本文来自微信公众号： 秦朔朋友圈 （ID：qspyq2015） ，作者：何菲，题图来自：AI生成 明显感觉到，我生活的时代，我生活的城市和这座城市的人，到处都在转型。 大约在千禧初年到2017、2018年左右，我们友人之间小酌多数是喝红酒，不管真懂还是假懂，总得 在饮上一口后，用风雅感性的词汇评价一番。为此我还浮光掠影地研究过几年红酒，写过不少相关文 章。 后来，红酒热潮渐渐退去，进入平台期，身边友人们小酌的风格偏好渐渐往白酒方向转化。 前几年某次友人小聚，我坐在中医药大学少壮派教授身边，他执意鼓励我喝点白酒，说是补气、抗病 毒。从此我小酌时的主流佐餐酒换成了白酒。记得那天还有友人往白酒壶里加了半壶蒜瓣，说是能杀 灭病毒。坊间也有"加了蒜片的光瓶玻汾，能喝出青花汾的味道来"的传说。 杯里乾坤大，壶中日月长。 世界六大蒸馏酒的诞生地都分布在北纬25～40度之间，中国的两大名酒带——川贵名酒带和江淮名 酒带，都处于这个地理位置。 有很多年，白酒一直延续高端化的宏大叙事，有"向天再借五百年"的气势，代言人都是影视剧里常常 出现的帝王将相，再低调也是千里江山、雄厚激荡的调性，白酒似乎是传统文化的集大成者。 那些年，飞 ...

Core Viewpoint - Sichuan Langjiu Co., Ltd. has committed to maintaining price stability and avoiding price wars, but actual market conditions show significant price fluctuations, indicating a disconnect between the company's promises and market realities [1][3][6]. Group 1: Company Commitments - Chairman Wang Junlin proposed "Four Guarantees" and "Eight Persistences" to stabilize market confidence and protect brand value, emphasizing a long-term strategy over short-term price competition [1][2]. - The commitment to not engage in price wars is seen as a responsible move to protect the interests of distributors and maintain the high-end value of the brand [1][3]. Group 2: Market Reality - From January 1, 2024, to December 31, 2024, the price of Honghua Lang 15 dropped from 490 yuan to 415 yuan per bottle, and Honghua Lang 10 fell from 290 yuan to 265 yuan [2]. - Distributors report significant price volatility, with some stating that prices change daily, leading to concerns about profitability and inventory management [3][6]. Group 3: Price Decline and Challenges - The high-end product Qinghua Lang has seen a drastic price drop, with its suggested retail price of 1499 yuan per bottle falling to 710 yuan by July 9, 2025, indicating a severe decline in market value [4][5]. - The price inversion phenomenon, where retail prices are significantly lower than the official prices, has been attributed to excessive inventory and pressure from the company on distributors [6][8]. Group 4: Historical Context and IPO Aspirations - Langjiu's IPO journey has been fraught with challenges, having attempted to go public multiple times since 2007 without success, often due to market conditions and internal issues [9][10]. - The ongoing price inversion and market management issues are seen as potential obstacles to Langjiu's future IPO plans, as they may undermine investor confidence [10].

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]

6月26日，郎酒股份河南市场推介座谈会在郑州举行。本次活动汇聚了郎酒股份核心管理团队、河南省 糖酒食品流通协会领导、河南区域核心经销商及行业媒体代表，共商郎酒发展大计，深化厂商合作。 河南省糖酒食品流通协会会长彭希安，副会长兼秘书长陈全战应邀出席会议。彭希安在致辞时对郎酒在 河南市场的发展给予肯定，表示将积极号召和组织会员企业助力郎酒在河南的发展。河南品酒轩酒业有 限公司董事长范长永、郑州华储酒业有限公司董事长李海涛、河南省微策企业管理咨询有限公司万发达 作为郎酒各事业部在豫核心经销商代表，分享了与郎酒同行的成功经验与市场洞察，表达了对未来合作 的坚定信心。 郎酒销售公司河南区域总经理李静在推介会开场致辞中，详细介绍了郎酒股份的整体发展战略。她强 调，面对行业新周期，郎酒始终遵循公司董事长汪俊林提出的"强壮、稳健、增长"基调，以"极致三 品，品质第一"为根本，坚持"客户第一，唯客是尊"理念，致力于"扶好商、树大商、共筑厂商命运共同 体"，携手合作伙伴将郎酒品牌做强、做长、做大。 本次推介会集中展示了郎酒股份多品类、多品牌协同发展的强劲势头与深耕河南市场的决心，为厂商携 手应对行业挑战、共享发展机遇搭建了坚实桥 ...

