新浪财经"酒价内参"重磅上线 知名白酒真实市场价尽在掌握 来源：美通社 北京2025年12月24日 /美通社/ -- 在2025年过去的日子里，市场因颠覆性变革而重塑需求格局，在此背景 下，中国白酒生产商五粮液近日召开年度盛会，共商应对酒业市场变化的策略，凝聚共识。 此次活动为五粮液第二十九届12•18共识共建共享大会，吸引了全球目光。众多业内人士齐聚中国西南 部四川省宜宾市，共同探寻中国白酒行业的变革轨迹与未来走向。 正如马来西亚一家公司的业务经理所言，鉴于五粮液卓越的品质、品牌地位和市场价值，他对五粮液的 未来充满信心，并愿意继续在马来西亚与该公司开展合作。 五粮液的坚定决心源于其自身深厚的发展基础及品质、品牌、市场、团队、资金五大突出优势，这些优 势有望进一步释放其发展潜力。 多年来，这家中国白酒企业始终把卓越品质作为立企之基，酿酒专用粮基地达170万亩，并打造了以硬 科技为支撑的529和533车间，以实现精准的质量管控。 这些努力使其在国内外斩获多项质量大奖，其中包括2025年欧洲质量管理基金会(EFQM)全球奖 -- 这一 奖项是全球三大顶级质量奖项之一，代表着组织质量的标杆。 2025年，中国白酒 ...

Core Viewpoint - The Chinese liquor industry is undergoing a deep adjustment period characterized by policy changes, shifts in consumer structure, and intense competition, as highlighted by the speech at the "2025 China Enterprise Competitiveness Conference" [1][3]. Industry Insights - The Chinese liquor market is experiencing profound changes in consumption patterns, driven by a combination of regulatory adjustments and evolving consumer preferences [1][3]. - The industry is currently in a phase of deep adjustment, marked by three overlapping challenges: policy adjustments, transformation of consumption structure, and competition among existing players [1][3]. Company Strategy - Shaanxi Xifeng Group emphasizes that tradition should not be viewed as conservatism but rather as a foundation for innovation [1][3]. - The company believes that youthfulness in the market does not mean disruption but rather revitalizing classics, focusing on the essence of Fengxiang culture and consumer demand [1][3]. - Xifeng Group has adopted a transformation strategy that balances reduced sales with innovation, avoiding rigidity while remaining rooted in tradition [1][3].

Core Insights - The article discusses the evolution and current state of the Chinese liquor industry, particularly focusing on the baijiu market, which is characterized by various flavor profiles and a significant shift in consumer behavior towards online purchasing and younger demographics [3][5][41]. Industry Overview - Baijiu is a unique traditional distilled liquor in China, primarily made from sorghum, with three main flavor types: strong aroma, sauce aroma, and light aroma [8][10]. - The baijiu market has seen a transformation driven by consumer preferences, particularly among the younger generation, leading to a more integrated approach in sales channels [5][41]. Market Dynamics - The baijiu industry is undergoing supply-side structural reforms, with a focus on reducing production capacity while enhancing efficiency and profitability [19]. - The market size for baijiu is projected to reach 861.8 billion yuan in 2024, reflecting a year-on-year growth of 10.23% [19]. Consumer Trends - The Z generation is becoming the main consumer force, with a notable shift towards rational and personalized consumption, and a decrease in traditional business drinking [5][45]. - Online sales of baijiu are expected to grow, with 2023 seeing approximately 900 billion yuan in online sales, although the online penetration rate remains relatively low at 11.9% [41][45]. Pricing and Competition - The pricing structure of baijiu is evolving, with a noticeable shift towards mid-range products, indicating a change in consumer demand [26][30]. - The industry is experiencing increased concentration, with the top 10 brands' market share rising from 18.8% in 2015 to an expected 57.1% by 2024 [33]. Production and Supply Chain - The production process of baijiu is highly standardized, ensuring consistent quality across products, with major brands like Moutai employing complex manufacturing processes [17]. - Sorghum, the primary raw material for baijiu, has seen a rebound in planting area, increasing from 425,000 hectares in 2015 to 630,000 hectares in 2023 due to rising demand [10][12]. Regional Competition - The regional competition in the baijiu market is characterized by strong local brands in provinces like Shanxi and Jiangsu, while national brands dominate in other areas [39][36].

