【导读】大家抢到了吗？ 中国基金报记者 泰勒 大家好，今天抢茅台了吗？ 1月1日， 2026年的第一天，上午9时起，每人每日可在i茅台购买12瓶飞天茅台酒！2025年12月31日晚间，据"贵州 茅台"官方消息，2026年1月1日起，i茅台App焕新改版，将原有的"享约·申购"与"畅享·云购"整合升级为统一的"i 购"入口。在"i购"页面，用户可直接购买所有i茅台App的在售商品。 1月1日上午9时，飞天53%vol 500ml贵州茅台酒（2026）正式发售，每位用户目前每日最多可购买12瓶。每日投放量 会综合考虑防止炒作、供需适配和市场稳定确定，当日售完即止。之后，每日上午9时准点开售。 据泰勒观察， 本次投放从9点开始，每五分钟投放一次，系统也多次出现"库存不足""系统繁忙"。 本次主要上架的是 2026年的新飞天茅台，2019—2024年的次新飞天仍未展开销售。截至上午九点半，本轮投放已经售罄。 点了半天i茅台上第一次中,不管他后面值不值,就当是新的一年好手气! 不过也有不少网友在社交媒体上晒出了自己的订单。 仁怀市河滨街贵州茅台自营店 应付合计: ¥2998 关注了好久了飞天，也是在新年伊始,抢到了茅台 ...

运营商财经网 周颖/文 近日，金沙酒业核心管理层人员发生调动，韩玉国升任为公司副总经理兼营销中心总经理。 运营商财经网副总编刘平表示，在白酒板块业绩表现不及预期的背景下，华润此次任命了一位从基层一 线成长起来的白酒营销老兵管理核心销售工作，而他能否带领金沙酒业应对挑战，还需市场检验。 （责任编辑：周颖） 公开资料显示，韩玉国于2007年加入金沙酒业，从公司遵义销售部的基层业务员做起，后历任多个管理 岗位，并与其团队在五年时间内，将遵义市场的年销售额从418万元提升至1亿元左右。2019年，韩玉国 成为湖北市场负责人，并带领团队在三年时间里将湖北市场的销售额从1500万元提升至1.6亿元。 2023年华润啤酒收购金沙酒业后，韩玉国通过竞聘获任为湘鄂赣大区总经理，后于今年12月份升任为公 司副总经理兼营销中心总经理，统筹负责公司市场、销售与品牌等工作，而原营销中心总经理王维龙已 从公司离职，任职仅一年左右。可以看出，韩玉国长期在一线工作，积累了丰富的白酒营销经验。 据悉，华润啤酒自2022年斥资123亿元收购金沙酒业55.19%股权后，多次更换董事长、总经理等核心管 理岗位，来自华润体系的高管占据重要位置。 但在 ...

12月7日，钓鱼台发布声明称，近期，在抖音、视频号等平台出现两款与"钓鱼台"商标极度相似，产品 名称分别为"JUN SAI TAI VIP LIQUR"和"DIAO SAI TAI VIP LIQUR"的白酒产品，出品方分别为"贵 州天品酒业有限公司"和"贵州钓赛台酒业有限公司"，对此侵权行为，钓鱼台将采取必要措施依法追究 侵权方法律责任，并提醒广大消费者，在购买"钓鱼台"品牌白酒时务必选择官方渠道，避免合法权益受 到侵害。 劲酒回应"神仙水"传言 12月7日，针对近日"劲酒是'神仙水'，可治姨妈痛"的网络热议，劲牌微博官方账号做出回应称，劲酒 是一款具有"免疫调节、抗疲劳"功能的保健酒，并非药品，日常饮用需适量，特别是女性在生理期或身 体不适时，应遵循医嘱。 会稽山·兰亭入选马克龙访华国礼清单 【酒食日报】12月8日 星期一 1、浙江绍兴茅台文化体验馆开业 2、西凤电商多维发力奋战营销高峰 3、 钓鱼台发布打假声明 4、劲酒回应"神仙水"传言 5、会稽山·兰亭入选马克龙访华国礼清单 6、中国轻工 业联合会赴李渡调研 7、1.76万瓶假酒被集中销毁 8、泸州老窖定制酒在歪马首发浙江绍兴茅台文化体 验馆开业 1 ...

