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从文化自信到品牌认同 五粮液连续20年入选《亚洲品牌500强》
Xin Hua Cai Jing· 2025-09-24 10:06
本年度《亚洲品牌500强》排行榜中,共有来自金融、传媒、信息技术、食品饮料、电子电器等在内的40个行业的品牌入选,其中共41家食品饮料企业入 选。五粮液凭借其在品牌影响力、品牌忠诚度、亚洲领导力3个维度得分均为满分5分的成绩,及唯一获得亚洲领导力满分的上榜白酒企业成绩,排名位列食 品饮料行业板块第二名,彰显了品牌持续提升的国际影响力。 9月24日,亚洲品牌大会在中国香港召开,会上发布了2025年(第二十届)《亚洲品牌500强》。中国民族品牌五粮液表现亮眼,位列总榜单第29位,排名较 上年提升1位,并首次跻身"国民最喜爱的10大品牌"子榜单,彰显了强大的品牌实力。 《亚洲品牌500强》是以品牌的亚洲影响力为评判标准的榜单,从2006年开始每年发布一次。今年共有20个国家和地区的超级品牌入选,中国(包含港澳 台)入选品牌共计217个,占整个亚洲品牌500强的43.40%,位居第一。 世界品牌实验室作为国际化的品牌价值研究机构,连续十三年对亚洲各国国民的消费者忠诚度进行调查。结果显示,中国大陆消费者对本土品牌的消费者忠 诚度持续走高,由十多年前的36%增长至71%。本次五粮液等品牌入选"国民最喜爱的10大品牌"子榜 ...
五粮液“稳健”应对行业调整:全面提升“应市能力” 持续提升股东回报
21世纪经济报道· 2025-06-22 07:25
Core Viewpoint - The article emphasizes the profound transformation in the liquor industry, highlighting trends such as younger consumer demographics, daily consumption scenarios, quality-driven preferences, digital channels, and emotional value. Companies must adapt to these changes and focus on their core strengths to navigate uncertainties in the external environment [1]. Industry Overview - The liquor industry has entered a deep adjustment phase in 2024, testing the operational resilience of companies. Despite this, Wuliangye has maintained steady growth in revenue and net profit for ten consecutive years, with continued positive growth in Q1 2025 [2][3]. - Wuliangye's management has committed to a "steady development" strategy, focusing on qualitative improvements and reasonable growth in revenue, aligning with macroeconomic indicators [2]. Strategic Initiatives - Wuliangye aims to center its strategy around customers and the market, implementing tailored approaches for different products, regions, and channels to reconstruct the "people, goods, and market" logic in liquor consumption [2]. - The company has introduced a marketing system reform, establishing a sales company and implementing a regional responsibility system to enhance market responsiveness [7]. Financial Performance and Shareholder Returns - Wuliangye has committed to a minimum dividend payout ratio of 70% and a cash dividend of no less than 20 billion yuan annually. The 2024 dividend plan includes a cash distribution of 31.69 yuan per 10 shares, totaling 22.3 billion yuan for the year [3][13][14]. - The company has consistently increased its dividend payout ratio over the years, reflecting a commitment to enhancing shareholder returns [14]. Market Position and Growth Strategies - Wuliangye's core product, the eighth generation of Wuliangye, has achieved a balance of volume and price, maintaining its leading position in the premium price segment. The company has also expanded its product matrix with new offerings [4]. - The company is actively exploring new market channels, including e-commerce, which has seen over 20% growth this year [10]. Consumer Engagement and Innovation - Wuliangye is focusing on younger consumers by launching new products that cater to their preferences for lower alcohol content and smoother flavors. The company has opened a trendy experience store to attract younger demographics [11][12]. - The company is also enhancing its brand culture and key personnel operations to strengthen market segmentation and channel expansion [8]. Investor Confidence - Wuliangye's stock price rose nearly 2% following the shareholder meeting, indicating strong investor confidence in the company's stable operations and future growth potential [16].
直击五粮液股东大会!关于业绩、年轻化、国际化……
Zhong Guo Zheng Quan Bao· 2025-06-20 14:50
Core Viewpoint - The current transformation in the liquor consumption landscape emphasizes the importance of adapting to younger consumers and leveraging digital channels, with the company focusing on turning challenges into opportunities [2][3]. Group 1: Strategic Goals - The company aims to consolidate and enhance its stable development by aligning its total revenue growth with macroeconomic indicators by 2025 [3]. - The overall positioning for 2025 is "Marketing Execution Enhancement Year," focusing on increasing brand value and optimizing product movement and service capabilities [3]. - The company plans to refine market operations, expand existing market share, and cater to diverse consumer needs through differentiated products [3]. Group 2: Brand and Market Development - Embracing younger consumers is identified as a core strategy for future growth, with initiatives planned across organizational support, product innovation, channel expansion, communication upgrades, and marketing deepening [5]. - The company is accelerating its internationalization efforts, having successfully launched products like the Wuliangye Ronin cocktail in Europe and Wuliang Highball in South Korea, which have received positive market feedback [5]. - The international market is expected to become a significant component of the company's revenue growth over the next 5 to 10 years [5].
