2 1 Shi Ji Jing Ji Bao Dao·2025-07-11 04:37Core Viewpoint - The Chinese liquor industry is experiencing a shift towards lower alcohol content products, with major brands like Wuliangye and Luzhou Laojiao introducing new low-alcohol offerings to cater to changing consumer preferences, particularly among younger generations [1][3][19] Industry Trends - The trend of low-alcohol liquor has gained momentum, with several companies planning to launch products with alcohol content below 40 degrees, including Luzhou Laojiao's 29-degree and 28-degree products, and Wuliangye's 39-degree offerings [1][2] - The historical context of low-alcohol liquor in China dates back over 50 years, with major brands having developed low-alcohol products since the 1970s [2][12] Consumer Preferences - A significant generational shift is occurring, with younger consumers (post-80s, post-90s, and post-00s) showing a preference for lower alcohol beverages, as evidenced by a survey where over half of respondents aged 25-35 preferred beer over liquor [3][19] - The demand for low-alcohol products is particularly strong in regions like North and East China, where products like 39-degree Wuliangye and 38-degree Guojiao 1573 have gained substantial market presence [3][16] Market Dynamics - Despite the growth of low-alcohol products, they still represent a small portion of the overall market, with only a few brands achieving significant sales figures, such as Guojiao 1573's 38-degree product reaching approximately 100 billion yuan in sales [3][19] - The industry is at a crossroads, with differing opinions on whether the low-alcohol trend is a sustainable shift or a temporary response to current market conditions [4][19] Future Outlook - The future of low-alcohol liquor in China hinges on whether companies can effectively engage younger consumers and create suitable drinking scenarios that align with their preferences [22][23] - The industry is urged to transition from a product-centric approach to a consumer-centric model, focusing on the evolving drinking habits of younger generations [23]