1月20日，"奋楫笃行越千帆 同心聚力开新局"——西凤酒2025年度全球经销商大会在西安曲江国际会议 中心成功召开。来自全球的西凤酒经销商、供应商及行业协会、各界专家、主流媒体等千余人参会。西 凤集团公司党委书记、董事长、股份公司董事长张正携西凤集团领导班子张周虎、郭拴新、高亚兰、肖 宁、冯雅芳、张勇出席会议。 张正代表全体西凤人向广大经销商、合作商和媒体朋友们表示衷心感谢。他表示，当前行业正在经历深 刻转型、价值重塑，但中国白酒发展的底层逻辑没有改变、真实需求没有改变、美好生活创意表达没有 改变，白酒产业依然具备坚实的发展纵深。"十四五"期间，西凤酒围绕产能建设、品质提升、市场拓 展、品牌打造、人才队伍等开展了一系列基础性、战略性工作，西凤酒保持整体向上、结构向优的基础 和态势。 2026年是"十五五"开局之年，要把握当前变革带来的新机遇、新优势，主动适应"时"与"势"的变化，把 优势和机遇转化为高质量发展胜势。产品端要精准供给，构建"核心+细分+IP"矩阵，做强"家国"系列核 心单品；渠道端要全域覆盖，打造"线下深耕+线上直达+场景渗透"全域网络，联动线上发力即时零售 与直播电商；服务端要情感链接，以"凤 ...

Core Viewpoint - The 2025 China (Baoji) International Wine Exhibition successfully showcased the rich history and culture of wine in Baoji, a city known for its long-standing tradition of liquor production, while promoting the development of the wine industry in China [1][3]. Industry Overview - The exhibition, themed "Silk Road Fine Wine, Enjoy the World," attracted 246 exhibitors, including over 40 international companies, highlighting the global nature of the event [3]. - Baoji has a 3,000-year history of uninterrupted liquor production, particularly known for its Fengxiang-style liquor, which has led to the city being recognized as the "Fengxiang Liquor City of China" [4]. Company Developments - Xifeng Liquor launched two new products, "Red Xifeng: Year 618" and a new series of health-oriented liquors, during the exhibition, aiming to cater to evolving consumer preferences [6][8]. - The new product "Red Xifeng: Year 618" targets the high-end market and is rooted in the historical significance of the year 618, marking the establishment of a renowned liquor workshop [6][7]. - Xifeng Liquor emphasizes quality without raising prices, ensuring that consumers benefit from the improvements in product quality [6][8]. Cultural Significance - The event included a traditional liquor sealing ceremony, symbolizing the dialogue between craftsmanship and heritage, and underscoring the cultural importance of Xifeng liquor [9][10]. - The Xifeng Liquor Cultural Museum was opened to provide an immersive experience of Chinese liquor culture, enhancing public understanding of the brand's heritage [10]. Awards and Recognition - Xifeng Liquor has received numerous accolades, including the Panama International Exposition Gold Medal, and has been recognized for its quality and safety standards in the liquor industry [10].

Core Perspective - The recent product launch event of Xifeng Liquor, themed "Qinling Dialogue, Shared New Journey," reflects the company's strategic thinking and choices in the new industry cycle [1][3]. Industry Perspective - The consensus from the event indicates a profound shift in the liquor industry from "production-oriented" to "user-oriented" innovation, driven by changes in the economy and population structure [3]. - The president of the China Alcoholic Drinks Association, Qin Shuyiao, emphasized the need for the industry to focus on consumer demand and establish effective connections with the new generation of consumers [3]. Product Analysis - Xifeng Liquor launched three new products, showcasing a strategic approach to target specific market segments [7]. - The upgraded Old Green Bottle aims to solidify the consumer base by enhancing the quality and age of the liquor, reinforcing its image of "quality and value" [9]. - The introduction of "Red Xifeng · Gongyuan 618" represents a key move towards the premium market, incorporating rare concepts like the "Five Special Principles" and over 50 years of aging [11]. - The Xifeng Yangyuan Spring series combines traditional flavors with health concepts, expanding consumption scenarios and appealing to emerging consumer groups [13]. Corporate Strategy - The chairman of Xifeng Group, Zhang Zheng, outlined four core pillars: ecological foundation, intangible cultural heritage, cultural essence, and user needs, reflecting the company's development philosophy [15]. - The commitment to "quality improvement without price increase" stands out in an industry generally seeking price hikes, indicating a pragmatic market strategy [15]. - The roundtable discussion on "forging new engines" highlighted the importance of sustainable growth models rather than chasing short-term trends [17]. Conclusion - The product launch by Xifeng Liquor serves as a valuable case for the liquor industry during its adjustment phase, demonstrating the need for established brands to maintain quality and cultural heritage while embracing innovation and user engagement [19][23]. - The ability to translate classic values into contemporary products that resonate with modern consumers is crucial for achieving competitive advantage in the liquor market [23].

Core Insights - The Chinese liquor industry is facing a complex situation characterized by both resilience and challenges, with a shift from traditional growth models to a focus on quality, culture, and consumer experience [3][5][7] Industry Overview - The current landscape of the Chinese liquor industry shows a duality of solid industrial foundations and increasing pressures from differentiated consumer demand, rising costs, and intensified market competition [3][5] - The industry's growth logic is fundamentally changing, moving away from price increases and channel expansions to a deeper exploration of quality and cultural significance [3][5] Consumer Trends - The emergence of a new generation of consumers is reshaping the competitive landscape, as they prioritize quality, cultural depth, and personalized emotional connections in their purchasing decisions [5][7] - Emotional consumption is becoming a significant criterion for the younger generation, leading to a fragmented market rather than a unified one [5][7] Strategic Shifts - The industry must transition from a "scale-oriented" approach to a "value-oriented" strategy, emphasizing comprehensive competition that includes quality, culture, and user experience [7] - The high-quality development of the liquor industry is essential for both individual enterprises and the sustainable growth of the entire sector [7] Product Innovations - Xifeng Liquor launched two new products at the conference, showcasing value innovation and a commitment to traditional craftsmanship [8][10] - The "Hong Xifeng·Gongyuan Luyiba" product emphasizes historical value and quality, featuring a unique blend of aged spirits and traditional production techniques [10] - The "Xifeng Yangyuan Chun" series targets health-conscious consumers, integrating herbal elements into the liquor to align with modern health trends [12] Quality Management - Xifeng Liquor's approach to quality management includes a comprehensive system that ensures product excellence while maintaining price stability [15] - The company has established a multi-tiered product matrix to cater to various consumer needs while strengthening emotional connections with its customers [15] Regional Development - The local government is promoting the integration of the liquor and tourism industries, leveraging historical and cultural resources to create new growth opportunities [17] - The industry is at a crossroads, transitioning from scale expansion to quality and value enhancement, which is essential for its maturation [17]