Core Viewpoint - The company is intensifying its online channel strategy in response to the growing competition in the liquor market and the increasing trend of online consumption [2][4]. Group 1: Online Channel Development - On April 15, the company announced the recruitment of operators for theme terminal stores on platforms such as Meituan, Ele.me, and Douyin, aiming to enhance its e-commerce sales and regulatory mechanisms for its sauce-flavored liquor [2][4]. - The company previously announced in December the recruitment of operators for its flagship stores on JD.com and Tmall to improve online marketing efforts for its sauce-flavored liquor series [7]. - The recruitment aims to establish around 5,000 to 7,000 theme terminal stores, providing comprehensive operational services including platform onboarding, product optimization, store decoration, marketing planning, and training [4]. Group 2: Online Sales Performance - The company has achieved significant results in online channel development, with its "i Moutai" digital marketing platform generating sales revenue of 22.374 billion yuan in 2023, marking an 88.29% year-on-year increase [9]. - In 2024, the sales revenue from the "i Moutai" platform is expected to remain above 20 billion yuan despite a decline [9]. - Other online platforms contributed 1.831 billion yuan in sales revenue in 2023, with a 14.44% year-on-year growth to 2.096 billion yuan in 2024 [9][10]. Group 3: Industry Trends - The importance of online marketing channels for liquor companies is increasing, with a report indicating that 38% of companies and distributors plan to expand into live streaming sales, surpassing the 35% for online malls [11]. - The online liquor market exceeded 120 billion yuan in 2023, with the online white liquor market accounting for approximately 90 billion yuan, representing about 75% of the total [11]. - The penetration rate of online channels in the white liquor industry is around 12%, with expectations for a shift from price competition to refined operations and product differentiation in the long term [11].