21世纪经济报道记者在春节期间注意到，各类酒企的春节经营重点进一步转向"推动C端开瓶饮用"，无论是多达八家 酒企登上马年春晚，还是各家酒企集体推出开瓶扫码促销，营销活动的核心都是围绕开瓶率展开。 由于需求端疲软，外界原本对今年春节白酒消费不抱期待，但从近期国内外机构调研来看，普遍认为春节白酒销售略 好于预期。 证券分析师张伟敬对21世纪经济报道记者透露，从机构调研的情况来看，今年春节白酒整体动销预计同比仍然有两位 数下滑，但下滑幅度比去年下半年明显收窄，"行业已经有底部信号。" 头部品牌更是交出了超预期表现。 来源：21世纪经济报道 作者：肖夏 今年春节聚餐，不少人学会了在酒桌上扫码。 春节是一年一度的酒饮消费大节，尤其白酒最为重视，今年更是史上最长的春节长假，为创造更多酒饮消费场景提供 了可能性。 综合21世纪经济报道综合记者走访和券商调研的情况来看，今年茅台、五粮液等头部白酒继续占据家庭团圆、节庆宴 请等核心场景的C位。券商多预计茅台今年春节销量有两位数甚至更高的增长，五粮液有个位数至两位数的增长。 尤其是茅台，大单品500m53度飞天茅台今年通过直销渠道放量，春节期间"上桌率"大幅提升。21世纪经济报道 ...

劲牌营收预增9.6%夯实百亿级地位 吴少勋"保健+草本"布局冲破增长藩篱 【中国白酒网】"劲酒虽好，可不要贪杯哟"，劲牌公司的广告语已陪伴消费者三十三载。如今，劲 牌公司持续夯实百亿级企业的行业地位。 近日，劲牌公司发布《2025年度社会责任报告》，这是该公司连续第十九年向社会公开履责历程与 思考。 劲牌公司介绍，公司2025年营收预计达137亿元，同比增长9.6%，核心品牌劲酒增速更是突破 20%。 在白酒行业进入"三期叠加"的调整期时，劲牌公司的业绩增长更加难能可贵。 实际上，在此之前，劲牌公司营业收入在百亿门槛前已停滞多年。 在董事长吴少勋的不断反思下，劲牌公司推出了毛铺草本白酒。他将产品分为两类，保健酒回归功 能属性，草本白酒主打社交活动属性。 通过"保健+草本"的双线布局，劲牌公司当前正冲破增长藩篱，向更高的目标冲刺。 劲酒营收增速预计破20% 劲牌公司是一家健康产品企业，1953年创建于湖北大冶。历经70余年稳步发展，从一家县级小酒 厂，成为业务覆盖30多个国家和地区的公司。 目前，劲牌公司拥有"保健酒、草本白酒、中药业"三大业务板块，专注健康产品的研发、生产、销 售，分别打造了"中国劲酒、毛铺草 ...

"劲酒虽好，可不要贪杯哟"，劲牌公司的广告语已陪伴消费者三十三载。如今，劲牌公司持续夯实百亿 级企业的行业地位。 近日，劲牌公司发布《2025年度社会责任报告》，这是该公司连续第十九年向社会公开履责历程与思 考。 劲牌公司介绍，公司2025年营收预计达137亿元，同比增长9.6%，核心品牌劲酒增速更是突破20%。 近日，劲牌公司发布《2025年度社会责任报告》及公开数据显示，这是该公司连续第十九年向社会公开 履责历程与思考。 劲牌公司介绍，公司2025年营收预计达137亿元，同比增长9.6%，核心品牌劲酒增速更是突破20%。 在白酒行业进入"三期叠加"的调整期时，劲牌公司的业绩增长更加难能可贵。 实际上，在此之前，劲牌公司营业收入在百亿门槛前已停滞多年。 在董事长吴少勋的不断反思下，劲牌公司推出了毛铺草本白酒。他将产品分为两类，保健酒回归功能属 性，草本白酒主打社交活动属性。 通过"保健+草本"的双线布局，劲牌公司当前正冲破增长藩篱，向更高的目标冲刺。 劲酒营收增速预计破20% 劲牌公司是一家健康产品企业，1953年创建于湖北大冶。历经70余年稳步发展，从一家县级小酒厂，成 为业务覆盖30多个国家和地区的公司 ...

