Core Viewpoint - The 2026 Spring Festival Gala has seen a decline in the presence of liquor brands, reflecting changes in the white liquor industry amid ongoing adjustments [3][4]. Group 1: Advertising and Brand Presence - The 2026 Spring Festival featured advertisements primarily from four major liquor companies, with Wuliangye being the largest investor, gifting 136,000 items worth 100 million yuan [3]. - The number of liquor brands appearing on the Spring Festival Gala has decreased from 9 in 2024 to 6 in 2025, and further down to 4 in 2026 [3]. - Traditional product placements have also diminished, with fewer brands utilizing this strategy compared to previous years [4]. Group 2: Marketing Strategies - Liquor brands are shifting their marketing strategies, with some, like Jianan Spring and Langjiu, collaborating with platforms like Douyin and Xiaohongshu for content marketing focused on the Spring Festival [5]. - Other companies are opting for local Spring Festival galas to strengthen their regional market influence, such as Fenjiu sponsoring Beijing Satellite TV's gala [5]. Group 3: Industry Trends - Since 2025, the white liquor industry has been transitioning to a consumer-centric growth model, aiming to reach a broader audience through diverse marketing strategies [6]. - The industry is still in an adjustment phase, with expectations of increasing structural differentiation and concentration among liquor companies [6].

2026年春晚，细心的观众会发现，虽然关键的报时、互动等环节依然被白酒大户把持，但整体春晚 的"含酒量"有所下滑。 在业内看来，春晚正在成为几家头部酒企争夺的品牌高地，这也反映出在白酒行业深度调整的背景下， 市场的新改变。 第一财经记者注意到，今年春晚中，白酒广告主要集中在四家头部酒企。其中，投入最大的依然是五粮 液，第四年成为春晚"和美好礼"独家互动合作伙伴，当晚送出13.6万份、总价值达1亿元的礼物。同时 五粮液也是宜宾分会场的主力；洋河股份则第七年成为春晚报时独家合作伙伴，继续在八点和零点为观 众报时；古井贡酒第11年作为独家特约合作伙伴亮相；郎酒则是今年春晚"骐骥驰骋 神采飞扬"的合作 品牌。 此外，往年白酒品牌常采用植入的方式参与春晚，但在2026年春晚中，白酒植入的数量也少于往年。除 了赞助商五粮液、郎酒等分别在舞蹈和魔术表演中亮相，较为明显的白酒植入则是在小品节目中，茅台 旗下电商平台i茅台的吉祥物"小茅"出现在了演员身侧。西凤酒和劲酒也有在今年春晚亮相，但也以植 入或口播的方式。更多地植入来自机器人和大模型等科技元素，有网友感慨，今年白酒终于让出了"C 位"。 一直以来，白酒本质上是社交属性强 ...

Group 1: Event Overview - The 2026 Spring Festival Gala will be broadcasted live on 10 TV channels, 9 radio frequencies, and 6 new media platforms, covering various genres including comprehensive, variety, and ultra-high-definition channels [1] - CGTN will collaborate with over 3,500 media outlets in more than 200 countries and regions to provide comprehensive coverage of the event in 85 languages [1] Group 2: Technology and Partnerships - The gala will feature significant technological elements, particularly in robotics and artificial intelligence, with confirmed partners including Yushutech, Volcano Engine, and Magic Atom [2] - Notable performances will include a martial arts display by Yushutech robots in collaboration with Henan Tagou Martial Arts School, and a skit by Songyan Power with celebrities [2] Group 3: Corporate Participation - Over 20 partners have been announced for the gala, spanning various sectors such as smart mobility, AI robotics, and the liquor industry, including companies like Huawei and Great Wall Motors [4] - At least 8 publicly listed companies are among the partners, representing industries such as liquor, automotive, and video platforms, including Wuliangye and Bilibili [5]

