每经热评 | 白酒行业“保卫战”，重点不应是“保价格”

Core Viewpoint - The Chinese liquor industry is experiencing a significant price decline, particularly in high-end products, leading to a challenging environment for major brands like Moutai and Wuliangye [1][2]. Group 1: Price Trends and Market Response - The price of Moutai has fallen below the official guidance price of 1499 yuan, while Wuliangye's price has dropped to 850 yuan, creating a notable price inversion [1]. - Major liquor companies are initiating price protection strategies, with Moutai planning to reduce the allocation of non-standard products and Wuliangye lowering its dealer price to 900 yuan per bottle [1][2]. Group 2: Industry Challenges - The liquor industry is facing a structural issue with a significant amount of inventory, which continues to suppress price movements despite recent price rebounds [2]. - The industry's problems are not limited to lower-tier brands but are pervasive across all levels, including top-tier brands, due to changing consumer demographics and shrinking core consumption scenarios [2][3]. Group 3: Long-term Solutions - Companies need to shift their focus from short-term revenue maximization to long-term sustainable growth, ensuring that management changes do not alter strategic goals [4]. - There is a need to redefine brand positioning and target consumer groups, adapting to the trend of moving from business banquets to broader consumer markets [4]. - A revolutionary change in the channel system is necessary, moving away from traditional structures to empower retailers and enhance consumer experiences [4][5]. Group 4: Industry Outlook - The current price adjustments represent both a cyclical pain and an opportunity for transformation in the development model of the industry [5].