在迷雾中前行：鲁酒军团行业寒冬里的集体反思与主动进化

Core Insights - The 2025 Shandong Province (19th) Baijiu Marketing Conference highlighted the challenges and strategies facing the baijiu industry, with key players discussing marketing strategies and future development paths [1][4][9]. Industry Challenges - The baijiu industry is experiencing unprecedented challenges, with many executives expressing confusion and pressure, marking this year as the most difficult in over two decades [4]. - Consumer behavior is shifting from "pleasing others" to "self-pleasing," leading to a fundamental change in marketing logic [4]. - The industry is entering a "micro-profit era," with increased competition from well-known brands in local markets [4][5]. Strategic Responses - Companies are focusing on brand rebranding and cultural deepening as primary strategies, with examples including Taishan Liquor's emphasis on "peace culture" and Guojing Group's quality endorsements [4][5]. - A comprehensive overhaul of marketing systems is seen as crucial, with Taishan Liquor establishing a marketing headquarters divided into five major regions to improve efficiency [5]. - Companies are restructuring channel relationships, with various strategies to help distributors manage inventory and reduce financial pressure [5]. Product Strategy Adjustments - Companies are aligning product strategies with consumer trends, such as Qin Pool's development of new product lines and Cloud Gate's introduction of products targeting younger consumers [5][12]. - There is a consensus on product simplification and focus, with companies moving towards a big product strategy to combat product proliferation [12]. Positive Signals - Despite challenges, some companies report growth in specific markets, such as Baimaixuan's 30% increase in banquet market sales [6]. - Companies like Hongtaiyang are seeing growth in mass-market products, maintaining overall performance levels compared to the previous year [6]. Key Directions for Development - The local market is emphasized as a lifeline, with companies focusing on maintaining and deepening their presence in regional markets [11]. - There is a growing interest in youth-oriented and international market exploration, with many companies launching products aimed at the Z generation [12]. - Digitalization and refined operations are becoming urgent priorities, signaling the end of the era of extensive growth [12].