新华网贵阳1月1日电（卢志佳）没有哪个品牌，能够忽视短视频平台超过10亿的用户规模和仍在增 长的日均使用时长。在数智化和视频化的流量时代，企业家IP化正在成为中国商业生态的新现象。 企业家IP不是互联网、高新技术企业的专属。位于贵州遵义的珍酒，是一个拥有五十年积淀的酱香 酒品牌，面对如何让老字号品牌焕发新生的时代课题，珍酒李渡集团掌舵人吴向东也从幕后来到台前， 勇敢地拿起数字化工具打造个人IP，在白酒行业努力探索一条老品牌与新时代对话的融合创新之路。 吴向东视频号主页截图。 从幕后到台前 酒业"老兵"投身"新战场" 渠道库存高企、价格体系承压、消费动能转换……这两年的中国白酒行业，正经历一场深刻调整， 有不少从业者认为酒业"凛冬已至"。在这场寒流中，作为中国白酒核心产区之一的贵州，如何破局前 行，考验着每一位从业者的智慧。 吴向东，这位在白酒行业深耕三十余年的"老兵"，选择投身新的"战场"。2025年7月，吴向东从零 起步开启了个人视频号创作之路。他放下传统企业家的包袱，开始拍视频、学剪辑、做直播，在镜头前 自然地分享生活感悟、酿造工艺、企业责任与行业思考。 吴向东视频内容包罗万象：讲管理（"四双鞋"制度）， ...

活动现场 今年5月，珍酒李渡创新推出万商联盟模式，围绕超级链接、超级产品、超级渠道、超级传播、超级组织、超级品牌、超级体验七大战略，持续强化产品 力、渠道力和用户体验，在200多天里，万商联盟创富论坛已召开75场，吸引上万人参加，签约联盟商超3600家，成为白酒行业2025年热度最高的创新商业 模式。 吴向东表示，创建万商联盟，源于对LABUBU、赛力斯、老铺黄金、茅台年份酒等一系列品牌案例的深度研究，核心逻辑在于"没有超级产品，就没有超级 经销商，就没有超级企业，就没有超级收益"。 12月29日，2025（第二十届）中国品牌人物年会在深圳召开，珍酒李渡集团董事长吴向东应邀出席，并以万商联盟模式为例，分享行业周期下企业通过创新 实现市场突围。 吴向东作分享 中国品牌人物年会于2006年发起，被誉为中国品牌人物界的"奥斯卡"。本届年会以"谁为中国赢得尊敬"为主题，汇聚政、商、学、媒等各界嘉宾2000多人参 加。 吴向东表示，在经济和行业周期的双重压力下，传统行业靠局部、零散式创新已难以实现可持续发展。企业必须坚定深耕产业，勇于逆势布局，推动系统 性、全方位创新，才能真正增强企业抵御行业波动与风险的能力。 "牛市 ...

当前，全球经济格局正经历深刻变革，品牌建设成为企业应对周期波动、赢得长远发展的核心动力。颁 奖词指出，吴向东深耕酒业三十年，成功打造华致酒行与珍酒李渡两家上市公司。2025年，他凭借"大 珍·珍酒"和高端精酿啤酒"牛市"实现多元突破，并通过个人IP打造与"万商联盟"战略，树立了行业调整 期的突围典范。 吴向东在获奖感言中表示，品牌是企业的、是社会的，也是国家的，甚至是全人类的资产，我们打造品 牌的从业者，要不遗余力地打造品牌。 12月29日，2025(第二十届)中国品牌人物年会在深圳召开，发布《2025中国十大品牌年度人物》榜单。 金东投资集团、珍酒李渡集团、华致酒行董事长吴向东凭借在品牌建设领域的持续深耕和卓越实践，成 功上榜。 "中国十大品牌年度人物"评选始于2006年，旨在表彰在各行各业品牌建设中作出突出贡献，推动中国品 牌发展，并获得社会广泛认可与尊重的杰出代表。袁隆平、屠呦呦、邓亚萍、单霁翔、马云、董明珠、 李书福、施一公、刘永好、莫言等众多行业领军人物，均曾入选该榜单。 颁奖典礼上，中国上市公司协会会长宋志平，全球化智库创始人、国务院原参事王辉耀共同为吴向东颁 奖。 ...

