中国啤酒市场正在经历一场前所未有的高端化革命。2022年初，青岛啤酒推出超高端新品"一世传奇"，标价1399元/瓶(1.5升)，价格直逼53度500毫升飞天 茅台的市场指导价。令人意外的是，这款千元啤酒现在的销量相当可观。 青岛啤酒董事长黄克兴在业绩说明会上透露："在今年一季度，公司的百年之旅、百年鸿运、一世传奇三款超高端产品销量近20万瓶，目前一世传奇产品 仍然供不应求。"这并非孤例，早在2021年上半年，华润雪花啤酒就推出了超高端新品"醴"，定价999元/盒(2瓶)，单瓶价格接近500元。百威啤酒也不甘落 后，在电商平台上线了"百威大师传奇"798ml虎年限量版啤酒，售价高达1588元/瓶。 这些超高端啤酒产品的集中涌现，标志着中国啤酒行业从价格战转向价值战的战略转型。青岛啤酒自2018年以来就多次对旗下产品提价，纯生、经典、白 啤等售价提升5%-13%不等，随后又加快了奥古特、IPA、琥珀拉格等产品的发展步伐。上线千元啤酒后，青啤以"提价+产品结构升级"的方法推动高端化 已然成为战略明牌。华润雪花啤酒同样在2018年开始向高端转型，推出了勇闯天涯SuperX、匠心营造、马尔斯绿等一系列中高端啤酒品牌，2 ...

Core Viewpoint - The Chinese liquor industry is currently in a period of adjustment, with leading companies focusing on "steady development" as their primary strategy amidst challenges such as slowing consumer demand and intensified competition [2][3][6]. Group 1: Financial Performance and Dividends - Major liquor companies like Moutai, Wuliangye, and Yanghe are showing a trend of increasing dividend amounts and ratios, reflecting their strong financial performance and commitment to shareholder returns [7][8]. - Moutai plans to distribute a total cash dividend of 646.72 billion yuan for 2024, with a distribution rate of around 80% [7]. - Wuliangye announced a record high total dividend of 223 billion yuan for 2024, with a dividend yield of 4.9%, and committed to maintaining a dividend ratio of no less than 70% from 2024 to 2026 [7][8]. - Luzhou Laojiao has also set a three-year cash dividend plan, with rates increasing from 65% to 75% over the next three years [8]. Group 2: Strategic Focus and Market Positioning - The keyword for the liquor industry in 2025 is "stability," as companies prioritize maintaining market share and quality over rapid growth [3][6]. - Wuliangye reported a revenue growth of 7.09% and a net profit growth of 5.44% for 2024, continuing its trend of steady growth for ten consecutive years [5]. - Shanxi Fenjiu emphasized the shift in competition from speed to quality, focusing on stabilizing markets, channels, and prices [5]. Group 3: International Expansion - Moutai's international revenue reached 5.189 billion yuan in 2024, marking a significant milestone in its global strategy, which includes transitioning from product export to brand and cultural promotion [9]. - Wuliangye has successfully opened 21 new overseas markets and established 29 new distributors, enhancing its international presence [10]. - Fenjiu is implementing a differentiated international strategy, successfully filling market gaps in 11 countries and increasing its overseas revenue by over 50% [10]. Group 4: Product Innovation and Market Trends - The trend towards lower alcohol content beverages is gaining traction, with several leading companies, including Moutai and Wuliangye, planning to launch low-alcohol products to cater to younger consumers [13][16]. - Moutai has introduced a blueberry sparkling wine and is actively recruiting distributors to capture more market share in the low-alcohol segment [16]. - The industry is recognizing the need to adapt to changing consumer preferences, with companies exploring new product lines to meet diverse market demands [16].

再说说这白酒行业自己的"内卷"。以前白酒市场那是相当火爆，好多人瞅准了商机，一窝蜂地开酒厂。一时间，大大小小的酒厂如雨后春笋般冒出来，市场 上的白酒那叫一个多。但这质量可就参差不齐了，有些小厂生产的酒，口感和品质都不咋地。这几年，消费者的眼光越来越"毒"，不好的酒根本就卖不动。 再加上国家对食品安全等方面的监管越来越严格，一些小酒厂就因为各种问题被淘汰了，这产量自然就降下来了。 不过呢，这白酒产量下降，也不全是坏事。像茅台、五粮液这些大品牌，人家压根不担心。因为他们一直注重品质和品牌建设，不管市场怎么变，喜欢喝高 端白酒的人还是大把大把的。而且，现在白酒行业也在积极求变，玩起了跨界。比如说，有些白酒企业和巧克力厂商合作，推出白酒口味的巧克力；还有的 和美妆品牌联手，出白酒成分的护肤品，这可真是把白酒玩出了新花样。 白酒产量降了600万吨，就像是白酒行业的一次"大洗牌"。那些跟不上时代步伐的，就得被淘汰；而那些懂得创新，能抓住消费者心的，就能在新的市场环 境下继续发光发热。以后白酒行业还会闹出啥新动静，咱就拭目以待吧！ 家人们，咱都知道白酒在咱中国人的生活里，那地位可老重要了。不管是逢年过节一家人热热闹闹地团聚 ...

