随着5G移动互联时代的到来，短视频已经成为品牌与消费者沟通的重要桥梁。在白酒行业，传统营销 方式的效果逐渐减弱，而短视频则为白酒品牌提供了新的增长机遇。 作为拥有深厚历史底蕴的白酒品牌，牛栏山的发展历程本身就是一部中国白酒行业的缩影。自1952年成 立以来，牛栏山始终扎根于北京顺义这片土地，秉持"为民酿酒，酿好民酒"的经营理念，历经七十载风 雨洗礼，从一家地方酒厂逐步成长为全国知名的白酒品牌。其产品以亲民的价格、纯正的口感和稳定的 品质，赢得了广大消费者的信赖，成为"民酒"的代名词。 在品牌发展的不同阶段，牛栏山也始终紧跟时代步伐，不断调整战略方向。从早期专注于区域市场深 耕，到后来积极拓展全国市场，再到如今布局国际化战略，牛栏山始终以消费者需求为核心，持续优化 产品矩阵与服务体系。 近年来，面对消费升级和市场竞争加剧的双重挑战，牛栏山更加注重品牌文化的塑造与传播，通过短视 频等新兴媒介，将品牌理念与消费者生活场景深度融合，让"牛栏山"不仅是一个白酒品牌，更成为一种 文化符号，承载着人们对平凡生活的热爱与对烟火人间的深情共鸣。牛栏山推出的《烟火人间》系列短 片，通过讲述平凡而真实的故事，深刻触动了观众的心弦， ...

Core Insights - Guizhou Moutai has reported its 2024 annual results, achieving total revenue of 174.144 billion yuan, a profit of 119.639 billion yuan, and a net profit of 86.228 billion yuan, reflecting year-on-year increases of 15.66%, 15.41%, and 15.38% respectively [2] - The company has set a revenue target for 2024 of approximately 190 billion yuan, aiming for a growth of around 9% compared to the previous year [4] Revenue Breakdown - Moutai liquor remains the main revenue driver, generating 145.928 billion yuan in sales, up 15.28% year-on-year [3] - The Moutai sauce-flavored liquor series has also shown significant growth, contributing 24.683 billion yuan in sales, a year-on-year increase of 19.65% [3] - Online sales have been highlighted, with the "i Moutai" digital marketing platform generating 20.023 billion yuan in revenue, while other online platforms contributed 2.09 billion yuan [3] Dividend and Investment - The total cash dividend for 2024 is set to reach 64.7 billion yuan, with 30 billion yuan already distributed, marking a new high for the company [2] - The company plans to invest 4.711 billion yuan in fixed assets this year, focusing on major projects including the Moutai liquor "14th Five-Year" technical transformation project and other logistics and production facilities [4][5]

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