Core Viewpoint - The launch of the new high-end liquor series "舍得·万木争春" and "舍得坛装酒·舍得智慧人物" marks a significant collaboration between Shede Liquor and renowned media figure Lang Yongchun, aiming to deepen the cultural and commercial integration of the "舍得智慧人物" IP [1][3][14] Group 1: Product Launch and Strategy - The event represents a strategic move for Shede Liquor to implement its "全面向C" strategy, focusing on high-end private consumer circles [3][14] - The two new products are designed to create a "品销协同" closed loop, leveraging the synergy of celebrity influence and brand strength [3][11] Group 2: Cultural and Philosophical Significance - Shede Liquor's president, Tang Huir, emphasized that the collaboration with Lang Yongchun is rooted in a shared recognition of "wisdom," transforming the product into a tangible representation of time and experience [6][9] - Lang Yongchun highlighted that the collaboration aims to make the deep-rooted "舍得智慧" culture a shareable and collectible lifestyle element, showcasing the unique charm of Eastern aesthetics [9][11] Group 3: Product Features and Value Proposition - The new products are built on the core value of "稀缺老酒," focusing on four dimensions: ecological rarity, unique craftsmanship, limited collectibility, and cultural premium [11][14] - The innovative concept of "以酒会友 淳享健康" aims to create a high-end consumer service system, offering a premium experience through product tasting, exclusive rights, and concierge services [13][14] Group 4: Future Directions - The launch signifies a key step for Shede Liquor in IP operation and high-end marketing, with plans to deepen its old liquor strategy and continue creating better products and experiences for consumers [14]

Core Insights - The event "Dialogue with Nature and Craftsmanship" took place from July 25 to 29, 2025, in Qinghai, celebrating the 10th anniversary of the brand "Shede" and emphasizing the Eastern wisdom of "giving and receiving" [3][35] - The event featured a five-day immersive journey for a hundred core consumers, highlighting the deep cultural and craftsmanship heritage of "Shede" [3][35] Group 1: Event Highlights - The event included various activities such as a cruise on Qinghai Lake, visits to Xihai Pasture and Chaka Salt Lake, and interactions with intangible cultural heritage, allowing participants to experience the blend of nature and culture [3][8] - A significant speech by the assistant general manager of the high-end Shede division emphasized the brand's commitment to quality and ecological brewing, stating "every bottle is a true vintage, every drop is a true ten years" [6][8] - The event featured a solemn sealing ceremony for the Shede wine, symbolizing the remembrance of past craftsmanship and the anticipation of future quality [10] Group 2: Cultural Exchange - The event included a thematic sharing on "The Philosophy of Giving and Receiving in Thangka Art," illustrating the dedication and spiritual essence behind the creation of Thangka paintings [10] - A closing night banquet celebrated cultural integration and deep friendships, with speeches expressing confidence in the future development of the Shede brand [23][26] - The event concluded with a vibrant bonfire party and fireworks, enhancing the festive atmosphere and allowing participants to experience the brand's life philosophy of "giving for receiving" [31][32] Group 3: Future Outlook - The company aims to continue embodying the "giving and receiving" philosophy while innovating and providing high-quality wines to consumers globally [35]

Core Insights - The graduation banquet market is expected to peak following the conclusion of the 2025 national college entrance examination, prompting a marketing battle among major liquor manufacturers [1] Group 1: Marketing Strategies - Shede Liquor has broken traditional marketing paradigms by implementing promotional policies such as buy-gift offers during graduation banquets, targeting the core needs of Generation Z families [3][6] - The company collaborated with Luo Zhenyu, founder of the "Get" app, to host a significant event titled "Youth Dream Pursuit, Needs Sacrifice," which included a themed speech on growth and planning for the future [3][7] - The event attracted 240 students and their parents from various cities, focusing on long-term growth paths and addressing key concerns regarding life planning after the college entrance examination [3][7] Group 2: Content and Engagement - Luo Zhenyu shared insights on life planning and the challenges posed by the AI era, emphasizing the importance of deep commitment over quick success [9] - The full video of the speech will be available on the "Get" app, aiming to reach a broader audience of students and parents, thereby deepening brand recognition and resonance with high-value demographics [11] - The "Graduation Banquet, Needs Sacrifice" series includes multiple promotional offers, such as a chance to win a study camp in Shanghai and luxury gifts for top scorers, enhancing customer engagement [12][14] Group 3: Integrated Marketing Approach - The integration of online and offline marketing strategies has effectively linked brand communication with market activities, showcasing a successful practice of integrated marketing [15] - The seventh season of "Shede Wisdom Figures" has achieved significant exposure, with over 760 million views, demonstrating the effective conversion of cultural IP into commercial momentum [17][19] - By leveraging Luo Zhenyu's influence and the popularity of the show, Shede Liquor has created a closed loop of content exposure, scene resonance, and sales conversion, driving market growth [19]