商超白酒逆势火爆，胖东来、山姆等如何解锁“新增长极”？

Core Insights - The recent surge in the liquor market is driven by major retailers like Pang Donglai, Sam's Club, and Hema Fresh, rather than traditional sales channels [1] - The collaboration between Pang Donglai and Jiu Gui Jiu has resulted in the "Jiu Gui Jiu・Zi You Ai" series, priced at 200 yuan per bottle, which has seen explosive sales [1] - Sam's Club's "Jiang Jun Fen" liquor, priced at 115.9 yuan for a 950ml bottle, has achieved remarkable monthly sales, indicating the growing importance of supermarket channels in liquor sales [1] Market Trends - The explosive growth of supermarket liquor sales is not an isolated case, as liquor sales have become a norm in major supermarkets [1] - In 2022, the "Zi You Ai 1995" light bottle liquor from Pang Donglai and Baofeng Jiu consistently occupied a prominent position in liquor sections, contributing significantly to sales [1] - The "Jiang Jun Fen" product alone is expected to generate nearly 1 billion yuan in sales this year across Sam's Club and Costco [1] Consumer Behavior - Supermarket liquor's popularity is attributed to its precise targeting of consumer needs, with self-drinking and dining out becoming mainstream as business banquets and gifting scenarios decline [3] - Most supermarket liquor products are priced under 300 yuan, aligning with consumer demand for "daily drinking" options [3] - Retailers like Pang Donglai, Walmart, and Hema emphasize high cost-performance as a selling point to attract consumers [3] Retail and Production Collaboration - The success of supermarket liquor is also due to close cooperation between retail and production sectors [5] - Custom liquor products enhance differentiation for retailers, allowing them to improve profit margins and attract foot traffic through exclusive offerings [5] - For small and medium-sized liquor companies, supermarket channels provide a new pathway to navigate industry cycles, leveraging retail flow advantages and membership data to reach a broader audience [5] Industry Implications - The reverse growth of supermarket liquor offers new insights for the liquor industry, especially as traditional sales face challenges [7] - Supermarkets stand out by centering on consumer needs and enhancing consumer experience through new retail strategies [7] - A sales strategy focused on quality and cost-performance is emerging as a new trend in the liquor industry, suggesting that brands may need to move away from traditional paths and embrace new retail approaches [7]