Core Insights - The core theme of the market research conducted by Wuliangye Group focuses on "deepening the terminal market and empowering distributor development" [1][3]. Group 1: Market Research Activities - The chairman of Wuliangye Group, Zeng Congqin, led a team to conduct market research in Taiyuan, Shanxi Province, engaging in various activities such as visiting specialty stores and core terminals, and holding discussions with distributor teams to understand market conditions and gather feedback [1][3]. - During the research, Zeng Congqin visited several key distributors in Taiyuan, closely examining product displays, promotional activities, and consumer service processes to assess the current operational status and core customer demands [3]. Group 2: Distributor Engagement and Strategy - Zeng Congqin encouraged distributors to view the current market challenges as a critical opportunity for adjustment, emphasizing the importance of focusing on terminal value and enhancing service capabilities to transition from "product transportation" to "consumer service" [5]. - The company aims to optimize its product layout in the Shanxi market to meet new demands for lower alcohol content and scenario-based consumption, while also increasing support for distributors to strengthen consumer cultivation and brand experience [7].

Core Insights - The core proposition of the company is to provide high-quality sheep milk products while building a win-win ecosystem for manufacturers and distributors [1] Group 1: Brand Empowerment and Market Expansion - The company has launched a series of innovative measures to support distributors, including brand promotion, channel development, and marketing support [2] - Online brand promotion focuses on content marketing and search optimization across platforms like Baidu, Zhihu, and Douyin, enhancing brand awareness and reputation [2] - Offline efforts include participation in major industry events and advertising in key locations, achieving a new product launch conversion rate of 35% and reaching over 100 million people annually [2] Group 2: Channel Infrastructure and Marketing Support - The company employs a franchise model through regional agents, covering over 5,000 supermarkets and 50,000 retail outlets, providing a broad sales platform for distributors [5] - It offers digital guidance for product display and regional training, reducing market penetration time by 50% [5] - Customized promotional materials and regular events are provided to help distributors attract customers and boost sales [5] Group 3: Quality Assurance and Industry Collaboration - The company emphasizes quality as a foundation, establishing a "transparent supply chain" to ensure consumer trust, with 98% of consumers expressing confidence in the brand [8] - It collaborates with industry associations and research institutions to drive innovation and standardization in the sheep milk sector, enhancing product quality and competitiveness [9] Group 4: Future Vision and Strategic Directions - The company aims to create a global ecological alliance and sustainable growth through three strategic initiatives: a distributor co-growth plan, a green industry revolution, and a national health mission [10] - The goal is to incubate over 100 regional leading distributors within three years and to cover 100 million families with high-quality sheep milk products [10] - The company is committed to reducing carbon footprints by 30% and contributing to the health of the nation through its initiatives [10]

Core Insights - Ziyuan Baiwei Chicken has launched a "Consumer Coupon" campaign to provide consumers with cost-effective food options, creating a consumption boom nationwide [1][3] - The campaign employs an "omni-channel coverage + long-cycle operation" strategy, utilizing both paper and online coupons to reach various consumer scenarios [1][3] Group 1: Campaign Details - The paper coupons include "35 yuan off for purchases over 6 yuan" and "45 yuan off for purchases over 8 yuan," valid at all stores from May 1 to December 31, covering major consumption peaks [1] - Online group purchase vouchers have been introduced on platforms like Douyin, creating a closed-loop of "online coupon acquisition + offline consumption" to lower consumer spending thresholds [1][3] Group 2: Impact and Execution - The online promotion since April 26 has significantly increased store traffic, showcasing consumer recognition of the coupon campaign [3] - The success of the coupon initiative relies on the deep cooperation of the national distributor system, which has been involved in material distribution, staff training, and optimizing the redemption process [3][5] Group 3: Future Strategy - Ziyuan Baiwei Chicken plans to continue its precise empowerment strategy, focusing on marketing innovation and operational support [5] - The brand aims to elevate short-term consumption stimulation to long-term capability building through collaboration with distributors, ensuring sustainable growth in the competitive retail sector [5]