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 ...

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 Viewpoint - The annual Duanwu Festival ceremony at Langjiu's winery emphasizes the company's commitment to traditional craftsmanship and quality, showcasing the launch of the 2025 version of the Langpai Lang liquor, which aims to enhance its market presence and consumer appeal [1][3][11]. Group 1: Ceremony and Tradition - The Duanwu Festival ceremony, held at the Langjiu winery, is a significant event that highlights the traditional practices of liquor production, specifically the making of "qu" (fermentation starter) [1][4]. - The event included participation from outstanding employees, their families, and representatives from various distributors, creating a shared experience around the production of high-quality "qu" [4][6]. Group 2: Quality and Craftsmanship - Langjiu emphasizes the importance of quality control in every step of the production process, from selecting raw materials to the fermentation and aging stages, ensuring the highest standards are met [6][7]. - The company has implemented advanced technology in its quality research facilities to monitor and control the fermentation environment, enhancing the overall quality of its products [6][7]. Group 3: Product Launch and Upgrades - The 2025 version of Langpai Lang was officially launched, maintaining the traditional "12987" brewing process, with at least 80% of the base liquor aged for over three years, ensuring a rich and pure flavor [11][13]. - The new packaging design aims to blend classic elements with modern aesthetics, making it more appealing for everyday use and festive occasions [11][13]. - The upgrade of Langpai Lang is expected to significantly impact the sauce liquor market, enhancing its competitiveness and attracting a broader consumer base due to its quality and affordability [13][14]. Group 4: Future Outlook - Langjiu's product matrix, including Qinghua Lang, Honghua Lang, and Langpai Lang, is continuously evolving, which is anticipated to strengthen the company's overall market position and drive sustainable growth [14][15].

水皮杂谈 一家之言 兼听则明 偏听则暗 四月春暖，白酒行业也驶入复苏快车道：近日，中信证券研报指出，当前正处于宏观周期调整和白酒自身行业周期调整的过程中，需要企业能 积极寻求新场景、新消费和新模式，相信随着更多龙头企业投入到消费者培育和消费场景营造中，白酒行业有望迎来筑底复苏。 诚如所言，在行业，随着春糖、三品节等系列盛会接连举办，酒业已最先感知到行业的"春江水暖"： 3月25日，2025第五届郎酒庄园三品节颁奖盛典在赤水河左岸郎酒庄园举办，一众"郎酒三品"建设的突出贡献者走至领奖台前，向世界讲述 郎酒的"极致三品"征程。据悉，本次郎酒庄园三品节共设置品质奖、品牌奖、品味奖三大奖项，共有763个团队或个人获奖，他们全部来自在 2024年为郎酒品质、品牌、品味做出突出贡献的社会各界朋友以及郎酒员工。 在山河同春、共同感受酒业复苏暖意之时，三品节连续五年举办，也以持之以恒、多年如一日的顶级战略定力引发行业深度讨论： 2021年，郎酒庄园开创了"郎酒庄园三品节"，旨在鼓励大家为郎酒的三品提升而努力，将品质基因注入郎酒人的血液，如今，已经走到了第 五年。五年实践，印证了郎酒"百年根基"战略的本质：品质的滴水穿石、生态 ...