文 | 昭昭 进入"金九银十"旺季，白酒企业也多次传来了好消息。先是贵州茅台传出消息：9月以来，贵州茅台酒终端动销环比增长约1倍，同比增长超20%；后是五 粮液市场层面也传来好消息：自9月25日以来，第八代五粮液批价上涨了80元/箱，动销也呈现出加速回暖趋势。 龙头企业的回暖，为行业点亮了前行的光。特别是随着中秋国庆"双节"的到来，让沉寂了大半年的白酒行业，重新热闹了起来。 然而九频道却观察发现，本应火热的双节销售旺季，却呈现出"冷静、冷淡、理性"的独特态势——酒企营销策略以开瓶、动销为导向，酒商渠道布局转向 线上，消费者购买模式回归理性。这种转变背后，是行业库存周期、渠道结构变革、消费场景重构三重因素交织作用的结果。 酒企营销变革：以动销、开瓶为导向 长久以来，中秋国庆作为开启下半年旺季营销的重要节点，被酒企们寄予了厚望。今年双节前夕，各大酒企的营销动作虽不如往年丰富，但也很有特色。 在新品创新上，"大珍·珍酒"正式上市，以600元价格对标3600元酒质的产品力、4个月实现2860家客户签约的渠道力等等让其试销即热销；国台发布的行 业首款元宇宙概念酒——国台元宇宙·启元酒，开售半小时内销售额即突破百万元。 ...

Core Insights - The Chinese liquor industry is undergoing a significant transformation, with younger consumers shifting their drinking habits towards more casual and relaxed settings, moving away from traditional business-oriented consumption [2][4] - E-commerce and instant retail are reshaping consumer decision-making processes, emphasizing the need for brands to adapt to new consumption patterns [2][7] Group 1: Changing Consumer Preferences - Young consumers prioritize emotional value and the experience of drinking over traditional social functions, leading to a rise in demand for low-alcohol beverages [3][4] - The economic downturn has reduced formal business gatherings, further decreasing the demand for traditional business wines [4][5] - New consumption trends highlight a preference for self-indulgent drinking experiences, with younger consumers favoring solo drinking or casual gatherings over competitive drinking [4][5] Group 2: Market Dynamics - The primary consumer base for liquor remains middle-aged and older individuals, but the focus on younger consumers is increasing as brands seek to cultivate future buyers [5][6] - Low-alcohol and small-packaged products are seen as entry points for younger consumers, but high-alcohol beverages will continue to play a significant role in formal settings [6][10] Group 3: Channel Evolution - The rise of e-commerce and instant retail is causing a profound impact on traditional distribution channels, necessitating a balance between online and offline sales strategies [7][8] - The shift in consumer power from manufacturers to consumers requires brands to be more responsive to consumer demands and preferences [8][11] Group 4: Future Trends - The liquor industry is expected to continue evolving, with formal consumption remaining high-end and casual consumption diversifying into low-alcohol and unique flavored beverages [15] - Brands that can identify and leverage their core competitive advantages during this adjustment period will be better positioned for future success [15]