众所周知，凡勃伦（Thorstein Veblen）在《有闲阶级论》一书中描述了"炫耀性消费"。简言之，人们通过奢侈消费、浪费性支出等行为展示财富和地 位。"炫耀性消费"也成为批判现代资本主义和消费主义的一个经典对象。 "真正标志着花钱人地位的，是用身体、空间、金钱具化成女孩的身高、美貌和数量，酒瓶的大小和多少，以及是否拥有卡座。"在《VIP世界》这本书 中，作者阿什利·米尔斯主要基于美国派对和俱乐部的田野研究，为读者呈现了一种有关"女性"和"美貌"的炫耀性消费。"只有坐在卡座，才证明你是有价 值的人。"一个混迹于俱乐部多年的受访者告诉米尔斯。米尔斯本人是近年来颇受关注的青年社会学家，此前曾出版同主题的《美丽的标价》。看似光鲜 靓丽的各种派对、俱乐部，都是一场精心设置的编排，其道具包括香槟、容貌、座位等诸多要素。米尔斯试图为读者描述一张错综复杂的社会网络。 以下内容经出版方授权节选自《VIP世界》一书相关章节。摘编有删减，标题为摘编者所起。注释见原书。 原文作者 | 阿什利·米尔斯 《VIP世界》 作者：[美]阿什利·米尔斯 译者：时川萌 版本：华东师范大学出版社2025年3月 作为人类学观察对象的"夸富宴" ...

Global Beverage Trends - The global beverage alcohol market is undergoing profound changes due to cautious consumer behavior, geopolitical instability, and evolving consumption scenarios [5][6] - Champagne sales have plummeted by 20%, while fortified wines and cognac also face declines [5] - The market is witnessing a shift from formal, high-end occasions to more casual social settings [5] Market Performance by Category - Ready-to-drink cocktails (RTDs) have achieved a 2% growth, while beer, spirits, wine, and cider consumption has decreased by 1%, 1%, 4%, and 3% respectively compared to 2023 [10] - The beer market is declining primarily due to changes in consumer demand in key markets like China and the U.S. [10] - Prosecco has emerged as a standout in the wine category, being the only segment to show growth due to its affordability compared to champagne [12] Future Trends and Opportunities - Non-alcoholic products are experiencing significant growth, with over a quarter of consumers trying non-alcoholic beverages in the past six months [12] - The demand for diverse beverage options is rising, driven by increased health consciousness among consumers [12] Market Dynamics in China - The Chinese market is characterized by a decline in business dining occasions, impacting traditional consumption patterns [19] - White wine varieties like German Riesling and New Zealand Sauvignon Blanc are gaining traction among younger consumers, who are shifting away from traditional red wine preferences [19] - Social media platforms like Xiaohongshu and Douyin are becoming crucial for brand marketing to engage younger consumers [21] Overall Market Outlook - Despite current challenges, experts believe the Chinese market is nearing a recovery phase, with potential for growth as it approaches a cyclical low point [23]

近年来，葡萄酒直采模式在中国市场迅速兴起，这一趋势最早由山姆会员店引领，推出的一系列直采葡萄酒把价格统统打了下来。 作为沃尔玛旗下的高端会员制超市，山姆通过直采模式打造了一系列极具价格竞争力的葡萄酒产品。比如不足200元的纳帕谷葡萄酒、200多元的阿玛罗 尼，以及60多元的普罗塞克与超级波尔多。 而在葡萄酒传统渠道，相同产区或级别的葡萄酒，售价可能比山姆昂贵一倍甚至更高。这也让山姆收获了不少粉丝。 虽然山姆定位为综合性超市，但其葡萄酒业务规模已跻身国内进口商前列。这一成功带来了蝴蝶效应，不止山姆，奥乐齐、盒马鲜生都有自己直采的葡萄 酒，就连酒类垂直领域的电商如歪马送酒，也开始推出直采葡萄酒。 一时间大家都在做直采，让中间商们感到压力山大——从今往后，进口商与经销商的存在感是不是越来越低了？ 直采模式的核心优势在于供应链的极致优化。通过直接对接生产端，零售商不仅能够实现显著的成本优势，更能借助自身品牌背书消除消费者对产品价值 的疑虑。然而，这种模式对运营能力提出了高要求。 首先，规模效应是关键。要实现有竞争力的采购价格，通常需要达到较大的订单量，这对企业的资金实力和库存管理能力都是巨大考验。 其次，选品能力至关 ...