五粮液品牌年轻化

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五 粮 液(000858) - 2025年6月20日投资者关系活动记录表
2025-06-24 10:07
Industry Insights - The liquor industry exhibits a wave-like progression and spiral ascent, with cultural, emotional, and spiritual attributes remaining unchanged [1] - The aspiration for a better life among the populace presents the greatest opportunity for the liquor industry [1] - Long-term thinking is essential for navigating the fluctuations in the Chinese liquor market and identifying new opportunities amid economic transitions [2] Strategic Focus - The company aims to enhance its brand value in 2025, focusing on product sales, channel optimization, and service capabilities [2] - Key strategies include: - Fine-tuning operations to expand market share through systematic marketing policies [2] - Emphasizing youthfulness, fashion, and internationalization to attract younger consumers [2] - Adopting a balanced pricing strategy and responsive market mechanisms to adapt to demand [2] Product Development - The banquet market has shown good growth in both scale and opening rates in the first half of the year [3] - The company is dynamically adjusting sales plans based on market conditions and has implemented direct distribution in 20 key cities to reduce logistics costs [3] - High-quality development is prioritized for the 1618 and low-alcohol products, with increased market investment and consumer engagement efforts [4] Brand and Market Expansion - The strong brand backing of the liquor series and its high cost-performance ratio cater to diverse daily consumption needs [4] - The company is focusing on channel development, particularly in e-commerce and new retail channels, while enhancing brand culture through personalized marketing [4] - Internationally, the company has launched cocktails in Europe and sparkling wines in Korea, receiving positive market feedback [5] Youth Engagement - The company is advancing its brand's youthfulness through product innovation, channel expansion, and marketing strategies [5] - New products with lower alcohol content and trendy designs are being introduced to appeal to younger consumers [5] - Initiatives like the "Five Grains·Zhi Zao" experience store aim to attract young consumers and enhance brand engagement [6] Investor Relations - The company emphasizes investor returns, with a planned dividend rate of 70% for 2024, a 10 percentage point increase from the previous year [6]