酒水消费凸显“品牌价值”，天猫618核心酒水品牌增长72%

Group 1 - The core viewpoint of the articles highlights a significant surge in alcohol consumption during the Tmall 618 shopping festival, with various categories such as Chinese liquor, wine, yellow wine, and foreign liquor experiencing rapid growth [1][5][7] - From May 13 to May 26, the first phase of Tmall 618 saw a 72% year-on-year increase in core alcohol brands within the Taobao ecosystem, with domestic liquor, wine, and yellow wine achieving double-digit growth [1][5] - The trend of "self-consumption" is emerging, particularly among younger consumers, as evidenced by the substantial growth in sales of domestic liquor brands during Tmall 618 [5][6] Group 2 - Specific brands such as Jian Nan Chun, Luzhou Laojiao, and Langjiu reported remarkable year-on-year growth rates of 284%, 433%, and 90% respectively during the first phase of Tmall 618 [5] - The proportion of new customers in the alcohol category reached 70% over the past year, with users aged 18-29 exceeding 10 million, accounting for 30% of total users [5] - The Australian wine brand Penfolds achieved a 408% year-on-year sales increase during Tmall 618, ranking second among core alcohol brands in the Taobao ecosystem [6] Group 3 - Live streaming has become a major driver for the growth of alcohol sales, particularly for domestic liquor, with overall live streaming sales in the alcohol category increasing by 20% year-on-year during Tmall 618 [7] - The simplification of platform operations and enhancement of efficiency have contributed to the explosive growth of alcohol brands during the first half of Tmall 618 [7] - The participation of brands in promotional activities, such as Gujing Gong's involvement in Tmall Super Member Day, resulted in a 51% increase in store sales compared to the previous year [5][6]