除了营销改革，习酒更要拿出“削藩”的勇气

Core Viewpoint - The article discusses the challenges faced by Xijiu in the declining white liquor market and its efforts to regain control over pricing and distribution through a "Marketing 2.0 Reform" aimed at enhancing brand value and consumer connection [3][18]. Group 1: Market Challenges - Xijiu is undergoing internal reforms to address the downward trend in the white liquor market, focusing on a new marketing strategy that emphasizes lifestyle selling rather than just selling liquor [3][18]. - The price of Junpin Xijiu has significantly decreased from 1399 yuan to 620 yuan, indicating a 55.7% drop, which highlights the brand's vulnerability in the high-end market segment [7][8]. - The T9 brand group report indicates that Junpin Xijiu experienced the largest price decline of 39.82% from June 2021 to June 2025, reflecting a broader trend of price instability in the industry [4][8]. Group 2: Brand Positioning and Strategy - Junpin Xijiu, launched in 2019, aimed to penetrate the high-end market but lacks the historical brand strength and consumer recognition that competitors like Moutai and Wuliangye possess [8][10]. - The brand's reliance on the reputation of the Moutai Group has diminished since its separation in 2022, necessitating a shift to building its own brand equity [10][11]. - The article emphasizes the need for Xijiu to focus on core products and streamline its extensive product line to avoid internal competition and confusion in the market [16][18]. Group 3: Marketing and Organizational Changes - The "Marketing 2.0 Reform" involves restructuring the marketing system by establishing three new centers: marketing, digital operations, and brand promotion, aiming to separate sales from brand building [18]. - The new organizational structure is designed to create a stronger emotional connection with consumers and enhance brand loyalty through strategic marketing efforts [18][19]. - The success of these reforms will depend on the effective implementation of the new structure and the company's willingness to recalibrate its product offerings and pricing strategies [18][19].