证券日报网讯2月5日，舍得酒业（600702）在互动平台回答投资者提问时表示，公司高度重视发展内驱 力，持续推进财务信息化和智能化建设，通过打造全链路营销运营体系，不断推进数智化升级，努力形 成"多品牌营销矩阵+产供销协同+业数财一体化"的数字化体系支撑。 ...

Core Insights - The article highlights the strategic marketing campaign by Shede Liquor for the Spring Festival, focusing on emotional connections and social interactions through the creative short film "Shede Expresses Heartfelt Intent" [1][2][3] Group 1: Marketing Strategy - Shede Liquor launched a creative short film featuring hosts Li Jing and Dai Jun to address the challenges of expressing gratitude and emotions during the Spring Festival, positioning the brand as the ideal choice for heartfelt gifts [2][3] - The marketing campaign emphasizes the theme of "expressing heartfelt intent" and includes interactive elements such as a live-streaming event with the hosts, enhancing consumer engagement and driving sales [4][6] Group 2: Emotional Engagement - The short film portrays Shede Liquor as a "voice of heartfelt intent," connecting with various social scenarios such as company gatherings and family reunions, thereby deepening the association of the brand with genuine emotions [3][9] - By leveraging the familiarity of the hosts and their long-standing friendship, the campaign effectively bridges the gap between the brand and consumers, making the concept of "heartfelt intent" more relatable and tangible [3][9] Group 3: Integrated Marketing Approach - The campaign utilizes a comprehensive marketing strategy that includes online challenges and offline promotions, creating a seamless connection between digital engagement and physical retail experiences [8][9] - Shede Liquor's initiatives include partnerships with restaurants for promotional events and targeted offerings for corporate clients, enhancing brand visibility and sales during the festive season [9]

Core Viewpoint - The liquor sector experienced a significant increase, with a 2.82% rise on February 4, led by *ST Rock, while the overall market indices also showed positive movement [1] Group 1: Market Performance - The Shanghai Composite Index closed at 4102.2, up 0.85%, and the Shenzhen Component Index closed at 14156.27, up 0.21% [1] - The liquor sector's main stocks showed varied performance, with *ST Rock leading the gains at 4.57% [1] Group 2: Individual Stock Performance - Key stocks in the liquor sector included: - *ST Rock: Closed at 2.06, up 4.57%, with a trading volume of 156,700 shares and a turnover of 31.19 million yuan [1] - Shanxi Fenjiu: Closed at 180.58, up 3.57%, with a trading volume of 149,200 shares and a turnover of 2.669 billion yuan [1] - Kweichow Moutai: Closed at 1525.00, up 3.40%, with a trading volume of 109,100 shares and a turnover of 16.444 billion yuan [1] - Other notable stocks included Jiu Gui Jiu, Hai Zhou Lao Jiao, and Ying Jia Gong Jiu, all showing positive gains [1] Group 3: Capital Flow - The liquor sector saw a net inflow of 2.346 billion yuan from main funds, while retail investors experienced a net outflow of 626 million yuan [2] - The main funds' net inflow for Kweichow Moutai was 1.489 billion yuan, while it faced a net outflow of 1.488 billion yuan from speculative funds [3] - Other stocks like Luzhou Laojiao and Shanxi Fenjiu also experienced significant net inflows from main funds, indicating strong institutional interest [3]

酒行业 周度市场观察 2026/1.19-1.25 第 5 周 行业环境 头部品牌动态 投资运营 产品技术 营销活动 01 行业趋势 Industry Trends 本周看点： 2025进口酒：威士忌均价下滑，"白色烈酒"全线爆发，葡萄酒提档升级； 生肖酒集中上市遇冷：酒企"马到成功"梦难圆？ 2026春节市场争夺战：加码反向红包，深度绑定宴席、年会场景，加设参与门槛。 行业环境： 1. 2025进口酒数据出炉：威士忌均价下滑19.65%，"白色烈酒"全线爆发，葡萄酒提档 升级 关键词：烈酒进口数据,量减价增,量增额减,白兰地收缩,白色烈酒增长 概要：2025年中国酒类进口数据显示，葡萄酒市场呈现"量减价增"，进口量下滑26.85%，均 价上涨21.79%，显示市场向精品酒集中。瓶装酒均价上涨11.64%，低端产品收缩，法国酒均 价逆势上涨32.05%，而智利酒保持性价比优势。白葡萄酒和气泡酒表现亮眼，反映消费年轻化 趋势。烈酒市场"量增额减"，进口量微增1.58%，但进口额下降18.15%。白兰地量额暴跌近 40%，而伏特加、龙舌兰等"白色烈酒"增长超40%，威士忌量增价跌，显示消费转向实用主 义。整体来看 ...

