文丨华策咨询张华桥 如何科学评估一次促销活动的效果？ 问题描述： 白酒促销活动常因缺乏精准评估导致资源浪费，企业难以判断活动对销量、复购及品牌价值的实际贡献。数据驱动的效果评估能通过量化指标（如ROI、 复购率、品牌认知度）科学分析活动成效，为后续策略优化提供依据，避免"盲目投入、低效回报"的困境。 解决办法： 1、建立促销ROI模型，量化投入产出。 明确促销活动的直接成本（如赠品、折扣、广告投放）与间接成本（如渠道支持、人力投入），对比活动期间的销售额增长、利润增量，计算ROI（收益/ 成本）。如若某活动投入100万元，带动销量增长200万元，则ROI为2:1，证明策略有效。 2、追踪复购率，评估长期价值。 通过CRM系统或会员数据，分析促销期间新客的复购行为。对比参与活动与未参与活动的消费者在3个月内的复购频次，若前者复购率高出30%，说明活 动成功培养了用户粘性。 3、监测品牌认知指标，衡量传播效果。 结合社交媒体声量（如话题阅读量、互动量）、搜索指数（如百度指数）、调研数据（如品牌好感度评分），评估活动对品牌曝光与认知的提升。例如， 某活动后品牌搜索量增长50%，表明传播策略有效。 案例说明： 某白酒 ...

老饕间都流传着这样一句话："白兰地XO，葡萄酒的灵魂，品酒人的终点站。" 今年 不光国内白酒市场卷， 各路洋酒都疯卷起来了。 不敢想，就连酒中贵族XO几乎到了 断崖价 ，这场价格血拼着实让人惊掉下巴！ 最近我们就在铆足了劲帮大家搜罗好货， 还真被我们碰上了一批打着灯笼都难找的尖货！！ 【法国原装进口】欧伦世家·拿破仑珍藏XO白兰地 ，作为一名经常浏览世界名酒资讯的老饕，见它第 一眼就爱上了。 哪怕是完全不懂XO的人，外出宴请带一瓶，往酒桌上一放，档次瞬间就升华了！ 你经常可以在影视剧中看到，身价过百亿、千亿的总裁安静地坐在皮革扶手椅上，一手拿着雪茄，听着 勃拉姆斯，摇晃着装着白兰地的酒杯… 在洋酒的世界里，白兰地一直是"酒中贵族"般的存在， 是贵族盛宴、欧洲名流"老钱"们的标配。 XO是白兰地金字塔中的塔尖，而拿破仑NapoleonXO，作为法国历史文化的重要组成部分， 更是已经 成为豪华礼品和珍藏酒的代表！ 它的口感和质量一直是世界顶牛调酒师上选， 是酒迷、政治精英和历史爱好者的心头好。 今天这款 拿破仑珍藏XO白兰地 ，品过口感，看过背书，你就知道什么叫离谱大捡漏！ ✅法国西南地区优质干邑酒区酿造 ✅英雄 ...

Group 1 - The company is preparing for the election of the seventh board of directors, with the current board's term ending soon [1][2] - The board has nominated six candidates for non-independent directors and four candidates for independent directors, pending approval from the Shanghai Stock Exchange [2][3] - The independent director candidates' qualifications will be reviewed by the Shanghai Stock Exchange before being submitted for shareholder voting [2][3] Group 2 - The sixth board of directors has been recognized for their diligence and contributions to the company's development during their term [4] - The company will hold its first extraordinary general meeting of 2026 on February 9, 2026, to vote on the proposed board candidates and other matters [24][36] - The voting will utilize a cumulative voting system for the election of directors [40][52] Group 3 - The company is adjusting its business scope to include the operation and storage of hazardous chemicals, in addition to its existing operations [14][18] - The amendments to the company's articles of association will reflect these changes and will also be submitted for shareholder approval [14][18] Group 4 - The company has provided detailed resumes of the nominated candidates for both non-independent and independent director positions, highlighting their qualifications and lack of conflicts of interest [5][10][33] - The candidates include individuals with extensive experience in finance, management, and industry-specific expertise [5][10][33]

21世纪经济报道记者肖夏 面对业绩增长乏力，全球消费企业都在采取类似的策略：降成本、调预期、改架构、换领导。 2025年年中，保乐力加CEO李家祺(Alexandre Ricard)向员工们介绍了一个当时颇为低调的内部项目：为了打造更灵活、更精简的组织架构，公司决定成立 Gold、Crystal两大业务部门，整合旗下一大批酒类品牌。此举，也是这家跨国酒企应对周期的重大架构调整。 总部在法国的保乐力加，是全球知名跨国酒企。和其他国际知名烈酒一样，保乐力加虽然疫情期间屡创增长，最近两三年却增长乏力，在中美等关键市场面 临多重挑战，股价也持续下行。 21世纪经济报道记者注意到，截至2026年1月22日，相较于2023年的高点，保乐力加的股价已经跌去了六成。 业绩、股价双下行压力之下，保乐力加推出了一系列降本举措：推进资产出售、业务架构调整、开展全球减员，此外还调低了未来几年的增长目标，并提出 到2029财年要实现10亿欧元的降本增效。 时隔半年，保乐力加终于宣布了新业务架构的掌舵者。 北京时间1月20日，多家国际酒类媒体披露，保乐力加宣布Stéphanie Durroux成为Crystal业务部门的负责人，Nodj ...

