2020年12月底，茅台、五粮液、泸州老窖、汾酒等名酒企业纷纷召开年度大会，在总结成绩的同时，为2021年规划蓝图。

MINGJIUQIYE2021NIANDUDEGUIHUAFENWAIYINRENZHUMU，YIFANGMIANSHIYOUYU2020NIANJINGLILEYIQINGCHONGJI，DUIMINGJIUQIYEDEHOUXUFAZHANGOUCHENGYINGXIANG;LINGYIFANGMIAN，ZEYOUYUJINNIANSHI“SHISIWU”KAIJUZHINIAN，SHIKAIQIXIAYIGEWUNIANDEGUANJIANJIEDIAN。NEIME，DUIZHEIXIEMINGJIUQIYEERYAN，2021NIANJIANGHUIYOUNAXIEJIHUAXUYAOSHIXIAN?YOUYOUNAXIEFANGMIANDEZHONGDABIANHUA?

01、茅台、五粮液奔向500强?

ZUOWEIMINGJIUDE“LINGTOUYANG”，MAOTAI、WULIANGYELIANGGE“JUWUBA”JIBIEDEQIYE，FENFENNIDINGLE2021NIANDEFAZHANMUBIAO，QIEDOUMIAOZHUNLESHIJIE500QIANGZHEIYIZHONGYAOMUBIAO。

2020NIAN12YUE18RI，2020ZHONGGUOGUOJIMINGJIUBOLANHUI·WULIANGYEDIERSHISIJIE1218GONGSHANGGONGJIANGONGXIANGDAHUIZAIYIBINJUXING。

ZAIZHEICHANGWULIANGYEZUIWEIZHONGYAODENIANDUHUIYISHANG，SICHUANSHENGYIBINSHISHIZHANGDUZIPINGZHICHU：WULIANGYEWEIQUANSHIJINGJISHEHUIFAZHANZUOCHULEZHONGDAGONGXIAN。ZHANZAILISHIDEXINQIDIAN，XIWANGWULIANGYEYONGYUANBAOCHIYUSHIJUJIN、YONGZHENGDIYIDEHAOQI;JIAKUAIRONGRUYIGUONEIDAXUNHUANWEIZHUTI、GUONEIGUOJISHUANGXUNHUANXIANGHUCUJINDEXINFAZHANGEJU，JIANDINGBUYI、QUANLIYIFUXIANGSHIJIE500QIANGJINJUN。

WULIANGYELVXIANTICHUXIANG500QIANGJINJUN，ER3TIANHOU，MAOTAIFANGMIANYESHEDINGLETONGYANGDEMUBIAO。

2020NIAN12YUE21RI，GUIZHOUMAOTAIJIU2020NIANDUQUANGUOJINGXIAOSHANGLIANYIHUIJUXING。BENCIDAHUIYI“DANXINRUGUXINXINMIJIANXINZHENGCHENGXIESHOUZAIFENJIN;QIANGJIGUBENWEISHILIXINGAOZHILIANGPUXIEXINPIANZHANG”WEIZHUTI。

面对台下来自全国各地的经销商代表、媒体代表，茅台集团党委书记、董事长高卫东表示：“2020年，茅台品牌价值持续增长、名次不断攀升，企业管理更加精细、治理更加有效，推动茅台集团超额完成年度目标和‘十三五’圆满收官……2021年，我们将全力构建规范、高效、优质的营销新体系，开启高质量发展新征程。”

ZAITIJIJUTIMUBIAOSHI，GAOWEIDONGMINGQUEBIAOSHI：“LIZHENGJIANGMAOTAIDAZAOCHENGGUIZHOUSHENGSHOUJIASHIJIE500QIANGQIYE。”

MIANDUISHIJIE500QIANGDEMUBIAO，MAOTAI、WULIANGYEHAIYOUDUOYUAN?

2020NIAN8YUE10RIFABUDE《CAIFU》SHIJIE500QIANGPAIXINGBANGXIANSHI，JINRUPAIXINGBANGDEMENJIAN(ZUIDIXIAOSHOUSHOURU)WEI254YIMEIYUAN。ANZHAOMUQIANRENMINBIYUMEIYUANYUE6.5DEHUILVLAIJISUAN，YUEWEI1650YIYUANRENMINBIYISHANG。

2019NIANDUCAIBAOXIANSHI，GUIZHOUMAOTAIDANGNIANYINGYESHOURU854YIYUAN，WULIANGYEYINGYESHOURU501.18YIYUAN。BUGUO，MAOTAIJITUANDANGNIANYINGSHOUDADAOLE1003YIYUAN，WULIANGYEJITUANYINGSHOUGUIMOYEKUAYUE1000YIYUAN。

RUOYIGUFENGONGSITILIANGLAIJISUAN，ZEMAOTAI、WULIANGYEDEYINGSHOUGUIMOYU500QIANGZUIDIMENJIANXIANGJUSHENYUAN，2021NIANDUKONGPANANYIDADAO，DANSHIRUOYIJITUANTILIANGLAIJISUANDEHUA，NEIMELIANGZHEDOUJUBEIZAI2021NIANWENDING500QIANGDEQIANLI。DANGRAN，ZHEIXUYAOQIYEZAI2019NIAN、2020NIANDEJICHUSHANGBAOCHIJIGAODEZENGZHANGLV。

02、系列酒将获得大突破?

