导语：既要向大众宣传"圆习酒"的亲民，又要向高端人群讲述"君品习酒"的尊贵。 在 白酒 周期下行、价格失序的困境中， 习酒正在 "向内开刀" ， 重校航向。 12月5日，习酒集团副董事长、总经理万波在中国酒类流通协会30周年系列活动上，介绍了习酒正在进行的"营销2.0改革"——成立营销、数字运 营、品牌推广三大中心，并倡导从 "卖酒"到"卖生活方式" ， 进一步加强 君品文化 内涵。 习酒试图以一场 "手术刀"式的改革，重新夺回对渠道和价格的掌控力。 中国酒业协会联合毕马威发布的《 2025中国白酒市场中期研究报告》显示 ，在代表中国最顶级白酒品牌的 T9 阵营 中，君品习酒 批价从 2021 年6月的955元/瓶，持续下行至 2025年同期的 683元/瓶 ， 累计跌幅达 39.82%，为该阵营中跌幅最大的单品之一。 | T9 品牌 | 第台 | 五相液 | 溝河 | 滑滑 | 1244 老窖 | 古井贡 | 郎酒 | 习酒 | 剑南春 | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 产品 | 飞天 | 普五 | 374 м ...

2025年以来，新京报记者持续调查曝光线上平台隐蔽售卖开盖酒等产品包装不完整的酒类产品，如名酒旗下单品 圆习酒、剑南春、郎牌郎酒等。 "3·15"期间曝光白酒开盖酒乱象后，相关店铺显示关店，一些发布此类视频的账号更名并清空相关内容。尽管此 类现象已有明显减少，但新京报记者注意到，仍有店铺售卖开盖酒等产品。多地市场监管部门、消费者协会提示 购买开盖酒存食品安全风险。近期，多家酒企也发布声明称，不对此类违规产品提供任何检验服务和售后服务。 开盖酒乱象减少 "开了盖、扫了瓶盖上的二维码领红包"的同款名酒，价格是正常包装产品市场价的一半，这类低价酒一度在多个 电商平台、二手交易平台以及直播间售卖。而这类酒往往被卖家解释成"套过酒厂的品鉴酒费""套过酒厂的扫码红 包活动"等。 今年"3·15"期间，新京报记者调查曝光线上平台隐蔽售卖开盖酒、换盖酒、换瓶酒、拆盒光瓶酒等产品包装不完 整的酒类产品，有的线上店铺直接标明"无损开瓶，扫过红包，刮码酒"。 "无损开瓶"并非不破坏原包装，通常是盖子被暴力拔下来，扫码后再将盖子装回去复原。一些商家用"无损"误导 消费者的同时，也因破坏了商品原包装，绕开验真溯源系统，真假难辨，侵犯消 ...

Core Viewpoint - The article highlights the rising trend of low-priced "opened" or "damaged" liquor being sold on live streaming and second-hand platforms, raising concerns about product safety and authenticity [1][2][3]. Group 1: Sales Channels and Pricing - Some liquor brands are being sold at significantly lower prices on live streaming platforms compared to official retail prices, such as a case of 53-degree 500ml Yuanxi liquor priced at 380 yuan versus 590 yuan on official platforms [1][2]. - Various brands are available on second-hand platforms, with prices for opened bottles ranging from 199 yuan for Wuliangchun to 380 yuan for Yanghe Dream Blue [1][2][3]. Group 2: Product Integrity and Safety Concerns - The practice of selling "opened" liquor raises questions about the integrity of the product, as many brands require the bottle to be opened for verification, which can compromise packaging [12][13]. - Legal experts indicate that selling opened or repackaged liquor may violate food safety and trademark laws, posing risks of counterfeit products [13][14]. Group 3: Consumer Warnings and Recommendations - Consumer organizations have repeatedly warned about the safety risks associated with opened liquor, emphasizing that compromised packaging can lead to contamination and spoilage [15][16]. - Recommendations include purchasing liquor from reputable sources such as large supermarkets or licensed online retailers to minimize risks associated with low-priced opened products [16].

Core Viewpoint - The rise of "opened bottle" and "opened cap" liquor products is linked to aggressive promotional strategies by e-commerce platforms during the "Double 11" shopping festival, leading to consumer confusion and potential risks associated with these products [1][10]. Group 1: Market Dynamics - E-commerce platforms are experiencing a surge in consumer activity due to promotional events, with various merchants employing creative strategies to attract buyers [1]. - The price difference between opened and unopened liquor products is significant, with some merchants selling opened cap liquor at prices much lower than official retail prices, creating a competitive edge [3][9]. Group 2: Regulatory and Safety Concerns - Guizhou Xijiu has announced it will no longer provide inspection or after-sales services for opened bottle and opened cap products, indicating a shift in responsibility for product quality [3][10]. - The proliferation of opened bottle and opened cap products poses risks to both consumers and brands, including potential quality issues and the undermining of brand integrity [10][11]. Group 3: Consumer Behavior and Risks - Consumers are often drawn to the lower prices of opened bottle products, but they may unknowingly purchase inferior or counterfeit products, leading to potential health risks [10][11]. - The lack of proper labeling and traceability for opened products complicates consumer rights and increases the difficulty of seeking redress in case of issues [10][11]. Group 4: Industry Practices - The emergence of opened bottle products is partly driven by liquor companies' promotional policies that incentivize the opening of bottles for rewards, which has inadvertently led to the rise of these non-compliant products [7][9]. - Some merchants are utilizing "no damage opening" techniques to sell opened products while maintaining the appearance of new items, further blurring the lines of compliance [6][8].

