500元左右价格带，酒业曾经的"香饽饽" 每个时期，一定有主流价格带，处于这个价格带的产品，就是主流产品。纵观当下白酒行业，基本市场 上每个超级大单品，都是其所在价格带的代表性品牌，因此，占领了一个价格带，就占领了一个时代。 过去很长一段时间，白酒主流价格带都是向上升级，未雨绸缪，提前布局下一个主流价格带就显得很有 必要。此外，随着一线名酒和省级龙头逐渐挤压，各个价格带的容量也正在逐渐变小，提前布局的重要 性更加凸显，企业必须瞄准未来5年，甚至是10年后的市场。 其中，作为次高端"黄金分割线"的500元价格带，既能成为千元价位高端白酒的"平替"，又能实现社交 消费和极致性价比的心智占位，成为了众多酒企的共同选择。 古20就是500元价格带成功占位的案例之一。自2018年上市以来，仅一年多时间销售额就突破10亿大 关，创造了次高端白酒历史上增速最快的大单品纪录。截止2024年，古20已经成长为50亿级的大单品， 对古井贡酒品牌提升、全国化拓展起到了重要作用。 在2024年，500元价格带的"争夺战"进一步加剧。水井坊表示要提升500+以上产品价位带的业绩，洋河 全方位升级梦之蓝商务版，汾酒推出了汾酒青花26·复 ...

Core Viewpoint - Major e-commerce platforms are aggressively competing for users during the 618 mid-year promotion, utilizing strategies like substantial subsidies to attract customers, particularly in the high-margin liquor segment, where well-known brands are becoming key products for driving traffic [1][2][3] Group 1: Price Trends and Discounts - During the 618 period, e-commerce platforms offered significant subsidies on premium liquor brands such as Moutai and Wuliangye, with some prices dropping below wholesale reference prices [2][3] - The price of 53-degree 500ml Moutai has notably decreased, with current prices ranging from 2099 to 2200 yuan per bottle, down from approximately 2300 to 2500 yuan last year [2] - Discounts on other high-end liquor brands have also been observed, with some products priced below their respective wholesale prices, indicating a broader trend of price reductions across various liquor categories [3][5] Group 2: Market Dynamics and Competition - The liquor market is experiencing intense competition, with e-commerce platforms and liquor distributors both seeking to clear inventory and attract more users, leading to price reductions [6][7] - Analysts suggest that while subsidies boost online sales, they may disrupt the pricing structure in offline markets, affecting distributors' profit margins [6][7] - Traditional liquor distributors are adapting to the shift towards online sales, with some exploring new marketing strategies like live streaming to maintain competitiveness [6][7] Group 3: Consumer Behavior and Market Shifts - There is a noticeable shift in consumer preferences towards better price-to-quality ratios, with younger consumers increasingly opting for alternative beverages over traditional liquor [8][9] - The wedding market has shown signs of recovery, with a significant increase in booking volumes, yet the price range for wedding liquor has contracted, reflecting changing consumer habits [8] - Major liquor companies are focusing on expanding their product offerings and targeting younger demographics to adapt to evolving market conditions [9]

Core Viewpoint - The concert sponsorship by liquor companies has become a new marketing strategy, with initiatives like "buying liquor for tickets" emerging as a significant promotional tactic, although its effectiveness in inventory reduction is debated [2][11][12]. Group 1: Industry Trends - Major liquor brands, including Yanghe and Xijiu, are increasingly engaging in concert sponsorships, with the concert market projected to generate a total revenue of 79.629 billion yuan in 2024, reflecting a year-on-year growth of 7.61% [3][11]. - The trend of liquor companies sponsoring concerts has intensified over the past two years, with over 10 concerts sponsored by liquor brands since the beginning of 2023 [3][12]. - The "buy liquor for tickets" model is being widely adopted, with examples including Yanghe's sponsorship of Andy Lau's concert, where purchasing liquor products was necessary to obtain tickets [4][6]. Group 2: Marketing Strategies - The "buy liquor for tickets" strategy has been utilized by various liquor companies, with significant ticket prices requiring substantial liquor purchases, such as needing to buy over 5.8 million yuan worth of products for three tickets [6][8]. - Local liquor brands are also employing this strategy, with ticket prices linked to liquor purchases, such as the 2,088 yuan ticket requiring the purchase of six bottles of a specific liquor [8][9]. - The sponsorship of concerts not only increases brand exposure but also aims to drive sales through promotional tactics, although the actual sales impact is considered limited [11][12][13]. Group 3: Challenges and Limitations - Despite the short-term sales boost from concert sponsorships, the long-term effectiveness of the "buy liquor for tickets" model is questioned due to limited consumer purchasing power and challenges in tracking product distribution [11][13]. - The liquor industry is facing high inventory levels and competitive pressures, making traditional promotional methods less effective, thus prompting companies to explore concert sponsorships as a viable option [11][12]. - The success of the "buy liquor for tickets" model is contingent on the willingness of artists to participate, as some artists' teams may reject such marketing strategies due to concerns about fan impact [13][14].