Core Insights - The event "2025 Qinghua Fenjiu Meihao Xiangfen" Yangmei Festival marks a cultural and experiential rebranding for Fenjiu, targeting the younger generation [3][4][18] - The festival serves as a platform for Fenjiu to engage with Generation Z, showcasing a blend of product, culture, and experience [3][13] Group 1: Event Overview - The Yangmei Festival has evolved since its inception in 2020, becoming a significant cultural event for Fenjiu [4] - The event featured engaging IP characters, "Qinghua Fenjiu Baby" and "Yangmei Baby," appealing to younger audiences and families [4][6] - International guests from nearly ten countries participated, enhancing the global appeal of Fenjiu [6] Group 2: Health and Wellness Focus - Experts highlighted the health benefits of Yangmei, rich in Vitamin C and anthocyanins, when combined with Fenjiu's unique brewing process [8][10] - The festival emphasized the modern health value of Yangmei wine, aligning with the younger generation's interest in wellness [6][10] Group 3: Marketing and Consumer Engagement - The festival represents a systematic approach to Fenjiu's youth-oriented strategy amidst industry challenges like overcapacity and generational shifts in consumption [13][15] - Fenjiu aims to create new consumption scenarios by integrating cultural elements and innovative marketing strategies [15][16] - The company plans to continue exploring the fusion of traditional liquor with modern consumer preferences, enhancing emotional and cultural connections [15][18]

当前白酒行业正处于深度调整期，短期面临过剩产能与渠道库存的"堰塞湖"，长期面临消费人群更替的"代际"之困。不论是从专业机构的调研结果，还是抖 音、小红书等社交平台上直观可见的年轻网友发言，都指出一点：年轻人对白酒"无感"，除了汾酒。例如，后浪研究所《2024年轻人喝酒报告》调查结果显 示，年轻人最爱的酒类品牌中，汾酒是唯一上榜的白酒品牌。为什么是汾酒？ 6月12日，2025"青花汾酒梅好相汾"杨梅节开幕暨杨梅汾酒封藏仪式在"中国陶都"宜兴盛大举办。从这场由汾酒集团、凤凰网联袂打造的文化盛事中，可以 看出汾酒正在通过不断创新，找寻联结传统文化与Z时代需求的新媒介，尝试为白酒行业搭建走出调整周期、跨越代际鸿沟的新桥梁。 一、今年汾酒杨梅节有三"新" 年年岁岁花相似，岁岁年年"节"不同。虽然汾酒集团已连续多年举办汾酒杨梅节，但每一届都以全新姿态呈现在大众眼前，这是汾酒勇于创新实践，敢于突 破自我的体现。今年的汾酒杨梅节尤为不同，尤以这三"新"最引人注目。 第一"新"，汾酒和杨梅有了新形象。全新推出的杨梅宝宝和汾酒宝宝的IP形象，凭借可爱俏皮的模样迅速抓住大众眼球，尤其是深受现场年轻女性和小朋友 们的喜爱。这两个萌趣 ...