Core Viewpoint - The rise of "open bottle" and "open cap" liquor products during the "Double Eleven" shopping festival has led to various consumer issues, prompting Guizhou Xijiu to issue a statement denying responsibility for the quality of these products [1][16]. Group 1: Company Actions - Guizhou Xijiu announced it will no longer provide inspection and after-sales services for open bottle, open cap, and bare bottle products, thus not assuming quality guarantee responsibilities [1][3]. - The company defined open bottle and open cap products as those with damaged original packaging or opened caps, while bare bottles refer to products sold without their original packaging [3][16]. Group 2: Market Dynamics - Despite the company's statement, many merchants continue to sell low-priced open cap Xijiu products, with significant price discrepancies observed; for instance, a six-bottle pack of 53-degree 500ml Xijiu was priced at 379 yuan, while the official store listed it at 590 yuan, a difference of over 200 yuan [3][12]. - The proliferation of open bottle and open cap products is linked to liquor companies' "open bottle scan" red envelope policies, which incentivize consumers and distributors to increase sales through cash and points rewards [13][14]. Group 3: Consumer Risks - The existence of open bottle and open cap products raises concerns for both consumers and liquor companies, as these products can disrupt pricing systems, lead to price wars, and damage brand reputation due to potential quality issues [16][17]. - Consumers may mistakenly believe they are getting a bargain, but they risk purchasing inferior or counterfeit products, as the exposure to air can lead to spoilage, and the lack of traceability complicates accountability in case of issues [16][17].

Core Viewpoint - The article emphasizes the importance of comprehensive quality management in enhancing product quality, highlighting the "333" quality management model adopted by Xijiu to innovate and improve its brewing processes [1][10]. Group 1: Quality Management Practices - Xijiu has been recognized with several awards, including the Guizhou Provincial Quality Award and the National Quality Award, showcasing its commitment to quality management in the liquor industry [4]. - The company defines its quality management through four dimensions: "崇道" (respect for natural laws), "务本" (focus on quality culture), "敬商" (respect for business), and "爱人" (care for people) [5][6]. - Xijiu has implemented a "333" quality management approach, which includes comprehensive monitoring of quality across all production and operational stages [10]. Group 2: Innovations and Improvements - The company has integrated traditional brewing techniques with modern technology, ensuring a balance between quality and production efficiency [11]. - Xijiu has established a comprehensive research platform that focuses on flavor compounds, sensory evaluation, and brewing microorganisms, leading to significant advancements in quality control [10][12]. - The company is actively pursuing digital transformation and innovation-driven development, enhancing its product offerings and brand reputation through various initiatives [12]. Group 3: Social Responsibility and Employee Engagement - Xijiu has invested significantly in social responsibility projects, such as "Xijiu? My University," which has funded over 26,000 students with a total investment of 1.59 billion yuan [7]. - The company emphasizes employee development through dual career paths and various training programs, fostering a supportive work environment [7]. - Xijiu's commitment to consumer satisfaction is evident in its continuous market research and customer feedback initiatives, resulting in improved brand loyalty and recognition [7].

Summary of Key Points Core Viewpoint - The announcement from the Dandong Market Supervision Administration reveals the results of a recent food safety inspection, indicating that out of 53 batches of food tested, 50 were found to be compliant while 3 were deemed non-compliant, highlighting ongoing efforts to ensure food safety in the region [2]. Group 1: Inspection Results - A total of 53 batches of food were tested, with 50 passing and 3 failing the safety standards [2]. - The non-compliant items included 1 batch of catering food and 2 batches of condiments [2]. Group 2: Regulatory Actions - Relevant regulatory authorities have initiated investigations and actions regarding the non-compliant food products [2].

