Core Viewpoint - The collaboration between Wuliangye and the Spring Festival Gala has evolved into a significant cultural partnership, showcasing the integration of traditional Chinese culture with modern consumer experiences, particularly during the festive season [5] Group 1: Partnership and Cultural Integration - Wuliangye has been the exclusive interactive partner of the Spring Festival Gala for four consecutive years, emphasizing the theme "Harmony and Beauty" [2][4] - The 2026 Spring Festival Gala featured Wuliangye prominently, showcasing the cultural heritage of Yibin, the birthplace of Wuliangye, to a global audience [4] - The partnership has transformed the abstract concept of "harmony" into a tangible experience for consumers during the festive season [5] Group 2: Consumer Engagement and Marketing Strategies - Wuliangye launched a series of interactive activities during the Spring Festival, including a real-time lottery with over 100,000 prizes, enhancing consumer engagement [2][4] - The brand's social media presence surged, with the hashtag 和美五粮液 幸福中国年 ranking among the top three on commercial hot search lists, reaching over 1.53 billion interactions [4] - Wuliangye's marketing strategies included product innovations tailored to various consumer segments, such as limited edition gift boxes and collaborations with popular figures [6][7] Group 3: Sales Performance and Market Impact - The brand's initiatives during the Spring Festival have historically resulted in significant sales growth, with a reported 25% increase in sales during the 2021 "Spring Festival Never Closes" campaign [8] - Wuliangye aims to embed its brand deeply into the cultural fabric of global consumers' New Year celebrations, enhancing its market presence [8] - The company plans to continue leveraging its "Harmony" cultural philosophy to resonate with consumers and enhance their festive experiences [8]

Core Insights - In 2026, Wuliangye will partner with the Central Radio and Television Station for the Spring Festival Gala for the fourth consecutive year, enhancing its brand presence among global Chinese audiences [1][4] - The collaboration has evolved from simple interaction to deep content integration, establishing Wuliangye as a significant cultural symbol during the New Year celebrations [4][10] Group 1: Partnership and Cultural Integration - Wuliangye's partnership with the Spring Festival Gala will see the event's first sub-venue in Yibin, the birthplace of Wuliangye, merging the brand's identity with local cultural heritage [3][8] - The event will showcase Yibin's unique cultural charm and brewing heritage, with performances that integrate local customs and the brand's history [8][10] Group 2: Marketing and Consumer Engagement - Wuliangye will distribute 100,000 "He Mei Hao Li" gifts during the gala, creating emotional connections with consumers through high-frequency interactions [4][6] - The interactive gift list includes various products and experiences, such as special wine gift boxes and a chance to win a high-value prize, reinforcing the brand's tradition of conveying emotions through gifts [6][12] Group 3: Comprehensive Marketing Strategy - The brand has developed a full-scenario communication matrix around the theme "He Mei Wuliangye, Happy Chinese New Year," targeting both young and traditional consumer groups [11][12] - Innovative collaborations with popular artists and IPs aim to resonate with younger audiences, enhancing brand visibility and sales [11][14] Group 4: Experiential Marketing and Brand Value - Wuliangye's flagship store, set to open on February 17, will serve as a physical embodiment of the brand's values, offering a space for cultural engagement and product experience [16] - The brand's marketing strategy emphasizes the integration of cultural symbols into consumer experiences, aiming to deepen connections with customers during the festive season [16]

"年兽"出自一个中国人耳熟能详的民间故事。据传，每年岁末，年兽下山，惊扰村庄。人们用鲜艳的红 色和喧闹的鞭炮声驱赶年兽，也由此演化、沉淀出了诸多沿袭至今的年俗。 《年兽归山》从这一家喻户晓的传说出发，在叙事上完成了一次巧妙的当代转译——影片中年兽有着双 重的意涵：它既承载着民俗传说中的神秘色彩，也被赋予了当代游子一年一度归乡与离去的现实隐喻。 当爷爷向孙女娓娓道来的睡前故事与动画设计师小李的回乡旅途交叠，神话与生活的边界也悄然溶解， 传统与当下开始彼此映照。传说中的年兽，人们用热闹将它驱赶；而今的"年兽"，家人却用热闹将他们 挽留。对离开与归来的全新诠释，构成了影片最为隽永的一笔。 《年兽归山》还通过大量充满生活质感的春节群像场景，勾勒出中国春节最真实也最熟悉的画面：写对 联、打扑克、唠家常、贴春联、放鞭炮、看春晚、走亲戚、看舞龙……这些充满烟火气的细节，让观众 在笑声中自然代入，也在回忆中强烈共鸣。 而这些真实细节的铺垫，也使得叙事情感在小李终于推开家门的那刻抵达高潮。三代人围坐在年夜饭桌 前，五粮液被郑重地摆在圆桌中央。灯光之下，热气腾腾的家常菜与温润的酒瓶交相辉映，画外音缓缓 落下："山那边，是梦想；山 ...

