11月14日，由山西汾酒联合新华社品牌工作办公室、半月谈杂志社共同组织的"汾酒第二阶段高质量发 展战略研讨会"在山西太原成功举办。本次研讨会以"行稳致远，质领未来"为主题，汇聚政企学研多方 智慧，为更好实现"全要素、高质量、又好又快扎根中国酒业第一方阵"的阶段目标建言献策。 品牌营销专家、《超级增长》作者魏家东在会上发表主旨演讲，与大家分享汾酒在新时代的超级增长路 径。他指出，在品牌逻辑迭代的当下，汾酒要实现超级增长突破，要从用户出发，用"用户+传播+渠 道"的组合拳，打通增长全链路。 (品牌营销专家、《超级增长》作者魏家东发言) 为此需推进年轻化破圈与出海赋能两大关键举措。年轻化的关键是品牌调性贴合潮流，而非低价或局限 低龄群体，如推出融入动漫IP的限量版青花汾酒，用潮流设计贴近年轻群体。汽车行业的趋势已经直观 反映了消费需求与偏好的深刻变化。同时在白酒出海时标注国际品鉴标准与营养成分，让大家去了解中 国白酒，助力海外用户快速认可。最终抢占用户心智，让汾酒成为白酒消费的首选。 创场景：把汾酒嵌入生活时刻 消费场景的深度绑定，能让产品自然走进用户。魏家东认为，从场景上来讲就是要将产品嵌入用户的生 活时刻。场景 ...

2025年是"十四五"规划收官之年，也是"十五五"规划谋篇布局之年。当前，中国经济正在加快构建新发 展格局，扩大内需、提振消费成为高质量发展的关键支撑。白酒行业作为国内消费市场的重要组成部 分，正处于"政策调整、消费结构转型、存量竞争"叠加下的深度调整期。同时，2025年也是汾酒复兴迈 入第二阶段的承前启后之年，面对变化的市场格局，如何守住品质底线、激发品牌活力、实现稳健增 长，成为汾酒乃至全行业共同的课题。 为深入探究消费市场动态，探讨白酒行业如何应对复杂挑战、稳健穿越周期与实现高质量发展，山西汾 酒联合新华社品牌工作办公室、半月谈杂志社于11月14日在太原举办"汾酒第二阶段高质量发展战略研 讨会"。本次研讨会以"行稳致远，质领未来"为主题，汇聚政企学研多方智慧，致力于为汾酒找准政策 共振点、夯实战略执行力，为更好实现"全要素、高质量、又好又快扎根中国酒业第一方阵"的阶段目标 建言献策。 研讨会伊始，汾酒集团相关领导致辞表示，多年来，汾酒始终坚守"传承不守旧、创新不离宗"的企业理 念：向内深耕，筑牢清香品质底色；向外开放，秉持"开门办企"初心，积极借助"外脑"、倾听大家的真 知灼见，与各界同仁共探品牌升级、 ...

Core Viewpoint - The event "恰如其汾 好彩好彩" marks the launch of the 2025 Fenjiu city tour in Guangzhou, blending traditional culture with modern trends to attract young audiences [1][6][22] Group 1: Event Overview - The event took place from October 17 to 19, featuring activities such as creative markets, stand-up comedy, and lion dance performances, showcasing a fusion of tradition and modernity [1][6] - Fenjiu aims to integrate its brand into contemporary urban life, resonating with the lifestyle of vibrant Guangzhou youth [6][18] Group 2: Historical Context - The historical connection between Fenjiu and Guangzhou dates back to the Qing Dynasty, with records of Fenjiu being used in local cuisine and winning awards at international exhibitions [4][6] - Fenjiu's return to Guangzhou is seen as a significant cultural reconnection, emphasizing its long-standing relationship with the city [6][22] Group 3: Engagement with Youth - The event featured interactive elements like art installations and games designed to engage young attendees, promoting a sense of community and cultural appreciation [8][10] - Notable guests, including Olympic champion Huang Yaqiong and comedians, shared personal stories that aligned with the event's themes of perseverance and enjoyment, resonating with the younger generation [11][14] Group 4: Brand Strategy - Fenjiu's strategy includes a focus on youth engagement through various initiatives, such as social media challenges and pop-up events, aiming to create emotional connections with new consumers [20][22] - The brand seeks to transition from being a mere "guest" in the market to becoming a "participant" in local culture, enhancing its relevance among the new generation [18][20]

