8月26日，"中国郎品牌盛典暨环太湖·郎酒献礼风暴"在江苏太湖举办，百辆汽车、千商汇聚、万店共 享、多重礼遇……郎酒掀起一场高规格、强声势、广渗透的整合营销风暴，吹响其引爆江苏市场的号 角： 据悉，从即日起至2026年3月31日，郎酒将以百辆汽车献礼江苏，全面覆盖江苏13地市，通过百县免 品、万店共享、开瓶赠饮、专属品鉴会、嘉年华等多重惊喜活动回馈江苏消费者，扎实赋能市场终端， 激发消费热情。 在行业看来，这不只是一次常规的营销、推广活动，更是郎酒重振江苏市场、开启深度攻坚的战略宣 言。在行业调整深水期，郎酒以真金白银的投入和肉眼可见的诚意，向江苏市场传递出一个强烈信号： 郎酒要以全新姿态，重做一遍江苏市场。 百车献礼，千商共聚：郎酒以"超级事件"引爆江苏市场 此次环太湖·郎酒献礼风暴活动，以其空前的规模和力度，在江苏市场引发了强烈反响。活动现场，经 销商们亲眼见证江苏百辆汽车1号和2号中奖车主的诞生，把氛围推至高潮。 来自苏州吴江的陈静，开着一家规模不小的义乌小商品市场百货店，听说郎酒在搞活动，就购买了20件 郎酒，没想到"一炮而红"，成为了抽中了汽车大奖的一号车主，对此，她十分激动： "真的没想到这份幸运 ...

文 | 王越梅 在当前的白酒市场中，唯一不变的就是变化本身。2025年随着新"禁酒令"出台，白酒行情加速下滑。为了应对市场变化，实现周期穿越，不少白酒企业在 战略、产品、组织结构等方面开展了一系列的动作。郎酒上半年动作频频，是其中比较有代表性的企业之一。从庄园酱酒价值输出，到组织升级与产品升 级同步驱动；从宴会场景多维培育，到全国市场深耕突破，郎酒在今年展开了一系列兼顾当下发展与未来布局的行动，致力于实现增量市场与存量市场双 轨渗透。 伴随着旅游业的发展，酒旅融合为白酒企业带来了新的发展机遇，白酒酒庄也在行业的转型过程中逐渐兴起。 另一方面，在市场拓展中，加速推进郎酒庄园价值输出。 显然，郎酒在婚宴活动中，借助郎酒庄园价值魅力，创造了差异化竞争点，切中婚宴新人对"仪式感"和"难忘体验"的情感需求。 此外，今年郎酒庄园还推出了首款现场定制产品"华夏百家姓系列酒"。 郎酒庄园是中国白酒的标杆性酒庄，耗资逾百亿，历时十余年方才建成，成就了"除非亲临 无法言说"的独家体验，也让郎酒成为独树一帜的存在。 作为郎酒品牌的核心资产，"郎酒庄园"是企业立足于酒业的超级符号，蕴藏着郎酒极致品质的奥秘也成为中国庄园白酒产业发展的 ...

500元左右价格带，酒业曾经的"香饽饽" 每个时期，一定有主流价格带，处于这个价格带的产品，就是主流产品。纵观当下白酒行业，基本市场 上每个超级大单品，都是其所在价格带的代表性品牌，因此，占领了一个价格带，就占领了一个时代。 过去很长一段时间，白酒主流价格带都是向上升级，未雨绸缪，提前布局下一个主流价格带就显得很有 必要。此外，随着一线名酒和省级龙头逐渐挤压，各个价格带的容量也正在逐渐变小，提前布局的重要 性更加凸显，企业必须瞄准未来5年，甚至是10年后的市场。 其中，作为次高端"黄金分割线"的500元价格带，既能成为千元价位高端白酒的"平替"，又能实现社交 消费和极致性价比的心智占位，成为了众多酒企的共同选择。 古20就是500元价格带成功占位的案例之一。自2018年上市以来，仅一年多时间销售额就突破10亿大 关，创造了次高端白酒历史上增速最快的大单品纪录。截止2024年，古20已经成长为50亿级的大单品， 对古井贡酒品牌提升、全国化拓展起到了重要作用。 在2024年，500元价格带的"争夺战"进一步加剧。水井坊表示要提升500+以上产品价位带的业绩，洋河 全方位升级梦之蓝商务版，汾酒推出了汾酒青花26·复 ...