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]

以下文章来源于表外表里 ，作者洞见数据研究院 表外表里 . 洞见数据研究院 来源|表外表里 文|陈梓洁 严贝贝 编辑|曹宾玲 一阵开卷门的声音传来，百荣酒水商户芳芳低头看了眼手机，已经中午 11 点了。 她 所 在 的 批 发 市 场 ， 号 称 " 白 酒 界 宇 宙 中 心 " ， 地 位 就 像 华 强 北 之 于 手 机 、 水 贝 之 于 黄 金，业内任何风吹草动，第一时间会传递到这里。 然而如今，偌大的商场仿佛生了锈的链条，商户开门营业的时间越来越晚，物流车停在门 口，一整天也装不满发车。 经销商海涛以前有个小仓库，现在退掉了，只做 "快进快出"的生意：从上级经销商那里 直接寄给客户，除了货款，搬运、换标等事情概不经手。 他连接单都不积极了，如果不是老客户找上门，很多时候海涛都不开张： "没利润，都是 平价进平价出，顺手做人情，但人家以为你还挣几块钱。" 跟酒打了近 2 0 年的交道，海涛也算小有见识，行业低迷至此，却是第一次碰上。 今 年 618 ， 5 0 0ml 飞 天 茅 台 " 到 手 价 " 只 要 1968 元 ， 击 穿 2 0 0 0 警 戒 线 ； 五 粮 液 " 普 五"一度 ...

水皮杂谈 一家之言 兼听则明 偏听则暗 一瓶白酒，如何在消费者心中超越物质属性，成为精神共鸣的载体？ 郎酒的答案是：携手顶级价值平台，站上国民精神生活的制高点。6月19日，"这个夏天，总 台和你在一起——2025CMG 暑期视听嘉年华"活动在北京举行。郎酒股份总经理汪博炜受邀 出席，并接受CCTV-2经济信息联播节目专访，讲述郎酒坚定携手总台，合作共创的品牌故 事。 活动现场，中央广播电视总台副台长齐竹泉与汪博炜共同启动2025CMG暑期视听嘉年华，青 花郎与总台两档大型文化类创新节目达成正式合作签约，独家冠名《典籍里的中国》，独家特 约《宗师列传·大宋词人传》。 在业内看来，郎酒择高而立、持续携手央视，正是其"与有价值的人共同创造价值"的生动体现 。 无论是牵手茅奖、鲁奖，打造青花郎"中国文学第一白酒品牌"，还是与央视共创、加码殿堂级 文化IP，郎酒的动作始终如一，即将美酒的醇厚与文明的厚重碰撞， 构建起两大生态圈： 青花郎生态圈携手顶级IP，传承诗书风雅，彰显文化自信， 让赤水河畔的经典酱香得以承载 千年文脉 ； 红花郎生态圈依托国民级大单品红花郎，携手春晚塑造国民记忆， 映照家国情怀 ， 展现绝代风华 ...