《每日经济新闻》记者注意到，本次春晚一共有3个小品，2个喜剧短剧和1个对口白话节目，没有相声节目。 每经编辑｜段炼 宋思艰 2月16日下午，央视发布2026年春晚节目单（点此查看完整节目单）。 一共3个小品，没有相声 沈腾、马丽将表演贺岁微电影 小品节目包括：蔡明、王天放、松延动力主演的《奶奶的最爱》； 王宏坤、大锁、管乐等主演的《又来了》； 以及沙溢、李飞、张泰维、高海宝主演的《包你满意》。 此外，还有2个喜剧短剧节目，分别是张小婉、周铁男、常诚等主演的《你准喜欢》和郭江涛、余钦南、孙超主演的《血压计》。 本次春晚的语言类节目告别了很多观众熟悉的面孔，吸收了更多新鲜血液，包括很多近年来深受年轻人欢迎的喜剧综艺《一年一度喜剧大赛》《脱口秀和 ta的朋友们》《喜人奇妙夜》中的出色演员。 歌舞类节目丰富多彩 王菲将献唱《你我经历的一刻》 歌舞节目方面，李健用一曲《人间共鸣》，把对岁月沉淀的感恩温润托起，诉说茫茫人海中经历相仿、心意相通的珍贵时刻。 值得一提的是，往年的国民小品组合沈腾、马丽并未出演小品，而是表演贺岁微电影《我最难忘的今宵》。 而去年春晚深受观众喜爱的徐浩伦和谭翔文将再次登上春晚舞台，带来对口白话《 ...

Group 1 - The program list for the 2026 Spring Festival Gala has been officially released by the Central Radio and Television Station [1] - The gala will feature performances from various artists across multiple locations, including Harbin, Yiwu, Hefei, and Yibin [4][5][6][7][8][9][10] - Over 20 partners have been announced for the gala, covering various sectors such as smart mobility, artificial intelligence, and consumer goods [10] Group 2 - Eight of the announced partners are publicly listed companies, including Wuliangye (000858), Yanghe (002304), and Great Wall Motors (601633) [10] - The gala has strategic partnerships with companies in smart technology, consumer electronics, and AI, such as Huawei and Magic Atom [11][12] - The event will also feature exclusive collaborations with new media platforms like Bilibili and Douyin [12]

中央广播电视总台《2026年春节联欢晚会》节目单正式发布。 朱 迅、白 羽(安徽合肥分会场) 张 韬、王楚涵 (四川宜宾分会场) LT □ 开场表演《马上有奇迹》 E E 日 演:米 雪、许 娣、王劲松、常 表 江 艾 伦、白宇帆、丁真珍珠 等 奏:齐·宝力高、于红梅、陈 军、秦立巍 领 黎雨荷 舞:陈冠华、金付译晴、刘滨荣、刘芳洲 频 L □ 歌曲《立春》 E 日 E 唱:周慧敏、刘敏涛、梁咏琪、秦海璐 演 薛凯琪、张钧甯、姜 妍、热依扎 刘惜君、希林娜依·高 LT l L □ 小品《奶奶的最爱》 L 日 L 表 演:蔡 明、王天放、松延动力 L l L □ 武术《武BOT》 L l ப 表 演:宇树科技、河南塔沟武术学校 L l F □ 歌曲《智造未来》 Li l ப 唱:陈小春、言承旭、罗嘉豪、易烊千玺 演 表 演:魔法原子 LT IT ] 歌咏创意秀《贺花神》 L | L | | | | --- | --- | --- | | 演:宁 理、胡 | 表 | 兵、刘 钧、祖 峰 | | 余皑磊、王 | | 阳、秦 岚、刘学义 | | 唐诗逸、李 心、李云霄、王楚然 | | | | 唱:北京爱乐合唱团 | ...

