Sou Hu Cai Jing·2026-01-08 07:21Core Insights - The mismatch between the supply of alcoholic products and the new consumer demand has become a core pain point in the current liquor industry development [2] - The emerging consumer group represented by Generation Z exhibits diverse demands and value propositions, while the white liquor market faces widespread product homogenization, leading to intensified price competition among companies [2] Industry Trends - Three core trends are emerging in the consumer market: 1. Delayed painful consumption and the explosion of enjoyable consumption, with young consumers postponing high-pressure expenditures and embracing immediate gratification through experiences like trendy toys and travel [4] 2. The decline of follower consumption and the rise of self-satisfying consumption, where new consumers prioritize products that reflect personal interests over mere brand symbolism [4] 3. The emotional economy reshaping product value logic, with successful brands focusing on emotional value rather than just functional attributes [4][6] Brand Strategy - Brands need to deeply understand the real needs of different consumer segments and establish refined user insights to accumulate core users and reputation before achieving broader growth [3][7] - The traditional one-way consumer education model is ineffective; brands must adopt a companion-like relationship with consumers to build long-term connections [7][9] - The perception of brands among new consumers has shifted from a hierarchical view to a desire for equal communication and emotional resonance [7] Product Value Reassessment - The value of liquor brands must transition from being symbols of status to cultural carriers, focusing on emotional expression and taste rather than mere identity capital [9] - The demand for personalized consumption is rising, making broad and generic strategies less effective; brands should adopt targeted approaches to meet specific consumer needs [9]