2月26日，舍得酒业2026年工作会议在射洪产研总部举行。在行业深度调整期，舍得把今年工作会议的 主题定为"强基、破局、再出发"，这不仅是一次复盘与沉淀，更释放出舍得面向未来、主动求变的三重 发展信号。 强基，是从"拥有优势"转向"系统放大"；破局，是摆脱路径依赖，抢占新场景、新阵地；再出发，是以 归零意识破旧立新、继往开来，推动公司实现高质量可持续发展。 会议还传来振奋人心的消息：舍得酒业实现了新春"开门红"。春节期间，公司系列产品增长势头良好， 终端库存去化加速，开瓶率保持双位数增长，以强劲开局凝聚全员斗志，为全年高质量发展注入了澎湃 动能。 遂宁市委常委、射洪市委书记张俊懿，射洪市委常委、市总工会主席敬兴才，射洪市副市长管行等领导 莅临本次大会。复星国际董事长郭广昌，复星国际执行董事、豫园股份董事长黄震，复星国际执行董 事、首席人力资源官潘东辉等复星和豫园高管团队，舍得酒业董事长蒲吉洲、联席董事长吴毅飞、总裁 唐珲等舍得酒业高管团队出席会议。沱牌舍得集团副董事长、舍得酒业董事钱顺江，沱牌舍得集团党委 书记、副董事长刘颖，总裁杨中淇，监事会主席陈亮等沱牌舍得集团领导与舍得酒业员工代表共同参与 了本次会议。 ...

在品牌力上，要做到"极致差异化"。2026年舍得酒业将通过鲜明的品牌定位和区别性的打造策略，推动 品牌增长破局。第一，长期坚守"舍得酒，每一瓶都是老酒"，通过讲好老酒故事、强化全域老酒心智打 造、落实整合传播和品效合一，让老酒价值可感知、易理解；第二，以跨界合作等方式，强化舍得自 在"行业唯一低酒度高风味老酒"的差异化优势；第三，集中资源打造沱牌特级T68核心大单品，依 托"酒桌歌神"IP打造沉浸式欢聚消费场景；同时，全方位赋能夜郎古。 在渠道力上，要追求"极致价值创造"。一方面通过落实"三好价格管理体系"、深化"渠道向下"、增点扩 面等持续强基，另一方面全力推进"六大创新项目"、持续精进业务模式，寻找破局方向。 在组织力上，追求符合长期主义的"极致战斗力"。通过持续打造精干高效型组织、全面落实"经营体负 责制"、提升组织人才厚度、进化考核与激励机制等相关举措，打造一支能打硬仗、不断成长的"舍得铁 军"。 近日，舍得酒业官方公众号发布舍得酒业召开2026年工作会议的消息。当中披露，复星国际董事长郭广 昌在大会上对舍得酒业在白酒行业逆周期表现出的经营韧性给予肯定，对坚定实施老酒战略高度认可。 其鼓励团队坚持客户 ...

Core Insights - The article discusses the marketing campaign by Tuopai Liquor, focusing on the "T68 Truth or Dare" theme to resonate with young consumers during the Lunar New Year, transforming traditional liquor into a social bonding tool [1][2][5] Group 1: Marketing Strategy - Tuopai Liquor launched a comprehensive marketing campaign featuring a humorous TV commercial and a live-stream event to engage young consumers and address social pressures during the Spring Festival [1][2] - The campaign included the appointment of celebrities Liu Xiaoqing and Yang Yuguang as "special mouthpieces" to help young people navigate awkward social situations, effectively using humor to create emotional connections [2][3] - The integration of a catchy theme song in the TV commercial facilitated viral sharing on social media, enhancing brand penetration through music [2][3] Group 2: Consumer Engagement - Tuopai Liquor introduced an AI interactive feature allowing users to create personalized "truth" posters, fostering user-generated content and enhancing emotional ties with the brand [3] - The "Zhou's Celebration" live-stream event featured interactive elements and celebrity participation, transforming traditional e-commerce into an engaging experience that boosted sales [4][5] Group 3: Omnichannel Approach - The marketing strategy included both online and offline initiatives, such as a "Singing God" challenge on Douyin and over 500 themed events in restaurants, creating a comprehensive brand experience [5][6] - The campaign utilized targeted advertising in key urban areas and integrated promotional activities to maximize consumer reach and engagement [6] - Tuopai Liquor's approach emphasizes emotional value as a driver for long-term brand growth, evolving from a mere product option to a relatable brand for consumers [6][7]

