直击五粮液经销商大会：“一字之变”定调厂商关系

Core Viewpoint - The article discusses the recent changes in the Chinese liquor industry, particularly focusing on Wuliangye's 29th dealer conference, where the theme shifted from "co-consultation, co-construction, and sharing" to "consensus, co-construction, and sharing," indicating a new direction in manufacturer-dealer relationships [2]. Group 1: Company Strategy and Performance - Wuliangye achieved a revenue of 60.945 billion yuan and a net profit of 21.511 billion yuan in the first three quarters of the year [3]. - The company aims to enhance market share effectively by 2026, with a marketing strategy focused on "one core, three reinforcements, and two objectives," which includes improving brand value and marketing execution [3]. - Wuliangye plans to develop a product system centered around the eighth generation of Wuliangye, with a focus on high-quality market performance and the creation of two billion-yuan products [3][4]. Group 2: Product and Market Development - The company will target segmented markets with a clear product pricing structure, maintaining its leadership in the 1,000 yuan price segment and expanding its presence in various regional markets [4]. - Wuliangye is set to launch 474 new "three stores and one" (specialty stores, cultural experience stores, and collection stores) by 2025, enhancing its direct distribution network in 20 core cities [5][6]. - The company has introduced products aimed at younger consumers, such as the 29° Wuliangye "One Glance" which achieved over 100 million yuan in sales within two months of launch [5][6]. Group 3: Organizational Reforms - Wuliangye has initiated comprehensive reforms, including transitioning from a divisional to a company structure, with a focus on performance-based compensation for executives [7]. - The company is implementing a rigorous evaluation system for its marketing teams, emphasizing accountability and performance metrics [7]. - There is a strong commitment to maintaining market order by terminating partnerships with non-compliant and low-quality distributors, ensuring the integrity of the dealer network [8].