古井贡酒如何用“提质不提价”画出一条第二曲线？

管理学大师查尔斯·汉迪在《第二曲线》中提出一个经典命题：任何一条增长曲线都会滑过抛物线的顶点，持续增长的秘密在于在第一曲线到达巅峰之前就要开启第二曲线。这一理论在商业世界中被反复验证：在主营业务仍处上升期时，主动以产品迭代和品牌升维完成自我刷新，从而跨越周期、持续增长。

Management guru Charles Handy proposed a classic proposition in The Second Curve: every growth curve will eventually pass through the peak of the parabola, and the secret to sustained growth lies in launching the second curve before the first curve reaches its zenith. This theory has been repeatedly validated in the business world: while the core business is still on the rise, proactively refreshing oneself through product iteration and brand elevation enables companies to transcend cycles and sustain growth.

8月12日，合肥，古井贡酒・年份原浆品质升级发布大会，正是这样一次”第二曲线”的主动开启。大会官宣了两件事：年份原浆全系产品完成品质升级并推向市场，”提质不提价”；知名演员古天乐出任古井贡酒品牌大使。

On August 12, in Hefei, the Gujing Gongjiu · Vintage Pulp Quality Upgrade Launch Conference represented precisely such a proactive initiation of the “second curve.” The conference announced two major developments: the full Vintage Pulp series had completed a quality upgrade and was being brought to market with “quality improved but price unchanged,” and renowned actor Louis Koo had been appointed as the brand ambassador for Gujing Gongjiu.

在酒业时报看来，这两件事共同指向的，是古井贡酒在当前行业变局中一个清醒而坚定的战略判断——把品质定义权还给消费者，把品牌话语权交给市场。

In the view of JiuYe Times, these two moves together point to a clear and resolute strategic judgement by Gujing Gongjiu amid the current industry transformation – returning the right to define quality to consumers, and entrusting the right to shape brand narrative to the market.

从终端到酒桌：一场”反向定制”的品质革命

From the Retail Shelf to the Dining Table: A “Reverse-Customisation” Quality Revolution

中国酒业协会联合毕马威发布的《2026中国白酒市场中期研究报告》显示，86.4%的酒企反馈消费者趋于理性、优先质价比，行业正经历深度调整，超86%调研企业利润率下降。20家A股白酒上市公司一季度合计营收同比下滑0.7%，流通端74.8%的受访企业反馈营业额萎缩。

The 2026 China Baijiu Market Mid-Year Report, jointly released by the China Alcoholic Drinks Association and KPMG, shows that 86.4% of surveyed distilleries report that consumers are becoming more rational and prioritising value for money. The industry is undergoing a deep adjustment, with over 86% of surveyed enterprises seeing profit margins decline. The combined first-quarter revenue of 20 A-share listed baijiu companies fell 0.7% year-on-year, and 74.8% of surveyed enterprises in the distribution channel reported revenue contraction.

白酒行业过去”渠道为王”的增长逻辑正在瓦解，消费者不再为品牌溢价盲目买单，驱动消费的从”社交面子”转向”悦己体验”，消费动机从”社交驱动”转向”悦己为主”。当”少喝酒、喝好酒”成为主流共识，酒企竞争的核心变量发生了根本位移。

The baijiu industry’s old “channel-is-king” growth logic is crumbling. Consumers are no longer blindly paying for brand premiums; the driver of consumption has shifted from “social face” to “self-pleasing experiences,” and consumption motivation has transitioned from “socially driven” to “predominantly self-pleasing.” As “drink less but drink better” becomes the mainstream consensus, the core variables of competition among distilleries have undergone a fundamental shift.

正是在这个背景下，古井贡酒选择了一条看似”逆势”、实则顺势的路径：全系产品品质升级，但一分钱不涨。

It is against this backdrop that Gujing Gongjiu has chosen a path that appears “counter-trend” but is in fact aligned with the current – a full-series quality upgrade with no price increase whatsoever.

