中秋国庆一线调研：“禁酒令”余威未散，经销商断臂求生

Core Insights - The overall performance of the liquor industry has declined significantly, with many businesses reporting a drop of over 20% during the recent holiday season [2][4] - The traditional sales pattern of maintaining customer relationships in off-peak seasons and profiting during peak seasons has been disrupted, leading to increased anxiety among liquor distributors [2][4] - High-end liquor sales, particularly those priced above 500 yuan, have seen a drastic decline due to macroeconomic factors and restrictions on alcohol consumption [2][4] - Group purchasing, which was once a major sales channel, has been severely impacted, with sales dropping from over 100,000 cases to nearly zero in some cases [4][5] - Despite the challenges, companies are adapting by adjusting product offerings and focusing on maintaining cash flow [7][10] Industry Performance - Many liquor distributors reported that the sales during the recent holiday season were 30% lower compared to previous years, despite being better than the first half of the year [2][4] - The market for mass-market liquor priced below 300 yuan has performed relatively well due to strong demand during family gatherings and social events [4][8] - The overall sentiment in the industry is one of cautious optimism, with companies striving to survive and adapt to the changing market conditions [5][11] Strategic Adjustments - Companies are implementing strategies to stabilize their cash flow by reducing inventory and focusing on established brands rather than new products [7][8] - Some distributors are optimizing their workforce by reducing market personnel by up to 30% to ensure operational efficiency [10] - There is a call for innovation in promotional activities, as current strategies have become too homogeneous and less effective [10][11] Future Outlook - The liquor industry is undergoing a deep adjustment, but there remains a strong determination among distributors to navigate through the challenges and continue to serve consumers effectively [10][11] - As restrictions on alcohol consumption gradually ease, there is hope for a recovery in the restaurant channel and overall market [10]