年夜饭场景破局：京东七鲜联动酒企，解锁春节酒类消费新路径

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DAILY JOURNAL春节作为酒类消费的全年黄金旺季，场景重构正成为行业增长的核心突破口。2月1日，京东旗下七鲜小厨正式官宣年夜饭套餐预售计划，同步推出“订餐赠酒水”重磅活动，联动牛栏山、燕京、劲牌、青岛啤酒等多家知名酒企，将酒水与年夜饭场景深度绑定，既贴合了春节家庭消费的核心需求，也为酒类行业场景化营销、渠道创新提供了新范本。据悉，七鲜小厨本次年夜饭套餐覆盖全场景家庭需求，设置88.8元双人...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260204184640953fc9e7&s=b><strong>食品评论日刊</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>DAILY JOURNAL春节作为酒类消费的全年黄金旺季，场景重构正成为行业增长的核心突破口。2月1日，京东旗下七鲜小厨正式官宣年夜饭套餐预售计划，同步推出“订餐赠酒水”重磅活动，联动牛栏山、燕京、劲牌、青岛啤酒等多家知名酒企，将酒水与年夜饭场景深度绑定，既贴合了春节家庭消费的核心需求，也为酒类行业场景化营销、渠道创新提供了新范本。据悉，七鲜小厨本次年夜饭套餐覆盖全场景家庭需求，设置88.8元双人...</p>\n\n<a 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JOURNAL春节作为酒类消费的全年黄金旺季，场景重构正成为行业增长的核心突破口。2月1日，京东旗下七鲜小厨正式官宣年夜饭套餐预售计划，同步推出“订餐赠酒水”重磅活动，联动牛栏山、燕京、劲牌、青岛啤酒等多家知名酒企，将酒水与年夜饭场景深度绑定，既贴合了春节家庭消费的核心需求，也为酒类行业场景化营销、渠道创新提供了新范本。据悉，七鲜小厨本次年夜饭套餐覆盖全场景家庭需求，设置88.8元双人、188.8元3-4人、288.8元5-6人三档规格，预订周期为2月2日至14日，除夕当天实现送餐上门，精准解决当代家庭“年夜饭不想做、不会做”的痛点。而最受行业关注的，是其与酒企联动打造的赠礼体系——订餐即送最高价值168元品牌酒水，实现“一桌年夜饭，配齐团圆酒”的消费闭环，让酒水自然融入家庭团圆的核心场景。从赠礼配置来看，本次联动呈现出“精准适配、多元覆盖”的特点，完美契合2026年春节酒类消费的核心趋势。低端双人套餐搭配牛栏山正阳门小规格产品，兼顾性价比与节日仪式感，适配年轻情侣、留守青年等小众团圆场景；中端3-4人套餐组合牛栏山70周年纪念款、燕京U8等产品，涵盖白酒与啤酒两大品类，匹配三口之家的饮用需求；高端5-6人套餐则加入劲牌清香年代产品，丰富香型选择，贴合三代同堂家庭的多元口味偏好。此外，2月2日至11日期间，购买高端套餐还可额外抢购青岛精酿白啤五福来财礼盒，进一步提升了活动吸引力，也为精酿啤酒开辟了家庭场景的曝光渠道。01酒企借餐饮渠道实现场景下沉与品牌破圈此次京东七鲜小厨与酒企的联动，并非简单的流量叠加，而是酒企借助餐饮渠道实现场景下沉、品牌曝光的精准布局，更是对家庭酒类消费场景的深度挖掘。据调查机构预测，2026年春节酒类消费市场规模有望逼近1280亿元，其中家庭场景消费占比已突破35%，较去年提升7个百分点，家庭聚餐正成为酒类消费的核心增量场景，而年夜饭作为家庭场景的核心载体，成为酒企必争的流量入口。对于参与联动的酒企而言，此次合作成本低，且实现了精准营销的突破。牛栏山、劲牌等白酒品牌，借助年夜饭场景强化了家庭团圆用酒的品牌认知，小规格产品的配置既降低了消费门槛，也适配了家庭场景下少量多次的饮用习惯，避免了传统大瓶装白酒在家庭场景中的浪费问题，进一步拓宽了家庭消费市场；燕京U8、青岛精酿白啤等啤酒品牌，则通过与年夜饭的绑定，打破了啤酒夏季专属，以及户外场景的刻板印象，凸显了其在家庭团圆、亲友小聚中的适配价值，成功开辟了春节家庭啤酒消费的新赛道。这种新的联动模式，让酒企无需单独投入大量营销成本，即可借助七鲜小厨的年夜饭流量，精准触达家庭消费群体，实现品牌影响力与产品曝光量的双重提升。02场景深耕与渠道融合引领酒类行业新发展从行业视角来看，京东七鲜小厨的尝试，为酒类行业的场景化创新与渠道融合提供了可借鉴的思路，也折射出当前酒类消费的核心变革趋势。当前，酒类消费正向场景适配、理性消费回归，家庭场景、轻量化消费成为行业新的增长极，而餐饮渠道作为酒水消费的“最后一公里”，是连接品牌与消费者的核心触点，其价值正不断凸显。值得注意的是，此次活动的细节设计，精准贴合了当下酒类消费的年轻化、轻量化趋势。小规格酒水、多品类搭配，既满足了年轻家庭不浪费的消费诉求，也兼顾了不同年龄段消费者的口味需求；青岛精酿白啤礼盒的限量抢购活动，更是贴合了年轻群体的仪式感消费趋势，为活动增添了话题性，也为酒企的年轻化营销提供了参考。这也启示酒类品牌，未来在布局春节市场乃至全年市场时，需更加注重消费需求的细分，针对不同场景、不同群体，推出适配性强的产品与营销方案，才能在激烈的市场竞争中脱颖而出。随着春节的临近，年夜饭市场的热度将持续攀升，而此次京东七鲜小厨与酒企的联动，或许将成为酒类行业场景化营销的一个新标杆。未来，随着餐饮渠道与酒企的融合不断深化，更多贴合家庭场景、轻量化消费的创新模式将不断涌现，推动酒类行业向场景化方向持续发展。对于酒企而言，唯有精准把握消费趋势，主动拥抱渠道变革，深耕核心消费场景，才能在春节黄金旺季中抢占先机，实现全年业绩的开门红。——食品评论日刊 新媒体矩阵——往期推荐百亿之后再无突破：惠氏奶粉十年困局，终以整合落幕遵义剑指1500亿酱酒产值！“酒+”融合+数字新消费，产区升级再提速5年上市未果的吉香居易主，这次能否成功圆梦？关于食品评论日刊——食评日刊 分享天下食事——食评资讯｜食评每日讯｜食评热点｜干货有料｜深度访谈转载｜私信后台留言“转载”内容合作 商务合作 投稿反馈 etc.常女士｜186 2897 0580苏女士｜135 2154 0767点“在看”给我一朵小黄花","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":1,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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