2025年中国白酒 线上交易数据分析报告 市场规模增速、交易结构、区域分布深度解析 时间：2026/03/11 整理分析：廖兵 C o n t e n t s 目录 01 核心数据速览 市场规模、平台格局、品牌排名、渠道增速全景呈现 03 各大平台交易对比 京东、天猫、抖音、即时零售平台数据对比 05 消费特征深度解析 消费人群、场景、决策因素与痛点分析 02 整体交易规模分析 04 品牌线上交易排名 全网TOP10品牌及细分品类排名分析 06 行业趋势与发展预判 四大核心趋势与2026年市场预判 K e y D a t a O v e r v i e w 核心数据速览 2025年中国白酒线上交易市场全景扫描 市场规模 930 亿元 同比增长 18.5% ，线上渗透率提升至 16.3% 平台格局 85% +市场份额 京东、天猫、抖音三大平台稳居前三 品牌排名 茅台 · 五粮液 · 泸州老窖 茅台占全网22%，稳居第一 香型分布 浓香38% + 酱香29% 两大香型合计占据67%市场份额 即时零售 200% +同比增速 成为2025年 最大增量 渠道 区域分布 华东32% 稳居第一 贵州产区销售额达461.38 ...

Group 1: Core Insights - The report emphasizes the improvement of the cyclical restaurant chain, particularly in condiments and beer, as a key investment opportunity in the consumer sector due to government policies aimed at boosting consumption [2][16][19] - The liquor sector is highlighted as having reached a bottom buying point, with the price of Feitian Moutai temporarily dropping below 1600 yuan, but actual dealer inventories are low, indicating potential price stabilization around this level [2][18] Group 2: Company Tracking - Shede Liquor has shown strong sales performance during the spring season, with a positive revenue growth target for 2026, despite some pressure in the 1000 yuan price range [3][11] - Yili Group is expected to stabilize and achieve positive growth in liquid milk sales, benefiting from rising milk prices and improved market conditions [3][11] - Bairun Group's terminal sales have outperformed reported growth, with a positive outlook for 2026 driven by double-digit growth in pre-mixed liquor and a target of 300-500 million yuan for its whiskey business [4][12] - Shouxian Valley is focusing on online channels to boost revenue and profit, with a goal of achieving a 50% online sales ratio [4][12] - Minsheng Health's new product, Vaniklan, has exceeded internal expectations in online sales, with plans to expand into offline channels [5][13] Group 3: Investment Recommendations - The report recommends focusing on cyclical restaurant chain improvements, particularly in condiments and beer, as well as the recovery of the liquor sector, with specific companies like Haidilao and Qingdao Beer highlighted for their growth potential [16][19] - The report suggests that the liquor sector, particularly Moutai, remains a strong investment due to its market position and expected price stabilization [18][19] Group 4: Industry Valuation - The report includes a valuation table for key companies in the food and beverage sector, indicating market capitalization and projected earnings for 2025-2027, with notable companies like Kweichow Moutai and Wuliangye highlighted for their strong market positions [20]

Investment Rating - The industry rating is maintained as "Positive" [5] Core Insights - The food and beverage sector experienced a decline of 2.48% during the week from March 2 to March 6, 2026, compared to a drop of 0.93% in the Shanghai Composite Index and 1.07% in the CSI 300 Index [1][16] - The report highlights the performance of various segments, with meat products (+1.10%) and beer (+0.91%) showing positive growth, while categories like snacks (-3.88%) and health products (-4.01%) faced significant declines [1][16] - The report emphasizes the importance of upcoming events, such as the sugar and wine fair, which may influence market sentiment and consumer behavior in the high-end liquor segment [2][10] Summary by Sections Weekly Market Review - The food and beverage sector's performance was notably weak, with the white liquor segment declining by 3.32% [1][10] - Key stocks in the liquor sector, such as Shanxi Fenjiu and Wuliangye, saw declines of 0.3% and 1.6%, respectively [2][10] Sector Insights - In the liquor segment, the report suggests that the high-end liquor prices remain stable during the off-season, with a focus on potential catalysts such as the upcoming sugar and wine fair [2][10] - The report recommends stocks with strong alpha characteristics in the consumer goods sector, particularly in the meat, beer, and seasoning categories, highlighting companies like New Dairy, Chongqing Beer, and Shuanghui [11][12] Investment Recommendations - For the liquor sector, the report recommends Guizhou Moutai and suggests monitoring brands with strong beta attributes like Luzhou Laojiao and Yingjia Gongjiu [3][10] - In the consumer goods sector, the report highlights the potential for growth in snack foods and functional beverages, recommending companies such as Weilong and Yuyuan Group [3][11] - The dairy segment is expected to benefit from favorable supply and demand dynamics, with recommendations for New Dairy and Yili Group [3][14] Valuation Metrics - As of March 6, 2026, the dynamic price-to-earnings ratio for the food and beverage sector is 20.37, with specific segments like liquor at 17.91 and dairy at 23.15 [23][24]