Group 1 - Yanghe Co. has nominated Gu Yu as a candidate for a non-independent director position, which may enhance corporate governance and local resource integration, potentially boosting investor confidence in strategic execution [1] - Gu Yu's extensive political and business background is expected to support management stability and operational efficiency following leadership changes [1] Group 2 - Moutai's announcement of over 160 authorized e-commerce sales channels aims to improve consumer trust and combat online counterfeit products, enhancing brand control over distribution [2] - The authorized list includes major platforms such as JD.com, Douyin, Tmall, and others, providing consumers with clear identification of legitimate sellers [2] Group 3 - Renhuai city has initiated a comprehensive regulatory approach to address prominent issues in the liquor industry, emphasizing strict oversight across production, market order, and logistics [3] - The government aims to establish a collaborative governance model involving enterprises and the public to enhance industry self-regulation and consumer protection [3] - This initiative is expected to bolster market confidence in the quality and order of liquor products, drawing attention to compliance capabilities of leading and regional brands [4]

食品饮料 2025 年 07 月 06 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -24% -12% 0% 12% 24% 36% 2024-07 2024-11 2025-03 食品饮料 沪深300 相关研究报告 《白酒持续探底，新消费标的值得重 视—行业周报》-2025.6.29 《"禁酒令"纠偏催化反弹，重视板 块底部机会—行业周报》-2025.6.22 《5 月社零增速稳步上行，内需动力进 一步修复—行业点评报告》-2025.6.17 白酒承压待布局，魔芋赛道涌生机 ——行业周报 张宇光（分析师） 张思敏（联系人） zhangyuguang@kysec.cn 证书编号：S0790520030003 zhangsimin@kysec.cn 证书编号：S0790123070080 核心观点：白酒探底迎配置，关注魔芋扩容机会 6 月 30 日-7 月 4 日，食品饮料指数涨幅为 0.6%，一级子行业排名第 19，跑输沪 深 300 约 0.9pct，子行业中肉制品（+1.2%）、白酒（+1.2%）、烘焙食品（+0.9%） 表现相对领先。前期白酒批价走弱，一方面是受到电商 618 补贴影响，另一 ...

酒行业丨市场观察 本周看点： -白酒集体降度，能成为打开新消费的钥匙吗？ -白酒行业新战场：酒桌上的话语权争夺； -高库存叠加禁酒令，即时零售是白酒震荡期的解药吗？ 行业环境 1.白酒集体降度，能成为打开新消费的钥匙吗？ 关键词 ： 白酒降度,年轻消费者,低度酒市场,口感优化,新品研发 概要 ： 2025年上半年，白酒行业持续深度调整，推动酒企加速产品年轻化与低度化布局。五 粮液宣布将推出29度五粮液，泸州老窖和洋河也纷纷研发低度新品，迎合"90后""00后"消费群 体偏好。业内指出，低度酒并非为降低成本，而是通过更复杂工艺满足新一代消费者对口感、 健康和饮用体验的需求。尽管白酒整体市场增长放缓，低度酒仍保持增长态势，2025年市场规 模预计达740亿元。专家认为，低度化有助于打破传统消费圈层，拓展自饮、聚会等新场景， 成为酒企新增量来源。但改变消费习惯仍需长期市场培育。 2.白酒行业新战场：酒桌上的话语权争夺 关键词 ： 白酒行业,年轻消费,低度酒,即时零售,价格倒挂 概要 ： 白酒行业已进入存量竞争时代，面临政策调整、消费转型和存量竞争叠加的深度调整 期。年轻消费群体逐渐成为主力，偏好低度、果味、易入口酒 ...

