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搜狐酒馆第22期|蔡学飞:年轻化的核心是文化渗透而非讨好式营销

Core Viewpoint - The recent revision of the "Regulations on Strict Economy and Opposition to Waste by Party and Government Agencies" has significantly impacted the white liquor industry, particularly in reducing government-related consumption, which now accounts for less than 5% of the market [2][3]. Industry Impact - The initial market reaction to the new policy saw a short-term decline in liquor stocks, but the actual impact on sales is limited due to the high marketization of the industry and a stable brand landscape [3][4]. - The white liquor market is primarily driven by business and civilian consumption, with the industry facing challenges such as overcapacity and inventory issues rather than direct policy impacts [3][4]. Strategic Adjustments - Companies are advised to focus on civilian consumption scenarios, targeting markets such as weddings and other celebrations, while also enhancing their e-commerce strategies to reach consumers effectively [5][6]. - The shift towards e-commerce should involve breaking traditional distribution models and viewing e-commerce as a core channel rather than a supplementary one [6][7]. Consumer Trends - The industry is experiencing a trend towards younger consumers who are gravitating towards lower-alcohol beverages and new drink options, necessitating a cultural approach to engage this demographic [6][11]. - Companies should innovate in product offerings, emphasizing taste and health attributes, and consider developing smaller, more accessible products to attract younger audiences [11][12]. Internationalization Challenges - The internationalization of white liquor remains primarily within the Chinese community abroad, with future growth requiring a dual approach: leveraging national influence and adapting products to local tastes [12]. - The industry must learn from successful international beverage models, such as Japanese sake, to effectively penetrate non-Chinese markets [12]. Future Outlook - The white liquor industry is at a crossroads, with expectations for a recovery in the premium liquor segment by the end of 2025, driven by brand resilience and evolving consumer preferences [10]. - A focus on quality and innovation will be essential for the industry to navigate the current adjustment phase and achieve sustainable growth [12].