Core Insights - The article discusses the strategic focus of Langjiu on the sinking market, highlighting its efforts to engage with consumers in lower-tier cities through events and localized marketing strategies [3][12][22] - Langjiu is leveraging cultural events, such as concerts and local festivals, to enhance brand visibility and emotional connection with consumers in these markets [4][6][8] - The company is implementing a comprehensive approach that includes product diversification, community engagement, and innovative marketing to capture market share in the sinking market [13][15][19] Group 1: Market Strategy - Langjiu is actively targeting the sinking market, where per capita disposable income growth has outpaced urban areas for five consecutive years [3] - The company is organizing high-profile events, such as concerts featuring popular artists, to create excitement and brand awareness in key regions like Sichuan [4][6] - Langjiu's approach emphasizes understanding local culture and consumer preferences, ensuring that marketing efforts resonate with the target audience [8][12] Group 2: Product and Organizational Alignment - Langjiu has developed a diverse product portfolio that caters to various consumer needs, including business banquets and family gatherings, achieving full coverage across different price ranges [13][15] - The company is restructuring its organizational model to enhance collaboration between departments and improve efficiency in responding to market demands [15][16] - Langjiu's commitment to building a "community of shared destiny" with its distributors is evident in its initiatives to stabilize profits and support partners during challenging market conditions [18][19] Group 3: Innovation and Brand Value - The company is focused on expanding its market presence by tapping into previously overlooked consumer segments and needs [22] - Langjiu has invested in its production capabilities, achieving a significant increase in its annual output and storage capacity for high-quality liquor [23][27] - The brand aims to redefine the value of Chinese liquor by enhancing consumer experiences and establishing a strong cultural narrative around its products [25][28][29]

Core Insights - The membership model is becoming a key strategy for companies to break through in the global market, particularly in the retail sector where the "membership store model" is rapidly rising, focusing on quality and service [1] - In the Chinese liquor industry, Langjiu is highlighted for its effective membership system that encourages consumer engagement and loyalty [1] Group 1: Membership Experience - Members of Langjiu express a strong emotional connection, with personalized experiences such as receiving a dedicated membership card and badge during the initiation ceremony, enhancing feelings of respect and belonging [3] - The emotional resonance created by Langjiu's service is a significant factor in member satisfaction, as illustrated by members recalling positive interactions with staff and the nostalgic connection to the brand [5] Group 2: Quality and Trust - Long-term consumers of Langjiu emphasize the brand's quality, with one member stating that once accustomed to Langjiu, switching to other brands becomes difficult, highlighting the brand's integration into daily life [5] - Langjiu's transparency in the production process fosters trust among its members, reinforcing their loyalty to the brand [5] Group 3: Membership System Upgrade - Langjiu is set to upgrade its membership system in early 2025, focusing on "service, empowerment, value, and symbiosis," aiming to create a quality lifestyle and social platform for its global members [7][9] - The upgrade represents a strategic shift from experience economy to emotional economy, enhancing the membership experience from mere transactional benefits to building a community of emotional connection [9][11] Group 4: Industry Perspective - The high-end liquor market has evolved beyond mere consumption to become a symbol of identity, social currency, and cultural belonging, with traditional membership systems often lacking emotional engagement [11] - Langjiu's innovative membership system is seen as a unique and difficult-to-replicate model within the liquor industry, effectively converting member trust into a driving force for sustainable growth [12]

