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行业术语规范化变革
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中国酒业协会推动行业术语规范化变革:“勾调”取代“勾兑”、淡化“香型”概念、将≥25度的酒统称为“高度酒”-财经-金融界
Jin Rong Jie· 2025-09-05 02:23
Core Insights - The Chinese liquor industry is facing structural challenges, including inventory pressure and changing consumption scenarios, with a shift from large gatherings to smaller social settings [1][2] - The focus for future competition will be on capturing the younger consumer demographic by emphasizing emotional value and social attributes in products rather than just alcohol content [1][2] Industry Challenges - There is a notable increase in inventory due to rapid channel expansion during the pandemic, leading to conflicts between traditional distribution channels and e-commerce platforms [1] - The reduction in public consumption and the shift towards casual drinking among friends and family are changing the drinking landscape [1] Consumer Trends - Younger consumers are prioritizing emotional value, drinking methods, and social aspects over traditional drinking habits [1] - The industry is encouraged to adopt a "low-alcohol high-quality" approach, focusing on enhancing flavor profiles and allowing consumers to choose their drinking experiences [1] Regulatory Changes - The China Alcohol Industry Association is promoting the standardization of industry terminology, including replacing "勾兑" with "勾调" and redefining product characteristics based on "brand + flavor" rather than "aroma type" [1] - There is a proposal to categorize all beverages with an alcohol content of 25 degrees or more as "high-alcohol" drinks, encouraging companies to focus on flavor development without emphasizing low alcohol content [1] Strategic Recommendations - Liquor companies are advised to shift from a production-oriented approach to a consumer-oriented one, engaging directly with consumers to define new drinking scenarios [2] - Emphasis on multi-dimensional innovation in products, marketing, and drinking methods is essential to adapt to the evolving consumer landscape [2]