a 0 0 a 0 O 面方都非報 廣一网Oceeee 这场宴席的"瘦身"运动，正倒逼着从酒企到终端商的整个产业链告别过往依赖大规模宴席的模式，转向 更精细、更创新、更注重真实消费体验的新战场。 升学宴规模锐减：从盛宴到小聚 一位酒厂工作人员对记者表示，受相关政策的影响，升学宴规模变化较大，因为教师属于事业单位，也 被划分为公职人员，所以谢师宴大规模减少，教师不敢参加。 南都湾财社记者注意到，今年5月，新修订后的《党政机关厉行节约反对浪费条例》正式印发，其中明 确"工作餐不得提供高档菜肴，不得提供香烟，不上酒"。在该新规出台后不久，不少地方也在倡议"严 禁违规操办和参加升学宴""公职人员不得违规操办升学宴，教师不得参加学生及家长操办的任何形式的 升学宴"。 "我们一位经销商自己的孩子升学都没有办升学宴。粗略统计，今年升学宴规模相较于去年减少六 成。"一位成都区域的酒厂负责人对记者说道。 "规模变小了，以前几十桌的规模现在只有几桌，通常就是2-3桌的小规模，有个不成文的规定，不能超 过6桌，以前是不能超过18桌。"一位成都区域的酒商对记者表示。 政策收紧与消费理性双压下，白酒行业正经历一场前所未有的宴席场景重构 ...

Group 1 - The report titled "2025 White Liquor Industry ESG White Paper" focuses on the development of the white liquor industry and its ESG practices, providing a comprehensive overview and future direction for practitioners and researchers [1][2] - The white liquor industry is a unique symbol of Chinese traditional culture and economic life, evolving from workshop-style brewing to industrial production, and expanding from regional consumption to national and global markets [1][8] - The report presents data on grain production, including a total planting area of 119,319.1 thousand hectares, a total yield of 70,649.9 million tons, and a yield per unit area of 5,921.1 kg/hectare, which serves as a reference for understanding the raw material supply for the white liquor industry [1][26] Group 2 - The ESG development section highlights the importance of ESG principles in the white liquor industry, emphasizing the need for companies to balance economic benefits with social value while enhancing long-term competitiveness through ESG practices [2][7] - The report analyzes the ESG practices of leading companies such as Kweichow Moutai, Wuliangye, and Shanxi Fenjiu, focusing on their carbon neutrality plans, greenhouse gas emission verification, and environmental information disclosure [2][3] - The white paper discusses the role of organizations like the Shanghai Modern Service Industry Association and the Hongxing ESG Research Institute in promoting ESG principles and providing solutions for companies [3][7] Group 3 - The white liquor industry is characterized by strong resource constraints, relying heavily on natural endowments such as quality water sources and specific grain materials, which creates a unique regional exclusivity [15][16] - The industry has a significant environmental impact, with high water usage and waste management challenges, particularly in regions like the Chishui River basin [17][18] - The production process of white liquor is complex, involving multiple stages from raw material selection to final product, with strict quality control measures in place [29][30] Group 4 - The competitive landscape of the white liquor industry shows a "Matthew effect," where leading companies are rapidly increasing their market share, with the top firms holding a significant portion of the market [50][51] - Financial performance data for leading companies in the industry indicates a clear tiered structure, with Kweichow Moutai leading with a revenue of 120.7 billion yuan and a net profit of 60.8 billion yuan [53][56] - The market share analysis reveals that the industry is becoming increasingly concentrated, with the top two companies holding a combined market share of 30% [57][59] Group 5 - The report identifies key trends in the white liquor industry, including diversification of consumption scenarios, innovation driven by younger consumer groups, and the acceleration of digital marketing and channel transformation [59][60] - The internationalization of the white liquor industry is gaining momentum, with companies exploring markets in Southeast Asia and Europe, leveraging cultural similarities and trade policies to expand their reach [61][62]

Core Viewpoint - Gujinggongjiu has launched a new low-alcohol product, "Gujinggongjiu Year Original Light Gu20," with an alcohol content of 26 degrees, targeting urban elites aged 25-35 who seek a lighter drinking experience [2][10]. Product Launch - The new product was introduced on August 19 in Shenyang, featuring a 375ml bottle priced at 375 yuan, which translates to approximately 500 yuan for a 500ml equivalent [2][7]. - The product aims to cover nine drinking scenarios, including solo drinking, couple dates, and gatherings with friends [2]. Pricing Strategy - The pricing of the new low-alcohol product is significantly higher than mainstream low-alcohol beverages and is close to some mid-range high-alcohol products, raising questions about its acceptance among young consumers [2][9]. - The existing 52-degree Gu20 has seen a decline in retail prices, with some channels offering it below 600 yuan, indicating a price sensitivity in the market [3][9]. Market Context - Gujinggongjiu's core product, Gu20, has been a strong performer, contributing to 80% of the company's white liquor revenue, with a reported revenue of 180.86 billion yuan in 2024, up 17.31% year-on-year [10]. - The company faces increasing pressure to find new growth points as its net profit growth has slowed to just over 20% in 2024, down from 46.01% in 2023 [10]. Competitive Landscape - The low-alcohol segment is becoming increasingly competitive, with several major liquor companies, including Shede and Wuliangye, announcing plans to launch their own low-alcohol products [11]. - Gujinggongjiu must navigate challenges such as consumer perception, market education, and price acceptance in a market that is already experiencing sluggish growth [10][11].

