用户第一 客户至上： 华致酒行的新零售进阶之路

Core Insights - The Chinese liquor industry is undergoing a significant structural transformation, shifting from a scale expansion phase to a value reconstruction phase, driven by intensified consumer segmentation, diverse demand scenarios, and the impact of digitalization [1][2][3] Industry Overview - The industry is characterized by a "volume decline, profit increase" trend, with production expected to fall below 3.9 million kiloliters by 2025, while total profits may reach 270 billion yuan [2] - The market share of leading liquor companies continues to rise, exacerbating the Matthew effect [2] Consumer Behavior Changes - The high-end liquor market (priced above 800 yuan per bottle) is projected to exceed 450 billion yuan by 2025, driven by an increase in high-net-worth individuals [2] - Middle-income consumers are becoming more rational, shifting towards mid-range products, while Generation Z contributes 35% of sales in the under 100 yuan price segment, promoting innovation in lower-alcohol and flavored products [2] - The proportion of business banquets in liquor consumption has decreased to around 40%, with family gatherings and social events gaining prominence, necessitating more precise channel coverage [2] Competitive Landscape - The competition in the liquor distribution sector has shifted from traditional channel-based strategies to user-centric value competition, emphasizing the need for companies to transition from "selling products" to "managing users" [3] - Companies like Huazhi Wine are increasing investments in consumer-facing operations, viewing user asset construction as a long-term competitive barrier [3] Huazhi Wine's Strategic Initiatives - Huazhi Wine has built a robust foundation with over 2,000 stores, 4,000 global wine resources, and a modern logistics system, positioning itself to adapt to industry changes [5][7] - The company is focusing on enhancing store quality and structure rather than merely expanding in number, implementing a "one store every 3 kilometers" strategy to cover various consumption scenarios [7] - Huazhi's brand experience upgrade aims to transform stores into emotional touchpoints between brands and users, enhancing user loyalty and reinforcing brand professionalism [7] Value Ecosystem Development - Huazhi Wine is constructing a BC integrated value ecosystem through channel deepening, user engagement, and service empowerment, emphasizing a user-centric strategy [8][10] - The company has developed a three-business matrix ("Huazhi Wine + Huazhi Famous Wine Library + Huazhi Selection") to cover different consumer scenarios and demographics [8] - The focus on empowering franchisees through comprehensive support systems, including supply chain stability and operational guidance, enhances the competitiveness of B-end stores [10][11] Service and Operational Enhancements - Huazhi's service capabilities have evolved from basic product authenticity to a comprehensive support system that links B-end and C-end value [11] - The "New Retail 3+" model integrates product and service offerings, enhancing customer engagement and facilitating seamless online and offline interactions [13] - The implementation of digital tools, such as e-commerce live streaming, allows for effective C-end user engagement, creating a win-win situation for both B-end and C-end operations [13]