转自：中国质量报 以质为基 以心为桥 牛栏山深化营销变革让"民酒"品质直抵民心 □ 晞 畅 情感共鸣 今年，牛栏山以"情感破圈"为突破口，让"民酒"品质从物理属性升华为触动心灵的"情感质量"。春节期 间，《烟火人间》系列短片跳出传统白酒话语体系，将镜头对准归乡、邻里、职场等平凡生活场景，以 温情叙事引发广泛情感共振。截至7月，相关内容在抖音、视频号等平台实现超3亿次传播。随后，借势 央视爆款剧《以法之名》扩大共鸣半径，年底更携歌手田震打造"牛栏山经典之夜"，以"经典声音+经典 品牌"唤醒集体记忆。 面对Z世代成为消费主力的趋势，牛栏山以"年轻化对话"打破"白酒=老派"的刻板印象，让"民酒"品质与 时尚魅力触达年轻群体。今年夏季，牛栏山推出"牛碧桶"潮流饮品组合，通过"线下潮流快闪店+线上话 题挑战赛"的社交裂变模式，打造现象级破圈案例。低门槛、高分享的"用户共创"潮饮方式，让白酒成 功融入年轻人的社交语境。快闪店里，年轻人举杯打卡"牛碧桶"；短视频平台上，"解锁白酒新喝法"话 题播放量破亿。此举不仅破解了白酒夏季销售淡季难题，更将产品转变为连接年轻群体的"社交货币"， 实现消费场景与人群的双拓展，让"民酒"的 ...

在白酒消费整体向宴席市场倾斜的背景下，寿宴正悄然成为行业增长的重要引擎。 在白酒行业迈向价值竞争的新阶段，寿宴市场的兴起不仅是消费场景的拓展，更是社会文化与情感需求 在商业领域的映射。谁能够真正理解并承载这份情感，谁就有望在宴席市场的下一程，走得更稳、更 远。 作为敬老孝亲的重要仪式，寿宴用酒不仅关乎"面子"，更承载着情感表达。随着白酒消费日益注重性价 比，300至500元价格带的次高端产品成为寿宴主流选择。在这一区间，消费者不仅看重品牌与口感，也 对包装设计、文化寓意抱有更高期待。 其中，以"福寿文化"为内核的红花郎，凭借吉祥的寓意与系统的宴席运营，正逐步占据寿宴消费心智。 今年以来，红花郎围绕寿宴场景展开体系化布局，从"办宴会，享好礼"、"开盖扫码有礼"、到"红花郎· 寿宴礼重阳——乐龄游庄园"，该品牌持续推进品牌与寿宴文化的深度绑定。 这一系列举措不仅强化了品牌在宴席市场的影响力，也助力经销商实现业绩增长。在近日由南方都市报 和郎酒于广州举行的"喜事红花郎，红火宴广东"活动中，现场就有红花郎推广大使和红花郎宴会推荐官 表示，最近三个月，选购红花郎作为宴席用酒的消费者越来越多，"其中一场宴席的用酒量高达2 ...

Market Overview - The liquor sector experienced a slight decline of 0.16% on December 1, with *ST Rock leading the drop [1] - The Shanghai Composite Index closed at 3914.01, up 0.65%, while the Shenzhen Component Index closed at 13146.72, up 1.25% [1] Individual Stock Performance - Key stocks in the liquor sector showed mixed performance, with Kuaizi Liquor (603589) rising by 1.14% to close at 30.99, and *ST Rock (600696) falling by 2.85% to close at 4.78 [2][1] - Other notable performers included Yanghe Co. (002304) down 1.06% to 65.50 and Shanxi Fenjiu (600809) down 0.27% to 193.78 [2] Trading Volume and Value - The trading volume for Kuaizi Liquor was 33,400 hands with a transaction value of 1.03 billion yuan, while *ST Rock had a trading volume of 64,900 hands with a transaction value of 31.16 million yuan [2][1] - The overall liquor sector saw a net outflow of 969 million yuan from major funds, while retail investors contributed a net inflow of 160 million yuan [3] Fund Flow Analysis - Major funds showed significant outflows from key stocks such as Kweichow Moutai (600519) with a net outflow of 65.91 million yuan, while retail investors had a net inflow of 7039.03 million yuan into Wuliangye (000858) [3] - The fund flow dynamics indicate a shift in investor sentiment, with retail investors increasingly active in the market [3]

