近日，习酒集团举办的一场主题为"守正创新加'数'前行"的秋收论坛上，数字化转型与产业创新是讨论的焦点。然而，转型、创新之外，习酒正面临着一 个更为严峻和迫切的现实：核心产品价格体系正经历一场剧烈的冲击。 白酒行业已进入一个持续收缩的周期，库存高企、消费降级、价格倒挂已成普遍现象。行业寒冬中，独立运营的习酒，感受到的寒意尤为刺骨。其高端旗 舰君品习酒和核心大单品窖藏1988价格全线失守，其中君品习酒在头部九大白酒品牌中跌幅最为明显。 这对于2024年接任习酒集团董事长的汪地强而言，无疑是一场"压力测试"。上任一年多来，市场留给他的并非大好坦途。渠道库存积压、经销商利润被侵 蚀的局面下，汪地强开启频繁的一线调研。从广东到陕西、天津，他出现在市场最前沿的身影，试图在渠道的抱怨声中，为习酒寻找稳住阵脚、穿越周期 的航向。 失守的价格防线 窖藏1988的溃败，与整个白酒市场的结构性变化密切相关。《2025中国白酒市场中期研究报告》，当前白酒消费的主流价格带已从过去的300-500元进一 步下沉至100-300元区间，而500-800元价格带的产品生存最为困难。窖藏1988的出厂价恰好落在这个"死亡谷"地带。市场消费能力 ...

Core Insights - The article emphasizes the competitive landscape of the Gansu liquor market, highlighting the dominance of three local brands: Jinhui, Binhai, and Hongchuan, which collectively hold a significant market share against national brands [2][3][4] Market Overview - The Gansu liquor market is characterized by a "3+3" brand competition structure, with local brands Jinhui, Binhai, and Hongchuan competing against national brands like Wuliangchun and Jianan Chun, capturing 80% of the market [2][3] - The estimated market capacity for Gansu in 2024 is approximately 95-103 billion yuan, with Jinhui leading with a revenue of 30.21 billion yuan [3][4] Competitive Dynamics - Jinhui stands out with a robust performance across the province, while Binhai and Hongchuan have focused on specific regional markets [3][4] - The main sales price range in the market is concentrated between 100-300 yuan, accounting for over 50% of total sales [4] Brand Strategies - Jinhui employs a comprehensive strategy focusing on brand systematization and nationwide expansion, achieving a revenue milestone of over 30 billion yuan in 2024 [6] - Binhai Group focuses on regional markets and leverages its unique "Nine Grain Aroma" to establish a technological barrier, while also controlling pricing to ensure distributor profits [7][8] - Hongchuan targets the government and business group purchasing channels, emphasizing quality and cultural integration to strengthen its market position [9][10] Lessons Learned - The experiences of the three leading brands provide valuable insights for regional liquor companies, emphasizing the importance of brand culture, market focus, and channel management [11][12] - Companies should adapt their strategies based on their market size and development stage, with a focus on building strong local market presence and product differentiation [12][14] Pricing and Market Positioning - Regional brands are advised to concentrate on the 50-200 yuan price range to avoid direct competition with high-end national brands, while also catering to local consumer preferences [17][18] - The article suggests that a multi-channel approach, integrating group purchases, traditional channels, and e-commerce, can enhance market competitiveness [19] Digital Transformation - Implementing a digital framework that combines product information and anti-counterfeiting measures can improve brand trust and operational efficiency [20] - The introduction of a dual incentive system for stores has proven effective in maintaining sales despite market challenges [20][21]