DUIYUMAOTAI、WULIANGYEZHEILIANGJIAYIXIANJIUQILAISHUO，YAOBAOCHIGAOZENGZHANGLV，CHULEJIXUTUIJINZHULICHANPIN，ZHURUFEITIANMAOTAI、PUWUDEXIAOSHOUZHIWAI，LIANGZHEQIXIADEJIANGXIANG、NONGXIANGXILIEJIUGONGSI，YEBIXUCHENGDANGENGDADEFAZHANZHONGREN。

ZICONG2016NIANMAOTAIKAISHIQIDONG“SHUANGLUNQUDONG”FAZHANZHANLVE，SHISHI“ZUOQIANGMAOTAIJIU，ZUODAXILIEJIU”XILIEDECELVEYILAI，MAOTAIQIXIAJIANGXIANGXILIEJIUYILUZOUGAO，GUOQUJINIAN，MAOTAIJIANGXIANGXILIEJIUYIJINGCONG2015NIANYINGSHOU13YIYUAN，SHIXIANLEJIJIKUAYUE，2019NIANMAOTAIJIANGXIANGXILIEJIUYINGSHOUTUPO100YIYUAN。

2020NIANZAIYIQINGDECHONGJIXIA，JIANGXIANGXILIEJIUCHENGJIJIHE?

2020NIAN12YUE16RIJUXINGDE2020NIANDUGUIZHOUMAOTAIJIANGXIANGXILIEJIUQUANGUOJINGXIAOSHANGLIANYIHUISHANGTOULU，MAOTAIJIANGXIANGJIUGONGSIYUJIKEWANCHENGMAOTAIXILIEJIUXIAOLIANG2.95WANDUN，SHIXIANHANSHUIXIAOSHOUE106YIYUAN，TONGBIZENGZHANG4%。

一方面是总量的巨幅增长，另一方面则是战略单品的成型。在“百亿”大盘中，茅台王子销售额超40亿元，成为深度影响行业的超级单品，而随着汉酱、赖茅、贵州大曲站稳10亿元规模，以茅台王子酒为核心的“1+N”产品集群正在形成，并且朝着结构更优、效益更好的市场局面发展。随着技改项目在2021年完成，茅台届时将形成5.6万吨的酱香系列酒产能，这意味着在今后几年，酱香系列酒仍将有更大的增长空间，对茅台的辅翼作用越发明显。

ZHENDUIMAOTAIJIANGXIANGXILIEJIU2021NIANDEPINPAIFAZHANGUIHUA，GAOWEIDONGJICHULE“ZUOQUANGUOYILIUCHANPIN、SHUQUANGUOYILIUPINPAI、CHUANGQUANGUOYILIUFUWU”DEDINGDIAO。

WULIANGYEFANGMIAN，CIQIANFENWEISANJIADEXILIEJIUGONGSIDEDAOZHENGHE，ZHEIYIWEIZHECONGCHANPINTIXIDAOYINGXIAOGUANLI，NONGXIANGXILIEJIUDOUYOULEGENGWEIMINGXIDEZHANLVEZHIXIANG，ZAI2020NIANDE1218DAHUISHANG，WULIANGYEJITUANGONGSIZONGJINGLICENGCONGQINBIAOSHI，2020NIAN，WULIANGYEXILIEJIUDESANDADANPIN——JIANZHUANG、WULIANGCHUN、WULIANGTEQUTUICHULEXINCHANPIN。TONGSHI，JIXUSHISHISHOUSHENZHANLVE，2020NIANYIQINGLIQINGTUI12ZHONGPINPAIDE577KUANCHANPIN。

CENGCONGQINBIAOSHI，MUQIANXILIEJIUDETISHENGZHICHUZHUYAOZAIYU：CHANPINSHICHANGJINGZHENGLIHAIXUTISHENG，XUPEIYU30YI、50YIYISHANGDECHAODADANPIN，YIJIDAZAOHEXINGENJUDISHICHANGHEZHONGDIANSHICHANG。

YEJIERENWEI，MAOTAIJIANGXIANGXILIEJIUYIJINGDADAOBAIYITILIANG，ZUOWEIMAOTAIQIXIAZIGONGSIDANDUERLUN，QIYIJINGCHAOYUELEJUEDADUOSHUJIUQI，ERWULIANGYENONGXIANGXILIEJIUGONGSITONGYANGGONGSHIXUNMENG，XIANGXINZAI2021NIAN，ZHEILIANGJIAQIYEHAIJIANGYOUJINYIBUFAZHAN，TONGSHIYEWEIMUGONGSI、MUPINPAITIGONGGENGDUOZHULI。

03、重点市场实现大突破?

