小方瓶（北京）酒业有限公司董事长张晨光：逆周期布局年轻化，二次创业打造“无爹味”二锅头

Core Insights - The article highlights the challenges faced by the liquor industry in 2025, particularly the high inventory turnover days averaging 900 days, which indicates a significant backlog in stock that needs to be addressed [3][4] - The company, Xiaofangping (Beijing) Liquor Co., Ltd., is taking a unique approach by supporting over 800 core distributors and focusing on innovative product development aimed at younger consumers [1][5] Industry Overview - The liquor industry is experiencing a downturn, with a 10% year-over-year increase in average inventory turnover days, leading to a situation where stock takes approximately two and a half years to sell [3] - The total inventory of 20 A-share listed liquor companies increased by 11.32% year-over-year, exacerbating the inventory backlog issue [3] Company Strategy - In response to the inventory pressure, the company has decided to prioritize helping distributors manage their stock rather than pushing more products onto them, a decision driven by market insights [3][4] - The company has adopted a long-term strategy that emphasizes channel health over short-term sales figures, allowing core distributors to recover their inventory turnover to a healthy two-month cycle [4][10] Young Consumer Engagement - The company recognizes the need to connect with younger consumers, who are increasingly becoming the main demographic for liquor consumption, and aims to shed the traditional "dad flavor" image associated with its products [5][6] - A new retail department has been established to focus on product innovation and content dissemination that resonates with younger audiences, marking a significant organizational shift [5][8] Product Innovation - The company plans to introduce a new product line that includes fruit-flavored, tea-flavored, and sparkling liquors, aiming to make liquor more appealing and fun for younger consumers [5][12] - The strategy includes a focus on creating products that are innovative and can be enjoyed in various social settings, moving away from traditional consumption scenarios [14][15] Distribution and Marketing - The company is adopting a dual-channel strategy, initially promoting products online before expanding into traditional retail and dining channels, ensuring a gradual and effective market penetration [13] - Marketing efforts will emphasize quality, versatility, and emotional connections, aiming to redefine the consumption experience of liquor for younger audiences [14]