding 120 days, contributing to its unique flavor profile [5]. - The high-cost traditional craftsmanship enables "Nian San Shi" to offer premium quality at a price point of 220 yuan, making it accessible to a broader audience [6]. Group 3: Emotional and Cultural Resonance - The product embodies emotional value, serving as a tangible representation of family reunion during the New Year, with its design reflecting traditional cultural elements [8][11]. - Gujing Gongjiu's long-term association with major events like the Spring Festival Gala has solidified its brand credibility and connection to the concept of "New Year" [12]. - Positive consumer feedback highlights the product's quality and suitability for gifting, reinforcing its dual attributes of prestige and social connection [13]. Group 4: Market Insights and Consumer Trends - The case of "Nian San Shi" illustrates that in an era of consumption stratification, the opportunity lies in transforming high-quality experiences into accessible offerings for the masses [14]. - The brand strategy effectively responds to core consumer emotions, positioning the product not just as a beverage but as a vessel for cultural transmission and celebration [14].