春潮启市白酒春节旺季价格带“分化而行”

Core Viewpoint - The Chinese liquor market is experiencing a shift in consumer preferences, with a notable increase in demand for products priced around 300 yuan, contrasting with previous years where high-end products priced at 1,000 yuan were more popular. This indicates a transition from scale expansion to competition within existing market shares as the industry adapts to changing consumer behavior [1][2][7]. Market Trends - Consumers are increasingly opting for mid-range liquor products, with many shifting from high-end options to those around 300 yuan due to better cost-performance ratios [2][3]. - The sales of products priced at 300 yuan have become the main focus in retail markets, while products priced above 800 yuan have also seen slight growth during the festive season [2][3]. - The overall market is witnessing a bifurcation, with both low-end (under 100 yuan) and high-end (over 800 yuan) segments gaining market share, while mid-range products face pressure [3][7]. Marketing Strategies - Major liquor companies are implementing various promotional activities to stimulate market activity, including gift card promotions and cash rewards for consumers [4][5]. - The focus has shifted from merely increasing cash flow to enhancing actual sales and reducing inventory through innovative marketing strategies [5][6]. Consumer Behavior - The upcoming Spring Festival is anticipated to boost liquor sales, with expectations of increased consumer gatherings and spending due to an extended holiday period [6][7]. - There is a notable trend of consumers prioritizing value for money, leading to a preference for products that meet both family and business gathering needs [2][6]. Industry Outlook - The liquor industry is undergoing a transformation, moving towards a dual competition model involving both channel-owned and manufacturer-owned products, which is expected to diversify the competitive landscape [7][8]. - The integration of new technologies and innovative retail channels is becoming crucial for liquor companies to adapt to evolving consumer demands and enhance sales effectiveness [8].