其一，品牌拥有贵州省白酒行业标准化规模的大型单体酿造车间和万吨级的酿酒基地，先进的自动化生 产设备、高科技的质量检验检测设备以及精湛的传统酿酒工艺，可以实现酱香型白酒年产能万余吨，浓 香型白酒年产能近2万吨的生产能力。其二，依托自建专业酿酒师、工程师团队以及30余中高级技术 员，百年糊涂能以"坤沙"老工艺的坚守者角色，更深入的开展老酱香酒的精酿，成为当地第一家同时通 过了中国酒业协会以及方圆认证集团双重认证的真实年份品牌。其三，秉持酱香+浓香并驾齐驱的发展 理念，百年糊涂从高端宴请到举家团聚，从朋友聚会到自己小酌，拥有强大的市场辐射，实现了老中青 三代消费市场的全民覆盖。 好产品需要好营销。在不断奠定品牌实力和产品品质的同时，百年糊涂始终以"消费者为中心"，推出各 种让人耳目一新的营销活动，力求与消费者之间的深度交流和融合，增加消费粘性。本次百年糊涂经典 小百年+5元赢再来一瓶扫码活动，就是近日品牌推出的一个惊喜。 众所周知，酒类品牌经常喜欢用瓶身或者是瓶盖扫码这样的营销活动来与粉丝们进行互动。确实，这种 方法一直以来效果都不错，消费者喜欢这种带有一定惊喜成分和幸运值的变相的"便宜"，商家也可以借 此拉满知名 ...

来源：美通社 曼谷、上海和北京2026年1月23日 /美通社/ -- 1月22日，由中国酒类流通协会主办的"BAIJIU & Beyond 2026中国美酒嘉年华"在泰国曼谷凤凰国际食品城正式开幕。本届嘉年华以"解码中国美酒，共创东盟未 来"为主题，标志着中国酒业以体系化、平台化模式开拓东盟核心市场进入实质性推进阶段。 一对一配对开启高效商贸对接 与战略对话同步，首场"一对一贸易配对会"在展馆内启动。基于会前完成的供需精准画像，主办方对参 展品牌和东南亚渠道商的需求进行了筛选和匹配，确保了洽谈双方的高度相关性，避免了盲目和低效 的"撒网式"对接。活动为参展品牌与东南亚进口商、分销商及零售商搭建了高效洽谈平台。现场洽谈节 奏密集，一位来中国标志性白酒品牌参展商表示："在短时间内集中接触多位经过筛选的潜在伙伴，极 大提升了出海试水的效率。"参展企业的评价也说明了，"中国美酒嘉年华"对于中国酒业"试水"东盟市 场的直接助推作用。 品牌展会呈现产业多元化面貌 同期开放的主展厅，汇集了极具代表性的中国白酒品牌:五粮液、古井贡酒、成义烧坊、牛栏山、贵州 习酒、董酒、中国劲酒、茅台不老酒等。展区设计突出文化体验与品鉴互动， ...

预计2026年啤酒行业将在底部位置温和复苏，建议关注渠道控制力强、具备品牌溢价能力的行业龙头。 近期头部酒企陆续召开重要会议，传递调整、改革、渠道再平衡决心，有利于行业长期健康发展。 2025年四季度以来，白酒头部企业均采取持续控制发货、为经销商减负、促进开瓶动销等措施，以降低 渠道库存。综合考虑到动销已逐步平稳、2026年春节假期多一天、白酒春节消费场景等诸多因素，机构 判断2026年春节白酒实际动销有望维持平稳，无须过度悲观。 中信证券研报指出，白酒行业即将迎来春节旺季营销活动，渠道在经销商大会后持续学习吸收龙头企业 进行的渠道、产品等多维度改革经验。我们认为，行业或在新改革和新方向下重新聚焦市场培育和消费 者教育，促进开瓶动销并为经销商减负。 综合考虑到动销已逐步平稳、2026年春节假期多一天、白酒春节消费场景等诸多因素，我们判断2026年 春节白酒实际动销有望维持平稳，无须过度悲观。 再考虑到后续逐步复苏趋势明确，中信证券看好白酒行业底部配置机会。 智通财经获悉，中信建投指出，白酒产业"五底阶段"与资本市场"三低一高"共振，结合近期市场策略相 继落地，站在春节旺季来临之际，认为本轮白酒调整期拐点将至， ...

