Core Insights - The article highlights the innovative marketing strategies employed by Gujinggongjiu during the 2026 Spring Festival, emphasizing the importance of breaking through market homogenization to stand out in the competitive liquor industry [1][4] Group 1: Marketing Strategy - Gujinggongjiu launched a new Spring Festival-themed advertisement and a "Gujinggongjiu Cloud Spring Festival Gala" live event, featuring Liu Tao as the "Gujing Fortune Officer," enhancing audience engagement and brand presence [1][3] - The marketing campaign effectively integrated emotional storytelling with product promotion, making "drinking Gujing" an essential part of the Spring Festival celebration [4][8] Group 2: Consumer Engagement - Liu Tao's role as the "Gujing Fortune Officer" resonated with consumers, leveraging her warm public image to enhance emotional connections and align with contemporary desires for festive joy and good fortune [3][4] - The campaign achieved significant online engagement, with a peak of 154,300 viewers during the live event, showcasing the effectiveness of the interactive approach [3] Group 3: Multi-Channel Approach - Gujinggongjiu utilized a comprehensive "online + offline" communication strategy, including TV commercials, live interactions, and physical promotional events, to create a cohesive brand experience [4][7] - The brand's presence at major events, such as the Harbin Ice Sculpture Festival and the Hefei Cultural Festival, reinforced its identity as a symbol of the Spring Festival [7] Group 4: Product Strategy - The company strategically positioned its products to meet market demands, maintaining a stronghold in the high-end banquet and gifting segments while launching the new "Gujinggongjiu New Year's Wine," which quickly gained popularity and sold out on e-commerce platforms [8] - The brand's marketing efforts successfully captured the emotional essence of the Spring Festival, transforming Gujinggongjiu into a symbol of companionship and blessings during family reunions [8]

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]

的深度绑定 古井贡酒的春节营销战略，本质上是一场对"年文化"的长期价值投资，对"春节"这一国民级文化IP的系统性投资与独占性关联。 多年来，古井贡酒致力于将白酒文化与"年文化"巧妙结合。自2016年首次成为中央广播电视总台春晚特约合作伙伴，至今已连续11年与春晚深度绑定，在 消费者心中悄然种下"过大年、喝古井、看春晚"的潜意识关联。 作者：美玲 监制：大曼 排版：洋洋 在白酒行业寻找新增量的今天，古井贡酒提供了一个值得借鉴的样本：将品牌植入国民情感最深处，让产品成为文化仪式的一部分。这或许意味着，关 于"年味"的生意，才刚刚进入深水区。 日前，古井贡酒正式官宣演员刘涛担任"新春派福官"引起广泛关注。随后，刘涛的身影频繁出现在总台春晚彩排、粤港澳大湾区春晚的录制现场，更在堪 称"云上春晚"的直播中创下超500万人次观看、商品曝光破1300万、霸榜酒类榜榜首的亮眼成绩。 看似只是一次常规的明星代言，但背后蕴含着古井贡酒深层的品牌战略考量。在竞争日趋白热化的白酒市场中，古井贡酒为何选择刘涛？又如何将"春 节""福气""年味"等传统节庆文化符号，有效转化为实实在在的品牌资产与市场销量？ 从"春晚特约"到"春节IP" ...

Core Insights - The article highlights the structural upward trend in the retail prices of China's top ten liquor products, with a total price of 9,051 yuan for a bundled sale, marking an increase of 38 yuan from the previous day, reaching a new high in nearly a month [1][6][7] Price Trends - The market shows a general upward trend, with seven products increasing in price and three decreasing. Mid-range products have seen concentrated price increases, while high-end liquor has slightly adjusted from high levels [1][7] - Notable price increases include: - Yanghe Dream Blue M6+ up by 14 yuan per bottle - Qinghua Lang up by 13 yuan per bottle - Xijiu Junpin up by 7 yuan per bottle - Gujing Gonggu 20 and Qinghua Fen 20 up by 5 yuan and 4 yuan respectively - Wuliangye Pu 58 and Guojiao 1573 up by 2 yuan and 1 yuan respectively - Decreases were observed in: - Feitian Moutai down by 4 yuan per bottle - Boutique Moutai down by 3 yuan per bottle - Crystal Jian Nan Chun down by 1 yuan per bottle [1][7][10] Data Collection Methodology - The "Liquor Price Reference" collects data from approximately 200 sampling points across various regions, including designated distributors, social distributors, e-commerce platforms, and retail outlets, aiming to provide objective and traceable market price data [2][8] Brand Value Insights - According to the 2025 Hurun China Brand List released on February 3, Guizhou Moutai maintains its position as the top brand in China with a brand value of 795 billion yuan for the eighth consecutive year. The list has expanded from 300 to 500 brands, now including non-Chinese brands, reflecting a broader market landscape [2][8]

