首邀张艺兴代言文旅，茅台变着花样“讨好”年轻人

国际金融报2025-05-09

5月7日晚间，贵州茅台（600519）通过官方微博宣布青年艺人张艺兴成为茅台文旅代言人。消息一出迅速引发市场热议，在此之前，茅台公司还未邀请过明星代言人。“茅台也需要请代言人了吗”是市场最大的疑问。褒贬不一严格来说，茅台文旅并不能和贵州茅台划等号。公开信息显示，茅台文旅是中国贵州茅台酒厂（集团）有限责任公司的全资子公司，聚焦酒旅融合、文创产品开发及文化活动运营，其背后实控人是贵州省国资监督管理...

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people","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1},"content_text":"5月7日晚间，贵州茅台（600519）通过官方微博宣布青年艺人张艺兴成为茅台文旅代言人。消息一出迅速引发市场热议，在此之前，茅台公司还未邀请过明星代言人。“茅台也需要请代言人了吗”是市场最大的疑问。褒贬不一严格来说，茅台文旅并不能和贵州茅台划等号。公开信息显示，茅台文旅是中国贵州茅台酒厂（集团）有限责任公司的全资子公司，聚焦酒旅融合、文创产品开发及文化活动运营，其背后实控人是贵州省国资监督管理委员会。图源：企查查市场对于本次代言褒贬不一。在投资平台及微博、抖音等社交平台上，许多投资者和网友对此表示不解，一部分人认为茅台的价值并不需要代言人赋能，另一部分人觉得代言人与品牌形象不太匹配。但也有业内人士认为，这是茅台文旅创新营销模式的积极举措。中国酒业分析师蔡学飞接受《国际金融报》记者采访表示，当前体验经济崛起，借助文旅的宣传可以增强酒企在市场层面的消费者认知；通过文旅开发文创产品增加附加值，也有助于提高酒企的市场竞争力。他认为，明星代言具有很好的粉丝号召力，张艺兴具有正面形象，不仅有助于推动茅台文旅业务的发展，提升知名度与话题传播度，具有销售引导等作用，对茅台的长期发展也具有积极价值。变着花样“讨好”年轻人无论是之前的茅台冰淇淋、联合瑞幸推出的“酱香拿铁”、携手德芙推酒心巧克力，都能看到茅台近几年一直在变着花样“讨好”年轻人。无论效果如何，本次旗下文旅公司官宣明星代言人，都被市场看作是茅台积极寻求品牌年轻化的举措。《2024白酒行业营销趋势报告》表明，18—30岁年轻消费者正成为白酒消费的高增长人群。贵州茅台新董事长张德芹去年上任后，多次表示茅台要主动转型，瞄准新客群、新场景、进行服务转型。今年4月，贵州省在提振消费实施方案中也提到，要构建多元化酒生活消费场景，推动“卖酒”向“卖生活方式”转变。记者注意到，5月8日下午，茅台文旅抖音官方旗舰店已经将代言人张艺兴的海报作为直播间背景。直播间内，茅台IP对年轻人不再那么“高不可攀”，33元的鼠标垫，几十元的茅台冰箱贴、毛绒挂件、黑胶雨伞等诸多文创产品出现在链接中；并推出茅台酒端午礼盒，其以200ml小规格飞天茅台为主体，2瓶的礼盒装售价在2700元左右。据了解，5月17日—18日，张艺兴将以代言人身份出现在贵州省贵阳市举办音乐节并登台演出。茅台文旅还将推出联名限定酒具、音乐节门票+茅台品鉴套餐等特色衍生品。一定程度上来说，连茅台都要努力转型，为年轻人提供情绪价值，是白酒行业的周期性调整加剧的缩影。离开了高速增长的“黄金时代”，去年酒企业绩普遍承压，作为行业“定海神针”的贵州茅台虽实现了稳健增长，但在今年主动放慢脚步，将营收增速目标下调至9%，这是自2017年以来公司首次将增速目标设定为个位数。\n\n\r\n 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