Xin Lang Cai Jing·2025-09-15 03:22Core Insights - The article discusses the ongoing price war in the liquor industry, particularly in the e-commerce sector, leading to a significant drop in the average prices of various alcoholic beverages [1][2] - The data indicates a shift in consumer purchasing behavior towards lower-priced products across different categories, including baijiu, beer, and wine [4][6] Baijiu Market - In August, the sales distribution of baijiu on Kuaishou showed a decline in the 100-800 yuan price range, with the 100-300 yuan, 300-500 yuan, and 500-800 yuan segments dropping by 5%, 7%, and 1% respectively [2] - Conversely, the share of sales for baijiu priced below 100 yuan increased from 20.92% to 26.52%, while those above 800 yuan rose from 8.76% to 16.96% [2] - The top-selling baijiu brands in the 800 yuan and above category included Jinhuijiu and Wuliangye, indicating a growing demand for premium brands, although the majority of sales still came from private label or smaller brands [3] Beer Market - The proportion of beer sales priced below 100 yuan surged from 63.11% to 81.16%, while the 100-300 yuan segment fell from 36.67% to 17.42% [4][5] - The price sensitivity of consumers in the beer category has increased due to the ongoing price wars, leading to significant price reductions [5] - Major brands like Qingdao Beer and Heineken remain popular, alongside a growing interest in craft beers [5] Wine and Huangjiu Market - The sales of wine on Kuaishou remained stable, with 41.49% of sales occurring in the under 100 yuan category, slightly up from 39.27% [6] - Lafite continues to dominate the wine market, particularly in the 800 yuan and above segment, where it holds four out of the top five positions [6] - Huangjiu sales also reflected a downward price trend, with the under 100 yuan category rising from 15.73% to 21.13% [7] Overall Market Trends - The overall trend in the liquor market is a downward shift in consumer prices, influenced by the rise of new sales channels and e-commerce platforms [8] - Major brands are increasingly focusing on instant retail channels to attract younger consumers, indicating a significant shift in industry dynamics [8]