Core Viewpoint - The article discusses the strategic shift of Jiu Gui Jiu from a broad distribution model to a more focused approach, emphasizing high-value interactions with a select group of consumers through intimate marketing events like the "Master Banquet" [1][2]. Group 1: Circle "Slimming" - The "Master Banquet" held on October 20 is a tangible expression of Jiu Gui Jiu's strategy to slim down its target audience, focusing on high-net-worth individuals and local business leaders [1][4]. - Since May, the company has hosted 29 such events across various cities in Hunan, with each banquet typically accommodating 12 to 15 participants [1]. - This approach marks a departure from the previous expansive distribution model, which had led to increased complexity and inventory pressure [7]. Group 2: Marketing "Slimming" - Jiu Gui Jiu is shifting from mass marketing strategies to more targeted, scene-based marketing, focusing on specific events like weddings and graduation celebrations [9][12]. - The company has reported a 21% increase in sales for graduation banquets in Hunan, with a staggering 273% growth in the Xiangxi region [13]. - The marketing strategy now emphasizes local engagement and collaboration with community resources to enhance brand presence in specific social contexts [13][16]. Group 3: Product "Slimming" - The company is adjusting its product strategy by focusing on lower-priced and lower-alcohol products to cater to changing consumer preferences [17][19]. - Jiu Gui Jiu has introduced new products priced around 350 yuan and 200 yuan to address the demand for more affordable options [19]. - The company has streamlined its product line, reducing SKU numbers by approximately 50% and focusing on three core series: "Inner Reference," "Jiu Gui," and "Xiang Quan" [22].

Core Insights - The white liquor industry is undergoing a deep adjustment period, and the strategic transformation of the leading company, JiuGuiJiu, is accelerating under the new management of Cheng Jun [3][4] - JiuGuiJiu is focusing on resolving historical issues such as channel congestion and sluggish sales, while outlining its marketing strategy framework for 2025 during the "Fruity Conference" held in Chengdu [3][4] Company Strategy - JiuGuiJiu is enhancing its organizational structure, streamlining product layout, and promoting nationwide expansion since being fully taken over by COFCO [6] - The company is building an "integrated brand ecosystem" and has initiated joint promotions with COFCO's other brands, aiming to create a diversified brand synergy effect [5][6] Market Positioning - JiuGuiJiu is positioning itself as a value benchmark for Chinese fragrant liquor, with strong support from COFCO and a commitment to high-quality development [4][6] - The company is focusing on the "BC linkage" strategy to strengthen both B-end and C-end operations, aiming for a distribution rate and sales rate exceeding 100% in 2024 [7][8] Future Plans - For 2025, JiuGuiJiu plans to restore market confidence, reshape sales rules, and cultivate internal motivation, with a detailed marketing plan addressing various operational challenges [8] - The company has launched three strategic new products, reflecting its deep market insights and precise consumer demand understanding, although their success in a competitive market remains to be seen [9]

Core Insights - The "2025 Jiu Gui Jiu Fragrant Conference" was held in Chengdu, where the company announced new products and a pragmatic approach to market expansion [1][3] - The company aims to address past development issues and focus on high-quality growth through collaboration with other state-owned enterprises [3] Group 1: Strategic Initiatives - The chairman of COFCO Group emphasized the importance of partnerships with other central enterprises, which will enhance resource sharing and market opportunities for Jiu Gui Jiu [3] - The company has defined 2025 as a strategic year, focusing on four key battles: improving work style, deepening market penetration, cultivating consumer engagement, and reviving the brand [3] Group 2: Product Launches - Three strategic new products were launched: 52-degree 500mL Inner Reference Master Wine Fifteen Years, 52-degree 500mL Jiu Gui Jiu Miao Pin, and 52-degree 500mL Jiu Gui Jiu Hong Tan 30, aimed at capturing market insights and consumer needs [4]