"好酒当歌竹叶青，河汾玉翠酿晶莹，一壶好酒走天下，何处江山不醉情。" 金庸曾这样称赞竹叶青酒，先生笔下江湖侠客的豪情壮志总与美酒相伴，而竹叶青，无疑是这份"江湖 酒单"里的顶流。金庸先生还曾在一部书中连续 3 次提及竹叶青酒，字里行间的偏爱，让这杯酒自带侠 义基因，成为无数人心中的"江湖标配"。 笔墨留香处，江湖意未尽，但比小说更悠远、比江湖更广阔的，是竹叶青酒绵延千年的真实生命力。从 历史深处走来，今天这杯底蕴愈发厚重的竹叶青酒，正持续不断走进着 Z 世代的酒桌，在新的时代语 境里续写着在场故事。 悦己正当潮！竹叶青酒成 Z 世代酒桌宠儿 当 Z 世代逐渐成为消费市场的主力军，酒桌也随之迎来一场深刻的审美与需求变革。当代消费者尤其 是 Z 世代，对酒饮的需求已从传统的社交应酬，转向"悦己消费"与"情绪价值"的追求， Z 世代与新中产 群体愈发追求低负担、有质感、富有情绪价值的饮用体验。 作为中国露酒的典范，竹叶青酒恰好提供了这种"轻松感"：竹叶青酒与生俱来的草本基因自带健康底 色，经华罗庚"优选法"精调的适中酒精度，搭配顺雅温润、饮后不易上头的特质，从根源上满足了年轻 人对"低负担饮酒"的核心诉求。 口感上 ...

中国食品安全网讯（记者 谭妮妮）当拥有6000年酿造史的清香汾酒，遇见追求个性、健康与体验的Z世代，会碰撞出怎样的火花？在国潮奔涌、新消费勃兴 的时代背景下，作为"国酒之源、清香之祖、文化之根"的汾酒正以一场深刻而系统的"年轻化"变革，回应着这一命题。其答案的核心，并非简单的包装更迭 或营销狂欢，而是以"品质坚守 "为不可动摇的基石，以"产品创新"为关键切口，最终通向"品牌价值与消费者共生"的可持续发展之路，为行业提供了一 个"守正创新"的范本。 2025汾酒全球经销商大会 历史基因的现代表达 汾酒"清蒸二次清、一清到底"的传统工艺，本就蕴含着对纯净酒体的极致追求。如今，这一基因被转化为一套贯穿全产业链的现代化食品安全管控体系。从 高粱、大麦、豌豆的产地生态管控，到酿造、储存、灌装的全流程数字化溯源，每一瓶走向年轻消费者的汾酒，都可实现"从田间到舌尖"的透明追溯。在汾 酒国家级技术中心，检测项目远超国标，与国际权威标准接轨，确保每一滴酒都经得起最苛刻的检验。 系统战略与情感共鸣 汾酒的年轻化，并非单点突破，而是一套从产品到文化、从渠道到传播的系统工程。其最终目标，是实现品牌与年轻一代的价值共生与情感共鸣。 在 ...

Core Viewpoint - Shanxi Fenjiu has a rich history and has evolved into a modern enterprise with significant revenue and profit, showcasing its cultural heritage and innovative strategies to appeal to contemporary consumers [5][11]. Historical Significance - Fenjiu occupies a unique historical position in Chinese liquor development, with a brewing history that dates back 6000 years, making it a "living fossil" of Chinese liquor history [7]. - The discovery of ancient brewing vessels in the region has established its long-standing tradition of liquor production [7]. - Fenjiu has been referenced in historical texts and celebrated by poets throughout Chinese history, further solidifying its cultural significance [7]. Traditional Brewing Techniques - The traditional brewing process emphasizes purity and cleanliness, involving meticulous steps such as double steaming and underground fermentation [8]. - The craftsmanship has been recognized as a national intangible cultural heritage since 2006, contributing to the unique flavor profile of Fenjiu [8]. Cultural and Economic Development - The construction of "China Fenjiu City," a large-scale production and cultural complex, supports both production and tourism, attracting over 500,000 visitors annually [9][10]. - The company has embraced a "living culture" strategy to engage younger consumers, integrating traditional values with modern marketing techniques [10]. Financial Performance - In 2024, Shanxi Fenjiu reported revenues of 360.11 billion yuan, a year-on-year increase of 12.79%, and a net profit of 122.43 billion yuan, up 17.29% [11]. - The company aims to achieve a balanced growth strategy with a focus on high-end products, increasing their market share significantly [11]. Market Expansion - Fenjiu has transitioned from a regional brand to a national liquor giant, with 62.37% of its sales coming from outside Shanxi in 2024 [12]. - The company plans to solidify its position in the top tier of the liquor industry by the end of the 14th Five-Year Plan, aiming for a significant market presence [12].

