Core Insights - The overall performance of the liquor market, particularly for baijiu, is poor this year, with leading companies experiencing slowed growth and mid-tier companies facing significant losses. There is a notable inventory backlog in distribution channels, leading to price inversions for many baijiu products [1][12]. Product Insights - There is a trend of price and quality reduction among many liquor brands, often due to insufficient supply of quality raw materials. Companies may lower prices to balance profits, subsequently introducing higher-end products to fill the price gap left by the lower-quality offerings [3][4]. - New batch purchases should be approached with caution, and it is advisable to rely on reviews before making decisions. Companies often promote new batches as improved, utilizing media and public relations to manage public perception [3][4]. Channel Insights - The importance of purchasing from reputable channels is emphasized, as many consumers still gamble on cheaper, less reliable sources. This behavior reflects a broader human tendency towards risk-taking in consumption [6][9]. - The article warns against the pitfalls of purchasing from small or unfamiliar channels, suggesting that consumers should stick to larger, established distributors [8]. Media Insights - There is a growing concern about misleading information in the media regarding "scooping" deals on baijiu. Many platforms exploit this trend for traffic, often leading new consumers to potentially harmful links or false pricing information [7][9]. - Consumers are advised to be cautious of information bubbles within liquor groups, where hidden agendas may exist, including the presence of undercover sellers posing as regular consumers [9][10]. Market Trends - The current market for branded liquor is underperforming, with significant inventory pressures. Large e-commerce platforms may engage in aggressive marketing strategies towards the end of the year to attract quality traffic, potentially leading to price reductions for certain brands [12]. - Historical patterns suggest that the initial price cuts may occur among third-tier brands facing operational difficulties, as these brands have some market presence but are less protected against aggressive e-commerce strategies [12].