聚焦双十一｜又想电商增量，又怕电商乱价？白酒企业面临两难局面

Core Insights - The rise of e-commerce has created both opportunities and challenges for the liquor industry, particularly for baijiu companies, as they seek to navigate low-price competition while trying to capture new market growth [1][2][6] Group 1: E-commerce Opportunities and Challenges - E-commerce has become a focal point for baijiu companies as traditional sales channels continue to decline, prompting a shift in strategy towards online platforms [2][6] - Despite the overall sales decline of approximately 25% during the recent holiday seasons, e-commerce platforms have seen significant growth, with sales on platforms like Meituan increasing by about 800% year-on-year [6] - The rapid growth of online sales is attributed to changing consumer habits and the ability of e-commerce to reach a broader audience, breaking traditional regional market barriers [6][7] Group 2: Price Competition and Market Dynamics - The aggressive pricing strategies employed by e-commerce platforms have led to a significant drop in prices for premium baijiu brands, with some products being sold below wholesale prices [7][9] - Baijiu companies are struggling to maintain their brand value as online low-price promotions undermine established pricing structures, leading to concerns about long-term profitability [8][9] - The current market dynamics are characterized by an oversupply of baijiu, which has allowed e-commerce platforms to operate outside the control of liquor companies, exacerbating the pricing conflict [8][9] Group 3: Future Outlook - Industry experts predict that the e-commerce market share for liquor sales could exceed 30% within the next three years, indicating a significant shift in the distribution landscape [6] - The ongoing tension between liquor companies and e-commerce platforms suggests that unless there is a collaborative approach to pricing and distribution, the conflict over low-price competition will persist [9]