吴向东表示，传统消费市场承压，新消费逐渐崛起，挑战与机遇并存。今年5月，珍酒李渡创新推出万 商联盟模式，构建包括"超级链接、超级产品、超级渠道、超级传播、超级组织、超级品牌、超级体 验"七大战略体系，重塑行业生态，推动厂商共生共赢，共创长期价值。 截至目前，万商联盟创富论坛已召开75场，吸引上万人参加，签约联盟商超3600家，成为白酒行业2025 年热度最高创新商业模式。大珍·珍酒在全国31个省份、280个城市热销，成为高端酱酒最畅销新品。 12月28日，以"山海共潮生 湘聚创未来"为主题的大湾区湘商精英盛典暨2026迎春晚会在深圳举行，来 自粤港澳大湾区的500多位湘籍企业家齐聚一堂，共商未来发展。珍酒李渡集团董事长吴向东受邀出 席，并结合万商联盟模式实践，分享企业逆势创新案例。 吴向东表示，大湾区作为改革开放的前沿阵地，已在电子信息、新能源等多个领域形成万亿级产业集 群，并在人工智能、生物医药、新材料等赛道展现出强劲发展态势。他号召广大湘商弘扬"敢为人先、 心忧天下"的湖湘精神，发挥"吃得苦、霸得蛮、耐得烦"特质，积极融入大湾区建设，共同把握时代机 遇。 会议现场 今年7月，吴向东入局短视频赛道，五个月发 ...

12月27日，贵州珍酒宣布，战略级大单品"大珍·珍酒"将迎来焕新升级。新一代"大珍·珍酒"将于2026年1 月31日后正式上市供应。在售"大珍·珍酒"将于今年12月31日正式停产。 今年，贵州珍酒推出全新战略级单品"大珍·珍酒"，"大珍"是产品的正式名称，后缀数字（如"2020"）指 的是酒体基酒的酿造年份。"大珍·珍酒"凭借醇厚酒体、极简设计与对真实年份的郑重承诺，上市以 来，产品热销全国31个省份、280个城市，成为高端酱酒最畅销新品。 为持续践行"每年推出基于5年基酒酿造的真实年份产品"的品牌承诺，贵州珍酒即将推出新一代"大珍· 珍酒"。 大珍2020真实年份 经典之上，更进一境。全新"大珍·珍酒"，将在酒体与包装方面进阶焕新。新品酒体将优化轮次酒勾调 比例，香气更丰盈喷涌，层次更细腻醇和，口感更顺滑平衡；包装沿用经典酒瓶，升级玻璃工艺，透光 更澄澈，触感更温润。 贵州珍酒表示，为保障市场平稳过渡与合作伙伴权益，自2026年1月10日8时起，在售的"大珍2020真实 年份"将进行价格调整，每瓶价格上调10元。 ...

Core Insights - The Chinese liquor industry in 2025 is undergoing significant transformation amidst challenges such as a sluggish macro environment, consumption differentiation, production contraction, and weak sales, leading to a reshaping of the industry landscape [2] - The industry is encouraged to innovate and break old rules to find new growth paths, reflecting a mix of pressure and hope [2] Group 1: Industry Developments - The Ministry of Industry and Information Technology has classified liquor production as a "historical classic industry," elevating its status and marking a shift towards high-quality development [3] - A stringent "ban on alcohol" was introduced, impacting high-end liquor sales and indicating a shift from government consumption to market-driven consumption [4] - The launch of "Da Zhen·Zhen Jiu" by Zhen Jiu represents a strategic move towards creating a "super product" in the liquor market, emphasizing quality and innovative packaging [5] Group 2: Market Strategies - The establishment of two platform companies by Wuliangye's distributors aims to enhance market control and stabilize high-end product prices, reflecting a shift towards a dual-driven model of channels and capital [7] - Sichuan Province has released a 21-point action plan to promote the high-quality development of the liquor industry, focusing on production capacity and market expansion [8] - Wuliangye's 12·18 conference emphasized the importance of quality, cultural heritage, and innovation in navigating market changes [9] Group 3: Consumer Engagement - The return of the white liquor milk tea "Drunk Step on the Road" by Tea Baidao highlights the growing trend of "micro-drunk" consumption among younger consumers [13] - The fifth live broadcast by Zhen Jiu's chairman garnered significant attention, showcasing innovative business models and strong consumer engagement [10] Group 4: Awards and Recognition - The 16th China (Dalian) Light Industry Commodity Expo featured a wine exhibition and quality competition, showcasing the strength and cultural appeal of Chinese liquor brands [16] - The announcement of the first batch of Chinese consumer brands included notable liquor brands, indicating recognition of quality and market position [5][6] Group 5: Future Outlook - The liquor industry is expected to continue evolving with a focus on quality, cultural integration, and innovative marketing strategies, as seen in the initiatives from various companies and government bodies [18][19]

