山西汾酒的稳健灵活：青花系列节前新旧替换覆盖网点超6成，成立青花40工作小组聚焦销量提升

Core Viewpoint - Shanxi Fenjiu aims to stabilize growth and enhance product structure through strategic adjustments and market segmentation, focusing on maintaining a reasonable growth target rather than merely increasing sales figures [1][2]. Financial Performance - In 2023, Shanxi Fenjiu reported a revenue increase of 12.79% to 36.011 billion yuan and a net profit rise of 17.29% to 12.243 billion yuan [2]. - Revenue from high-end liquor (priced at 130 yuan per liter and above) grew by 14.35% to 26.532 billion yuan, while revenue from other liquor categories (priced below 130 yuan) increased by 9.40% to 9.342 billion yuan [2]. Product Strategy - The company is focusing on the "青花" (Qinghua) series, with plans to complete the replacement of old and new products by the end of Q2 2024, aiming for a seamless transition in the market [3][4]. - The resource allocation strategy for the "四轮驱动" (Four-Wheel Drive) approach distributes resources among different product lines, with a focus on increasing the market presence of "老白汾" (Old Bai Fen) and "青花26" (Qinghua 26) [4][5]. Market Expansion - The company is expanding its dealer network, with the number of provincial dealers increasing from 642 in 2019 to 835 in 2024, and the number of provincial dealers rising from 1,847 to 3,718 in the same period [7]. - The revenue from provincial markets increased by 11.72% to 13.5 billion yuan, while revenue from non-provincial markets grew by 13.81% to 22.374 billion yuan [6][7]. Marketing and Consumer Engagement - Shanxi Fenjiu is implementing a new marketing strategy that includes performance incentives based on both shipment volume and bottle opening rates, alongside targeted consumer promotions [8][9]. - The company is focusing on digital marketing and precise expense management to enhance operational efficiency and market penetration [9].