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Viewpoints - The food and beverage sector is entering a favorable layout window supported by dual policy initiatives from the government, focusing on expanding domestic demand and boosting consumption as top priorities in the 2026 government work report [3][10] - The food and beverage index experienced a decline of 2.5% from March 2 to March 6, 2026, ranking 12th among primary sub-industries and underperforming the CSI 300 by approximately 1.4 percentage points [10][11] - Key sub-industries such as meat products (+1.1%), beer (+0.9%), and dairy products (+0.1%) showed relatively strong performance during this period [10][11] Summary by Sections Market Performance - The food and beverage index's decline of 2.5% places it 12th out of 28 industries, underperforming the CSI 300 by about 1.4 percentage points [10][11] - Notable individual stock performances included significant gains from companies like Zhongxin Niya, New Dairy, and Chongqing Beer, while companies such as Jiu Gui Jiu, Qian Wei Yang, and Youyou Food faced notable declines [11][12] Policy Impact - The dual policy framework aims to stimulate demand and expand supply, which is expected to drive recovery in the food and beverage industry [3][10] - Demand-side improvements are anticipated through increased disposable income and enhanced social security, while supply-side benefits will arise from the concentration of leading companies and support for new consumption models [10] Recommendations - Recommended stocks include leading companies in the liquor sector such as Guizhou Moutai, Luzhou Laojiao, and Shanxi Fenjiu, as well as consumer goods companies like Ximai Food, Weilong Delicious, and Ganyuan Food [4][10] - The report suggests focusing on three main lines for consumer goods: the upward trend in the snack sector, stabilization in raw milk prices benefiting dairy processing companies, and the recovery of the restaurant supply chain [10] Upstream Data - Recent data indicates a decline in certain upstream raw material prices, with whole milk powder auction prices showing a year-on-year decrease of 4.9% and fresh milk prices down by 1.9% [16][19] - The pork price has decreased by 28.7% year-on-year, reflecting significant market adjustments [21][26]

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Viewpoints - The dual policy support from the Two Sessions creates a window for layout in the food and beverage sector. The food and beverage index fell by 2.5% from March 2 to March 6, ranking 12th among primary sub-industries, underperforming the CSI 300 by approximately 1.4 percentage points. The meat products (+1.1%), beer (+0.9%), and dairy products (+0.1%) sectors performed relatively well. The government work report for 2026 prioritizes expanding domestic demand and boosting consumption, implementing special actions to enhance consumption recovery. The dual policy framework of "demand-side boost + supply-side expansion" is expected to drive the recovery of the food and beverage industry significantly [3][10][11]. Summary by Sections Weekly Viewpoints - The food and beverage index underperformed the market, with a decline of 2.5% and ranking 12th out of 28 industries. The meat products, beer, and dairy sectors showed relative strength [10][11]. Supply Chain Data - The report indicates a recovery in consumer spending and service consumption, with government initiatives aimed at increasing disposable income and enhancing social security. This is expected to benefit essential consumption categories such as liquor, snacks, and the catering supply chain [3][10]. Recommendations - Recommended stocks include: - Guizhou Moutai: Focused on sustainable development amidst shifting demand [4]. - Shanxi Fenjiu: Expected to grow despite short-term demand pressures [4]. - Ximai Foods: Anticipated steady growth in the oatmeal sector [4]. - Weilong: Projected to maintain growth in the konjac product line [4]. - Ganyuan Foods: Expected to benefit from a turnaround in trends [4]. Market Performance - The food and beverage sector's performance was below the market average, with specific stocks like Zhongxin Niya, New Dairy, and Chongqing Beer showing gains, while others like Jiugui Liquor and Youyou Foods faced declines [11][12]. Upstream Data - Recent data shows a decline in some upstream raw material prices, with whole milk powder prices down by 4.9% year-on-year, and fresh milk prices down by 1.9% year-on-year [16][19].