Group 1 - The core viewpoint of the article highlights the recognition of Guizhou Zhenjiu as a leading enterprise in the region, ranking 10th in the "Top 100 Private Enterprises in Guizhou" and 7th in the "Top 20 Private Manufacturing Enterprises in Guizhou" [1][3] - The rankings reflect characteristics such as the continued leadership of top enterprises, optimization of industrial structure, significant investment in research and innovation, adherence to legal and ethical business practices, and active social responsibility [3] - Guizhou Zhenjiu has invested over 12 billion yuan to expand its production capacity, maintaining a top-three position among liquor companies in Guizhou, with a production capacity of 44,000 tons set to launch in the 2025 brewing season and a quality base liquor storage of 150,000 tons [5] Group 2 - In response to macroeconomic uncertainties and deep adjustments in the liquor industry, Guizhou Zhenjiu is innovating by launching strategic products such as Dazhen Zhenjiu and Niushi Beer, organizing wealth creation forums, and strengthening its entrepreneur IP [5]

Industry Environment - The Chinese liquor industry faces three major challenges by 2025: demographic changes, deepening technological revolution, and internal industry adjustments. The shift from "scale expansion" to "structural optimization" is necessary due to population decline and a decrease in the main consumer demographic. AI technology is driving the smart transformation of the industry, reshaping production and marketing models. Solutions include returning to pragmatic values, upgrading technology and quality to meet diverse consumer demands, and enhancing brand IP and emotional connections to build a symbiotic commercial ecosystem [2][3] 1919 Strategic New Vision - The liquor distribution industry is transitioning from traditional inventory models to user operation and instant retail. 1919, as an industry leader, is implementing a "center store + front warehouse" model and a F2B2C supply chain, developing six core capabilities (brand, scale, online customer acquisition, offline fulfillment, supply chain, data sales) for efficient localized service. Collaborations with platforms like Taobao and Meituan have led to significant growth, with plans to expand to over 100,000 front warehouses by 2026. This strategy aligns with young consumer demands, potentially capturing 60%-70% of liquor retail market share [4] Insights from Cross-Industry Products - The introduction of cross-industry products like Mingren soda water has highlighted the collective anxiety within liquor channels due to high inventory and slow sales. Mingren's positioning as a beverage for both before and after drinking has penetrated liquor consumption scenarios, with over 3 million terminal outlets. This case emphasizes the need to shift from product selling to providing scene-based solutions and creating closed-loop experiential marketing [5] "Liquor + New Energy" Growth Potential - Several liquor companies are forming strategic partnerships with new energy giants to explore new paths for industry integration. Collaborations aim to reduce high energy costs in liquor production and build green supply chains, responding to carbon neutrality goals. Leading companies are leveraging these partnerships to expand high-end consumer bases and explore new growth points [6][7] E-commerce Tax Implications - New e-commerce tax regulations set to take effect in October 2025 will require platforms to report merchant data, eliminating tax ambiguities in liquor e-commerce. While small merchants are exempt, larger businesses will face stricter compliance, curbing practices like price dumping. This policy shift is expected to foster fair competition, pushing the industry towards value-based competition rather than price wars [8] New Survival Coordinates for Liquor Merchants - As competition intensifies and channels flatten, traditional profit models based on price differences are becoming obsolete. Merchants must enhance service capabilities, focusing on sales rates, user engagement, and data operations. Manufacturers are shifting from price support to funding market actions for distributors, creating a new formula of "price difference + service commission" [9] Transformation of Tobacco Shops - The traditional tobacco shop industry is undergoing significant transformation, facing challenges but not extinction. The industry is characterized by a "pyramid structure," with small shops leveraging low costs and new channels. Future directions include using digital tools to enhance efficiency and optimizing product offerings to stimulate repeat purchases [10][11] Insights on the Beer Industry - The Chinese beer industry is entering a phase of sustainable development and smart manufacturing, with a focus on high-end products and craft beers. The industry is shifting from scale expansion to value realization, emphasizing health and specialty in product development [12] Changes in Sichuan Banquet Alcohol Consumption - The Sichuan banquet alcohol market is witnessing a shift from traditional "white wine + red wine" combinations to "white wine + low-alcohol beverages," with over 50% of low-alcohol drinks being served. This trend reflects changing consumer preferences towards practicality and cost-effectiveness [12] New Trends in Liquor Chains - The liquor industry is experiencing structural changes driven by diversified consumption, fragmented channels, and personalized demands. The focus is shifting from "single-point breakthroughs" to "full-domain integration," emphasizing the importance of service value and user relationships [13] Brand Dynamics - The health-focused liquor market is rapidly growing, with brands like Zhenjiu leveraging technology and quality assurance to meet consumer demands. The market for health-oriented liquor is projected to reach 58.36 billion yuan by 2024 [14] Cultural Empowerment in Branding - Tiananmen Sauce Liquor emphasizes quality and cultural heritage during industry adjustments, showcasing its commitment to traditional craftsmanship and cultural transmission [15] Young Consumer Engagement Strategies - Wuliangye's collaboration with Pure K to target young consumers has resulted in significant sales growth, demonstrating innovative paths for integrating liquor into youth culture [16][17] Strategic Planning for Future Growth - Xifeng Liquor is focusing on brand youthfulness and internationalization, leveraging technology and cultural confidence to enhance its market position [18] Quality as a Competitive Edge - The liquor industry is transitioning from scale expansion to value enhancement, with quality and culture becoming key competitive factors. Companies like Congtai Liquor are emphasizing quality assurance and regional collaboration to drive growth [19] Evolution of Instant Retail - The liquor industry is moving towards "full-domain retail," emphasizing efficiency and value over price competition. Companies are encouraged to adopt a holistic approach to retail strategies [20] Low-Alcohol Product Success - The introduction of low-alcohol products like Guojiao 1573 has achieved significant market success, highlighting the trend towards healthier drinking options [21] Innovative Marketing Strategies - The collaboration between Wuliangye and FIFA for a new product launch demonstrates the effectiveness of sports marketing in engaging younger audiences [22] Cultural Exchange through Alcohol - The partnership between Chinese and French brands during a state visit symbolizes the cultural exchange and recognition of Chinese liquor on the international stage [28] New Consumption Scenarios - The launch of new products by JunTai Liquor targets both everyday celebrations and high-end collections, reflecting the evolving consumption landscape [29] Commitment to Quality and Development - Xifeng Liquor is reinforcing its commitment to quality and cultural heritage, aiming to lead the industry towards high-quality development [30]