Core Insights - The meeting held on June 26 focused on the development strategy of Langjiu Co., emphasizing collaboration with partners in the Henan market [2][4] - Langjiu's strategy is centered around the principles of "strong, stable, and growth," with a commitment to quality and customer-first philosophy [4] - The company aims to expand its market presence in Henan by 2025, prioritizing profit assurance for distributors while seeking strong partnerships [5] Company Strategy - Langjiu's three major divisions presented their market strategies, highlighting the "Zhuangyuan Sauce Liquor" strategy and the positioning of its high-end products [7] - The Qinghua Lang division plans to enhance membership services and engage partners through various activities [7] - The Honghua Lang division is set to upgrade its classic product "Langpai Lang," while the Jianxiang division aims for a product matrix targeting a scale of 10 billion [7] Industry Collaboration - The meeting included key figures from the Henan Provincial Sugar and Wine Food Circulation Association, who expressed support for Langjiu's growth in the region [9] - Core distributors shared their successful experiences and market insights, reinforcing their confidence in future collaborations with Langjiu [9] - The event showcased Langjiu's multi-category and multi-brand development momentum, establishing a solid foundation for addressing industry challenges and seizing growth opportunities [9]

Core Insights - The article discusses the rising popularity and marketing opportunities surrounding the Suzhou Super League (苏超), highlighting how local teams and brands are leveraging the event for increased visibility and engagement [1][4][42] Group 1: Marketing Strategies - Brands are increasingly adopting innovative marketing strategies to capitalize on the Suzhou Super League's popularity, with local businesses like a barbecue shop gaining significant attention despite being a small player [4][35] - Major brands such as JD.com and Yili have quickly engaged with the event through timely and relevant marketing campaigns, setting a high standard for audience engagement [5][8] - The competition among sponsors has led to a variety of creative marketing tactics, with some brands focusing on emotional connections and local sentiments to resonate with audiences [20][41] Group 2: Brand Engagement - The involvement of local businesses in the marketing landscape of the Suzhou Super League demonstrates a shift towards grassroots marketing, where authenticity and local culture play a crucial role [40][41] - Brands like Starbucks have launched promotional activities that encourage fan interaction, enhancing the overall spectator experience and driving foot traffic to their locations [26][33] - The article notes that the marketing landscape is evolving, with brands needing to continuously adapt their strategies to maintain audience interest and avoid fatigue from repetitive content [8][42] Group 3: Consumer Behavior - There has been a notable increase in consumer engagement with brands during the Suzhou Super League, as evidenced by significant spikes in search interest for related products and services [25][41] - The article highlights the importance of aligning marketing efforts with consumer behavior trends, particularly in relation to sports events where specific consumption patterns emerge [25][41] - Local sentiment and community involvement are key drivers of consumer engagement, as brands that tap into these elements tend to see better results [20][41]

Core Viewpoint - The white liquor market, once a booming industry, is now facing a significant downturn, with prices collapsing and many distributors struggling to survive [6][7][9]. Group 1: Market Conditions - The wholesale market for white liquor is experiencing a severe decline, with merchants opening later and logistics failing to meet demand [3][4]. - High-end liquor prices have dropped significantly, with the price of 500ml Flying Moutai falling to 1968 yuan, breaching the 2000 yuan warning line [6]. - The market is witnessing a "multi-layer collapse," with even mid-range liquor prices falling below wholesale levels [7][8]. Group 2: Distributor Experiences - Distributors like Hai Tao are shifting to a "fast in, fast out" business model, avoiding inventory management due to low profits [4][5]. - Many distributors report drastic declines in sales, with some not opening for business due to lack of orders [13][14]. - The reliance on non-market consumption, such as government events, has severely impacted sales following recent regulations [17]. Group 3: Historical Context - The white liquor industry previously thrived during a period of rising incomes and consumption, leading to rampant expansion and speculation [19][20]. - The pandemic acted as a "black swan" event, disrupting the market and leading to increased inventory levels among producers [24][26]. - The once-reliable high-end brands are now facing a crisis of confidence, with the belief in brands like Moutai eroding [29][37]. Group 4: Changing Consumer Preferences - Younger consumers are gravitating towards diverse alcoholic beverages, leading to a decline in white liquor consumption [47][48]. - The perception that young people do not drink white liquor is challenged by the idea that they simply lack access to quality products [49][52]. - Aging management in liquor companies is failing to adapt to changing market dynamics, further alienating younger consumers [55][56]. Group 5: Future Outlook - The industry is undergoing a significant shift, with a potential return to rational consumption patterns and a cleansing of excess inventory [45][46]. - Distributors are exploring new business models, with some opting to create their own brands to escape the pressures of traditional distribution [60][61]. - Despite the current challenges, some industry players remain optimistic about the future, believing that the market will stabilize over time [63][64].

