Core Insights - The article discusses the 29th 12·18 Consensus Building and Sharing Conference of Wuliangye, emphasizing its role as an industry "barometer" amid the uncertainties facing the liquor industry in 2025 [1][3] - Wuliangye outlines its strategic blueprint for the "15th Five-Year Plan" period, aiming to inject strong momentum into high-quality development for both the company and the industry [1][3] Industry Context - The liquor industry is in a deep adjustment phase, characterized by a "triple overlap" of new policy adjustments, differentiated consumption structure transitions, and deep competition among existing players [3] - The industry is currently shrouded in uncertainty, as highlighted by the China Alcoholic Drinks Association's report [3] Company Strategy - Wuliangye's chairman, Zeng Congqin, emphasizes the company's commitment to quality, cultural foundation, innovation, market-oriented operations, and striving for excellence as key strategic pillars [5][6] - These five commitments create a closed loop that enables Wuliangye to navigate the uncertainties of the industry while maintaining a growth trajectory [6] Core Competitiveness - Wuliangye identifies quality, culture, and innovation as its three core pillars for sustainable development [7][8] - The company has established a comprehensive quality system, with 1.7 million acres dedicated to raw material production, ensuring high-quality inputs for its products [8][9] - Wuliangye's product matrix has been restructured to meet diverse market demands, achieving recognition for quality, including a nomination for the "Fifth China Quality Award" with a record score of 733 points [9] Cultural Initiatives - Wuliangye is advancing its cultural initiatives both internally and externally, transforming its rich cultural heritage into brand growth momentum [10] - The company emphasizes a collaborative culture with its distributors, as evidenced by the theme change of the conference from "co-consultation" to "consensus" [10] Innovation Efforts - Wuliangye's innovation strategy encompasses various aspects, including product, channel, market, and mechanism innovations [11] - The company plans to expand its presence with new retail formats and partnerships with major e-commerce platforms [11] Strategic Vision for the Future - The conference serves as a platform for Wuliangye to outline its strategic direction for the "15th Five-Year Plan," focusing on historical legacy and global leadership in the liquor industry [12] - Wuliangye's strategic framework includes "five coordinations" and "three emphases," aiming for sustainable and coordinated long-term development [12][13] Marketing Strategy - Wuliangye's marketing strategy for 2026 will focus on brand value enhancement and innovative marketing approaches to boost market share [13][15] - This comprehensive strategic planning is expected to provide a solid foundation for Wuliangye to navigate industry cycles and serve as a model for high-quality development in the liquor sector [15]

Core Viewpoint - The 29th "12·18" conference of Wuliangye emphasized a shift from "co-consultation" to "consensus," reflecting a deeper commitment to long-term cooperation with distributors in the face of significant industry changes expected by 2025 [1][3]. Group 1: Industry Challenges and Strategies - Wuliangye's chairman highlighted that 2025 will be a challenging year for the Chinese liquor industry, undergoing profound changes in product, market, and consumption structures [1]. - The company is proactively adjusting to market conditions by helping channels manage inventory, coordinating resources to enhance market activity, and innovating marketing mechanisms to stabilize and grow market presence [1][2]. Group 2: Marketing and Channel Innovations - Wuliangye plans to add 474 new "three stores and one" (specialty stores, cultural experience stores, and collection stores) by 2025, with a focus on direct distribution in 20 core cities and partnerships with major e-commerce platforms [2]. - The company aims to maintain around 1,700 specialty stores while adding 80 new ones and optimizing low-quality stores, alongside plans for 300 new collection stores and 10 cultural experience stores by 2026 [2]. Group 3: Expansion Strategies - The "Five New Expansion" strategy will focus on reaching new demographics, enhancing traditional channels, and developing new market scenarios, including morning, banquet, gifting, and family settings [3]. - Wuliangye is also expanding its international presence, with the opening of a large restaurant in Singapore and a Michelin-starred experience restaurant in Japan, indicating strong growth in overseas markets [3]. Group 4: Marketing Philosophy Shift - The company is shifting its focus from pushing products through channels to pulling consumers towards its brand, emphasizing the importance of consumer engagement in driving sales [4]. - Wuliangye is embracing timely retail strategies and collaborating with leading online influencers to enhance its market presence [4]. - The company is implementing strong management practices to support its 2026 work plan, emphasizing reverse incentives in marketing management [4].

