白酒巨头集体降度“服软”，能否“拿捏”年轻人

Core Insights - The low-alcohol liquor segment has become a focal point in the industry, with many companies actively developing products with alcohol content below 30 degrees [2][4] - The shift towards low-alcohol products reflects the industry's anxiety over growth challenges, as traditional high-alcohol liquor faces declining consumption due to changing consumer habits and regulatory policies [2][4] Industry Trends - Major brands like Wuliangye and Gujinggong have launched new low-alcohol products, indicating a trend towards lower alcohol content in response to market demands [2][3] - The implementation of the revised "Strictly Enforce Savings and Oppose Waste Regulations" in May 2025 has influenced drinking scenarios, pushing consumption towards more casual settings [2][4] Consumer Behavior - Younger consumers, particularly those born in the 1990s and 2000s, are becoming the main market force, showing a preference for lower alcohol content and diverse drinking options [3][4] - A report indicates that only 11.2% of young consumers prefer beverages with an alcohol content above 30 degrees, prompting companies to target this demographic with low-alcohol, fashionable products [3][4] Market Challenges - Despite initial enthusiasm for low-alcohol products, sales data shows mixed results, with some brands performing well while others struggle to gain traction in both online and offline channels [4][5] - Industry experts caution that simply lowering alcohol content may not be sufficient to attract younger consumers; a comprehensive approach involving brand positioning and marketing strategies is necessary [4][5] Historical Context - The current trend of low-alcohol products mirrors a similar movement in the 1970s and 1980s, but the market shifted back to high-alcohol products in the 1990s [2][6] - Previous attempts at youth-oriented products, exemplified by brands like Jiangxiaobai, have seen many competitors exit the market, raising questions about the sustainability of the current low-alcohol trend [6]