Bei Jing Shang Bao·2026-01-06 12:29Core Viewpoint - The Chinese liquor market is showing signs of recovery in 2026, particularly in the high-end and mid-range segments, driven by gifting and banquet demands during the New Year holiday season [1][4][8] Group 1: Market Trends - High-end liquor products, such as Wuliangye and Moutai, are prominently featured in supermarkets and liquor stores, indicating a shift in consumer preferences [4][6] - The price range of 300-500 RMB for mid-range products has become a sales powerhouse during the New Year, reflecting a dual demand from gifting and banquet markets [1][6] - Online channels are also witnessing strong sales of high-end liquor, with significant sales figures reported during live-streaming events [7] Group 2: Consumer Behavior - The liquor market is experiencing a transformation in consumer behavior, with a shift from excessive packaging to more rational consumption patterns [8] - The banquet market remains crucial for liquor sales, with a significant portion of consumption still tied to traditional gifting and business events [9] - The dual recovery in the market reflects both consumer rationality and the maturation of the market, with high-end products stabilizing and mid-range products gaining traction [8][10] Group 3: Future Opportunities - The liquor industry is expected to face a new normal characterized by rational consumption, channel flattening, and intensified competition [10] - Companies need to focus on niche markets and immediate retail channels to capture growth opportunities [10] - The instant retail market is projected to grow significantly, with estimates suggesting a market size of 720 billion RMB by 2025, indicating a competitive landscape for liquor companies [11]