接下来，江都区市场监管局将加大对辖区酒类市场的监督检查力度，引导经营者增强自律意识，督促商 家严格履行进货查验制度，严厉打击销售假冒白酒的行为，切实维护消费者的合法权益。（江苏省扬州 市江都区市场监管局 朱涛 邱健羽 刘勇翔） 中国质量新闻网讯 日前，江苏省扬州市江都区市场监管局接到北京顺鑫农业股份有限公司牛栏山酒厂 的举报线索，反映辖区内某超市涉嫌销售假冒的"牛栏山"陈酿酒，接报后，江都区市场监管局立即组织 执法人员，联合相关酒厂工作人员对被举报经营户开展现场检查。 新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 在现场，执法人员共发现有419瓶"牛栏山"陈酿酒（酒精度：42%，净含量：500mL）在售，这些白酒 从外观上看似乎与正版"牛栏山"陈酿酒没有区别，但经酒厂工作人员鉴定，这些白酒实际为侵犯"牛栏 山"商标专用权的假冒产品，执法人员依法对涉案白酒予以扣押。酒厂工作人员分享鉴定经验：一是瓶 盖上的波浪纹过于平整，不符合正品酒的包装工艺；二是酒瓶内部无生产日期的激光打码标识，无法对 应瓶盖上的生产批次及日期；三是酒瓶外包装标签的胶痕不规则，且标签边缘过于平整。当日，执法人 员依法扣押假酒，对涉 ...

本届品鉴会汇聚来自酒业、文化、电商、美食、运动等领域的多位大咖，共同组成美好生活品鉴团，并与众多关注流播主、跨界嘉宾一道，沉浸式品鉴龙马 郎金马与中国白酒十二大香型，围绕白酒年轻化、国际化与潮流化等议题展开深度对话。 中国酒类流通协会主席团主席王新国指出，当前中国酒业正经历从"高速增长"到"高质发展"的历史性跨越。面对当前的市场调整，酒行业通过品牌升级、价 值创新与生态变革，正焕发全新活力。 共话新局，以价值创新驱动酒业未来 活动现场，王新国从行业高度出发，分享了对酒业发展趋势的观察。王新国指出，当前中国酒业正经历从"高速增长"到"高质发展"的历史性跨越。他指出， 面对当前的市场调整，行业通过品牌升级、价值创新与生态变革，正焕发全新活力。 酒企在坚守传统工艺的同时，积极推进品牌升级，将饮酒文化融入现代生活方式；消费者也更加理性成熟，从追求外在档次转向注重内在品质，推动行业进 行全方位的价值创新；同时，伴随着新一代消费群体的崛起和新兴渠道的发展，酒业生态正在发生深刻变革，即时零售、直播电商、爆款种草，是不可逆的 商业潮流。 美酒再聚，思想交融。2025(第七届)搜狐酒业年度论坛暨关注流名酒品鉴会于11月27日晚 ...

美酒再聚，思想交融。2025(第七届)搜狐酒业年度论坛暨关注流名酒品鉴会于11月27日晚在北京圆满落幕。 这场连续七年举办的行业盛会，不仅是一场味蕾的盛宴，更成为连接酒业与多元圈层的价值平台。 本届品鉴会汇聚来自酒业、文化、电商、美食、运动等领域的多位大咖，共同组成美好生活品鉴团，并与众多关注流播主、跨界嘉宾一道，沉浸式品鉴龙马 郎金马与中国白酒十二大香型，围绕白酒年轻化、国际化与潮流化等议题展开深度对话。 活动现场，中国酒类流通协会主席团主席王新国指出，当前中国酒业正经历从"高速增长"到"高质发展"的历史性跨越。面对当前的市场调整，酒行业通过品 牌升级、价值创新与生态变革，正焕发全新活力。 共话新局，以价值创新驱动酒业未来 中国酒类流通协会主席团主席王新国 在品鉴引导环节，张磊带领嘉宾细嗅其"檀沉香"、"粮曲香"与"蜜甜香"的复合香气，并品味其"浓头酱尾"的典型风格——入口时香气饱满浓郁，入喉后则渐 次呈现醇厚绵长的酱香回味。 郎酒销售公司兼香事业部总经理助理张磊 王新国从行业高度出发，分享了对酒业发展趋势的观察。 王新国指出，当前中国酒业正经历从"高速增长"到"高质发展"的历史性跨越。他指出，面对当前的市 ...

