Core Insights - The launch of the new high-end product "Tian Gong·Shiyi" by Si Te Jiu aims to leverage the growing demand in the Jiangxi market despite a nationwide decline in liquor production [1][2] - The high-end liquor segment in Jiangxi has seen a significant increase in consumption share, rising from 18% in 2020 to 31% in 2024, indicating a shift towards premium products [1] Group 1: Market Context - The overall liquor production in China saw a year-on-year decline of 12.7% in Q1 2024, while Jiangxi's market experienced a 2.3% growth [1] - Si Te Jiu's strategy focuses on high-end market expansion amidst challenges such as declining production, high inventory, and price inversion [1][3] Group 2: Product Details - "Tian Gong" pays homage to the ancient text "Tian Gong Kai Wu," while "Shiyi" symbolizes the traditional concept of "12 hours," representing the aging process of the liquor [2] - The product is positioned in the price range of 1200-1500 RMB, with a premium of over 200% compared to regular offerings, emphasizing the "12-year old stored liquor" concept [1][2] Group 3: Quality and Innovation - The product has received high praise from industry experts for its complex flavor profile, which includes notes of floral, fruity, and grain aromas, enhancing its market competitiveness [2] - Si Te Jiu is actively pursuing digital transformation to enhance its production quality and supply chain transparency through technologies like IoT, blockchain, and AI [2][3] Group 4: Strategic Direction - The company emphasizes a dual focus on tradition and innovation, aiming to adapt to market trends such as health consciousness and younger consumer preferences [3] - Si Te Jiu's operational strategy revolves around brand strength, quality, and innovation, while embracing new retail and digital marketing trends [3]