酱酒调整期破局“复兴1959”厂商共生叩开冀南市场

Core Insights - The signing of a strategic cooperation agreement between "Fuxing 1959" and Jubei Tongcheng marks a shift in the sauce liquor industry from "frenzied expansion" to "value cultivation" during a period of industry contraction [2][11] - The partnership aims to leverage local market strengths in Handan, where the liquor market shows stable sales between 3.5 billion to 4.5 billion yuan, with a significant portion of sales coming from mid-range products [5][10] Industry Context - The sauce liquor industry is facing a historic turning point in 2024, with 70% of small and medium-sized liquor enterprises facing production halts and a reduction of over 150,000 tons in the main production area of Renhuai [3][10] - Handan is identified as a key market due to its intersection of "capacity clearance" and "strong demand," making it an attractive opportunity for "Fuxing 1959" [3][10] Strategic Partnership Details - The cooperation involves a three-party ecosystem that includes the brand owner, local operators, and marketing partners, moving beyond traditional agency models [7][9] - Jubei Tongcheng has established a strong local presence with over 200 tobacco and liquor stores and more than 50 dining establishments, enhancing the distribution capabilities for "Fuxing 1959" [7][9] Market Strategy - "Fuxing 1959" plans to implement a three-tier network of "city service centers + county direct stores + community service stations," which aligns with local consumption habits and distribution needs [5][9] - The brand's pricing strategy targets the mid-range market, with a focus on high-quality products and local service, avoiding direct competition with top brands in the high-end market [10][12] Future Outlook - The partnership in Handan is seen as a model for future expansion, with plans to establish 50 service centers in major cities by 2026 [10] - The collaboration emphasizes quality and service as the core values, aiming to build a sustainable brand presence in the county market [12]