On December 28, Ge Longhui | Easy Life Holdings (00223.HK) announced that on December 23, 2023, the Group and Guizhou Shengxiang Guitai Liquor (Group) Co., Ltd. signed the “10 Billion Brand Empowerment Strategic Cooperation Framework Agreement” (“Brand Strategic Cooperation Agreement”). The two sides jointly promoted comprehensive digital intelligence marketing for Guitai liquor brands, and established an offline experience and rapid sales service system in the Group's more than 500 hotel stores and travel scenarios across the country, opening a new era of digital intelligent marketing in the liquor scene.

This cooperation focuses on establishing an experiential sales system for offline consumption access and consumption interception in the core business travel scene of hotels and tourism where liquor consumers gather. The aim is to enhance consumers' awareness and love for Guitai wine brands through physical interaction and experience, and open a new era of digital intelligence marketing in the Guitai wine tourism scene. This cooperation has not only strengthened the market influence of the Guitai Liquor brand, but also broadened the Group's business scope of “food, lodging, travel, travel, shopping, and entertainment” in modern human production and life, and is expected to bring continuous growth benefits to both parties.