转自：中国质量报 以质为基 以心为桥 牛栏山深化营销变革让"民酒"品质直抵民心 □ 晞 畅 情感共鸣 今年，牛栏山以"情感破圈"为突破口，让"民酒"品质从物理属性升华为触动心灵的"情感质量"。春节期 间，《烟火人间》系列短片跳出传统白酒话语体系，将镜头对准归乡、邻里、职场等平凡生活场景，以 温情叙事引发广泛情感共振。截至7月，相关内容在抖音、视频号等平台实现超3亿次传播。随后，借势 央视爆款剧《以法之名》扩大共鸣半径，年底更携歌手田震打造"牛栏山经典之夜"，以"经典声音+经典 品牌"唤醒集体记忆。 面对Z世代成为消费主力的趋势，牛栏山以"年轻化对话"打破"白酒=老派"的刻板印象，让"民酒"品质与 时尚魅力触达年轻群体。今年夏季，牛栏山推出"牛碧桶"潮流饮品组合，通过"线下潮流快闪店+线上话 题挑战赛"的社交裂变模式，打造现象级破圈案例。低门槛、高分享的"用户共创"潮饮方式，让白酒成 功融入年轻人的社交语境。快闪店里，年轻人举杯打卡"牛碧桶"；短视频平台上，"解锁白酒新喝法"话 题播放量破亿。此举不仅破解了白酒夏季销售淡季难题，更将产品转变为连接年轻群体的"社交货币"， 实现消费场景与人群的双拓展，让"民酒"的 ...

Core Insights - The article discusses the contrasting dynamics between traditional liquor channels and e-commerce platforms during the extended "Double 11" shopping festival, highlighting the urgent need for liquor companies to balance pricing systems and market scale [2][3] Group 1: Market Dynamics - E-commerce platforms are aggressively pushing prices down, with notable discounts such as the price of Moutai dropping to 1499 yuan per bottle due to "hundred billion subsidies" [2] - Liquor companies are responding with measures to stabilize prices, including Moutai's announcement of a buyback plan worth 1.5 to 3 billion yuan and a cash dividend of approximately 30 billion yuan to shareholders [2][3] - The frequency of liquor companies' public statements regarding channel management has increased, indicating a heightened concern over unauthorized sales and counterfeit products [4] Group 2: Channel Management - Liquor companies are focusing on maintaining price integrity through e-commerce, viewing it primarily as a branding tool rather than a volume driver [3][4] - A collective effort among major liquor brands to regulate channels has emerged, with at least eight companies, including Moutai and Wuliangye, announcing official authorized stores [3][4] - The counterfeit rate in e-commerce channels for Wuliangye reached 16.65% from January to May, prompting companies to take action to protect brand reputation [4] Group 3: E-commerce Strategies - E-commerce platforms are seen as significant sales drivers, with companies like 1919 reporting a 20-fold increase in flash sale orders on Tmall since October [4][5] - The direct collaboration between platforms and distributors is bypassing liquor companies' channel controls, contributing to low-price sourcing [5] - Companies are adapting to the rise of instant retail, which is shifting pricing power from producers to channels and consumers [6] Group 4: Consumer Engagement - Liquor companies are increasingly embracing instant retail to enhance consumer experience, with initiatives like special promotions and interactive campaigns [8][10] - The focus on younger consumers is evident, with brands adjusting marketing strategies to resonate with this demographic, as seen with the "Happy Niubi Barrel" campaign [8][9] - The integration of cultural and tourism experiences is becoming a new frontier for consumer engagement, with companies developing immersive brand experiences [10] Group 5: Future Outlook - The industry is shifting towards a collaborative ecosystem between liquor companies and e-commerce platforms, aiming for a "co-build, share, and coexist" relationship [7][10] - Companies are recognizing the need for a multi-channel strategy that balances immediate sales with long-term brand value [10]

Core Viewpoint - The recent leadership change at Kweichow Moutai, with Chen Hua replacing Zhang Deqin as chairman, has sparked discussions about the future strategic direction of the company and the broader implications for the liquor industry during a period of significant adjustment [1][3]. Group 1: Leadership Changes in the Industry - Kweichow Moutai's leadership change is part of a broader trend in the liquor industry, where high-level personnel changes have accelerated, with over 50 companies reporting leadership shifts in 2025 alone [5][6]. - Other notable changes include the management transition at Zhenjiu Li Du, where former CEO Yan Tao became vice chairman, and the appointment of Tang Xiangyang as the new CEO [3][4]. - The leadership reshuffles are not limited to major players; regional brands are also experiencing urgent changes, such as the resignation of Yang Weiguo from Yanghe and the appointment of Gu Yu as chairman [3][4]. Group 2: Industry Challenges and Responses - The liquor industry is facing significant challenges, transitioning from a "golden era" of growth to a period characterized by declining volumes and profits, with Kweichow Moutai's revenue growth slowing to 7.28% and net profit growth to 5.25% in Q2 2025 [6][8]. - Other companies, such as Yanghe, reported a 35.32% decline in revenue and a 45.34% drop in net profit, highlighting the widespread pressure across the sector [8]. - Companies are increasingly focusing on transformation strategies, with Kweichow Moutai emphasizing a shift from selling liquor to selling lifestyle, while Yanghe pursues a dual strategy of high-end and national expansion [8][10]. Group 3: Market Dynamics and Inventory Issues - The liquor industry is grappling with high inventory levels, with 58.1% of distributors reporting increased stock compared to the previous year, leading to a challenging sales environment [10]. - The phenomenon of price inversion, where retail prices fall below factory prices, is exacerbating the difficulties for distributors, resulting in a "vicious cycle" of price cuts and unsold inventory [10]. - As distributors face cash flow issues and some withdraw from networks, companies are compelled to adjust their management teams to meet sales targets [10]. Group 4: Strategic Innovations and Consumer Adaptation - The industry is shifting from reactive measures to proactive strategies, focusing on governance innovation and adapting to changing consumer demands [11][13]. - Companies are exploring new product offerings and marketing strategies to cater to younger consumers, such as Kweichow Moutai's introduction of blueberry sparkling wine and Wuliangye's lower-alcohol products [13][15]. - The transformation reflects a broader trend towards personalized and diverse drinking experiences, moving away from traditional consumption patterns [15].