五粮液亮相日本世博会:重构白酒出海新范式,与世界共和美
Tai Mei Ti A P P· 2025-04-30 14:59
Group 1 - The core theme of the 2025 Osaka World Expo is "Envisioning a Revitalized Future Society," with 158 countries and regions participating, and Wuliangye being the first Chinese liquor brand to officially appear in the China Pavilion [2][3] - Wuliangye aims to showcase Chinese traditional culture and its unique brewing techniques through various promotional activities, including exhibitions and collaborations with Michelin-starred restaurants [4][5] - The company emphasizes its commitment to green development and ecological sustainability, aligning with the Expo's theme of building a community of life between humans and nature [8][9] Group 2 - Wuliangye has a historical connection with world expos, having participated in several significant events over the past century, including the Panama International Exposition in 1915 and the Shanghai Expo in 2010 [3][4] - The company has introduced innovative products and experiences at the Osaka Expo, such as the first overseas authorized experience restaurant and limited-time offerings like cocktails and white liquor coffee [7][12] - Wuliangye's strategic focus includes creating a zero-carbon enterprise and enhancing its circular economy, with plans to invest 2.586 billion yuan in 2025 for key projects [12][13] Group 3 - The company is actively expanding its international presence, particularly in Japan, where it has established various sales channels and marketing strategies to enhance brand recognition [14][16] - Wuliangye's "He Mei Global Tour" initiative has been launched to promote Chinese liquor culture globally, with previous events held in multiple countries [13][16] - The brand's value continues to rise, as evidenced by its ranking in the "World's 500 Most Valuable Brands" list, where it improved its position to 219th, marking an 8-place increase [17]
点亮2025大阪世博会:五粮液以创新表达擘画中国白酒国际化篇章
Jing Ji Guan Cha Wang· 2025-04-30 03:01
Group 1 - Five Star Liquor has become the first Chinese liquor brand to officially appear at the 2025 Osaka World Expo, marking its entry into a high-profile international platform [1] - The company launched its "Harmony Global Tour" from the Osaka Expo, which includes the opening of its first overseas authorized experience restaurant in Tokyo and a series of cultural exchange activities [1][8] - The brand emphasizes its commitment to showcasing Chinese culture and wisdom through its participation in the Expo, aligning with the Expo's theme of "Envisioning a Lively Future Society" [3][5] Group 2 - The Osaka Expo features 158 countries and regions, with the China Pavilion focusing on themes of "Harmony between Man and Nature" and "Sustainable Development" [3] - Five Star Liquor's traditional brewing technique, known as the "1366" process, reflects a philosophy of ecological wisdom and balance with nature, resonating with the Expo's themes [5] - The company aims to deepen its international presence and promote Chinese liquor culture through various promotional activities during the Expo [7][17] Group 3 - The company has introduced a limited-time experience store at the Expo, featuring innovative cross-border products like cocktails and white liquor coffee, targeting younger consumers [12] - Five Star Liquor's international strategy includes a focus on the Japanese market, where there is a growing demand for high-quality Chinese liquor [10][12] - The brand's participation in the Expo is part of a broader strategy to enhance its cultural outreach and engage in meaningful dialogues with global consumers [8][17] Group 4 - The company supports cultural initiatives such as the "Panda Partners Global Tour" to promote Chinese culture and the unique qualities of its products [15] - Five Star Liquor aims to create a global "community of shared prosperity" through its "Harmony Global Tour," showcasing the richness of Chinese brewing culture [13][17] - The brand's internationalization efforts are driven by a dual strategy of "cultural export and local operation," enhancing its global footprint [17]
以“和美”文化为笔,五粮液亮相大阪世博会书写中国品牌活力担当
Xin Jing Bao· 2025-04-29 11:09
Core Viewpoint - The 2025 Osaka World Expo has officially opened, with Wuliangye being recognized as a senior partner of the China Pavilion, showcasing its leadership in Chinese liquor and cultural heritage to a global audience [1][4]. Group 1: Participation in the Expo - Wuliangye has deepened its involvement in the China Pavilion's theme of "building a community of life between humans and nature," launching a commemorative gift box and various marketing activities during the expo [2][10]. - The company has set up a themed pop-up store in Osaka, marking the first overseas attempt to promote Chinese liquor culture to younger consumers through innovative products like cocktails and white liquor coffee [14][16]. Group 2: Cultural Exchange and Marketing Strategy - Wuliangye has a long-standing tradition of participating in world expos, dating back to its success at the Panama International Exposition in 1915, and continues to promote Chinese brewing wisdom and cultural values [4][5]. - The company has initiated the "He Mei Global Tour" cultural exchange program, expanding its brand presence in various countries and enhancing its international marketing strategy [17][19]. Group 3: Product Innovation and Global Expansion - Wuliangye has partnered with Michelin restaurants to create unique dining experiences that blend Chinese liquor with global cuisine, enhancing its brand recognition in the high-end dining sector [10][14]. - The company aims to expand its market share by tapping into emerging channels and enhancing its international presence, particularly through cultural and experiential marketing [16][19].
