Core Viewpoint - The article highlights the participation of Wuliangye at the 20th China Western International Expo, showcasing its cross-industry integration and innovation in the liquor industry, emphasizing its development strategy of "strengthening liquor, optimizing non-liquor, and expanding platforms" [1][3][10]. Group 1: Event Overview - The 20th China Western International Expo was held in Chengdu from May 25 to 29, focusing on "deepening reform to increase momentum and expanding openness to promote development" [1]. - The expo serves as a significant platform for open cooperation in the western region, having been established in 2000 and successfully hosting 19 previous events [3]. Group 2: Wuliangye's Strategic Development - Wuliangye has evolved into a large state-owned enterprise group, with its core business in liquor and expansions into green packaging, machinery manufacturing, smart logistics, financial investment, and health industries [3][10]. - The company aims to create a win-win development model that integrates ecological, economic, and social aspects through its innovative practices [4][10]. Group 3: Exhibition Highlights - Wuliangye's exhibition showcased the entire industry chain from seed planting to liquor production, emphasizing its commitment to quality and innovation [6][9]. - The exhibition featured core products and demonstrated the traditional brewing techniques that have been passed down for over 700 years [9][10]. Group 4: Technological Innovation - Wuliangye has established multiple national and provincial innovation platforms, focusing on various aspects of the liquor production process, and has received numerous awards for technological advancements [9][11]. - The company is committed to continuous technological investment, enhancing its core liquor business and expanding its product and service range [11][12]. Group 5: Collaborative Partnerships - Wuliangye collaborates with various companies, such as Universal Group and Lichai Group, to enhance packaging and logistics, thereby improving the overall quality and efficiency of its operations [12][15][18]. - The logistics partner, Anji Logistics Group, has been instrumental in providing customized solutions for efficient and green management of the liquor supply chain [18].

Core Viewpoint - Wuliangye reported a total revenue of 89.175 billion yuan in 2024, a year-on-year increase of 7.09%, while net profit attributable to shareholders was 31.853 billion yuan, up 5.44% year-on-year, indicating a slowdown in profit growth to a new low in recent years due to industry adjustments and intensified market competition [1] Brand Operations - Wuliangye continued to enhance brand influence through a multi-pronged strategy, maintaining stable prices for its core product, the eighth generation Wuliangye, and launching new products to enrich its product matrix [4] - The company achieved over 20 billion exposures through participation in major events like the CCTV Spring Festival Gala and the Paris Olympics, expanding brand visibility [4] - However, sales expenses exceeded 10 billion yuan for the first time, reaching 10.69 billion yuan, a year-on-year increase of 37.2%, with promotional expenses rising by 48.9%, indicating that high sales costs did not translate into proportional profit growth [4] Channel Layout - Wuliangye continued to optimize and expand its channel layout, adding 16,000 core terminals and increasing the number of direct sales stores to over 1,700 [4] - Online sales accounted for over 10% of total sales, with 18 million members attracted through online activities [4] - Despite these efforts, the rolling month-on-month revenue growth was only 0.59%, and net profit showed a decline of 1.41%, suggesting limited effectiveness of channel expansion amid weak market demand [5] Future Outlook - The company aims to focus on quality improvement, layout optimization, and deepening reforms to achieve stable growth in 2025, but faces significant growth pressure due to deep industry adjustments and increased competition [6] - Contract liabilities reached 11.69 billion yuan at the end of 2024, a year-on-year increase of 70.3%, indicating some performance reserves for the first quarter of 2025 [6] - Maintaining market share and profitability during the industry adjustment period will be a major challenge, requiring the company to find a new balance in brand innovation, channel optimization, and cost control [6]

Core Insights - The 2025 Osaka World Expo will feature the theme "Imagining a Revitalized Future Society," with Wuliangye as a senior partner of the China Pavilion, engaging in various promotional activities and cultural exchanges [1][3] - Wuliangye has a long history of participation in World Expos, showcasing Chinese culture and its brand's unique charm over the past 110 years [3] Group 1: Marketing and Promotional Activities - Wuliangye launched the "Wuliangye 2025 Osaka World Expo China Pavilion Commemorative Gift Box" and held the "Wuliangye Fragrance & Harmony Taste" overseas authorized experience restaurant awarding ceremony [1][5] - The company opened a limited-time experience store at the China Pavilion, offering unique cocktails and interactive activities to engage consumers [9][17] - Wuliangye's marketing strategy includes a series of themed marketing activities across various platforms, including duty-free shops and e-commerce, to enhance brand visibility in Japan [13] Group 2: Cultural Exchange and Partnerships - The "Panda Partners Global Tour" and the "Giant Panda and Golden Monkey Cultural Art Exhibition" were supported by Wuliangye, promoting the theme of "Harmony and Coexistence" [7][19] - Wuliangye's first overseas authorized experience restaurant, "Piaoxiang," was established in Tokyo, marking a significant step in integrating Chinese liquor culture with international dining experiences [5][16] - The company aims to foster cultural resonance through innovative collaborations, such as customized menus and cocktails that blend Chinese liquor with global cuisine [14][19] Group 3: Internationalization Strategy - Wuliangye's "Harmony Global Tour" has reached over ten countries since its launch in 2023, promoting Chinese culture and the concept of "Harmony and Coexistence" [21] - The brand's internationalization strategy focuses on cultural output and local operations, aiming to connect different civilizations through Chinese elements [21] - Wuliangye emphasizes its commitment to sharing development opportunities globally, positioning Chinese liquor as a cultural bridge [21]