从圈层、营销到产品，酒鬼酒奏响“瘦身三部曲”

Core Viewpoint - The article discusses the strategic shift of Jiu Gui Jiu from a broad distribution model to a more focused approach, emphasizing high-value interactions with a select group of consumers through intimate marketing events like the "Master Banquet" [1][2]. Group 1: Circle "Slimming" - The "Master Banquet" held on October 20 is a tangible expression of Jiu Gui Jiu's strategy to slim down its target audience, focusing on high-net-worth individuals and local business leaders [1][4]. - Since May, the company has hosted 29 such events across various cities in Hunan, with each banquet typically accommodating 12 to 15 participants [1]. - This approach marks a departure from the previous expansive distribution model, which had led to increased complexity and inventory pressure [7]. Group 2: Marketing "Slimming" - Jiu Gui Jiu is shifting from mass marketing strategies to more targeted, scene-based marketing, focusing on specific events like weddings and graduation celebrations [9][12]. - The company has reported a 21% increase in sales for graduation banquets in Hunan, with a staggering 273% growth in the Xiangxi region [13]. - The marketing strategy now emphasizes local engagement and collaboration with community resources to enhance brand presence in specific social contexts [13][16]. Group 3: Product "Slimming" - The company is adjusting its product strategy by focusing on lower-priced and lower-alcohol products to cater to changing consumer preferences [17][19]. - Jiu Gui Jiu has introduced new products priced around 350 yuan and 200 yuan to address the demand for more affordable options [19]. - The company has streamlined its product line, reducing SKU numbers by approximately 50% and focusing on three core series: "Inner Reference," "Jiu Gui," and "Xiang Quan" [22].