白酒在胖东来、山姆、盒马找到“新卖场”|行业风向标

Core Insights - The emergence of new retail formats, such as supermarkets like Fat Donglai, Sam's Club, and Hema, is reshaping the distribution channels for liquor, particularly for the Chinese liquor industry [2][3][5] - The collaboration between Fat Donglai and liquor companies, such as the launch of "Jiu Gui·Zi You Ai," indicates a shift towards self-operated liquor brands in supermarkets, which is becoming a clear trend in the industry [3][5] - The traditional liquor distribution channels are facing significant challenges, leading to a decline in sales and the need for liquor brands to adapt to new retail environments [9][10] Industry Trends - New supermarkets are leveraging their supply chain, pricing strategies, and brand partnerships to promote self-operated liquor products, creating new growth opportunities for the liquor sector [3][7] - The sales of self-operated liquor brands in new supermarkets are showing promising results, with Fat Donglai's "Bao Feng·Zi You Ai" achieving over 400 million yuan in annual sales within two years [3][5] - The trend of low-priced liquor is gaining traction, with products like the 9.9 yuan liquor from Aldi becoming popular among consumers, indicating a shift in consumer preferences towards affordable options [4][5] Market Dynamics - Traditional supermarkets are experiencing a decline, with major players like Carrefour and Yonghui closing numerous stores, which is impacting the availability of traditional liquor distribution channels [6][9] - The number of liquor distributors is decreasing, with a notable drop from 58,437 in 2023 to 56,747 in 2024, reflecting the challenges faced by traditional distribution models [9][10] - The rise of new retail formats is leading to a two-tier market for liquor distribution, where traditional channels are struggling while new supermarkets thrive [8][10] Consumer Behavior - Consumers are increasingly drawn to the affordability of liquor products in new supermarkets, with many offerings priced below 200 yuan, making them attractive alternatives to traditional brands [5][6] - The shift towards self-operated liquor brands in supermarkets is driven by consumer demand for high-quality products at competitive prices, which traditional channels are struggling to provide [7][10]