历史的一粒尘埃落在经销商头上，就是一座山。 "今年双节，业绩普遍下跌了超过20%"，这是众多酒商给佳酿网的反馈。 淡旺分明，是白酒销售的显著特点，"平时最多维持收支平衡，我们只有靠节庆冲下利润"。2025年上半 年受"禁酒令"影响，动销几乎为零，大家都盼着双节能够冲一波销量，没想到继续表现继续不佳。 "和上半年相比，双节的动销要好很多，但比往年下降了30%。" 厦门丰德酒业总经理武永磊表示，以前 双节提前一个月动销已经开始，但今年距离双节不到十天，下游经销商依然还没开始拿货。"希望双节 期间动销能好起来。" 一直以来"淡季维持客户，旺季赚利润"是酒业传统，但连续几年"淡季很淡，旺季不旺"的糟糕表现，让 本来就焦虑的酒商目光变得更暗淡了些。 在价格带方面，除了茅台酒，500元以上的高端产品几乎是断崖式下降。因为，该价位段是商务用酒的 主力，其受宏观环境以及禁酒令的影响，动销困难。 与商务宴请形成强关联的团购业务遭受重大打击。"2025年双节，团购销量基本忽略不计。"成都大成银 通商贸公司总经理唐松林表示。 团购曾是大成银通重要销售渠道，一些大型企业发礼品、馈赠、各种宴请都要用白酒，高峰时公司团购 销量超过10万 ...

Core Viewpoint - The white liquor industry is experiencing a significant downturn characterized by a decline in both volume and price, high inventory levels, and deep market segmentation due to new regulations and weak consumer demand [2][5][21]. Market Conditions - The second quarter of the year has been the worst in recent years, with overall sales down approximately 15% [1]. - The white liquor market is facing dual pressures from a traditional off-season and new alcohol restrictions, leading to a notable decline in both volume and price [2][4]. - High-end liquor has been hit hardest by policy impacts, showing the most significant decline in both volume and price, while mid-range products are maintaining volume at the expense of price [2][5]. Consumer Behavior - Consumer demand is weak, with a noticeable drop in the quantity and quality of liquor consumed during social events [5]. - The market for traditional gift sets has been diluted by alternative products, reducing the seasonal demand for white liquor [3]. Regional Performance - The most significant declines in sales have been observed in Henan and Shandong provinces, with Henan experiencing a 20% drop in sales and high-end liquor sales down by approximately 30% [12][14]. - Other provinces like Anhui, Hebei, and Shaanxi also show declines around 10%, with Anhui's sales dropping by 20% in June [15]. Industry Dynamics - The industry is witnessing a shift towards real consumption, with many distributors facing losses and limited sales momentum [2][7]. - The trend of "price without market" is prevalent, as many companies have abandoned volume control strategies due to excessive inventory [8][10]. - The competitive landscape is intensifying, with various unconventional sales tactics emerging, such as "damaged goods" and misleading promotions [18][19]. Future Outlook - The third quarter is expected to remain challenging, with signs of increased competition and a potential shift towards a more diversified and mainstream market [21]. - The overall sentiment in the industry suggests that conditions will continue to worsen, with a consensus that the market will face increasing difficulties [19][20].