Investment Rating - The industry investment rating is maintained as "Positive" [9] Core Viewpoints - The report emphasizes the importance of understanding the nature of raw material price increases, suggesting that upstream sectors in the consumer goods chain are likely to benefit from these changes. It distinguishes between price increases driven by economic factors, which can lead to sustained profitability, and those driven by geopolitical factors, which may have a more limited impact [9] - The report maintains a positive outlook on the upstream segments of the food and beverage industry, particularly in agricultural processing and food raw material suppliers, while also highlighting the need for companies to demonstrate profit recovery or elasticity in response to rising raw material prices [9] - The report suggests a focus on the restaurant supply chain and the liquor sector, indicating that the liquor industry is approaching a turning point, with expectations for performance recovery [9] Summary by Relevant Sections Upstream Main Line - Agricultural processing is highlighted, with recommendations for companies such as COFCO Sugar (600737, Buy) and Yurun Agriculture (09858, Buy) [4] - Food raw material suppliers are also emphasized, with potential investments in companies like Huabao International (00336, Not Rated) and Chenguang Biotech (300138, Not Rated) [4] Downstream Main Line - In the liquor sector, companies such as Shanxi Fenjiu (600809, Buy) and Kweichow Moutai (600519, Buy) are recommended [4] - For the restaurant supply chain and beer, the report suggests monitoring performance post-valuation increase, with a recommendation for Yihai International (01579, Buy) [4] - In the beverage and snack food sectors, companies like Yanjinpuzi (002847, Buy) and Qiaqia Food (002557, Buy) are highlighted for their performance certainty [4]

行 业 及 产 业 食品饮料 2026 年 03 月 07 日 相关研究 《节后茅台批价保持坚挺 继续看好白酒及 餐饮链头部标的——食品饮料行业周报 20260223-20260227》 2026/03/01 《25Q4 白酒报表出清 食品分化改善—— 食品饮料 2025 年报业绩前瞻》 2026/02/09 《春节茅台旺销验证观点 重申白酒进入战 略布局期——食品饮料行业周报 20260202-20260206》 2026/02/08 证券分析师 吕昌 A0230516010001 lvchang@swsresearch.com 周缘 A0230519090004 zhouyuan@swsresearch.com 王子昂 A0230525040003 wangza@swsresearch.com 联系人 王子昂 A0230525040003 wangza@swsresearch.com 批价维持合理 估值吸引力提升 看好 ——食品饮料行业周报 20260302-20260306 本期投资提示： ⚫ 风险提示：食品安全问题，经济下行影响白酒及大众品需求。 证 券 研 究 报 告 请务必仔细阅读正文之后的各项信 ...