Core Insights - The article discusses the changing consumer perceptions and marketing strategies in the beverage industry, particularly focusing on the challenges faced by traditional liquor brands in engaging younger consumers [1] Group 1: Industry Trends - There is a significant shift in consumer attitudes towards brands, with younger consumers prioritizing freshness and quality experiences over traditional product strength [1] - Traditional marketing methods are becoming less effective as the generational shift in consumer behavior occurs, necessitating new approaches to brand engagement [1] Group 2: Event Details - The "2025 Fenjiu City Tour" event will take place in Guangzhou from October 17 to 19, highlighting the city's rich history and vibrant culture [1] - The event will focus on themes of sharing, friendship, mild intoxication, and cultural creativity, reflecting the aspirations of the new generation for a better life and quality culture [1] - Various interactive experiences will be available at the event, including tastings of cocktails featuring Qinghua Fenjiu, art installations, and games [2]

Core Insights - The Chinese liquor industry is experiencing a recovery during the "Golden September and Silver October" season, with major companies like Kweichow Moutai and Wuliangye reporting significant sales growth [2][3] - Despite the expected sales boom during the Mid-Autumn Festival and National Day, the market is characterized by a "calm, indifferent, and rational" consumer behavior, shifting marketing strategies towards sales activation and online channels [2][10] Group 1: Marketing Strategies - Major liquor companies are adopting a sales-driven approach, focusing on direct promotions and product accessibility rather than traditional brand exposure [5][6] - New product launches, such as "Da Zhen·Zhen Jiu" and the first metaverse concept liquor by Guotai, have seen immediate success, indicating a shift towards innovative offerings [3][4] - Companies like Moutai and Fenjiu are implementing promotional activities that cater to diverse consumer needs, emphasizing practical sales over ceremonial marketing [5][6] Group 2: Channel Transformation - The marketing strategies during the double festival have shifted towards localized and online-focused approaches, enhancing consumer engagement and market growth [7][9] - Collaborations with local cultural events and online platforms have been utilized to create immersive consumer experiences, such as the "Jiu Gui Jiu" campaign in Hunan [8][9] - The rise of instant retail partnerships, like that of Tuopai and Meituan, exemplifies the industry's adaptation to new consumer behaviors and preferences [9] Group 3: Consumer Behavior Changes - There is a notable shift towards rational consumption, with consumers preferring to buy based on immediate needs rather than bulk purchasing [10][11] - The popularity of lower-priced and lower-alcohol products reflects changing consumer preferences towards health and personal enjoyment [11] - The industry is undergoing a fundamental transformation from "scale expansion" to "quality enhancement," indicating a long-term shift in the value system and business models within the liquor market [10][12]

Core Viewpoint - The decline of the real estate industry in China has significantly impacted the high-end liquor market, leading to a need for transformation and new consumption drivers in the liquor sector [1][4][7]. Group 1: Real Estate and Liquor Industry Interconnection - The real estate sector's growth has historically driven the high-end liquor market, with a notable increase in business-related consumption [2][4]. - From 2004 to 2013, real estate investment surged over 520%, while the liquor industry experienced a "golden decade" with production up 293%, revenue up 719%, and profits soaring 1272% [5]. - The collapse of major real estate companies like Evergrande and the subsequent economic downturn have led to a significant decline in the liquor industry, which is now facing intense competition and adjustment [7][8]. Group 2: Current State of the Liquor Industry - As of early 2025, the number of large-scale liquor enterprises has decreased to 887, with a slight revenue increase of 0.19% but a significant profit drop of 10.93% [8]. - Major liquor companies have initiated strategic transformations, focusing on new consumer demographics, international markets, and affordable product lines to adapt to changing market conditions [10][11][12]. Group 3: Strategic Transformations in the Liquor Industry - Companies like Moutai are targeting new consumer groups in emerging industries and enhancing personalized service offerings [10]. - The liquor industry is also expanding its international presence, with initiatives aimed at promoting Chinese liquor globally [10]. - There is a growing emphasis on affordable products, with several brands launching new offerings to capture the mass market [11][12]. Group 4: Future Outlook and Challenges - Despite initial successes in transformation, the liquor industry faces ongoing challenges, including the need to find new consumption drivers to replace the real estate sector [14]. - The export market for Chinese liquor is still in its infancy, and the profitability of mass-market products lags behind that of premium offerings [14].

