今年以来，白酒价格持续波动，降价成市场趋势，国家统计局最新数据为酒类市场释放更清晰信号。 根据国家统计局近日公布的数据，2025年6月份，全国居民消费价格同比上涨0.1%。但酒类价格同比下降1.7%， 环比下降0.3%；而纵观1-6月整体表现，酒类价格更是录得2.0%的同比降幅。持续走低的价格曲线背后，是消费市 场深层逻辑的悄然转变。 | | | 环比涨跌幅 | 同比涨跌幅 | 1-6月 | | --- | --- | --- | --- | --- | | | | (%) | (%) | 同比涨跌幅 (%) | | 居民消费价格 | | -0.1 | 0.1 | -0.1 | | 其中:城市 | | -0.1 | 0.1 | 0.0 | | 农村 | | 0.0 | -0.2 | -0.3 | | 其中:食品 | | -0.4 | -0.3 | -0.9 | | 非食品 | | 0.0 | 0.1 | 0.1 | | 其中:消费品 | | -0.1 | -0.2 | -0.4 | | 服务 | | 0.0 | 0.5 | 0.4 | | 其中:不包括食品和能源 | | 0.0 | 0.7 | 0.4 | | ...

7月8日，市场传出一份《四川水井坊股份有限公司相关声明》，具体内容包括"臻酿八号500毫升装全渠道停货""臻酿 八号520毫升装在电商渠道将采取稳价值链及买赠管控等举措""公司对6·18促销期间违反公司政策的客户和相关人员 进行了严肃查处，包括但不限于罚款、停播断链接、终止合作等措施"等。 来源于网络截屏 酒企纷纷停货，背后何种考虑？ 对于上述文件及其内容，南都湾财社记者联系水井坊（600779.SH）相关工作人员，对方表示相关文件及其内容属 实。水井坊在声明中表示：稳定渠道价格体系是工作重中之重，相关举措是为了进一步提振市场信心和产品价值，以 支持水井坊核心产品的全渠道稳健发展。 事实上，2025年开年以来，多家头部酒企陆续发布停货通知，包括习酒·窖藏1988、汾酒青花20、老白汾酒10、第三 代珍十五、第八代五粮液、42度500ml国缘四开及对开、洋河海之蓝及天之蓝、泸州老窖全品系等白酒品牌纷纷传出 暂停供货或严格配额管控的消息。 停货背后，业界人士分析认为，酒企的战略不乏在行业调整周期中、终端价格不稳等背景下"控货挺价"的逻辑，也有 去化渠道库存、保障经销商利润的考量。 南都湾财社记者注意到，在今年3月 ...

Core Insights - The 618 shopping festival has concluded, leading to varied price movements in the white liquor market, with some products experiencing price increases while others continue to decline [1][2][3] Price Trends in Major Cities - In Guangzhou, among 21 sampled white liquor products, 9 saw a decrease in average retail price, while 8 experienced an increase, and 4 remained unchanged [2] - Notably, high-end products like Moutai and Guojiao 1573 have seen price drops, with Moutai's average retail price falling to approximately 2304 RMB, a decrease of about 100 RMB from the previous period [2][3] - In Shenzhen, Moutai's average retail price is reported at 2298.5 RMB, with a notable decline in several high-end products due to ongoing market pressures [7][10] - East Dongguan's market shows a mixed trend, with 9 products increasing in price and 5 decreasing, highlighting the volatility in high-end liquor pricing [12][13] Online vs. Offline Pricing - Online platforms, particularly instant retail channels, are showing lower prices compared to offline supermarkets, with Moutai priced at 2229 RMB online, which is about 75 RMB lower than the overall average [3][8] - The price discrepancies between online and offline channels are significant, with products like Junpin Xijiu and Qinghua Lang being sold for much lower prices online compared to their offline counterparts [3][8] Impact of Regulatory Changes - The ongoing "ban on alcohol" has significantly impacted sales, particularly in high-end segments, leading to price reductions as businesses attempt to stimulate demand [9][10] - The combination of the 618 festival and regulatory changes has created a challenging environment for liquor companies, as they navigate maintaining sales volume and pricing stability [1][17] Summary of Average Prices - The average prices for key products as of July 4th are as follows: - Moutai: 2367.62 RMB [19] - Wuliangye: 1010.27 RMB [19] - Junpin Xijiu: 833.17 RMB [20] - Qinghua Lang: 943.11 RMB [20] - Guojiao 1573: 993.42 RMB [20]