Group 1 - Shandong is a major province for the production and sales of Chinese liquor, with a market size of approximately 55 billion yuan in 2024, making it a competitive battleground for brands [1] - Langjiu Group's chairman, Wang Junlin, is leading efforts to strengthen the company's presence in Shandong over the next three years, despite facing challenges such as high inventory and price inversion in the industry [1] - The white liquor market is currently undergoing a deep adjustment period, with continuous price declines observed in the first half of 2025 [1] Group 2 - Langjiu's product matrix includes key items such as Qinghua Lang, Honghua Lang, and Hongyun Lang, with a focus on premium and high-end products [3] - The pricing structure of Langjiu's flagship product, Qinghua Lang, has shown significant weakness, with a price drop of 21.79% over the past five years [4] - The overall trend in the white liquor market indicates a decline in prices, with Moutai's price dropping by 36.15% since 2022, reflecting changes in consumer behavior and market dynamics [3][4] Group 3 - The competitive landscape in Shandong shows that the majority of consumers prefer strong aroma liquor, with over 70% of low-alcohol consumption in certain regions, posing a challenge for Langjiu's primarily sauce-flavored product lineup [11] - Langjiu's market position in Shandong is relatively weak compared to other brands, with a need to surpass the 1 billion yuan threshold to compete effectively [13] - The market is dominated by established brands like Moutai and Wuliangye, creating a challenging environment for new entrants like Langjiu [13][15]

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 Viewpoint - The significant price reductions in alcoholic beverages during the 618 shopping festival are attributed to increased competition among e-commerce platforms and substantial subsidy investments in the liquor category [3][4]. Group 1: Price Reductions - Major liquor brands, including Moutai and Jian Nan Chun, have seen their prices drop significantly, with Moutai available for around 1900 yuan and Jian Nan Chun for 369 yuan [1][3]. - Beer prices have also decreased, with brands like Snow Beer and Budweiser priced under 4 yuan [2]. Group 2: E-commerce Competition - The competition among leading e-commerce platforms has intensified, leading to increased subsidies for liquor products, with some brands offering official subsidies of up to 10% [3][4]. - The 618 shopping festival has expanded its subsidy coverage to the liquor sector, further driving down online prices [3]. Group 3: Consumption Trends - The summer season typically sees a decline in liquor consumption, contributing to lower market prices [3]. - Beer consumption has shifted from on-premise channels like restaurants to off-premise channels, prompting beer companies to focus on flash sales and delivery services [5][6]. - Non-on-premise beer is generally cheaper, and with additional subsidies during the 618 festival, prices are expected to decrease further [6][7].

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 article discusses the evolution of e-commerce promotions for alcoholic beverages, particularly during the 618 shopping festival, highlighting the shift towards instant retail platforms offering significant discounts through subsidies [1][5][20]. Group 1: E-commerce Competition - Major e-commerce platforms like Meituan, Taobao, and JD.com are competing fiercely in the instant retail space, offering substantial discounts on alcoholic beverages during the 618 promotion [1][5]. - Instant retail has emerged as a new battleground for low-priced alcoholic beverages, with platforms providing subsidies that allow them to offer prices significantly lower than traditional retail [5][10]. Group 2: Pricing Strategies - Discounts on premium liquors have become more common, with some high-end products being sold at prices significantly below market rates due to platform subsidies [1][10]. - For example, a premium liquor was priced at 1999 yuan after subsidies, while another high-end product was available for as low as 859 yuan [1][10]. Group 3: Sales Performance - Meituan reported a staggering 18-fold increase in sales for alcoholic beverages during the 618 event, with white liquor sales increasing over 70 times compared to previous years [20]. - Other platforms like Tmall also reported significant growth in sales for various domestic liquors, with some brands experiencing over 400% growth [20]. Group 4: Industry Response - Traditional liquor companies have shown a degree of acceptance towards the lower prices offered by instant retail platforms, indicating a shift in strategy to maintain sales volume during a downturn [19][21]. - Many well-known liquor brands have partnered with e-commerce platforms for instant retail services, allowing for faster delivery and maintaining product authenticity [19][21]. Group 5: Future Outlook - While instant retail is gaining traction, industry experts believe it will serve as a supplement rather than a replacement for traditional sales channels, as the primary market for liquor remains focused on bulk purchases [22][23]. - The long-term impact of e-commerce promotions on liquor pricing and sales dynamics is still uncertain, with concerns about potential harm to brand value and traditional retail channels [23].