"十四五"收官在即，中国酒业正站在新的十字路口。面对消费动力不足、厂商关系重构和产业升级压 力，"深度调整中的结构性变革"，成为2025年的关键词之一。 从生产端到营销端，"重塑"贯穿各个环节。1月18日，在贵州白酒技术与营销创新交流会上，吴勇提出 厂商关系重建、"4P理论"(产品、价格、渠道、促销)向"4C理念"(消费者、成本、便利性、沟通)转化等 系统任务，意味着酒企将从规模导向转向用户价值导向。 12月16日下午，在郑州举办的一场"酒文化"论坛上，酒业观察者、酒业公益品牌酉贤创始人吴勇对外发 布了"中国酒业2025十大趋势关键词"。从渠道变革到产品升级、从新技术应用到文化创意转型，这场基 于深入研究的总结与前瞻性分析，勾勒出未来行业发展的清晰路径。虽是一家之言，亦可窥见行业发展 的一隅。下文根据吴勇的演讲整理。 大象新闻记者 朱耒刚 一、"重塑"，深度调整是主基调 2025年，重塑也即深度调整成为中国酒业的核心基调。行业面临消费动力不足、渠道库存高企、价格倒 挂等多重压力。 一季度上市酒企业绩增速显著放缓，部分企业出现营收与净利润大幅下滑。这迫使企业从追求规模扩 张，转向挤压式增长和价值竞争。面对存量竞 ...

Core Viewpoint - Chengdu aims to enhance consumer vitality by creating more engaging, experiential, and trendy consumption scenarios through the optimization of consumption spaces, enrichment of supply, and innovation in consumption models [2] Group 1: Consumption Space and Supply - Chengdu will establish a four-tier system comprising key business circles, commercial streets, characteristic towns, and unique consumption scenarios, focusing on upgrading major commercial areas like Chunxi Road and Jiaozi Park to world-class standards [3] - The city will promote the transformation of cultural and sports landmarks into composite consumption landmarks, integrating commercial consumption with artistic appreciation and sports activities [3] Group 2: Year-Round Consumption Seasons - Chengdu plans to innovate attractive consumption scenarios by incorporating performing arts, sports, and entertainment, as well as creative installations and themed exhibitions to enhance the consumer experience [4] - The city will launch various cultural and tourism products, emphasizing the integration of culture and intangible heritage, while fostering new consumer brands and products under the "Guochao" (national trend) concept [4] Group 3: Economic Initiatives and Events - Chengdu aims to introduce over 800 new stores and host more than 200 high-profile events this year as part of its three-year action plan for the "first launch economy," focusing on original design and product releases [5] - The city will expand the "ticket root economy" alliance to enhance consumer experiences across dining, accommodation, travel, shopping, and entertainment, while also innovating in digital consumption through AI and robotics [5]