11月18日，中国消费名品全国行（贵州站）暨"赤水河谷 中国酱香"区域品牌推广活动在茅台国际大酒店圆满举办。 全程参与本次活动之后，知酒君感受到了几个值得大书特书的细节：一是主办方为嘉宾准备的证件，全部是由酒糟二次利用制成；二是数字员工"东方筱 智"与"黛阿央"首次亮相，并与29家企业一同发布《区域品牌公约》。在每一个细节中，我们都可以看到贵州酱酒企业对历史经典产业的重新定义。 而在参与完这次活动之后，知酒君感受到了"赤水河谷 中国酱香"这一区域品牌的标志性意义—— 它标志着贵州白酒这一传统产业从"政策赋能"到"价值自驱"的深层转型；标志着酱酒行业竞争进入"标准定义+文化资本化"的高级阶段；标志着区域品牌 从地理聚合到产业生态共同体的升维；更标志着中国白酒国际化从产品出海到标准与文化双向输出的战略升级。 "唯一"的含金量 今年四月，中国工业和信息化部11日发布首批中国消费名品名单，其中区域品牌有43个，"赤水河谷 中国酱香"是唯一一个酒类区域品牌。 对贵州和贵州白酒企业来说，这份奖项意义非凡，它标志着赤水河流域酱香白酒的品质、独特酿造工艺及深厚文化底蕴，得到了国家层面的高度认可。贵 州独特风土孕育的酱香酒，其 ...

Core Viewpoint - The high-end liquor market is undergoing significant changes, but it is expected to experience "structural expansion" after adjustments, driven by the recognition of "historical classics" in the industry [3][4]. Group 1: Historical Significance - The Ministry of Industry and Information Technology has included traditional industries such as liquor in the "historical classic industries" directory, signaling a strong endorsement for high-end liquor [3]. - The inclusion of liquor in historical classic industries aims to enhance the value of high-end liquor through cultural and historical empowerment, potentially reshaping the market and competitive landscape [3][4]. Group 2: Market Dynamics - The consumer base and market logic for high-end liquor are fundamentally changing, moving away from past associations with vulgarity and corruption towards a redefined value proposition [3][4]. - High-end liquor is expected to transition from being a "vulgar social currency" to a "classic cultural carrier," seeking high-end positioning through traditional culture and history [5]. Group 3: Marketing Strategies - High-end liquor will shift from mass marketing to "timeless marketing," leveraging historical, cultural, and geographical narratives to achieve brand and market synergy [5]. - Brands that successfully decode traditional classics will gain competitive advantages, while the market will see a redefined "classic scene" that merges traditional and modern elements [5][6]. Group 4: Market Concentration - The high-end liquor market is becoming increasingly concentrated, with a few dominant brands controlling 90% of the market share, particularly in the large single product category [6]. - Future differentiation in high-end liquor will likely occur in the realm of "high-end cultural creativity," with brands like Jian Nan Chun and Lang Jiu making significant strides in this area [6].

Core Viewpoint - The Chinese liquor industry, particularly represented by Langjiu, is recognized as a "historical classic industry" alongside silk, tea, and porcelain, highlighting its cultural and strategic significance beyond economic contributions [1][6]. Group 1: Cultural Heritage and Innovation - Langjiu embodies the essence of cultural heritage, being recognized as an important representative of China's intangible cultural heritage, with its brewing techniques listed as a national-level intangible cultural heritage since 2008 [3]. - The company actively promotes the living heritage of its brewing techniques through various cultural events and festivals, transforming traditional practices into public experiences that enhance cultural appreciation [3][4]. - Langjiu integrates modern technology with traditional brewing methods, employing a technical team of over 200 to enhance product quality and innovate within the industry [4]. Group 2: Economic and Community Impact - The "Historical Classic+" initiative aims to create a fusion ecosystem that connects culture, tourism, and rural revitalization, moving beyond single production to multi-dimensional value creation [6]. - Langjiu's estate spans 10 square kilometers, serving as a new experiential venue that combines natural resources with cultural and artistic elements, contributing to local economic development and job creation [6][7]. - The company supports rural revitalization through standardized agricultural practices, benefiting over 600,000 acres of sorghum cultivation and creating thousands of local jobs [6][7]. Group 3: Global Expansion and Future Outlook - The industry is encouraged to enhance international cooperation and maintain competitive advantages, with Langjiu positioning itself as a global ambassador for Chinese liquor culture [7]. - Langjiu has engaged in international collaborations and showcased its products on global platforms, establishing a clear path for international expansion [7]. - The future of the historical classic industry is seen as promising, with expectations for continued cultural depth and technological integration to achieve high-quality development [9].

