"白酒是老登股"、"年轻人不喝白酒了"，这样的声音越来越多；而在电商大促的榜单上，白酒却又频频 卖爆。 就是在这样的撕裂与争议中，中国白酒行业走过了阵痛与新生交织的2025年。这一年，巨头刹车、政策 转向、渠道革命……所有线索都指向一场静水深流的根本性变革。 本期视频，我们就来盘一盘一年中白酒圈的十大关键事件。 1. i茅台上线飞天茅台。年末重磅消息！茅台官方宣布，将在自家APP上以1499元的官方价直接销售 飞天茅台。这颗"定价核弹"，意图非常清晰，就是要亲手打破市场的炒作泡沫，把定价权从"黄 牛"手中夺回，引导市场回归理性价值。 8、白酒业最差季报。前三季度，20家上市白酒企业交出了一份近十年最严峻的成绩单：营收同比下降 5.9%，归母净利润同比下降6.93% 。 2、开年停货潮。2025新年伊始，五粮液、洋河、珍酒等十余家名酒企业罕见地相继按下"暂停键"，核 心产品停止发货，主动降速，缓解经销商和市场库存压力。 9、"史上最严禁酒令"发布。以上所有的转型，都离不开这个标志性的事件。"公务接待工作餐不得上 酒"为白酒泼上一盆冷水，白酒股闻风下跌。禁令第二天，茅台股东大会招待酒由飞天茅台改为蓝莓果 汁。 1 ...

2026年元旦，当人们还沉浸在新年的喜悦中时，茅台却在商业版图上落下了一枚重磅棋子。这一天，**"贵州爱茅台数字科技有限公司"**横空出世。6亿元 的巨额注册资本，全资控股的显赫身份，加上王小鹏、王华林这两位茅台系高管的坐镇，无不昭示着：茅台要对自家的"数字命脉"——i茅台，进行一场大 刀阔斧的"深度手术"。 2026年1月1日9时，新飞天在i茅台正式开售。结果毫无悬念， "秒空"。紧接着第二天，依旧是"秒空"。"i购"入口的整合升级，看似是用户体验的优化，实 则是茅台渠道扁平化的铁腕手段。 这是一步精妙的"阳谋"。通过官方直营渠道每日限量投放平价飞天，茅台直接掌握了价格的"定盘星"。这不仅让黄牛党们无所遁形，更对线下虚高的市场价 格形成了强有力的威慑。数据显示，就在i茅台风暴来袭之际，2025年飞天茅台的批价已连续数日下跌。这说明，茅台终于开始夺回久违的 市场定价主导 权。 万亿巨头的焦虑与远见：告别"躺赢"，拥抱"智赢" 这不仅仅是一家新公司的注册，更是一场关乎千亿茅台如何拥抱互联网、如何直面消费者的 渠道革命。 从"部门"到"公司"：6亿豪赌，只为掌控流量主权 过去，i茅台或许只是茅台股份公司麾下的一个 ...

即时零售这轮渠道革命，苹果也无法置身事外，即便它并非电商平台公司。12月10日，苹果在中国内地 正式推出免费的三小时快送服务，涵盖手机、平板、笔记本等核心产品，覆盖苹果直营门店所在的主要 城市。 苹果版的"闪送"，是三年前配送业务的升级，当时它只在上海少数几个门店试水。三年后，国内即时零 售竞争方兴未艾。在阿里、京东、美团三大平台数百亿元真金白银的补贴轰炸下，被市场刺激或者"教 育"的，可不只是消费者，更有大大小小的品牌和商家，苹果也不例外。 作为创新最为活跃、竞争最为激烈的领域，渠道革命这些年每每上演，但苹果却往往不是反应最敏锐的 那个。 竞争在变，没有品牌能一劳永逸。 北京商报评论员 张绪旺 新的竞争格局已经形成。全球视野看，智能终端尤其手机走到了产品革命的前夜，但到底是AI改变历 史还是柔性屏幕主导未来，在爆款出现之前谁也下不了定论。 性能趋同直接导致手机市场的存量博弈，苹果与竞品的对决，已经变成近身绞杀，甚至很大程度上就是 渠道和服务的肉搏，毕竟产品本身的差异化微乎其微。 渠道和服务，追求的是贴近性和情绪价值。在中国市场，成功的品牌一定紧随形势，苹果来了也是学 徒。 以往，很多品牌重视渠道会被认为是" ...

