双节白酒市场观察：动销下滑约20%，大众酒销量领跑，即时零售赛道异军突起

Core Insights - The overall performance of the liquor market, particularly for baijiu, is experiencing a downturn during the holiday season, with expected sales volume declining by approximately 20% compared to last year [2] - Consumer behavior has shifted towards more rational purchasing, with a noticeable decrease in bulk buying and heightened price sensitivity [2] - The demand for high-end and business gifting has not recovered as quickly, while the impact of local "alcohol bans" continues to affect consumption patterns [2][4] Group 1: Market Performance - The sales of mass-market liquor are outperforming high-end and mid-range products, with mass products benefiting from strong demand for banquet consumption [2] - High-end brands like Moutai are experiencing growth, with sales volume increasing by 15% to 35% in certain regions before the holiday [2] - Mid-range liquor, priced between 500 to 1000 yuan, is facing significant challenges, with double-digit sales declines due to pressure from both high-end and mass-market segments [3] Group 2: Sales Channels - Offline retail stores are seeing decreased foot traffic, while online sales are booming, with platforms like JD.com reporting significant sales during promotional events [5][6] - Meituan's flash sales showed an approximately 800% year-on-year increase in baijiu sales, with major brands achieving daily sales exceeding 10 million yuan [6] - The success of online sales is attributed to competitive pricing and fast delivery, aligning with consumer preferences for convenience and value [6]