每经记者｜余蕊均 每经编辑｜杨欢 刚刚过去的"超级黄金周"，成都交出一份亮眼成绩单：据文旅大数据综合测算，10月1日至8日，全市共接待游客2862.3万人次、按可比口径增长5.3%，人均 旅游消费1025.3元，增长7.7%。 与以往稍显不同的是，这份热闹不只属于各大商圈街区等传统打卡点，也不限于赛事展演等新兴流量池，一个覆盖成都多个区（市）县、名为秋季"村糖 会"的新去处，成了成都这个假期承接人潮的"新景点"。 什么是"村糖会"？这一"成都造"IP横空出世背后，究竟藏着哪些深层考量？ 搭建新平台 推进"酒旅融合" 秋季"村糖会"，很容易让人联想到著名的春季糖酒会——每年3月，全国糖酒商品交易会都会"登陆"蓉城，白酒经销商们常以"春糖"代指与成都的这场"一期 一会"。 作为迄今唯一没有中断过的国家级展会，截至目前，70年糖酒会有35次落子成都，并多次出现"拉动GDP超100亿元"的盛况。今年的成都市政府工作报告更 明确将"打响全国糖酒会'过完春节过春糖'品牌"作为加力扩大有效需求、稳住经济大盘的一项重要内容。 "春糖"在前，成都为何还要再造一个"村糖"？ 本组图片来源：成都日报 《每日经济新闻》记者从负责牵头 ...

Core Viewpoint - Shede Liquor achieved significant improvement in its Q1 2025 performance, with net profit surpassing the total for the entire year of 2024, indicating a successful strategic shift towards rational growth and inventory reduction [1][2][3]. Financial Performance - Q1 2025 revenue reached 1.576 billion yuan, a 75.68% increase compared to the previous quarter [2] - Net profit for Q1 2025 was 346 million yuan, exceeding the total net profit of 345.8 million yuan for the entire year of 2024 [2] - Operating cash flow net amount increased by 106.76% year-on-year, indicating improved financial health [2] - Inventory costs decreased by 11.25% year-on-year, and management expenses fell by 25.24% year-on-year, reflecting enhanced operational efficiency [3]. Strategic Initiatives - The company has implemented a "stable price, control inventory, and strengthen sales" strategy, leading to a gradual return of inventory to reasonable levels [4] - E-commerce sales grew to 205 million yuan in Q1 2025, a 36.71% year-on-year increase, showcasing the effectiveness of dual-channel optimization [4] - The company is focusing on core products to strengthen market presence, with significant growth in sales of major products during the Spring Festival [4]. Brand Development - Shede Liquor has engaged in various high-visibility marketing initiatives, including sponsorship of cultural events and programs, enhancing brand exposure [5] - The company is actively pursuing a "C-oriented" brand strategy, integrating ecological, cultural, and old liquor elements to enhance brand influence and consumer value [4][5]. Long-term Growth Strategy - The company is developing a liquor tourism integration project, which aims to enhance long-term quality development and local economic growth [6][7] - The project includes the establishment of an ecological brewing industrial park and a cultural resort, aiming to merge international perspectives with Chinese elements [7]. - The resilience and strategic focus on old liquor are expected to yield long-term benefits, with a strong certainty of performance improvement in 2025 [7].

Core Insights - The event "Jinsha Red Sorghum Festival" marks a strategic shift in the liquor industry from scale expansion to value cultivation, emphasizing a new phase of scientific and systematic development in the upstream region of the Chishui River [3][12] - The integration of wine and tourism is becoming a core pathway for connecting consumers with production areas, brands, and values, transforming the perception of production areas from mere geographical labels to entities embodying quality, culture, and ecology [4][10] Strategic Development - Jinsha Liquor Industry is evolving from a traditional liquor producer to a builder of regional ecosystems and a promoter of value co-creation, highlighting the importance of sustainable development in the liquor industry [8][19] - The "Jinsha Red" brand IP has transitioned from a simple celebration of sorghum planting to a comprehensive value ecosystem that integrates raw material tracing, craftsmanship, cultural heritage, and consumer experience [4][10] Experience Enhancement - The launch of the "Return to Upstream: See Jinsha" factory tour project aims to enhance consumer experience and leverage regional resource advantages, guiding consumers through the brewing process to unlock the flavor and quality logic of sauce-flavored liquor [11] - The strategic upgrade of the sealing ceremony focuses on emotional and memory-carrying functions, evolving into a cultural service that combines ritual experience, time expectations, and emotional attachment [11] Scientific Empowerment - The scientific value forum held alongside the festival revealed the ecological scarcity and unique brewing characteristics of the Jinsha County production area, marking a shift towards a scientific and systematic approach to regional development [12][14] - The forum's findings provide quantifiable and traceable scientific evidence for the quality of the production area, redefining the genetic basis of "smooth and mellow sauce aroma" [14][17] Future Outlook - The development of the Jinsha production area is entering a new historical stage, with plans to enhance wine-tourism integration and improve consumer engagement through better facilities and services [19] - The future competition in the liquor industry will focus on ecosystem competition, emphasizing collaboration and shared growth among various stakeholders in the production area [19]

