90%的名酒在跌价，2026年酒企怎么活？

Core Viewpoint - The article discusses the significant changes in the Chinese liquor industry, particularly the white wine sector, highlighting a shift from a focus on brand prestige and social status to a more value-driven approach based on product quality and consumer experience [3][5][21]. Group 1: Industry Overview - As of early 2026, the white wine industry is undergoing a deep adjustment, with a notable decline in both revenue and profit across major companies, marking the first time in a decade that the industry has experienced consecutive quarters of double-digit declines [14][21]. - The average inventory turnover days for 20 listed liquor companies reached 1,424 days by the end of Q3 2025, indicating that some inventory may take nearly four years to deplete [10]. - The overall revenue for 20 A-share listed liquor companies in the first three quarters of 2025 was 3,177.79 billion yuan, a year-on-year decrease of 5.90% [14]. Group 2: Market Dynamics - The price system in the white wine market has collapsed, with the market price of premium brands like Moutai dropping below 1,600 yuan, a decline of over 15% for other high-end products [12][14]. - Over 99% of famous liquor prices have fallen, with average retail prices decreasing by more than 30% [12]. - The industry is witnessing a "devaluation of value," where consumers are no longer willing to pay for brands that do not deliver tangible quality or experience [16][18]. Group 3: Future Trends - The future of the liquor industry will be characterized by a "polarization" where companies must either provide "extreme experiences" or "precise value" to survive [8][21]. - High-end products will focus on exceptional craftsmanship and unique experiences, while lower-end products will cater to specific daily needs with high cost-effectiveness [25][29]. - The younger demographic is increasingly important, with 95 post-90s consumers making up only 18% of the white wine market, prompting a need for products that resonate with their lifestyle [25]. Group 4: Strategic Shifts - Companies are exploring new distribution models, such as direct-to-consumer sales, and are innovating product lines to meet changing consumer preferences [18][20]. - Regulatory changes are pushing for clearer labeling of production processes and ingredients, moving away from vague marketing strategies [18]. - The industry is transitioning from a focus on speculative investment to a more grounded approach centered on genuine consumer value and experience [21][31].