Core Insights - The article discusses the evolving dynamics of the liquor market during the Double Eleven shopping festival, highlighting the rise of "lujiu" (a term for hunting for discounted liquor) communities on social media and the impact of aggressive e-commerce promotions on traditional pricing strategies [1][10][11]. Group 1: Market Trends - E-commerce platforms are experiencing a promotional battle, with significant discounts on premium liquors such as Moutai, which is being sold for as low as 1499 yuan during the Double Eleven event [1][11]. - The traditional practice of stockpiling liquor is declining as younger consumers shift towards immediate consumption rather than bulk buying [10][16]. - The percentage of new customers on liquor platforms has surged, with 70% of new customers on Tmall being under 30 years old, indicating a shift in consumer demographics [11]. Group 2: Community Dynamics - Active "lujiu" communities have formed on platforms like Xiaohongshu and WeChat, where users share tips and strategies for securing discounted liquor [3][5]. - These communities have grown rapidly, with one group amassing nearly 500 members in a month, showcasing the demand for discounted liquor [3][5]. Group 3: Pricing and Competition - The aggressive pricing strategies employed by e-commerce platforms are disrupting traditional pricing structures, leading to a significant decline in profit margins for liquor manufacturers [11][15]. - Major liquor brands are struggling to maintain pricing power as e-commerce subsidies and promotions create price disparities between online and offline sales [15][16]. - The competition among platforms has intensified, with companies like JD.com and Pinduoduo implementing various promotional strategies to attract consumers [1][11]. Group 4: Industry Adjustments - Liquor companies are adapting to the new market realities by ceasing low-price promotions, as the profitability of such strategies has diminished [11][15]. - The industry is undergoing a transformation, with a focus on immediate consumption and a reduction in the emphasis on bulk purchasing [16][17]. - The rise of instant retail and the shift in consumer behavior are accelerating the end of the traditional liquor sales model centered around stockpiling [16][17].