Core Insights - The 23rd China International Wine Expo was held in Wuhan from October 17 to October 19, showcasing industry innovation trends and featuring the "China Baijiu Trendy Drink Competition" [1] - Shede Liquor's new product, 29-degree "Shede Zizai," won the "Trend Drink Pioneer Award," highlighting its unique product strength and alignment with modern consumption trends [2][3] Product and Innovation - The competition focused on the integration of traditional baijiu with modern mixology, aiming to explore innovative expressions of traditional craftsmanship [3] - Shede Zizai, with its outstanding quality and creative presentation, received positive feedback from both professional judges and consumers, demonstrating market and industry recognition [3][5] - The product features a blend of 6-year base liquor, 20-year flavored liquor, and 30-year premium flavored liquor, achieving a balance of low alcohol content and high flavor [7] Market Trends - The shift in consumer preferences towards a more relaxed drinking experience and social attributes is driving traditional baijiu companies to innovate [6] - Shede Liquor's proactive approach in launching low-alcohol products like "Shede Zizai" reflects a keen understanding of these evolving consumer demands [6][8] - The product's versatility allows it to be enjoyed in various settings, including business gatherings, casual meet-ups, and outdoor activities, aligning with contemporary lifestyles [7]

Group 1 - The Chinese liquor industry is undergoing a deep adjustment, prompting companies to reflect on how to appeal to the new generation of consumers [1] - Major liquor companies, including Wuliangye and Luzhou Laojiao, are launching low or ultra-low alcohol products in response to changing consumer preferences [1] - The president of the China Alcoholic Drinks Association, Song Shuyu, stated that the current low-alcohol trend cannot yet be considered a true trend, emphasizing the need for deeper understanding of young consumers' preferences [1] Group 2 - Luzhou Laojiao announced the successful development of a 28-degree liquor product, while Gujing Gongjiu launched a 26-degree product, and Wuliangye and Shede Liquor introduced 29-degree products [1] - The industry is entering an era characterized by rational attitudes, consumption, and behavior regarding drinking, necessitating new strategies for engagement with younger consumers [1] - The upcoming 23rd China International Wine Expo will shift focus from product display to consumer interaction and exploration of new consumption scenarios, including the introduction of trendy drinking culture [2]

Core Viewpoint - The Chinese liquor industry is undergoing a deep adjustment, prompting major companies to reflect on how to appeal to the new generation of consumers, leading to the introduction of lower-alcohol products [1][3]. Industry Trends - Major liquor companies, including Wuliangye and Luzhou Laojiao, have launched low or ultra-low alcohol products in response to changing consumer preferences [1]. - The industry is currently in a "three rationality" era, characterized by rational attitudes towards drinking, rational consumption, and rational drinking behavior [3]. Consumer Insights - The industry needs to better understand the preferences and behaviors of younger consumers, as current research on their drinking habits is lacking [3]. - Young consumers are not averse to alcohol but are disinterested in traditional drinking culture [3]. Event Adjustments - The upcoming 23rd China International Wine Expo will shift its focus from product display to consumer interaction and exploration of new consumption scenarios, including the introduction of trendy drinking culture elements [3].