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国庆酒企拥抱票根经济 地方文旅争创新场景
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-28 08:41
"候补几天都抢不到回家的票,看来里约热内泸终于火了?"有泸州网友在小红书上发帖。 21世纪经济报道记者肖夏 最近不少泸州人发现,今年国庆进出泸州的动车、机票紧俏得不寻常。 今年国庆中秋长假期间,泸州将迎来本地少有的大型音乐节,此外"川超"比赛泸州队首场主场赛事也将 开打。多家OTA平台的节前数据显示,泸州今年双节高星酒店预订量翻番,节前一周的机票搜索量同比 增长超过60%,热度远超同体量层级城市。 国庆长假一向是国人的出游高峰期,也是酒水、饮品等快消品的营销阵地,今年因为地方足球联赛和各 类音乐节的加持,受到更多品牌商的关注。 21世纪经济报道记者梳理发现,长假前到长假期间,全国范围内共有二十多场音乐节举行,多集中在非 一线城市,其中南京、常州、泸州、拉萨等地的音乐节不乏酒水、饮料等消费品牌赞助。光是泸州银河 左岸音乐节,赞助商名单里就集齐了泸州老窖(000568)、郎酒、乐堡啤酒等知名品牌。 在"苏超"爆火后,过去几周"赣超"、"湘超"、"渝超"、"鲁超"、"川超"等地方城市联赛纷纷开赛,成为 各地拉动周末经济、夜间经济的新亮点。 成都近年赛事经济的活跃,给"川超"奠定了人气基础。 9月20日傍晚,2万多名 ...
国庆酒企拥抱票根经济 地方文旅争创新场景|双节看消费
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-28 08:32
21世纪经济报道记者肖夏 最近不少泸州人发现,今年国庆进出泸州的动车、机票紧俏得不寻常。 "候补几天都抢不到回家的票,看来里约热内泸终于火了?"有泸州网友在小红书上发帖。 今年国庆中秋长假期间,泸州将迎来本地少有的大型音乐节,此外"川超"比赛泸州队首场主场赛事也将 开打。多家OTA平台的节前数据显示,泸州今年双节高星酒店预订量翻番,节前一周的机票搜索量同比 增长超过60%,热度远超同体量层级城市。 这也同样吸引了正在开展旺季营销的酒企。21世纪经济报道记者不完全梳理,全国共有近20场地方城市 联赛将在长假前夕到长假期间开打,吸引了包括五粮液、郎酒、泸州老窖、舍得沱牌、重庆啤酒、四特 酒、黄河啤酒等各地酒企支持。 成都近年赛事经济的活跃,给"川超"奠定了人气基础。 9月20日傍晚,2万多名观众冒雨登上了成都双流体育中心的看台,等待2025-2026四川省城市足球联赛 揭幕战吹响。 "双流体育中心很久没这么热闹了,外面球迷嘉年华摆摊的老板高兴惨了。"家住成都双流的张慧超对21 世纪经济报道记者说。首场"川超"是成都队主场对阵遂宁队。张慧超老家在遂宁射洪,定居成都多年。 为了看老家、新家球队对阵,他早就抢好了门票。 ...
加速去库存,全力拼市场,舍得酒业一季度净利润超去年全年
Nan Fang Du Shi Bao· 2025-09-23 06:43
Core Viewpoint - Shede Liquor achieved significant improvement in its Q1 2025 performance, with net profit surpassing the total for the entire year of 2024, indicating a successful strategic shift towards rational growth and inventory reduction [1][2][3]. Financial Performance - Q1 2025 revenue reached 1.576 billion yuan, a 75.68% increase compared to the previous quarter [2] - Net profit for Q1 2025 was 346 million yuan, exceeding the total net profit of 345.8 million yuan for the entire year of 2024 [2] - Operating cash flow net amount increased by 106.76% year-on-year, indicating improved financial health [2] - Inventory costs decreased by 11.25% year-on-year, and management expenses fell by 25.24% year-on-year, reflecting enhanced operational efficiency [3]. Strategic Initiatives - The company has implemented a "stable price, control inventory, and strengthen sales" strategy, leading to a gradual return of inventory to reasonable levels [4] - E-commerce sales grew to 205 million yuan in Q1 2025, a 36.71% year-on-year increase, showcasing the effectiveness of dual-channel optimization [4] - The company is focusing on core products to strengthen market presence, with significant growth in sales of major products during the Spring Festival [4]. Brand Development - Shede Liquor has engaged in various high-visibility marketing initiatives, including sponsorship of cultural events and programs, enhancing brand exposure [5] - The company is actively pursuing a "C-oriented" brand strategy, integrating ecological, cultural, and old liquor elements to enhance brand influence and consumer value [4][5]. Long-term Growth Strategy - The company is developing a liquor tourism integration project, which aims to enhance long-term quality development and local economic growth [6][7] - The project includes the establishment of an ecological brewing industrial park and a cultural resort, aiming to merge international perspectives with Chinese elements [7]. - The resilience and strategic focus on old liquor are expected to yield long-term benefits, with a strong certainty of performance improvement in 2025 [7].
