【中国白酒网】刘兵做酒水生意多年，前两年在重庆渝北开了一家烟酒店，成为某酒水连锁的加盟 商。 但过去小半年，市场的冷淡让他失去了热情，朋友圈一个月也更新不了几次，前段时间干脆带家人 去了趟北京散心。 但最近两周，刘兵又"回归"朋友圈了。上周刚转了刘强东给季克良祝酒的视频，这两天又开始发起 几家白酒的中秋营销海报。 刘兵告诉记者，近期询价、拿酒的客户又多了起来，"飞天、普五、1573都有，青花郎也有部分， 主要是送礼和请客，只是拿货量少，用几瓶拿几瓶。" "淡季躺倒，旺季干活"，是今年很多酒商的写照。 二季度以来，白酒商务宴请需求明显下行，烟酒店的高端白酒少有光顾，只能靠大众价位的光瓶 酒、扫码促销的次高端白酒保住流水。 国庆中秋双节临近，记者走访了重庆渝北、沙坪坝等地十几家商超，包括大型连锁超市、本地超 市、酒水连锁、社区烟酒店。记者综合各类终端的反馈，最近半个月各家商超、烟酒门店的白酒销量有 明显回升，但今年各类高端白酒、次高端白酒的价格整体都低于往年，并且整体销售情况不及往年同 期。一家酒水连锁告诉记者，今年双节订单同比有两位数的下滑。 商务需求低迷，所有酒企对中秋团聚、宴席用酒的营销都更为重视了，而高端 ...

（原标题：白酒双节行情记：名酒需求回暖 价格普遍低于往年 ｜双节看消费） 21世纪经济报道记者肖夏 实习生侯朝霞 重庆报道 刘兵做酒水生意多年，前两年在重庆渝北开了一家烟酒店，成为某酒水连锁的加盟商。 但过去小半年，市场的冷淡让他失去了热情，朋友圈一个月也更新不了几次，前段时间干脆带家人去了 趟北京散心。 但最近两周，刘兵又"回归"朋友圈了。上周刚转了刘强东给季克良祝酒的视频，这两天又开始发起几家 白酒的中秋营销海报。 刘兵告诉21世纪经济报道记者，近期询价、拿酒的客户又多了起来，"飞天、普五、1573都有，青花郎 也有部分，主要是送礼和请客，只是拿货量少，用几瓶拿几瓶。" 国庆中秋双节临近，21世纪经济报道记者走访了重庆渝北、沙坪坝等地十几家商超，包括大型连锁超 市、本地超市、酒水连锁、社区烟酒店。记者综合各类终端的反馈，最近半个月各家商超、烟酒门店的 白酒销量有明显回升，但今年各类高端白酒、次高端白酒的价格整体都低于往年，并且整体销售情况不 及往年同期。一家酒水连锁告诉记者，今年双节订单同比有两位数的下滑。 （重庆某酒水连锁门店，侯朝霞摄） 商务需求低迷，所有酒企对中秋团聚、宴席用酒的营销都更为重视了，而 ...

刘兵做酒水生意多年，前两年在重庆渝北开了一家烟酒店，成为某酒水连锁的加盟商。 但过去小半年，市场的冷淡让他失去了热情，朋友圈一个月也更新不了几次，前段时间干脆带家人去了 趟北京散心。 但最近两周，刘兵又"回归"朋友圈了。上周刚转了刘强东给季克良祝酒的视频，这两天又开始发起几家 白酒的中秋营销海报。 刘兵告诉21世纪经济报道记者，近期询价、拿酒的客户又多了起来，"飞天、普五、1573都有，青花郎 也有部分，主要是送礼和请客，只是拿货量少，用几瓶拿几瓶。" "淡季躺倒，旺季干活"，是今年很多酒商的写照。 二季度以来，白酒商务宴请需求明显下行，烟酒店的高端白酒少有光顾，只能靠大众价位的光瓶酒、扫 码促销的次高端白酒保住流水。 国庆中秋双节临近，21世纪经济报道记者走访了重庆渝北、沙坪坝等地十几家商超，包括大型连锁超 市、本地超市、酒水连锁、社区烟酒店。记者综合各类终端的反馈，最近半个月各家商超、烟酒门店的 白酒销量有明显回升，但今年各类高端白酒、次高端白酒的价格整体都低于往年，并且整体销售情况不 及往年同期。一家酒水连锁告诉记者，今年双节订单同比有两位数的下滑。 商务需求低迷，所有酒企对中秋团聚、宴席用酒的营销都更 ...

记者丨肖夏 实习生侯朝霞 编辑丨高梦阳 刘兵做酒水生意多年，前两年在重庆渝北开了一家烟酒店，成为某酒水连锁的加盟商。 但过去小半年，市场的冷淡让他失去了热情，朋友圈一个月也更新不了几次，前段时间干脆带 家人去了趟北京散心。 但最近两周，刘兵又"回归"朋友圈了。 上周刚转了刘强东给季克良祝酒的视频，这两天又开 始发起几家白酒的中秋营销海报。 刘兵告诉21世纪经济报道记者，近期询价、拿酒的客户又多了起来，"飞天、普五、1573都 有，青花郎也有部分，主要是送礼和请客，只是拿货量少，用几瓶拿几瓶。" 名酒价格低于往年 刘兵的烟酒门店在重庆中央公园商圈附近，周边全是2015年以后的新小区、次新小区，客户主 要是附近中小企业老板和周边社区的住户。 "淡季躺倒，旺季干活" ，是今年很多酒商的写照。 二季度以来，白酒商务宴请需求明显下行，烟酒店的高端白酒少有光顾，只能靠大众价位的光 瓶酒、扫码促销的次高端白酒保住流水。 国庆中秋双节临近，21世纪经济报道记者走访了重庆渝北、沙坪坝等地十几家商超，包括大型 连锁超市、本地超市、酒水连锁、社区烟酒店。记者综合各类终端的反馈，最近半个月各家商 超、烟酒门店的白酒销量有明显回升，但 ...