Core Insights - The Chinese liquor industry is experiencing a significant decline, with a reported production drop of 11.5% year-on-year for the first ten months of 2025, marking the lowest performance in a decade for many companies [1][2] - The consumer demographic for liquor is shifting, with younger generations (post-85 and post-90) becoming the primary consumers, leading to changes in consumption preferences towards lower alcohol content and more casual drinking experiences [2][4] Industry Trends - The white liquor market is seeing a transformation as companies recognize the need to appeal to younger consumers, who prefer lighter drinking options and are more health-conscious [2][6] - Major liquor companies like Wuliangye and Moutai are adopting strategies focused on "youthfulness" in product offerings, including lower alcohol content and modern branding [3][5] Consumer Preferences - A significant portion of consumers under 35 find traditional liquor to be "spicy and stimulating," with 62% expressing a preference for lower alcohol beverages [4][6] - The market for low-alcohol beverages is projected to exceed 74 billion yuan by 2025, with a compound annual growth rate of 25% [5] Product Innovations - Companies are launching new products aimed at younger consumers, such as flavored low-alcohol drinks and innovative blends that combine liquor with fruit juices and other mixers [5][6] - The trend towards "light drinking" is being embraced by major brands, which are introducing products that align with the preferences of younger consumers [5][6]

Core Insights - The 2025 Bamboo Leaf Green Wine National Dealer Conference was held in Taiyuan, China, focusing on the future development of the Bamboo Leaf Green brand and its strategic vision for 2026 [1][4] - The conference emphasized the importance of collaboration among dealers, industry experts, and company leadership to enhance the brand's market presence and adapt to consumer trends [2][3] Group 1: Strategic Vision and Development - The chairman of Shanxi Xinghuacun Bamboo Leaf Green Industry Co., Ltd. presented a report outlining the strategic blueprint for 2026, focusing on practical actions and a dual-driven product strategy [2] - The company aims to leverage its core competitive advantages, including strong quality foundations, deep formula heritage, exquisite brewing techniques, and high brand recognition [3] - The conference highlighted the need to adapt marketing strategies to the emerging consumer demographics, particularly Generation Z and new middle-class consumers [3] Group 2: Industry Trends and Insights - Industry experts provided insights on the development trends of the liquor category, emphasizing health consumption and brand culture marketing as key factors for high-quality growth [2] - The Bamboo Leaf Green brand is positioned as a leader in the emerging low-alcohol, health-oriented beverage market, aiming to capture the attention of younger consumers [2][4] - The conference concluded with a collective commitment to high-quality development and a clear strategic roadmap for the future of Bamboo Leaf Green wine [4]

