行业拐点下的区域机遇：邯郸为何成"复兴1959"必争之地？ 2025年10月22日，邯郸魏县聚倍同城运营中心暖意融融——酱香型白酒"复兴1959"品牌创始人刘建辉，与聚倍同城魏县运营中心总经理皇甫海岭共同签下 深度战略合作协议，河北政声广告公司总经理姚正声、李建峰全程见证了这一重要时刻。 这场看似寻常的区域战略签约，实则是酱酒行业从"狂热扩张"回归"价值深耕"的生动注脚：在行业产能收缩13.33%、渠道泡沫渐退的当下，"复兴1959"正 以"厂商共生"的务实模式，加速在县域市场的布局步伐。 "现在下决心扎进邯郸市场，就是瞅准了行业调整期里的实在机会！"洽谈时，刘建辉一句话点透了行业痛点。2024年，酱酒行业迎来历史性拐点：70%中 小酒企陷入停产困境，仁怀主产区减产超15万吨，但贵州、河南等传统消费大省的酱酒渗透率仍稳稳保持在50%以上。而邯郸作为河北工业重镇，恰好踩 中"产能出清"与"需求坚挺"的黄金交叉点。 酱香型白酒"复兴1959"与聚倍同城签下深度战略合作协议 这次合作的特别之处，在于跳出了"品牌方找代理商"的传统模式，真正形成了"品牌方+本地运营方+营销方"的三角支撑生态。聚倍同城在魏县扎根多年， ...

文 | 酒讯 子煜 编辑 | 方圆 今年秋糖的展厅里，不少经销商手里攥着厚厚的产品手册，脸上却难掩困惑。"我们问如何提升终端动销，厂家只讲品牌历史；我们吐槽价格倒挂亏得厉 害，对方却反复强调政策支持有多足。"一位经销商的感慨，道出了当下厂商沟通的核心矛盾。 在行业深度调整的背景下，这种"各说各话"的现象，正考验着当下厂商关系的韧性。 01 沟通断层 "加强与经销商沟通"，已成为酒企会议的高频词。但实际操作中，部分企业沟通仍停留在单向输出的层面，难以触及经销商的真实痛点。 经销商大会是最典型的场景：酒企高管台上发布年度战略、解读政策支持、下达销售目标，经销商台下聆听、接受信息。 3月，金沙酒业2025厂商命运共同体大会，金沙酒业表示，所有发展策略都围绕"如何让合作伙伴长期持续稳定获利"展开；国台产品体系及新品上市发布 会，现场阐释了其新战略构想——打造"厂商一体化、厂商端联盟化、厂商端消费者融通化"商业新生态；钓鱼台开展2025广东核心终端客户答谢会，贵州 杜康推出"三大模式+五大政策"的渠道策略，展现了更优的渠道格局和厂商关系。这些举措都显示出酒企寻求渠道合作的意愿。 然而，相较于酒企关注的业绩增长、市场覆盖 ...

Core Viewpoint - The collaboration between Jiugui Liquor and Pang Donglai to launch "Jiugui·Freedom Love" is seen as a crucial step to reverse the declining performance of Jiugui Liquor, which is facing significant revenue and profit drops [1][2]. Group 1: Product Launch and Market Response - The product "Jiugui·Freedom Love" has quickly sold out upon its launch, indicating strong market demand [1]. - The product is priced at 200 yuan per bottle, with a comprehensive cost of 168.26 yuan, resulting in a gross profit margin of 15.87% [2]. Group 2: Financial Performance - Jiugui Liquor is expected to see a 43% decline in revenue for the first half of 2025, with net profit dropping over 90.08% [1][3]. - The company's daily average net profit is projected to be less than 70,000 yuan for the first half of 2025 [3]. Group 3: Historical Performance and Market Trends - Jiugui Liquor's revenue grew from 1.512 billion yuan in 2019 to 4.05 billion yuan in 2022, but has since faced a steep decline due to market adjustments [3][4]. - The number of distributors increased significantly from 763 in 2020 to 1,774 in 2023, but has since decreased to 1,336 by the end of 2024, indicating a contraction in market presence [4][5]. Group 4: Strategic Adjustments - Jiugui Liquor aims to achieve a recovery in performance and has adjusted its long-term revenue target from 10 billion yuan to a focus on restoring growth in 2024 [6]. - The company plans to refine its product strategy by reducing the number of SKUs by 50% and eliminating underperforming products [6][7].