21世纪经济报道肖夏 综合报道 上周末，川超正式拉开，临近双节旺季的白酒企业终于迎来了新的营销阵地——郎酒、舍得、老窖等四 川酒企纷纷加入球队冠名商、官方合作伙伴队伍。 川超联赛拉开，舍得、郎酒等四川酒企亮相 9月20日，2025-2026四川省城市足球联赛首场比赛正式拉开，赞助比赛的四川名酒也拉开了营销阵势。 在成都领克队对阵遂宁舍得干队的开幕战上，舍得、郎酒双双高调亮相。来自遂宁射洪的舍得，不仅成 为遂宁队的冠名商，也宣布成为首届川超联赛的官方支持企业。 郎酒也全方位拥抱"川超"，青花郎则成为川超首席至尊合作伙伴，红花郎将重点联系成都队，小郎酒将 推出二十多款"川超联名城市版、盲盒版"，融入川超以及21座参赛城市的符号，计划在全省21个地市州 展开全域营销，并通过"喝郎酒，赠门票"的互动方式，邀请郎酒消费者到"川超"现场感受比赛氛围。 类似舍得冠名遂宁队，泸州老窖也冠名了泸州队，泸州队将以"泸州老窖队"的身份征战川超联赛。 中国酒业ESG评级平台2.0上线 酒类全赛道覆盖 9月18日，2025年中国酒业协会酒与社会责任促进工作委员会年会暨全国理性饮酒宣传周新闻发布会在 北京举行。 中国酒业ESG评级平台2 ...

Core Viewpoint - The article discusses a marketing conflict between two Chinese liquor companies, Yanghe and Jinshiyuan, sparked by provocative advertising campaigns that target each other, indicating a competitive landscape in the liquor industry. Group 1: Marketing Strategies - Yanghe's recent marketing campaign features a poster with the message emphasizing self-improvement and patience, which is seen as a response to Jinshiyuan's earlier ads that contained pointed references to Yanghe [1][3]. - Jinshiyuan's two recent ads focus on the quality of their liquor, questioning the importance of aging and promoting a communal drinking experience, which are perceived as direct jabs at Yanghe's offerings [5][8]. - The controversy escalated when it was revealed that Jinshiyuan's ads were not officially sanctioned, leading to internal communications about managing the fallout and avoiding negative comments about competitors [7][8]. Group 2: Financial Performance and Goals - Jinshiyuan's flagship brand, Guo Yuan, achieved over 10.84 billion yuan in revenue last year, accounting for 94.5% of the company's total revenue, highlighting its significance in the company's national expansion strategy [9]. - The company aims to increase its market share outside its home province, with a target of over 20% by 2025, but current progress suggests this goal may be difficult to achieve [15]. - Despite a revenue increase of over 27% in provincial markets last year, Jinshiyuan's overall market share remains below 9%, indicating challenges in scaling operations [15]. Group 3: Cost and Profitability Challenges - Jinshiyuan's push into the high-end liquor market has resulted in increased costs, with the cost of goods sold rising significantly compared to revenue growth, leading to a decline in gross margins for its premium products [15]. - The projected gross margins for Jinshiyuan's premium products are lower than previously anticipated, indicating potential profitability challenges in the near future [15].

Core Viewpoint - The marketing strategy of Laozhuangzhang liquor, which includes inserting cash and vouchers into bottle caps, has become a viral sensation on social media, showcasing a unique blend of nostalgia and modern marketing tactics [3][12][50]. Marketing Strategy - Laozhuangzhang has been inserting cash, primarily in the form of RMB and occasionally USD, into bottle caps for many years, creating a buzz among consumers [4][6][8]. - The marketing approach is described as both innovative and retro, appealing to a wide audience by providing immediate rewards that resonate with everyday life [10][30]. - The brand has successfully created a subculture around its promotional activities, with consumers sharing their experiences of finding cash in bottles, thus enhancing its social media presence [12][50]. Consumer Engagement - The excitement of potentially finding cash or valuable prizes in a low-cost product has attracted not only regular drinkers but also younger consumers who may not typically purchase alcohol [60][63]. - The marketing strategy taps into the emotional and social aspects of consumption, where finding cash can lead to family happiness and shared joy [63][64]. Historical Context - Laozhuangzhang liquor was established in 2001 and has focused on being a low-cost, accessible product, avoiding the high-end market [70]. - The brand's marketing has evolved alongside China's urbanization, reflecting the changing dynamics of consumer behavior and societal trends [74][76]. Sales Performance - At its peak, Laozhuangzhang's sales reached 6 billion RMB, making it one of the largest liquor brands in China, although recent years have seen a decline in revenue [76].