2 1 Shi Ji Jing Ji Bao Dao·2025-12-20 08:10Core Viewpoint - The Chinese liquor industry is facing both challenges and opportunities as it enters the "14th Five-Year Plan" period, with a significant policy shift recognizing the liquor industry as a "historical classic industry" [2][3] Industry Policy Changes - The liquor industry has been historically classified as a restricted industry until 2020, when it was "unlocked" [2] - In October, the Ministry of Industry and Information Technology issued guidelines promoting the high-quality development of historical classic industries, further elevating the status of the liquor industry [2] - This policy change is seen as a major boost for the industry, providing a historical opportunity for development [2][3] Current Industry Challenges - The liquor industry is currently undergoing its fifth round of adjustment, with all segments, including leading brands, facing pressure [5] - The ongoing adjustment period is described as more complex and profound, with competition intensifying since 2021 [5] - There is a need for the industry to rethink existing consumption models, business models, product forms, and cultural expressions to innovate and adapt to modern demands [7][10] Shifts in Consumer Demand - The traditional consumption model is declining, with consumers increasingly seeking products that address their needs beyond just drinking [8][15] - The market is transitioning from functional consumption to emotional consumption, where consumers value cultural identity and emotional connections [15][16] - The rise of "self-pleasure" consumption is changing market dynamics, requiring companies to offer diverse product specifications and consumption methods [15][16] Future Directions for the Industry - The industry must balance tradition and innovation, ensuring that cultural values are preserved while adapting to modern consumer needs [16] - There is a call for the industry to leverage technology, cultural resonance, and ecological harmony to drive innovation [12][16] - The focus should be on creating new value propositions that resonate with younger consumers, moving from functional to emotional consumption [15][16] Events and Initiatives - The 2025 China International Famous Liquor Expo was held in Yibin, showcasing the integration of liquor and tourism [18][19] - Yibin has achieved significant milestones in liquor tourism, contributing 30% of revenue and 20% of profits with less than 5% of national production [19] - The expo aims to transform from an industry event to a city festival, promoting deep integration of liquor, culture, and tourism [18][19]