Core Insights - The article discusses the transformation of local retail logic driven by the rise of instant retail, particularly in the liquor industry, where offline merchants are adapting to new consumer demands for faster and more convenient purchasing options [2][3][18]. Group 1: Instant Retail Growth - Instant retail has enabled offline merchants to actively reach consumers rather than passively waiting for them to visit stores, leading to significant sales increases during events like the 618 shopping festival [2][3]. - During the 618 event, liquor sales saw explosive growth, with some brands reporting a tenfold increase in GMV compared to the previous year, despite being in a traditionally slow season [3][5]. - The overall liquor sales on the first day of the 618 event exceeded 3 billion yuan, marking a more than 200-fold increase compared to the previous year [5]. Group 2: Consumer Behavior Changes - Consumers are increasingly favoring instant retail for its convenience, with a notable shift in purchasing habits towards immediate delivery options, which is expected to continue even after promotional pricing ends [9][12]. - The demand for liquor, particularly for immediate consumption scenarios, has surged, with instant retail platforms effectively addressing the need for quick access to products [5][13]. Group 3: Market Dynamics - The instant retail sector is projected to grow significantly, with the market size expected to exceed 1 trillion yuan for liquor by 2027, indicating a strong future for this segment [19]. - Major brands are adapting to this trend by developing new products tailored for instant consumption and enhancing their collaboration with instant retail platforms like Meituan [15][20]. Group 4: Operational Efficiency - Instant retail is transforming the operational models of offline merchants, allowing them to utilize data-driven decision-making and improve supply chain efficiency [3][18]. - Meituan's instant retail platform has connected nearly 1 million offline stores, providing a robust network that supports local businesses in reaching consumers effectively [20][22].

Core Viewpoint - The implementation of the strict "ban on alcohol" has led to a dramatic decline in sales for liquor stores, with an 80% drop in sales reported nationwide, indicating a significant shift in the Chinese consumption market and exposing the unsustainable reliance on public funds for the liquor industry [1][3][14] Group 1: Impact on Liquor Stores - Liquor store owners have experienced a drastic change in their business, with some reporting daily losses after the new regulations took effect, leading to a 90% drop in sales for many [3][6] - The reliance on government and corporate orders for high-end liquor has been highlighted, with 60% of high-end liquor sales previously depending on public funds, which has now been severely impacted [6][7] - Some liquor store owners are pivoting to selling lower-priced items like bottled water and beer, as high-end liquor sales have plummeted [3][8] Group 2: Industry Dynamics - The liquor industry has been characterized by a reliance on relationships and public procurement, creating a distorted market where prices were inflated due to artificial demand [7][10] - Major liquor companies are now struggling to maintain sales, with reports of a 70% drop in high-end liquor sales and excess inventory piling up [10][11] - Smaller regional liquor companies are adapting more quickly by eliminating sales targets and allowing flexibility for distributors, indicating a shift in strategy to survive the current market conditions [10][11] Group 3: Adaptation Strategies - Liquor store owners are employing various strategies to survive, including live streaming sales and focusing on community-based retail to cater to individual consumers rather than corporate clients [11][12] - Some owners are innovating by selling gift cards for high-end liquor, allowing customers to purchase discreetly without violating the new regulations [12] - The overall sentiment is that the industry will undergo a significant transformation, with predictions that 50% of liquor stores may close, and those that survive will need to adapt to a consumer-driven market [13][14]

Core Viewpoint - The city of Deyang is leveraging creative marketing strategies to enhance its brand image and promote its cultural and industrial strengths through a series of promotional events in Wuxi [2][8]. Group 1: Event Highlights - The Deyang city brand promotion event held from June 21 to June 25 in Wuxi featured a variety of engaging activities, including celebrity endorsements and local cultural showcases [2][3]. - The event included a "Deyang Goodies" market that allowed Wuxi residents to experience Deyang's local products and culture firsthand [5][6]. - A significant aspect of the promotion was the integration of traditional culture with modern media, creating a unique cultural feast [2][4]. Group 2: Cultural and Industrial Promotion - Deyang showcased its rich cultural heritage, including the ancient Sanxingdui civilization and local delicacies, alongside its modern industrial capabilities [3][7]. - The "共赢德阳" investment promotion conference highlighted Deyang's industrial achievements, such as being the world's leading producer of power generation equipment for 20 consecutive years [7][8]. - The event resulted in the signing of 13 investment projects and collaborations worth over 22 billion yuan, demonstrating the economic potential of Deyang [7][8]. Group 3: Marketing Strategy - Deyang's marketing strategy emphasizes storytelling in a relatable manner to connect with the audience, transforming industrial strengths into a recognizable city brand [8]. - The choice of Wuxi as the first stop in the Yangtze River Delta region maximized exposure for Deyang's industrial and cultural attributes [8]. - The series of promotional activities, including future events planned in other regions, aims to continuously enhance Deyang's brand recognition [8].

