On March 22, the Luzhou Laojiao 2025-2026 Dealer Recognition and Marketing Conference was grandly held in Luzhou, the city of liquor. Themed "A New Leap, Building a Stable Ecosystem for Long-Term Success, and Collaborating to Break New Ground," the conference coincided with the critical juncture marking the end of the 14th Five-Year Plan period and the beginning of the 15th.
At the event, Luzhou Laojiao not only systematically disclosed its core achievements during the 14th Five-Year Plan period for the first time but also announced its core strategy for the upcoming 15th Five-Year Plan period.
Achievements of the 14th Five-Year Plan Period: Growth in Both Scale and Quality During the 14th Five-Year Plan period, Luzhou Laojiao achieved historic breakthroughs in sales scale, successively surpassing the 20 billion and 30 billion yuan marks. In 2024, the company's revenue increased by 87.33% compared to 2020, with a compound annual growth rate of 16.99%. Net profit grew by 124.33% compared to 2020, with an average annual compound growth rate of 22.38%.
The National Cellar 1573 firmly established itself in the high-end segment, while the 38-degree National Cellar became the industry's first low-alcohol product to achieve over 10 billion yuan in sales. The Luzhou Laojiao series also strongly surpassed the 10 billion yuan mark, forming a comprehensive product matrix covering high-end, premium, and mass-market price points. Both brands have been consecutively listed on authoritative brand value rankings for four years, with total brand value ranking among the top in the baijiu industry.
Equally impressive as the revenue scale are the bottle-opening scan data under Luzhou Laojiao's full-chain digital management. During the 14th Five-Year Plan period, the cumulative distribution of Luzhou Laojiao's five-code products exceeded 50 million cases, with core products surpassing 110 million bottle openings. The total membership scale surpassed 50 million. The core value of this bottle-opening data lies in demonstrating that Luzhou Laojiao's growth model has successfully transitioned from the traditional "channel inventory reservoir" approach to a "direct consumer pipeline" model. By activating full-chain data feedback through its integrated five-code system, Luzhou Laojiao has genuinely achieved a consumer-centric digital and intelligent operational transformation. In an era of competition for existing market share, bottle-opening data represents "data sovereignty." Mastering real sales data equates to understanding authentic consumer profiles and consumption patterns, thereby seizing the initiative in the new growth cycle.
Outlook for the 15th Five-Year Plan Period: Strategic Elevation for Top-Tier Membership At the start of the 15th Five-Year Plan period, baijiu enterprises face a more complex macro-environment. As a leading industry player, Luzhou Laojiao's vision extends beyond mere scale competition, focusing instead on the deeper concept of "ecosystem co-creation."
An assessment of the current industry situation was provided: "The baijiu industry has now fully entered an era of stock competition. The period of high-speed expansion is over, and low-speed or even decelerated growth will become the new normal." It is foreseeable that this industry adjustment phase will further accelerate the concentration of the baijiu industry towards renowned production areas, famous brands, excellent culture, and superior quality.
At this conference, Luzhou Laojiao officially unveiled its "156" strategy for the 15th Five-Year Plan period. This involves adhering to one development goal: steadfastly anchoring the strategic objective of "returning to the top three in the industry" and building a world-class renowned liquor enterprise based on a consistent blueprint. It entails upholding five development philosophies: long-termism, quality focus, value orientation, innovation drive, and symbiotic coexistence. The strategy also involves constructing six excellence systems: an excellent market expansion and consumption innovation system; a culture-empowered brand management system; a quality production capacity and supply guarantee system; a digital-intelligence integration and efficiency enhancement system; an organizational vitality and talent development system; and an industrial synergy and ecosystem co-creation system.
The "156" strategy is widely viewed not as a simple pursuit of scale, but as indicative of Luzhou Laojiao's effort to build an industrial community encompassing high-quality raw grains, intelligent manufacturing, and digital marketing. This represents a "hardcore advancement" based on its own digital-intelligence capabilities and industrial chain development, and a necessary choice for the "Originator of Nongxiang Aroma" in response to the competitive landscape.
Manufacturer-Distributor Co-creation: Digital Intelligence Empowers an Ecological Community As the baijiu industry shifts from "scale expansion" to "stock game," Luzhou Laojiao has proposed adapting by launching an "ecological chain operation strategy." This aims to build an open, symbiotic, and organically connected Luzhou Laojiao ecological community, leveraging forward-looking strategic planning, powerful technological empowerment, and highly efficient collaborative operations.
The manufacturer-distributor relationship is a vital component of building this "ecological community." During the 14th Five-Year Plan period, the tiered customer system and specialized plans established by Luzhou Laojiao yielded significant results, with the ranks of distributors achieving annual sales of over 100 million yuan and tens of millions of yuan continuing to grow. However, in the new industry cycle, mere expansion in scale and quantity is insufficient. The real potential for future growth in the baijiu industry lies in the substantive improvement of terminal sales and the recovery of genuine consumption, which also depends on manufacturers and distributors abandoning a gaming mentality and moving towards deep collaboration and a tightly bound relationship of shared interests.
Consequently, it was proposed that 2026 be designated Luzhou Laojiao's "Year of Digital Application." This involves continuously deepening the "precise matching of people, goods, and scenarios," using consumption data to guide channel allocation and product layout; firmly implementing a digital quota mechanism, optimizing the linkage mechanism based on the underlying logic of "exchanging quotas for bottle or case openings"; and upgrading "digital control and profit-sharing," building a system centered on "sequential price profits + AC/BC linkage + action-based payments + tiered benefits or performance incentives."
As the industry enters a period of deep adjustment, those with a clearer understanding of consumer profiles and behavior, and more precise control over terminal sales, will gain greater advantages in consumer insight and marketing actions. After five years of sustained effort, Luzhou Laojiao's digital-intelligence construction has reached a leading level within the industry. The application of digital tools will further promote the precise control of quotas and expenses, safeguard channel profits, shift distributors' focus from "fulfilling tasks" to "excelling in the market," align the goals and actions of manufacturers and distributors, and form a more stable community of shared destiny.
Conclusion From the determined strides of "marketing攻坚" to the broad vision of "ecological co-creation," Luzhou Laojiao, upholding its corporate philosophy, is forging ahead as a friend of time, preserving authenticity through传承 while pursuing long-term success through innovation. Guided by a clear strategy and protected by a stable ecosystem, a more open and dynamic Luzhou Laojiao is confidently building a world-class renowned liquor enterprise, continuing to write a new chapter in the era for the "Originator of Nongxiang Aroma."
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