Core Viewpoint - The white liquor industry is experiencing a slight recovery in prices ahead of the Mid-Autumn Festival and National Day, but overall sales are expected to decline due to insufficient consumer confidence and changing demand patterns [2][7][8]. Price Trends - Some premium liquor prices have shown a slight increase, with Feitian Moutai's box price rising above 1800 yuan per bottle, and the eighth generation Wuliangye increasing by 80 yuan per box [2][3]. - The prices of high-end liquors like Guojiao 1573 and Junpin Xijiu have also rebounded slightly, with Guojiao 1573 priced at around 999 yuan per bottle in some retail channels [3][4]. Market Dynamics - Despite the price increases, many distributors remain cautious about stocking up due to high existing inventory and the risk of price fluctuations [4][7]. - The overall market sentiment is cautious, with many distributors focusing on maintaining cash flow rather than aggressive inventory purchases [4][6]. Consumer Behavior - The demand for liquor is being affected by a decrease in business gift-giving and a more rational consumer approach, leading to expectations of a slight decline in overall sales during the holiday season [2][5][7]. - The traditional demand for gifting during festivals still exists, but the overall market activity is lower than in previous years [4][7]. Promotional Activities - Various regions have introduced consumption promotion policies, such as issuing consumption vouchers and subsidies for banquet consumption, which may stimulate demand for liquor during the holidays [5][6]. - Liquor companies are focusing on terminal sales promotions, including discounts and promotional events to boost sales [5][6]. Sales Performance - Some companies, like Guizhou Moutai, have reported significant increases in terminal sales, with a growth rate of about 100% month-on-month and over 20% year-on-year [6]. - However, the overall performance of listed liquor companies remains weak, with many experiencing declines in revenue, indicating a challenging market environment [7][8].

Investment Rating - The report maintains a "Buy" recommendation for the liquor industry, particularly focusing on the international expansion of Chinese Baijiu [1]. Core Insights - The report emphasizes that while Chinese Baijiu has been exported for over 40 years, it has not truly "gone global," with only 6.9 billion yuan in exports in 2024. The report highlights the challenges and opportunities in international markets, particularly in the context of rising global influence and the presence of a significant overseas Chinese population [4][7][8]. - The report identifies the need for Baijiu companies to address consumer decision-making processes and to enhance their marketing strategies to penetrate international markets effectively [7][8]. Summary by Sections 1. Baijiu Going Global: A Potential New Trend? - The report discusses the historical context of Baijiu exports, noting that initial attempts were limited due to cultural and taste differences. Recent years have seen increased internationalization efforts from leading companies like Moutai and Wuliangye [8][9]. - The report outlines the current state of Baijiu exports, indicating a stable export volume of around 15,000 tons, with a focus on premium products driving growth [12][18]. 2. Challenges and Opportunities - The report identifies various challenges faced by Baijiu in international markets, including differing alcohol standards, cultural barriers, and limited consumer awareness. However, it also points out new opportunities arising from China's growing global influence and the potential market among overseas Chinese [7][8][9]. 3. Pathways to Success - The report suggests that Baijiu companies should focus on understanding consumer preferences and building brand narratives to enhance market penetration. It emphasizes the importance of targeted marketing strategies in regions like East Asia, Southeast Asia, and emerging markets [7][8][9]. 4. Investment Recommendations - The report recommends focusing on leading companies like Moutai and Wuliangye, which have shown strong international strategies and brand recognition. It also highlights the potential of other companies like Fenjiu and Laojiao, which are diversifying their product offerings and improving channel management [7][8][9].

