Wuliangye: Innovating terminal formats in strategic markets such as Yibin, Hangzhou, and Chengdu, breaking the stereotypical impression of traditional liquor channels.

Recently, Wuliangye published an investor relations activity record. It mentions that during the Yuan Spring period, the company’s core products achieved strong off-take performance. This stems primarily from the company’s long-standing orientation toward steadily increasing its market share, focusing on refined, differentiated operations under the “one product, one strategy” approach. The core support is reflected in three dimensions: first, digital empowerment to a deeper degree, enabling precise identification of channel capabilities. Through end-to-end analysis of scan-to-data, it has greatly improved its ability to recognize off-take performance of merchants and retailers, achieving precise product placement and dynamic adjustments, thereby fundamentally avoiding issues such as channel stockpiling and price inversions, and ensuring the healthy operation of the market.

Second, upgrading the channel incentive system to fully activate retailers’ enthusiasm. For core products, differentiated incentive plans are developed: the Fifth Edition Wuliangye 8th Generation innovatively launches a consumer bottle-opening scan campaign. After consumers effectively scan their bottle openings, retailers can receive reverse-incentive rewards, directly connecting a positive feedback loop of “consumer off-take—retailer profit.” Wuliangye 1618 implements “one place, one strategy,” carrying out reverse incentives in a tiered manner and, by category and level,抢占优质 retail resources to secure high-quality market outlets. **The 39-degree Wuliangye establishes an integrated operations task force through organizational innovation, focusing on the core regions around the Bohai Rim and Taihu Lake, **and formulates dedicated off-take plans. Using a BC linkage model, it advances two major core initiatives: consumer cultivation and retailer network construction.

Third, upgrading consumer operations to continuously strengthen user stickiness. By deeply binding consumers through scan-to-benefits campaigns—such as prize draws for World Cup tickets and travel benefits—it enhances the bottle-opening rate while accumulating a large volume of authentic consumer data. This lays the foundation for subsequent precise marketing and community-based operations, enabling a transformation from “selling products” to “operating users.”

The company positions 2026 as the “Year of Marketing Upholding the Right Way and Innovating,” and clarifies its core marketing policy of “one core, three enhancements, and two goals.” Specifically, centered on continuously enhancing the brand value of Wuliangye, it strengthens marketing transformation, strengthens response-to-market strategies, and strengthens execution capabilities, working to fully drive high-quality market off-take and to fully achieve effective increases in market share.

At the product end, it adheres to a scientific system of the main brand “one core, two engines, two drives, and one new,” anchoring the high-end base with the 8th Generation Wuliangye. With the Classic Series and Purple Qi East Coming as the two engines, it raises brand stature. Using Wuliangye 1618 and 39-degree Wuliangye as the two drives, it expands diverse price tiers and consumption scenarios. With Wuliangye · A First Crush, it breaks into new circles and targets younger and female consumer groups as a new锐力 disruptor.

As the company’s core flagship single product, the 8th Generation Wuliangye has always adhered to the core principles of “balanced volume and price, optimized structure, and high-quality service.” It continues to consolidate its leading position as the number-one product in the thousand-yuan price segment. Leveraging digital tools for end-to-end refined control: by dynamically adjusting planned volumes and precisely implementing channel policies, it strengthens full-chain control from production to retailers, ensuring channels maintain reasonable profits and stabilizing the market price system.

The company focuses on three major directions—“tightening refined operations in traditional channels, strengthening new emerging channel scale and incremental growth, and improving quality and efficiency in e-commerce channels”—and continues to promote channel network upgrades toward greater refinement, diversification, and shorter chain models. It achieves deep reach into C-end consumption. First, intensive cultivation in traditional channels to build an immersive retail network. It continues to optimize the “three stores and one home” channel layout, constructing core outlets such as dedicated liquor stores, experience stores, and Wuliangye酒家, and further deepens channel sinking and scenario penetration. In strategic markets such as Yibin, Hangzhou, and Chengdu, it builds innovative outlet formats like Wuliangye · Zhirou Hot-Making Trend Experience Stores and West Lake Trend Drinking Stores, breaking the rigid impressions of traditional liquor channels and forming vertical channel touchpoints for younger consumers and female consumers, thereby achieving a channel closed loop of “outlet traffic attraction—consumer cultivation—community sedimentation.”

Second, expanding emerging channels to build new pathways for sports marketing. It deeply expands incremental channel scenarios: using the World Cup IP as a strategic cornerstone, it builds a sports marketing channel matrix covering three major product categories—Wuliangye, Nongxiang Liquor, and Xianlin Liquor—entering niche traffic entry points such as JD Sports event sections, and precisely reaching younger sports consumption groups. It also deepens the development of group-buying channel construction, continuously advancing the special initiative of “famous liquor entering famous enterprises.” It has cumulatively visited nearly 4,000 enterprises, expanded channel networks for high-net-worth enterprise customers, and improved B-to-C channel conversion efficiency.

Third, improving e-commerce channel quality and developing a new track for instant retail. It establishes a dedicated e-commerce channel operations task force, further deepens strategic channel cooperation with leading platforms, and improves the quality and efficiency of online channel operations. It actively develops an instant retail channel network, fully onboarding on instant delivery platforms such as JD Miao Song and Meituan Flash Purchase. It builds a short-chain channel system of “order online, deliver instantly,” covering instant consumption scenarios and further compressing channel layers to achieve zero-distance access with end consumers.

(Company announcement)

(Editor: Lin Chen)

Keywords:

                                                            Wuliangye
                                                            Baijiu