被称为行业风向标的春季糖酒会，正在成都如火如荼地举行。白酒历来就是春糖的重点行业，引得各大品牌纷至沓来。

其中，一个沉寂多年的白酒品牌，突然放出大招。金六福携手陕西太白、安徽临水、山东今缘春、湖南雁峰、广西湘山、吉林榆树钱、广东无比等，共同组成金六福控股集团。

这是白酒首富吴向东的第三张王牌。另外的两张，分别是港股白酒第一股珍酒李渡，白酒流通第一股华致酒行。

金六福控股集团旗下多为中低端白酒品牌，在上一轮白酒行业高端化进程中多被雪藏，如今，随着白酒消费降级趋势越来越明显，被吴向东重新推上前台，冲击大众白酒市场。

如果能在珍酒李渡和华致酒行外，再造一家白酒上市公司，那么，吴向东的运作能力，当真是无人能及。

高端白酒上半场

熟悉白酒行业的人，对金六福应该不会陌生。

1998年，第一瓶金六福酒从五粮液生产车间下线，借助当时白酒行业惯用的OEM模式，通过打文化牌，重营销、强渠道，一举成为当时的知名白酒品牌。

行业资料显示，成立后短短3年，金六福的销售额突破10亿元，跻身全国白酒市场单品销量前五强；到2013年，销售额更是超过150亿元。

如此说来，大家还真是忽视了湖南白酒的江湖地位。湖南并非主要白酒产区，也算不上白酒消费大省，但凭借“湘酒川造”模式，金六福与浏阳河，都曾站上行业C位，尽管它们现在都暂时沉寂。

金六福的操盘手，正是吴向东。

运作金六福完成资本积累后，从2001年到2009年，吴向东先后收购广东德庆无比养生酒、湖南湘窖、安徽临水、山东今缘春、湖南雁峰、黑龙江玉泉、桂林湘山、吉林榆树钱、陕西太白、贵州珍酒、江西李渡等十余家酒厂及品牌。

再借助自身的白酒产业运营经验，吴向东着手重塑这些地方白酒品牌。高端化与酱酒热，让珍酒晋升为中国第五大酱香型白酒品牌，走高端路线的李渡，成为第五大兼香型白酒品牌。

吴向东将珍酒、李渡、湘窖与开口笑四大品牌打包，组成珍酒李渡集团，直接跻身中国第四大民营白酒集团。

在中国啤酒产业的发展过程中，百威与华润啤酒（00291.HK），通过资本并购+产业运作的模式，成长为中国啤酒市场的王者。其实，在白酒市场，吴向东的运作，与之类似。

另一边，吴向东以自身的白酒行业资源为基础，2005年创立酒类销售渠道华致酒行。官网显示，公司目前拥有华致酒行、华致酒库连锁门店2000多家、优质零售终端30000多家，建立起了覆盖全国的全渠道营销网络。

吴向东坐拥白酒行业的两大王牌珍酒李渡和华致酒行（300755.SZ），产品、渠道两手硬，两大板块还能互相配合。

2019年，华致酒行先行一步，登陆深交所创业板，成为酒类流通第一股。2023年，白酒市场时隔多年终于迎来一家新的上市公司，珍酒李渡（06979.HK）拿下港股白酒第一股。

作为这两家上市公司的实际控制人，吴向东所持股份，市值接近300亿元，当之无愧“中国白酒首富”。

下半场大众白酒

上一个以高端化为主线的白酒行业顺周期，吴向东的重心在珍酒李渡和华致酒行。无论是核心品牌珍酒和李渡，还是华致酒行的销售大头，都是高端白酒。

在此期间，吴向东收购的那些中低端品牌，榆树钱、今缘春、雁峰、无比、临水、湘山及太白等，都进入雪藏阶段。金六福倒一直在牌桌上，近些年也推出过一坛好酒等产品，但市场地位远不及当年。

不过，风水轮流转。近几年，吴向东对金六福及一众中低端小弟们的运作，逐渐提速。2022年，金六福提出“国民美酒”战略，在2023年春糖上高调亮相。

近期，金六福携手陕西太白、安徽临水、山东今缘春、湖南雁峰、广西湘山、吉林榆树钱、广东无比，共同组成金六福控股集团，在成都举行的糖酒会上组团招商。

在珍酒李渡和华致酒行的运作渐渐平稳之后，吴向东又将自己压箱底的这些品牌，拿出来冲击市场了。

从专注高端白酒市场，到组建中低端品牌为主的金六福集团

，核心原因只有一个，时代不同了。

全面高端化的动能减弱，白酒消费重回大众化时代。高端白酒市场仍然存在，但缩量已经成为既定事实。

珍酒李渡前几年增速下滑，华致酒行遭遇业绩下降，且出现了较为严重的行业性的库存压力，原因都与之相关。毕竟，高端白酒，更容易陷入库存压力与价格倒挂之间的恶性循环。

2023年珍酒李渡扬眉吐气，业绩大幅增长，除了产品创新，本质上的优化还是顺应了白酒消费降级的趋势。

一方面，优化高端产品的结构，增加相同价格范围内毛利率较高的白酒产品，如珍酒品牌的高端光瓶酒；另外，开发中端价格产品，邵阳品牌借此脱颖而出，成为公司旗下第五大白酒品牌。

同样，在白酒行业内，舍得酒业、山西汾酒、泸州老窖、伊力特等，中低端产品对公司业绩的提升均起到了重要作用。

所以，在两大王牌上市公司之外，吴向东适时把金六福们拿出来冲击大众白酒市场，或许还真能有一番作为。

在中国酒业独立评论人肖竹青对吴向东的评价颇高，在他看来，吴对中国白酒行业本质与未来发展趋势的理解超越了90%白酒从业者。他介绍，金六福控股旗下，不仅有众多白酒品牌和酒业资产，更集中了一大批业内资深人才，这些都为该集团的运作，打下了坚实的基础。

从华致酒行到珍酒李渡，再到如今的金六福控股，吴向东展现出了顶级的资本运作与产业运营能力。同时，吴还特别善于顺势而为。高端化的进击阶段，有珍酒和李渡，珍酒还赶上了酱酒热；白酒消费降级至大众市场，又将金六福等品牌推上前线。

现在的问题是，再给吴向东一个10年，他能否造就第三家白酒上市公司？

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.1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root,body:not(.pages_skin_pc) body{--appmsgExtra-BG: #F7F7F7}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px){body:not(.pages_skin_pc) .wx-root[data-weui-theme=dark],body:not(.pages_skin_pc) body[data-weui-theme=dark]{--appmsgExtra-BG: #121212}}@media screen and (min-width:1024px){body:not(.pages_skin_pc)body:not(.pages_skin_pc){background:var(--weui-BG-2)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root[data-weui-mode=care]:not([data-weui-theme=light]),body:not(.pages_skin_pc) body[data-weui-mode=care]:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .85);--weui-FG-HALF: rgba(255, 255, 255, .65);--weui-FG-1: rgba(255, 255, 255, .55);--weui-FG-2: rgba(255, 255, 255, .35);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) 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div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}