Summary of the Conference Call on the Baijiu Industry Industry Overview - The conference call focused on the Baijiu industry, particularly the performance of major brands such as Moutai, Wuliangye, Guojiao, Yanghe, and Fenjiu during the 2026 Spring Festival period compared to 2025. Key Points and Arguments Sales and Payment Progress - Payment collection for Baijiu brands is generally lagging, with Moutai's payment nearing delivery, Wuliangye at approximately 40%, and Guojiao, Yanghe, and others at only 20%-30% compared to the same period in 2025 [1][2] - Moutai's sales growth is in the single digits, while Wuliangye saw a 3%-4% increase in January-February. Guojiao's sales dropped nearly 25%, and Yanghe and others saw declines of about 15% [1][5] Inventory Levels - Inventory levels are high across many brands, with Guojiao, Yanghe, and others having 2-3 months of channel inventory. Moutai has about 10 days, and Wuliangye around 25 days, indicating ongoing pressure to reduce inventory [1][3][4] Pricing Trends - Pricing for Moutai is expected to range between 1,450-1,650 RMB, with Wuliangye maintaining above 780 RMB. Guojiao is around 850 RMB, while Water Well's 8th product has dropped to 267 RMB due to inventory pressure [1][7][8] Regional Performance - In the Anhui market, Gujing and Yingjia have payment collections around 45%, while Kuozi has less than 30%. Gujing's sales have declined by 10%-15%, and Kuozi's by nearly 40%, indicating intensified regional competition and shrinking profit margins [1] Contract Goals for 2026 - Wuliangye has signed contracts at 1.1 times last year's actual volume, Yanghe is flat, and Kuozi has reduced its target by over 20%. Moutai's premium products are now handled by select distributors, with a focus on the "i Moutai" sales channel [1][25][30] Consumer Behavior and Market Dynamics - Moutai's non-standard products have seen a decline in sales due to inventory changes, with current non-standard inventory covering about one month. The sales structure is lighter, indicating a healthier inventory state [6] - The premium segment for Moutai has improved, but channel motivation is still affected by historical losses. The supply method for premium products has changed, focusing on select distributors rather than broad distribution [7] Profitability and Margin Analysis - Guojiao's current pricing is around 840-850 RMB, with a significant drop in sales attributed to decreased liquidity in the wholesale market during the Spring Festival [11][12] - The profitability of Guojiao's distributors is not as favorable compared to Wuliangye, with Guojiao's distributors likely not making significant profits [13] Product-Specific Insights - The performance of specific products like Fenjiu's Qinghua series has seen a decline of about 10%, while other products have shown mixed results [5][15] - The pricing for Water Well's 8th product has significantly decreased, reflecting market pressures and inventory issues [18][19] Future Outlook - The overall sentiment in the Baijiu market indicates cautious optimism, with brands adjusting their strategies to cope with inventory pressures and changing consumer preferences. The focus will be on maintaining profitability while navigating competitive challenges [1][25][30] Additional Important Insights - The call highlighted the importance of regional dynamics, with varying performance across different markets, and the need for brands to adapt their strategies accordingly [10][28] - The impact of promotional activities and consumer incentives remains a critical factor in driving sales, particularly in a competitive landscape [9][36] This summary encapsulates the key discussions and insights from the conference call, providing a comprehensive overview of the current state and future outlook of the Baijiu industry.

Investment Rating - The investment rating for the essential consumer sector in China is "Outperform" for multiple companies including Kweichow Moutai, Wuliangye, and Yili Industrial Group [1]. Core Insights - The report highlights that among the eight key tracked essential consumer industries in February 2026, five maintained positive growth, while two recorded negative growth and one remained flat. The growing industries included frozen food, condiments, beer, catering, and soft drinks, while the declining industries included sub-high-end and above liquor and dairy products. The improvement in data is attributed to the increased number of Spring Festival holidays and heightened consumer enthusiasm for travel, which boosted demand for catering and supply chain products [3][35]. Demand Summary - In February 2026, five out of eight essential consumer industries showed positive growth, with frozen food, condiments, beer, catering, and soft drinks experiencing growth. Conversely, sub-high-end and above liquor and dairy products saw declines. The overall growth rate improved for seven industries compared to the previous month, primarily due to the Spring Festival holidays and increased consumer travel [3][35]. Price Summary - The report indicates that in February, the wholesale price of high-end liquor rebounded month-on-month, while sub-high-end and below liquor prices mostly fell. Discounts on liquid milk and condiments decreased, with average discount rates for liquid milk increasing by 4.7 percentage points and condiments by 1.2 percentage points compared to January. Convenience food discounts increased, while discounts for beer, soft drinks, and infant formula remained stable [4][36]. Cost Summary - In February, the spot cost indices for six categories of consumer goods generally fell, while futures cost indices mostly rose. The spot cost indices for soft drinks, instant noodles, frozen food, beer, condiments, and dairy products changed by -1.28%, -1.03%, -0.52%, -0.52%, +0.06%, and +0.27% respectively. Year-on-year changes for can, plastic, paper, and glass prices were +12.1%, -0.3%, -7.4%, and -17.7% respectively [4][37]. Capital Flow Summary - As of the end of February, the net inflow of Southbound Stock Connect funds was 80.32 billion yuan, an increase from 61.73 billion yuan in the previous month. The essential consumer sector's market value accounted for 5.86%, up by 0.04 percentage points from the previous month. The dairy industry represented 17.2% of the Southbound Stock Connect market value, while the food additive industry accounted for 14.4% [5][38]. Valuation Summary - At the end of February, the PE historical quantile for A-share food and beverage was 17% (20.5x), remaining stable from the previous month. The sub-sectors with lower quantiles included beer (1%, 20.6x) and liquor (12%, 18.3x). The median valuation for A-share food and beverage leaders was 22x, unchanged from the previous month [5][39]. Recommendations - The report suggests several favorable aspects for allocating essential consumption stocks, including increased international capital inflow into China, low institutional allocation levels, and the expectation of rising dividend rates. It recommends focusing on companies that align with fundamental and dividend yield improvement logic, such as Mengniu Dairy, Yili Industrial Group, and Tsingtao Brewery, as well as those favored by long-term institutional investors like Luzhou Laojiao and Kweichow Moutai [6][40].