Core Viewpoint - Shanxi Fenjiu is demonstrating strong resilience and growth in a challenging market, driven by its national strategy and product structure optimization, contrasting with the overall decline in the Chinese liquor industry [1][3]. Group 1: Industry Overview - The Chinese liquor industry is entering a deep adjustment period characterized by policy changes, consumption structure transformation, and intense competition, with many companies facing performance pressure [1]. - In the first half of 2025, only 5 out of 17 liquor companies reported revenue growth, while 12 experienced declines, with some seeing revenue drop by as much as 43% [3]. - The number of large-scale liquor enterprises has decreased by over a hundred year-on-year, and industry production has declined by 5.8% [3]. Group 2: Shanxi Fenjiu's Performance - Shanxi Fenjiu reported a revenue of 239.64 billion yuan and a net profit of 85.05 billion yuan in the first half of 2025, both showing steady growth [1]. - The company's revenue from markets outside Shanxi reached 151.43 billion yuan, a year-on-year increase of 6.15%, accounting for 63.2% of total revenue [3]. - The sales revenue of Fenjiu series products was 233.91 billion yuan, up 5.75% year-on-year, making up 98% of total revenue [5]. Group 3: Market Trends - The white liquor market is witnessing a shift in flavor preferences, with clear aroma liquor leading at 45.60%, followed closely by sauce aroma and strong aroma liquors [4]. - The rise of clear aroma liquor is attributed to its health-oriented characteristics and appeal to younger consumers, becoming the preferred choice for many [4]. Group 4: Strategic Initiatives - Shanxi Fenjiu is implementing a national strategy 2.0, focusing on key regions like the Yangtze River Delta and Pearl River Delta, which are crucial for its growth [5]. - The company is also enhancing its product structure, with a focus on mid-to-high-end products like the Qinghua Fenjiu, which have gained market recognition [5][6]. Group 5: Future Outlook - The liquor industry is expected to evolve towards diversification, personalization, and health consciousness, with a growing emphasis on quality and brand influence [11]. - The international market presents another growth opportunity, with clear aroma liquor exports increasing by 30% and the Asia-Pacific market accounting for over 60% of exports [11]. - Shanxi Fenjiu's contract liabilities reached 59.83 billion yuan, a year-on-year increase of 4.38%, indicating a healthy channel inventory status [11].

Core Viewpoint - The company demonstrated resilience in its operations despite industry pressures, with steady revenue growth and a clear product pricing strategy to cater to different consumer segments [1][3][5]. Group 1: Financial Performance - In H1 2025, the company achieved revenue of 23.964 billion yuan, a year-on-year increase of 5.35%, and a net profit attributable to shareholders of 8.505 billion yuan, up 1.13% year-on-year [1]. - In Q2 2025, the company reported revenue of 7.441 billion yuan, a slight increase of 0.45% year-on-year, but net profit decreased by 13.50% to 1.857 billion yuan [1]. - The company’s gross margin and net margin for H1 2025 were 76.65% and 35.57%, respectively, showing a slight decline compared to the previous year [4]. Group 2: Revenue Breakdown - The revenue from the main product, Fenjiu, reached 23.391 billion yuan in H1 2025, growing by 5.75% year-on-year, while other liquor categories saw a decline of 10.55% to 484 million yuan [1]. - In H1 2025, the company’s revenue from domestic and foreign markets was 8.732 billion yuan and 15.143 billion yuan, respectively, with year-on-year growth of 4.04% and 6.15% [3]. Group 3: Sales and Marketing Strategy - The company adopted a factory-led, collaborative marketing model, combining various sales channels including direct sales, group purchases, and e-commerce, resulting in a total revenue of 22.519 billion yuan from agents and 1.356 billion yuan from direct sales and e-commerce in H1 2025 [2]. - The company established a multi-dimensional incentive system for terminal management and implemented refined operations for e-commerce channels to support its national strategy [2]. Group 4: Investment and R&D - The company increased its R&D investment significantly in Q2 2025, with R&D expenses rising due to enhanced research spending [4]. - The company’s contract liabilities decreased to 5.983 billion yuan from 8.672 billion yuan at the beginning of the year, primarily due to revenue recognition from advance payments [4]. Group 5: Future Outlook - The company is expected to achieve revenues of 39.559 billion yuan, 44.466 billion yuan, and 50.905 billion yuan from 2025 to 2027, with net profits projected at 13.406 billion yuan, 15.067 billion yuan, and 17.479 billion yuan, respectively [5].