Core Insights - The national distributor conference for Zhuyeqing liquor highlighted its strategic importance in the revival plan of the Fenjiu Group, positioning it as a model for Chinese flavored liquor [1][3] - Zhuyeqing liquor aims to target the Z generation and new middle-class consumers, recognizing their growing influence in the liquor market [5][6] Strategic Upgrade - Zhuyeqing liquor's strategic position within the Fenjiu matrix has been elevated, with four core competitive advantages identified: solid quality foundation, deep formula heritage, exquisite brewing techniques, and high brand recognition [3] - The mission of Zhuyeqing is to uphold the "inheritance of dual intangible cultural heritage techniques," emphasizing its role as a cultural carrier [3] Market Targeting - The focus on younger consumers is a key breakthrough, with the Z generation's liquor consumption growth rate exceeding the overall market by two times, and the new middle class driving demand for healthy drinking options [5][6] - Zhuyeqing has begun product innovation to attract younger consumers, developing a new product system centered around the "Fenjiu+" strategy, particularly in fruit flavors, floral notes, and medicinal ingredients [6] Channel Innovation - The conference included a segment for appointing think tank experts, providing theoretical support for Zhuyeqing's development, which is a rare approach in liquor distributor conferences [6][8] - Zhuyeqing aims to create a new ecosystem for flavored liquor, addressing the long-underestimated value of this traditional Chinese liquor category [8] - The company is innovating its distribution channels, moving from traditional to diversified channels, and has successfully launched immersive experience events like "Zhuyeqing Liquor · Oriental Qing Banquet" [8] Collaborative Development - Distributor representatives expressed commitment to align with the company's strategy and actively explore market opportunities, reflecting a high level of collaboration in building a "cooperative development ecosystem" [8]

Core Insights - The Chinese liquor industry is undergoing a significant restructuring and bubble clearing as of late 2025, with prices of premium products like Moutai dropping below official guidance and high inventory levels leading to widespread losses among distributors [1][3][5] Price Collapse and Inventory Issues - The price system in the liquor industry is experiencing a comprehensive loosening, with Moutai's wholesale price falling below 1600 yuan and e-commerce platforms offering prices as low as 1299 yuan, representing a decline of over 50% from its peak in 2021 [3][5] - This "benchmark effect" has spread across the industry, with major brands like Wuliangye and Luzhou Laojiao also seeing significant price drops, leading to over 60% of liquor companies facing price inversions [5][7] - The industry is facing severe inventory issues, with turnover days reaching 900 days and a 300% increase in private inventory circulation, indicating a collapse of speculative buying expectations [5][7] Performance Data - The liquor industry reported its worst quarterly performance in nearly a decade in Q3 2025, with 20 listed companies in A-shares generating a total revenue of 3177.79 billion yuan (down 5.90% year-on-year) and a net profit of 1225.71 billion yuan (down 6.93% year-on-year) [7][9] - Over 80% of companies reported a decline in net profit, with Wuliangye's revenue plummeting by 52% and Yanghe's profit dropping by 158% [7] Changing Consumer Logic - The core issue facing the industry is the failure of traditional growth logic, as government and business consumption models have become ineffective due to strict regulations and economic downturns [9][11] - Younger consumers are increasingly rejecting the traditional liquor culture, leading to a significant decline in white liquor consumption at social events [9][11] - Consumer demand is shifting from a focus on social consumption to a balance of social and personal enjoyment, with new consumption scenarios like casual drinking and home consumption emerging as growth areas [11][12] Strategic Adjustments - Shanxi Fenjiu is one of the few companies maintaining growth, with a revenue increase of 5% in the first three quarters of 2025, attributed to its product advantages and market strategies [15][18] - The company plans to adopt a "dual-line" strategy focusing on traditional markets and expanding into younger and international markets, with new product lines aimed at attracting younger consumers [15][18] Industry Transformation - The liquor industry is transitioning from a focus on investment to a focus on quality, with a projected decline in consumption volume over the next decade [19][20] - Companies are expected to prioritize producing better quality liquor and adapting to changing consumer demands, with a notable increase in the storage of high-quality base liquor [20] - The industry is moving towards a new phase characterized by social drinking, personal enjoyment, and investment collection, necessitating higher standards for product innovation and brand management [19][20]

