白酒传统线下销售的旧生态正面临电商的挑战。 "618"大促活动正陆续展开，虽然今年白酒大促力度不及上年同期，但整体白酒市场售价再遭打压，而 且连续两年的名酒低价促销也让酒商的心思有了新变化。 第一财经记者在走访中发现，部分酒商无力对抗平台，选择"打不过就加入"，这也让白酒传统的线下分 销模式面临更大的挑战。 酒商选择"打不过就加入" "今年很多线下门店都参加了大促，这在往年并没有过。"山东济南酒水批发商老盛告诉第一财经记者， 今年线上的白酒促销价格再次低于线下，他作为批发商也感受到了很大的压力。 今年超长的"618"大促从5月份就已经启动，相比去年同期，由于淘宝和京东没有加入，所以原本电商名 酒促销整体力度低于往年。但近期美团等即时零售平台突然开启白酒大促，让市场发展再次走向去 年"618"的剧本。 老盛告诉第一财经记者，某国内名酒在电商平台才卖850元/瓶左右，自己拿货都要超过900元/瓶，特别 是即时零售平台加入今年大促后，客户比价更为方便，导致市场酒价、门店销售都在下滑。 记者注意到，2024年末，国内主要酒企都采取了一轮挺价措施，酒水批发价格也随之回升，但到今日飞 天茅台、五粮液普五、泸州老窖1573 ...

Core Insights - The 2025 "618" e-commerce event has set a record for its duration, lasting 37 days from May 13 to June 18, but has seen a decline in consumer enthusiasm and merchant participation compared to previous years [2][3] E-commerce Trends - The current "618" event is characterized by a focus on straightforward discount rules, replacing complex "full reduction" strategies with simpler "direct discounts," aiming to stimulate consumption [3] - Major beneficiaries of this year's "618" include home appliances and consumer electronics, while the white wine category has notably lost its previous popularity [3][4] White Wine Market Dynamics - White wine sales have not featured prominently in the initial sales reports, indicating a significant drop in consumer interest [3][4] - The overall transaction volume for white wine on platforms like Meituan has seen a dramatic increase, with a reported 200-fold growth year-on-year, but this is contrasted by a general decline in participation from white wine merchants [4][8] Merchant Sentiment - Many white wine merchants are losing interest in participating in major e-commerce promotions like "618," preferring to focus on regular promotions or traditional holiday sales [8][9] - The sentiment among merchants is that the extended duration of "618" has diluted its promotional impact, leading to a lack of excitement and lower expectations for sales outcomes [8][9] Pricing and Supply Control - The white wine industry is experiencing a trend of supply control, with manufacturers tightening online supply to stabilize prices, following previous price instability during past promotions [9][10] - Prices for major brands have been observed to decrease during the "618" event, with significant discounts being offered across various platforms [10][13] Conclusion - The white wine sector is facing challenges in adapting to the evolving e-commerce landscape, with a shift in focus towards regular sales strategies rather than reliance on large promotional events [8][9]