1月26日，沱牌酒官宣刘晓庆、杨雨光出任"沱牌特级嘴替"； 1月29日，贺岁大片《T68真心话大冒险》上线； 1月31日，刘晓庆现身沱牌抖音直播间，开启"酒洲同庆"直播； 沱牌酒由此摆脱了"被消费的酒品"这一单一身份，被赋予"社交道具+情绪开关"的双重使命。那些哽在 喉咙的牵挂、难以启齿的释然、藏在心底的感恩，诸如"爸妈，别催了""老同学，我现在挺好的""这一 年，辛苦了"，都能借由一杯沱牌酒自然开启。酒不再是社交的主角，而是成为情绪的载体，帮年轻人 打破表达桎梏，实现体面与真心的双向奔赴。 邀请刘晓庆与杨雨光组成"反差特级嘴替"，是沱牌品牌人格化落地的点睛之笔，精准覆盖不同圈层，完 成表达场景的全面适配。 …… 临近春节，白酒广告再度刷屏各大平台，多数品牌仍围绕"团圆""礼赠""年份"三大核心叙事，用宏大的 祝福与厚重的情怀构筑节日氛围。 但今年的沱牌酒，跳出了传统白酒营销的固有语境，换了一种更贴近人心的方式。不是高举酒杯喊出空 泛的吉祥话，而是以老友姿态在热闹的年节氛围里，真诚发问："那些过年时说不出口的真心话，要不 要我替你讲？" 在名酒研究所看来，这个看似微小的视角转换，却可能触及了当代春节社交中最普 ...

Market Overview - The liquor sector experienced a rise of 2.01% on February 3, with Huangtai Liquor leading the gains [1] - The Shanghai Composite Index closed at 4067.74, up 1.29%, while the Shenzhen Component Index closed at 14127.1, up 2.19% [1] Liquor Sector Performance - Key stocks in the liquor sector showed varied performance, with Yanzongyan leading with a closing price of 19.27, up 9.99% and a trading volume of 455,900 shares, amounting to 857 million yuan [1] - Other notable performers included Jinhui Liquor at 24.86, up 3.67%, and Guizhou Moutai at 1474.92, up 3.36%, with a significant trading volume of 86,300 shares, totaling 12.628 billion yuan [1] Capital Flow Analysis - The liquor sector saw a net inflow of 463 million yuan from main funds, while retail investors contributed a net inflow of 468 million yuan [2] - However, speculative funds experienced a net outflow of 931 million yuan [2] Individual Stock Capital Flow - Guizhou Moutai had a main fund net inflow of 1.212 billion yuan, but speculative funds saw a net outflow of 1.211 billion yuan [3] - Huangtai Liquor reported a main fund net inflow of 42.6 million yuan, while retail investors contributed a net inflow of 35.36 million yuan [3] - Other stocks like Tianyoude Liquor and Shanxi Fenjiu also showed mixed capital flows, with Tianyoude Liquor having a main fund net inflow of 12.18 million yuan [3]

Group 1 - Wuliangye will launch a "Shareholder Discount Wine Purchase Activity" from February 2 to February 28, 2026, exclusively for shareholders registered by December 17, 2025 [1] - Jinsha Huashao has officially announced singer Jinsha as its brand ambassador and is promoting the new Jinsha Huashao Wine from the 1950s [2] - Guizhou Moutai Digital Technology Co., Ltd. was inaugurated, with a focus on enhancing platform operations and supporting the company's high-quality development [2] Group 2 - Li Qiangqing has been appointed as the General Manager of Guizhou Moutai Sales Co., Ltd., bringing extensive experience from various leadership roles within the Moutai Group [3] - Shanxi Fenjiu participated in the 2026 Shanxi Old Brand Carnival, showcasing its products and engaging consumers through interactive experiences [4] - Meituan Flash Purchase is collaborating with Shede Liquor for a comprehensive marketing campaign during the 2026 Spring Festival, emphasizing online and offline integration [5] Group 3 - The National Standardization Administration has released a new national standard for beer quality (GB/T4927-2025), set to be implemented on January 1, 2027, introducing significant changes in product classification [6][7] - Wan Guodong has resigned as General Manager of Qinghai Huzhu Tianyoude Qinkui Wine Co., Ltd., effective immediately, due to personal reasons [8]

