9月24日上午消息，今日，白象食品官宣王一博为品牌代言人。作为拥有28年发展历程的国民品牌，白 象此次携手王一博，不仅将"白象中国面"的发展战略推上新高度，更让旗下"汤好喝""大辣娇""香菜 面"等广受市场好评的产品，借势代言热度再度引爆社交平台。 官宣当天，白象食品同步在微博、抖音、小红书等全社交平台释出合作信息及品牌 TVC，"一起厚 积'博'发，共赴全新征程，共享料更足、味更浓的中国好面！"王一博及其工作室也同步联动发声。 为提升此次合作"排面"，白象食品还在上海总部大楼打造"痛楼"，位于山东的11亩香菜田也被打造 为"痛田"，引发全网热议。 此次合作的高热度，源于双方多重契合。白象食品1997年创办于河南，深耕28年始终以贴近消费者需 求、坚守品质为核心，积累了深厚的国民口碑；王一博出生于1997年河南洛阳，作为青年一代中具有广 泛影响力的代表，王一博以其专注梦想、不忘初心、热爱生活的正面形象，深受年轻群体喜爱与认可。 而"同乡"身份让双方更易引发大众情感共鸣。 此外，王一博"爱香菜"的个人特质早已出圈，成为大众熟知的记忆点；白象"香菜面"作为近年现象级创 新大单品，正是品牌洞察消费者喜好的代表产品。 ...

Core Insights - Wuliangye reported a revenue of 52.771 billion yuan for the first half of 2025, representing a year-on-year growth of 4.19%, and a net profit attributable to shareholders of 19.492 billion yuan, up 2.28% year-on-year, demonstrating resilience amid industry adjustments [1] Group 1: Marketing and Sales Strategy - In 2025, Wuliangye is focusing on enhancing marketing execution, restructuring its brand division into a sales company, and implementing a market area responsibility system to improve decision-making efficiency [2] - The company has added 242 new stores and 7,990 new product distribution points in the first half of the year, significantly increasing product availability [3] - Wuliangye is deepening online partnerships with platforms like JD.com, Tmall, and Douyin, and has initiated pilot projects for instant retail services [3] Group 2: Consumer Trends and Innovation - Wuliangye is targeting younger consumers by embracing trends of youthfulness, fashion, and situational consumption, launching products like the 29° Wuliangye "First Encounter" to cater to this demographic [4] - The company has opened experiential stores that combine traditional liquor culture with modern social experiences, aiming to engage younger audiences [4][5] Group 3: Infrastructure and R&D Investment - Wuliangye is advancing major projects, including the ecological brewing facility and water supply system upgrades, to support long-term growth [6] - The company increased its R&D expenditure to 210 million yuan, a 31% year-on-year rise, focusing on technological innovations and cultural research [6] Group 4: Brand Development and International Presence - Wuliangye is enhancing its brand influence through participation in high-profile events and cultural initiatives, aiming to solidify its position in the global market [7] - The company maintains a long-term strategic focus, reinforcing its growth trajectory and industry leadership [7]

Core Viewpoint - In the context of increasing uncertainty in the liquor industry and intense competition, the role of industry leaders like Wuliangye becomes increasingly significant as a stabilizing force and a market indicator [1][3][14]. Financial Performance - For the first half of 2025, Wuliangye reported a revenue of 52.771 billion yuan, representing a year-on-year growth of 4.19%, and a net profit attributable to shareholders of 19.492 billion yuan, with a growth of 2.28% [1]. Marketing and Sales Strategy - 2025 is designated as the "Year of Marketing Execution Improvement" for Wuliangye, focusing on deepening marketing reforms and enhancing channel construction to solidify market foundations [4][6]. - The company has restructured its brand division into a liquor sales company, implementing a regional responsibility system to improve marketing decision-making efficiency [6]. - Wuliangye has expanded its "Three Stores One" network, adding 242 new stores and increasing product distribution significantly, with a notable rise in terminal orders [7]. Consumer Engagement and Innovation - Wuliangye is adapting to changing consumer trends, particularly targeting younger demographics with innovative marketing and product offerings, such as the launch of the 29° Wuliangye "One Glance" product [8][10]. - The company has opened new experiential spaces that blend liquor with cultural experiences, aiming to engage younger consumers through social and experiential marketing [10]. Research and Development - Wuliangye has invested 210 million yuan in R&D in the first half of the year, marking a 31% increase, and is focusing on technological innovations to enhance production efficiency [11]. Brand Development and International Presence - The company is actively participating in high-profile international events to enhance its brand influence and has launched various cultural initiatives to strengthen its brand image [12]. Long-term Strategy - Wuliangye maintains a long-term perspective, focusing on solidifying its growth trajectory and providing greater certainty for the industry amid cyclical challenges [14].