Core Viewpoint - Wuliangye is seeking new growth opportunities through its new craft beer brand "Fenghuolun," targeting young consumers and the craft beer market, but its brand positioning is flawed, likely leading to failure if it continues to rely on its traditional liquor business model [1][3]. Group 1: Current Strategic Positioning Issues - The brand extension is unclear, diluting the main business recognition, as Wuliangye's strong high-end liquor image conflicts with the craft beer's innovative and niche appeal, potentially weakening brand strength rather than empowering the new product [3][4]. - The target demographic is too broad, with the official claim of targeting ages 25-49, while the core consumer group for craft beer is actually 25-35, leading to misalignment in product design and marketing strategies [4][5]. - There is a disconnect between cultural symbols and product value, as the name "Fenghuolun" lacks a clear connection to beer quality, making it seem like a superficial gimmick rather than a meaningful brand story [5][6]. Group 2: Pricing and Value Proposition - The pricing of 19.5 yuan for 390ml (approximately 50 yuan per liter) exceeds that of mainstream brands like Budweiser and Tsingtao, but as a new brand, it lacks consumer recognition and fails to deliver a unique experience that justifies the high price, risking a "high but not successful" competitive trap [6][7]. Group 3: Recommended Brand Positioning Optimization Strategies - To succeed, Wuliangye should reconstruct the independent brand identity of Fenghuolun, creating a synergy with its main business rather than being dependent on it, and focus on establishing a "Chinese craft" professional label [7][8]. - The target demographic should be narrowed to 25-35-year-olds who pursue quality lifestyles, with marketing strategies tailored to social scenarios like after-work drinks and gatherings, while prioritizing craft beer ecosystems over traditional retail channels [9][10]. - The value proposition must be redefined to support premium pricing through enhanced consumer experiences, focusing on functional, emotional, and asset values [10][11]. Group 4: Summary - Wuliangye's entry into the craft beer market is strategically sound, but the current positioning of Fenghuolun is vague, lacks premium appeal, and misaligns with target demographics, which could lead to market rejection. A timely adjustment focusing on an independent brand identity and leveraging cultural elements could position Fenghuolun as a disruptor in the local craft beer market [11][12].