Core Viewpoint - The article discusses the revitalization of traditional culture into an industrial IP through the development of the Daizhou Huangjiu industry in Shanxi Province, highlighting its historical significance and future growth potential [1][3]. Industry Development - The Daizhou Huangjiu industry aims to establish itself as a "world-class specialty wine region" and "hometown of Huangjiu" in China, leveraging the opportunities presented by the construction of specialized towns in Shanxi Province [2][6]. - In 2022, Daizhou Huangjiu was recognized as one of the first ten provincial key specialized towns in Shanxi, prompting the county to implement various supportive policies to encourage enterprise growth and market expansion [6][7]. Historical Significance - Daizhou Huangjiu has a rich history, originating from the Yangshao culture, flourishing during the Han and Tang dynasties, and becoming renowned in the Song and Yuan dynasties, earning the title of a typical representative of northern Huangjiu [3][6]. - The "Daizhou Huangjiu Production Technique" was included in Shanxi's intangible cultural heritage list in 2011, and a geographical indication trademark was registered in 2024, showcasing its cultural and regional significance [3][6]. Economic Growth - The number of market entities in the Daizhou Huangjiu specialized town doubled from 102 to 208, while the number of Huangjiu production enterprises increased from 27 to 68, reflecting a growth of over 150% [7]. - Total production capacity surged from 18,000 tons to 130,000 tons, a 620% increase, and annual output value rose from 120 million yuan to 551 million yuan, marking a 360% growth [7]. Innovation and Collaboration - The county promotes a "company + cooperative + farmer" model for raw material base construction, encouraging farmers to cultivate 10,000 acres of millet [9]. - Collaborative agreements have been established with various regions, including a strategic partnership with the Fenyang production area and a cooperation agreement with Shaoxing City, enhancing regional synergy and development [10]. Future Goals - The county aims to achieve a comprehensive output value of over 1 billion yuan by 2025 and exceed 2 billion yuan by 2027, establishing itself as a leading Huangjiu brand and a distinctive industrial town [10].

Core Viewpoint - The "Shede·Oriental Mediterranean" project, a joint investment of 10 billion yuan, aims to integrate liquor and tourism, enhancing the cultural and experiential aspects of the liquor industry while addressing the challenges faced by traditional liquor brands [1][3]. Investment and Project Overview - The project is a collaboration between Shede Liquor, the government of Shehong City, and ClubMed, with a total investment of 10 billion yuan, and is expected to be completed by 2029 [1][2]. - The project includes five thematic areas: "Ecological Shede," "Years of Shede," "Celebration of Shede," "Free Shede," and "Homecoming Shede," each offering different experiential scenarios [2]. Industry Context and Challenges - The liquor and tourism integration is becoming a significant transformation strategy for the liquor industry, with many companies exploring this model [4]. - Despite the growing interest, the liquor tourism sector in China is still in the exploratory phase compared to established wine tourism in regions like Bordeaux and Napa Valley [4]. Operational and Cultural Integration - The core of liquor-tourism integration is not merely adding a tourism component but enhancing the liquor industry through cultural and experiential offerings [3][5]. - The project aims to provide new branding channels and enhance consumer engagement through cultural and emotional experiences [3]. Location and Accessibility - The geographical advantage of Shehong City, located between Chengdu and Chongqing, is crucial for attracting a broader tourist base, with travel times expected to be reduced to one hour due to high-speed rail developments [6]. Professional Management and Sustainability - The integration of professional management resources, such as those from Fosun Tourism, is essential for overcoming operational challenges in the liquor-tourism sector [6]. - The project must establish a sustainable business model, as the tourism industry typically has long investment cycles and relies heavily on real estate [6]. Cultural Depth and Future Outlook - The depth of cultural exploration will determine the success of the liquor-tourism integration, with Shede's unique cultural philosophy being a key asset [7]. - The industry consensus is shifting towards the necessity of liquor-tourism integration, emphasizing the need for companies to assess their capabilities in this area [7].

