文 | 晏清 10月23日，秦岭论道，共鉴新程——2025中国酒业发展研讨会暨西凤酒新品上市发布会在宝鸡举行。行业专家、企业领袖与政府代表齐聚一堂，共同探讨 酒业转型的路径与方向。 这场活动，既是对三千年凤香技艺的致敬，也是对酒业如何穿越周期、回应时代的一次深度思考。 需求分化、竞争加剧，行业发展迎挑战 当前的中国酒业，正呈现出"韧性与挑战并存"的复杂局面。一方面，产业基础持续夯实，结构升级加速，数字化渗透加深；另一方面，消费需求分化、成 本压力上升、市场竞争加剧等问题日益凸显。 这种转变背后，是酒业发展逻辑的根本性变化。过去依靠价格提升和渠道扩张的增长模式已不再适应时代，取而代之的是对品质、文化和消费体验的深度 挖掘。 "红西凤·公元陆壹捌"的推出，展现了西凤酒对传统价值的深度挖掘。 作为西凤酒"国"系列的高端核心战略产品，其以公元618年——大唐开国之年暨西凤酒前身"昌顺振"酒坊载册之年命名，通过精心设计的"公元陆壹捌"的 印章和酒海徽标，将品牌的历史底蕴具象化。国家文物酒海陈藏、中华老字号、国家地理标志产品三重认证，更为其品质提供了权威背书。 中国酒类流通协会会长秦书尧指出，酒业调整的本质是螺旋式发展。 ...

Core Insights - The development of the wine estate model in China reflects a shift in consumer demand towards lifestyle experiences rather than just product sales, indicating a transformation in the traditional liquor industry [1][2] - The establishment of the China Wine Estate Innovation Research Institute aims to support high-quality development in the Chinese liquor industry by fostering cultural expression and innovative marketing models among wine estates [2][3] - The collaboration among various industry organizations and enterprises is essential for enhancing the value and positioning of Chinese wine estates within the broader context of agriculture and cultural tourism [3] Group 1 - The wine estate model combines brewing techniques, ecological tourism, consumer experiences, and cultural displays, becoming a new choice for pursuing a better lifestyle [1] - The transition from traditional liquor sales to lifestyle-oriented offerings is a necessary response to changing consumer trends and market competition [1] - The wine tourism innovation is emerging as a cluster, breaking through in areas such as wine estate culture, marketing, products, experiences, and communication [1] Group 2 - The China Wine Estate Innovation Research Institute was co-founded by the Beijing Wine Tourism Culture Development Center and Chengdu Shangshan Times Cultural Communication Co., Ltd. to facilitate the development of wine estates [2] - The institute has received support from various educational and industry organizations, forming a robust platform for marketing and promotional services [2] - The marketing revolution in the liquor industry is urgent, requiring a balance between tradition and modernity to achieve significant breakthroughs [2] Group 3 - The chief experts of the China Wine Estate Innovation Research Institute are inviting industry organizations and enterprises to join in a collaborative platform for resource integration and value enhancement [3] - The focus is on the integration of "liquor + agriculture + cultural tourism" to promote continuous development of Chinese wine estates [3] - The goal is to achieve a collective, personalized, and sustainable development of wine estates in China [3]

Core Viewpoint - The recent ban on alcohol in work meals is seen as a significant challenge for the Chinese liquor industry, but it may also present an opportunity for transformation and rebirth [1][2]. Group 1: Challenges Faced by the Industry - The ban on alcohol in work meals directly suppresses demand in key consumption scenarios such as business banquets and official receptions, leading to a potential decline in market share for liquor companies, especially those focused on high-end products [2][4]. - The reliance on specific consumer groups and consumption scenarios has made the industry vulnerable, as the previous consumption model was closely tied to power, status, and exchanges of benefits [4]. Group 2: Opportunities for Transformation - The policy shift encourages the liquor industry to reassess its market positioning, moving from a focus on obligatory consumption to one that emphasizes emotional resonance and consumer needs [4][5]. - Companies must adopt a consumer demand-oriented approach, redefining product and brand value to align with the emotional and psychological needs of consumers, rather than solely focusing on product quality and uniqueness [5][6]. Group 3: New Development Directions - The industry should explore new consumption scenarios beyond traditional business and family gatherings, such as tourism and outdoor activities, to find new growth points [8][9]. - Experience-based marketing is identified as a crucial future direction, allowing consumers to engage in immersive experiences related to liquor, enhancing brand loyalty and emotional connection [9][11]. - Cultural innovation is essential for the industry's competitiveness, combining traditional and modern cultural elements to create appealing liquor culture that attracts younger consumers [11].