Core Viewpoint - The article discusses the recent marketing strategy of Chishui River Liquor, which has adopted a dual endorsement model featuring actor Huang Bo and football star Lionel Messi, amidst a tightening marketing budget in the liquor industry [3]. Company Overview - Chishui River Liquor is a product of Guizhou Zhongchi Liquor Co., Ltd., located in Xishui County, Zunyi City, Guizhou Province. The actual controller of Zhongchi Liquor is Gao Jinhua, who is also the president of the domestic fertilizer giant Stanley Group [3][4]. - Zhongchi Liquor was established in 2021 and initiated a technical transformation project in partnership with Xishui County, aiming to expand production capacity to 12,000 tons of liquor and 25,000 tons of liquor cake, with a total investment of 5 billion yuan [4]. Financial Performance - In the first quarter of 2023, Zhongchi Liquor reported revenue of 2.785 million yuan and a net loss of 1.205 million yuan. By the first quarter of 2024, revenue increased to 40.222 million yuan, but the company still faced a net loss of 7.727 million yuan [4]. Market Context - The liquor industry, excluding Moutai, is experiencing challenges such as price inversion and high inventory levels, leading to market concentration towards leading liquor companies, making it difficult for smaller brands to thrive [5]. - Industry experts suggest that the combination of Messi and Huang Bo as endorsers may not effectively resonate with core consumers of liquor, as Chishui River Liquor lacks the time and consumer base necessary for such a marketing strategy [5].

Core Viewpoint - The announcement of dual endorsements by actor Huang Bo and football star Messi for Chishui River Liquor has sparked significant market interest, especially as the liquor industry is currently undergoing a deep adjustment period [1] Group 1: Company Overview - Chishui River Liquor is a product of Guizhou Zhongchi Liquor Co., Ltd., which is located in Xishui County, Zunyi City, Guizhou Province [1] - The actual controller of Zhongchi Liquor is Gao Jinhua, who is also the president of the domestic fertilizer giant Stanley Group [1] Group 2: Industry Context - The liquor industry is facing challenges such as price inversion and high inventory levels, leading to a market concentration towards leading liquor companies, making it difficult for small brands to thrive [2] - In the first quarter of 2023, Zhongchi Liquor reported revenue of 2.785 million yuan and a net loss of 1.205 million yuan, with revenue increasing to 40.222 million yuan in the first quarter of 2024, but still incurring a net loss of 7.727 million yuan [2] Group 3: Marketing Strategy - The combination of Messi and Huang Bo aims to tap into both sports and entertainment sectors, but there are concerns about the effectiveness of this strategy due to the brand's lack of time accumulation and consumer scene foundation [2] - Experts suggest that while celebrity endorsements may assist in brand promotion and recruitment, their long-term effectiveness relies heavily on the company's subsequent market execution [3]