夜郎古的长期主义：以品质渠道筑根基 破局2026元春市场

Core Insights - The current liquor market is undergoing a profound cyclical adjustment, with consumption trends becoming increasingly rational and diverse. The ability of brands to navigate through cycles relies on both keen market insights and solid foundational capabilities [1] - Nightlanggu's marketing initiatives during the 2026 Spring Festival exemplify its strategic practice of "short-term breakthroughs + long-term cultivation," showcasing a clear logic in responding to industry changes and a steadfast commitment to development [1] Group 1: Marketing Strategy - Nightlanggu launched a multi-dimensional marketing strategy for the Spring Festival, integrating a precise product matrix, efficient sales channels, and innovative digital interactions to activate holiday consumption demand [2] - The company introduced three new products, including the Nightlanggu·Craft, which targets the under 200 yuan price range, aiming to meet diverse consumption scenarios such as self-drinking and gatherings [2] - Two zodiac commemorative wines were introduced to enhance brand value and high-end image, with the Nightlanggu·Fortune Horse focusing on quality and the Nightlanggu·Sky Horse being a high-end collectible [2] Group 2: Consumer Engagement - Nightlanggu organized over 30 high-end tasting events in key cities to stimulate market activity, moving away from traditional inventory pressure tactics and focusing on immersive product experiences and emotional connections with consumers [3] - The tasting events received high praise for product quality and cultural depth, significantly increasing consumer recognition of the brand and its products [3] Group 3: Digital Marketing and Channel Empowerment - The company utilized digital tools such as social media interactions and live streaming to create a short conversion path from brand exposure to sales, while also empowering distributors through customized business initiatives [4] - This dual approach effectively reached end-users and deepened channel empowerment, demonstrating the company's practical capabilities in holiday consumption scenarios [4] Group 4: Long-term Strategy and Quality Focus - Nightlanggu's success during the Spring Festival is attributed to its long-term commitment to quality and brand development, which serves as the foundation for sustainable growth in a rational market [5] - The brand has received multiple awards for production standards, cultural contributions, and market value, reflecting its comprehensive strength and industry recognition [6] - The establishment of a core raw material base and collaboration with educational institutions for cultural research further solidifies the brand's commitment to quality and cultural heritage [6] Group 5: National Expansion and Market Positioning - Nightlanggu's national expansion is showing a positive trend, with the opening of various sales points enhancing brand cultural experiences and consumer engagement [6] - The company has actively participated in industry events to strengthen its channel network and brand image, while also engaging in diverse activities to resonate with consumers beyond traditional settings [7] Group 6: Future Outlook - Nightlanggu's strategic focus on product, channel, and consumer relationship building during the industry adjustment period positions it well for future growth, emphasizing a long-term development approach over short-term trends [8] - The brand's commitment to quality and value is expected to be a key driver in navigating market competition and achieving sustained growth [8]