郎酒：构建高控制力的执行链路 引言：在白酒行业加速渠道结构重构的背景下，宴会场景正成为品牌竞相争夺的核心增长入口。剑南 春、郎酒、洋河等头部酒企已率先构建宴会营销体系，深度渗透婚宴、升学宴、寿宴等高信任消费节 点。中小品牌同样迎来"低门槛高撬动"的增长窗口，如何在这类高社交浓度、高动销效率的场景中跑通 动销、转化与沉淀的全链路路径，成为下一阶段竞争的关键命题。 宴会，不再只是场景 在当前竞争格局下，白酒品牌普遍面临一个现实命题：如何借助更具聚合效应的渠道，实现产品的规模 性动销与品牌资产的同步积累。相比传统零售端的碎片式渗透与不可控动销链条，宴会，正在成为品牌 追求"快动销 + 强传播"的优选渠道。 这一趋势的背后，是宴会场景所具备的多重战略特征：1、高密度消费：一场婚宴、升学宴的用酒量远 超日常消费，是放量效率最高的消费节点;2、高信任背书：主办人天然承担"选酒人"与"推荐人"角色， 形成社交信任转移;3、高社交穿透：现场聚集亲友关系圈，品牌即在真实社交中完成曝光;4、高品牌承 载：宴会用酒承载身份、体面、仪式感，提升品牌价值感知。 行业趋势 随着头部酒企的持续推动，宴会营销正在从"战术性活动"升级为"战略 ...

Core Insights - The white liquor industry is experiencing intensified structural differentiation and competition, with a focus on self-transformation and finding new opportunities amidst deep adjustments [1] - In 2024, the production volume of white liquor from 989 large-scale enterprises in China is projected to be 4.145 million kiloliters, a year-on-year decrease of 1.8%, while sales revenue is expected to reach 796.384 billion yuan, a year-on-year increase of 5.3% [1] - The industry is characterized by strong concentration, with leading brands and regions playing a crucial role in market dynamics [1] Industry Overview - The white liquor market is undergoing a reshuffle, with a clear trend of strong concentration and differentiation, leading to fierce competition among top brands [1][15] - Major brands are innovating their marketing strategies and product offerings to adapt to changing consumer demands and market conditions [15][23] Market Dynamics - In key markets like Henan, Jiangsu, and Shandong, leading brands dominate the sales landscape, with significant market shares held by top players such as Moutai and Wuliangye [4][5][6] - The competitive landscape varies by region, with local brands often struggling against national brands in markets like Henan and Guangdong [4][8][9] Brand Strategies - Wuliangye is focusing on expanding its market presence through innovative product launches and targeted marketing strategies aimed at various consumption scenarios [16] - Moutai is enhancing its brand image through cultural marketing and customer engagement initiatives, aiming to adapt to the evolving consumer landscape [17] - Luzhou Laojiao is implementing a dual-brand strategy to enhance market penetration and consumer experience [18] - Shanxi Fenjiu is emphasizing quality and cultural heritage in its marketing approach to strengthen brand loyalty [19][20] - Yanghe is leveraging cultural events and sponsorships to enhance brand visibility and market share [21] Future Outlook - The white liquor industry is expected to continue evolving, with leading companies focusing on innovation, market expansion, and adapting to consumer preferences [23] - The emphasis on quality, cultural relevance, and consumer engagement will be critical for brands to maintain competitiveness in a rapidly changing market [23]

显然，白酒行业目前仍处于深度调整期，库存积压、价格倒挂、经销商退出等现象在近两年似乎愈演愈 烈，白酒消费市场遇冷，市场复苏态势较弱等情况成为常态，几乎所有的白酒企业都面临新的挑战，此 时考验的便是企业穿越周期的能力，比起盲目激进，立足长远、拥抱长期主义才是头部酒企应有的担 当。 面对行业变局，作为头部酒企的洋河选择主动慢下节奏，积极调整经营策略，稳固提升产品品质，全面 推动营销转型。据悉，洋河在去年主动减少白酒产量，帮助经销商释放库存，减轻压力；同时优化产品 结构，创新文化表达，通过产品升级在高端及中高端市场实现新突破。 持续升级焕新产品 4月28日晚，洋河股份发布2024年报。2024年实现营业收入288.76亿元，归属于上市公司股东的净利润 66.73亿元。公司拟以现有总股本逾15亿股为基数，向全体股东每10股派发现金红利23.17元（含税）， 派发现金红利共计34.9亿元（含税）。 这样一份成绩单在引发讨论背后，也让更多人看到白酒行业当下的困境与企业的积极求变。从目前披露 2024年报的白酒上市公司来看，多家企业出现业绩下滑，其中不乏净利暴跌近一倍的企业，头部酒企也 普遍出现业绩增速放缓的情况。 构建完 ...