Core Viewpoint - The appointment of 28-year-old Wu Qirong as the youngest executive director of Zhenjiu Lidu (06979.HK) signals both family succession and strategic transformation within the company [2][3]. Company Overview - Wu Qirong, son of Chairman Wu Xiangdong, has a background in digital marketing and has been involved in various roles within the company since graduating from the University of Birmingham in 2019 [2]. - The company has faced significant challenges, with 2024 revenue reported at 7.067 billion yuan, showing nearly zero growth, and net profit plummeting by 43.1% to 1.324 billion yuan [2][3]. Market Challenges - Zhenjiu Lidu's core products are experiencing severe price declines, with the high-end "Zhen 30" retail price dropping over 60% from the suggested price, and the mid-range "Zhen 15" only achieving 40% of its suggested price [3]. - The company is struggling to compete with high-end brands like Moutai and Wuliangye while facing inventory buildup and shrinking channel profits [3]. Strategic Initiatives - Wu Qirong's leadership is seen as a potential turning point, leveraging his dual background in computer science and business management to align with the industry's trend towards digitalization and youth engagement [3]. - The company needs to activate the differentiated advantages of its sub-brands and innovate in brand image and product offerings to meet new consumer demands [3]. Governance and Management Issues - The governance dynamics between family-owned enterprises and professional managers, along with the contrast between high executive salaries and declining performance, will test Wu Qirong's management acumen [4].