2026春节酒市复盘：高端、次高端、大众酒反差迎来春节市场之最！

Core Insights - The liquor market did not experience the anticipated overall growth during the 2026 Spring Festival, instead showcasing a highly differentiated landscape with significant disparities in performance across different segments [1] High-End Market - The high-end liquor segment (priced above 800 yuan) remained robust, driven by brand value, gifting attributes, and preservation functions, which were amplified during the Spring Festival [4] - Moutai's bottle price rose from 1500 yuan to 1650 yuan, with the original box price stabilizing around 1700 yuan. Wuliangye's price increased from 760 yuan to the 800 yuan range, indicating strong demand in high-end banquet and gifting scenarios [6] - As of February 11, many Moutai distributors had completed 35%-40% of their annual payment plans, with sales in multiple regions increasing by 10%-20% year-on-year, demonstrating the resilience of core assets in the high-end market [6] Mid-Range Market - The mid-range liquor segment (priced between 400-800 yuan) faced significant challenges, with a decline in sales due to a shift in consumer focus from business gifting to home consumption and genuine gatherings. The estimated decline in this price range varied from 10% to 50% [7] - For instance, Gujing Gongjiu's products experienced single-digit declines, while its higher-end offerings saw declines exceeding 20% due to reduced business banquets. Many mid-range brands resorted to price cuts and promotions to capture limited market share, which compressed distributor profits and intensified price competition [9] Mass Market - The mass liquor segment (priced between 50-200 yuan) experienced explosive growth, with some products expected to see significant increases in market share during the Spring Festival. Sales in the 100-300 yuan price range were notably better than the previous year [10] - Consumer behavior shifted towards focusing on value-for-money products rather than high-priced brands, indicating a deeper transformation in consumption logic. This trend aligns with the rise of practical consumption and rational choices, which became the defining characteristic of this year's Spring Festival [12] - The market is evolving into a new structure where high-end and ultra-high-end products maintain brand image and pricing power, while mass-market products drive volume and cover basic consumption needs, leaving the mid-range segment increasingly squeezed [12]