电商"双十一"和即时零售补贴下，飞天茅台到手价再下探。 10月17日，记者在淘宝闪购页面搜索发现，部分门店53度飞天茅台（500ml）平台补贴后到手仅需1650元；目前各平台"双十一"已正式启动，贵州茅 台京东自营店的补贴后价格为1920元。 水芙蓉摄 出于引流获客、平台竞争等目的，电商平台经常对茅台、五粮液等高端白酒给予官方补贴折扣；第三方商家入驻开出的低价也不断刷新消费者对产品 价格的心理预期。 消费趋势难以逆转，近年来白酒企业对线上渠道的态度从抵触、被动布局到主动拥抱。 这也使得白酒的即时零售渠道增长迅速。根据美团闪购数据，国庆节前最后一个周末，平台白酒品类销量同比增长约8倍。茅台、五粮液、泸州老 窖、汾酒、剑南春等头部品牌单日成交额均突破千万元级别。 国庆前夕，原本仅支持上门自取和快递配送的"i茅台"app官宣，正式上线即时配送服务，消费者下单最快30分钟收货。目前仅支持1L装飞天茅台和精 品版500ml飞天茅台两款产品。 今年白酒行业整体低迷，贵州茅台将全年经营目标定为9%增长。 上半年公司表现稳健，实现营收910.94亿元，同比增长9.16%；归母净利润454.03亿元，同比增长8.89%，符合市 ...

Core Insights - The offline channels are gradually recovering ahead of the Mid-Autumn Festival and National Day, while online instant retail channels are emerging as a new battleground for growth in the liquor industry [1][6] - The challenge for liquor companies is to deeply explore consumer scenarios to further activate both online and offline markets as the peak consumption season approaches [1] Offline Market Recovery - A cautious replenishment strategy is observed among offline distributors, with a slight recovery in consumer activity compared to the previous off-season, although overall consumption remains weak [4] - The China Alcoholic Drinks Association reported that the average inventory turnover days in the industry reached 900 days in the first half of 2025, a 10% year-on-year increase, with inventory levels rising by 25% [4] - Guizhou Moutai's 53-degree 500ml Feitian Moutai saw a price increase, with the price rising by 25 yuan per bottle to 1765 yuan on September 23, indicating some recovery in premium liquor segments [4] Online Instant Retail Growth - Online channels, particularly instant retail, are becoming a significant growth point for liquor sales, contrasting with the slow recovery in offline markets [6][12] - Major platforms like Meituan are offering rapid delivery services for liquor, with a diverse range of products available [11] - The collaboration between liquor brands and instant retail platforms is enhancing consumer experience and addressing inventory issues, with significant sales growth reported during promotional events [12][13] Evolving Consumer Scenarios - The liquor industry is shifting from traditional high-end consumption scenarios to more accessible and casual settings, such as home gatherings and outdoor activities [14][15] - The demand for smaller, portable packaging is increasing, with a notable rise in the consumption of low-alcohol products in outdoor settings [15] - Companies are adapting their marketing strategies to align with these new consumer scenarios, integrating online and offline channels to create a cohesive market approach [15][16]