Against the backdrop of consumption structure transformation, market fragmentation, and intensified competition in a saturated market, the 2026 Spring Festival period saw a clear divergence in liquor sales performance. Leading brands such as Moutai and Wuliangye exceeded expectations with double-digit growth, while the mass market demonstrated resilience, supported by banquet and personal consumption demand. In contrast, the sub-premium segment faced widespread pressure due to weakened business entertainment scenarios. Despite this, Wuliangchun achieved remarkable results in the sub-premium market, leveraging its brand strength and solid market execution. As a core strategic brand of Wuliangye Yibin Co., Ltd., Wuliangchun delivered an outstanding performance during the Spring Festival sales season, with a 47.27% year-on-year increase in sales, significantly outpacing the industry average and showcasing strong market competitiveness and consumer appeal.
This success stems from Wuliangchun’s precise grasp of Spring Festival consumption trends and its commitment to integrating online and offline channels, achieving breakthroughs in both brand visibility and market sales. The brand has set a benchmark for the liquor industry’s Spring Festival marketing strategies.
By breaking traditional marketing boundaries, Wuliangchun established a seamless online-to-offline strategy, creating a full-cycle growth model that spans audience reach, reputation building, and social sharing. This approach marks an evolution from simple promotional tactics to a comprehensive ecosystem that connects brands, channels, and consumers.
In terms of outreach, the brand built an integrated communication matrix: online, it leveraged social and short-video platforms, collaborating with top influencers and celebrities to create festive content. Hashtags such as #EliteShowcase and #WuliangchunWelcomesSpring sparked user engagement, while tie-ins with CCTV’s Spring Festival Gala enhanced brand exposure. Offline, the brand enhanced visibility in key consumption settings like supermarkets, liquor stores, restaurants, and commercial districts, immersing consumers in festive scenarios such as family reunions and banquets.
The brand also refined its targeting strategy, shifting from broad outreach to precise engagement. By focusing on key opinion consumers, sellers, and leaders, along with high-quality IP collaborations, Wuliangchun improved both communication efficiency and conversion rates. As of February 23, the campaign generated over 30,000 content pieces, 42.62 million exposures, and 21.3 million interactions, demonstrating the effectiveness of its omnichannel approach.
Beyond communication, Wuliangchun drove real consumption through digital engagement and banquet-focused initiatives. The brand launched a "Double Rewards Scan-to-Win" campaign, offering consumers an additional lottery chance after participating in the base promotion, significantly boosting consumption rates. Partnering with retail outlets, the brand incentivized scanning activities, stimulating sales and inventory turnover. A record-breaking single-day scan volume highlighted strong consumer response and high brand recognition.
Additionally, Wuliangchun concentrated on key banquet scenarios—weddings, birthdays, and family gatherings—integrating digital traceability codes throughout the process to precisely target consumers, occasions, and channels. By optimizing gift tiers and benefits, the brand reinforced its position as the preferred choice for banquets.
A distributor noted that since the start of the year, Wuliangchun has been a top seller, with increased orders for personal use, business entertainment, and gifting. The scan-to-win campaign further encouraged consumption, reflecting genuine demand.
This sales surge was not a short-term promotional fluke but the result of years of channel refinement and user engagement. Wuliangchun’s strategy featured three key upgrades: shifting from product sales to full-scenario experiences, using digital tools to track user engagement and outcomes, and adding cultural and emotional value to foster brand loyalty.
Industry observers highlighted that this approach balances channel profitability with consumer satisfaction, ensuring sustainable growth. Wuliangchun’s Spring Festival success—driven by consumer consumption, stable pricing, and terminal profitability—represents a model that moves beyond price wars and inventory challenges, returning to the core logic of the liquor industry: getting products to the table, maintaining terminal margins, and building lasting brand reputation.
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