Group 1 - The "Great Beauty of Spring - 2026 Art Spring Festival Symphony Concert" was held at the National Convention Center, marking the beginning of a new year for China's cultural and artistic community [1][2] - The event, known as the "Spring Festival Gala" of the Chinese art world, has been held annually since 2013 and has attracted over a thousand artists from both domestic and international backgrounds [2][3] - The concert featured a variety of performances, including orchestral music, piano, violin, ballet, and vocal singing, creating a memorable auditory and visual feast [2][3] Group 2 - The event showcased several large-scale artworks, including the collective creation of three large paintings that celebrated the beauty of the motherland, and the grand piece "Ode to Peace," reflecting the theme of harmony and beauty [2][3] - The collaboration between Wuliangye and the "Great Beauty of Spring" event has evolved into a deep cultural integration, promoting the brand's spirit of craftsmanship and cultural depth within the art community [4][6] - Wuliangye has actively engaged in cultural activities, including organizing artists to create calligraphy and Spring Festival couplets at its production site, fostering a connection between artists and frontline workers [5][6] Group 3 - The partnership between Wuliangye and the "Great Beauty of Spring" event exemplifies the integration of a leading Chinese enterprise with a top cultural platform, enhancing cultural confidence and innovation [6] - Wuliangye has been involved in various cultural initiatives, including sponsoring major events and creating cultural IPs, which contribute to the innovative development of traditional Chinese culture [6]

春节，不仅是中华民族最深刻的文化基因，也日益成为世界感知中国、共享喜悦的重要窗口。在此美好 时节，五粮液（000858）以"和美"为核，以"共庆"为桥，启动"和美五粮液 五洲庆新春"全球品牌文化盛 宴，于全球多个国家和地区开展品牌体验活动。同时深度融入总台《2026年春节联欢晚会》，以"和美 好礼"独家互动合作伙伴之名，陪伴千家万户共度团圆时刻，生动诠释一个民族品牌如何以酒为媒，酿 造传世佳酿，深情陪伴消费者的"和美生活"。 举杯五粮液，开启"五洲庆新春"和美新篇 美酒是聚会的情感催化剂，亦是沟通友谊的桥梁。今年五粮液将以一杯东方酿造的至臻美酒，基于"全 球统一主题，区域特色落地"的核心策略，在美国、法国、俄罗斯、加拿大、韩国、马来西亚、缅甸、 新加坡等多个重点市场同步开展"和美五粮液 五洲庆新春"系列活动。 这并非简单的品牌曝光，而是一场深度的文化对话：在巴黎塞纳河畔的市集，在纽约时报广场的街头， 在东南亚国家的地标景点……五粮液将与当地庆贺新春的特色形式巧妙融合，通过沉浸式品鉴、文化交 流、艺术展陈等多元化体验，将中国白酒所蕴含的"和合共生 美美与共"的东方哲学，转化为全球消费 者可感知、可参与的文化语言 ...

除夕的钟声即将敲响，人们对和美团圆的渴望愈发急切。作为"和美"文化集大成者，五粮液不仅将在春 节期间推出《年兽归山》主题微电影、亮相中央广播电视总台春晚，更将以"和美五粮液五洲庆新春"活 动等富有文化内涵与时代气息的品牌实践，为全球消费者创造和美生活场景，积极融入大众生活欢庆时 刻，营造共庆新春、共享团圆的和美节日氛围。 春节，是中国人最深厚的情感寄托载体，也是刻在中国人血脉基因里的文化密码。今年新春，五粮液创 新文化表达，以光影艺术演绎传统民俗，推出《年兽归山》主题微电影，通过平行叙事讲述当代游子归 家与离去的现实寓言。 影片将年兽传说与游子返乡巧妙交织，那些一年一归、带来喧嚣与热闹的归乡年轻人，正是最温暖的现 代年兽。一句"新年到了，我就来了；鞭炮响了，我就走了"，道出了无数家庭的真实情感，也唤起观众 对团圆、离别与牵挂的深层共鸣。承载美好祝福的五粮液成为连接亲情、见证年味的重要一环。这也是 五粮液以年轻化、趣味化方式与消费者建立情感链接的又一品牌实践。 随着中华优秀传统文化影响力不断提升，春节早已跨越国界，成为全球华人共享的文化盛宴。今年春节 期间，五粮液将以 "和美五粮液五洲庆新春"为主题，在多个国家 ...

