高端、次高端"微复苏" 2026年伊始，酒类市场逐渐复苏。1月6日，北京商报记者走访北京部分终端市场发现，开年以来，高端 白酒依然是商超以及烟酒店主推产品。其中，在沃尔玛、盒马鲜生等商超渠道，五粮液、茅台1935等高 端产品礼盒均以堆头形式作为推荐首选。与高端酒价格修复形成呼应的是，300—500元价格带的次高端 产品成为元旦假期的销售主力。高端产品与次高端价格带产品成为假期"宠儿"，其背后是送礼需求与宴 席市场的双重驱动。即将进入春节销售旺季，2026年白酒消费加速复苏的突破口在哪？ 2026年元旦假期，中国酒类消费市场出现复苏迹象。北京商报记者走访终端市场发现，元旦期间，高端 白酒成为商超与烟酒店主推产品。在位于北京西单及和平里附近的盒马鲜生店内，记者发现包括五粮 液、青花汾酒、水井坊、红花郎等品牌的礼盒。不仅商超渠道，在位于方庄附近的烟酒店内，高端白酒 产品也被摆放在较为显眼的位置。但与商超渠道不同的是，烟酒店中主推的高端产品主要以单瓶装为 主。该店店员表示，元旦假期的送礼场景较多，因此主推茅台、五粮液等高端产品。 当终端市场热捧高端产品时，2026年白酒消费旺季也迎来新变化。上述方庄附近烟酒店的店员表 ...

新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 开业仪式上，汾酒国际相关负责人、庞学禹董事长共同为"汾酒阿联酋体验店"揭幕，红色绸布缓缓落下，标志着体验店正式面向公众开放。 在热烈的掌声中，汾酒国际相关负责人、庞学禹董事长还与阿联酋中华工商总会第一执行会长宋弘、阿联酋湖南商会终身荣誉会长陈陵辉、光迅国际联合 创始人郑丽君、拉斯海马酒窖Premium Cellars店面经理Sreejith Keekaroth等特邀嘉宾共同执起金剪，为"汾酒阿联酋体验店"启动剪彩。现场气氛庄重而喜 庆，嘉宾移步店内参观，听取工作人员对汾酒酿造工艺与文化故事的细致讲解。 山西杏花村汾酒国际贸易有限责任公司（后称汾酒国际）相关负责人在致辞中表示，汾酒阿联酋体验店的落地不仅是汾酒深耕中东市场、拓展国际布局的 重要一步，更搭建起一座连接中阿文化与经贸合作的桥梁。公司将以纯正的汾酒品质为核心，以专业服务为依托，让迪拜及周边地区的朋友近距离感受中 华白酒的醇香魅力，读懂背后深厚的东方文化内涵。未来，汾酒将携手拉斯海马酒庄深化合作，精准贴合本地消费需求，做好产品供应与文化传播，让汾 酒成为中阿友人共叙情谊、共享美好的优选佳酿，也为两 ...

Group 1 - The 2026 New Year Concert titled "Sailing Towards the Blue" was held at Zhuhai Xiangzhou Port and broadcasted on multiple CCTV channels, showcasing the development of the Guangdong-Hong Kong-Macao Greater Bay Area through music [1] - The concert featured a narrative line of "Music Tour Bus" intertwined with classic and original pieces, divided into four movements, highlighting the dynamic and progressive spirit of the Bay Area [1] - The concert was exclusively sponsored by Fenjiu, which has maintained steady growth even during industry adjustments, aligning with its reform blueprint known as the "Revitalization Program" [1] Group 2 - Fenjiu disclosed six achievements during the 2025 Global Distributor Conference, including the systematic construction of the Fenxiang Benefits system and enhanced operational resilience [1] - The product structure has become more scientific, with a stable foundation for the "Four-Wheel Drive" strategy and clearer positioning of the "Three Major Brand Strategies" [1] - The "Fenjiu+" creative marketing model has gained traction, and cultural products are increasingly resonating with users' emotions [1] Group 3 - The collaboration with CCTV is a key part of Fenjiu's brand strategy, integrating core channel resources to promote its 6000-year brewing culture and quality commitment [2] - By launching the concert at the beginning of the New Year in the Greater Bay Area, Fenjiu aims to use music as a bridge to convey blessings to the national audience and share the story of Chinese brands with the world [2]

