来源：市场资讯 汤司令作为"技术+市场+管理"复合型人才，与珍酒李渡的高质量发展战略契合，有望推动集团实 现创新增长，为未来打开更大的想象空间。 汤司令出任集团CEO，可视为珍酒李渡应对行业新周期的一份"战略答卷"——以长期主义破市场 不确定性，以创新破局同质化桎梏。 （来源：云酒头条） 年少时的汤司令（汤向阳），曾梦想"成为一名白发苍苍的酿酒师傅"。如今，他超额完成梦想，成为一 家上市酒企的CEO。 10月13日，珍酒李渡发布公告，董事会任命汤向阳为集团首席执行官，自即日起生效。他将全面负责集 团整体管理，以及旗下核心子公司珍酒与李渡的业务运营与发展。 11年前，汤司令接手国宝李渡，帮助企业扭亏为盈，并在后来推动其在港交所成功上市。此次升任集团 CEO，不仅是他职业生涯的又一次跨越，更凝结出一套可供行业借鉴的"方法论"。 10年李渡逆袭路 文｜刘保建 从濒临破产到港股上市 千年李渡镇，酿酒传统绵延不绝。1955年，当地九家私营作坊合并成立李渡酒厂，所生产的"李渡高 粱"，曾在上世纪风靡江西市场。 然而，随着市场环境变迁，李渡逐渐"掉队"。新千年之后，企业更是连亏5年。直到2014年3月，在现珍 酒李渡集团董 ...

Core Insights - The report highlights the emergence of new consumer brands in China, emphasizing the need for innovative marketing strategies to thrive in a rapidly changing competitive landscape [1][2][18] - The PMC (Potential Marketing Communication) theory is introduced as a framework for understanding the growth logic and innovative models of new consumer brands [1][2][18] Group 1: Market Dynamics - The competitive environment has drastically changed, with the rise of new consumer demographics and the advent of new consumerism, leading to the decline of traditional brand marketing methods [1][2][18] - New consumer brands like Gao Fan and Li Du have achieved exponential growth through innovative approaches, such as premium product offerings and immersive consumer experiences [1][2][19][20] Group 2: Brand Growth Characteristics - New consumer brands share common growth characteristics, including a focus on niche markets, preference for high-end positioning, and the use of content marketing over traditional advertising [1][2][19][20] - Successful brands have utilized strategic public relations and new retail channels, such as online short video and live-streaming e-commerce, to reach target audiences effectively [1][2][19][20] Group 3: PMC Marketing Innovation Model - The PMC model encompasses several key elements: market growth positioning, celebrity endorsements from entrepreneurs and KOLs, and the creation of star products that stand out in the market [2][18][46] - The report also analyzes successful case studies of traditional brands that have revitalized their market presence through innovative strategies, such as Yaya's transformation and the collaboration of Da Bai Tu with new brands [2][18][46] Group 4: Case Studies of New Consumer Brands - Gao Fan achieved a sales breakthrough of 1.7 billion yuan in three years, becoming the top brand in high-end down jackets [19] - Li Du transformed its business model, resulting in a 60-fold revenue increase over ten years and becoming the first stock of light bottle liquor in Hong Kong [20][22] - Three Dunsan, with its freeze-dried coffee innovation, reached a valuation of 4.5 billion yuan, outperforming Nestlé in the instant coffee market [28][29] - Lululemon surpassed Adidas in market capitalization, becoming the third-largest sports brand globally, with a revenue growth of over 10 times in a decade [30][32] Group 5: Future Trends - The report emphasizes the importance of emotional and cultural values in brand building, suggesting that brands must create additional benefits to remain competitive in the new commercial era [2][18][46] - The shift from traditional advertising to customer value innovation is identified as a fundamental change in brand-building strategies, with a focus on building brand equity through authentic consumer engagement [46][47]

Core Insights - The report highlights the failure of traditional brand marketing models in the new commercial era, emphasizing that new consumer brands achieve exponential growth through innovative strategies [1][10][16] - It introduces the PMC (Potential Marketing Communication) model, which focuses on customer value innovation, niche market penetration, and content marketing as key drivers for brand growth [1][16][48] Group 1: Market Environment Changes - The competitive landscape has dramatically shifted, leading to the decline of traditional brands and the rise of new consumer groups and consumption ideologies [1][10][14] - New consumer brands are not relying on traditional advertising but are instead focusing on value innovation and brand engagement to drive growth [1][10][46] Group 2: Case Studies of New Consumer Brands - High Fan achieved the top position in high-end down jackets within three years, breaking the 2000 price barrier with innovative materials and marketing strategies [1][18] - Li Du created the most expensive light bottle liquor in China, becoming the first liquor stock in Hong Kong, with a tax revenue increase of 100 times over ten years [1][19][21] - Orange Du led the domestic makeup market, achieving significant sales growth by expanding product categories and targeting diverse consumer demographics [1][22][24] - Babycare entered the top tier of the mother and baby market within three years, offering a wide range of products and achieving over 50 billion in sales by 2024 [1][26][28] - Three Dots Half surpassed Nestlé in the instant coffee market, achieving a valuation of 4.5 billion with innovative product offerings and marketing strategies [1][29][30] - Lululemon's market value surpassed Adidas, becoming the third-largest sports brand globally, with a revenue increase of 19% in 2023 [1][31][35] - Tineco achieved a valuation of 10 billion within five years by redefining the cleaning appliance market through user-centric innovations [1][36][37] - De You created a new category in wet toilet paper, achieving over tenfold growth in four years, with a market share exceeding 50% [1][38][40] - NIO became the highest-valued car company in China within six years, surpassing traditional automotive giants through innovative branding and customer engagement strategies [1][41][42] Group 3: New Marketing Strategies - The shift from advertising to customer value innovation is a fundamental change in brand building, with a focus on creating star products and enhancing consumer experience [1][47] - Niche market selection has become the primary path for new consumer brands, allowing them to build competitive advantages in less saturated markets [1][48] - High-end strategies have led to exponential growth for many new consumer brands, emphasizing the importance of brand equity and emotional connection with consumers [1][49]

智通财经记者 | 武冰聪 2025年 的"618电商节"在5月13日正式启动，持续至6月18日，总时长达37天，创下该活动有史以来的最长纪录。在史上最长"双11"之后，618也在通过拉长战 线刺激民众的消费意愿。 2023年以来，渠道库存高企，高端名酒价格倒挂，加之"年轻人不喝白酒"的讨论，烈酒消费市场预期显得有些悲观。然而2025年618期间，从电商平台公布 的数据来看，酒类产品动销势头良好。 据企业方公布的数据，5月13日到5月26日，天猫618第一阶段，淘系酒类核心品牌同比去年618第一阶段增长达到72%，其中，国产白酒、葡萄酒、黄酒均实 现了双位数增长。 美团闪购方面，5月28日至6月1日，白酒、精酿啤酒、手机、运动鞋服、电脑整机、智能设备、电子教育、小家电、厨卫大家电、眼部护理用品、男士彩妆 等50余类商品成交额相比去年同期增长超过1倍，其中白酒成交额增长近19倍。 此外，直播拉动了电商平台的酒类消费。天猫618售卖第一阶段，酒水直播同比去年增长20%，其中葡萄酒直播增长高达108%，国产白酒直播在去年高位的 基础之上，仍实现19.6%的增长。 除了传统电商，即时零售平台的酒类也在618期间取得了销 ...