Core Viewpoint - The article discusses Wu Xiangdong's efforts to revitalize the liquor brand Zhenjiu during a challenging period for the industry, focusing on his innovative marketing strategies and new product launches to attract customers and drive sales [2][3][5]. Group 1: Wu Xiangdong's Initiatives - Wu Xiangdong has conducted over fifty speeches in three months to promote Zhenjiu and engage potential customers, adapting to the industry's downturn [2][5]. - He has embraced digital platforms by launching a personal video account, producing nearly fifty short videos to connect with consumers and share insights [3][5]. - The introduction of the new product "Zhenjiu·Dazhen," priced at 888 yuan, aims to combine high-end quality with accessible pricing, targeting a broader market [9][11]. Group 2: Marketing Strategies - Wu's strategy includes forming the "Wanshang Alliance," which consists of distributors who must adhere to strict sales guidelines to maintain product pricing and integrity [13][14]. - The alliance aims to create a network of 1,000 groups and 20,000 distributors, focusing on direct sales to consumers rather than traditional wholesale methods [13][14]. - The launch of the "Niushi" beer, priced at 88 yuan, coincided with a positive trend in the stock market, further enhancing brand visibility [16][17]. Group 3: Industry Context - The liquor industry is currently facing a downturn, with declining consumption rates impacting sales figures [2][5]. - Wu Xiangdong's approach is notable as few liquor executives have ventured into personal branding and social media engagement, which could reshape consumer perceptions [6][7]. - The stock price of Zhenjiu Liudu has increased by 50% in August, reflecting positive market sentiment following Wu's initiatives [16].

经过几十场演讲锻炼，吴向东已经很熟练了。 8月20日一早，在遵义珍酒石子铺厂区的新综合楼里，一身衬衫+西裤的吴向东，一路小跑上了 讲台。无铺垫、无提词，面对两百多名全国各地赶来的意向客商，一口气讲了两个小时。 这是他三个多月来的第五十场演讲。 5月14日，来自全国的上百位客商被请到遵义，听吴向东 讲了两个小时，介绍他酝酿中的新产品和新模式。 活动一开始没有定名，公司内部称之为"遵义论坛"，结果当天就有山东的酒商当场签约。吴向 东决定把活动做下去，谁知一做就是五十场。 吴向东是白酒行业少有经历过数轮周期的酒企"一把手"。 投身酒业三十年来，他先后成就了 金六福、华致酒行和珍酒李渡，后两者分别是"A股酒类流通第一股"和"港股白酒第一股"。 新一轮白酒调整期，愈演愈烈。蛇年春节后，白酒消费没有好转的迹象，到了二季度，形势更 为严峻，开始反映到报表上。吴向东和团队意识到，必须另想办法。 随后的一百天里，56岁的吴向东一边在线下继续演讲，一边走到线上，开了个人视频号，开始 学剪辑、拍视频、做直播，思考如何从零开始打造个人IP。 记者丨肖夏 编辑丨骆一帆 业内想知道：几度跨越周期的吴向东，能否用新产品、新模式再次打开局面 ...

以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 来源|字母榜 撰文|薛亚萍 编辑|谭宵寒 董宇辉"单飞"9个月后， 与辉同行的抖音粉丝数超过了东方甄选。 截至4月26日，与辉同行的抖音粉丝数为2865万，而东方甄选抖音主账号粉丝数为2859万。 这一结果并不令人意外。自去年7月董宇辉"单飞"，东方甄选的粉丝数就陷入增长停滞甚至下滑，而与辉同行则节节攀升。第三方数据平台灰豚数据 显示，过去三个月，与辉同行新增粉丝超120万，东方甄选粉丝数减少了42万。 一增一减后，双方粉丝量站在了同一水位线上。粉丝变化趋势，也折射出两家公司在过去一年里的发展轨迹。 从带货成绩上来看，新抖数据显示，2024年，与辉同行成立第一年的销售额突破百亿元，成为抖音当年带货销售额最高的直播间。而东方甄选在 2025财年上半财年，即2024年6月-11月的GMV（商品交易总额）为48亿元，同比下降16.2%。 到了今年，双方在抖音带货的位次变化则更为明显。 今年1-3月，辉同行稳居抖音带货月榜前五，而东方甄选连续三个月跌出带货月榜前十。 两家公司命运的走向，很大程度上也取决于两位掌舵者的态度。 很难想象一年前还在镜头前皱着眉 ...