Core Viewpoint - The article highlights the collaboration between Qinghua Fenjiu and the "Sailing Towards the Blue Bay Area - 2026 New Year Concert," emphasizing the cultural significance and the celebration of the Guangdong-Hong Kong-Macao Greater Bay Area's development [1][3][12]. Group 1: Event Overview - The New Year concert, themed "Sailing Towards the Blue," took place at the Zhuhai Xiangzhou Port, showcasing the integration of music and the scenic beauty of the Bay Area [3][14]. - The concert featured various performances, including the Guangdong folk song "Moonlight" and the theme song "Dream Bay," creating an emotional narrative that connects the audience to the Bay Area's culture [3][14]. - The event was structured into four movements, reflecting the development of Zhuhai as a special economic zone over the past 45 years, and aimed to present a vibrant and harmonious vision of the Bay Area [3][14]. Group 2: Company Background and Achievements - Qinghua Fenjiu, known as the "source of national liquor," has a rich history of over 6000 years and has been a significant player in the liquor industry, particularly in the Guangdong-Hong Kong-Macao region [4][15]. - The company has undergone comprehensive reforms, guided by its "123 Program," aiming to solidify its position in the top tier of the Chinese liquor industry from 2025 to 2030 [6][18]. - Despite challenges in the liquor market, Qinghua Fenjiu reported a revenue of 32.924 billion yuan, a 5% increase year-on-year, and a net profit of 11.405 billion yuan, reflecting a 0.48% growth [6][18]. Group 3: Marketing and Brand Strategy - Qinghua Fenjiu has integrated its brand with major media outlets, including CCTV, to enhance its visibility and cultural resonance, particularly during significant national celebrations [11][23]. - The brand's marketing strategy includes a focus on emotional connections with consumers through cultural products and innovative marketing approaches, which have proven effective in engaging younger audiences [6][18][20]. - The company aims to maintain a strong presence in various festive events throughout the year, ensuring that its brand message aligns with national sentiments and cultural heritage [11][23].

新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 岁聿云暮，冬雪覆盖山脉，跨年氛围渐浓。2025年12月31日晚，《启航2026——中央广播电视总台跨年 晚会》在革命老区山西吕梁举办，通过CCTV多频道及全网平台同步播出。由青花汾酒独家冠名的 《"汾"享好时光》央视跨年晚会特别节目在央视文艺、央视频播出，让千年酒都的清香与吕梁的红色底 蕴交织，沐光而行，共启新程。 "汾酒故乡 英雄吕梁"启航2026 不难看到，汾酒品牌营销早已超越单纯的产品曝光，转向了更深层次的"文化主场"建设。通过国家级平 台的宏大叙事，汾酒成功地将自身品牌史、酿造技艺与地方红色文化、家国情怀有机融合，让公众看到 了汾酒的情怀与担当。 随着《启航2026——中央广播电视总台跨年晚会》掀起新篇序幕，尼格买提、朱迅、任鲁豫等总台资深 主持人联袂登场，汇聚年度热门歌手、非遗传承人等各领域代表，共同打造一场兼具时代高度与人文温 度的视听盛宴。 "一切向前走，都不能忘记走过的路；走得再远、走到再光辉的未来，也不能忘记走过的过去。"中央广 播电视总台跨年晚会选址山西吕梁，有着更为深刻的寓意。汾酒故乡，英雄吕梁，这片炽热的土地既是 镌刻着红色记忆 ...

