Positioning itself in the light business segment, Shede Zizai joins hands with spokesperson Ma Dong to reshape the social value of Baijiu.

On April 7th, Shede Spirits (600702.SH) officially announced Ma Dong as the spokesperson for their “29 Degrees Slightly Tipsy Old Liquor” Shede Zizai, and launched its first creative commercial. Focusing on the real needs of the new consumer social scene, Shede Zizai continues to promote a more equal and relaxed “new drinking table culture” through creative commercials.

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

No conforming, no settling, no pitfalls

Shede Zizai teams up with Ma Dong to interpret the “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 context of profound changes in consumption trends, new consumer groups crave more equal, comfortable, and low-pressure social interactions. Recognizing this zeitgeist, Shede Zizai and its spokesperson Ma Dong created the creative commercial “What is Zizai,” offering a social solution for “Zizai.”

In the commercial, Ma Dong transforms into the “mouthpiece” of consumers, progressing through a negation narrative from “What is Zizai not” to “What is Zizai,” gently yet sharply pointing out “not drinking to impress,” “not drinking under pressure,” and “not drinking to create pitfalls.” This breaks free from traditional social rules at the drinking table, naturally leading to the concept of “drinking is just about Zizai,” a “new drinking table culture,” conveying an attitude of “no conforming, no settling, no pitfalls.”

Ma Dong is both an observer who steps outside traditional drinking circles and a participant who embraces the new drinking table culture. Through his narration, various scenes such as gathering with old friends, business entertaining, solo drinking, and ice-cold drinks unfold naturally, vividly illustrating Shede Zizai’s versatility in fitting both grand occasions and small tables. Meanwhile, phrases like “The aroma of old liquor hasn’t changed, so feelings won’t fade” and “It doesn’t have to be high proof, just right” are expressed with Ma Dong’s authentic, relatable style, transforming the product features of 29 Degrees Shede Zizai into tangible everyday language, making Shede Zizai the ideal medium for the “new drinking table culture.”

What is “Zizai”? Zizai is freedom, burdenlessness, and comfort—no need to worry about urging drinks, no need to feel forced by the scene. This perfect sense of “Zizai” has long been embedded in Shede Zizai’s brand DNA. Since its launch, Shede Zizai has built a systematic expression of “Zizai” through product innovation, scene expansion, and cross-industry collaborations. Essentially, it is a redefinition of Baijiu’s social value: returning Baijiu to its joyful authenticity, restoring sincerity and equality in social interactions, and making every toast an experience of “Zizai joy.”

From addressing pain points, establishing attitude, to scene implementation, Shede Zizai has created a complete narrative loop through creative commercials, precisely responding to contemporary deep desires for relaxed socializing, and establishing a clear, attitude-driven brand recognition in the light business track under the banner of “new drinking table culture.”

Partnering with an unconventional spokesperson

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

As consumption generations evolve and scenes are reconstructed, light business scenarios are becoming a new blue ocean for the industry. Shede Zizai accurately targets this trend, using “light business” as a starting point, breaking out of the homogeneous competition in traditional Baijiu, and seizing the advantage through differentiated positioning.

A key step in this positioning is to break away from traditional endorsement paths by partnering with an unconventional spokesperson—Ma Dong—to find a true “mouthpiece” for light business consumers. This collaboration is rooted in three levels of value resonance.

First, aligned philosophy, giving “Zizai Joy” a warm, tangible carrier. As the key figure behind hit variety shows like “Super Variety” and “The Summer of the Band,” Ma Dong naturally embodies qualities of “wisdom and reflection,” “equal dialogue,” “humor without offense,” and “transparent composure” in the public eye. These qualities align with Shede Zizai’s advocacy of a “relaxed, Zizai, just right” new drinking table culture, providing a perceptible and relatable embodiment of the brand’s “Zizai Joy” concept, effectively reducing brand recognition costs.

Second, innovative resonance, forming a response through rule-breaking and boundary-pushing. Shede Zizai’s product innovations—“authentic vintage old liquor,” “high flavor with low burden,” “high quality and cost-effective”—break traditional Baijiu consumption scene barriers. Ma Dong, as an innovator in content, deconstructs old topics and establishes new consensus. Their shared pursuit of “innovation” creates natural harmony, with personalized expression reinforcing the brand’s identity as a “breaker of light business barriers.”

Finally, circle-layer alignment, achieving precise mental capture of the light business demographic. Ma Dong’s influence across generations and social circles helps the brand consolidate its traditional Baijiu consumer base while also precisely reaching the light business crowd, aiding in “targeted planting + mental capture,” and quickly breaking into the light business scene.

It is foreseeable that as Shede Zizai’s collaboration with Ma Dong deepens, “In the era of light business, drink Shede Zizai” will not only be a drinking choice but also a lifestyle attitude for modern business elites—embodying a philosophy of not conforming to worldly rules and pursuing moderation.

Shede Zizai, as a disruptor, breaks the traditional social paradigm of Baijiu, reshaping its social value. This innovative expression that resonates with contemporary consumer needs will help it win a broader future in the light business era.