Industry Rating - The industry rating is maintained at "Outperform" [1] Core Viewpoints - The liquor industry is currently in a deep adjustment phase, influenced by economic and policy pressures, with five major changes observed [2] - The industry is transitioning towards a "quality-price ratio" competition phase, with leading companies already positioning themselves for this shift [2] - Despite being in a weak performance phase, the sector shows characteristics of low valuation, low expectations, low holdings, and high dividends, making leading liquor companies attractive investment opportunities [3] Summary by Sections 1. Industry Background - The liquor industry is facing dual pressures from economic conditions and policy changes, accelerating its decline [7] - The introduction of the "Strict Economy and Anti-Waste Regulations" has further impacted consumption scenarios, particularly in high-end group purchases [7][9] - The industry is expected to undergo a supply-side adjustment, with companies lowering their growth targets to alleviate channel pressures [13] 2. Supply Side - Leading liquor companies have initiated a "control supply" trend to rebalance supply and demand, which may stabilize prices [18] - Companies like Wuliangye and Luzhou Laojiao have implemented supply control policies to manage inventory levels [19] 3. Demand Side - Companies are innovating to meet changing consumer preferences, focusing on quality-price ratio products and low-alcohol options to attract younger consumers [20] - The establishment of manufacturer platforms and embracing online channels are strategies being adopted to enhance sales and manage distribution [26] 4. Investment Recommendations - The report suggests focusing on strong brands with resilient demand and attractive dividend returns, such as Kweichow Moutai and Wuliangye [55] - The potential for earnings per share (EPS) recovery is anticipated in the second quarter of 2026, making it a favorable time to invest [55]

Core Viewpoint - "Wangnao Literature Economy" is a subculture characterized by self-deprecation, low desires, and a seemingly negative outlook, which paradoxically generates unique economic benefits, such as the rise of "Wangnao Tourism" that emphasizes relaxed enjoyment over high-adrenaline experiences [1][2]. Group 1: Economic Impact - The "Wangnao Literature Economy" creates a new consumption model of "low expectations, high resonance," becoming a unique growth point in the economic market [2]. - It promotes reverse tourism, with niche attractions gaining popularity as travelers seek relaxation over traditional "check-in" experiences, leading to over a 40% increase in rural tourism orders during the recent holiday [2]. - New entertainment projects, such as "slow bungee jumping," have seen participation increase five to six times compared to traditional offerings, indicating a shift in consumer preferences [2]. Group 2: Consumer Behavior - The economy is witnessing a diversification of consumption patterns, with new travel and leisure activities emerging that align with the "Wangnao" ethos, such as "budget travel" and "night stays at hotpot restaurants" [2]. - The core principle of "Wangnao Literature" is to lower expectations and accept mediocrity, which has led to the expansion of low-cost markets and emotional consumption, with second-hand platforms adopting "laid-back selling" strategies [2]. - Brands are increasingly using "laid-back advertising" to attract younger consumers, exemplified by the popularity of products like Luckin Coffee's "Mofish Coconut Latte" [2]. Group 3: Cultural and Social Implications - While the "Wangnao Literature Economy" fosters new economic benefits in consumption, culture, and social interactions, its negative core may lead to potential issues, such as the erosion of mid-to-high-end markets and a cycle of low quality and low growth [3]. - The acceptance of low achievement and consumption patterns may exacerbate social issues like declining marriage and birth rates [3]. - The "Wangnao Literature Economy" reflects contemporary youth's coping mechanisms for societal pressures, using humor to navigate challenges and express genuine needs [3].