Core Viewpoint - The article discusses the competitive dynamics in the Chinese liquor market, particularly focusing on the impact of Moutai's pricing strategies on other major brands like Wuliangye and Luzhou Laojiao, highlighting the tension between maintaining brand prestige and responding to market pressures [2][3][4]. Group 1: Moutai's Pricing Strategy - Moutai has the potential to position itself as a luxury brand akin to Lafite, but management is concerned about high prices being politically sensitive, leading to a focus on maintaining affordability for consumers [2][3]. - The price of Moutai has dropped significantly from over 3000 yuan to around 2000 yuan, which has stabilized revenue but negatively impacted brand perception [2][3]. - Moutai's price adjustments have led to a ripple effect in the market, forcing competitors like Wuliangye to lower their price expectations and adjust their product offerings [3][4]. Group 2: Impact on Competitors - Wuliangye initially aimed to enter the 1000 yuan price segment but has been forced to remain in the 900 yuan range due to Moutai's price decline [3][4]. - Other brands, such as Luzhou Laojiao and Jian Nan Chun, have also retreated to lower price segments as a result of Moutai's pricing strategy, indicating a significant shift in the market landscape [3][4]. - The introduction of Moutai 1935 at a price of 1188 yuan has intensified competition, affecting the market share of other brands in the premium liquor segment [4][5]. Group 3: Market Dynamics and Future Outlook - The economic environment is expected to remain challenging, with companies like Luzhou Laojiao focusing on inventory reduction and adjusting their pricing strategies to remain competitive [5]. - Moutai and Wuliangye are now engaging in price competition in lower segments, indicating a shift in strategy to capture market share from mid-tier brands [5][6]. - The competitive landscape is becoming increasingly brutal, with brands needing to balance pricing and brand equity to survive in a market where price is a significant determinant of brand perception [5][6].

Core Viewpoint - The inventory cycle in the liquor industry is influenced by multiple factors including production rigidity, demand elasticity, channel dynamics, and policy regulation. The industry is currently in the late stage of active destocking, expected to transition to restocking by the end of 2025. Structural changes such as price differentiation, increased concentration, and consumer segmentation will reshape the competitive landscape. Companies need to build brand moats, optimize channel efficiency, and innovate products to navigate through the cycle, while investors should focus on leading high-end brands and strong regional players, avoiding liquidity risks associated with small and medium enterprises [2][20]. Group 1: Nature of the Inventory Cycle - The essence of the liquor inventory cycle is the mismatch between supply rigidity and demand elasticity [2][3]. - High-end liquor production involves a long cycle with significant lag in capacity release, making it difficult for companies to respond quickly to market demand changes, leading to inventory pressure [3]. - Seasonal demand characteristics drive inventory levels, with major holidays accounting for 30%-40% of annual sales, necessitating advance stockpiling [4]. Group 2: Inventory Cycle Phases and Historical Patterns - Since 2010, the liquor industry has experienced six complete inventory cycles characterized by alternating phases of restocking and destocking [7]. - The current cycle is in the active destocking phase, which began at the end of 2023 and is expected to conclude by the end of 2025, marked by longer duration and smaller amplitude due to increased industry maturity and slower economic growth [7]. Group 3: Price Differentiation - High-end liquor (priced above 800 RMB) shows resilience due to strong brand barriers and demand primarily driven by business and investment needs, with inventory turnover days maintained under six months [9]. - Mid-range liquor (300-800 RMB) is significantly affected by macroeconomic conditions, with a 25% inventory backlog expected in 2024, leading to increased inventory turnover days for some brands [10]. - Low-end liquor (below 300 RMB) is closely tied to regional markets and banquet consumption, with varying performance based on local economic conditions [11]. Group 4: Policy and Macroeconomic Impact - Proposed reforms in consumption tax could increase tax burdens by 10%-20%, disproportionately affecting small and medium enterprises while larger firms may offset costs through price increases [13]. - Economic growth is projected at around 5% in 2025, with increasing disposable income but also heightened consumer segmentation, benefiting high-end liquor while putting pressure on lower-end products [14][15]. - The younger generation's preference for lower-alcohol and healthier products is reshaping demand, potentially extending inventory cycles as traditional products take longer to sell [16]. Group 5: Structural Changes in the Industry - The concentration of the liquor industry is increasing, with the top six companies holding an 86.24% market share, allowing them to leverage brand, channel, and capacity advantages [18]. - Regional leaders are finding growth through deepening banquet channel engagement and expanding into the mass market, although they face challenges in competing with products priced above 300 RMB [19]. Group 6: Future Trends and Company Strategies - A turning point in destocking is anticipated in the second half of 2025, with high-end liquor leading the restocking phase, while mid-range and low-end products lag by 1-2 quarters [21]. - Companies are advised to control volume and maintain prices, focusing on core products and enhancing direct sales and e-commerce channels to shorten inventory turnover [22]. - Product upgrades are essential, with a focus on cultural IP and healthier options to meet the demands of a segmented consumer base [23].

一 、库存周期的本质 ： 供需错配的动态平衡 白酒库存周期的本质是 供给刚性与需求弹性的错配 。 供给端的长周期属性 ： 高端白酒 （ 如茅台 、五粮液 ）生产需经历制曲 、发酵 、蒸馏 、陈酿等环节 ，陈酿时间可达 3-5 年 ， 导致产能释放存在明显滞后性13 。这种 " 生产 - 库存 - 销售 " 的长链条使得企业难以快速响应市场需 求变化 ，容易积累库存压力 。例如 ，泸州老窖因 2020 年技改新增 10 万吨产能 ，半成品酒库存从 2018 年的 46.96 亿元增至 2024 年的 123 亿元 。而中低端白酒生产周期较短 （ 如五粮液系列酒基 酒仅需 81 天 ），库存周转相对灵活 ，但受价格敏感型需求波动影响更大 。 长按即可参与 风险提示：本文所提到的观点仅代表个人的意见，所涉及标的不作推荐，据此买卖，风险自负。 作者： 资悟堂 来源：雪球 " 白酒行业的库存周期是生产刚性 、需求弹性 、渠道博弈 、政策调控等多因素共同作用的结果 。当 前行业处于主动去库后期 ，预计 2025 年末逐步进入补库 ，但价格带分化 、集中度提升 、消费分层 等结构性变革将重塑竞争格局 。企业需通过品牌护城河 ...