习酒新品首推“先货后款” 是酒企破局妙招还是冒险一搏？

Core Viewpoint - The introduction of the "pre-delivery payment" model by Xijiu represents a significant shift in the traditional white liquor industry, aiming to alleviate pressures on distributors and adapt to market changes during a period of industry adjustment [1][2][8]. Group 1: New Business Model - Xijiu's new product, "Craft Xijiu," is priced at 198 yuan, targeting the mass market and employing a "pre-delivery payment" strategy, which is a departure from the traditional "payment before delivery" model [1][5]. - This model shifts the financial burden from distributors to manufacturers, allowing distributors to act as "promotion service providers" rather than "stockpilers," thus changing their profit mechanism from "price difference" to "commission" [2][3]. Group 2: Market Conditions - The white liquor industry is currently facing challenges such as high inventory levels, price inversion, and sluggish sales, prompting companies like Xijiu to explore new strategies [2][4]. - Nearly 60% of liquor companies and distributors have reported reduced profit margins, with over 40% experiencing cash flow pressures, indicating a need for innovative approaches [3][4]. Group 3: Potential Challenges - While the "pre-delivery payment" model reduces upfront costs for distributors, the challenge lies in effectively cultivating the market for new products, as their sales performance remains uncertain [4][9]. - The success of this model depends on the manufacturer's ability to maintain control over pricing and market dynamics, as well as the effectiveness of the commission structure in motivating distributors [8][9]. Group 4: Industry Outlook - Industry experts express a cautious outlook on the "pre-delivery payment" model, suggesting that it may not lead to immediate widespread changes across the industry, but could inspire similar trials among other brands if successful [7][8]. - The long-term viability of this model hinges on the manufacturer's capacity to engage consumers and stimulate demand, as mere product placement does not guarantee sales [9].