「一城一酒」黄酒破圈记：会稽山换帅“挖角”啤酒，老酒种试新路

Core Viewpoint - The leadership change at Kuaijishan, a leading Huangjiu producer, aims to leverage the experience of new General Manager Tang Guijiang from the beer industry to address the challenges of regional consumption limitations and to attract younger consumers [2][3] Group 1: Leadership Change - Kuaijishan appointed Tang Guijiang as the new General Manager, replacing Yang Gang, with a three-year term starting from February 9 [3] - Tang Guijiang has extensive marketing experience in the beer industry, having held various senior positions at companies like Budweiser and China Resources Snow Beer [3] Group 2: Industry Challenges - Huangjiu, a traditional liquor with a history of about 2,500 years, faces significant regional consumption limitations, primarily concentrated in the Jiangsu, Zhejiang, and Shanghai areas [5] - In the first three quarters of 2025, 83% of Kuaijishan's revenue came from the Jiangsu, Zhejiang, and Shanghai regions [5] Group 3: Strategic Directions - The core strategy for Kuaijishan includes high-end positioning, youth engagement, and national expansion, addressing the traditional challenges of the Huangjiu industry [3][6] - Kuaijishan's marketing expenses have significantly increased, with sales expenses reaching 3.32 billion yuan in 2024, a 60.2% year-on-year increase, and 3.34 billion yuan in the first three quarters of 2025, a 54.7% increase [5] Group 4: Market Response - Kuaijishan's attempts to attract younger consumers through collaborations and product innovations have gained some visibility but have not yet resulted in a decisive market breakthrough [6] - The company's revenue growth remains slow, with a less than 20% increase in both revenue and net profit in 2024, and a revenue of 12.12 billion yuan in the first three quarters of 2025, a 14.12% year-on-year increase [6] Group 5: Comparative Strategies - Kuaijishan and Guyue Longshan are both exploring ways to leverage beer industry expertise to overcome Huangjiu's challenges, but they are taking different approaches: Kuaijishan focuses on internal management transformation, while Guyue Longshan emphasizes external product innovation and partnerships [7]