近日，五粮液（000858.SZ）高管公开表示："今年下半年，我们将推出29度五粮液等契合年轻人口味与 审美的产品。"这是39度五粮液之后，又一款更低度化的白酒产品。 南都湾财社记者了解到，今年6月份，29度五粮液展开市场调研，共调出三个样品向市场搜集调查问 卷，主要受众年龄段、围绕口感、价格等展开；口感方面，主要香气浓郁度、香气舒服度、入口甜厚 度、饮用后的舒适度等展开调研，价位段上给出200-300元、300-400元、400-500元以及500元以上四个 选项。 白酒分析师肖竹青对南都湾财社记者表示，29度五粮液能够迎合年轻人和女性等消费群体的需求；年轻 人对酒的接受度和消费习惯与传统白酒主流消费群体有所不同，他们更倾向于低度、口感丰富且时尚的 酒饮；29度五粮液的推出正好契合了这一趋势。 纵观当前低度白酒市场，各大白酒巨头旗下的拳头品牌低度化产品多在38度及其以上，比如43度飞天茅 台、38度国窖1573、39度五粮液、42度汾酒青花30以及38度剑南春水晶剑等。换言之，低于30度的拳头 品牌产品较罕见，29度五粮液饿的推出，亦是企业根据消费群体变化、市场变革的年轻化策略。 29度五粮液即将面世，瞄准 ...

在2025四川国际美酒博览会圆满落幕之际，作为主办方之一 的剑南春再次成为行业瞩目的焦点。 作者：江雪 封图：图片资料室 6 月 18 日，中国酒业迎来一场文化盛宴。第二届中国酒业 " 华夏美学 " 大会在中国美酒名城德阳 绵竹隆重启幕，以 " 以中国美酒 致敬华夏文明 " 为主题，云集行业领袖与专家学者，共同探寻中 国酒文化的审美意蕴与产业创新之道。 作为绵竹产区的领军企业与东道主，剑南春以一系列精彩活动向世人展示了这片酿酒沃土 1500 余 年的酿造传奇——从南齐永明五年的历史深处走来，穿越盛唐宫廷的辉煌岁月，至今仍在续写着中 国名酒的璀璨篇章。 剑南春集团副董事长、总经理乔愚在仪式上表示，企业始终坚持智能酿造技术的迭代升级，持续推 进传统工艺的现代化转型。大唐国酒生态园二期工程的正式投产，既是剑南春发展历程中的重要里 程碑，也是中国名酒企业在坚守传统与开拓创新方面的一次成功实践。 剑南春还创新构建了覆盖质量管控、生产管理、物流配送、市场营销等环节的全生命周期追溯平 台，实现了产品从生产到消费的全流程可追溯。通过建立酿造与销售之间的完整数据链条，剑南春 成功打通了生产与市场的信息壁垒，实现了产品与消费者的 ...

Group 1 - The opening ceremony of the second phase of the Datang National Liquor Ecological Park by Jian Nan Chun Group marks a significant milestone in the company's development and showcases the innovation in China's famous liquor industry [2] - The total investment for the second phase project is planned at 1.67 billion, which is expected to add an annual production capacity of 30,000 to 50,000 tons of liquor, resulting in an increase of over 10 billion in annual industrial output value, over 1.5 billion in annual profit, and over 2 billion in annual tax revenue, along with approximately 3,000 new jobs [2] - The ceremony featured a symbolic ignition of the new brewing workshop with the participation of notable guests, highlighting the integration of cultural elements into the liquor production process [2] Group 2 - Jian Nan Chun's marketing case titled "Bringing Cultural Relics to Life" was selected as one of the top ten innovative marketing examples for Sichuan liquor brands for the 2024-2025 period [3]

Core Viewpoint - The white liquor market is experiencing a significant price war during the 2025 "618" e-commerce promotion, with major brands like Moutai and Wuliangye seeing their high-end product prices drop below wholesale levels, raising market concerns [1][2]. Group 1: Price Changes - During the "618" promotion, Moutai's price dropped to as low as 1840 yuan per bottle from a previous range of 2300 to 2500 yuan [1]. - Wuliangye and Guojiao 1573 saw their prices fall below 861 yuan and 779 yuan per bottle, respectively, which is lower than their wholesale prices [1]. - Mid-range products like Jian Nan Chun also experienced price reductions, with a selling price of 344 yuan per bottle, below the recent wholesale price of 405 yuan [1]. Group 2: Market Dynamics - The price reductions are attributed to inventory pressure and a seasonal downturn in the white liquor industry, coinciding with the "618" e-commerce sales [2]. - The shift towards e-commerce sales has led to an increase in counterfeit products, prompting companies like Wuliangye to issue warnings and take action against fake goods [4]. - The overall market downturn has affected the capital market, with all 20 A-share white liquor stocks declining, resulting in a market value loss of 340 billion yuan this year [4]. Group 3: Industry Challenges - The industry is facing dual pressures from social consumption and cyclical adjustments, transitioning from an incremental market to a stock competition phase [5]. - Companies need to focus on inventory optimization, channel stabilization, and boosting consumer confidence during this challenging period [5].