Core Insights - The article highlights the structural upward trend in the retail prices of China's top ten liquor products, with a total price of 9,051 yuan for a bundled sale, marking an increase of 38 yuan from the previous day, reaching a new high in nearly a month [1][6][7] Price Trends - The market shows a general upward trend, with seven products increasing in price and three decreasing. Mid-range products have seen concentrated price increases, while high-end liquor has slightly adjusted from high levels [1][7] - Notable price increases include: - Yanghe Dream Blue M6+ up by 14 yuan per bottle - Qinghua Lang up by 13 yuan per bottle - Xijiu Junpin up by 7 yuan per bottle - Gujing Gonggu 20 and Qinghua Fen 20 up by 5 yuan and 4 yuan respectively - Wuliangye Pu 58 and Guojiao 1573 up by 2 yuan and 1 yuan respectively [1][7][10] Price Decreases - The following products experienced price reductions: - Feitian Moutai down by 4 yuan per bottle - Boutique Moutai down by 3 yuan per bottle - Crystal Jian Nan Chun down by 1 yuan per bottle [1][7][10] Data Collection Methodology - The "Liquor Price Reference" collects data from approximately 200 sampling points across various regions, including designated distributors, social distributors, e-commerce platforms, and retail outlets, aiming to provide objective and traceable market price data [2][8] Brand Value Insights - According to the 2025 Hurun China Brand List released on February 3, Guizhou Moutai maintains its position as the top brand in China with a brand value of 795 billion yuan for the eighth consecutive year. The list has expanded from 300 to 500 brands, including non-Chinese brands, reflecting the evolving brand landscape in China [2][8]

Core Insights - The Chinese white liquor market has shown a structural upward trend in retail prices for the top ten products as of February 4, with an overall price increase of 38 yuan, reaching a total of 9051 yuan, marking a new high in nearly a month [1] Price Movements - Among the top ten products, seven experienced price increases while three saw declines, indicating a general upward trend in the market [1] - Mid-range products showed concentrated price increases, while high-end liquor experienced slight adjustments from previous high levels [1] - The most significant price increase was observed in Yanghe Dream Blue M6+, which rose by 14 yuan per bottle, achieving three consecutive days of price increases [1] - Other notable increases included Qinghua Lang (up 13 yuan), Xijiu Junpin (up 7 yuan), and Gujing Gonggu 20 (up 5 yuan) [1] - Conversely, Feitian Moutai and Boutique Moutai saw decreases of 4 yuan and 3 yuan per bottle, respectively, indicating a short-term price consolidation phase after previous significant increases [1] Specific Product Pricing - The current retail prices for key products are as follows: - Feitian Moutai: 1695 yuan (down 4 yuan) - Boutique Moutai: 2392 yuan (down 3 yuan) - Wuliangye Pu 58: 805 yuan (up 2 yuan) - Yanghe Dream Blue M6+: 604 yuan (up 14 yuan) - Gujing Gonggu 20: 526 yuan (up 5 yuan) - Xijiu Junpin: 642 yuan (up 7 yuan) - Qinghua Lang: 728 yuan (up 13 yuan) - Shuijing Jian Nan Chun: 391 yuan (down 1 yuan) [3][4]

岁末年初，白酒上市公司的分红大戏接连上演。2月3日，北京商报记者整理发现，截至目前，包括贵州 茅台、五粮液在内的四家头部白酒上市公司陆续实施2025年中期分红，分红派息总额超过420亿元。伴 随着分红方案相继披露，资本市场以一波涨停潮回应。尽管众多酒企通过分红释放利好信号，但终端市 场却仍面临着动销活力尚待激活的现状。如今，面对库存高企、动销乏力的市场环境，头部酒企已开始 多维度布局，寻找穿越行业周期的路径。 酒企"撒钱" 白酒巨头们在资本市场撒出真金白银。经粗略计算，截至目前，4家白酒企业2025年中期分红累计达到 425.36亿元，这次集中分红也被市场视为酒企"红包雨"。 2025年12月10日，贵州茅台发布公告称，公司将以总股本12.52亿股为基数，每股派发23.957元现金红利 （含税），共计派发300.01亿元（含税）；同日，五粮液发布公告称，公司将以公司现有总股本38.82亿 股为基数，向全体股东每10股派现金25.78元（含税），合计分配100.07亿元（含税），不送红股，不以 公积金转增股本；随后，2026年1月24日，泸州老窖发布2025年中期分红派息实施公告，计划以14.72亿 股总股本为 ...

