据"君品习酒"微信公众号消息，9月27日至28日，习酒集团董事长汪地强到陕西、天津市场走访调研。 此前9月初，汪地强与习酒集团总经理万波已分别前往河南、山东、陕西、浙江、北京、重庆、云南、 辽宁、吉林、黑龙江和贵州省内等市场开展调研。 习酒集团董事长汪地强近日赴陕西、天津市场走访调研，此前，汪地强与习酒集团总经理万波已深入调 研河南、山东等全国十余个重点市场。 习酒高层如此密集走访一线，动作不同寻常…… 密集调研背后 君品习酒五年批价跌幅最大 图片来源："君品习酒"微信公众号 据悉，此次系列调研旨在"深入了解市场前沿动态"，进一步分析形势、找准问题、统一思想、凝聚共 识，推动习酒市场营销迈上新台阶。 习酒高层如此密集走访一线，折射出企业应对市场压力的紧迫与深意。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T9白酒品牌中，君品习酒近五年批发价格累计跌幅达 39.82%，为该阵营中跌幅最大的单品之一。数据显示，其批价从2021年6月的955元/瓶，持续下行至目 前约683元/瓶。（注：报告原文相关计算存在误差，但君品习酒在T9品牌中价格跌幅最大的情况未 变。） 此次纳入对比的其他主流 ...

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]

Group 1: 2024 Market Characteristics - The liquor industry is undergoing a deep adjustment period in 2024, showing a "declining volume but increasing profit" trend, with production down 1.8% to 4.145 million kiloliters, while sales revenue increased by 5.3% to 796.38 billion yuan [1][21][22] - The profit total reached 250.87 billion yuan, a year-on-year increase of 7.8%, with A-share listed liquor companies reporting a total revenue of 442.23 billion yuan, up 7.3% [1][22] - The CR6 companies (Moutai, Wuliangye, Shanxi Fenjiu, Luzhou Laojiao, Yanghe, and Gujinggong) accounted for 86% of the industry's total profit, indicating a significant increase in industry concentration [1][22][27] Group 2: 2025 Market Conditions - In Q1 2025, liquor production fell by 7.2% to 1.032 million kiloliters, continuing the trend of declining production [2][40] - Listed companies showed resilience with a revenue of 153.42 billion yuan, up 1.7%, and a net profit of 64.91 billion yuan, up 2.3% [2][40] - The industry faces challenges with "declining volume and price, and rising costs," as 59.7% of companies reported reduced operating profits [2][49] Group 3: Market Environment Changes and Competitive Landscape - The revised regulations in May 2025 expanded the ban on alcohol consumption, impacting market sentiment and causing a 2-3% overall decline in the liquor sector [3] - The CR6 brands accounted for 87.6% of the revenue of the 20 A-share liquor brands in Q1 2025, indicating further concentration in the market [4] - The younger consumer demographic is emerging, with those born between 1985 and 1994 becoming a key market segment, although business and management personnel still represent 85.1% of the consumer base [4] Group 4: Market Outlook and Development Suggestions - Companies are adopting pragmatic strategies, with 64.9% focusing on core products and 40.4% targeting the mass market [5] - Recommendations for industry health include optimizing capacity and focusing on high-quality development, with a shift from quantity-driven growth to quality-driven strategies [6] - Emphasis on digital marketing and technological innovation is crucial, with 34.9% of companies prioritizing instant retail channel expansion [7] Group 5: Online Sales and Consumer Behavior - Online sales in the first five months of 2025 exceeded 60 million bottles, generating over 30 billion yuan, although national brands are struggling with growth [2][53] - The average online sales revenue for A-share listed companies was 5.0% of total revenue, reflecting a slight increase from the previous year [53] - Consumer behavior is shifting, with a notable decline in traditional consumption scenarios, leading to a decrease in demand during holiday periods [63][70]