Core Viewpoint - The main focus of this year's Double Eleven shopping festival is not on electronics but on Moutai, indicating a significant shift in consumer behavior and attitudes towards luxury goods and "face consumption" [4][12][19] Group 1: Price Dynamics - Moutai is being sold at a promotional price of 1499 yuan, which is lower than the wholesale price, marking a departure from its previous inflated market value [1][5] - The price drop signifies a collapse of the "face consumption" culture that previously surrounded Moutai, as its high price was more about social status than actual scarcity [4][10] Group 2: Market Impact - The introduction of low-priced Moutai by e-commerce platforms is disrupting traditional distribution channels, eliminating middlemen and directly connecting producers with consumers [10][17] - This shift poses a significant threat to middlemen who previously profited from the high margins on Moutai sales, leading to a potential collapse of their business model [10][12] Group 3: Changing Consumer Behavior - There is a noticeable transition from "show-off consumption" to "rational consumption," with consumers now prioritizing value for money over status symbols [13][19] - The younger generation is increasingly favoring healthier lifestyle choices and is less inclined to engage in traditional drinking culture, further diminishing the appeal of Moutai [11][12] Group 4: Broader Implications - The decline in Moutai's price reflects a broader societal change where consumers are becoming more discerning and less influenced by scarcity and luxury branding [19] - The phenomenon of Moutai being sold at a lower price is not an isolated incident but part of a structural transformation in consumer attitudes and market dynamics [13][19]

Core Insights - The recent renaming of Wahaha's Tmall flagship store has sparked market discussions, with concerns raised about the potential sale of the store's account [1] - The operational entity of the store is Hangzhou Hengyi E-commerce Co., Ltd., which is fully controlled by Hangzhou Hongchen Marketing Co., Ltd., and ultimately by Hongsheng Beverage Group, founded by Zong Fuli [4][8] - Zong Fuli's recent takeover of Wahaha Group in August 2024 marks a significant leadership transition, amidst ongoing inheritance disputes with her half-siblings [10] Group 1 - The Tmall flagship store's renaming reflects Zong Fuli's strategy to reshape corporate control and respond to industry competition, aiming to sever ties with Du Jianying and strengthen her direct brand matrix [10] - The previous store, "Tongyuan Kang Food Specialty Store," was registered under Tongyuan Kang E-commerce (Hangzhou) Co., Ltd., with Du Jianying as the actual controller [8] - The new Wahaha flagship store exclusively sells Wahaha-branded products, indicating a shift towards a more unified brand image and pricing system [1][10] Group 2 - Industry insiders suggest that the store's rebranding is part of a broader channel revolution within Wahaha, with Zong Fuli's strategic moves aimed at consolidating online, production, and distribution channels under her direct control [10] - The inability to find "Tongyuan Kang Food Specialty Store" on Tmall or Taobao as of August 19 indicates a potential disruption in the market, which could lead to user loss in the short term [1][10] - Long-term benefits may include a more cohesive brand identity and pricing strategy, which could ultimately strengthen Wahaha's market position [10]