Core Insights - The Chinese liquor industry is undergoing significant adjustments and transformations, shifting from scale expansion to quality efficiency, from traditional channels to digital and experiential marketing, and from single product competition to comprehensive industry chain competition [1] Group 1: Company Development - Since its establishment in 2017, the Sichuan Liquor Group has achieved remarkable growth, with annual revenue increasing from 0 to 38 billion yuan and assets expanding 17 times [2] - The company has focused on integrating multiple excellent liquor enterprises and quality raw liquor production capacity within Sichuan, creating a large industrial base covering key liquor production areas [4] Group 2: Industry Positioning - Sichuan Liquor Group has become the largest raw liquor producer and supplier in China, developing a diversified product system that includes staple liquor and customized liquor [4] - The company operates a "百城百品百亿" (Hundred Cities, Hundred Products, Hundred Billion) initiative, which supports regional brands and helps them expand beyond Sichuan [5] Group 3: Quality and Innovation - Quality control is a fundamental aspect of the liquor industry, and Sichuan Liquor Group has established a comprehensive quality traceability system from production to consumption [7] - The company has created a strong talent pool by gathering industry experts, which supports continuous innovation and enhances its competitive edge [7] Group 4: Future Strategy - A strategic conference is scheduled to unveil the company's development goals and strategies for the next five years, focusing on brand value and innovative operational models [8] - The upcoming "川酒集团·潮饮生活节" (Sichuan Liquor Group Trendy Drinking Festival) aims to engage consumers and promote the brand's youthful and trendy image [10]

Core Viewpoint - The price of Moutai has significantly dropped, reflecting a shift in consumer behavior and market dynamics, moving from a status symbol to a regular product [3][10][18]. Group 1: Price Trends - The wholesale price of 53-degree Moutai has fallen below 1600 yuan, marking a historical low, compared to its peak of around 3000 yuan in late 2021, indicating a nearly 50% decline in four years [3][13]. - In early 2024, the price was still high, but by April, it dropped from 2600 yuan to 2100 yuan, signaling a change in market sentiment [10][12]. - By November 2023, the price had further decreased to 1600 yuan, with reports of significant losses for distributors who had purchased at higher prices [12][14]. Group 2: Market Dynamics - Moutai's decline is attributed to overproduction, changing consumer preferences, and the impact of e-commerce on pricing [16][21]. - The production capacity of Moutai reached 57,200 tons in 2023, with expectations to increase to 67,200 tons by 2025, leading to an oversupply situation [18][20]. - The shift in consumer behavior, particularly among younger generations favoring lower-alcohol beverages and a more casual drinking culture, has diminished Moutai's status as a social currency [17][24]. Group 3: Consumer Behavior - Younger consumers prioritize experience and atmosphere over traditional status symbols, leading to a decline in Moutai's appeal as a luxury item [17][22]. - The traditional consumption scenarios for Moutai, such as business banquets, have been negatively impacted by new regulations and changing corporate spending habits [21][25]. - Efforts by Moutai to adapt to younger consumers, such as introducing smaller packaging and promotional events, have not yet yielded significant results [24][25]. Group 4: Industry Implications - The entire liquor industry is facing challenges, with high inventory levels and declining demand affecting various segments [21][25]. - Moutai's price drop is part of a broader trend in the industry, where companies must adapt to changing consumer preferences and market conditions to survive [25]. - The focus is shifting back to the essence of drinking rather than speculation and investment, which may stabilize the market in the long run [25].

