300元以下产品动销提升 白酒旺季进入“宴席时刻”

Core Insights - The white liquor consumption season has begun post the National Day and Mid-Autumn Festival holidays, showing an acceleration in sales compared to the off-season [1] - There is a significant shift in consumer behavior from ostentatious spending to more rational choices, leading to a structural differentiation in the market [4][9] Market Trends - Compared to the same period last year, the white liquor market is experiencing a "mild recovery" but remains "slightly weak" year-on-year [4] - The main sales price range for white liquor has shifted from 300-500 yuan to 100-300 yuan, indicating a downtrend in consumer spending [4][9] - High-end products priced between 500-800 yuan are facing challenges, while products under 300 yuan, especially staple liquors, are performing well [4][8] Sales Performance - Sales of staple liquors like Fenjiu and Niulanshan have been strong during the holiday season, while mid-to-high-end products are generally underperforming [7][8] - The price of Feitian Moutai has shown fluctuations, with a slight increase noted post-holidays, indicating ongoing demand for this high-end product [7] Consumer Behavior - Consumers are now purchasing based on need rather than bulk buying, showing increased price sensitivity and a preference for self-consumption [9][10] - The traditional consumption scenarios are evolving, with a decline in formal business banquets and a rise in casual settings like home drinking and social gatherings [10] Market Opportunities - The banquet market remains a critical area for growth, with a significant portion of white liquor sales still tied to events like weddings and business gatherings [11][12] - Companies are increasingly focusing on the banquet market through targeted product strategies and marketing campaigns to enhance brand visibility and sales [12][13] Strategic Focus - Companies are advised to refine their strategies in the high-end and mass banquet markets, increasing store coverage and innovating banquet policies to capture more market share [13]