Core Insights - The 27th China International Building and Decoration Fair (Guangzhou) is set to take place from July 8-11, 2025, with over 2,000 enterprises and more than 200,000 professional visitors expected to attend, highlighting the significance of the event in the home furnishing industry [1][3] - The home furnishing and construction industry is experiencing a dichotomy, with traditional companies facing declining sales and profits, while cross-industry players are thriving, indicating a shift in market dynamics [3][4] - Major companies are transitioning towards an "ecosystem" approach, integrating various products and services to redefine home living scenarios, as evidenced by the strategic shifts of leading firms [4][6] Industry Trends - The furniture industry has seen a continuous decline in revenue and profits, with a 27.9% drop in total profits and an 8.2% decrease in exports from January to May 2025 [3] - The Guangzhou Fair is adapting to these changes by restructuring its exhibition categories into three major ecosystems: indoor space, doors and windows, and material intelligence, reflecting a trend towards ecological integration [4][6] - The introduction of new exhibitors, including major tech companies like Huawei and Hisense, signifies the merging of home furnishing, home appliances, and home decoration sectors [6] Strategic Shifts - The fair emphasizes the importance of creating a "value network" by bringing together diverse ecosystems and national brands, which enhances collaborative value and promotes systemic solutions over individual product competition [8] - The "channel revolution" is shifting from a focus on attracting traffic to retaining it, with the fair implementing strategies to better understand and meet the needs of exhibitors and visitors [10][12] - The "global link" initiative anticipates a significant increase in overseas professional visitors, indicating a shift towards international market engagement as a necessity for growth [12] Future Directions - The industry is encouraged to adopt an ecological survival strategy, integrating various services and products to build competitive advantages [14][16] - The concept of "channel as service" is emerging, where the competition will focus on service capabilities rather than just location and space [16] - The fair's introduction of innovative themes such as smart appliances and high-end materials aims to lead the industry into new growth areas [16][17]

Core Viewpoint - The article highlights the significant growth and strategic evolution of Bimbo, a leading player in the global baking market, emphasizing its innovative approaches and market penetration strategies, particularly in China [3][12][18]. Group 1: Global Baking Market Overview - The global baking market reached a size of $440 billion in 2022, with the Americas accounting for 36.9% of the market share, and bread products dominating at 54.8% [3]. - Bimbo holds a 3.4% global market share, leading the industry ahead of competitors like Yamazaki (1.4%) and Flower Foods (0.7%) [3]. - As of 2023, Bimbo's annual revenue reached $22.5 billion (approximately 160 billion RMB), with a market capitalization exceeding $22.3 billion [3]. Group 2: Bimbo's Historical Growth - Founded in 1945 by Lorenzo Servitje in Mexico City, Bimbo started with 34 employees and faced early challenges, including product spoilage and competition [5]. - The introduction of glassine packaging in 1948 extended the shelf life of bread from 8 hours to 72 hours, revolutionizing the distribution of baked goods [5]. - Bimbo established a "central factory + capillary wholesale network" in the 1950s, covering 83% of small grocery stores in Mexico by 1963 [6]. Group 3: Global Expansion Strategy - Bimbo entered the U.S. market in 1984, initially facing losses but later adjusted its strategy through acquisitions, including Oroweat and Mrs. Baird's [7]. - The company expanded into Europe and Asia between 2000 and 2010, acquiring major local brands and significantly reducing waste rates in Spain [8]. - Bimbo implemented a "T+12 production rule," ensuring rapid order fulfillment and optimizing inventory turnover to 6.2 days [9]. Group 4: Insights from the Chinese Market - Bimbo's entry into China began with the acquisition of Beijing Panrico in 2006, followed by further acquisitions to create a multi-brand matrix [12]. - The company established a dual R&D center and regional factory cluster to adapt to China's market demands, achieving a 5-day inventory turnover [13]. - Bimbo's product innovation includes localized flavors and health-focused offerings, addressing the 35% of consumers seeking low-sugar options [14]. Group 5: Sustainable Growth Strategies - Bimbo's approach in China illustrates the importance of localizing global resources and adapting supply chain management to fit the e-commerce landscape [17]. - The company targets segmented markets with its three-brand strategy, avoiding direct competition in the short-shelf-life market [17]. - Bimbo's innovation extends into the snack sector, blurring the lines between baking and snacking, similar to successful strategies employed by other global brands [17]. Group 6: Future Outlook - Bimbo's extensive market presence across 34 countries and its diverse product range position it as a significant player in the global food industry [18]. - The company's strategic focus on health and sustainability is expected to redefine food consumption patterns in the future [18].