2026年的白酒市场已步入深度调整与价值重构的关键一年。消费场景在变，传统渠道面临挑战。如何理性拥抱新潮？如何创新打造白酒消费新场景、新体 验？2月27日，在第二十四届中国国际酒业博览会（以下简称酒博会）新闻发布会上，泸州老窖、郎酒、川酒集团等多位白酒行业负责人围绕"提振白酒消 费"话题展开热议。 泸州老窖股份有限公司常务副总经理唐栋良：与消费者"共生" 打造品牌白酒消费的沉浸式体验场 今年的封藏大典，泸州老窖将围绕"共生"这一主线，在现场精心布置沉浸式互动场景。让到场的嘉宾既能直观地体验到传统礼制的传承，又能看到一粒糯红 高粱"进化"成一滴美酒的旅程，看以泸州老窖为代表的浓香白酒文化如何与城市发展同频共振。 本届封藏大典期间，还将会开启今年"窖主节"活动首站。这是"窖主节"首次回到主场泸州举行，将融入更多酒城文化元素，准备超多互动性强、趣味十足的 环节，力求让每一位到场的朋友在酒博会期间都能深度体验中国白酒文化的鲜活魅力。3月20日，诚挚邀请大家亲临东门码头观礼，在江风酒香中，共度美 好时光。 郎酒集团党委书记李明政："世界级酒庄双子星"共同服务消费者美好生活 记者：今年，郎酒集团又一座世界级酒庄——龙马酒 ...

Core Viewpoint - The traditional Chinese liquor industry is undergoing a profound transformation from scale expansion to value reconstruction, exemplified by the Sichuan Liquor Group's "14th Five-Year Plan" strategy, which aims to create a more resilient and value-rich industry through a full-chain development model [1][2]. Group 1: Industry Challenges and Transformation - The "smile curve" theory illustrates that the liquor industry's value is concentrated at both ends, with high value in brand and technology, while the middle segment faces low added value and intense competition [2]. - Current challenges such as rational consumption, high channel inventory, and rising personalized demands are forcing companies to rethink their growth logic, moving from point-to-point competition to chain-to-chain competition [2]. - Sichuan Liquor Group's strategy has proven effective, achieving revenue growth from zero to 38 billion yuan and a 26-fold increase in assets over eight years, validating the feasibility of value chain reconstruction [2]. Group 2: Value Chain Reconstruction Path - Sichuan Liquor Group's full-chain model integrates upstream and downstream operations, enhancing its position and profitability by extending from the low-value production segment to high-value areas [3]. - The company has established a research institute with industry experts to strengthen technology development and quality assurance, transforming traditional low-value production into high-value foundational segments [3][4]. - On the branding and service side, Sichuan Liquor Group has created a brand matrix and introduced flexible customization services, breaking traditional boundaries and expanding into personalized solutions [4]. Group 3: "Five-Ring Drive" Strategy - The "Five-Ring Drive" strategy aims to flatten the "smile curve" into a "value plateau," allowing all segments of the industry chain to achieve value enhancement [5]. - By solidifying its position as the largest raw liquor supplier and establishing quality benchmarks, Sichuan Liquor Group is elevating the traditionally low-value raw liquor segment [5]. - The company is building a multi-layered value realization path in the market, addressing diverse consumer needs and enhancing market adaptability [6]. Group 4: Implications for Capital Returns and Risk Resilience - The full-chain model enhances asset returns and capital efficiency, leveraging over 260 liquor companies and 50,000 cellars to achieve significant production capacity with lower capital investment [7]. - The diversified income sources from raw liquor supply, brand sales, and customized services provide stability during market fluctuations, enhancing revenue robustness [7]. - Sichuan Liquor Group's transition from a raw liquor supplier to a comprehensive solution provider with technology and brand capabilities opens up potential for higher market valuations [7]. Group 5: Key Insights for Traditional Industries - The case of Sichuan Liquor Group illustrates that value chain reconstruction is essential for survival in the face of digital transformation and consumer changes [8]. - Successful industry integration requires deep fusion of technology, standards, and data rather than mere physical aggregation [8]. - Competitive advantage now relies on building an open, collaborative ecosystem rather than isolated segment strengths [8]. - The focus should shift from scale-driven growth to efficiency-driven growth, emphasizing sustainable development through productivity and asset optimization [8]. Group 6: Future Outlook - The "14th Five-Year Plan" period is seen as a critical leap for China's industrial system, with Sichuan Liquor Group's model serving as a template for traditional industries to achieve high-quality development through value chain reconstruction [9].

Group 1 - The core objective of Chuanjiu Group is to achieve revenue exceeding 45 billion yuan and tax profits reaching 3 billion yuan by 2030, aiming to enter the "first echelon of Chinese liquor" [1] - The company has identified three development directions: staple liquor, bulk liquor, and customized liquor [3] - The staple liquor market is projected to exceed 150 billion yuan in 2024, with over 70% of sales coming from staple liquor products in the first half of 2025, indicating a significant growth opportunity [3] Group 2 - The bulk liquor market is expected to surpass 80 billion yuan in 2024 and exceed 100 billion yuan in 2025, with a compound annual growth rate of over 15% [3] - Chuanjiu Group aims to establish itself as a benchmark for brand development in the bulk liquor sector [3] - The customized liquor market is anticipated to reach 100 billion yuan, with the company having developed a "Chuanjiu Custom" app to facilitate quick custom orders [3]