与同行伙伴构建"命运共同体" 新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 白酒行业史册里，1952年注定是浓墨重彩的一页——第一届全国评酒会上，西凤酒位列"中国四大名酒"。七十余年过去，白酒江湖早已沧海桑田， 而西凤酒却在岁月沉淀中历久弥新。如今，不管是在烟酒店，还是在宴席、老百姓餐桌上，都能见到西凤酒的身影。在白酒行业进入存量竞争的时 代，凤香型品类却连续多年保持增长，成为行业一抹亮色。这背后，是西凤酒在模式、生态、品牌等层面的持续升级。 老名酒"精准务实"的革新之路 "酒是陈的香，但做品牌不能因循守旧。"这是西凤酒多年实践得出的答案，但不是所有品牌都能以坚定的决心走一条革新之路。 白酒行业的黄金时代，OEM产品模式让很多品牌趋之若鹜。然而从2021年起，西凤酒宣布停止所有OEM产品要货计划，聚焦核心产品，持续开 展"品牌瘦身"。此后数年，西凤酒持续关停冗余产品条码，仅2024年便回收170余个，引导市场进一步向核心品牌聚焦。 与此同时，西凤酒将资源聚焦于凤香型产品品质的深度打造。在宝鸡凤翔的原产地，西凤酒建立了从原料种植到酿造生产的全产业链质控体系。通 过对传统工艺的坚守与现代品质管理的结合 ...

Core Insights - The Chinese liquor industry is undergoing a structural adjustment, with increasing competition among famous liquor brands, shifting focus from market scale to product strength, brand power, and system capabilities [1] - Xifeng Liquor, one of the "Four Great Famous Liquors," has transitioned to a self-controlled brand value strategy since eliminating OEM products in June 2021, marking a significant turning point in its brand development [1][15] - By 2025, Xifeng's product matrix centered around Hong Xifeng has been fully established, reflecting a strategic shift from "diversified development" to "focused brand strategy" [1][15] Product Matrix Reconstruction - Xifeng's product strategy is structured around three tiers: high-end, mid-range, and mass-market, with each tier designed and produced by the company [3] - The Hong Xifeng series, priced at 1499 yuan and the Five-Star Hong Xifeng at 3980 yuan, competes with top brands like Moutai and Wuliangye in the high-end market [3][5] - The mid-range offerings, such as Hong Xifeng 1978 priced at 588 yuan, cater to the evolving consumer demand, while the Old Green Bottle series serves as the mass-market foundation [5][6] High-End Strategy - Xifeng's high-end strategy involves leveraging Hong Xifeng to penetrate premium market segments while using mass products to solidify its market base [6] - The "1257" strategy encompasses a comprehensive restructuring of product, market, team, and channel capabilities, leading to significant brand value growth and product structure optimization [6][15] - Cultural initiatives, such as collaborations with the Shaanxi History Museum and participation in major events, enhance brand recognition and position Xifeng as a representative of national culture [9] National Expansion Strategy - Xifeng is expanding its national footprint through a tiered market approach, focusing on base, highland, and opportunity markets [10][11] - The company is enhancing its channel strategies through collaborative mechanisms with distributors, ensuring a win-win ecosystem while maintaining market order [13] - Initial international expansion efforts have led to product exports to over 30 countries, establishing brand presence in cities like New York, Paris, and Tokyo [13] Overall Development - The dual strategy of high-end and national expansion is fostering a stable growth trajectory for Xifeng's brand value and market structure [15] - The transition from a product-diversified approach to a focused brand matrix is a key milestone, with the cessation of OEM products in 2021 marking the start of this transformation [15] - With the full operation of smart factories and replication of successful market experiences, Xifeng aims to accelerate its return to the ranks of top liquor brands [15]