"赢得信赖"是瓶子星球的第一经营目标。 11月19日，#AIIC2025酒业创新与投资大会 上发布的创新案例中，瓶子星球集团作为"转型增长"的典型案例。用长达五年的时间推动一家公司勇敢的变革 与创新，通过成功转型并实现了逆势增长，瓶子星球终于打开了新酒饮新世界的大门。 基于酒类行业整体处于下行周期中，瓶子星球董事长陶石泉表示："我们的行业像现在的天气一样，进入了冬天。"但他同时表示："企业对于自我改善的 努力不会停止，通过从产品到组织的极致改善来追求健康增长。" 目前瓶子星球已实现连续22个月稳健增长。对增长的原因，瓶子星球集团归结为"高质量经营改善"，并强调前提是"拒绝粉饰，把问题摆在桌面上"。现 场，陶石泉分享了四个维度的硬核实践： 01 高质量改善产品，赢得用户的信赖。 02 高质量改善消费场景，赢得终端的信赖。 03 高质量改善经销商合作模式，赢得客户的信赖。 04 高质量改善企业文化和机制，赢得员工的信赖。 "参照物不是同行，是过去的自己。"瓶子星球集团以实践作答，将新酒饮新世界的创新探索定义为一场与自己的较量。 ★本文根据2025酒业创新与投资大会陶石泉的演讲进行整理，内容有所删减，未经本人审阅， ...

Core Insights - Industry investment is a key engine for the evolution of the liquor industry, providing necessary funding and support for channel expansion, product innovation, and brand building [2] - The rise of "micro-drinking socialization" and "self-consumption" among younger generations has made the dual approach of capital and industry essential for the liquor sector to grasp future growth opportunities [2] - The AIIC2025 Liquor Industry Investment and Innovation Conference will launch the "AIIC New Growth Liquor Consumption Fund" with an initial scale of 500 million yuan, aimed at discovering innovative projects and providing financial support [2] Industry Trends - The new liquor segment has become a typical representative of industry investment driving innovation, reflecting how capital resonates with consumer trends [3] - From 2020 to 2021, the market size of new liquor brands surged from approximately 20 billion yuan to 30 billion yuan, with a compound annual growth rate of about 30% [3] - The new liquor segment is expected to grow from 57 billion yuan to between 74.3 billion and 75 billion yuan from 2024 to 2025, maintaining a compound annual growth rate of 25% to 30% [3] Company Developments - In October, Mixue Group invested nearly 300 million yuan to gain control of the fresh beer brand "Fulu Family," marking a significant move into the fresh beer sector [4] - Bottle Planet Group achieved a 16% organic revenue growth in 2024, with its low-alcohol new liquor business growing by 30% [4] - The traditional yellow wine leader, Kuaijishan, launched a sparkling yellow wine in August 2023, achieving over 10 million yuan in sales within 72 hours during the 2024 "618" event [8] Conference Insights - The AIIC2025 conference will provide a platform for industry innovators to share practical experiences and insights [4][11] - The event will serve as a strategic window for participants to engage directly with industry capital and learn about emerging growth trends [11] - Design has become a crucial factor in attracting younger consumers, with significant collaborations established with well-known liquor companies for packaging design [10]

Core Insights - The article discusses the transformation of a new consumer brand, "瓶子星球" (Bottle Planet), which has shifted its strategy towards low-alcohol beverages after experiencing a period of stagnation and competition challenges [2][3][6]. Group 1: Company Strategy and Performance - "瓶子星球" has rebranded and reported a 16% growth in 2024, focusing on a new strategy for low-alcohol beverages [2][7]. - The company's low-alcohol beverage segment, including products like 梅见 (Meijian) and 果立方 (Guolifang), has seen a 30% growth, with Meijian alone generating sales of 100 million in Chengdu [7][12]. - The brand aims to become the largest low-alcohol beverage group in China, indicating a strategic pivot rather than a mere transformation [12][28]. Group 2: Market Dynamics and Consumer Trends - The article highlights a structural opportunity in the market as traditional alcoholic beverages lose market share to low-alcohol options, driven by changing consumer preferences [25][26]. - The trend towards low-alcohol consumption is supported by a Nielsen survey indicating a global shift towards moderate drinking [25]. Group 3: Organizational Changes and Challenges - The company has emphasized the importance of organizational improvement to support its strategic goals, focusing on effective business practices and quality [13][18]. - "瓶子星球" has implemented a "high-quality operational improvement" system to enhance its market presence, particularly in the O2O (online-to-offline) space [18][22]. - The brand's success in retail partnerships, such as with 永辉 (Yonghui) and 盒马 (Hema), demonstrates its ability to adapt to market demands and consumer behavior [22][28].