导语：以情感共鸣凝聚同心力，以价值共创拓宽增长极，以行业担当校准发展航向，五粮液的"和美"文化为产业注入持久的温度与强劲的发展动能。 聚焦 12 ・ 18 大会："和美"文化的全景落地 当文化理念转化为切实的商业实践，一场以"和美"为基色的行业范式变革，正清晰浮现而出。 12 月 18 日，宜宾五粮液集团迎来第二十九届 12 ・ 18 共识共建共享大会。 这场行业年度压轴盛会以"共识共建共享"为核心主题，通过战略发布、产品亮相、权益保障、文化联动等多元议程，将"和美"文化从抽象理念， 转化为可感知、可落地的商业实践与情感联结。 五粮液集团（股份）公司党委书记、董事长曾从钦将"十五五"定位为五粮液塑造新优势、培育新动能的重要窗口期，并就新时期五粮液发展使命、 愿景、定位、布局等事关企业长远发展的方向性、根本性、全局性战略进行了系统升维。 2026 年，五粮液将其明确定位为"营销守正创新年"，营销方针确立为"一核心三强化双目标"：即以持续提升五粮液品牌价值为核心，强化营销变 革、应市策略、执行能力，坚守包括价格策略等"五个毫不动摇"，全力推动高质量的市场动销、全力实现市场份额的有效提升。 这一攻守兼备的战略定义， ...

Core Viewpoint - The core keyword for the liquor industry in 2025 is "deep adjustment," with a focus on returning to product essence and value recognition, emphasizing who can maintain quality and stabilize channels [2] Group 1: Industry Environment - The industry is currently under pressure, with demand contraction, channel stress, and price transparency, necessitating a long-term strategy focused on stability rather than short-term aggressive tactics [3] - The leading companies in the industry, such as Wuliangye, exhibit resilience, which serves as a source of confidence during the industry's adjustment period [4] Group 2: Wuliangye's Strategy - Wuliangye has adopted a long-cycle strategy, prioritizing price stability and product quality over short-term scale fluctuations [4] - The company aims to build a community of shared destiny with distributors, utilizing digital systems to empower terminals and shift the focus of value distribution towards service and sales actions [7] Group 3: Distributor Relations - Wuliangye's approach includes enhancing the relationship with distributors by ensuring both material benefits and cultural recognition, fostering a sense of partnership rather than a mere transactional relationship [8][9] - The company has seen significant growth in its banquet market, with a 30% increase in banquet sessions and bottle openings, indicating a successful strategy in engaging with consumers [10] Group 4: Cultural Integration - Wuliangye emphasizes cultural expression through various events, reinforcing its brand values and creating emotional connections with consumers [11][15] - The brand's philosophy of "harmony and beauty" resonates across different consumer groups and occasions, positioning it as a preferred choice in both domestic and international markets [17][18] Group 5: Market Positioning - Wuliangye aims to occupy a key position in the high-end business banquet segment, focusing on the 1000-1200 yuan price range, which aligns with the values of collaboration and mutual recognition in business settings [9] - The company is moving beyond being a mere social symbol to becoming a preferred choice for significant moments and gatherings, thus enhancing its market presence [17] Group 6: Future Outlook - The liquor industry is entering an adjustment phase, with a growing emphasis on quality growth, channel health, and consumption scenarios, necessitating a return to fundamental questions about the reasons and contexts for drinking [20][21] - Companies must maintain strategic focus and return to value fundamentals to navigate through this deep adjustment cycle successfully [21]