Core Viewpoint - The Ministry of Industry and Information Technology has issued a draft opinion on promoting the high-quality development of historical classic industries (2026-2030), marking a shift for the liquor industry from restrictive development to strategic support, which is expected to positively impact Chinese liquor companies, particularly Gujing Gongjiu as a model for policy implementation [1] Group 1: Gujing Gongjiu's Alignment with "Historical Classic Industry" - "Historical classic industry" requires a solid foundation in brand history, industry scale, and technical systems, which Gujing Gongjiu aligns well with [2] Group 2: Brand History - Gujing Gongjiu's brewing history is closely tied to the development of Chinese liquor, with its techniques recognized as the world's oldest distillation method. The preservation of traditional brewing sites and the recognition of its brewing techniques as national intangible cultural heritage highlight its historical significance [4] Group 3: Industry Scale - Gujing Gongjiu is a leading enterprise in the liquor industry, contributing over 90% to the total output value of 26.3 billion yuan in Bozhou City in 2024, showcasing its role in driving regional economic development [8] Group 4: Technical Foundation - The company emphasizes the modernization of traditional techniques, standardizing its brewing process while establishing advanced research platforms to enhance production efficiency and quality [9] Group 5: Cultural Empowerment - Gujing Gongjiu has shifted from one-way communication to interactive experiences, creating a cultural IP matrix that enhances brand engagement and emotional connections with consumers [11] Group 6: Digital Transformation - The company is leveraging new information technologies in its smart brewing facilities, enhancing production efficiency and quality control through real-time monitoring and data analysis [14] Group 7: Internationalization - Gujing Gongjiu actively promotes Chinese liquor culture globally, participating in various international events and initiatives to enhance its brand presence and cultural dialogue [16] Group 8: Industry Opportunities - The liquor industry is undergoing a phase of adjustment, which is seen as a necessary stage for self-optimization. Gujing Gongjiu's focus on quality, cultural development, and international exploration aligns with the high-quality development direction of the historical classic industry, positioning it well for future opportunities [19]

Core Viewpoint - The Ministry of Industry and Information Technology has released a draft opinion on promoting the high-quality development of historical classic industries (2026-2030), marking a shift for the liquor industry from restrictive development to strategic support, which is expected to positively impact Chinese liquor companies, particularly Gujing Gongjiu as a model for policy implementation [1][12]. Group 1: Gujing Gongjiu's Alignment with "Historical Classic Industry" - Gujing Gongjiu aligns well with the core requirements of the "historical classic industry" in terms of brand history, industry scale, and technological foundation [1]. - The brewing history of Gujing Gongjiu is closely linked to the development of Chinese liquor, with its traditional brewing methods recognized as the world's oldest distillation method [3]. - Gujing Gongjiu is a leading player in the industry, contributing over 90% to the total output value of 26.3 billion yuan in the liquor sector in Bozhou by 2024, showcasing its significant scale and regional economic integration [5]. Group 2: Technological and Cultural Empowerment - Gujing Gongjiu emphasizes the modernization of traditional techniques while ensuring the preservation of its brewing heritage through a structured training approach and the establishment of research platforms [5][11]. - The company has developed a cultural IP matrix that transforms static history into dynamic experiences, enhancing brand engagement through various cultural events and a national industrial tourism demonstration base [8][10]. - The digital transformation of Gujing Gongjiu incorporates advanced technologies such as IoT and big data to optimize the brewing process, improving efficiency and quality while addressing the limitations of traditional methods [11]. Group 3: Strategic Positioning in the Industry - The liquor industry is currently experiencing a phase of adjustment, which is seen as a necessary stage for self-optimization and strengthening core competencies [12]. - Gujing Gongjiu's investments in quality enhancement, cultural development, and international exploration align with the high-quality development direction of the "historical classic industry," positioning the company favorably for future recovery [12]. - The long-term value of liquor as a cultural carrier remains intact, and companies focusing on quality and core strengths are expected to seize new opportunities as policy benefits are realized [12].