深度绑定川超盛会,沱牌、舍得聚力打造旺季“体育+白酒”新消费场景
Sou Hu Wang· 2025-09-19 10:03
Core Viewpoint - The 2025-2026 Sichuan Urban Football League (referred to as "Chuan Super") is set to kick off on September 20, 2025, with significant engagement from local brands, particularly Shede Liquor, which aims to leverage the event for brand exposure and consumer interaction [1][2]. Group 1: Event Overview - The opening match tickets sold out within seconds, and related topics on Douyin have garnered over 230 million views, indicating a strong public interest in the event [1]. - The league will feature 28 rounds and a total of 162 matches, with Shede Liquor's brand prominently displayed throughout the season [2]. Group 2: Brand Engagement Strategy - Shede Liquor is not just a sponsor but aims to become a co-builder of the event atmosphere and a promoter of regional football culture [6]. - The brand will launch a series of interactive activities, including "Open Bottle of Tuo Pai to Watch Chuan Super," where fans can receive free samples and participate in various promotions at partner venues [4][6]. Group 3: Local Market Focus - By sponsoring the local team "Suining Shede Gan," Shede Liquor is deepening its connection with the local market and enhancing brand visibility through continuous exposure during training and matches [7][10]. - The branding strategy aligns with the local spirit of "daring to think and act," which resonates with the community and enhances the cultural significance of the brand [9][11]. Group 4: Marketing Impact - The partnership with the Chuan Super league is part of Shede Liquor's broader strategy to enhance consumer engagement and drive sales through sports marketing [12]. - The initiative aims to transform the excitement of the league into consumer enthusiasm, thereby boosting brand recognition and sales in the local market [12].
舍得酒业(600702):2025年半年报点评:大众价位带增长,期待利润端持续修复
Minsheng Securities· 2025-08-25 09:16
Investment Rating - The report maintains a "Recommended" rating for the company [6] Core Views - The company reported a decline in revenue and net profit for the first half of 2025, with total revenue of 2.701 billion yuan, a year-on-year decrease of 17.41%, and a net profit attributable to shareholders of 443 million yuan, down 24.98% [1] - The company is focusing on a strategy of "strong sales, promoting opening bottles, and destocking" to navigate through the current market challenges, with expectations for a gradual recovery in profit margins [3] - The company anticipates achieving net profits of 496 million yuan, 671 million yuan, and 909 million yuan for the years 2025, 2026, and 2027 respectively, reflecting growth rates of 43.5%, 35.2%, and 35.4% [3] Summary by Sections Financial Performance - In Q2 2025, the company achieved revenue of 1.125 billion yuan, with a net profit of 97 million yuan, showing a year-on-year decrease in revenue of 3.44% but a significant increase in net profit of 139.48% [1] - The gross profit margin for the first half of 2025 was 65.71%, down 3.73 percentage points year-on-year, while the net profit margin was 16.41%, a decrease of 1.66 percentage points [3] Product and Market Strategy - The company is diversifying its product offerings with a focus on both high-end and low-end products, including the launch of a new low-alcohol product expected to contribute to growth in the second half of the year [2] - The company plans to enhance its market presence by focusing resources on key markets to improve its overall risk resilience in the white liquor sector [2] Sales Channels and Distribution - In Q2 2025, the company reported a decline in wholesale revenue by 7.80% to 8.45 billion yuan, while e-commerce sales increased by 23.83% to 1.31 billion yuan, indicating a shift in sales strategy [2] - The number of distributors decreased by 36 to a total of 2,585 by the end of Q2 2025, reflecting adjustments in the distribution network [2]
舍得酒业双品牌价值超1900亿,“老酒”+“名酒”双轮驱动共筑品牌护城河
Quan Jing Wang· 2025-06-18 12:13
Core Insights - The report highlights the sustained growth of Shede Liquor's two brands, "Shede" and "Tuopai," which have maintained their positions in the "China's 500 Most Valuable Brands" list for 22 consecutive years, with a combined brand value of 190.698 billion yuan [1] - The brand value of "Shede" reached 110.872 billion yuan, an increase of 10.217 billion yuan from the previous year, while "Tuopai" saw its brand value rise to 79.826 billion yuan, up by 7.63 billion yuan [1] Brand Strategy - Shede Liquor has adopted a clear differentiation strategy, with "Shede" focusing on an "old liquor strategy" to capture the high-end market, while "Tuopai" emphasizes "famous liquor revival" to penetrate the mass market [1][2] - The company has invested in enhancing the quality and value of its old liquor, launching a new standard for aged liquor, which solidifies its competitive edge in this niche [2] Cultural Engagement - Shede is actively building its brand culture through various