五粮 1218 G @ e 五粮液第二十九届12·18共识共建共享大会 = 页 献 奖 e 服务社 百川名品供应链 股份有限公司 西藏中糖德和 经贸有限公司 河南盛林 北京朝批 商贸股份有限公司 湖北人人大 经贸有限公司 可 乾坤福 商贸有限公可 2 71 . 青海八坊青稞酒酒业 北京京东世纪 源 24 47 实业有限公 i限公司 有限量可 技术gg 限公司 新作会 新机遇 設計可能 上十年 根和美 □泗伍 （图片由五粮液提供）一场大会、一场典礼、一曲高歌……一个延续近30年的约定，正在将商业契约升华 为情感与价值的深度共识。2025年12月，长江首城宜宾成为全球酒业瞩目的焦点。围绕五粮液第二十九届12·18共 识共建共享大会（以下简称五粮液"12·18"大会），一场场活动次第展开——从庄严肃穆的祭祀大典到星光璀璨的 全球伙伴歌唱大赛，从战略擘画的共识共建共享大会到坦诚深入的国际经销商恳谈会……这一系列活动，勾勒出 的不仅是企业日程，更是一幅"和美"文化从理念到实践、从共识到共生的落地全景图。在行业周期性调整、结构 性挑战加剧的背景下，五粮液以"和美"为核，探索出一条超越传统关系的厂商合作新路径。这条路径的核 ...

12月18日晚，天青色荧光与中国红光影交相辉映，宜宾市体育中心座无虚席、暖意融融。 第一篇章以长江母亲河为意象之源，节目巧妙实现三江之水与五粮液酿造用水的视觉叠化，用字幕点 明"同源共酿"的自然奥秘，让品牌与宜宾的地理羁绊直观呈现。开场歌曲《天地新风醉五粮》更是全新 演绎"和美五粮"千年余音的交融之美；第二篇章深挖宜宾三千年茶都底蕴，演绎"茶酒融合"的东方生活 美学，将清茶的含蓄内敛与醇酒的热烈奔放相融，诠释"和合共生 美美与共"的处世智慧；第三篇章聚 焦豪情与梦想，以酒为媒礼赞奋斗、致敬功成，特别制作的酿酒技艺短片致敬匠心劳模，而无人机表演 秀在《敬和美生活》的旋律中将晚会推向高潮——夜空中"五粮荟萃"与"万马奔腾"的图案交相辉映，既 提炼了五粮液工艺精髓，更象征着品牌与时代共奋进的蓬勃之势，为整场晚会画上圆满句号。 值得一提的是，晚会阵容横跨多个时代，"老中青"三代歌手同台献艺，兼顾经典回味与潮流表达。《隐 形的翅膀》《味道》《门没锁》《为你写诗》等脍炙人口的金曲引发全场大合唱，唤醒集体记忆；而专 为五粮液打造的定制内容则成为晚会灵魂，原创人文短片《一江清水 山河共酿》《滴水润天地 杯酒万 物生》将品牌地 ...

宜宾的冬日，空气中开始弥漫着熟悉的暖意。这份暖意，源自一座城市与一场年度盛事的深情相约—— 五粮液第二十九届12·18共识共建共享大会（以下简称"12·18"大会）即将启幕。新形势、新机遇、新征 程。届时，上千名五粮液合作伙伴、投资者和媒体代表将齐聚一堂，共话和美文化内涵，共叙伙伴深厚 情谊，共绘产业未来蓝图。 漫步宜宾街头，"12·18"大会将至的氛围愈发浓郁。从五粮液机场到宜宾西站，一幅幅五粮液主题装置 错落铺展，五粮液"十里酒城"也悄然换上迎宾盛装；穿梭街巷的出租车上，"欢迎莅临12·18"的醒目车 贴成为城市里流动的迎宾符号；主干道两侧，焕新的道旗整齐列队、绵延伸展，无声传递着东道主的热 忱与期许；合江门广场的LED大屏上，主题宣传片循环流转，映照得江水流光溢彩，将和美温情的氛围 传递给江畔来客；五粮液园区内，"12·18欢迎回家"展牌树立，盛情融入每一处细节。 历经29年沉淀，五粮液"12·18"大会已不只是一场行业盛会，而是由一系列内涵丰富、层次多元的活动 共同组成的深情奔赴——关于传承、匠心、情谊与未来。 ——在"文明的温度活态的力量——中国酒业遗产守护与开拓暨五粮液古窖泥捐赠中国国家博物馆20 ...

