Sou Hu Cai Jing·2025-11-09 21:12Core Viewpoint - The high-end liquor market is undergoing significant changes, but it is expected to experience "structural expansion" after adjustments, driven by the recognition of "historical classics" in the industry [3][4]. Group 1: Historical Significance - The Ministry of Industry and Information Technology has included traditional industries such as liquor in the "historical classic industries" directory, signaling a strong endorsement for high-end liquor [3]. - The inclusion of liquor in historical classic industries aims to enhance the value of high-end liquor through cultural and historical empowerment, potentially reshaping the market and competitive landscape [3][4]. Group 2: Market Dynamics - The consumer base and market logic for high-end liquor are fundamentally changing, moving away from past associations with vulgarity and corruption towards a redefined value proposition [3][4]. - High-end liquor is expected to transition from being a "vulgar social currency" to a "classic cultural carrier," seeking high-end positioning through traditional culture and history [5]. Group 3: Marketing Strategies - High-end liquor will shift from mass marketing to "timeless marketing," leveraging historical, cultural, and geographical narratives to achieve brand and market synergy [5]. - Brands that successfully decode traditional classics will gain competitive advantages, while the market will see a redefined "classic scene" that merges traditional and modern elements [5][6]. Group 4: Market Concentration - The high-end liquor market is becoming increasingly concentrated, with a few dominant brands controlling 90% of the market share, particularly in the large single product category [6]. - Future differentiation in high-end liquor will likely occur in the realm of "high-end cultural creativity," with brands like Jian Nan Chun and Lang Jiu making significant strides in this area [6].