这场品质升级，让人想起2008年的一幕。那年，年份原浆在合肥首发，著名白酒专家高景炎作为品评见证人，与专家组共同给出了”色清透明，窖香幽雅，醇香怡人，谐调丰满，余味悠长”的鉴评结论。彼时古井贡酒深陷低谷，年份原浆的推出开启了复兴之路。

This quality upgrade brings to mind a scene from 2008. That year, Vintage Pulp made its debut in Hefei. Renowned baijiu expert Gao Jingyan, serving as tasting witness, joined the expert panel in delivering the appraisal: “Clear and transparent in colour, elegant in cellar aroma, pleasant in fragrance, harmonious and full-bodied, with a long and lingering finish.” At that time, Gujing Gongjiu was mired in a deep trough, and the launch of Vintage Pulp set it on the path to revival.

十八年后同一座城市，高景炎再次坐到品评桌前，专家组给出的结论依然简洁——”无色透明，窖香、粮香、陈香融合幽雅，醇厚甘润，丰满谐调，爽净悠长，空杯留香，本品风格典型”。十八年，同一个产品系列，同一位见证人。古井贡酒用一轮完整的产业周期验证了一个道理——真正穿越周期的，从来不是营销话术，而是杯中那口酒的品质定力。

Eighteen years later, in the same city, Gao Jingyan once again sat at the tasting table. The expert panel’s conclusion remained concise: “Colourless and transparent, with an elegant fusion of cellar aroma, grain aroma, and aged aroma; mellow, sweet and smooth, full and harmonious, crisp and long-lasting, with lingering fragrance in the empty glass – this product is stylistically typical.” Eighteen years, the same product series, the same witness. Gujing Gongjiu has demonstrated through a full industry cycle a fundamental truth – what truly transcends cycles is never marketing rhetoric, but the unwavering commitment to quality in every sip.

但品质不是一成不变的。据酒业时报了解，此次全系升级的起点不在酒体设计室，而在终端货架。研发团队依托两年市场口感反馈，走访了300余家终端门店，系统梳理消费者对酒体风格的真实偏好。国家级白酒评委带队完成了1000余批次在库基酒、陈年调味酒的分析、鉴评与挑选。

But quality is not static. According to JiuYe Times, the starting point for this full-series upgrade was not the liquor design laboratory, but the retail shelves. Drawing on two years of market taste feedback, the R&D team visited more than 300 retail outlets to systematically map consumers’ genuine preferences for liquor styles. Led by national-level baijiu judges, the team completed the analysis, appraisal, and selection of over 1,000 batches of base liquors and aged blending liquors currently in storage.

特别值得一提的是，古井贡酒创新开展了饮用舒适度盲测——不是品酒师说好喝就算，而是让普通消费者用真实体验为酒体投票。这种”消费者主权”导向的研发逻辑，在白酒行业并不多见。传统上，酒体优劣由专业品酒师说了算，但品酒师的评价标准与普通消费者的真实饮用体验之间，往往存在温差。古井贡酒用盲测来弥合这个温差。

Notably, Gujing Gongjiu innovatively conducted drinking-comfort blind tests – not relying solely on what the tasters said, but letting ordinary consumers vote on the liquor with their real drinking experiences. This “consumer sovereignty”-oriented R&D logic is rare in the baijiu industry. Traditionally, the quality of a liquor is determined by professional tasters, but there is often a gap between tasters’ evaluation criteria and the actual drinking experiences of ordinary consumers. Gujing Gongjiu used blind testing to bridge that gap.

从终端调研到酒体打磨，从盲测验证到智能生产——这场品质升级是从消费者需求出发、逆推回生产端的系统性重构。

From retail research to liquor refinement, from blind testing to intelligent production – this quality upgrade represents a systematic restructuring that starts from consumer needs and works backwards through the entire production chain.

