外商感叹中国酒文化发生颠覆性变化，谁在远离酒杯？

Core Insights - The drinking habits in China are undergoing significant changes, with an overall decline in alcohol consumption, particularly among the younger generation who are reducing their consumption of traditional spirits and wines, although they are not completely abstaining from alcohol [2][3][4] Industry Trends - The demand for alcoholic beverages in China has decreased, becoming a hot topic at the recent International Wine and Spirits Fair in Hong Kong, with European producers expressing concerns over their wines being left unsold [2] - Data from Chinese customs indicates that wine imports peaked at approximately 552 million liters in 2017 but have since entered a long-term decline, with imports dropping to just over 165 million liters last year, which is less than 30% of the total from seven years ago [2] - The trend of declining wine imports is expected to continue, with both volume and value showing a downward trajectory in the first three quarters of 2025 [2] Consumer Behavior - Chinese consumers are shifting towards more affordable brands and are increasingly seeking discounted alcoholic products online, which poses challenges for global wine merchants, especially European producers who previously dominated the market [2] - The traditional wine culture in China is experiencing a disruptive change, with consumers now less interested in drinking out, making it harder for producers to sell high-margin products [2][3] Young Consumer Preferences - The rise of the younger consumer demographic is leading to a transformation in the consumption structure of the liquor industry, with many young people rejecting traditional drinking culture in favor of a more casual and equal drinking atmosphere [4] - A report indicates that the majority of young people dislike the formal drinking culture and prefer a mild intoxication experience, seeking lower-alcohol options that are more palatable [4] - The younger generation is moving away from the traditional "drinking games" and hierarchical drinking etiquette, viewing them as forms of social pressure, and instead favoring a more relaxed social environment [4][5]