Nan Fang Du Shi Bao·2025-12-31 00:19Core Viewpoint - The white liquor industry is increasingly leveraging concert sponsorships as a marketing strategy to boost sales and brand value amidst high inventory and declining profits, raising questions about the effectiveness of such investments in driving actual sales [2][7]. Group 1: Marketing Strategies - Major liquor companies like Wuliangye and Luzhou Laojiao are sponsoring concerts to enhance brand visibility and engage consumers, with over 20 concerts planned for 2025 [2][3]. - The "buy alcohol, get concert tickets" model is a key tactic, allowing companies to directly link product purchases to concert attendance, thereby driving sales [5][6]. Group 2: Industry Challenges - The white liquor industry faces significant challenges, with inventory levels reaching 168.39 billion yuan, a year-on-year increase of 19.29 billion yuan, indicating ongoing inventory pressure [3]. - A survey revealed that 58.1% of distributors reported increased inventory, and over 40% faced cash flow pressures, highlighting the financial strain on the distribution network [3][4]. Group 3: Effectiveness of Concert Sponsorships - While some companies report increased sales from concert sponsorships, others struggle to see a return on investment, with risks of inventory not being effectively sold but merely transferred [7][8]. - The cost of sponsoring concerts can be substantial, with expenses for a single event easily exceeding 5 million yuan, posing a risk for smaller companies [7]. Group 4: Future Outlook - As the industry shifts from growth to competition for existing market share, companies must focus on long-term brand value rather than short-term sales boosts to achieve sustainable growth [8].