Sou Hu Cai Jing·2026-01-09 01:21Core Insights - The Chinese liquor industry is facing significant challenges, including oversupply, high inventory levels, and price declines, leading to a shift from "volume and price increase" to "price stabilization" strategies for survival [2][4][12] Group 1: Market Conditions - The white liquor market in 2025 is characterized by dual pressures of "price stabilization" and "inventory reduction," making it difficult for companies to navigate [2][3] - Major brands like Moutai and Wuliangye have seen significant price drops, with Moutai's price falling from over 2500 yuan to below 2000 yuan per bottle [4] - Inventory levels among 20 listed liquor companies reached 168.39 billion yuan, an increase of 19.29 billion yuan year-on-year, indicating a persistent upward trend in stock levels [4] Group 2: Industry Strategies - Companies are moving away from traditional inventory pressure tactics and are instead focusing on inventory reduction while balancing market prices [5][6] - A "price protection" strategy has emerged, with companies like Wuliangye reducing contract volumes by 0%-50% to stabilize prices [6] - The industry is implementing strict measures against counterfeit products and pricing chaos, with Wuliangye reporting 268 counterfeit bottles identified in a consumer service initiative [6][7] Group 3: Future Outlook - The focus for 2026 will be on channel profitability, with companies emphasizing the need for distributors to earn profits rather than relying solely on price margins [8][9] - Companies are exploring new markets through youth-oriented products and innovative retail strategies, aiming to adapt to changing consumer preferences [10][11] - The industry is expected to see gradual improvements in supply and demand dynamics, with analysts predicting a recovery in sales and pricing in the medium term [11][12]