中信证券研报表示，白酒行业即将迎来春节旺季营销活动，渠道在经销商大会后持续学习吸收龙头企业 进行的渠道、产品等多维度改革经验。我们认为，行业或在新改革和新方向下重新聚焦市场培育和消费 者教育，促进开瓶动销并为经销商减负。综合考虑到动销已逐步平稳、2026年春节假期多一天、白酒春 节消费场景等诸多因素，我们判断2026年春节白酒实际动销有望维持平稳，无须过度悲观。再考虑到后 续逐步复苏趋势明确，看好白酒行业底部配置机会。预计2026年啤酒行业将在底部位置温和复苏，建议 关注渠道控制力强、具备品牌溢价能力的行业龙头。 全文如下 酒类｜行业加速聚焦消费者，底部推荐板块龙头 白酒行业即将迎来春节旺季营销活动，渠道在经销商大会后持续学习吸收龙头企业进行的渠道、产品等 多维度改革经验。我们认为，行业或在新改革和新方向下重新聚焦市场培育和消费者教育，促进开瓶动 销并为经销商减负。综合考虑到动销已逐步平稳、2026年春节假期多一天、白酒春节消费场景等诸多因 素，我们判断2026年春节白酒实际动销有望维持平稳，无须过度悲观。再考虑到后续逐步复苏趋势明 确，看好白酒行业底部配置机会。预计2026年啤酒行业将在底部位置温和复苏，建 ...

Group 1: Industry Overview - The overall sales in the industry are expected to decline by over 20% due to external demand shocks, with a gradual improvement month-on-month and a narrowing decline in the festive periods of Mid-Autumn and National Day, estimated at around 20% [1] - Business banquets are performing weakly, while mass consumption and wedding banquets are relatively resilient, with a smaller decline in Q3; high-end gifting shows improvement before the holidays [1] - Major liquor companies are adopting a more pragmatic approach, accelerating adjustments to reduce channel pressure, cutting investment, and enhancing operational efficiency [1] Group 2: Company Performance - Leading liquor companies such as Moutai, Wuliangye, and Fenjiu have achieved over 80% collection progress, while regional companies are generally around 70%, with pressure on mid-range liquor companies [1] - Wuliangye has held dealer meetings in multiple locations, emphasizing strict checks on market price disruptions and announcing increased subsidy policies for different-sized dealers [1] - The report from Citic Securities indicates that the third quarter of this year is expected to be the most challenging period for the industry's sales, prices, and market confidence, with a recovery trend anticipated in the latter half of the year [2] Group 3: Market Trends - Huachuang Securities highlights the importance of bottom catalysts in the liquor sector, with traditional consumption entering a bottom accumulation phase, and upcoming peak seasons likely to drive valuation recovery [3] - The launch of the new flagship product "Dazhen" by Zhenjiu Lidu has achieved a collection of 370 million yuan, with over 2,800 national alliance merchants signed [4] - The beer sector is facing increased competition and pressure from alcohol restrictions, with companies like China Resources Beer and Qingdao Beer maintaining stable pre-holiday stocking rhythms [5]