Core Insights - The core message of the news is that Langjiu is transforming its membership system from a product-focused approach to a service-oriented and value co-creation model, marking a significant evolution in its business strategy [2][5][10]. Group 1: Membership Evolution - Langjiu's membership system has undergone eight years of continuous iteration, evolving from basic rights linkage to an ecosystem of value co-creation [4][5]. - The establishment of the "Qinghua Club" in 2018 marked the initial shift from product thinking to user thinking, allowing Langjiu to connect directly with core consumers [4]. - In 2021, the upgrade to "Langjiu Manor Membership Center" represented a transition from providing services to creating experiences, enhancing emotional connections with members [4][6]. Group 2: Strategic Initiatives - The launch of the "1314 Membership Plan" in 2025 signifies the gradual formation of a value co-creation ecosystem, aiming to transform members from participants to co-builders [5][6]. - Langjiu is focusing on building a deep relationship network with over 60,000 entrepreneur members, which serves as a stable sales base and enhances brand reputation [7]. - The company is shifting from a traditional sales-driven model to a user-oriented operational model, improving market responsiveness and service efficiency [9][10]. Group 3: Business Model Transformation - Langjiu is developing a composite business model that combines product revenue, service income, and ecological value, reducing reliance on traditional channels and enhancing profitability [9][10]. - The company is transitioning from merely selling products to offering a platform that connects high-end resources and provides emotional value to members [10][12]. - The construction of three world-class wineries, including the Emei Mountain High Bridge Whisky Distillery with an investment exceeding 3 billion yuan, is a physical embodiment of this platform strategy [12]. Group 4: Market Positioning - Langjiu's approach reflects a shift in consumer behavior from traditional social tools to lifestyle expressions, embedding the brand into personal narratives and rituals [12][13]. - The company aims to define high-end lifestyles through immersive experiences and exclusive products, targeting the deeper needs of modern consumers [12][13]. - This transformation not only strengthens Langjiu's resilience in a volatile market but also serves as a reference for the broader consumer goods industry in its transition [13].