洋河新跑法：以稳破局

Core Viewpoint - The Chinese liquor industry, particularly the baijiu sector, is entering a phase of stock competition with a notable decline in production, prompting companies like Yanghe to adopt a "slow and steady" development philosophy to navigate challenges [1]. Group 1: Industry Trends - The production of baijiu from large-scale enterprises decreased by 11.3% year-on-year, totaling 3.215 million liters from January to November 2025, indicating a significant contraction in the industry [1]. - The industry is experiencing a shift towards stock competition, with many brands reducing their operations to weather the downturn [3]. Group 2: Yanghe's Brand Strategy - Yanghe has adjusted its brand investment structure, reducing sales expenses by 17.75% and advertising promotion costs by 21.03%, while increasing regional advertising expenditure to 37.38%, reflecting a strategic shift from broad coverage to targeted engagement [3]. - The brand has established emotional connections with consumers, exemplified by the "Dream Blue M6+" being featured in the CCTV Spring Festival Gala for seven consecutive years, embedding the brand in national collective memory [3]. Group 3: Local Market Engagement - Yanghe has demonstrated flexibility in regional markets by sponsoring local sports teams and integrating brand stories into local culture, transitioning from a "sponsor" to a "partner" [5]. - Collaborations with national entities like China Rocket and China Aviation to launch co-branded products have resonated with younger consumers, enhancing the brand's appeal [5]. Group 4: Market Dynamics and Sales Strategy - Yanghe is focused on converting online traffic into offline consumption, utilizing strategies like QR code red envelopes and tasting events to drive product usage and repeat purchases [6]. - The company has implemented a strategy of "de-stocking, enhancing momentum, and stabilizing prices," which, while reflecting short-term revenue declines, lays a solid foundation for long-term health [7]. Group 5: Financial Performance and Pricing Stability - Yanghe's main products have maintained stable prices, with market inventory reducing by double digits, supported by strict measures against low-price dumping [7]. - The wholesale price of "Dream Blue M6+" has only slightly adjusted from 550 yuan to 540 yuan, with retail prices remaining stable between 600-700 yuan, acting as a stabilizer in the mid-range price segment [7]. Group 6: Long-term Strategy and Investment - Yanghe's strategic choices reflect a commitment to long-termism, with significant investments in R&D increasing by 77.92% year-on-year, aimed at enhancing product quality and innovation [10]. - The company possesses substantial resources, including 70,000 premium cellars and an annual production capacity of over 160,000 tons, providing a buffer against market fluctuations [10]. Group 7: Market Perception and Future Outlook - Despite short-term performance pressures, analysts recognize Yanghe's adjustments in market health, product structure optimization, and long-term operational rhythm as positive developments [11]. - The company's approach is likened to a marathon strategy, focusing on steady progress rather than immediate gains, positioning it for future success as market conditions improve [12].