Core Viewpoint - The launch of the N18 product by Xige Winery aims to address the current issues in the Chinese wine market, focusing on providing a quality wine that is affordable, thus promoting a return to rational consumption [1][3]. Company Overview - Xige Winery was established in 2017 and is located in the core production area of Qingtongxia, Helan Mountain, Ningxia, with over 30,000 acres of vineyards and an annual production of nearly 10 million bottles of premium wine [4]. - The winery utilizes a world-leading digital vineyard management system and modern brewing facilities, having achieved dual certification from BRCGS and IFS in Europe [4]. Product Strategy - The N18 product is positioned as a "good wine at a reasonable price," aiming to redefine Chinese wine and build a trustworthy national brand [3]. - The winery emphasizes the importance of both affordability and exceptional quality to enhance the competitiveness of domestic wines against imported ones, which currently hold over 60% market share in China [3]. Industry Context - The Chinese wine market is facing challenges with domestic wines experiencing growth bottlenecks and trust issues due to quality and pricing concerns [3]. - The mission of the N18 product is to create a foundation for the wine category in China, promoting high-quality and high-cost performance wines [3][4].