Core Viewpoint - The company is actively launching new products and strategies to adapt to the changing market dynamics in the liquor industry, particularly focusing on low-alcohol beverages and leveraging cultural IP for brand positioning [2][3][11]. Product Launches - The company has introduced new high-end liquor products, including "舍得·万木争春" and "舍得坛装酒·舍得智慧人物," marking its first celebrity collaboration in the premium liquor segment [2]. - The new low-alcohol product "舍得自在," priced at 329 yuan, is positioned as a "low-alcohol drinking type" liquor, utilizing a blend of aged spirits [3][4]. Market Trends - The low-alcohol liquor market is experiencing significant growth, with a projected market size exceeding 740 billion yuan and a compound annual growth rate of approximately 25% over the past five years, compared to the overall liquor industry's growth of 2%-3% [3]. - The company aims to target diverse consumer scenarios, including social gatherings and home consumption, with its low-alcohol offerings [4]. Sales Performance - The pre-sale of the new products on JD.com saw rapid consumer interest, with 20,000 people adding items to their carts within 24 hours and over 12,000 orders placed in 36 hours [5]. - The company's overall revenue for the first half of the year was 2.701 billion yuan, with a net profit of 443 million yuan, showing signs of recovery in the second quarter [13]. Strategic Focus - The company is implementing a strategy centered on "old liquor, multi-brand matrix, youthfulness, and internationalization," focusing on enhancing brand value while expanding its market reach [9]. - The management plans to establish "舍得" as the leading brand in the old liquor category and "沱牌" as a cost-effective mass-market brand [11]. Financial Health - The company reported a 31.38% year-on-year increase in e-commerce sales, amounting to 336 million yuan in the first half of the year, indicating a successful shift towards online sales channels [17]. - The company is actively managing inventory and pricing strategies to stabilize its financial performance, with a slight decrease in contract liabilities and an increase in inventory levels [16][14].

Core Viewpoint - The launch of the new high-end liquor products "Shede·Wanmuzhengchun" and "Shede Tan Zhuang Jiu·Shede Wisdom Figures" marks a significant step for Shede Liquor in extending its cultural IP into commercial operations, aiming to enhance its presence in the high-end private sector and implement a "comprehensive towards C" strategy [1][2]. Group 1: Product Launch and Strategy - The new products represent a deep collaboration between Shede Liquor and renowned media figure Lang Yongchun, emphasizing the shared values of "wisdom" and cultural resonance [2]. - The products are positioned not just as beverages but as tangible representations of time and experience, aiming to enhance consumers' appreciation of high-quality aged liquor [2]. - The launch is part of a broader strategy to break into elite consumer circles by leveraging the cultural strength of the "Shede Wisdom Figures" IP and Lang Yongchun's personal brand [2][3]. Group 2: Product Value Proposition - The new products are built on the core value of "rare aged liquor," focusing on four dimensions: ecological rarity, unique craftsmanship, limited collectibility, and cultural premium [3]. - The ecological aspect highlights the production site located in a prime winemaking region with a 98.5% green plant rate [3]. - The craftsmanship involves a 400-year-old technique using "golden yeast," with the base liquor aged in clay jars for natural maturation [3]. - Each product comes with a unique certification number and is crafted by a master of intangible cultural heritage, enhancing its exclusivity [3]. Group 3: Consumer Engagement and Future Plans - The event introduced the concept of "meeting friends over wine, enjoying health," establishing a unique high-end consumer service system [3]. - The company aims to provide a premium experience through a combination of product offerings, exclusive rights, and concierge services [3]. - Future plans include deepening the aged liquor strategy and continuously implementing the "comprehensive towards C" brand strategy to create more valuable products and experiences for consumers [3].

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]