Core Viewpoint - Shunxin Agriculture reported a revenue of 5.869 billion and a net profit of 76.9828 million for the first three quarters of 2025, amidst a deep adjustment in the liquor industry, particularly in the light bottle liquor sector, and is focusing on brand renewal, product iteration, and channel deepening to strengthen its "people's liquor" strategy for future growth [1] Brand Renewal - The company is advancing its brand youthfulness through diversified content marketing and precise cross-industry collaborations, enhancing emotional connections with consumers [2] - The "Fireworks in the World" series of short films, launched in early 2025, achieved over 300 million views on platforms like Douyin, with a single video from the Spring Festival garnering over 20 million views [2] - Shunxin Agriculture partnered with the popular drama "In the Name of Law," becoming the exclusive title brand for Youku's "White Night Theater," resulting in significant brand exposure with over 1267 trending topics during the show's airing [2] Product Iteration - The company is innovating its product offerings to cater to the changing preferences of younger consumers, with a focus on the "Jinbiao Chenxiang" as a key product in the pure grain light bottle liquor segment [3] - The "Niubitu" drink, a mix of Jinbiao Chenxiang, Sprite, lemon, and mint, unexpectedly gained popularity in summer 2025, with the related topic on Douyin reaching over 160 million views and 50,000 new posts on Xiaohongshu within two weeks [3] - This trend reflects a shift in drinking habits among younger demographics, moving away from traditional, formal consumption settings to more relaxed and interactive experiences [3] Channel Deepening - In the first half of 2025, the company's liquor business revenue fluctuated due to overall industry adjustments and intensified competition in the light bottle liquor market [4] - The company is actively adjusting its market strategy and strengthening terminal channel construction, identifying thousands of local dining establishments across China through initiatives like the "Jinbiao Niuyan Fire Restaurant List" [4] - Continuous efforts are being made to enhance the terminal display and tasting activities for Jinbiao Chenxiang, increasing penetration in the dining channel [4] - Overall, Shunxin Agriculture's systematic efforts in brand, product, and channel development reflect the ongoing deepening of its "people's liquor" strategy, laying a solid foundation for future growth [4]

Core Viewpoint - The company 牛栏山 is facing unprecedented survival challenges due to a significant decline in net profit by 59% and a 19.24% drop in revenue, attributed to shrinking restaurant channels, competition from premium liquor brands, and changing consumer preferences [1][3][4]. Group 1: Financial Performance - In the first half of 2025, the company reported a revenue of 4.593 billion yuan, a year-on-year decrease of 19.24% [4]. - The net profit attributable to the parent company was 173 million yuan, reflecting a 59.09% decline compared to the previous year [4]. - The revenue from distribution decreased by 23.36% to 3.593 billion yuan [7]. Group 2: Market Challenges - The company is experiencing "cyclical and structural" pressures, with a structural decline in the restaurant channel and competition from premium brands like 汾酒 and 泸州老窖 [5]. - The consumption of lower-alcohol beverages like beer is dominating the market, leading to a reduced presence of 牛栏山 in dining settings [6]. - The number of distributors in Beijing decreased by 3 to 69, while the number of distributors outside Beijing fell by 20 to 368 [6]. Group 3: Product Performance - The production and sales of 牛栏山's main products have seen significant declines, with the 42-degree 500ml 牛栏山陈酿酒 production down by 58.63% and sales down by 33.05% [4]. - The low-end liquor segment, priced below 10 yuan per 500ml, saw a revenue drop of 25.41%, while mid-to-high-end products also experienced declines of 21.87% and 12.32% respectively [8]. - The company's high-end strategy is hindered by its established brand perception as a "popular" liquor, making it difficult to sell higher-priced products [8][9]. Group 4: Strategic Initiatives - The company is attempting to innovate with products like "牛碧桶," which combines its liquor with Sprite to appeal to younger consumers [10]. - However, the overall high-end strategy faces challenges due to a lack of consumer engagement and the disappearance of traditional drinking scenarios [10]. - The company must adapt to structural changes in the industry to survive amidst increasing market fragmentation and evolving consumer preferences [10].