Core Viewpoint - The event "2025 Langjiu Chongyang Down Sand Ceremony" highlights the significance of the brewing season for sauce-flavored liquor, emphasizing the commitment to quality and cultural heritage in the liquor industry [1][3]. Group 1: Industry Significance - The Ministry of Industry and Information Technology has recognized the liquor industry alongside silk, tea, and ceramics as a "historical classic industry," elevating its strategic value at the national level [1]. - The recognition brings a new historical mission to leading companies like Langjiu, which aims to integrate intangible cultural heritage into its development [1][3]. Group 2: Company Strategy - Langjiu Group is guided by a three-pronged strategy focusing on "extreme quality, extreme brand, and extreme taste," creating a diverse brand culture ecosystem [1]. - The company has developed six exclusive IPs, including the Langjiu Manor Three Products Festival and the Ceramic Art Festival, to promote its cultural heritage [3]. Group 3: Quality and Production - Langjiu adheres to the "12987" brewing process, taking a full year to transform red sorghum into 63 types of original liquor, demonstrating a commitment to quality through time [3]. - The company has achieved a new height in the industry with a 20-year accumulation of high-quality sauce liquor storage [3]. Group 4: Future Aspirations - Langjiu aims to establish a significant position in the liquor industry, grow alongside Moutai, and develop the Langjiu Manor into a world-class winery [5]. - The company is committed to preserving traditional brewing techniques while innovating to elevate its cultural significance [5].

Core Viewpoint - The recent event of the 2025 Langjiu Chongyang Downhill Ceremony highlights the significant advancements in the quality and storage capacity of Langjiu, with a current storage of 300,000 tons of sauce-flavored liquor, marking a new high in the company's history and aligning with the industry's transition to a "historical classic industry" status [1][3][5]. Production Capacity and Quality Control - Langjiu's storage capacity of 300,000 tons is a critical foundation for its positioning as a "historical classic industry," emphasizing the importance of quality control from production to storage [3][5]. - The company has adopted a "production-storage balance" model, where each ton of production corresponds to over 40,000 tons of storage, avoiding past pitfalls of focusing solely on production [5][7]. - Langjiu's strategy of limiting annual market sales to no more than one-tenth of the total storage aligns with the principles of "quality first" in the historical classic industry [5][7]. Cultural Innovation and Brand Development - The event showcased Langjiu's commitment to cultural innovation, transitioning from static heritage to dynamic activation through new product strategies and experiential marketing [7][9]. - The launch of the Langjiu Garden Architectural Art Series and the "Striving Era 1990" limited edition reflects the brand's dedication to quality and cultural expression [9][10]. - The "Red Flower Lang - Longevity Feast Chongyang" event aims to connect classic industry values with public sentiment, promoting family and cultural traditions [10][12]. Market Positioning and Future Outlook - Langjiu's efforts in quality control and cultural engagement position it as a leader in the high-quality sauce-flavored liquor market, with a focus on long-term brand building [7][12]. - The ongoing "Red Flower Lang Spring Festival Season" initiative aims to expand the brand's reach and cultural significance, reinforcing its status as a staple in various celebrations [12][13]. - The Langjiu Garden serves as a cultural experience hub, transforming "Chinese sauce liquor" into a globally understood cultural symbol, embodying the principles of open cooperation in the historical classic industry [12][13].

