Core Insights - Moutai Culture and Tourism Company has partnered with celebrity Zhang Yixing to enhance its appeal to younger consumers, launching new products with promotional items related to the star [2][3] - The company aims to establish effective channels to connect with young consumers as part of its broader strategy for youth engagement [2][4] Product Launch and Sales - Three new products were introduced in the official Douyin store, including a 200ml gift box of Moutai liquor priced at 2699 yuan, plush toys at 138 yuan each, all accompanied by Zhang Yixing merchandise [2][3] - Sales data from May 9 to May 13 showed increasing sales for the liquor gift box, with transactions rising from 167 to 238 [3] Marketing Strategy - The collaboration with Zhang Yixing is seen as a strategic move to penetrate the youth market without directly associating the high-end brand with pop culture risks [3][4] - Moutai Culture and Tourism Company has been actively developing cultural and creative products, achieving over 600 million yuan in sales in 2023 [4] Challenges in Youth Engagement - Despite efforts to attract younger consumers, some products like Moutai ice cream have faced market withdrawal due to lack of differentiation and high operational costs [6] - The "i Moutai" digital marketing platform has also seen a decline in sales, with a 10.51% drop in revenue in 2024 [7] Future Directions - Moutai Group's leadership emphasizes the importance of Moutai Culture and Tourism Company in capturing new consumer demographics and enhancing brand visibility [8] - The company is encouraged to adopt a more "affordable" pricing strategy to better align with the financial capabilities of younger consumers [9] - Developing a content ecosystem around the "Little Moutai" IP could enhance emotional connections with consumers, moving beyond mere product sales [9][10]