《长江之恋——2026湖北卫视春节联欢晚会》 2月17日（正月初一）19:30 春节马上就要到了 今年春晚看啥？ 马年，当然要看骑马舞啦 当萌萌的机器人 领着一群人齐跳骑马舞 现场氛围嗨到爆 "嘚驾舞春风 欢乐中国年" 毛铺草本酒 在湖北卫视及各大网络平台推出 为全国人民 奉献一场新春文化盛宴 现在 你也有机会 登上2026湖北卫视春晚 小编邀你"骑马"上春晚 参与方式 即日起 小编发起"我要上湖北春晚"活动 并在视频号、小红书、抖音、快手平台 带话题发布 优秀作品不仅将在湖北广电 主流账号平台展示 还将有机会登上2026湖北卫视春晚 在春晚舞台节目中精彩亮相 参与平台和话题 全网征集"魔性骑马舞"视频 用户参与拍摄跳嘚儿驾魔性骑马舞视频 舞春风 欢乐中国年 赶紧来秀出你曼妙的舞姿吧 让粉丝们助你 "骑马"上春晚！ 赶紧来参与吧 来源：湖北发布、湖北卫视 视频号：在视频号发布骑马舞视频，带话题#2026湖北卫视春晚 #嘚儿驾魔性骑马舞 即可参与； 快手平台：在快手平台发布骑马舞视频，带话题#2026湖北卫视春晚 #马力全开骑马摇 #嘚儿驾魔 性骑马舞 即可参与； 抖音平台：在抖音平台发布骑马舞视频，带话题#我 ...

文/王强 围绕保健酒、草本白酒、中药业三大业务板块，劲牌全面推进产品研发与升级，让健康价值更加清晰可 感。 在保健酒领域，劲牌针对不同人群与场景需求，陆续推出多款具有特色原料与特色功能的产品。其 中，"劲牌一人一方酒"全新面市，将个性化养生理念落地为实际产品；"劲牌养生一号"通过配方优化， 口感进一步改善，3.0版本已投入生产。 在草本白酒方面，毛铺系列实现全面品质升级。新开发的毛铺草本酒光瓶产品，选用5年以上陈酿清、 浓、酱三香原酒，融入5味草本精华，并应用5项以上发明专利技术。2025年10月17日，毛铺草本酒在第 二十三届中国国际酒业博览会世界名酒价值大会上，荣获WSEAC2025年度世界烈酒精品大赛金奖。 岁月更迭，初心依旧。劲牌有限公司2025年度社会责任报告正式发布，这也是劲牌连续第十九年向社会 公开履责历程与思考。 劲牌持续优化酒体，十余年间完成清香型原酒九次标准提升，确立"指标优、品评优"双优原则，推动酿 造工艺持续进步。2025年，劲牌养生一号、参茸劲酒、追风八珍酒三款产品，入选《全国特色风味食品 标志性产品、制作技艺传承人名录》。 2025年，面对复杂多变的外部环境，劲牌始终围绕"健康中国 ...

Core Insights - The company is experiencing a surge in demand for its flagship product, Jin Jiu, particularly among younger consumers, leading to supply shortages in some markets [2][3] - Jin Jiu is projected to grow by approximately 20% this year, while the overall company growth is expected to be around 10% [2] - The company has established a strong market position by focusing on health-oriented products and leveraging technological advancements in production [4][14] Group 1: Market Demand and Trends - There is a notable increase in Jin Jiu's popularity among young consumers, who are creatively mixing it with other beverages, thus enhancing its market presence [2][5] - The company has successfully attracted around 9 million new young users in the past two years, with approximately 4 million being female consumers [6] - The overall liquor industry is facing challenges, making Jin Jiu's growth particularly remarkable [3][10] Group 2: Product Development and Innovation - Jin Jiu has differentiated itself by combining traditional herbal ingredients with modern production techniques, establishing itself as a leader in the health liquor segment [4][18] - The company has invested over 3% of its annual revenue into research and development, leading to innovations in product quality and safety [14][15] - Jin Jiu's packaging and product offerings have been tailored to meet consumer demands for health and convenience, such as the introduction of smaller bottle sizes [11][26] Group 3: Corporate Philosophy and Sustainability - The company emphasizes a "four friendly" approach, focusing on user, customer, employee, and social friendliness to ensure sustainable growth [22][28] - It has implemented environmentally friendly practices, achieving 100% resource utilization of waste materials and being recognized as a national green factory [28][29] - The company has made significant contributions to social welfare, including investments in education and community water projects, totaling over 6 billion yuan [29][30]