Core Insights - The white liquor industry is undergoing a significant adjustment, shifting from traditional consumption patterns dominated by government and business to a new model that emphasizes personal enjoyment and self-satisfaction [2][3] - Shanxi Fenjiu is one of the few companies maintaining growth, reporting a revenue of 32.92 billion yuan, a 5% increase year-on-year, and a net profit of 11.41 billion yuan, up 0.5% [2] - The company is adapting its strategy to focus on both traditional and younger consumer bases, as well as international markets, to capture the emerging "self-enjoyment" consumption trend [3] Industry Trends - The white liquor market is expected to coexist with traditional and modern consumption patterns, including social and personal enjoyment, as well as online and offline sales [3] - The introduction of new products aimed at younger consumers, such as the "Fenxiang Youth 28-degree" series, reflects a shift towards lower alcohol content and diverse flavors to attract different demographics [3] - The marketing approach is evolving, with a focus on consumer engagement rather than traditional promotional methods, as evidenced by the popularity of user-generated content and nicknames for products [4] Strategic Adjustments - Shanxi Fenjiu is implementing a national expansion strategy, targeting 12 core markets and 5 opportunity markets, while also exploring potential in 10 low-alcohol markets [3] - The company recognizes the need to adapt to changing consumer preferences and is committed to re-evaluating its market approach and product offerings [3] - Other major players in the industry, such as Kweichow Moutai, are also shifting towards market-oriented strategies, emphasizing consumer-centric marketing and digital integration [5]

Core Viewpoint - The Chinese liquor industry is undergoing a significant transformation, shifting from traditional consumption patterns dominated by government and business to a new model that emphasizes personal enjoyment and self-consumption [3][4]. Industry Overview - The liquor industry faced its worst quarterly performance in nearly a decade in Q3 2025, with Shanxi Fenjiu being one of the few companies to maintain growth [3]. - In the first three quarters of 2025, Shanxi Fenjiu reported revenue of 32.92 billion yuan, a year-on-year increase of 5%, and a net profit attributable to shareholders of 11.41 billion yuan, up 0.5% [3]. Strategic Adjustments - Shanxi Fenjiu is adapting its strategy in response to the changing market dynamics, focusing on both traditional and emerging markets while emphasizing youth and internationalization as key growth drivers [5]. - The company plans to launch a new low-alcohol product line, "Fenxiang Youth 28 Degrees," and expand its offerings in fruit, floral, and herbal flavors to attract younger and older consumers [5]. Consumer Behavior Insights - Consumer preferences are evolving, with a notable shift towards self-consumption and diverse drinking scenarios, which presents new challenges for liquor companies [6]. - A survey indicated that 70% of consumers are indifferent or even resistant to traditional marketing messages, preferring user-generated content and social media trends [5]. Market Trends - The liquor market is expected to see a coexistence of social drinking, self-enjoyment, and investment collection, with a focus on experiential and diversified consumption [6].

Core Insights - The Chinese liquor industry is undergoing a significant adjustment, shifting from a growth model primarily driven by government and business consumption to a new paradigm that emphasizes both "pleasing others" and "self-pleasing" [1][2] - Shanxi Fenjiu is one of the few companies maintaining growth amidst a challenging market, reporting a revenue of 32.92 billion yuan, a 5% increase year-on-year, and a net profit of 11.41 billion yuan, up 0.5% [1] - The traditional consumption patterns are becoming less effective, necessitating a reevaluation of market strategies by liquor companies [1][5] Industry Trends - The rise of self-pleasing consumption is impacting the social attributes of liquor, leading to a market that will feature a coexistence of traditional and modern consumption styles, as well as online and offline channels [2] - Fenjiu's 2026 strategy includes a focus on national expansion and targeting core markets while also emphasizing youth and internationalization as key growth avenues [2][4] Product Development - Fenjiu plans to launch a new low-alcohol product line called "Fen Enjoy Youth 28 Degrees," with over ten products in development [4] - The brand "Bamboo Leaf Green" is adopting a "Fenjiu+" approach to introduce fruit, floral, and herbal flavors to attract younger and older consumers [4] Consumer Engagement - Consumers are reshaping liquor consumption through their choices and actions, prompting companies to rethink their market and consumer engagement strategies [5] - A significant portion of consumers (70%) are indifferent or even resistant to traditional marketing, preferring user-generated content and social media trends [5] - The industry is moving towards a more market-oriented marketing transformation, focusing on consumer-centric approaches and digital integration [5]