Investment Rating - The investment rating for the essential consumer sector in China is "Outperform" for multiple companies including Kweichow Moutai, Wuliangye, and Yili Industrial Group [1]. Core Insights - The report highlights that among the eight key tracked essential consumer industries in February 2026, five maintained positive growth, two recorded negative growth, and one remained flat. The growing industries included frozen food, condiments, beer, catering, and soft drinks, while the declining industries included sub-high-end and above liquor and dairy products. The improvement in data is attributed to the increased number of Spring Festival holidays and heightened consumer enthusiasm for travel, which boosted demand for catering and supply chain products [3][35]. Demand Summary - In February 2026, five out of eight essential consumer industries showed positive growth, with frozen food, condiments, beer, catering, and soft drinks experiencing growth. In contrast, sub-high-end and above liquor and dairy products faced declines. The overall growth rate improved for seven industries compared to the previous month, primarily due to the Spring Festival holidays and increased consumer travel [3][35]. Price Summary - The wholesale price of high-end liquor rebounded month-on-month, while sub-high-end and below liquor prices mostly fell. Discounts on liquid milk and condiments decreased, with average discount rates for liquid milk increasing by 4.7 percentage points and condiments by 1.2 percentage points compared to January. Convenience food discounts increased, while discounts for beer, soft drinks, and infant formula remained stable [4][36]. Cost Summary - In February, the spot cost indices for six categories of consumer goods generally fell, while futures cost indices mostly rose. The spot cost indices for soft drinks, instant noodles, frozen food, beer, condiments, and dairy products changed by -1.28%, -1.03%, -0.52%, -0.52%, +0.06%, and +0.27% respectively. Year-on-year changes for can, plastic, paper, and glass prices were +12.1%, -0.3%, -7.4%, and -17.7% respectively [4][37]. Capital Flow Summary - As of the end of February, the net inflow of Southbound Stock Connect funds was 80.32 billion yuan, an increase from 61.73 billion yuan in the previous month. The essential consumer sector's market value accounted for 5.86%, up by 0.04 percentage points from the previous month. The dairy industry represented 17.2% of the Southbound Stock Connect market value, while the food additive industry accounted for 14.4% [5][38]. Valuation Summary - At the end of February, the PE historical quantile for A-share food and beverage was 17% (20.5x), remaining stable from the previous month. The sub-sectors with lower quantiles included beer (1%, 20.6x) and liquor (12%, 18.3x). The median valuation for A-share food and beverage leaders was 22x, unchanged from the previous month [5][39]. Suggestions - The report suggests several favorable aspects for allocating essential consumption, including increased international capital inflow into China, low institutional allocation levels, and the gradual recovery of industries like dairy and liquor. Recommendations for March include stocks that align with fundamental and dividend yield improvement logic, such as Mengniu Dairy, Yili Industrial Group, and Tsingtao Brewery, as well as those favored by long-term institutional investors like Luzhou Laojiao and Kweichow Moutai [6][40].