Core Viewpoint - The company reported a significant decline in revenue and net profit for the first half of 2025, indicating challenges in the high-end liquor market and overall industry adjustments [1][2][3]. Financial Performance - In H1 2025, the company achieved revenue of 2.531 billion yuan, a year-on-year decrease of 20.07%, and a net profit attributable to shareholders of 715 million yuan, down 24.63% [1]. - For Q2 2025, revenue was 721 million yuan, reflecting a substantial year-on-year decline of 48.48%, with net profit dropping to 105 million yuan, a decrease of 70.91% [1]. Product Performance - Revenue from high-end, mid-range, and low-end liquor in H1 2025 was 2.385 billion yuan, 32 million yuan, and 68 million yuan, respectively, with year-on-year changes of -19.8%, -10.8%, and -2.6% [2]. - In Q2 2025, revenue from high-end, mid-range, and low-end liquor was 657 million yuan, 12 million yuan, and 29 million yuan, with year-on-year changes of -49.6%, -7.7%, and +7.5%, respectively [2]. Regional and Channel Analysis - H1 2025 revenue from domestic and external markets was 2.101 billion yuan and 384 million yuan, with year-on-year changes of -19.3% and -19.2% [2]. - In Q2 2025, domestic and external revenue was 515 million yuan and 183 million yuan, with year-on-year changes of -54.0% and -18.6% [2]. - Direct sales (including group purchases) and wholesale agency revenue in H1 2025 were 133 million yuan and 2.352 billion yuan, with year-on-year changes of +44.6% and -21.3% [2]. Profitability and Cost Structure - The gross margin for Q2 2025 was 65.18%, a decrease of 9.86 percentage points year-on-year, primarily due to reduced revenue from high-end liquor and an increase in low-margin products [3]. - The net profit margin for Q2 2025 was 14.51%, down 11.18 percentage points year-on-year [3]. Strategic Focus - The company aims to maintain strategic focus during the industry adjustment period by enhancing market presence, structural improvements, and brand upgrades, while also investing in smart and digital transformation [3]. - Efforts include deepening the domestic market, expanding in key regions like the Yangtze River Delta, and actively developing e-commerce and digital marketing [3]. Investment Outlook - Revenue growth rates are projected to be -21.0% for 2025, +4.3% for 2026, and +7.0% for 2027, with net profit growth rates of -28.6%, +7.2%, and +7.3% respectively [4].

Core Viewpoint - The "Shede·Oriental Mediterranean" project, a 10 billion yuan investment by Shede Liquor Industry, aims to integrate liquor and tourism, addressing the cyclical fluctuations faced by traditional liquor brands [1][4][6]. Investment and Project Overview - The project is a collaboration between Shede Liquor, the government of Shehong City, and Club Med, with a total investment of 10 billion yuan, and is set to be completed by 2029 [1][4]. - The project includes various experiential segments such as "Ecological Shede," "Years of Shede," "Celebration of Shede," "Free Shede," and "Homecoming Shede," each offering unique experiences [6][8]. Industry Context - The liquor and tourism integration is becoming a significant transformation method for the liquor industry, with many companies exploring this model to enhance their value chain [8][11]. - Compared to mature wine tourism in regions like Bordeaux and Napa Valley, the Chinese liquor industry's integration is still in the exploratory phase [8][11]. Challenges and Strategic Insights - Key challenges include location limitations, operational capabilities, and investment return cycles, with many liquor companies lacking the necessary tourism operation skills [12][11]. - Shede's project benefits from its advantageous location between Chengdu and Chongqing, making it accessible for mass tourism [12]. - The integration of cultural elements into the tourism experience is crucial for the project's success, leveraging Shede's unique cultural brand identity [13][14].

