习酒，纵深全国

Core Insights - The 2026 National Distributor Conference of Xijiu, held on December 20, gathered over 800 distributors and partners, focusing on the company's strategic direction amidst a challenging market environment [1][12] - Xijiu aims to implement a "Nationalization 2.0" strategy through seven key initiatives: integration, supply control, market expansion, brand building, price stabilization, growth promotion, and efficiency enhancement [1][12] Market Context - The Chinese liquor industry is undergoing a deep adjustment, shifting from "total expansion" to a new phase of "stock competition" and "value growth," with market share concentrating among leading brands [4] - Xijiu reported a sales revenue of approximately 19 billion yuan for the year, with a year-on-year increase of 0.73% in delivery volume from January to November, and a significant rise in daily bottle openings by over 30% [4][14] Leadership and Collaboration - The conference featured speeches from key executives, including Chairman Wang Diqiang, emphasizing the importance of collaboration with distributors and the support from local government [2][6] - Xijiu's leadership highlighted the role of trust and long-term partnerships with distributors as crucial for the company's sustained growth [6] Strategic Initiatives - Xijiu has outlined four core work directions for 2026, focusing on practical measures to enhance the Nationalization 2.0 strategy and strengthen collaboration with distributors [7] - The company plans to adapt its marketing strategies to align with channel restructuring trends, separating marketing functions to improve market responsiveness and service efficiency [7][9] Market Order and Compliance - Maintaining market order is a priority, with Xijiu committing to support compliant distributors through policy incentives and resource allocation [9] - The company aims to create a stable operating environment for distributors by implementing strict management practices [9] Product and Brand Development - Xijiu is committed to quality assurance, ensuring that substandard products are rejected throughout the production process, aligning with rising consumer quality expectations [10] - The company is enhancing its product lineup to meet diverse consumer needs, including traditional and social drinking occasions [10] Future Outlook - By the end of 2025, Xijiu's nationalization process is expected to transition into a high-quality development phase, focusing on quality, order, collaboration, and long-term strategies [12] - The conference set a clear path for Xijiu's 2026 development, reinforcing the consensus among manufacturers and distributors to achieve stable growth and advance towards becoming a world-class brand [12][14]