Jing Ji Guan Cha Bao·2026-02-17 06:48Group 1 - The article discusses the evolution of the Chinese liquor industry as reflected through the partnerships with the Spring Festival Gala, highlighting three distinct phases: rapid expansion, recovery, and consolidation [1][2] - From the 1990s to 2012, liquor brands aggressively competed for prime advertising spots, with notable brands like Langjiu and Moutai establishing strong presences [1] - The period from 2016 to 2019 saw a resurgence of liquor brands returning to the Gala through special partnerships, with Guqingongjiu becoming a representative brand during this phase [1] Group 2 - Since 2020, the industry has entered a phase of solidified leadership, with top brands like Yanghe and Wuliangye forming a stable partnership structure, reducing the number of participating brands significantly [2] - The 2026 Spring Festival Gala will feature a reduced lineup of four leading brands, marking a new low in brand participation over the past six years, indicating a shift towards high-quality development rather than industry decline [2] - The evolution from competitive bidding to a focus on a few leading brands reflects a broader transformation in the liquor industry towards brand-driven strategies and rational marketing approaches [2]