“提质不提价”：用效率换品质的战略定力

“Quality Improved, Price Unchanged”: Strategic Resolve to Trade Efficiency for Quality

全系升级覆盖年份原浆献礼版、古5、古7、古8、古16、古20六个单品。核心思路是”分层优化、梯次提升”：大众价位产品提升柔和度与适口性；次高端增加陈年酒体比例，强化香气层次；高端产品进一步凸显陈香与幽兰风格的融合度。据现场资深酒友品评，升级后的产品在”香、味、格”三个维度均有可感知提升。

The full-series upgrade covers six SKUs: Vintage Pulp Gift Edition, Gu 5, Gu 7, Gu 8, Gu 16, and Gu 20. The core approach is “tiered optimisation and progressive enhancement”: mass-market products have improved smoothness and drinkability; sub-premium products have increased the proportion of aged liquor and enhanced aromatic complexity; premium products have further emphasised the integration of aged aroma and the elegant “hidden orchid” style. According to on-site veteran drinkers’ evaluations, the upgraded products show perceptible improvements across the three dimensions of “aroma, taste, and character.”

但真正让行业侧目的，是”提质不提价”这四个字。在行业普遍承压、部分酒企被迫以价换量的当下，古井贡酒主动压缩利润空间，把品质价值让渡给消费者，这既是一种战略定力，也是一种竞争自信。

But what truly caught the industry’s attention were the four words: “quality improved, price unchanged.” At a time when the industry is under widespread pressure and some distilleries are forced to trade volume for price, Gujing Gongjiu has proactively compressed its profit margins to pass quality value on to consumers – this is both a demonstration of strategic resolve and a mark of competitive confidence.

“提质不提价”意味着用更高的成本结构去竞争原有价格带——考验的不是营销能力，而是供应链效率、管理水平和规模效应。酒业时报认为，古井贡酒的”提质不提价”，本质上是用工业化的效率优势对冲品质升级的成本压力，在质价比时代建立一道难以逾越的护城河。这不是一次简单的让利，而是基于规模、技术和管理的系统性成本重构。

“Quality improved, price unchanged” means competing in the same price band with a higher cost structure – the real test is not marketing capability, but supply chain efficiency, management standards, and economies of scale. In the view of JiuYe Times, Gujing Gongjiu’s “quality improved, price unchanged” strategy is essentially leveraging industrial efficiency advantages to offset the cost pressures of quality upgrading, building an insurmountable moat in the value-for-money era. This is not a simple profit giveaway, but a systematic cost restructuring based on scale, technology, and management.

产品力+品牌力：古天乐带来的国民度共振

Product Power + Brand Power: The National Resonance Brought by Louis Koo

同日官宣古天乐出任品牌大使，提出”喝古井天天乐”。这不是一次流量采买。出道超过三十年、四度入围香港电影金像奖并斩获影帝殊荣，古天乐的”国民度”建立在长期的作品积累和公众信任之上。其低调务实、匠心精进的公众形象，与古井贡酒坚守品质、长期主义的品牌内核高度契合。有分析认为，古天乐出任品牌大使，是古井贡酒”守正图新”的一个侧影——在夯实品质内核的同时，以更具国民度的形象触达更广泛的消费群体。

On the same day, Louis Koo was announced as the brand ambassador, with the tagline “Drink Gujing, Enjoy Every Day.” This is not a mere traffic acquisition. With over three decades in the industry, four Hong Kong Film Awards nominations and a Best Actor win, Louis Koo’s “national appeal” is built on long-term body of work and public trust. His low-key, pragmatic, and dedicated public persona aligns closely with Gujing Gongjiu’s brand core of quality commitment and long-termism. Some analysts suggest that Louis Koo’s appointment as brand ambassador reflects Gujing Gongjiu’s approach of “upholding tradition while embracing innovation” – while strengthening its quality core, it reaches a broader consumer base through a figure with stronger national resonance.

在酒业时报看来，品质升级解决的是”值不值得买”的问题，品牌大使解决的是”想不想了解”的问题。从这个意义上说，年份原浆全系品质升级，是”产品力”的纵向深耕——让十八年的核心产品线在新的消费语境下依然能打；签约古天乐，是”品牌力”的横向破圈——让数百年酿造史的名酒品牌在多元人群中持续建立情感连接。

In the view of JiuYe Times, the quality upgrade addresses the question of “whether it’s worth buying,” while the brand ambassador addresses the question of “whether you want to learn about it.” In this sense, the full-series quality upgrade of Vintage Pulp represents a vertical deepening of “product power” – ensuring that the eighteen-year-old core product line remains competitive in the new consumer context. Signing Louis Koo represents a horizontal breakthrough of “brand power” – enabling a centuries-old premium liquor brand to continue forging emotional connections across diverse demographics.