Core Insights - The demand for high-end liquor has been declining, leading to a significant drop in sales for many liquor retailers, particularly during the second quarter of the year [1][2] - Despite a recent uptick in inquiries and orders, the overall sales volume and prices of high-end liquor remain lower than in previous years, with many retailers reporting a double-digit decline in orders for the upcoming holidays [1][9] - Marketing strategies among liquor brands are diversifying, with a focus on mid-range products and promotional activities to stimulate sales during the holiday season [4][7] Group 1: Market Trends - Retailers have observed a noticeable increase in inquiries and orders for high-end liquor in the last two weeks, particularly for brands like Moutai and Wuliangye, primarily for gifting and gatherings [2][3] - The overall sales of high-end and mid-range liquor are still below last year's levels, with many retailers relying on lower-priced products to maintain revenue [1][5] - The price of Moutai has seen slight fluctuations, with retail prices ranging from 1900 to 2000 yuan, but overall, prices have not significantly rebounded from earlier declines [5][6] Group 2: Brand Strategies - Major liquor brands are intensifying their marketing efforts for the upcoming Mid-Autumn Festival and National Day, with companies like Wuliangye and Moutai launching various promotional campaigns [4][7] - There is a notable price stabilization for certain high-end products, such as Guojiao 1573, which has maintained a consistent wholesale price, contrasting with the fluctuating prices of other brands [7][8] - The competitive landscape is shifting, with brands like Wuliangye and Guojiao 1573 experiencing different pricing strategies, reflecting their unique market positioning and sales focus [7][8] Group 3: Consumer Behavior - The majority of recent purchases are for gatherings or banquets, with many consumers opting for smaller quantities rather than bulk purchases, indicating a cautious approach to spending [5][9] - Retailers report that customers are increasingly price-sensitive, with many opting for promotions and discounts available through online platforms [6][10] - The overall sentiment among retailers is one of caution, with expectations that this year's holiday sales will not match the previous year's performance [9]

Core Insights - The demand for high-end liquor has been declining, leading to a significant drop in sales for many liquor retailers, particularly in the context of the upcoming Mid-Autumn Festival and National Day [1][3][6] - Recent weeks have shown a slight recovery in liquor sales, but overall prices for high-end and mid-range liquors remain lower than in previous years, with some retailers reporting a double-digit decline in orders compared to last year [1][3][6][14] Sales Trends - Liquor sales have seen a noticeable increase in the last two weeks, particularly for well-known brands like Moutai and Wuliangye, driven by gift-giving and social gatherings [1][3][4] - Despite the uptick in sales, the prices of high-end liquors have not significantly rebounded, with many products still priced lower than during the same period last year [1][3][6][14] Marketing Strategies - Liquor companies are focusing more on marketing for the Mid-Autumn Festival and National Day, with various promotional activities being launched both online and offline [6][7] - Major brands like Wuliangye and Moutai are collaborating with media events to enhance visibility and drive sales during the festive season [6][7] Pricing Dynamics - The pricing strategies among different brands have diverged, with some brands maintaining stable prices while others are offering discounts to stimulate sales [10][12] - The price gap between major brands has narrowed, particularly between Wuliangye and Guojiao 1573, indicating a shift in market dynamics [10][12] Inventory Management - Retailers are cautious about stocking high-end liquors due to fluctuating prices and uncertain demand, often limiting their inventory to a few cases [9][14] - The trend of purchasing smaller quantities has become prevalent, with customers opting to buy only what they need for immediate consumption rather than stocking up [9][14] Market Outlook - Despite recent improvements in sales, the overall sentiment in the market remains cautious, with expectations that this year's festive sales will not match last year's performance [14] - Increased competition from online platforms and promotional activities is further complicating the market landscape for traditional liquor retailers [14]