Core Insights - The report highlights a shift from grand narratives to the rise of ordinary people's voices, indicating a democratization of storytelling in various industries, particularly in entertainment and content consumption [1][4][7] Group 1: Entertainment and Content Industry - The film industry is witnessing a narrative shift where stories focus on ordinary individuals rather than heroic figures, exemplified by films like "Nanjing Photo Studio" and "Nezha 2" [16][20] - Short dramas and variety shows are becoming emotional "quick fixes" for audiences, with short dramas evolving into significant investments, as seen with "Zhuque Hall" [25][33] - Music and podcasts are experiencing a bifurcation, with a demand for both instant gratification through catchy tunes and deeper, meaningful content through long-form discussions [37][39] Group 2: Business, Retail, and Consumption - Consumers are increasingly rejecting brands that maintain a "grand" image, favoring those that engage in genuine interactions, as seen with innovative marketing strategies like using receipts for storytelling [49][50] - The trend of "micro-touch" marketing is emerging, where brands create unique consumer experiences through everyday interactions, such as personalized receipts and relatable narratives [52][53] - The consumption trend reflects a preference for "humble aesthetics" and "practical wisdom," indicating a shift towards authenticity and relatability in brand representation [48][49] Group 3: Technology and Internet - AI tools are empowering ordinary individuals to create and share content, making it easier for their voices to be heard in the digital landscape [8][10] - The integration of technology into daily life is shifting focus towards health and companionship, emphasizing the importance of personal experiences over grand technological achievements [8][10] Group 4: Social and Political Context - Public discourse is increasingly centered around empathy and personal experiences, with ordinary people's lives becoming a benchmark for evaluating broader societal issues [8][10] - The narrative power is shifting from elite institutions to everyday individuals, reflecting a growing desire for relatable and authentic stories in public discussions [7][10] Group 5: Health and Sports - The health and wellness sector is moving towards systematic optimization and cost-effective care, while grassroots sports events are gaining recognition, emphasizing local identity [8][10] - The focus on ordinary people's experiences in sports is reshaping the narrative around athleticism, moving away from elite-centric views [8][10] Group 6: Brand Marketing Revolution - The marketing landscape is undergoing a "people's revolution," transitioning from top-down communication to a more empathetic, two-way interaction with consumers [1][10] - Brands are encouraged to abandon the notion of leading and instead focus on companionship and understanding consumer emotions [10][11]

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The report focuses on the performance of various categories on Douyin, particularly mooncakes, electronic education products, and cleaning appliances, highlighting sales trends and consumer preferences Summary by Relevant Sections Mooncake Market - The mooncake market in September 2025 saw a dominant sales share of 92.81% for Cantonese mooncakes, driven by consumer preferences for classic and unique flavors [6] - Key ingredients mentioned include egg yolk, double yolk, pure white lotus seed paste, and rose, indicating a dual preference for traditional and innovative tastes [6] - The market is characterized by a trend towards multi-flavor offerings and gift packaging, with brands encouraged to develop high-quality products and collaborate with popular IPs [8] Electronic Education Market - The electronic education market is experiencing significant growth, with learning machines accounting for 84.65% of sales in September 2025 [16][17] - Key selling points for these products include features like "smart," "large screen," and "eye protection," which cater to user demands for effective and personalized learning tools [20] - The report indicates a strong consumer preference for larger storage capacities, with 256GB being the top attribute sought by buyers [20] Cleaning Appliances Market - The cleaning appliance sector, particularly window cleaning robots, has shown a remarkable year-on-year growth of 47.53% in sales [44] - The market is highly concentrated, with ECOVACS leading with a market share of 63.39%, indicating a competitive landscape dominated by a few key players [47][48] - The report emphasizes the importance of technological features such as wireless and smart capabilities in driving consumer interest [47] Sales Trends and Consumer Behavior - The report highlights that the mooncake market is influenced by gift-giving trends, especially during the Mid-Autumn Festival, with significant consumer demand for quality and variety [8] - In the electronic education segment, user experience factors such as eye protection and response speed are critical for driving repeat purchases [20] - The cleaning appliance market shows a split in consumer feedback, with strong preferences for cleaning efficiency and ease of use, while also noting areas for improvement [51]