Core Insights - The traditional retail market for liquor is declining, leading to a shift towards trendy supermarkets like Sam's Club, Hema, and Pang Donglai as new battlegrounds for liquor brands [1][22][44] - High-end liquor brands are increasingly collaborating with trendy supermarkets to create exclusive products and drive sales [3][30][45] Group 1: Market Trends - Hema's collaboration with Guangli has led to their multi-grain light bottle liquor consistently topping sales charts, while Yonghui Supermarket's sales of its small-batch liquor reached 30,000 boxes in a single month [2][4] - Major liquor brands are launching special products in partnership with trendy supermarkets to attract consumers, such as the Sichuan Liquor Group's new offerings priced at 99 yuan, 29.9 yuan, and 27.9 yuan [4][29] - The trend of high-end liquor appearing in tasting events at supermarkets is a marketing strategy rather than a sign of market downscaling [9][11][14] Group 2: Consumer Behavior - The introduction of tasting events for high-end liquors at Sam's Club has attracted consumer interest, although many are deterred by transportation issues [10][11] - The popularity of certain products, like the 200 yuan bottle of Jiugui Liquor at Pang Donglai, has led to significant demand, with reports of scalpers reselling it at a premium [5][27] - Data shows that Sam's Club has over 80 SKUs of liquor, with top-selling items priced between 114.9 yuan and 999.9 yuan, indicating a strong consumer interest in both high-end and value products [16][17] Group 3: Pricing Dynamics - The price of high-end liquors, such as Moutai, has seen a significant decline, with the price dropping from nearly 2,700 yuan in January 2024 to under 2,000 yuan by August 2024 [33][37] - The market is experiencing a polarization in consumer preferences, with products priced under 300 yuan seeing the fastest sales growth [35][36] - The overall pricing structure in the liquor industry is complex, with many brands facing challenges in maintaining their price points amid changing consumer behavior [34][38] Group 4: Strategic Shifts - Liquor companies are focusing on increasing the "opening rate" of their products, encouraging consumers to actually consume rather than just purchase [39][40] - The industry is shifting from a reliance on traditional retail channels to innovative partnerships with trendy supermarkets, which are becoming crucial for brand visibility and sales [44][45] - Companies are recognizing the need to adapt to changing consumer demographics, particularly targeting younger consumers to foster brand loyalty and consumption habits [43][44]

Core Insights - A new force is reshaping the liquor market, driven by large retail giants like Pang Donglai, Sam's Club, and Hema Fresh, which are innovating sales strategies and capturing consumer interest [1][3] Group 1: Market Trends - The "Jiu Gui Jiu - Free Love" series launched by Pang Donglai in collaboration with Jiu Gui Jiu sold out quickly at a price of 200 yuan, indicating strong market demand [1] - Sam's Club's "General Fen" white liquor, priced at 115.9 yuan for a 950ml bottle, has consistently ranked at the top of white liquor sales on the Sam's app [1] - The trend of self-drinking and dining out is becoming mainstream as business banquets and gift-giving scenarios decline, leading to a demand for high-quality "daily liquor" priced below 300 yuan [3] Group 2: Retail Strategies - Retailers are leveraging customized white liquor to enhance competitive differentiation and brand influence, which allows them to maintain pricing power and attract more customers [4] - The collaboration between retail and production sectors is crucial, as supermarkets provide a new opportunity for small and medium-sized liquor companies to navigate industry cycles [4] - Supermarkets are utilizing their traffic advantages and membership data to effectively reach a broad consumer base, significantly reducing distribution costs [4] Group 3: Sales Performance - The sales of white liquor in supermarkets have become a common phenomenon, with products like "Free Love 1995" from Pang Donglai and "Green Neck Xi Feng" performing strongly [1][3] - The sales strategy focused on quality and cost-effectiveness has not only led to substantial sales performance for supermarkets but also provided new development insights for the liquor industry [6]

Core Insights - The recent surge in the liquor market is driven by large retailers like Pang Donglai, Sam's Club, and Hema Fresh, rather than traditional sales channels [1][3] - The "Jiu Gui Jiu・Zi You Ai" series launched by Pang Donglai in collaboration with Jiu Gui Jiu has gained significant attention, selling out quickly at a price of 200 yuan per bottle [1] - Sam's Club's "Jiang Jun Fen" liquor has also become popular, with a monthly sales volume that positions it at the top of the liquor sales rankings [1] Group 1: Market Trends - The popularity of liquor in supermarkets is attributed to the changing consumer demand, with self-drinking and dining out becoming the mainstream consumption patterns [3] - Most liquor products launched by supermarkets are priced below 300 yuan, catering to the urgent demand for "daily drinking liquor" [3] - Retailers like Pang Donglai, Walmart, and Hema have successfully attracted consumers by emphasizing high cost-performance as their main selling point [3] Group 2: Retail and Production Collaboration - The success of supermarket liquor sales is also due to close cooperation between retail and production sectors [4] - Custom liquor products enhance the competitive edge for retailers, allowing them to increase profit margins and attract more foot traffic through exclusive offerings [4] - For small and medium-sized liquor enterprises, supermarket channels present new opportunities to navigate industry cycles, leveraging the flow advantages and membership data of retailers [4] Group 3: Future Outlook - In the context of a sluggish traditional liquor market, supermarket channels have emerged as a unique advantage, focusing on consumer-centric strategies [6] - The new retail model enables precise insights into consumer needs, enhancing the overall consumer experience [6] - The growth of supermarket liquor sales may signal a new trend for the future development of the liquor industry [6]