当一位新加坡米其林星厨在构思新菜单时，正在将中国白酒作为风味拼图中一块充满惊喜的"香料"。在 他手中，一杯五粮液（000858）可能被用来平衡炙烤龙虾的鲜甜，其复杂的谷物香气与焦糖尾韵，成为 解锁食材深层风味的"钥匙"。 基于味蕾本能、超越文化的中国白酒体验，正发生在全球越来越多顶级餐厅中。五粮液正以一场系统性 的"美酒+美食"全球行动，悄然改写中国白酒的国际叙事，开辟出一条从顶级餐桌过渡到日常生活的新 道路。 "餐酒场景" 全链融合 构建可感知的"中式体验"新范式 五粮液的海外活动逻辑清晰，通过米其林指南发布等大型活动让海外消费者认识白酒；通过高端私宴及 授权体验餐厅的定制菜单，让食客在极致搭配中体验白酒；再通过侍酒师专业讲解"五步品酒法"，以及 与米其林星厨大师课的深度结合，传播酿造工艺，使消费者从理性上认可白酒，形成可持续的品牌认同 及消费者培育循环。 所有体验的目的是建立情感与文化认同。五粮液将自身"各味谐调"的酿艺哲学升华为"和美"文化内核， 并通过"美食"这一世界通用语言进行传递。这使得五粮液超越了一种烈酒产品，成为能激发情感链接 的"中国味道"符号。 以食为天 以酒为引 烹调白酒文化的全球新叙事 ...

Core Viewpoint - The article discusses the transformation of the "Harmony and Beauty" culture into practical business practices, highlighting the strategic direction and initiatives of Wuliangye Group during the 29th Consensus Building and Sharing Conference on December 18 [2][4]. Group 1: Strategic Initiatives - Wuliangye has positioned 2026 as the "Year of Marketing Integrity and Innovation," focusing on enhancing brand value while implementing a dual-target strategy to improve market share and sales performance [6]. - The company introduced a series of measures to reshape traditional cooperation models, emphasizing a dual-track support system for partners that combines incentives with support [7][8]. - Wuliangye's proactive measures during market downturns, such as slowing down shipment rates and lowering payment requirements, reflect a commitment to long-term channel health over short-term performance [10]. Group 2: Cultural Integration - The conference activities, including a sacrificial ceremony and a cultural night, reinforced the cultural identity and heritage of Wuliangye, showcasing its commitment to blending traditional values with modern business practices [13][15]. - Wuliangye aims to create a "fate community" with its partners, transcending mere commercial contracts to foster emotional and cultural connections [17][19]. Group 3: Market Positioning - The company is transitioning from a product supplier to a platform provider, focusing on deep strategic collaboration with distributors to enhance their operational capabilities and market presence [22][24]. - Wuliangye's initiatives aim to establish a win-win ecosystem involving brands, distributors, and consumers, ensuring a stable and trustworthy market environment [26]. Group 4: Industry Leadership - Wuliangye's "Harmony and Beauty" paradigm extends beyond its operations, aiming to lead the entire liquor industry towards high-quality development and sustainable practices [28][30]. - The company is actively involved in setting industry standards and promoting the protection and inheritance of cultural heritage within the sector [32][33].

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]

Core Insights - The article discusses the 29th "12·18" Consensus Building and Sharing Conference held by Wuliangye, emphasizing the transformation of business contracts into deep emotional and value consensus [4][5] - Wuliangye aims to create a "community of shared destiny" among manufacturers and distributors, focusing on cultural resonance, emotional integration, and value co-creation rather than just profit distribution [5] Group 1: Event Overview - The "12·18" conference featured various activities, including a solemn sacrificial ceremony, a global partner singing competition, and an international distributor forum, showcasing Wuliangye's "Harmony and Beauty" culture [4][5] - The conference highlighted the release of the book "Wuliangye Harmony Theory," marking an upgrade from cultural advocacy to a theoretical system [5] Group 2: Strategic Focus - Wuliangye's chairman emphasized the need to balance "inheritance and innovation," "cultural value and economic benefits," and "national characteristics and international fashion" in the face of industry challenges [5] - The company, in collaboration with the China Alcoholic Drinks Association, released a declaration for high-quality development in the liquor industry, aiming to build a "harmonious and prosperous" community [5] Group 3: Marketing and Sales Strategy - Wuliangye's marketing strategy for 2026 is defined as "Marketing Integrity and Innovation Year," focusing on price strategy, market management, channel optimization, and terminal service empowerment [5] - The "5+5+5" strategic framework aims to enhance support for distributors in both Chinese and non-Chinese markets, ensuring a new type of manufacturer-distributor relationship [5] Group 4: Cultural and Emotional Engagement - The sacrificial ceremony and singing competition served as emotional and cultural bonding experiences, allowing distributors to feel a deeper connection to the brand [5] - The activities emphasized the importance of cultural heritage and emotional engagement in building a community of shared values and experiences [5] Group 5: Industry Outlook - The article notes that despite cyclical fluctuations in the industry, Wuliangye's understanding of industry dynamics and its commitment to cultural and emotional values provide confidence for future growth [5] - The company is positioned to navigate market changes by fostering a community that emphasizes trust, collaboration, and shared cultural identity [5]