京东超市发布双11酒类销售排行榜，茅台占据双榜首

Core Insights - The report highlights a significant increase in liquor sales on JD Supermarket during the 11.11 shopping festival, with overall liquor sales growing by 18% year-on-year and self-operated sales increasing by 32% [1] - Notably, the sales of self-operated baijiu (Chinese liquor) surged by 35%, indicating a strong market demand for this category [1] - Moutai, a leading brand, saw a 24% increase in transaction volume, with the 1L bottle of Feitian Moutai experiencing an impressive 80% growth in sales [1] Sales Performance - Overall liquor sales on JD Supermarket reached new highs, with a year-on-year growth of 18% [1] - Self-operated sales grew by 32%, while self-operated baijiu sales increased by 35% [1] - Local specialty liquor sales also saw a 30% increase during the same period [1] Brand Insights - Moutai ranked first in both user preference and aged liquor sales, showcasing its dual appeal in consumer and investment markets [1] - The strong performance of Feitian Moutai reflects high-end consumers' preference for products with "scarcity attributes and high recognition" [1] - The sales growth of aged liquor reinforces its status as a hard currency in the secondary market, highlighting its time value [1] Consumer Trends - The popularity of large-sized products, such as the 1L Feitian Moutai, indicates a new demand for value expression in gifting and collecting scenarios [1] - The auction activity for aged liquor gained significant attention, with 150 million online exposures and 63,000 participants, reflecting consumer interest in exclusive time-point products [9]