Core Insights - The article discusses the marketing strategy of Tuopai Liquor during the Spring Festival, focusing on the "T68 Truth or Dare" campaign aimed at young consumers, addressing social pressures during family gatherings [3][5][21] Group 1: Marketing Strategy - Tuopai Liquor launched an integrated marketing campaign centered around the theme "T68 Truth or Dare," utilizing humorous TV commercials, live streaming events, and online-offline interactions to resonate with the emotional landscape of young consumers [3][5] - The campaign features celebrities Liu Xiaoqing and Yang Yuguang as "special mouthpieces," addressing common social awkwardness faced by young people during the Spring Festival, such as marriage inquiries and income questions [5][12] - The marketing strategy includes a viral song that highlights social pain points during the festival, achieving rapid brand penetration through music [7][19] Group 2: Consumer Engagement - The campaign encourages user-generated content (UGC) by inviting consumers to create personalized "Truth" posters and participate in the search for "special mouthpieces" on social media platforms [7][12] - A live streaming event titled "Jiu Zhou Tong Qing" was held, featuring interactive games and discounts, transforming the traditional e-commerce model into a more engaging experience [9][12] - The campaign also includes a "Jiu Zhuang Ge Shen" challenge on Douyin, inviting consumers to express their feelings through song, further enhancing brand engagement [17][19] Group 3: Brand Positioning - Tuopai Liquor aims to position itself as a relatable and empathetic brand, evolving from being just a product option to becoming a "friend" to consumers by addressing their emotional and social needs [21] - The marketing efforts are designed to create a comprehensive communication network, targeting consumers through various channels, including high-speed train stations and urban commercial areas [19][21] - The brand's continuous evolution in marketing strategies reflects its commitment to deepening consumer connections and driving long-term growth through emotional value [21]

Core Insights - Tuo Pai, a renowned national liquor brand, is actively engaging in innovative marketing strategies during the Spring Festival, signaling market growth and showcasing confidence in its development [2][21] Marketing Strategies - Tuo Pai has partnered with the popular rock band "Wu Tiao Ren" to create a creative short film titled "Tuo Pai Spring Festival Strategy" and a new music MV "You You Le New Year," enhancing emotional connections with consumers [3][4] - The collaboration focuses on addressing contemporary social challenges faced during the Spring Festival, providing practical and entertaining solutions through music [4][8] Brand Engagement - The reimagined classic song "You You Sui Yue" by Wu Tiao Ren has resonated with audiences, evoking nostalgia and reinforcing Tuo Pai's brand identity [6][11] - Tuo Pai is launching a "Jiu Zhuo Ge Shen Challenge" on Douyin to interact with consumers and create a festive atmosphere, running until February 15 [8][19] Cross-Industry Collaborations - Tuo Pai has collaborated with Didi Chuxing for the "Home is Happiness Year" campaign, offering consumers chances to win discounts and benefits, effectively linking the brand to the emotional value of returning home during the Spring Festival [9][11] - The brand's partnerships with various platforms, including Douyin and Didi, are expected to enhance its visibility and consumer engagement [17][19] Sales and Distribution - Tuo Pai is implementing a comprehensive marketing strategy that includes online promotions on platforms like JD, Tmall, and Douyin, as well as offline events in over 30 cities, aiming to boost sales during the festive season [11][19] - The introduction of special products, such as the "Tuo Pai Qu Jiu·Snake Year Commemorative Wine," caters to gifting needs during the Spring Festival, enhancing market penetration [13][19] Brand Positioning - Tuo Pai's marketing efforts during the Spring Festival reflect its strong brand identity and growth potential, positioning it favorably in the competitive liquor market [21]

Group 1 - The "Qihang·2025 Financial Summit" was successfully held in Beijing, focusing on the theme of "New Starting Point, New Momentum, New Journey," gathering hundreds of leaders and guests from regulatory bodies, industry associations, financial institutions, listed companies, and media [1] - The 14th "Jinzhi Award" results were announced, with Shede Liquor winning the "Consumer Trust Product" award, highlighting its commitment to quality and innovation [1][3] Group 2 - The "Jinzhi Award" aims to set benchmarks for high-quality development, guiding listed companies to focus on their core business, innovate continuously, and fulfill social responsibilities, with nearly 200 companies recognized from over 8,000 evaluated [3] - The "Consumer Trust Product" award emphasizes product quality, innovation, safety, after-sales service, brand integrity, and social responsibility, aiming to enhance consumer confidence and promote high-quality market development [4] Group 3 - Shede Liquor's award signifies its development path based on quality and innovation, establishing strong brand credibility and becoming a trusted industry model [5] - The company has focused on the aged liquor strategy, creating a competitive edge with high-quality aged liquor and filling industry gaps with new standards [5][6] - Shede Liquor has expanded its product matrix, achieving growth in both high-end and mass markets, with strategic products driving revenue increases [5] Group 4 - In response to changing consumer preferences, Shede Liquor launched the industry's first low-alcohol aged liquor, "Shede Zizai," and introduced innovative products like the "Shede Blind Box" to engage younger consumers [6] - The company plans to continue its commitment to quality, deepen its aged liquor strategy, and innovate products and experiences while connecting emotionally with modern consumers [6]