Core Viewpoint - The company is facing challenges in its pork business, which has been unprofitable, while it aims to enhance its liquor business through quality and marketing strategies [2][3]. Group 1: Company Performance - As of November 14, 2025, the company's stock closed at 15.92 yuan, down 0.38%, with a turnover rate of 1.08% and a trading volume of 79,700 shares, amounting to a transaction value of 127 million yuan [1]. Group 2: Business Strategy - The company is actively working to improve the resilience and profitability of its pork business by optimizing product structure and reducing costs [2]. - The liquor business is focused on maintaining product quality and implementing a "1-2-12-3+" marketing strategy, which includes product renewal, marketing innovation, and brand expansion [3]. Group 3: Market Sentiment - On November 14, there was a net outflow of 9.4565 million yuan from institutional investors, while retail investors saw a net inflow of 8.8933 million yuan [4].

Core Insights - The liquor sector experienced a decline of 1.2% on November 14, with Gujing Gongjiu leading the drop [1][2] - The Shanghai Composite Index closed at 3990.49, down 0.97%, while the Shenzhen Component Index closed at 13216.03, down 1.93% [1] Liquor Sector Performance - Gujing Gongjiu's stock price fell by 2.95% to 161.60, with a trading volume of 30,700 shares and a transaction value of 503 million [2] - Luzhou Laojiao decreased by 2.58% to 139.62, with a trading volume of 94,700 shares and a transaction value of 1.345 billion [2] - The overall liquor sector saw a net outflow of 978 million from major funds, while retail investors contributed a net inflow of 487 million [2][3] Individual Stock Movements - Major stocks like Moutai and Wuliangye also experienced declines, with Moutai down 0.94% to 1456.60 and Wuliangye down 0.82% to 120.21 [1] - The stock of Shunxin Agriculture fell by 0.38% to 15.92, with a trading volume of 79,700 shares [1] - The net inflow from retail investors was notable in stocks like Jinzhongzi Liquor, which saw a net inflow of 966.04 million despite a decline in major funds [3]

Overall Situation - The announcement from the Shunyi District Market Supervision Administration indicates that all 279 samples from 15 categories of food products tested were compliant with national food safety standards [2]. Food Categories - Starch and starch products: 1 batch, all compliant [2] - Soy products: 3 batches, all compliant [2] - Convenience foods: 1 batch, all compliant [2] - Pastries: 41 batches, all compliant [2] - Alcoholic beverages: 38 batches, all compliant [2] - Frozen drinks: 9 batches, all compliant [2] - Grain processing products: 28 batches, all compliant [2] - Other foods: 36 batches, all compliant [2] - Meat products: 26 batches, all compliant [2] - Dairy products: 10 batches, all compliant [2] - Food additives: 11 batches, all compliant [2] - Sugar: 1 batch, all compliant [2] - Frozen foods: 19 batches, all compliant [2] - Seasonings: 41 batches, all compliant [2] - Beverages: 14 batches, all compliant [2]

Market Overview - The liquor sector experienced a decline of 0.18% on November 11, with Shui Jing Fang leading the drop [1] - The Shanghai Composite Index closed at 4002.76, down 0.39%, while the Shenzhen Component Index closed at 13289.0, down 1.03% [1] Individual Stock Performance - Shede Liquor (600702) rose by 2.56% to a closing price of 67.31, with a trading volume of 319,700 shares and a transaction value of 2.144 billion [1] - Gujing Gongjiu (000596) increased by 0.92% to 164.00, with a trading volume of 37,400 shares and a transaction value of 606 million [1] - Shui Jing Fang (600779) fell by 1.13% to 42.87, with a trading volume of 48,200 shares and a transaction value of 206 million [2] - Moutai (600519) decreased by 0.23% to 1458.99, with a trading volume of 26,700 shares and a transaction value of 3.883 billion [2] Capital Flow Analysis - The liquor sector saw a net outflow of 497 million from institutional investors, while retail investors contributed a net inflow of 244 million [2] - The main capital inflow and outflow for selected stocks showed varied trends, with Shanxi Fenjiu (600809) experiencing a net inflow of 1.06 billion from main capital [3] - Shede Liquor (600702) had a net inflow of 46.2 million from main capital, while it faced a net outflow of 90.1 million from speculative capital [3]