Group 1 - The 2026 Spring Festival Gala has announced over 20 partners across various sectors, including smart mobility, artificial intelligence, and liquor [1] - Notable partners in the smart ecosystem include companies like ZhiMi Group and Huawei's Mate 80 series as strategic partners [2] - In the smart mobility sector, Jianghuai Automobile and Great Wall Motors are highlighted as key partners, with Jianghuai collaborating with Huawei on a flagship vehicle [2] Group 2 - The artificial intelligence and robotics sector features partnerships with companies such as Volcano Engine and Yushu Technology, emphasizing a strong technological presence at the gala [3] - Eight listed companies are among the partners, including Wuliangye, Yanghe, and Great Wall Motors, indicating significant market representation [3] - The gala's collaboration with ByteDance's Volcano Engine and the large model company Doubao showcases the integration of advanced AI technologies [3]

2026.02. 16 | L | □ 喜剧短剧《你准喜欢》 | | | --- | --- | --- | | | 表 演:张小婉、周铁男、常 诚、张 京 | | | | 姚 尧、陈宣佑、李 征、董剑文 | | | | 杨 凯、许 · 沁、李源澈 | | | ப | □ 歌曲《人间共鸣》 | L | | E | | | | | 演 唱:李 健 | | | ப | □ 浙江义乌分会场《世界义乌中国年》 | | | | 指 挥:李心草 | | | | 演 唱:成 龙、Lionel Richie (美国) | | | | 舞 蹈:朱洁静、周晓辉 | | | | 表 演:吴 樾、刘 烨、毛晓彤、张云龙 | | | | 张若昀、蔡文静、章若楠 | | | ப | □ 歌曲《奔腾的海溜马》 | | | | 演 唱:乌日娜、阿如那 内蒙古自治区乌兰牧骑表演团队 | | | ப | | | | | □ 互动歌曲《手到福来》 | | | | 演 唱:梁家辉、刘 涛、张新成 | | | | 特邀嘉宾:吴 京、于 洋、熊 大等 | | | L FT | 喜剧短剧《血压计》 | | | | 表 演:郭江涛、余钦南、孙 超 | | ...

财经频道更多独家策划、专家专栏，免费查阅>> 责任编辑：栎树 格隆汇2月16日｜据不完全统计，截至目前，总台春晚已官宣的合作伙伴已超20家，覆盖智能出行、人 工智能机器人、白酒等多个领域。在机器人与AI领域，2026年总台春晚官宣了宇树科技、火山引擎、 银河通用、松延动力、魔法原子、追觅科技等企业为合作伙伴。字节跳动旗下人工智能公司火山引擎和 大模型豆包均与2026年总台春晚达成合作。在上述总台春晚合作伙伴中，有8家上市公司，分别是五粮 液、洋河股份、古井贡酒、长城汽车、江淮汽车、快手-W、哔哩哔哩-W和名创优品。其中，3家为白 酒企业，2家车企，2家视频平台，1家为潮玩企业。 ...

金马纳福 万事顺遂 导读："四十余载春晚路，半部中国商业史。"回顾历届春晚合作伙伴，从八十年代的手表、自行车，到 九十年代异军突起的家电、白酒，再到新世纪的互联网巨头、电商，直至如今的短视频平台、科技新 贵。每家合作伙伴的更迭，不仅是商业版图的变迁，更是中国经济腾飞、消费升级与生活方式转型的生 动注脚。 2026年总台春晚合作伙伴曝光 坐拥上亿观众基础的春晚，不仅是全国观众除夕守岁的荧屏盛宴，更是企业塑造品牌认知、提升影响力 的绝佳舞台。2015年春晚，微信红包一炮而红，开启互联网企业的春晚"霸屏"模式；2025年春晚，宇树 科技凭借机器人群舞节目《秧BOT》一举成名，将春晚拉入"机器人+AI"的新时代。 据证券时报·数据宝不完全统计，在中央广播电视总台《2026年春节联欢晚会》（以下简称"总台春 晚"）已官宣的合作伙伴中，上市公司共计8家。其中，3家为白酒企业，2家车企，2家视频平台，1家为 潮玩企业。 2026年，五粮液将作为总台春晚"和美好礼"独家互动合作伙伴与全球华人共迎新春，这是五粮液第四次 登上春晚；洋河梦之蓝M6+连续第7年成为总台春晚的独家报时合作伙伴；古井贡酒则官宣与总台春晚 达成独家特约合 ...