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跨越五千里山河,汾酒以品质之约铸就清香新史诗
经济观察报· 2025-08-08 11:26
Core Viewpoint - The revival of the清香 (fragrant) category is driven by high quality, with汾酒 (Fenjiu) leading a new era of high-quality development in this segment [1][17]. Group 1: Quality and Production Strategy -汾酒 is focusing on quality as a key driver for growth, implementing a systematic approach that includes raw grain control, process innovation, and full-chain standards [2][4]. - The company has established a raw grain base of approximately 1.4 million acres across various provinces, ensuring the uniformity of raw material quality through a standardized management model [9][14]. -汾酒 has partnered with agricultural research institutions to develop a customized barley variety, "汾酒大麦1号," which enhances yield by 15% and improves fermentation efficiency by 20% [6][7]. Group 2: Market Position and Brand Strategy -汾酒 has achieved significant revenue growth, returning to the top three in the industry, and is poised for sustained growth in the next phase of its revival program [13][17]. - The company emphasizes the importance of optimizing product structure to cater to diverse consumer groups amid increasing market competition [13][14]. -汾酒's high-end products, such as青花30 and青花40, are expected to enhance brand value and set benchmarks in the清香 category [16]. Group 3: Commitment to Quality and Innovation -汾酒 adheres to a philosophy that prioritizes high quality, integrating traditional craftsmanship with modern agricultural technology to ensure the production of clean and healthy spirits [14][17]. - The company has established a comprehensive quality control system from field to table, exceeding international standards [14]. -汾酒's innovative practices are seen as a model for the industry, potentially reshaping competitive dynamics by shifting focus from scale expansion to quality-driven growth [11][12].