initiatives, including the "Shede Wisdom Characters" program and the "Shede Old Liquor Festival," which have significantly increased brand exposure [3] - The sixth season of "Shede Wisdom Characters" achieved over 7.1 billion exposures, showcasing the brand's cultural relevance and outreach [3] Marketing Innovations - The company has leveraged high-profile marketing campaigns during key festivals, such as the Spring Festival and Mid-Autumn Festival, to enhance brand visibility and consumer engagement [3][4] - Innovative marketing strategies, including live-streaming events and interactive campaigns, have effectively connected with consumers and boosted sales [3][5] Product Development - "Tuopai" is revitalizing its brand by focusing on the mass market, aiming to become the "first national classic liquor brand" with a new slogan and product offerings [5] - The introduction of new products, such as the "Tuopai Rhythm" series, targets the national banquet market with competitive pricing and festive packaging [6] International Expansion - The continuous rise in brand value for both "Shede" and "Tuopai" is facilitating the company's international market expansion, with operations now in 36 countries and regions [6] - The company is committed to enhancing its global presence through participation in international events and product launches [6]
蓉品扬帆出海,2025泰国之约-中国(四川)精品购物节即将启幕
Sou Hu Cai Jing· 2025-05-28 17:26
Group 1 - The event "2025 Thailand Appointment - China (Sichuan) Boutique Shopping Festival" will take place from June 24 to 29, 2025, in Bangkok, organized by the Sichuan Supplier Chamber of Commerce and Chengdu International Chamber of Commerce, coinciding with the 50th anniversary of diplomatic relations between China and Thailand [1] - A total of 32 enterprises from Chengdu will showcase over 200 distinctive products under the theme "Rong Products Shine in Thailand, Set Sail Overseas," utilizing a three-dimensional matrix of "product exhibition + cultural exchange + business matchmaking" in a 2,000 square meter "Tianfu Reception Hall" [3] - Featured products include Sichuan liquors such as Dayi Qingmei Wine, Shede, and Tuopai, along with various teas and hotpot ingredients, showcasing the culinary richness of Sichuan [5] Group 2 - Five enterprises specializing in Anjing Shu embroidery will present their works, alongside innovative interpretations of intangible cultural heritage products like poetry and traditional crafts [6] - The highlight of the exhibition will be the "Sichuan-Thailand Enterprise Supply and Demand Matching Conference," where over 20 Thai buyers will engage in customized negotiations with Chengdu exhibitors, promoting geographical indication products [8]
活起来:“破圈”的传统文化新叙事
Mei Ri Jing Ji Xin Wen· 2025-04-13 04:24
Core Insights - Chinese brands are evolving towards deeper cultural engagement and emotional resonance, moving from mere scale expansion to a focus on brand value and identity [1] - The rise of traditional culture in branding is becoming a significant trend, with nearly 79% of young consumers indicating that products incorporating national cultural elements enhance their purchase intent [1][2] Group 1: Cultural Empowerment in Branding - Traditional culture is being revitalized and integrated into various consumer scenarios, with brands leveraging cultural heritage to enhance their market presence [2][4] - The success of the film "Nezha: Birth of the Demon Child" has led to a surge in brand collaborations, with its IP licensing fees increasing from 5 million to 9 million yuan, and over 20 brands engaging in cross-industry partnerships [3][4] - Brands like Mengniu Dairy have effectively utilized cultural IPs, creating promotional content that resonates with consumers and aligns with their brand values [5] Group 2: Traditional Culture as a Brand Asset - Traditional cultural IPs are becoming valuable assets for various industries, particularly in the liquor sector, where companies like Shede Liquor are launching themed products based on cultural figures [9] - The integration of traditional culture into branding is seen as a way to establish emotional connections with consumers, enhancing brand differentiation [10][12] - Companies are increasingly emphasizing their historical and cultural heritage in marketing strategies, with brands like Wuliangye and Luzhou Laojiao highlighting their traditional brewing techniques and historical significance [12][17] Group 3: Experiential and Digital Integration - Retailers like Wangfujing are creating immersive cultural experiences, such as the "Yiyun Dunhuang Digital Museum," to engage consumers and enhance the shopping experience [18][19] - The blending of cultural elements with consumer experiences is seen as a pathway for brands to elevate their market positioning and foster emotional connections with customers [20][21] - The approach involves not just superficial integration of cultural elements but a deeper alignment with the brand's core values and identity [20]