Core Viewpoint - The collaboration between Jiugui Liquor and Pang Donglai to launch the "Jiugui Freedom Love" product is seen as a crucial step to reverse Jiugui Liquor's declining performance, with expectations for improved sales and brand value amidst a challenging market environment [1][2]. Product Launch and Sales Performance - The "Jiugui Freedom Love" product will be available in multiple channels, including 13 Pang Donglai supermarkets and online platforms like Douyin, with initial sales in four stores in Changsha [1]. - The product has reportedly sold out quickly, indicating strong initial demand, with a retail price of 200 yuan per bottle and 1200 yuan per box [4][6]. Financial Performance and Market Position - Jiugui Liquor is projected to experience a 43% decline in revenue and over 90% drop in net profit for the first half of 2025, with daily net profit estimated to be less than 70,000 yuan [8][9]. - The company's market value has decreased by 82.38% since its peak in September 2021, reflecting significant challenges in the capital market [1][2]. Industry Trends and Consumer Behavior - The white liquor industry is undergoing a structural shift towards lower price segments, with increasing demand for mid to low-priced products, which Jiugui Liquor is now targeting with its new product [7][12]. - The collaboration with Pang Donglai is expected to enhance Jiugui Liquor's sales in the Henan market, although challenges remain in expanding beyond this region [12][13]. Inventory and Channel Issues - Jiugui Liquor has faced significant inventory challenges, with stock levels reaching 17.51 billion yuan, leading to increased inventory turnover days from 873 to 1461 days [11]. - The number of distributors has decreased from 1774 in 2023 to 1336 by the end of 2024, indicating a loss of confidence in the brand's distribution network [10][11]. Strategic Adjustments and Future Outlook - Jiugui Liquor aims to refine its product strategy by reducing SKU counts by 50% and focusing on high-potential products, while also planning to enhance its high-end offerings [14][15]. - The company has adjusted its growth targets, shifting from a long-term goal of reaching 10 billion yuan in revenue to focusing on recovery and positive growth in 2024 [13].

Core Insights - The Chinese liquor industry is undergoing a "silent revolution," with high-end liquor remaining strong but shifting away from mere "brand premium" narratives [1] - The market for mid-range liquor is expanding, with the introduction of the new product "Guotai Youbiao" targeting the 250-300 RMB price range [1][2] - Guotai Youbiao is positioned as a key product in the Guotai brand's mid-range strategy, utilizing an innovative model that integrates manufacturers and channels for effective market penetration [1][7] Product Features - Guotai Youbiao combines classic design elements with modern aesthetics, featuring a distinctive bottle design that appeals to both general consumers and business occasions [4] - The product is crafted using high-quality local ingredients and adheres to traditional brewing techniques, ensuring a premium taste profile characterized by a strong aroma and smooth finish [6] - The product aims to establish a new benchmark for mid-range liquor quality, addressing consumer demands for high standards in the context of market evolution [6] Market Strategy - Guotai Youbiao is strategically positioned within a product matrix that targets the high-growth potential of the 250-300 RMB price segment, complementing the existing Guotai brand offerings [6][10] - The product has already achieved significant market penetration, with successful launches in key regions such as Jiangxi, Shandong, Fujian, and Shaanxi [7][10] - The company employs a comprehensive operational system that includes innovative channel management and consumer engagement strategies to enhance market presence and profitability [9][10] Competitive Advantage - The product's strong market performance is attributed to its effective channel strategies and the establishment of a specialized alliance among distributors, retailers, and partners [9] - Guotai Youbiao is recognized for its ability to generate stable profits and adapt to various consumption scenarios, making it a preferred choice for upcoming sales periods [10] - The combination of product quality, strategic pricing, and robust channel support positions Guotai Youbiao as a potential new benchmark in the mid-range liquor market [10]