农历马年春节在即，在归乡的脚步与团聚的欢欣中，也夹杂着一丝熟悉的忐忑与尴尬。对许多年轻人来 说，春节举杯时刻，也是直面"灵魂拷问"的社交考场。 2026年春节，舍得酒业（600702）旗下沱牌酒敏锐捕捉这一群体性情绪，启动了一场以"T68真心话大 冒险"为核心传播主题的整合营销战役。通过一部幽默犀利的TVC、一场别开生面的"酒洲同庆"直播、 一系列线上线下（300959）联动事件，环环相扣引爆春节情绪场，不仅为年轻人提供了情感表达的"利 器"，更将白酒从传统宴饮工具升维为社交场合的"真情粘合剂"，在激烈的春节营销战中成功突围，实 现了品牌价值共鸣与市场势能转化的双重目标。 "特级嘴替"出圈：一套社会化营销组合拳引发全网情感共鸣 1月26日，沱牌官宣双料影后刘晓庆和喜剧达人杨雨光担任"沱牌特级嘴替"，一场以"T68真心话大冒 险"为核心话题的沱牌马年春节营销大幕正式拉开。 1月29日，沱牌正式发布贺岁大片《T68真心话大冒险》。在片中，刘晓庆化身帮年轻人说话的"明理长 辈"，杨雨光扮演被长辈围堵的"返乡青年"，"特级嘴替"组合用幽默犀利、反差机智的语言巧妙化解被 催婚、问收入等尴尬，替当代年轻人说出那些难以宣之 ...

Core Insights - The core message of the article emphasizes how the company, through its innovative marketing strategy, successfully connects with consumers' emotions during the critical Chinese New Year sales period, leveraging the theme of "true feelings" to resonate with the younger generation [2][21]. Marketing Strategy - The marketing campaign for the Spring Festival focuses on addressing the "invisible pressure" faced by young people during family gatherings, such as questions about marriage and career, positioning the product T68 as a catalyst for expressing "true feelings" [3][20]. - The campaign features a creative film titled "T68 True Feelings Adventure," which uses absurd comedy to engage viewers and break away from traditional alcohol advertising [3][5]. Celebrity Endorsement - The campaign features well-known personalities Liu Xiaoqing and Yang Yuguang, whose images align with the campaign's theme, enhancing relatability and appeal to the target audience [5][10]. - Liu Xiaoqing's role as a "scripted" spokesperson and Yang Yuguang's portrayal of a young person facing family inquiries create a strong connection with the audience [5][10]. Interactive Engagement - The launch of an interactive H5 platform allows users to generate quotes from the celebrities, enhancing user participation and encouraging social sharing, which helps the "true feelings" theme to spread virally [12][20]. - A live-streaming event titled "Celebration of Wine" features engaging interactions between the brand's chairman and Liu Xiaoqing, further bridging the gap between the brand and consumers [13][16]. Comprehensive Marketing Approach - The campaign integrates online and offline experiences, including a "Wine Table God" challenge on Douyin and events at over 500 dining venues, creating a cohesive brand experience [16][18]. - The marketing strategy encompasses a full-spectrum media interception network, targeting key consumer touchpoints during the Spring Festival, ensuring extensive brand visibility [18][20]. Emotional Connection - The campaign successfully transitions from product marketing to emotional and experiential marketing, establishing a deeper emotional connection with consumers [20][21]. - By understanding and supporting consumer sentiments, the company sets a benchmark for the industry on how to engage with the new generation of consumers [21].

Group 1 - The A-share market experienced a volatile adjustment on February 2, with all three major indices falling over 2%, and the Sci-Tech Innovation 50 Index dropping more than 3% [2] - The liquor sector showed repeated activity, with stocks like Huangtai Liquor achieving three consecutive trading limits, and Jinhuijiu gaining two limits in three days, alongside other brands such as Shui Jing Fang, Jiu Gui Jiu, Wuliangye, Shede Liquor, and Kweichow Moutai rising [2] - According to a report from CITIC Securities, the liquor industry is expected to bottom out by 2026, with leading companies increasing their market share, indicating a potential investment opportunity in the liquor sector before and after the Spring Festival [2] Group 2 - The current valuation of the liquor sector is at a historical low, presenting strong bottom-fishing value, while consumer policy catalysts are also being monitored [2] - The bottom-fishing logic is supported by performance clearing to unload burdens, strong brand support for sales, enhanced operational capabilities for channels, and exploration of new marketing models [2]