Core Viewpoint - The company emphasizes the need to cultivate new consumer groups and demands, particularly focusing on younger and lower-alcohol preferences, which have become increasingly evident in recent years. The interplay of short-term policy factors and long-term demographic changes poses challenges to traditional government and business consumption scenarios [1]. Group 1 - The company acknowledges that changes in consumer behavior are ongoing and have become particularly pronounced in recent years [1]. - The company notes that some competitors, such as Gujinggong Liquor, are attempting innovations like the launch of lighter alcohol products, which are seen as meaningful [1]. - The company believes that transitioning existing consumer groups and attracting new ones will require time and will not happen overnight [1].

Core Insights - The article highlights the successful integration of traditional culture and modern digital marketing by Gujinggongjiu through a live-streaming event featuring actress Liu Tao, aimed at boosting the consumption of liquor during the Chinese New Year [1][10] Group 1: Live Streaming Event - The live-streaming event titled "Celebrate the New Year with Gujing, Liu Tao Brings Good Fortune" was held on January 28, attracting significant consumer interest and engagement [1] - The event lasted nearly 4 hours, achieving impressive metrics such as over 30 million total exposures and more than 5 million cumulative viewers, with a peak online audience of 156,000 [3][4] Group 2: Sales Performance - During the live stream, the total exposure of products reached over 13 million, leading to stock shortages for several gift boxes, including the Year of the Horse limited edition and other premium offerings [4] - The live stream maintained an online audience of over 100,000 throughout, securing the top position in Douyin's real-time liquor category rankings, establishing a benchmark in the white liquor live-streaming sector [4] Group 3: Brand and Cultural Engagement - The success of the live stream is attributed to Gujinggongjiu's commitment to brand culture, precise understanding of consumer scenarios, and deep insights into regional consumer needs [6] - Liu Tao's popularity and relatability aligned perfectly with Gujinggongjiu's branding as a "national liquor," enhancing the connection with viewers through interactive elements and cultural messaging [8] Group 4: Marketing Innovation - The collaboration of "celebrity + culture + live streaming" represents an innovative marketing approach for Gujinggongjiu, effectively converting sales while promoting traditional brewing techniques and cultural heritage [10] - By leveraging a national-level live streaming platform, Gujinggongjiu successfully reached a broader audience, particularly younger consumers, facilitating a transformation towards a more youthful brand image [8][10]

Core Insights - The article discusses the launch of "Wine Price Reference" by Sina Finance, which provides real-time data on the retail prices of major Chinese liquor brands, highlighting a structural price differentiation in the market as of February 3rd [1][7]. Price Trends - The average retail price of the top ten liquor products in China was reported at 9013 yuan, a slight decrease of 7 yuan from the previous day, primarily driven by price corrections in high-end products [1][7]. - Among the ten products, seven saw price increases while three experienced declines, indicating a continued structural differentiation in pricing [1][7]. Notable Price Changes - The price of Xijiu Junpin increased by 10 yuan, while Qinghua Lang rose by 8 yuan, reflecting a stronger pricing strategy in the market [1][7]. - Other products like Yanghe Dream Blue M6+ and Guojiao 1573 each saw a price increase of 5 yuan, indicating a positive market sentiment [1][7]. - Conversely, the price of premium Moutai dropped by 22 yuan, marking the largest decline, following a previous strong price increase [1][7]. Data Collection Methodology - The "Wine Price Reference" collects data from approximately 200 sampling points across various regions, including designated distributors, social distributors, e-commerce platforms, and retail outlets, ensuring a comprehensive and objective price tracking system [2][8]. - The data aims to provide a scientifically accurate and traceable representation of the market prices for well-known liquor brands [2][8]. iMoutai Platform Insights - The iMoutai platform reported an increase of 6.28 million new users in the past month, with active users exceeding 15.31 million [2][8]. - The platform successfully processed over 2.12 million orders, with more than 1.43 million orders for the 500ml Moutai product, indicating strong consumer demand [2][8]. - iMoutai has enhanced its risk management capabilities, successfully intercepting 540 million instances of abnormal behavior in January, aiming to create a fair and orderly consumption environment [2][8].