Core Viewpoint - The article emphasizes how Langjiu transcends its material attributes to become a cultural symbol by collaborating with top-tier value platforms, particularly CCTV, to resonate with the national spirit and cultural identity [2][4]. Group 1: Collaboration with CCTV - Langjiu's partnership with CCTV is highlighted as a strategic move to enhance brand value and cultural significance, showcasing a commitment to creating value alongside reputable media [4]. - The collaboration includes exclusive sponsorship of major cultural programs, such as "The Classics of China" and "Masters of the Song Dynasty," which aim to integrate Langjiu's brand narrative with Chinese cultural heritage [5][7]. Group 2: Cultural and Brand Integration - Langjiu aims to embed its brand narrative within the rich tapestry of Chinese culture, using classic cultural programs as a medium to connect with consumers on a deeper level [5][7]. - The company has developed a cultural IP matrix that includes various high-profile programs, enhancing the cultural ecosystem surrounding the Qinghua Lang brand [8]. Group 3: Product Innovation and Consumer Engagement - Langjiu has introduced limited edition co-branded products, such as the "Qinghua Lang × Classic Recitation Commemorative Wine," to cater to consumer preferences and enhance the brand's cultural value [10]. - The Red Flower Lang brand continues to resonate with consumers by associating with significant cultural events like the Spring Festival Gala, reinforcing its position in the hearts of consumers [10]. Group 4: Long-term Vision and Mission - Langjiu's mission is to produce high-quality liquor that serves as a cultural touchstone, aiming to resonate with the spirit of the times and connect with consumers' emotional experiences [11]. - The company is focused on building a robust brand ecosystem that emphasizes cultural depth, consumer engagement, and a commitment to national narratives [11].

Core Viewpoint - The white wine industry is experiencing a significant downturn, with prices collapsing and inventory piling up, indicating a major market correction and a shift in consumer behavior [11][49][50]. Group 1: Market Conditions - The wholesale market for white wine is facing severe challenges, with merchants reporting late opening hours and insufficient logistics to meet demand [6][7]. - High-end wines like Moutai and Wuliangye have seen drastic price drops, with Moutai's price falling below 2000 yuan and Wuliangye's "Pu Wu" dropping below 800 yuan per bottle [9][10]. - The overall white wine market, valued at 700 billion yuan, is undergoing a "multi-layer collapse," affecting both high-end and mass-market products [10][11]. Group 2: Inventory and Sales Challenges - Merchants are struggling with unsold inventory, with some reporting losses of up to 30,000 yuan daily due to stagnant sales [14][18]. - The impact of previous alcohol bans and regulations has led to a significant reliance on non-market consumption, which is now being challenged [20]. - Many distributors are facing pressure to return unsold stock as online prices undercut offline sales, leading to widespread losses [45]. Group 3: Historical Context and Industry Evolution - The white wine industry previously thrived on a "spiral of income and consumption," with consistent price increases and high demand, but this has changed dramatically post-pandemic [22][26]. - The influx of new players during the industry's boom years has led to overproduction and excessive inventory, creating a precarious situation for many distributors [23][25]. - The pandemic has exacerbated existing issues, with a decline in production and increasing inventory levels among listed companies [28]. Group 4: Consumer Behavior and Future Outlook - There is a perception that younger consumers are moving away from traditional white wine, but this may be a misunderstanding of their preferences for quality over quantity [52][56]. - The aging management of wine companies is failing to adapt to changing market dynamics, leading to outdated marketing strategies [60][62]. - The industry is witnessing a shift from speculative buying to genuine consumption, indicating a potential return to more sustainable market practices [49][50].