Workflow
白酒行业年轻化
icon
Search documents
韩媒关注:中国白酒行业“年轻化”
Huan Qiu Wang· 2025-07-14 00:08
中国白酒业正摆脱传统"高度数"的形象,迎来全新发展风潮。中国多家头部白酒企业纷纷预告将推 出酒精度数低于29度的新产品,标志着白酒市场"降度"革命正式拉开帷幕。虽然近年来中国市场已出现 一些低度酒产品,但这是首次有知名白酒品牌涉足低度酒领域。 中国的低度白酒市场正在迅速壮大。低度白酒的市场规模从2020年的约3.7万亿韩元(1000韩元约 合5元人民币)增长到2024年的约10.89万亿韩元,预计2025年将达到14万亿韩元规模。而这股增长背后 的核心动力,正是年轻消费者。 【中国白酒网】韩国《中央日报》7月13日文章,原题:瞄准年轻一代,中国白酒业掀起"降度革 命" 中国酒类行业发布的有关年轻人饮酒及中国酒类品类创新的研究报告显示,目前白酒消费者中有 34%是20至30多岁的人,中国境内潜在的年轻酒类消费者高达4.9亿人,相关市场规模约为76万亿韩 元。 一些专家也认为,这种变化不会只是短期潮流,还可能重塑整个行业结构。有分析指出,"低度酒 可能成为未来白酒行业的核心市场,若产品研发与渠道策略配合得当,将成为新的增长引擎"。 根据中国一家酒类企业的调查,相比于高度数的白酒,一些年轻人对低度酒产品更加偏好。面 ...
茅台的拐点还是来了
Sou Hu Cai Jing· 2025-07-01 08:20
Core Viewpoint - The recent price fluctuations of Moutai have raised concerns in the market, with the wholesale price of scattered bottles dropping below 2000 yuan for the first time, leading to further declines and panic among distributors [1][3]. Price Trends - As of June 23, 2025, the wholesale reference price for scattered Moutai is 1870 yuan per bottle, while the original box price is 1935 yuan [1][2]. - The price drop has been attributed to multiple factors, including economic downturns, seasonal demand fluctuations, and aggressive pricing strategies from e-commerce platforms during promotional events [3][4]. Market Dynamics - The economic downturn has led to reduced demand for high-end liquor, particularly during the traditional off-peak summer season, exacerbating supply-demand imbalances [3][7]. - The implementation of strict regulations against alcohol in government receptions has further pressured the market, leading to a significant decline in Moutai's consumption [3][7]. Industry Impact - Moutai's price drop has triggered panic among distributors, with reports of significant losses and a halt in stockpiling [9]. - The high inventory levels, estimated at 1.2 billion bottles, combined with new production capacity, have led to a drastic reduction in Moutai's annual return rate from 28% to 5% [9]. Consumer Behavior - The changing preferences of younger consumers, who are increasingly drawn to more affordable alternatives, have contributed to Moutai's declining market position [24][28]. - The rise of brands like Fenjiu, which have successfully targeted younger demographics with lower price points, highlights the shift in consumer behavior away from traditional high-end products like Moutai [24][28]. Distribution and Sales Channels - Moutai has been adapting to changes in consumer purchasing habits by enhancing its direct sales channels, which now account for 43.8% of its revenue [20][21]. - The company's digital marketing efforts and the establishment of its own online platforms reflect a broader trend in the industry towards direct-to-consumer sales [20][22].