Core Viewpoint - The 2025 Global Panda Partner Conference, themed "Co-protect, Co-build, Co-share," is taking place in Chengdu, Sichuan, with Wuliangye as a strategic partner, emphasizing ecological commitment, cultural exchange, and shared vitality [2]. Group 1: Co-protect - The conference gathers experts and representatives to discuss ecological protection and green development, highlighting the connection between Wuliangye and the panda's habitat in the Yangtze River upstream [3]. - Wuliangye adheres to an ecological philosophy that aligns with the conference's green ideals, focusing on protecting water quality and strengthening ecological barriers in the panda's habitat [3][4]. - The company has implemented various green initiatives, including carbon footprint management and the establishment of national-level green factories, aiming for a "zero-carbon" status [4]. Group 2: Co-build - The conference features a panda cultural market showcasing creative products, with Wuliangye presenting unique items like the "Golden Panda" commemorative liquor, attracting attention from international guests [5]. - Wuliangye's cultural initiatives, such as the "He Mei Global Tour" and "He Mei Cultural Festival," aim to promote traditional Chinese culture and facilitate cultural exchanges [6][7]. Group 3: Co-share - The conference emphasizes the importance of sharing opportunities, with Wuliangye participating in a cultural exchange event that highlights Sichuan's tourism and Wuliangye's rich cultural heritage [8]. - The company has been actively involved in international events, showcasing its commitment to global cooperation and cultural confidence, while promoting the story of Chinese liquor [8][9]. - Wuliangye aims to continue its efforts in ecological responsibility and cultural confidence, contributing to sustainable development and the construction of a shared future for humanity [9].

Group 1 - The 2025 Fortune China 500 Summit was held in Shanghai, where Wuliangye ranked 146th, leading the liquor industry [1] - The summit's theme was "Navigating Trends: The Next 25 Years of the 21st Century," featuring discussions on macroeconomics, global industrial layout, green transformation, and changing consumer trends [1] - Wuliangye showcased its brand culture through a specially designed exhibition and tasting events, highlighting the deep cultural heritage and exceptional quality of Chinese liquor [1] Group 2 - The Wuliangye brand culture exhibition focused on "Harmony and Beauty," blending traditional heritage with contemporary aesthetics [2] - The exhibition displayed various representative products, including the classic Wuliangye series and the 29° Wuliangye "First Encounter," which received positive feedback for its unique flavor profile [2] - Guests experienced a unique tasting method during the themed dinner, enhancing their understanding of the charm of Chinese liquor and fostering international business cooperation [2] Group 3 - As a representative of Chinese liquor, Wuliangye is committed to high-quality development, enhancing brand influence and value [3] - The company actively participates in international high-end platforms to share the cultural stories and quality of Chinese liquor, promoting sustainable high-quality development [3] - Wuliangye aims to deepen brand construction and promote the international dissemination of Chinese liquor culture, contributing to global cultural exchange [3]

Group 1 - The core theme of the 2025 Fortune China 500 Summit is "Harnessing Trends and Expanding Territories: The Next 25 Years of the 21st Century," gathering leaders from numerous Fortune 500 companies, renowned scholars, and industry experts [2] - Wuliangye ranked 146th in the 2025 Fortune China 500 list, leading the liquor industry [2] - The brand culture exhibition hall of Wuliangye showcased the deep cultural heritage and exceptional craftsmanship of Chinese liquor, centered around the "Harmony and Beauty" culture [2][4] Group 2 - During the themed dinner, guests experienced the unique charm of Chinese liquor through a five-step tasting method, enhancing the appreciation of the product [4] - Wuliangye is committed to high-quality development, continuously enhancing brand influence and value through participation in international high-end platforms such as the China International Import Expo and the Boao Forum for Asia [4] - The company aims to promote the international dissemination of Chinese liquor culture and contribute to the exchange of world civilizations by adhering to the "Harmony and Beauty" value concept [4]

