搜狐酒业特推出"酒业电商系列专题"，以多维度视角拆解行业变局。本篇为专题的第一篇，让我们走进 中国白酒最大集散地郑州百荣世贸商城。 作为中国白酒最大集散地，郑州百荣世贸商城正经历着一场暗波汹涌的冲击。 今年，2月9日，据阿里拍卖网显示，郑州百荣世贸商城1号楼将被拍卖，起拍价为19.68亿元。 距今时间已过去了4月有余，经历了两次拍卖，价格降至16.72亿元，标的仍以流拍告终，改为变卖。 除了白酒，郑州百荣世贸商城还有食品、日化等多品类批发集群，拥有超过2000家商户，产品供应覆盖 全国30个省级行政区，是郑州最大城市综合体。 7月20日下午，搜狐财经走访白酒聚集地郑州百荣世贸商城A座，一层店铺基本招满，二层开始已经有 空缺的店铺，5层白酒区，空缺的店铺增多，电梯正对的店铺也已经人去楼空。 【编者按】当数字浪潮席卷消费市场，酒业的 "触网" 之路早已从尝试走向深耕。从早期的电商平台铺 货，到直播带货的流量狂欢，再到私域运营的精细化探索，线上渠道正以惊人的速度重塑着酒业的产销 逻辑与消费生态。 消费者指尖轻划间，不仅能购得来自全球的佳酿，更催生了定制化、场景化的新需求；酒企则在数据洪 流中，重新定义着品牌与用户的 ...

出品｜搜狐财经 作者｜李文贤 【编者按】当数字浪潮席卷消费市场，酒业的 "触网" 之路早已从尝试走向深耕。从早期的电商平台铺货，到直播带货的流量狂欢，再到私 域运营的精细化探索，线上渠道正以惊人的速度重塑着酒业的产销逻辑与消费生态。 消费者指尖轻划间，不仅能购得来自全球的佳酿，更催生了定制化、场景化的新需求；酒企则在数据洪流中，重新定义着品牌与用户的连 接方式。 搜狐酒业特推出"酒业电商系列专题"，以多维度视角拆解行业变局。本篇为专题的第一篇，让我们走进中国白酒最大集散地郑州百荣世贸 商城。 作为中国白酒最大集散地，郑州百荣世贸商城正经历着一场暗波汹涌的冲击。 今年，2月9日，据阿里拍卖网显示，郑州百荣世贸商城1号楼将被拍卖，起拍价为19.68亿元。 距今时间已过去了4月有余，经历了两次拍卖，价格降至16.72亿元，标的仍以流拍告终，改为变卖。 除了白酒，郑州百荣世贸商城还有食品、日化等多品类批发集群，拥有超过2000家商户，产品供应覆盖全国30个省级行政区，是郑州最大 城市综合体。 7月20日下午，搜狐财经走访白酒聚集地郑州百荣世贸商城A座，一层店铺基本招满，二层开始已经有空缺的店铺，5层白酒区，空缺的店 ...

Investment Rating - The report maintains a "Strong Buy" rating for the food and beverage industry, specifically highlighting the potential in the liquor sector due to the ongoing digital transformation [1]. Core Insights - The report outlines the evolution of online liquor sales in China, indicating a significant growth trajectory with a 56.4% year-on-year increase in online liquor sales, reaching over 120 billion yuan in 2023 [3][23]. - The shift towards online sales is driven by several factors, including the pressure on traditional sales channels, the influence of substantial subsidies from e-commerce platforms, and the preferences of younger consumer demographics [3][34]. - The report anticipates a long-term trend towards the standardization of online liquor sales, with the potential rise of professional operational agencies to assist liquor manufacturers in navigating the digital landscape [3][44]. Summary by Sections Review of Online Liquor Development - The report identifies four key phases in the development of online liquor sales from 2000 to the present, highlighting the gradual maturation of the e-commerce landscape and the increasing integration of liquor brands into online platforms [3][4]. Reasons for Growth - The report attributes the growth of online liquor sales to the maturity of logistics and payment systems, the normalization of e-commerce subsidies, and the changing preferences of younger consumers who are more inclined to shop online [3][34][37]. Future Outlook - The report suggests that the online penetration rate for liquor is currently at 12%, indicating substantial room for growth compared to the overall consumer goods market, which has a penetration rate of approximately 30% [3][44]. - It also notes that the rise of high-potential channels like Douyin (TikTok) presents significant opportunities for further expansion in online liquor sales [3][44]. Investment Recommendations - The report recommends focusing on three main lines of investment: high-end liquor brands such as Kweichow Moutai and Wuliangye, mid-range brands like Shanxi Fenjiu, and local brands positioned in expanding price segments [3][44].