Sou Hu Cai Jing·2025-08-03 02:38Core Viewpoint - The article discusses how major liquor companies are adjusting their marketing strategies in response to the pressures from the "strict alcohol ban," opting to exchange profits for sales volume through increased channel incentives and promotional activities [2][3][4]. Group 1: Industry Adjustments - Many liquor companies have begun to increase channel expenses to stimulate sales due to declining market demand, with some brands like Moutai and Wuliangye implementing measures such as halting supply to stabilize prices [3][9]. - A specific example includes a certain strong aroma liquor company that has raised its incentive for distributors from 50% to 70% for a new promotional activity, which has positively impacted sales enthusiasm at the terminal level [3][4]. - Other brands, such as Moutai and Xijiu, are also employing various strategies to boost sales, including selling discount coupons and reintroducing promotional activities [4][6]. Group 2: Market Dynamics - The increase in sales expenses is seen as a necessary response to a significant drop in sales volume, with some companies experiencing declines of 30-50% in the second quarter [9][10]. - Analysts suggest that these strategies are defensive measures aimed at digesting inventory and boosting terminal sales, ultimately to maintain market share and sales volume [9][10]. - The reliance on channel subsidies raises concerns about potential disruptions to the market price system and long-term stability for companies [10][11]. Group 3: Future Considerations - While short-term incentives may alleviate inventory pressure, companies must carefully balance expense investments with profit margins to ensure sustainable growth [10][11]. - The effectiveness of these new strategies remains uncertain, as the industry is currently in a low season, and the long-term impact on brand value and market dynamics will require ongoing observation [11].