Core Viewpoint - The Chinese liquor industry is undergoing a profound transformation from "scale expansion" to "value cultivation," integrating cultural and product values to create a new industry ecosystem [1] Group 1: Cultural Significance - The liquor industry is entering a new development stage where enhancing cultural quality becomes a key competitive factor [3] - Experts believe that cultural empowerment is a new pathway for liquor brands to continue progressing amid transformation and redefined perceptions [5] Group 2: Market Adjustments - The liquor market is experiencing deep adjustments in capacity, sales, prices, and demand, influenced by both internal and external factors, with Chinese liquor culture being a core element [5] - The industry is urged to focus on cultural self-reflection, self-awareness, renewal, and confidence to build a unique value system and lifestyle [5][13] Group 3: Moutai's Strategic Initiatives - Moutai is actively guiding the market to shift focus from short-term price fluctuations to deepening brand heritage, product quality, consumer experience, and cultural value [8] - Moutai's strategy includes three transformations: customer group transformation, scene transformation, and service transformation, along with a focus on single product, collaborative channels, value branding, and service at the terminal [8][9] Group 4: Consumer Engagement - Moutai aims to transform from "selling liquor" to "selling a lifestyle," creating immersive consumption scenarios that meet diverse consumer needs [9] - The company is building a three-dimensional value matrix of experiential, emotional, and social value to deepen emotional connections with consumers [9][10] Group 5: International Expansion - Moutai is accelerating its internationalization efforts, collaborating with global events and increasing overseas market revenue by 31.29% to 2.893 billion yuan [14] - The company is committed to promoting Chinese liquor culture globally, enhancing brand value through cultural output and unique immersive experiences [14]

Group 1 - The 2025 China Xinghua Village International Wine Expo will be held from September 29 to October 1, with a theme of "Pointing to the Beautiful Luliang" [1] - The expo is organized by the China Alcoholic Drinks Association and aims to promote industry upgrades and regional economic development [1][2] - The exhibition area will cover 30,000 square meters with eight major exhibition zones, attracting nearly 500 domestic and international enterprises [1] Group 2 - Luliang is recognized as the birthplace and core production area of Qingxiang-style liquor, contributing 7.4% of the national liquor production in 2024 [2] - The expo serves as an important opportunity for the integration of liquor and tourism, promoting multi-dimensional development [2] - The event will feature high-end industry conferences and themed activities, including the 2025 China Liquor Industry Development Conference [1]

Group 1: Unique Resources and Tourism Development - The city of Zunyi, particularly the area around the Chishui River, is recognized for its unique natural resources and cultural heritage, making it a significant tourist destination [1][3] - The Chishui Danxia, covering an area of 1,300 square kilometers, was listed as a UNESCO World Heritage Site in August 2010, highlighting its geological significance [2] - The Chishui Danxia tourism area includes major attractions such as Chishui Waterfall, Foguang Rock, and Yanzi Rock, which are essential to its appeal as a 5A-level tourist site [2][3] Group 2: Integration of Alcohol Culture and Tourism - The local liquor industry, particularly the production of sauce-flavored liquor, has historical roots dating back to the Han Dynasty, with a significant presence in the Chishui River area [3][4] - The tourism sector is evolving to integrate liquor culture, with experiences such as DIY liquor blending and themed events like the "Liquor Language Bamboo Forest Seven Sages" and liquor festivals [3][4] - The launch of high-end liquor experience tours has attracted over 80,000 visitors, indicating a growing interest in the region's liquor tourism [4] Group 3: Historical Significance and Modern Developments - The ancient town of Fuxing has a rich history as a political, economic, and cultural center, with liquor brewing traditions dating back to the Ming and Qing Dynasties [6] - Guizhou Guifu Liquor Co., established in 1898, is one of the oldest liquor producers in the region, now integrating tourism with its production processes [6][7] - The company has developed a 3A-level scenic area that allows visitors to engage with local liquor culture through various interactive experiences [7] Group 4: Culinary Offerings and Cultural Significance - Chishui is known as "China's Bamboo Capital," with over 1.32 million acres of bamboo forests, which contributes to its unique culinary offerings [8] - The "Panda Feast," a bamboo-based dining experience, has been recognized as a representative of Guizhou's culinary culture and has undergone significant upgrades to enhance its appeal [9][10] - The local cuisine reflects the region's natural bounty and cultural heritage, contributing to the overall tourism experience [10]