WLY(SZ:000858) 光大证券研究·2026-03-29 00:04Core Viewpoint - The article highlights the positive performance of Wuliangye during the 2026 Spring Festival, indicating strong sales growth and effective marketing strategies, despite the overall industry facing challenges [4][6]. Group 1: Sales Performance - Wuliangye's actual sales during the 2026 Spring Festival showed significant growth compared to the previous year, aided by a low base from 2025 and proactive marketing strategies [4]. - Key markets such as Henan, Jiangsu, and Sichuan experienced year-on-year sales growth during the Spring Festival, with specific products like 1618 and 39-degree Wuliangye performing well in banquet and family consumption scenarios [4]. Group 2: Pricing Strategy - The company maintains a stable pricing strategy for its products, with the terminal transaction price for the eighth generation of Wuliangye expected to remain around 850-900 yuan [5]. - Wuliangye emphasizes brand positioning and price control, utilizing digital tools to manage market supply and demand effectively [5]. Group 3: Marketing Initiatives - The company is actively pursuing marketing reforms to expand its consumer base, focusing on digitalization, youth engagement, and product innovation [6]. - New product lines, such as the "One Glance" product aimed at young consumers, have achieved high sales since their launch, helping to attract female and younger demographics [6]. - Wuliangye is leveraging events like the World Cup to reach key group purchasing clients and drive product sales during the industry's adjustment period [6].