Liquor brands pack stations with ads, chasing the people in the waiting hall.
A reporter from "Jiushuo" counted at Nanjing South and Hefei South: step off at Nanjing South and you meet at least 16 baijiu brands greeting you; add the waiting-hall names like Shuijingfang, Jiuguijiu, Gujing Gongjiu, and the two stations show no fewer than 24. Baijiu takes one third to half of all station ad slots, the heaviest category.
Why so aggressive? One line: the station seats exactly the people they want.
Among high-speed travelers, 74.3% are business, 15.3% tourism, mostly high education, high income, high spend. Baijiu's core buyers are men 30-60, and the main scenes are business banquets and gifting. The two groups overlap heavily. Brands hang ads here to repeat "who I am" to these people, inside a place that carries the trust of a "national名片."
1. They hit the gifting and banquet nodes
Around Spring Festival, Dragon Boat, Mid-Autumn, station liquor ads peak. These holidays are exactly when people visit family and host dinners; the station hits the "should I bring two bottles back" thought right on time.
THS research put it plainly: at Shangqiu station waiting-hall center, six walnut drinks, hawthorn drinks, and at least six baijiu brands including Langjiu, Guotai, Moutai 1935 share one screen; the fixed sides are held by Gujing Gongjiu Year Yuanjiang Gu20. Airports sync too: Zhengzhou Xinzheng shows Moutai 1935, Danquan Dongcang 30, Henan Yangshao.
Baijiu output fell six years straight from 2016; the sector is in a stock war. Name brands push down, regional brands defend home; no one dares drop voice. The station is one of few media that does "massive plus precise" at once.
2. Guangxi's local brand defends home
Danquan is a face Guangxi knows. Danquan Dongcang 30 bought waiting halls and exit channels across 12 Guangxi city stations, one-year run, covering 97%+ of in/out passengers per Nanning Railway Bureau data, 266.2 million audience.
Danquan's logic is clear: it is "Guangxi's No.1 gui-liquor brand," but Guangxi market is now chased by national sauce-aroma brands. Home voice cannot drop; the station is the hardest ground. Its brand ads cover 28 provinces, 64 city airports and stations, the proof of "not top 500, aim 500 years."
For Yulin, Xingye, Hengzhou liquor dealers, Danquan is a ready sample: a local brand that holds the walls along returning passengers' in/out path keeps its spot on the holiday gift list.
3. Three stations face two crowds
Yulin North, Xingye South, Hengzhou move returning Yulin natives, outside businessmen, transit passengers daily.
Many Yulin people run business or work away; every Spring Festival they come back, trunk and hands full, liquor is hard currency. Hengzhou is the jasmine-tea belt, tea buyers flow, tea-liquor pairing is ready scene. These two crowds are exactly who baijiu wants to intercept.
The three-station package quotes together; compare and pick, no separate talks. Lianping's bundle (HG2026-FW112) holds 97 light boxes, 152 sqm LED, 14 machines, package cheaper than single buys by 20-30%.
4. How to hang matters
The most wasteful case: a brand spends tens of thousands on a screen, creative is one bottle plus "XX Liquor." Travelers forget, never learn what is good. One claim plus one clear visual: "Danquan Dongcang 30, Guangxi's own sauce-aroma liquor" with local identity beats a bare label.
Banquet-type brands just put "for hosting" out, direct enough. Gifting-type write "bring two bottles home for New Year" as action. Skip words like "mellow," "model"; travelers have no patience.
Do not hang one week only. Baijiu buying decides in the half to one month before holidays; go live early, hit when people list gifts. The Yu-Cen section opens end of 2026, full line to the Greater Bay Area in 2027, daily to 15,000-20,000, outside guests clearly grow; hang now priced on 5,000-6,000, grab the spot first.
Liquor maker or local dealer? Tell us your main product and target market; we plan one liquor signboard's schedule and visual across the three stations.
—— Guangxi Lianping Media, exclusive ad operator of the Nan-Yu section of the Nan-Zhu high-speed line | Li Hongxin 18878774848 (WeChat same number)
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▲ 出站通道是返乡客出站的动线，酒类礼盒广告卡的就是这一眼。