销量显著承压，消费理性重塑格局｜双节调研·河南

Core Insights - The overall sentiment in the liquor market during the recent dual festival (Mid-Autumn and National Day) is one of disappointment, with many distributors reporting a significant decline in sales compared to previous years [3][5][6] - Despite the overall market pressure, certain segments, particularly high-value and cost-effective products, have shown resilience and even growth [4][10] Market Trends - Many distributors experienced a 20%-30% drop in white liquor sales during the dual festival, indicating a broader trend of declining consumer demand [4][5] - The market is characterized by a shift towards more affordable products, with the price range of 600 to 1000 yuan becoming a key sales driver [10] Consumer Behavior - Consumer confidence appears to be low, leading to a more cautious purchasing approach, particularly in the high-end segment where demand for premium gifts has decreased by approximately 20% [6][8] - The trend of rational consumption is evident, with consumers prioritizing value for money, which has pressured prices downward [9][10] Competitive Landscape - Intense competition among distributors has led to aggressive pricing strategies, with some opting to sell at lower prices to ensure quick returns [9][10] - Innovative marketing strategies, such as music festivals, have been employed by some companies to enhance consumer engagement and boost sales during the festival period [6][10] Regional Insights - The Henan market remains a strategic high ground for the liquor industry, with an annual consumption scale exceeding 600 billion yuan, showcasing its resilience and diverse product offerings [10][11] - Despite the challenges, some companies have managed to maintain or slightly increase their sales, indicating pockets of opportunity within the broader market downturn [6][10]