Core Insights - The company is experiencing positive signals amidst the overall pressure in the liquor industry, with significant growth in its strategic product, T68, and innovative e-commerce channels [4][5][6] Group 1: Financial Performance - In the first three quarters, the company achieved operating revenue of 3.702 billion, with a net profit attributable to shareholders of 472 million [5] - The company's ordinary liquor sales revenue increased by 16.46% year-on-year to 625 million, driven by the strong performance of T68 [5] - Operating costs decreased by 8.81% year-on-year, and management expenses fell by 13.07%, indicating improved operational efficiency [5] Group 2: Product Strategy - T68 has become a highlight for the company, ranking among the top three in the high-end light bottle liquor category in key markets [5] - The company is committed to its old liquor strategy while also expanding into new product categories, such as the 29-degree "Shede Zizai" and "Shede Blind Box" [5][6] - The product innovation strategy aims to create a clear product hierarchy and growth path, focusing on both existing and new markets [5][6] Group 3: E-commerce Growth - The e-commerce channel saw a significant revenue increase of 39.62% year-on-year, reaching 450 million in the first three quarters [5] - In the third quarter alone, e-commerce revenue surged by 71.4%, showcasing the company's differentiated approach in this channel [5] Group 4: Inventory Management - The company has proactively adjusted its strategies to improve channel inventory, leading to a healthier inventory situation [6] - The company plans to maintain its strategic focus on old liquor while advancing its multi-brand, youth-oriented, and international strategies [6]

Core Insights - The company is focusing on traditional advantageous markets such as Sichuan, Hebei, Shandong, and Northeast China, while continuing to promote national brand expansion [1] - The company is enhancing its market penetration through channel downscaling and C-end operations, aiming to create "small regions with high market share" [1] - E-commerce sales have seen a significant increase, with a year-on-year growth of 39.62% in the first three quarters [1] Group 1 - The company reported a 16.46% year-on-year increase in ordinary liquor sales revenue, reaching 625 million yuan, driven by the strong performance of its strategic flagship product, T68 [1] - The company is actively exploring new consumption scenarios and expanding its consumer base through innovative marketing strategies, including online launches and offline promotional events [2] - The company is leveraging emerging channels such as live streaming and instant retail to enhance its e-commerce sales proportion [1] Group 2 - The new product "Shide Zizai" is primarily launched through online channels, utilizing traditional fast-moving consumer goods marketing strategies to quickly validate target demographics and pricing [2] - The product is positioned to cater to various social consumption scenarios, including casual gatherings and home consumption, reflecting a focus on emotional and relaxed social experiences [2]

Core Insights - The company is focusing on traditional advantageous markets such as Sichuan, Hebei, Shandong, Henan, and Northeast China while continuing to promote national brand expansion [1] - The company aims to enhance market penetration in key cities through channel deepening and C-end operations, targeting "small regions with high market share" [1] - E-commerce sales have seen a significant increase of 39.62% year-on-year in the first three quarters of this year, driven by the company's "Internet Re-Launch" strategy [1] Market Strategy - The company is actively expanding in South China and East China, which are expected to contribute new growth points [1] - The strategic focus on the flagship product, T68, has resulted in a 16.46% year-on-year increase in ordinary liquor sales revenue, reaching 625 million [1] - The company is leveraging online channels for the launch of its new product, "Shede Zizai," which targets various consumption scenarios and aims to explore new consumer bases [1]

Core Viewpoint - Shede Liquor's Q3 2025 report shows a revenue of 3.702 billion yuan, with a net profit of 472 million yuan, indicating a narrowing decline compared to the first half of the year despite significant industry pressure [1] Group 1: Industry Challenges - The overall liquor industry is under significant pressure, with weak demand in key consumption scenarios such as business banquets and holiday sales, leading to high social inventory and downward pricing pressure [1][2] - The industry is undergoing a deep adjustment characterized by "supply clearing," shifting from scale expansion to value enhancement [2] Group 2: Company Strategies - Shede Liquor is implementing a strategy of price control and inventory reduction, maintaining stable pricing for core products despite industry-wide pricing pressures [2][3] - The company is enhancing operational efficiency through organizational restructuring, flat management, and cost control, resulting in an 8.81% decrease in operating costs and a 13.07% reduction in management expenses [3] Group 3: Product and Market Development - The launch of the low-alcohol product "Shede Zizai" has been successful, aligning with new consumption trends and achieving significant market interest [4] - E-commerce sales have grown significantly, with a 40% year-on-year increase, becoming a key driver of revenue growth [5] Group 4: Financial Performance and Market Sentiment - The company reported a 16.46% increase in ordinary liquor sales, contributing to a stable market presence during industry adjustments [5] - Institutional investors have shown increased confidence, with several funds significantly raising their holdings in Shede Liquor, indicating recognition of the company's long-term growth potential [6][7]