在酱香热退、浓香内卷的当下，清香型白酒凭借独特工艺和"晋善晋美"文化内核，实现逆势崛起。本文 系统梳理清香型白酒复兴的逻辑与未来路径，探寻其高质量发展的新机遇。 行业现状：白酒行业进入深度调整期，清香型迎来战略机遇 2023年以来，中国白酒行业进入新一轮调整期。行业总产量连续六年下滑，2023年规模以上白酒企业产 量671万千升，同比下降5.1%；而销售收入却达7563亿元，同比增长9.7%，呈现"量减价增"的鲜明特 征。这一数据背后，是高端化与性价比两端市场的同步扩张，中间价位带持续承压的复杂局面。 在酱酒板块，前期资本过热导致的库存高企、价格倒挂问题凸显，2023年酱酒主力产品批价平均回落 15%-20%，渠道库存周期普遍达12-18个月，远超健康水平。浓香型白酒则陷入更为激烈的内卷竞争， 前五大品牌占据浓香市场67%的份额，区域品牌生存空间被持续挤压。 预计到2025年，新场景消费占比将超15%，综合收入突破30亿元，为产业注入新活力。 "口感适配+文化输出"成为国际化关键。"一带一路"沿线建设海外仓，以中国美食+晋地美洒组合输出中 国诚信纯粹文化，并参与国际标准制定，加快国际接轨步伐。 在此行业背景下 ...

Core Insights - The seminar focused on the theme "Steady Progress, Quality Leading the Future," aiming to achieve high-quality development in the Chinese liquor industry [1] Group 1: Brand Strategy - The ultimate battlefield for brand competition is user perception, with the goal of making users think of Fenjiu first when considering liquor [3] - The brand logic has shifted from "product-first" to "user-first," emphasizing user co-creation and the need to understand user demands [3] - Key initiatives include targeting younger demographics and expanding internationally, with strategies such as limited edition products featuring popular culture elements [3][4] Group 2: Consumption Scenarios - Deep integration of Fenjiu into users' life moments is essential, focusing on both "consumption scenarios" and "usage scenarios" [4] - Examples include promotional activities during overseas holidays and collaborations with gaming culture to create unique drinking experiences [4] - Engaging overseas users through campaigns like "Best Consumption Scenario" can enhance brand recognition and cultural relevance [4] Group 3: Content and Communication - Content serves as a bridge to connect with users, with a focus on diverse content operations and key engagement points [5] - Utilizing popular trends such as user-generated content and short videos can drive sharing and brand visibility [5] - Product innovation is highlighted as a core driver of growth, with strategies centered around user needs and cultural roots [5]

Core Viewpoint - The white liquor industry in China is undergoing a deep adjustment period due to policy changes, consumption structure transformation, and intense competition, with a focus on quality and brand vitality for sustainable growth [1][6][28] Group 1: Industry Context - The year 2025 marks a transitional phase for the Chinese economy, emphasizing the need to expand domestic demand and boost consumption as key supports for high-quality development [1] - The white liquor industry is a significant part of the domestic consumption market and is currently facing challenges from policy adjustments and market competition [1][6] - The "十四五" (14th Five-Year Plan) and "十五五" (15th Five-Year Plan) are pivotal for the strategic planning of the industry [1] Group 2: Shanxi Fenjiu's Development Strategy - Shanxi Fenjiu is entering the second phase of its revival from 2025 to 2030, focusing on consolidating achievements and adjusting resources while transitioning from speed-oriented growth to quality-driven development [6][28] - The company aims to maintain a balance between stability and progress, recognizing the challenges ahead while fostering confidence in its growth trajectory [6][28] Group 3: High-Quality Development Initiatives - A strategic seminar was held to explore how the white liquor industry can navigate complex challenges and achieve high-quality development, gathering insights from various sectors [3][4] - The seminar emphasized the importance of integrating cultural tourism with brand building to enhance consumer engagement and experience [7][8] Group 4: Consumer Trends and Market Dynamics - The white liquor market is witnessing a shift towards quality and cultural significance, with consumers increasingly valuing product quality and brand heritage [15][20] - The industry is expected to balance supply and demand, price and value, and stability and growth in response to evolving consumer preferences [16][17] Group 5: Marketing and Brand Strategy - Engaging younger consumers is crucial for the future of Shanxi Fenjiu, necessitating innovative cultural expressions and marketing strategies [20][27] - The use of digital technology and short video platforms is highlighted as essential for modern brand communication and consumer engagement [23][25] Group 6: Collaborative Efforts and Future Outlook - The need for multi-party collaboration is emphasized to enhance strategic execution and resource sharing for sustained growth [30][31] - The company aims to leverage opportunities from the "Belt and Road" initiative to expand its international presence and cultural exchange [30][31]

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]