从“低价引流”到“即时零售” 白酒“6·18”渠道融合再提速

Core Insights - The traditional e-commerce ecosystem for liquor, built by platforms like JD.com, Tmall, and Taobao, is being disrupted by the entry of instant retail, leading to a shift from low-price strategies to rapid delivery during the "6·18" shopping festival [1][3][11] - Online sales of liquor have seen significant growth, with major brands reporting substantial increases in sales and user engagement during the promotional period [3][4][12] - The competition between online and offline channels is intensifying, with offline retailers struggling against price wars driven by online platforms [7][10] Online Sales Growth - As of May 27, 2023, JD.com reported a 200% year-on-year increase in sales of aged liquor, with user growth at 350% [3] - Major brands like Wuliangye and Moutai also saw sales increases of 170% and 200% respectively, with Moutai's high-end series growing threefold [3][4] - Tmall's first phase of "6·18" saw core liquor brands grow by 72%, with some brands like Jian Nan Chun and Luzhou Laojiao experiencing sales growth of 284% and 433% respectively [4] Price Competition and Impact - The price war initiated by e-commerce platforms has led to significant price reductions for liquor products, with some prices falling below wholesale costs [5][9] - For example, Moutai 1935 was priced at 892 yuan on Tmall, but during "6·18," it dropped to 758 yuan, showcasing the aggressive discounting strategies employed [5][9] - The pressure from online pricing strategies is causing financial strain on traditional distributors and retailers, with many facing tight cash flow situations [9][10] Channel Dynamics - The entry of instant retail is reshaping the liquor market, with platforms like Meituan Shanguo reporting a 200-fold increase in liquor sales during the promotional period [4][6] - The traditional distribution model is under threat, with predictions that many small liquor stores may exit the market in the next 3-5 years due to the competitive pressure from e-commerce [10][11] - Despite the challenges, some distributors are adapting by establishing their own online stores or becoming third-party suppliers for e-commerce platforms [10][11] Future Trends - The liquor industry is moving towards a model that integrates online and offline channels, emphasizing the need for a balanced approach to maintain brand presence and consumer engagement [10][13] - The shift in consumer behavior towards more fragmented drinking occasions is prompting liquor companies to innovate in product design and marketing strategies [13][14] - The future success of liquor brands will depend on their ability to adapt to changing consumer preferences and effectively leverage both online and offline sales channels [12][13]