KWEICHOW MOUTAI(SH:600519) Sou Hu Cai Jing·2025-12-18 07:12Core Insights - The liquor live e-commerce industry has transitioned from an early stage of traffic dividends to a new phase centered on "omni-channel marketing" by 2025, requiring higher comprehensive operational capabilities from liquor companies [2][3] - The key to success in this competitive landscape lies in creating internet logic-compliant blockbuster products, building an IP matrix to reduce customer acquisition costs, and achieving refined operations [2][4] Industry Trends - The current trend in liquor live e-commerce is moving towards a comprehensive model that integrates public domain live streaming, private domain operations, influencer distribution, brand communication, and offline sales, forming a unified "brand-effect-sales" approach [3] - The industry is witnessing a shift from incremental competition to stock and even shrinkage competition, driven by changes in consumer demographics and consumption scenarios [10] Marketing Strategies - Successful liquor brands are focusing on creating high-appeal products tailored for online sales rather than simply transferring unsold offline products to the online space [4] - Brands are advised to leverage market trends, such as price fluctuations of high-end products like Moutai, to generate online traffic while maintaining a focus on long-term brand value and product scarcity [6][7] Operational Insights - Companies are encouraged to develop a "super IP matrix" to achieve low-cost and efficient brand communication and customer acquisition, utilizing key individuals within the organization as powerful communication carriers [9] - The operational efficiency in online sales is crucial, emphasizing the importance of data-driven and refined operational capabilities to engage consumers quickly [4][11] Consumer Engagement - Understanding consumer psychology is vital, especially during price fluctuations, where consumers may hesitate to purchase during price drops, necessitating a focus on long-term brand value rather than short-term price promotions [7] - The combination of precise content hooks and brand-aligned scenarios is essential for attracting traffic while preserving brand value [5] Future Outlook - The future competition in the liquor industry will hinge on talent that understands new internet technologies and marketing models, with traditional companies needing to adapt to the changing landscape [10] - The integration of brand promotion and sales conversion through data-driven strategies is feasible and represents a key direction for companies in the liquor live e-commerce space [12]