Mengamankan posisi di jalur bisnis ringan yang bernuansa santai, “She De Zai Zi” siap bekerja sama dengan juru bicara Ma Dong untuk membangun kembali nilai sosial dari minuman keras tradisional

7 April, Shede Spirits (600702.SH)'s subsidiary “29 Degrees Slightly Tipsy Old Liquor” Shede Zizai officially announced Ma Dong as the spokesperson, and launched its first creative blockbuster. Focusing on the real needs of new consumer social scenarios, Shede Zizai continues to promote a more equal, relaxed “new drinking table culture” through creative films.

This collaboration with Ma Dong is a key layout for Shede Zizai to position itself in the light business blue ocean. Both parties, based on value resonance, have launched a new brand narrative, returning baijiu to its essence, and socializing to its purity, reshaping the social value of baijiu, and clearly conveying the market’s distinct proposition of “In the era of light business, drink Shede Zizai.”

Not conforming, not settling, not digging pits

Shede Zizai joins hands with Ma Dong to interpret “new drinking table culture”

Traditional baijiu has long been deeply associated with formal, cumbersome banquet culture, with the dining table becoming an increasingly stressful social arena for many. In the current profound transformation of consumption trends, new consumer groups crave more equal, comfortable, and light-burden social interactions. Insight into this era’s sentiment, Shede Zizai, together with spokesperson Ma Dong, creates the creative film “What is Zizai,” providing social solutions for “Zizai.”

In the film, Ma Dong transforms into the “mouth substitute” of consumers, with a narrative progression from “What is Zizai” to “What is Zizai” in a negative form, gently yet sharply pointing out “not drinking to impress,” “not drinking under pressure,” “not drinking to dig pits.” Thus, the short film breaks out of traditional social rules of the drinking table, naturally leading to the “new drinking table culture” of “drinking is just about being Zizai,” conveying an attitude of “not conforming, not settling, not digging pits.”

Ma Dong is both an “observer” who jumps out of traditional drinking circles and a “participant” who integrates into the new drinking table culture. Under his narration, scenes such as gathering old friends, business entertaining, personal drinking alone, and ice drinks unfold naturally, vividly illustrating Shede Zizai’s scene adaptability of “handling big occasions and small tables.” Meanwhile, phrases like “The aroma of old wine hasn’t changed, feelings won’t fade” and “It doesn’t necessarily have to be high proof, the key is just right,” expressed with Ma Dong’s highly relatable life tone, turn the product features of 29-degree Shede Zizai into perceptible everyday language, making Shede Zizai the best medium for “new drinking table culture.”

What is “Zizai”? Zizai is freedom, burdenlessness, comfort—no need to worry about urging drinks, no need to force scenes. And this just-right “Zizai” has long been embedded in Shede Zizai’s brand gene. Since its launch, Shede Zizai has built a systematic expression system of “Zizai” through product innovation, scene expansion, and cross-border collaborations. Its essence is a redefinition of baijiu’s social value: returning baijiu to its joyful authenticity, returning socializing to sincerity and equality, and making every toast an “enjoyment of Zizai.”

From pain points, to attitude establishment, to scene implementation, Shede Zizai constructs a complete narrative loop through creative films, precisely responding to contemporary people’s deep desire for Zizai socializing, and establishing a clear, attitudinal brand recognition in the light business track with “new drinking table culture.”

Partnering with an unconventional spokesperson

Shede Zizai positions itself in the light business blue ocean through value resonance

With the generational shift in consumption and scene reconstruction, light business scenarios are becoming a new blue ocean in the industry. Shede Zizai accurately targets this trend, using “light business” as an entry point, jumping out of the homogeneous competition red sea of traditional baijiu, and seizing the opportunity with differentiated positioning.

The key step in this positioning is to break away from traditional endorsement paths, partnering with an unconventional spokesperson—Ma Dong—to find the true “mouth substitute” for consumers in the light business era. This cooperation is based on three layers of value resonance.

First, aligned理念, providing a tangible carrier for “Zizai to enjoy oneself.” As the soul figure of hit variety shows like “奇葩说” (“U Can U Bibi”) and “乐队的夏天” (“The Big Band”), Ma Dong is naturally perceived as having “wisdom and reflection,” “equal dialogue,” “humor without offense,” and “transparent composure.” These qualities align with Shede Zizai’s advocated new drinking table culture of “relaxation, Zizai, and just right,” giving the brand concept a perceptible, recognizable tangible carrier, effectively reducing brand recognition costs.

Second, innovative resonance, forming responses in breaking rules and crossing boundaries. Shede Zizai’s product innovation of “authentic vintage old wine, high flavor with light burden, high quality and cost performance” breaks traditional baijiu drinking scene barriers. Ma Dong, as an innovator in content, deconstructs old topics and establishes new consensus. Their shared pursuit of “innovation” creates natural echoes, with personalized expression reinforcing the brand’s identity as a “breaker of light business.”

Finally, circle-layer fit, achieving precise mental occupation of the light business crowd. Ma Dong’s influence across generations and circles helps the brand consolidate its traditional baijiu consumer base while precisely reaching the light business demographic, aiding the brand in achieving “precise planting + mental occupation,” and rapidly breaking into the light business circle.

It is foreseeable that with the deepening cooperation between Shede Zizai and Ma Dong, “In the era of light business, drink Shede Zizai” will not only be a drinking choice but also a lifestyle attitude for new-era business elites—representing a philosophy of not conforming to worldly rules and pursuing just right.

Shede Zizai, as a disruptor, breaks the traditional baijiu social paradigm and reshapes the social value of baijiu. This innovative expression resonating with contemporary consumer needs will help it win a broader future in the light business era.