Group 1 - The U.S. government announced a 200% tariff on French wine and champagne, marking a significant escalation in trade tensions [1][2] - This tariff is unprecedented, even surpassing the peak tariffs seen during the U.S.-China trade war, highlighting the severity of the situation [2] - The imposition of such high tariffs is seen as a political maneuver rather than a standard trade policy, indicating a shift in U.S. trade strategy [5][9] Group 2 - The tariff is a response to France's military actions in Greenland and its refusal to join a U.S.-led peace committee regarding the Gaza situation, which are perceived as provocations by the Trump administration [5][7] - The economic impact on the French wine industry could be devastating, with potential losses estimated at around 800 million euros due to the drastic increase in tariffs [10] - The situation reveals the fragility of U.S.-European ally relationships, as traditional allies like France are now facing economic threats from the U.S. for not aligning with its political agenda [12][20] Group 3 - The response from other European nations, such as Germany, indicates a willingness to quickly align with U.S. interests, contrasting with France's more defiant stance [14][19] - The broader implications of this tariff could lead to a reevaluation of international trade norms, as countries like China express concerns over U.S. bullying tactics [15][17] - The ongoing tensions suggest that the U.S.-led alliance may not be as secure as previously thought, raising questions about the future of international cooperation [22]

Group 1: Gold Market Analysis - The current gold market is exhibiting a strong bullish trend, with prices reaching 1077.57 CNY per gram, an increase of 11.87 CNY or 1.11% from the previous trading day [1][4] - The opening price for the day was 1065.67 CNY per gram, with a daily high of 1078.23 CNY and a low of 1064.40 CNY, indicating significant volatility within the trading session [1] - The geopolitical tensions, particularly regarding potential military actions against Iran, have heightened market risk aversion, leading to increased investment in gold as a safe-haven asset [4] Group 2: EU and US Trade Relations - European Commission President Ursula von der Leyen criticized Trump's economic threats regarding Greenland, stating it violates the trade agreement made in July [2] - Trump has threatened to impose a 10% tariff on goods from eight European countries starting February 1, escalating to 25% in June if no agreement is reached [2] - The EU is considering retaliatory measures, including the reintroduction of tariffs on 93 billion euros (approximately 109 billion USD) worth of US goods and utilizing its strongest trade tools against US actions [2]

Core Insights - The yellow wine industry in China is experiencing a significant revival, with a notable increase in popularity among younger consumers and innovative product offerings [1][3][5] Industry Overview - The yellow wine sector is projected to achieve impressive results by 2025, with companies like Kuaijishan seeing a stock price increase of 90.15% in one year, making it a leader among liquor companies [1] - In 2024, there are nearly 800 yellow wine production enterprises in China, generating revenues of 20 billion yuan, a year-on-year growth of 5.26%, with a production volume of approximately 4 million tons, up 3.5% [2] Cultural and Consumer Trends - The resurgence of yellow wine is attributed to three key trends: the return of cultural value, the evolution of consumer demographics, and the explosion of the new beverage market [3][4] - The primary consumer base for yellow wine has shifted to younger generations, particularly those aged 25-30 and above, with a growing interest from the 18-24 age group [3] Product Innovation - Innovative products such as "one day one smoked sparkling yellow wine" and collaborations like "Yue Xiao Pi" between Guyue Longshan and China Resources Beer are redefining the market [5] - The introduction of low-alcohol, lightly sweet, and easy-to-drink products is aimed at attracting a broader audience, including younger consumers [5][6] Strategic Recommendations - To appeal to younger consumers, the industry must focus on brand expression, product form, and channel accessibility, utilizing modern marketing strategies and platforms [6][7] - The goal is to shift the perception of yellow wine from an "elderly drink" to a trendy beverage for all ages [6] Regional Development - The revival of yellow wine is not limited to traditional regions like Jiangsu and Zhejiang; new production hubs are emerging in Shanxi and Hubei, supported by local government policies [7] - In Shanxi, the establishment of a "yellow wine professional town" has led to a significant increase in production capacity and enterprise growth [7] Market Valuation and Future Outlook - The yellow wine industry is undergoing a value reassessment, with companies like Kuaijishan and Guyue Longshan trading at price-to-earnings ratios exceeding 35 times expected profits for 2026 [8] - The industry is expected to maintain sustainable growth if companies continue to invest in branding and focus on high-end and youthful market segments [8]