第 51 周 酒行业 周度市场观察 行业环境 头部品牌动态 投资运营 产品技术 营销活动 01 行业趋势 Industry Trends 本周看点： 三个变量下，酒业未来五年靠什么增长？ 打造10万+酒饮前置仓，以六大能力重构即时零售新生态； "白酒+新能源"能否酿出新增长？ 行业环境： 1. 三个变量下，酒业未来五年靠什么增长？ 关键词：人口结构变迁,技术革命深化,行业内部调整,价值深耕,AI智能革命 概要：2025年中国酒业面临人口结构变迁、技术革命深化和行业内部调整三重挑战。人口负增 长和主力消费人群减少迫使行业从"规模扩张"转向"结构优化"；AI技术推动产业智能化转 型，重塑生产和营销模式；行业进入深度调整期，需解决库存压力和结构性矛盾。破局路径包 括：发展理念回归务实与真价值，精准匹配市场需求；产品端注重科技与品质升级，满足多元 化消费需求；市场端精耕存量并开拓增量，推动白酒文化出海；文化生态上强化品牌IP和情感 连接，构建共生共荣的商业生态。未来酒企需以科技、文化为驱动，实现高质量可持续增长。 原文链接：https://www.163.com/dy/article/KG9AB17N0519SQQ7 ...

客户端 珍酒李渡（06979）早盘涨超4%，截至发稿，股价上涨4%，现报8.59港元，成交额3468.77万港元。 热点栏目 自选股 数据中心 行情中心 资金流向 模拟交易 热点栏目 自选股 数据中心 行情中心 资金流向 模拟交易 客户端 珍酒李渡（06979）早盘涨超4%，截至发稿，股价上涨4%，现报8.59港元，成交额3468.77万港元。 12月19日，贵州珍酒发布关于部分区域阶段性停止大珍招商通知。当中提到，大珍项目作为公司在行业 深度调整周期中的一项重要创新举措，自启动以来持续稳步推进，取得显著成效。为保障市场良性运 营，11月9日公司公布了36个区域阶段性停止招商决定。现已过去了一个月，公司决定公布第二批阶段 性停止招商区域。 值得注意的是，12月9日，珍酒李渡集团董事长吴向东以"我们的200天"为主题，开启第五场大型直播。 他透露，"大珍·珍酒"上市200天，已在全国31个省、280个城市热销，回款5.8亿元，成为中高档白酒全 网新品销量第一，长期目标是成为300亿级超级大单品。他同时预告，一款定位更高、价格再增百元的 顶级啤酒新品正在规划。 责任编辑：卢昱君 12月19日，贵州珍酒发布关于部分 ...