"这款鸡尾酒颜值高、味道好，适合聚餐时和朋友一起饮用。"12月29日，盒马北京旧宫万科广场店内，"00后"消 费者张琪琪（化名）和好友一起为元旦出游采购酒水。 事实上，不止盒马，北京各大商超在元旦节前已经铺设了促销专区。其中，兼具饮料风味和微醺体验的新酒饮被 摆在显眼位置，吸引不少年轻消费者前来选购。 近年来，低度酒品类迅速占领年轻消费市场，实现显著增长。根据天猫新品创新中心（TMIC）与凯度联合发布的 《低度潮饮趋势报告》，我国低度酒市场规模已从2020年的200亿元跃升至2024年的超570亿元。放眼全球，2023 年低度酒市场规模已达6341.7亿元，预计到2025年有望突破7400亿元。 伴随市场快速扩容，低度酒赛道不断涌入新品牌与新产品。在这场面向年轻人的口味与消费偏好竞争中，究竟哪 些品牌能够最终胜出？ 接连入局的新玩家 早在上世纪七八十年代，名酒企曾一度尝试推出30多度甚至20多度白酒，然而未形成低度化趋势。不过，当时华 南的果味啤酒"菠萝啤"却跑了出来，成为低度酒创新先锋。时至今日，菠萝啤依然是中国低度酒的重要品类。 之前，酒桌文化常与商务宴请、社交应酬绑定，"感情深，一口闷"的豪饮方式曾是主 ...

Core Insights - The 113th National Sugar and Wine Products Trade Fair will be held from October 16 to 18, 2025, at the Nanjing International Expo Center, where COFCO Mingzhuanghui will showcase its "Omni-channel Immersive Wine Experience" theme [1] Group 1: Innovative Retail Models - COFCO Mingzhuanghui introduced the "Mingzhuanghui·V Wine Library" instant retail model, which features a "city-level dense layout" strategy by establishing experience stores in key urban areas to address consumer concerns about online wine purchasing [3] - The model integrates major instant retail platforms such as Meituan Flash Purchase, JD Instant Delivery, and Taobao Flash Purchase, providing a full-service experience from online selection to offline tasting and minute-level delivery [3][5] Group 2: Addressing Market Challenges - Traditional wine retail has faced challenges such as low channel efficiency and fragmented consumption scenarios, particularly with the rise of younger consumers demanding "instant access" [5] - The "Mingzhuanghui·V Wine Library" leverages COFCO Group's supply chain advantages and state-owned enterprise credibility to build trust, enhance service efficiency, and address the market gap in high-end wine authenticity and delivery speed [5][11] Group 3: Franchise Support Initiatives - COFCO Mingzhuanghui launched the "Large Platform Franchise Co-creation Plan," which is seen as a response to the "heavy recruitment, light operation" phenomenon in the wine franchise industry [7] - This plan includes "six major supports" covering critical aspects from site selection to opening preparations, and "eight major empowerments" focusing on ongoing operations and profitability enhancement for franchisees [7] Group 4: Product Launch and Consumer Engagement - The company unveiled the "Global Selection" series, featuring the New Zealand Cloudy Bay Sauvignon Blanc, which aligns with current trends in "light socializing" and "slight intoxication" [9] - To enhance audience interaction, the exhibition included various promotional activities, such as content creation incentives on Xiaohongshu and prize draws, effectively increasing brand visibility among end consumers [9] Group 5: Strategic Industry Response - The initiatives at the Autumn Sugar Conference represent a deep response to traditional growth models in the wine industry, aiming to create a new ecosystem that is closer to consumers, more responsive, and mutually beneficial [11] - The exploration of integrating state-owned enterprise supply chain advantages with fragmented market demands presents a viable path for high-quality development during industry fluctuations [11]

Core Insights - The article highlights a significant shift in drinking culture among young consumers, moving from traditional drinking practices to a more casual and self-pleasing approach [1][2][4] Group 1: Changing Drinking Culture - Young consumers are redefining drinking habits, favoring "micro-drunk culture" over traditional heavy drinking [2][4] - The sales proportion of beer has increased from 1%-5% to 20%-30% in certain retail environments, indicating a shift towards lighter alcoholic beverages [2][4] - Young drinkers prefer to enjoy alcohol in casual settings, such as dinners, movies, or even alone, rather than for social obligations [2][4] Group 2: Social Dynamics - Alcohol is now seen as a medium for sharing experiences rather than a tool for business or social obligation [4][11] - Young consumers are willing to pay for unique and quality alcoholic beverages, reshaping market dynamics [4][11] Group 3: Instant Retail Solutions - Instant retail platforms like Meituan Flash Purchase are addressing the demand for immediate access to alcohol, with delivery times as short as 30 minutes [6][7] - Many alcohol brands are seeing over 50% of their sales coming from online channels, with some adopting a "pure takeaway warehouse" model to reduce costs [7][11] Group 4: Evolving Consumption Scenarios - Traditional high-end liquor is still relevant but is now consumed in more casual settings, such as home gatherings or hotel takeout [8][9] - The demand for lower-priced liquor has surged, particularly in the under 400 yuan category, as consumers prepare for weekend gatherings [8][9] Group 5: Market Opportunities - The 618 shopping festival has transformed from a challenging period for offline liquor retailers to a significant opportunity, with Meituan Flash Purchase reporting a 70-fold increase in white liquor sales [9][11] - Brands that understand and adapt to the preferences of young consumers are positioned to thrive in this evolving market [11]