动销大涨47.27%、单日开瓶创新高，五粮春以硬核实力领跑白酒元春营销

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在消费结构转型、市场分化与存量竞争深化的“三期叠加”背景下，2026年春节白酒动销分化态势愈发显著。茅台、五粮液等头部品牌动销超预期，实现两位数增长；大众市场依托宴席与自饮需求，势能延续且保持韧性。与之形成对比的是，次高端市场受商务场景弱化影响，动销普遍承压。尽管如此，五粮春在凭借着品牌力与扎实的市场动作，在次高端市场取得了可喜成绩。作为五粮液浓香酒公司核心战略品牌，五粮春在元春营销季交出亮眼答卷...

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扫码奖上奖” 专项活动，消费者在参与“名门之秀 码上有礼”基础抽奖后，可额外获得第二次抽奖机会，双重福利大幅提升开瓶意愿。同时，品牌制定专项动销方案，联动全国终端门店开展开瓶扫码活动，通过政策激励盘活渠道库存，激发终端销售积极性。单日创历史新高的扫码峰值，印证了活动对真实消费的强力拉动，也反映出五粮春在消费端的高认可度。同时，五粮春深度聚焦春节婚宴、寿宴、团圆宴核心场景，将数字化溯源码贯穿宴席全流程，精准锁定消费人群、场景与渠道，高效培育核心用户与意见领袖。此外，优化宴席礼品配置，以多等级、高适配福利强化“五粮春=宴席首选”的市场认知。有经销商向酒业家表示，今年元旦以来，五粮春一直是店里的销售主力，自饮、商务宴请、礼品赠送的订单量都比去年同期增多，扫码活动也让消费者愿意开瓶，真实消费的情况特别好。C端需求驱动B端动销五粮春打造元春营销新范式此次元春动销爆发，并非短期促销的偶然结果，而是五粮春多年来渠道精耕、用户运营的必然收获。从营销逻辑来看，五粮春元春动销策略实现了三大升级：一是场景升级，从单一产品销售转向全场景消费体验，覆盖春节所有核心用酒场景；二是工具升级，以数字化扫码为纽带，实现用户可触达、数据可追踪、效果可量化；三是价值升级，在实实在在回馈消费者的同时，传递品牌文化与年味情感，让消费者从“买酒”变为“认同品牌”。有业内人士表示，这种兼顾渠道利益与用户体验的打法，既保障了终端商家的盈利空间，又提升了消费者忠诚度，为长期动销增长提供了持续动力。五粮春2026元春旺季的亮眼表现，并非简单的节日营销红利，它以C端开瓶为起点、终端动销为核心、价盘稳定为底线，形成“消费者愿开瓶、门店愿推销、品牌稳增长”的闭环，本质是把资源从渠道周转，沉淀到真实饮用、用户复购、终端盈利上。在行业分化加剧、次高端普遍承压的周期里，这套以消费端反向驱动渠道端的打法，跳出价格战与库存博弈，回归酒业核心逻辑：让产品流向餐桌、让利润留在终端、让口碑支撑品牌。\n\n\n海量资讯、精准解读，尽在新浪财经APP","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":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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