落寞的百荣，兴起的电商

Core Viewpoint - The Chinese liquor industry is undergoing significant transformation due to the rise of e-commerce, which is reshaping the production and sales logic as well as consumer ecology in the sector [1] Group 1: Market Dynamics - Zhengzhou Bai Rong World Trade Mall, the largest distribution center for Chinese liquor, is facing challenges, including a failed auction of a building with a starting price of 19.68 billion yuan, which has since dropped to 16.72 billion yuan after two unsuccessful attempts [2][3] - The mall hosts over 2,000 merchants and supplies products across 30 provincial regions, but it is experiencing increased vacancies, particularly in the liquor section [3][4] Group 2: Impact of E-commerce - Traditional liquor merchants are struggling due to the rise of e-commerce, with many businesses opting to sell directly to consumers, diminishing the role of wholesalers [6] - The emergence of platforms like Douyin (TikTok) has changed the landscape, with significant sales growth reported through live-streaming and social media channels [7][10] Group 3: Business Adaptation - Some liquor businesses are pivoting to e-commerce, with examples of successful entrepreneurs who have transitioned from traditional sectors to establish profitable online liquor brands [7] - Bai Rong is exploring new business models, including supplying liquor to social media influencers at a transparent cost, aiming to adapt to the evolving market [8] Group 4: Competitive Landscape - The liquor e-commerce sector is becoming increasingly competitive, with established players like JiuXian.com facing challenges from larger e-commerce platforms that offer aggressive pricing strategies [9] - JiuXian.com has reported a GMV exceeding 10 billion yuan in 2023, with a target of 15 billion yuan for 2024, largely driven by live-streaming sales [10]