没喝过它，你都不好意思说自己懂酒！ 当外地人挤破头抢价格飞天的贵价酒时，传承自 【 茅台标准制定者&中国酱香之父· 罗庆忠 】 的 【 罗庆忠酒·品评级1965 】 用 21年老酒、 三香秘技勾调 功力 诠释着茅台镇至本真的酱香，成为茅台镇老饕们口中的私藏！ 很多人可能不认识这位老先生，不知道 " 罗庆忠 " 这三个字的含金量有多高！ 奠定茅台国酒之位、茅台辉煌50年 ，离不开 "一代宗师、 酱香之父"罗庆忠先 生！ 在中国酱酒行业， 罗庆忠这个名字本身就是一座里程碑 。 他是 茅酒标准制定者！ 罗老于 1965 年参与茅台酒"三香定型"（酱香、醇甜、窖底）的科研突破， 正式将茅酒的香型命名为"酱 香型" ，也 奠定了 现代茅台酒生产 的质量标准。 为了把毕生所掌握的 嫡传古法酿造 和 "三香阴阳勾调法" 秘技传承给子孙 1985 年， 在茅台镇7.5平方公里内的土滩坝， 罗老创建了与茅酒同根同祖的 华成烧坊 （华成酒业集团前身） 为何 这瓶酒，能杀出重围，成为酱酒圈的"黑马"？ 三香定型限定酒款，品评级好酒 这款 罗庆忠酒·品评级1965 最开始生产出来其实是 专门给业内专家品评 ，不对外开放的，没点关系， ...

仁怀市酒业协会7月5日发布《仁怀产区酱香白酒行业自律倡议书》。倡议书指出，当前， 白酒行业 正处于深度调整期 ，品质与诚信是立足市场的根本。大家要以实际行动捍卫"中国酱香白酒核心产 区（仁怀）"的荣誉，为消费者提供放心产品，为地方经济高质量发展贡献力量。 ...

Core Insights - The white liquor industry is undergoing significant transformation, with a new generation of consumers driving growth, showing a 41% increase in consumption [1] - The brand "Zhijiao" positions itself as a "friendship and fun lifestyle advocate," focusing on emotional connection and social experiences rather than traditional business interactions [1][10] Consumer Insights - Traditional white liquor brands face challenges in appealing to younger consumers due to a disconnect between products and their lifestyles [1] - Zhijiao has identified that younger consumers expect white liquor to facilitate emotional expression and social experiences [1][10] Core Consumption Scenarios - Zhijiao has developed four key consumption scenarios: "Night Chat," "Mixology," "Dining," and "Gift Giving," creating a comprehensive experiential matrix [2][5] - Each scenario enhances the emotional value of the brand, with "Night Chat" focusing on social interactions, "Mixology" offering personalized drinking experiences, "Dining" emphasizing food pairings, and "Gift Giving" catering to social gifting needs [2][5] Marketing Strategy - The marketing strategy employs a multi-dimensional approach, integrating brand content penetration and secondary dissemination to reach target consumers [4][7] - The ongoing variety show "Mahua Special Happy 2" serves as a key platform for Zhijiao's scenario-based marketing, effectively embedding brand concepts into a comedic context [4][7] Engagement and Interaction - Zhijiao utilizes various marketing activities, including AI interactions, live streaming, and collaborations with influencers, to enhance brand visibility and consumer engagement [7] - The combination of content placement, themed live interactions, and community operations has significantly increased brand recognition among younger consumers [7] Future Directions - Zhijiao aims to continue developing its "friendship and fun lifestyle" concept, focusing on social scene content systems and emotional connections [10][12] - The brand plans to deepen the implementation of "Dining" and "Gift Giving" scenarios while leveraging the popularity of "Mahua Special Happy 2" for future content and cross-industry collaborations [10][12]

高端白酒市场的寒冬：茅台的陨落与行业巨变 曾经高不可攀的茅台，如今跌落神坛。这款曾被誉为"寸瓶寸金"的奢侈品白酒，价格一路下滑，甚至跌破千元大关，令整个白酒行业为之震动。这不 仅仅是茅台自身的问题，更是高端白酒市场整体面临严峻挑战的缩影。 2025年，曾经叱咤风云的茅台，其53度飞天茅台散装酒价格已跌至令人咋舌的1780元/瓶，首次突破2000元心理防线。7月3日，茅台官方更建议飞天茅 台零售价为1499元/瓶，此举更像是一记重锤，敲碎了经销商们最后的幻想。 面对连续不断的降价，经销商们人心惶惶，不敢进货，也不敢轻易打折促 销，生怕进一步加剧亏损。为了止损，他们不得不无奈降价倾销，昔日高高在上的茅台，如今也沦为普通商品，其市场号召力骤减。 这波价格下跌并非突发事件，早在春节前后就已显露出端倪。3月份，经销商们还沉浸在春节旺销带来的兴奋中，积极囤货，期待大赚一笔。彼时，茅 台官方标价仍为2300元/瓶，但散瓶价格已跌至2220元左右，预示着价格战的来临。 其实，这并非茅台第一次经历价格大跳水。2021年，在茅台风头正 盛、投机倒把之风盛行之际，为了稳定市场，打击黄牛，茅台曾从3000多元/瓶一路下跌至2500元 ...