以下文章来源于表外表里 ，作者洞见数据研究院 表外表里 . 洞见数据研究院 将投中网设为"星标⭐"，第一时间收获最新推送 越陈越香的白酒，囤久了却卖不动。 作者丨 陈梓洁 严贝贝 编辑丨 曹宾玲 来源丨 表外表里 一阵开卷门的声音传来，百荣酒水商户芳芳低头看了眼手机，已经中午 11 点了。 她所在的批发市场，号称 "白酒界宇宙中心"，地位就像华强北之于手机、水贝之于黄金，业内任何 风吹草动，第一时间会传递到这里。 然而如今，偌大的商场仿佛生了锈的链条，商户开门营业的时间越来越晚，物流车停在门口，一整天 也装不满发车。 经销商海涛以前有个小仓库，现在退掉了，只做 "快进快出"的生意：从上级经销商那里直接寄给客 户，除了货款，搬运、换标等事情概不经手。 他连接单都不积极了，如果不是老客户找上门，很多时候海涛都不开张： "没利润，都是平价进平价 出，顺手做人情，但人家以为你还挣几块钱。" 跟酒打了近 20 年的交道，海涛也算小有见识，行业低迷至此，却是第一次碰上。 芳芳现在每天什么都不干，两眼一睁就要亏 3000 元。 上月中旬，观察到春节大批出货对酒价的影响趋于平稳，淡季走到尾声，她赶紧进了 100 多件红花 郎 ...

Core Insights - The article highlights the continuous growth of the brand value of Sichuan Langjiu Co., Ltd., which reached 162.065 billion RMB, ranking 56th in the "World Brand Conference and China’s 500 Most Valuable Brands" [1][3] - Langjiu's brand value has increased significantly from 4.1 billion RMB to over 162 billion RMB over 20 years, showcasing its strong market support and strategic product development [3][6] Group 1: Brand Value Assessment - The World Brand Laboratory (WBL) has recognized Langjiu's brand value as a result of its comprehensive strength and market enthusiasm, supported by its "Seven Strategic Products" [3][4] - The brand value assessment methodology incorporates financial data, brand strength, and consumer behavior analysis, establishing WBL as a leading authority in brand valuation [4][6] Group 2: Strategic Product Development - Langjiu's brand value is underpinned by its seven strategic products: Hongyun Lang, Qinghua Lang, Honghua Lang, Langpai Heimate, Langpai Tequ T8, Shunpin Lang, and Xiaolangjiu, which cater to various market segments [9][11] - The products range from ultra-high-end to mass-market offerings, ensuring comprehensive market coverage and consumer resonance [13] Group 3: Production and Research Capabilities - Langjiu has established a world-class distillery covering 10 square kilometers in the core production area, enhancing its production capacity and quality [6][8] - The company has invested in advanced research facilities and a technical team of over 200 members to innovate and improve its production processes [8][9] Group 4: Cultural and Market Engagement - Langjiu is actively expanding its cultural expression and global presence, enhancing brand value through emotional resonance and storytelling [8][13] - The company employs a multi-faceted marketing strategy that includes tasting events and collaborations with local culinary experts to deepen consumer engagement [11][13]

郎酒的库车故事，不仅有消费者的认可，更离不开经销商伙伴的共创共建，库车大旗酒业有限公司董事 长王大奇为现场嘉宾分享了「从0到1的郎酒库车故事」，「在2018年选择了与郎酒合作，7年时光，厂 商齐头并进，郎酒兼香产品已是库车市民们的第一消费选择。这次的千商大会，不仅是郎酒西北大区扎 根县级市场的信号，也是郎酒南疆市场腾飞的起点。」 这段故事里，还有终端餐饮伙伴的双向奔赴。正如库车河南面馆老板李有涛所说：「从我接触郎酒开 始，郎酒对终端的各项支持政策和态度就是业内数一数二的好。这就是郎酒的温度，也是我们愿意做郎 酒的原因。」 全心全意服务县域市场郎酒是认真的 6月10日，中国郎（南疆）千商大会暨郎酒南疆市场起航仪式在郎酒会员企业新疆库车饭店举行。南疆 地区商家及渠道伙伴齐聚阿克苏地区下辖的县级市库车，共赴郎酒2025年首场县级市场千商大会。 随着郎酒南疆市场起航仪式启动，郎酒南疆综合办事处聚势集结开业，将库车作为西北县域市场样板， 以更高品质产品服务县域消费者的美好生活。 现场，中国郎七大战略产品亮相库车，邀请众多商家伙伴、会员朋友亲身品鉴，深度感受郎酒产品魅 力。"青花郎的品质很不错，特别适合高端宴请""红花郎 ...