产品升级是”向内求”，品牌焕新是”向外拓”，两者叠加，古井贡酒正在构建一条不同于单纯扩产能、铺渠道的增长新曲线。据机构预测，古井贡酒2026-2028年营收有望逐步修复。

Product upgrading is “seeking inward,” while brand renewal is “expanding outward.” Together, they are enabling Gujing Gongjiu to build a new growth curve that differs from simply expanding production capacity and distribution channels. According to institutional forecasts, Gujing Gongjiu’s revenue from 2026 to 2028 is expected to gradually recover.

在酒业时报看来，比具体数字更值得关注的，是古井贡酒展现出的名酒姿态——不躺在历史荣誉上吃老本，也不在行业低谷中被动防守，而是用”品质升级+品牌焕新”的组合拳，主动定义自己在下一个周期中的位置。

In the view of JiuYe Times, more noteworthy than the specific numbers is Gujing Gongjiu’s posture as a premium liquor brand – neither resting on its historical laurels nor passively defending itself in the industry downturn, but using the combined approach of “quality upgrade + brand renewal” to proactively define its position in the next cycle.

十八年一个回合：从”合肥首发”到”全系升级”的长期主义样本

Eighteen-Year Cycle: A Long-Termist Model from “Hefei Debut” to “Full-Series Upgrade”

从2008到2026，年份原浆见证了古井贡酒从低谷走向百亿营收的完整历程，成为徽酒第一龙头。十八年后，同一座城市，同一个产品系列，古井贡酒选择用”全系品质升级”来开启下一程。

From 2008 to 2026, Vintage Pulp has witnessed Gujing Gongjiu’s complete journey from its lowest point to achieving over RMB 10 billion in revenue, becoming the leading brand in Anhui liquor. Eighteen years later, in the same city, with the same product series, Gujing Gongjiu has chosen to embark on the next leg of its journey with a “full-series quality upgrade.”

回顾古井贡酒的发展史，1989年行业调整时推出”降度降价”，以”民酒化”策略率先走出寒冬；2008年低谷期推出年份原浆，开启复兴之路；2026年全系品质升级加签约古天乐——每一次都踩在了行业转折的关键节点上。

Looking back at Gujing Gongjiu’s development history: in 1989, during an industry adjustment, it launched “reduced alcohol and reduced price,” using a “people’s liquor” strategy to lead the way out of the winter; in 2008, in a downturn, it launched Vintage Pulp and embarked on the road to revival; in 2026, the full-series quality upgrade combined with the signing of Louis Koo – each move has landed at a critical turning point in the industry.

白酒行业正在经历深刻的系统性重塑。头部酒企的竞争已从渠道争夺转向价值深耕。古井贡酒用”提质不提价”给出了自己的答案——与其在价格战中消耗品牌，不如在品质战中积累资产。

The baijiu industry is undergoing profound systemic restructuring. Competition among leading distilleries has shifted from channel battles to value cultivation. Gujing Gongjiu has offered its answer with “quality improved, price unchanged” – rather than depleting the brand in price wars, it is better to accumulate assets in quality battles.

在酒业时报看来，这次全系升级不仅是产品迭代，更是品牌价值观的重新锚定。当行业还在争论”去库存””价格倒挂”的时候，古井贡酒把注意力放回最本源的地方——消费者喝到的每一口酒。十八年一个回合，古井贡酒用时间证明了什么叫长期主义，也用”提质不提价”回答了质价比时代名酒应有的姿态。

In the view of JiuYe Times, this full-series upgrade is not merely product iteration, but a re-anchoring of brand values. While the industry is still debating “inventory reduction” and “price inversion,” Gujing Gongjiu has turned its attention back to the most fundamental matter – every sip of liquor that consumers drink. Over an eighteen-year cycle, Gujing Gongjiu has proven with time what long-termism truly means, and has answered with “quality improved, price unchanged” the posture that a premium liquor brand should adopt in the value-for-money era.