Core Insights - The liquor market is experiencing a seasonal recovery, particularly in the lead-up to the National Day and Mid-Autumn Festival, but overall sales remain below last year's levels [1][12] - High-end liquor prices are generally lower than in previous years, with significant price sensitivity among consumers [2][9] - There is a noticeable shift in consumer purchasing behavior, with customers buying smaller quantities and focusing on well-known brands for gifting and gatherings [1][7] Market Trends - Business demand for high-end liquor has declined, leading companies to emphasize marketing for festive gatherings and family reunions [2][5] - Sales of premium brands like Moutai and Wuliangye have seen some recovery, but overall sales volume and prices are still lower than in previous years [3][4][10] - The price of Moutai has fluctuated between 1900 to 2000 yuan per bottle, with minimal significant increases observed recently [7][10] Consumer Behavior - Consumers are increasingly cautious, purchasing only a few bottles at a time rather than bulk buying as in previous years [1][12] - The majority of recent purchases are for gatherings, with many stores reporting that leftover liquor can be returned [7][12] - There is a growing trend of promotional activities from online platforms, which adds competitive pressure on traditional liquor retailers [12] Brand Strategies - Different brands are adopting varied strategies in response to market conditions, with some focusing on maintaining stable prices while others prioritize sales volume [9][11] - The price gap between major brands is widening, with Moutai and Wuliangye maintaining their market positions while other brands struggle to keep up [10][11] - Promotions and collaborations with events like the CCTV Mid-Autumn Festival Gala are being utilized by brands to boost visibility and sales [5][6]

Core Viewpoint - The demand for high-end liquor has declined significantly, leading to a cautious market environment where brands are adjusting their strategies to cope with lower sales and price sensitivity [4][10][14]. Group 1: Market Trends - Recent months have seen a noticeable decline in the demand for high-end liquor, with many retailers relying on lower-priced options to maintain sales [4][10]. - As the Mid-Autumn Festival and National Day approach, there has been a slight recovery in liquor sales, but overall sales remain below last year's levels, with some retailers reporting a double-digit percentage drop in orders [6][12][14]. - The prices of high-end liquor are generally lower than in previous years, with many brands experiencing only slight price increases recently [5][10][14]. Group 2: Consumer Behavior - The majority of recent liquor purchases are for gatherings or banquets, with customers typically buying only a few bottles at a time rather than bulk orders [10][12]. - Retailers have noted that customers are increasingly price-sensitive, leading to a cautious approach in inventory management, with many stores limiting their stock of high-end liquor [12][14]. Group 3: Brand Strategies - Major liquor brands are focusing on marketing strategies for the upcoming holidays, with companies like Moutai and Wuliangye launching promotional campaigns [8][9]. - There is a noticeable divergence in pricing strategies among brands, with some maintaining stable prices while others are more aggressive in discounting to stimulate sales [11][14]. - The competitive landscape is intensifying, with online platforms frequently offering promotions that challenge traditional retail sales [15].

Group 1: Marketing and Sponsorship Activities - Sichuan liquor companies, including Langjiu and Shede, have joined the sponsorship of the Sichuan Super League, marking a new marketing strategy as the peak season approaches [1][2] - Shede has become the naming sponsor for the Suining team and announced its status as an official supporter of the inaugural Sichuan Super League [2] - Langjiu has launched over 20 "Sichuan Super League co-branded city versions" and plans to implement a comprehensive marketing strategy across 21 cities in Sichuan [2] Group 2: Financial Performance and Business Models - Zhenjiu Li Du Group announced that its new product "Dazhen Zhenjiu" has achieved a revenue of 3.7 billion yuan through a group purchasing model [4][6] - The company has attracted over 7,000 clients to its "Wanshang Alliance," with more than 2,860 clients signing contracts, resulting in sales exceeding 100,000 boxes [6] - Yingjia Gongjiu reported a decline in revenue and profit for the first half of the year, with a target of 7.6 billion yuan in revenue for 2025, reflecting a 3.49% year-on-year growth [8][9] Group 3: Industry Developments and Changes - The China Alcohol Industry ESG Rating Platform 2.0 has been launched, expanding its coverage to include over ten categories of alcoholic beverages [3] - The appointment of Haiying Cheng to the board of Water Jiufang indicates a strategic move to enhance financial oversight, given her background in major beverage companies [12] - The investigation of Zhou Zhenqian from Kweichow Moutai for serious violations highlights ongoing regulatory scrutiny within the industry [13]

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].