Core Viewpoint - The recent predictions from various securities firms regarding the third-quarter performance of major Chinese liquor companies, particularly in the baijiu sector, indicate a significant decline in net profits for many brands, raising concerns about the industry's stability and future growth [1][2][4]. Summary by Category Company Performance Predictions - Guotai Junan, Zheshang, and GF Securities predict that major baijiu companies will experience double-digit declines in net profits for Q3, with Wuliangye's net profit expected to drop by 45% [1][2]. - GF Securities has the most pessimistic outlook, forecasting a 50% decline for Yanghe and a 200% drop for Jiu Gui Jiu [2][3]. - Shide Jiuye is viewed positively by multiple firms, with predictions of a 20-25% increase in net profit, while Wuliangye received no positive outlook from any firm [2][3]. Market Dynamics - The baijiu industry has been undergoing an adjustment period since 2021, leading to price declines for many products, particularly affecting high-end brands like Wuliangye and Guojiao [6][7]. - The recent sales data during the "Double Festival" period showed a 20-25% decline, but this does not represent the entire quarter's performance, as companies reported stabilization in sales post-July [5][12]. Regulatory and Policy Context - The Ministry of Industry and Information Technology recently classified the baijiu industry as a "historical classic industry," which is expected to provide long-term benefits for financing, market expansion, and industry recognition [12][14]. - This classification is seen as a strategic move to enhance consumer confidence and support the industry's growth, despite short-term challenges [14]. Investor Sentiment and Reactions - The stark differences in profit predictions among securities firms have raised questions about their impartiality and the validity of their analyses, with some likening their predictions to "blind guesses" [4][5]. - Wuliangye's management expressed frustration over GF Securities' predictions, indicating a strong response to perceived inaccuracies in the analysis [5][9].

Core Insights - The retail sales of tobacco and alcohol products in China increased by 1.6% year-on-year in September, with a cumulative growth of 4% from January to September 2025 [3] - The liquor industry has been recognized as a "historical classic industry," which is expected to inject policy certainty for the long-term development of the sector [3] - Moutai Group has outlined its production quality work for 2026, emphasizing the importance of management, innovation, and talent development [5] Industry Dynamics - The retail sales of tobacco and alcohol products saw a year-on-year increase of 1.6% in September, with a total growth of 4% from January to September 2025 [3] - The Ministry of Industry and Information Technology has included liquor in its guidance for promoting high-quality development of historical classic industries from 2026 to 2030, highlighting the cultural and national significance of the liquor sector [3] - Guizhou Province's government has proposed measures to promote service consumption, including a shift from "selling alcohol" to "selling lifestyle," which may benefit the liquor industry [5] - The county of Gulin is aiming for a production value of 30 billion yuan from its 25 large-scale liquor enterprises, focusing on the sauce-flavored liquor sector [5] Company Updates - Moutai Group held its 2026 production quality conference, where the chairman emphasized the need for crisis awareness, quality consciousness, and a strong sense of responsibility [5] - Wuliangye Group reported a positive trend across its various business segments in the third quarter, indicating stable production and operations [6] - Yanjing Beer reported a 26% year-on-year increase in net profit for the third quarter, with total revenue reaching 13.433 billion yuan [6] - Zhujiang Beer experienced a 1.34% decline in revenue for the third quarter, although it reported a 17.05% increase in net profit for the first three quarters [6] - Shede launched a new line of high-end pet food made from brewery waste, showcasing an innovative approach to integrating the liquor industry with the pet economy [7]

该"意见"首次将酿酒与丝绸、茶叶、瓷器、中药、文房四宝等并列为"历史经典产业"。在盛初咨询董事长柴俊看来，这标志着酿酒行业的定位在宏观层面 发生了根本性转变，其不再是限制性发展行业，也不再是简单的传统行业，而是被提升至传承中华文明、增强文化自信的战略高度，正式步入以高质量为 核心的新发展阶段。 在白酒行业正经历深度调整期的当下，这份"意见"将如何为产业破解结构性矛盾，为其重塑发展动能提供系统性指引？ 曾几何时，出于节约粮食、引导健康消费及产业调控等多重考量，白酒产业一度被贴上"限制性产业"的标签，面临诸多发展约束。但随着时代变迁与社会 经济结构调整，产业政策逐步优化，2019年"白酒生产线"已从"限制类"产业中移除。 近年来，在弘扬中华优秀传统文化、振兴特色优势产业的背景下，酿酒业的文化底蕴与消费价值被重新审视，其产业定位持续提升，直至此次"意见"明确 将其纳入"历史经典产业"，标志着其发展正式进入了以文化赋能、创新驱动为核心的新历史机遇。 从文件内容来看，"意见"为历史经典产业未来五至六年的发展勾勒出清晰蓝图，系统性地规划了产业升级路径，对酿酒行业具有重要指导意义。 文 | 易鑫 10月16日，工业和信息化 ...