DUIYUYIJINGSHIXIANLEQUANGUOHUAHUOCHUBUSHIXIANLEQUANGUOHUADEMINGJIULAISHUO，SHICHANGRENGFENZHONGDIAN，ZIYUANZONGYOUQINGXIE，ZAIZHEIZHONGQINGKUANGXIA，2021NIANZHENDUIZHONGDIANQUYU、ZHONGDIANSHICHANGDEBUJUYUJINGZHENGYIJINGZHANKAI。

CENGCONGQINZAI2020NIAN12YUE18RIDEDAHUISHANGZHICHU，GOUJIANJINGDIANWULIANGYEYINGXIAOTIXISHI“SHISIWU”QIJIANGONGSIDEZHONGYAOZHANLVEJUCUO，GONGSIJIANGANZHAOFENLEIFENJIZHUBUGAIGEDESILU，JUJIAOGAODISHICHANG、DAQIYE、WENHUAQUAN、JINRONGQUANDENGGAODUANXIAOFEIQUANCENG，TONGSHIDUISHENGHUI、ZHIXIASHIDENGZHONGDIANCHENGSHIJINXINGBUCHONGBUJU，JINGZHUNGOUJIANQUDAOWANGLUO，WANSHANJINGDIANWULIANGYECHANPINXIAN。

ZHEIYIWEIZHEJINGDIANWULIANGYEJIANGZHENDUIZHONGDIANQUYUJINXINGTUPO，ERDUIZHENGGEWULIANGYELAISHUO，ZAI2021NIANDURENGYOUZHONGDIANTUPODEFANGXIANG。

CENGCONGQINZAIQIHOUTANJIDE“WULIANGYE2021NIANLIUXIANGYINGXIAOZHONGDIANGONGZUO”ZHONGQIANGDIAO，JIANG“DALIDAZAOGAODISHICHANGHEZHONGDIANSHICHANG，QIANGHUASHICHANGYINLINGHEFENETISHENG，RUBEIJING、SHANGHAI、SHENZHEN、CHENGDOUDENGDIYAOZHONGDIANTUPO”。

YEJIEJIEDU，WULIANGYELIZUSICHUAN，DEDILIZHIBIAN，CHENGDOUZIRANWEIZHONGDIANSHICHANG，WULIANGYEFANGMIANXIWANGZAICHENGDOUSHICHANGYIYOUDEXIONGHOUJICHUZHISHANG，2021NIANGENGJINYIBU。BEIJING、SHANGHAI、SHENZHENZETONGWEIYIXIANCHENGSHI，YONGYOUZHEJIQIANGDEXIAOFEINENGLI，YESHIZHUDUOSHECHIPINPINPAIDEGAODI，QIANGHUAZAIZHEIXIECHENGSHIDEYINGXIANGLI，DUIWULIANGYEQUANJUXIAOSHOUGONGZUODAYOUBIYI。

瞄准一线城市以及其他重点市场的还有泸州老窖。记者从2020年12月15日召开的2020年泸州老窖国窖酒类销售股份有限公司第二次股东大会上获悉，国窖1573还计划推进“城市群样板市场打造”，根据“2358”区域发展战略，选定包括上海、深圳、郑州、成都等在内的九大样板市场。

2020NIAN12YUE26RI，FENJIUQUANQIUJINGXIAOSHANGDAHUISHANG，FENJIUDANGWEISHUJI、DONGSHIZHANGLIQIUXIDUIFENJIUYINIANDECHENGJIZUOLEDINGDIAO，RENWEIFENJIU“NISHIERSHANG，CHUANGZAOLELISHISHANGZUIHAODEYEJI”。

ZAIZHEICIDAHUISHANG，FENJIUFABULEWEILAIWUDAYINGXIAOGAIGERENWU，QIZHONGDIWUXIANGSHI：TUIJINQUANGUOHUABUJU，ZHANGJIANGYINANSHICHANGKUAISUFAZHAN，“1+3”ZHONGDIANBANKUAISHICHANGCHIXUFALI，“1357”DEQUANGUOHUABUJUYAOZHUBUTUIJIN。ZHEIBIAOMING，FENJIUZHENDUIJINNIANDEFAZHAN，TONGYANGZAIXUNQIUZHONGDIANTUPO。

SUOWEI“1+3”ZHONGDIANBANKUAISHICHANG，ZHIFENJIUDEYIGEDABENYINGSHICHANG(SHANXI)，SANDAZHONGDIANBANKUAI(JINGJINJI、YULU、SHANMENG)。FENJIUANZHAOKAITUOXIANHOUSHIJIAN、SHICHANGXIANYOUJICHU、QUWEIYOUSHIDENGBUTONGTIAOJIAN，TONGGUOSHICHANGFENJISHAIXUAN，ANZHAOSHICHANGTEDIANFENCEDAZAO、JINGGENGXIZUO，SHISHISHENGWAISHICHANGJUJIAOTUPO。

业界认为，就如同楼市的投资热潮已经集中于南方长三角、珠三角一样，在分化加剧的特殊时刻，酒企同样会将资源调度到最具示范效应或消费比最高的地区，以求在2021年获得新的突破。