Group 1 - The Chinese liquor industry is undergoing profound changes by 2025, with shifts in consumer habits, channel restructuring, and capital market hesitance leading to both challenges and new opportunities [3][4][6] - The competition among regional liquor companies is becoming crucial due to increasing market concentration, consumption stratification, and channel inventory pressure, with four strategies proposed for success: market research, comprehensive assessment, terminal competition, and digital empowerment [5] - The rise of the post-90s generation in the liquor market is reshaping industry dynamics, with new players leveraging innovative channels like live streaming and instant delivery to drive growth [6][7] Group 2 - The upcoming Mid-Autumn Festival sees major liquor companies signaling price stabilization and increased channel investment to counter market pressures, with strategies including sales expense increases and inventory optimization [8][9] - Over 70% of consumers prefer classic products, indicating a return to value-driven purchasing during the holiday season, with brands focusing on quality and cultural elements to attract buyers [9][10] - Meituan's collaboration with top liquor brands to establish a comprehensive authenticity assurance system marks a significant leap in the instant retail sector, enhancing consumer trust and promoting a healthy market environment [10][11] Group 3 - The liquor industry is experiencing a shift towards rational consumption, with light bottle liquor gaining popularity as consumers prioritize cost-effectiveness and brand loyalty [12] - Major brands are engaging in cultural and experiential marketing to deepen connections with consumers, as seen in Qingdao Beer’s fan events and Wuliangye’s international cultural exchanges [13][15] - The launch of new products and strategic initiatives by companies like Langjiu and Niulanshan reflects a focus on quality and cultural resonance, aiming to capture market share in a competitive landscape [20][18] Group 4 - The establishment of quality control systems and agricultural partnerships by Fenjiu demonstrates a commitment to high-quality growth and sustainability in the liquor industry [25][26] - The introduction of low-alcohol products by companies like Fenyang Wang reflects a trend towards healthier drinking options, catering to evolving consumer preferences [27] - The integration of liquor with culinary experiences, as seen in Fenjiu's collaboration with Huaiyang cuisine, highlights the industry's efforts to innovate and enhance consumer engagement [28]

Core Insights - The Chinese liquor industry is experiencing a recovery during the "Golden September and Silver October" season, with major companies like Kweichow Moutai and Wuliangye reporting significant sales growth [2][3] - Despite the expected sales boom during the Mid-Autumn Festival and National Day, the market is characterized by a "calm, indifferent, and rational" consumer behavior, shifting marketing strategies towards sales activation and online channels [2][10] Group 1: Marketing Strategies - Major liquor companies are adopting a sales-driven approach, focusing on direct promotions and product accessibility rather than traditional brand exposure [5][6] - New product launches, such as "Da Zhen·Zhen Jiu" and the first metaverse concept liquor by Guotai, have seen immediate success, indicating a shift towards innovative offerings [3][4] - Companies like Moutai and Fenjiu are implementing promotional activities that cater to diverse consumer needs, emphasizing practical sales over ceremonial marketing [5][6] Group 2: Channel Transformation - The marketing strategies during the double festival have shifted towards localized and online-focused approaches, enhancing consumer engagement and market growth [7][9] - Collaborations with local cultural events and online platforms have been utilized to create immersive consumer experiences, such as the "Jiu Gui Jiu" campaign in Hunan [8][9] - The rise of instant retail partnerships, like that of Tuopai and Meituan, exemplifies the industry's adaptation to new consumer behaviors and preferences [9] Group 3: Consumer Behavior Changes - There is a notable shift towards rational consumption, with consumers preferring to buy based on immediate needs rather than bulk purchasing [10][11] - The popularity of lower-priced and lower-alcohol products reflects changing consumer preferences towards health and personal enjoyment [11] - The industry is undergoing a fundamental transformation from "scale expansion" to "quality enhancement," indicating a long-term shift in the value system and business models within the liquor market [10][12]

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]