Core Insights - The article highlights the accelerated internationalization of Chinese companies, particularly focusing on Wuliangye's efforts to promote Chinese liquor globally through initiatives like the "He Mei Global Tour" and participation in the APEC Business Leaders Summit [1][2][10] Group 1: International Expansion - Wuliangye is leading the charge in the internationalization of Chinese liquor, with the "He Mei Global Tour" launching its South Korea leg on October 27 [1][6] - The company has expanded its overseas business to multiple countries and regions, establishing a scalable international market presence [10] - Wuliangye's approach to internationalization goes beyond mere product sales, focusing on building a systemic ecological presence in foreign markets [10] Group 2: Sustainable Development - Wuliangye has been recognized for its sustainable development practices, being the only liquor company included in APEC's 2022 "Sustainable Industry Development Action" report [5] - The company has received multiple awards for its sustainability efforts, including the EFQM Global Award and the United Nations Sustainable Development Goals Performance Award [5] - Wuliangye emphasizes ecological priorities in its development strategy, integrating green concepts throughout its product lifecycle [4] Group 3: Cultural Engagement - The "He Mei Global Tour" aims to bridge cultural gaps and deepen emotional connections with consumers from diverse backgrounds [8] - Wuliangye's marketing strategies include immersive experiences that engage multiple senses, appealing to younger consumers in South Korea [8][6] - The company showcases its unique cultural heritage and sustainable practices through various promotional activities, enhancing its brand image globally [4][11] Group 4: Brand Value and Recognition - Wuliangye ranks 15th in the "Top 500 Most Valuable Chinese Brands" and has been recognized as a top-performing brand for eight consecutive years [11] - The brand's value reached $27.778 billion, reflecting a 7.27% increase year-on-year, with a strong AAA+ rating in brand strength [11] - The company aims to use its products to foster cooperation and convey the essence of China's sustainable development [11]

Core Insights - Wuliangye has achieved the highest level of EFQM Global Award (Seven Diamonds) for its outstanding performance management and sustainable development practices, marking a significant milestone for Chinese enterprises in international recognition [6][9][15] - The company emphasizes its "Harmony and Beauty" culture, rooted in traditional Chinese philosophy, which promotes harmonious coexistence among people, nature, and society, and is deeply integrated into its organizational operations [14][15] - Wuliangye's commitment to sustainable development is reflected in its innovative practices and the establishment of a "zero-carbon" initiative, which has garnered international acclaim as a replicable model for Chinese enterprises [15] Company Achievements - Wuliangye received the EFQM Global Award during the 2025 Sustainable Performance Conference held in Spain, achieving the highest score for a Chinese company participating in the evaluation [14] - The company has implemented 24 cash dividend distributions since its listing in 1998, totaling 116.4 billion yuan, with a significant increase in cash dividends from 10 billion yuan in 2020 to 22.3 billion yuan in 2024 [15] - Wuliangye has been recognized multiple times in national liquor evaluations, solidifying its status as a leader in the Chinese liquor industry [15] Cultural and Operational Strategies - The "Harmony and Beauty" culture is not only a guiding principle for Wuliangye's production but also shapes its relationships with partners and investors, fostering a community of shared values [15] - The company has established a feedback channel for employees to communicate directly with decision-makers, enhancing engagement and a sense of belonging within the organization [14] - Wuliangye's innovative approach combines traditional brewing techniques with modern scientific advancements, ensuring quality stability while preserving cultural heritage [15] Future Directions - Wuliangye aims to further expand its "Harmony and Beauty" culture beyond regional and industry boundaries, positioning it as a symbol of Eastern wisdom in global sustainable development [15] - The company is focused on creating a new paradigm for internationalization of Chinese brands, integrating excellence in performance with cultural narratives [15] - Wuliangye's ongoing commitment to sustainable practices and community engagement is expected to drive its future growth and reinforce its competitive edge in the global market [15]