Xin Lang Zheng Quan·2025-06-27 13:12Core Viewpoint - The Chinese liquor industry is undergoing a significant adjustment, with major companies shifting towards lower alcohol content products to cater to the preferences of younger consumers, who now account for over 60% of the market demand for low-alcohol beverages [1][2]. Group 1: Industry Trends - The trend of low-alcohol liquor is becoming increasingly prominent, with companies like Wuliangye and Luzhou Laojiao actively developing lower alcohol products [1][2]. - Wuliangye plans to systematically promote a youthful strategy by launching a 29-degree product, which was previously popular in the 1990s, indicating a revival of interest in lower alcohol options [1][2]. - Luzhou Laojiao has confirmed its commitment to developing lower alcohol products, reflecting a broader industry trend towards low-alcohol offerings [1][2]. Group 2: Market Dynamics - Despite a slowdown in growth for major liquor companies in 2024, the low-alcohol segment is experiencing a surge, with Luzhou Laojiao reporting that the sales proportion of low-alcohol products has increased from 15% to 50% [2]. - The China Alcoholic Drinks Association's report indicates a profound change in consumption structure, driven by the rise of younger consumer groups, particularly those born in the 1990s and 2000s [2][3]. - The low-alcohol market is projected to reach a scale of 74 billion yuan by 2025, highlighting its growing importance in the industry [3]. Group 3: Consumer Preferences - Young consumers are increasingly favoring lower alcohol content due to better taste and drinking experience, which aligns with their lifestyle and social needs [3]. - Companies are exploring innovative products to attract younger demographics, as traditional high-alcohol beverages often do not meet their preferences [3][4]. - The challenge remains for companies to shift long-standing consumer drinking habits, necessitating ongoing efforts in product promotion and market cultivation [3].