新春订货会“热”背后的仰韶战略：深耕根据地，以“自强”破局存量竞争

Core Insights - The Chinese liquor industry is facing significant challenges in 2026, including weak channel confidence, a return to rational consumption, and increased competition from regional brands. However, Yangshao Liquor Industry has successfully conducted a series of New Year order meetings across Henan province, showcasing a strategic market deepening initiative [1][2]. Group 1: Market Strategy - Yangshao Liquor's New Year order meetings are not merely pre-festival promotions but represent a systematic and strategic effort to reinforce its core market in Henan, which is crucial for the company's resilience against external pressures [2]. - The company has launched three new products in 2025, creating a diverse product matrix that allows distributors to effectively match different sales channels and consumption scenarios during the critical sales period of the Spring Festival [4]. Group 2: Distributor Engagement - The order meeting emphasized a collaborative approach, with Yangshao's marketing team promoting a "customer first, service first" philosophy, which has significantly boosted distributor confidence amid widespread market anxiety [4][5]. - The event served as a communication platform for building trust and consensus between manufacturers and distributors, moving beyond mere sales transactions to foster a sense of partnership [5]. Group 3: Integrated Marketing - Yangshao Liquor's order meetings are central to its integrated marketing strategy for the 2026 Spring Festival, featuring a combination of online and offline initiatives, including outdoor advertising and social media engagement [5]. - The launch of "Yangshao Chun" in collaboration with local retail giant Dennis further illustrates the company's innovative approach to channel deepening and consumer reach [5]. Group 4: Targeted Market Expansion - Yangshao Liquor is adopting a cautious approach to expanding outside Henan, focusing on high-impact, targeted collaborations rather than broad distribution, which allows for deeper engagement in specific social contexts [6][8]. - The company has successfully positioned its products in exclusive social events, enhancing brand exposure and emotional connection with consumers, particularly among influential decision-makers [6][8]. Group 5: Brand Philosophy - Yangshao Liquor is committed to leading the global consumption of Chinese liquor, reflected in its dedication to product quality and strategic market planning [10].