Core Insights - The custom short drama "I Look to My Father to Become a Dragon in the 90s" has gained popularity, resonating with young audiences by addressing themes of family, personal struggles, and the pursuit of happiness through the lens of drinking culture [2][5][6] Group 1: Content Marketing Strategy - The short drama represents a new content marketing approach for Maopoo Herbal Liquor, combining traditional brand storytelling with the engaging format of short dramas, which have become popular among younger audiences [6][10] - The integration of the product into the storyline is seamless, with the liquor serving as a key element in the narrative, enhancing brand recall and emotional connection with viewers [7][9] Group 2: Changing Drinking Culture - There is a noticeable shift in the drinking habits of younger generations, with 31.8% of young people now accepting and enjoying white liquor, indicating a trend towards the younger demographic embracing traditional spirits [10][14] - Young consumers are increasingly enjoying liquor in casual settings, such as at home or with friends, rather than in formal or business contexts, reflecting a change in the perception of drinking as a means of enhancing social experiences rather than merely a coping mechanism [12][14] Group 3: Product Innovation - Maopoo Herbal Liquor has innovated its product by incorporating a unique blend of herbal ingredients, which not only enhances the flavor but also aids in a more comfortable drinking experience, appealing to health-conscious consumers [10][14] - The brand emphasizes the importance of moderation in drinking, aligning with the growing trend of health awareness among consumers, particularly the younger demographic [9][10]

Core Viewpoint - The article discusses the success of the custom short drama "I Looked Up to My Father in the 90s," which promotes the concept of enjoying health-conscious drinking through the lens of family relationships and personal growth, particularly targeting the younger generation's evolving drinking culture [4][9][13]. Group 1: Short Drama and Its Impact - The short drama has gained popularity on various platforms, resonating with young audiences who relate to the themes of family and personal struggles [4][8]. - The narrative follows the protagonist, who learns that every life has its challenges, and true happiness is not absolute but found in shared experiences, particularly over drinks with family [4][12]. - The integration of the product, Mao Pu Herbal Liquor, into the storyline is seamless, enhancing brand recognition while aligning with the emotional themes of the drama [10][12]. Group 2: Marketing Strategy - Mao Pu Herbal Liquor's approach to content marketing through this short drama represents a new strategy that combines traditional brand storytelling with modern entertainment formats [9][10]. - The short drama format, characterized by its quick pacing and emotional highs and lows, appeals to younger viewers seeking quick entertainment and emotional connection [9][10]. - The product's features, such as its herbal ingredients and lighter drinking experience, are effectively highlighted within the narrative, reinforcing the brand's health-conscious message [10][17]. Group 3: Changing Drinking Culture - Recent trends indicate a shift in the drinking habits of younger generations, with 31.8% of young people now accepting and enjoying white liquor, reflecting a growing acceptance of traditional spirits [14][18]. - Young consumers are increasingly enjoying alcohol in relaxed settings, such as at home with friends, rather than in bars or nightclubs, indicating a transformation in social drinking culture [18]. - Mao Pu Herbal Liquor has adapted to these trends by offering a unique herbal blend that enhances the drinking experience, making it more appealing to younger audiences [15][17].