茅台不够卖，中间档卖不动，今年春节，没人再为“面子酒”买单了？

Core Insights - The Chinese liquor industry is undergoing a significant transformation, moving from "symbolic consumption" to "experiential value" in consumer behavior [3] Group 1: Market Feedback - High-end liquor, particularly Moutai, is experiencing a supply shortage, with prices increasing from 1500 yuan to 1700 yuan due to high demand [2] - The 100-300 yuan price range for "popular liquor" is seeing structural growth, with products like Tianzhilan and Langpai Tequ being sold out in stores [2] - The mid-range 300-800 yuan segment is struggling, with sales declining by 14%-20% as business banquets have not fully returned and consumers find it unappealing [2] Group 2: Consumer Behavior Changes - The shift in consumer spending indicates that liquor must be consumed rather than just purchased for status, as evidenced by a 400% increase in the opening rate of Qinghua Lang during the Spring Festival [3] - Instant retail services like Meituan and JD Daojia are becoming the norm, with consumers opting for quick deliveries rather than bulk purchases [3] - The year 2026 is viewed as the beginning of a long bottoming process for the liquor industry, reflecting a return to the true essence of liquor consumption [3]