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

Recently, Wuliangye released its minutes of investor relations activities. Among them, it mentions that during the New Year holiday season, the company’s core products achieved good sell-through. The core reason is that the company has always taken maintaining a steady and continuous increase in market share as its orientation. It focuses on refined, differentiated operations under the approach of “one product, one plan.” The core support is reflected in three dimensions: first, digital empowerment at depth, precisely identifying channel capabilities. Through full-chain analysis of scan-to-data, it significantly enhances its ability to identify sell-through performance for merchants and retailers. This enables precise product placement and dynamic control over distribution, fundamentally avoiding issues such as channel overstocking and price inversions, thereby ensuring the healthy operation of the market.

Second, upgrading the channel incentive system to fully activate retailers’ enthusiasm. For the core products, it formulates differentiated incentive schemes: Eight-Generation Wuliangye innovated by launching a consumer bottle-opening and QR code scanning campaign. After consumers successfully scan and verify their bottle openings, retailers can receive reverse incentive rewards, directly connecting a positive cycle of “consumer sell-through—retailer profits.” Wuliangye 1618 implements “one plan per location,” and carries out reverse incentives in a tiered manner to compete for high-quality retail channel resources in categories and levels. Wuliangye 39° establishes an integrated operations task force through organizational innovation, focuses on the core regions around the Bohai Rim and the Taihu Lake, and develops dedicated sell-through plans. Using a BC-linked model, it advances two core initiatives: consumer cultivation and the development of retailer networks.

Third, upgrading consumer operations to continuously strengthen user stickiness. By deeply linking consumers through scan-and-claim incentive activities—such as a World Cup ticket raffle, travel benefits, and more—it increases bottle-opening rates while capturing massive amounts of real consumer data. This lays the foundation for subsequent precise marketing and community-based operations, realizing a transition from “selling products” to “managing users.”

The company positions 2026 as “a year of marketing adherence to fundamentals and innovation,” and clarifies its core marketing policy of “one core, three enhancements, and dual goals.” That is, with the continuous enhancement of Wuliangye’s brand value as the core, it strengthens marketing transformation, strengthens strategies for competing in the market, and strengthens execution capabilities, working to drive high-quality market sell-through and to achieve effective increases in market share.

On the product side, it adheres to the scientific system of “one core, two wings, two drivers, and one new” for the main brand. Anchored by Eight-Generation Wuliangye as the core, it targets the high-end base market. Classic series and Ziqi Donglai serve as the two wings to raise the brand height. Wuliangye 1618 and Wuliangye 39° act as the two drivers to expand diversified price bands and consumption scenarios. Wuliangye · A First-Sight Infatuation breaks into new territory as a new and trend-setting brand to connect with young consumers and female consumer groups.

As the company’s core mega-single product, Eight-Generation Wuliangye has always adhered to the core principles of “balancing volume and price, optimizing structure, and providing high-quality service.” It continues to consolidate its leading position as the number one product in the 1,000-yuan price segment. It relies on digital tools to achieve refined control across the entire process: by dynamically adjusting planned volumes and precisely implementing channel policies, it strengthens full-chain control from production to retailers, ensures reasonable channel profits, and stabilizes the market price system.

Around the three directions of “strengthening refined operations in traditional channels, expanding scale increments in emerging channels, and improving quality and efficiency in e-commerce channels,” the company continuously promotes upgrades of its channel network toward greater refinement, diversification, and shorter chains. It achieves deep reach to C-end consumption: first, intensive cultivation in traditional channels to build an immersive retail network. It continuously optimizes the “three stores and one household” channel layout, building core outlets such as specialty stores, experience stores, and Wuliangye Jiu Jia. It deepens channel penetration and scenario integration. In strategic markets such as Yibin, Hangzhou, Chengdu, it builds innovative retail formats like Wuliang·ZhiZao trendy experience stores and West Lake tide-drinking stores, breaks the stereotypical impression of traditional liquor channels, and builds vertical channel touchpoints aimed at young consumers and female consumers, achieving a channel closed loop of “retail diversion—consumer cultivation—community cultivation and accumulation.”

Second, expanding emerging channels to build a new path for sports marketing. It deeply expands incremental channel scenarios: using the World Cup IP as a strategic foothold, it builds a sports marketing channel matrix covering three major categories—Wuliangye, nongxiang liquor, and Xianlin liquor—enters niche traffic access points such as JD’s sports events special sections, and precisely targets young sports consumption groups. It deepens group-buying channel development, continuously advances the special “renowned liquor into renowned enterprises” program, and has visited nearly 4,000 companies cumulatively. It expands channel networks for high-net-worth enterprise customers and improves B-to-C channel conversion efficiency.

Third, improving the quality of e-commerce channels and laying out a new track for instant retail. It establishes a dedicated e-commerce channel special operations task force, deepens channel strategic cooperation with leading platforms, and improves the operational quality and efficiency of online channels. It actively develops an instant retail channel network, fully entering instant delivery platforms such as JD’s MiaoSong and Meituan Shanquan. It builds a short-chain channel system of “place orders online—deliver instantly,” covering instant consumption scenarios and further compressing channel tiers to achieve a zero-distance reach to retail consumers.

(Corporate announcement)

(Editor: Lin Chen)

Keywords:

                                                            Wuliangye
                                                            Liquor