五粮液限定快闪体验店大阪火热营业:打造出海新范式 共享和美新体验
Huan Qiu Wang· 2025-04-29 04:22
Group 1 - The Osaka World Expo 2025 has opened, with Wuliangye as a senior partner of the China Pavilion, marking its first official appearance as a Chinese liquor brand [1][3] - Wuliangye is launching the "Wuliangye Expo Season" marketing campaign, creating a limited-time experience store to promote its brand and the "He Mei" cultural concept [1][5] - The Expo serves as a platform for cultural exchange and economic development, with the China Pavilion showcasing traditional ecological wisdom and green development concepts [1][8] Group 2 - The Wuliangye limited-time experience store features innovative cocktails and interactive activities aimed at engaging younger consumers and integrating traditional liquor culture into modern lifestyles [3][5] - Wuliangye has been present in the Japanese market for over 20 years, with a diverse distribution network including supermarkets, restaurants, and e-commerce platforms [8] - The company aims to enhance its global presence by participating in international events and promoting Chinese liquor culture, with products currently available in 62 countries and regions [8]
七度携手博鳌亚洲论坛 五粮液为“和美”叙事注入新动能
Sou Hu Cai Jing· 2025-03-31 10:13
Core Viewpoint - Wuliangye is positioned as a leader in the internationalization of Chinese liquor, showcasing its cultural confidence and innovative spirit through its participation in the Boao Forum for Asia 2025 Annual Conference [2][4][10]. Group 1: Internationalization Efforts - Wuliangye has over 110 years of international exploration, with its products now covering 62 countries and regions globally, establishing itself as a true representative of Chinese liquor on the world stage [2][5][9]. - The company has actively engaged in the international liquor market, launching products like "Wuliang Sparkling Wine" in South Korea and collaborating with international brands such as the Italian Campari Group and Chile's Concha y Toro [5][12]. - Wuliangye's international strategy includes establishing marketing centers in Europe, Asia-Pacific, and the Americas, aiming to build a comprehensive global market presence [11]. Group 2: Strategic Partnerships and Events - Since 2021, Wuliangye has been the honorary strategic partner and designated liquor for the Boao Forum, enhancing its role from a participant to a co-builder of the forum's vision [4][10]. - The company hosted a themed exhibition titled "With Harmony and Beauty, Respecting the World" during the forum, showcasing its brand and cultural confidence [6][12]. - Wuliangye's "Boao Month" activities in Hainan aim to boost sales and enhance consumer engagement through interactive experiences and promotional events [7][8]. Group 3: Cultural Exchange and Brand Promotion - Wuliangye's "He Mei Global Tour" promotes cultural exchange and the integration of different civilizations, with activities spanning 13 countries and regions [12][13]. - The company leverages high-profile international platforms to tell the story of Chinese culture and enhance brand recognition [12][13]. - Wuliangye's marketing strategy focuses on innovative approaches to activate consumer potential and deepen brand identity through cultural resonance [13].
七载博鳌路:五粮液以“和美”为媒谱写中国白酒国际化新篇章
Jing Ji Guan Cha Wang· 2025-03-28 08:33
Core Insights - Wuliangye has deepened its partnership with the Boao Forum for Asia, showcasing its cultural heritage and innovative branding at the 2025 annual conference, marking the seventh collaboration since 2018 [3][10] - The company successfully promoted its "Harmony and Beauty" culture to global leaders and consumers through various events, enhancing brand value and international recognition [5][9] Group 1: Event Highlights - The "Wuliangye Night" welcome banquet was a highlight of the forum, where the company's vice chairman shared the cultural story of Chinese liquor through a three-glass toast [5][6] - Wuliangye's immersive experience at the event impressed international guests, featuring specially designed drinking vessels and a five-step tasting method led by professional sommeliers [7][8] Group 2: Marketing and Sales Strategy - Wuliangye leveraged the Boao Forum to reach both high-end business circles and the general consumer market, launching interactive activities and brand experience zones in key duty-free stores [8][11] - The company reported a significant sales increase during the "Wuliangye Boao Month" marketing campaign, with an expected growth of over 20% compared to previous years [8][11] Group 3: Global Strategy and Partnerships - Wuliangye has established a global marketing strategy with centers in Asia-Pacific, Europe, and America, focusing on localized operations and product diversification to meet diverse consumer needs [11][12] - The company is innovating in product offerings, such as the "Wuliang Ronnie" cocktail, which blends Chinese liquor with Italian liqueur, and is exploring collaborations with international wine producers [11][12] Group 4: Industry Leadership and Standards - Wuliangye is taking the lead in establishing international standards for Chinese liquor, aiming to facilitate its global trade and reduce technical barriers [12] - The company is actively participating in global discussions to lower tariffs on liquor, advocating for a more favorable policy environment for the internationalization of Chinese liquor [12][13]