Core Viewpoint - The article highlights the significance of the annual global dealer conference held by Wuliangye in Yibin, which serves as a pivotal event for the Chinese liquor industry, particularly in the context of the current deep adjustment phase the industry is undergoing [2][4]. Group 1: Event Overview - The Wuliangye global dealer conference took place on December 18, 2023, following a series of events that began on December 16, including a donation ceremony and a university innovation competition [4][5]. - The conference aimed to summarize experiences, set directions, and announce new policies for the company and the industry [2][4]. Group 2: Strategic Direction - Wuliangye's theme for this year's conference shifted from "co-discussion" to "consensus," indicating a strategic pivot towards rebuilding relationships with distributors and enhancing collaboration [5][8]. - The company emphasized the importance of quality, innovation, and youth engagement as core components of its strategy to navigate the current market challenges [6][10]. Group 3: Key Initiatives - The conference introduced several initiatives, including a focus on quality management, as evidenced by Wuliangye receiving the highest score in the EFQM global award evaluation, affirming its commitment to quality [8][10]. - A university innovation competition attracted 11,763 participants, showcasing the company's efforts to engage younger demographics and foster future talent in the industry [8][10]. Group 4: Marketing and Operational Strategies - Wuliangye outlined its marketing strategy, which includes a focus on brand value enhancement, market control, and strict adherence to pricing policies to ensure market stability [11][15]. - The company plans to implement a "five new expansion" strategy targeting new demographics, channels, and market scenarios to drive growth and adapt to changing consumer preferences [10][15]. Group 5: Collaborative Ecosystem - The conference highlighted the importance of a collaborative ecosystem involving the government and distributors, with commitments from the Yibin government to support the industry [15][17]. - Wuliangye's approach to treating distributors as partners rather than mere negotiators reflects a shift towards a more integrated and supportive business relationship [11][13]. Group 6: Future Outlook - The outcomes of the conference are seen as a foundation for Wuliangye's future growth and a model for the broader Chinese liquor industry, emphasizing quality, innovation, and collaboration as key drivers for success [17].

Core Insights - The Chinese liquor market is undergoing significant adjustments in 2025, facing challenges such as high inventory and price inversion, prompting leading companies like Wuliangye to propose strategies for overcoming these issues [1][2] Group 1: Industry Challenges and Opportunities - The white liquor industry is experiencing a deep structural adjustment, with issues like overcapacity, high inventory, price inversion, and lack of consumption scenarios being addressed [2][4] - Despite current challenges, the long-term growth logic of the industry remains intact, with a focus on optimizing quality production and adjusting market strategies to alleviate inventory pressure [2][4] - New consumer demographics and consumption scenarios are emerging, providing fresh opportunities for growth in the liquor market [4][5] Group 2: Wuliangye's Strategic Initiatives - Wuliangye has implemented significant marketing reforms, linking executive compensation to market performance and expanding its distribution network by adding 474 new "three stores in one" outlets [1][5] - The company aims to develop two flagship products with a target of achieving 100 billion yuan in sales, alongside a structured product hierarchy [1][7] - In 2025, Wuliangye's marketing strategy focuses on enhancing brand value, product strength, channel effectiveness, and service quality, resulting in increased market share [5][6] Group 3: Future Plans and Market Positioning - Wuliangye plans to continue its "five new expansions" strategy, targeting new consumer groups, channels, scenarios, markets, and operational mechanisms [7][9] - The company is set to maintain a total of around 1,700 specialty stores while optimizing its channel strategy and expanding into new markets, including international ones [12] - For 2026, Wuliangye's marketing efforts will emphasize brand value enhancement and effective market share growth through a structured product system [12]

Core Viewpoint - The year has been described as extraordinarily challenging for the liquor industry, with Wuliangye adapting through innovation, collaboration, and proactive measures to navigate market changes and pressures [3][9]. Group 1: Industry Challenges and Opportunities - Wuliangye has effectively advanced channel innovation, adding 474 new traditional channels and achieving direct distribution coverage in 20 core cities [3][9]. - The liquor industry is entering a complex fifth round of deep adjustment, characterized as "cyclical," "structural," and "regressive" [3][9]. - There are significant opportunities for industry growth, driven by a favorable macroeconomic environment and structural changes in consumer demographics and consumption scenarios [3][9][11]. Group 2: Policy and Market Trends - Recent industry policies have provided support for the liquor sector, emphasizing the importance of historical and cultural value in liquor production [4][10]. - Consumer trends such as youth engagement, female consumption, and the aging population are identified as key areas for market expansion [5][11]. Group 3: Strategic Initiatives - Wuliangye aims to leverage five key advantages: quality, brand, market, team, and financial strength [5][11]. - The company has outlined its mission to preserve historical classics and its vision to become a globally recognized leader in the liquor industry [5][11]. - A comprehensive strategy called "Five New Expansions" will focus on targeting new consumer groups, channels, scenarios, markets, and operational mechanisms [6][12]. Group 4: Product Development - Wuliangye plans to establish a product system centered around its eighth-generation liquor, with strategic products aimed at achieving significant sales milestones [6][12][13]. - The company intends to create four national strategic products in the fragrant liquor category, targeting sales tiers of 100 billion, 50 billion, 20 billion, and 10 billion [13].