上海北外滩贵州茅台快闪店 ◎记者 郭成林 高志刚 你见过白酒的"盲盒"吗？ 上海证券报记者注意到，近日，舍得酒业的电商平台旗舰店和社交媒体主页上频现俏皮亮色：公司推出 名为"马上有舍得"的系列小酒盲盒，作为旗下首款明确将年轻人作为主要目标消费群体的酒款。 舍得酒业并非中国白酒试水"年轻化"的孤例。 近年来，一批白酒企业在产品研发、市场营销、品牌传播等方面进行了各种创新探索。随着新生代逐渐 成为消费主力，行业亦正经历一场全方位的深刻重塑。 "低度化是迎合新生代对微醺感觉的重要方向和手段。"中国食品产业分析师朱丹蓬在接受上海证券报记 者采访时分析，老一代酒桌文化的核心更多是"悦人"，而新生代已转向"悦己"，这背后的消费逻辑已发 生根本变化。 中国酒业协会数据显示，2025年低度酒市场规模将突破740亿元，年复合增长率达25%，这一增速远超 白酒行业整体水平。 酒企掀起"降度潮" 中国酒业协会报告显示，白酒主力消费群体正在进行代际更迭：1985年至1994年出生人群已成为新主 力，占比达34%；1995年后出生的成年群体占比达18%，年轻消费力量持续崛起。 基于对消费趋势的敏锐洞察，今年以来，多家白酒企业加速布局低 ...

Core Viewpoint - The Chinese liquor industry is shifting from a "business necessity" to a "lifestyle enjoyment" approach, with many companies launching lower-alcohol products to attract younger consumers and enhance market vitality [2][3][4]. Group 1: Industry Trends - Several major liquor companies, including Wuliangye, Luzhou Laojiao, and Shui Jing Fang, are actively introducing lower-alcohol products, indicating a trend towards product diversification and market adaptation [2][3]. - The market for low-alcohol liquor is projected to grow significantly, from approximately 20 billion yuan in 2020 to about 57 billion yuan in 2024, with an expected compound annual growth rate of 30% [4]. Group 2: Consumer Demographics - The primary consumer demographic for liquor is shifting, with older generations gradually exiting the market, while younger consumers, particularly those born after 1985, are becoming the main growth drivers [3][4]. - The younger generation prefers personalized, lower-alcohol, and social drinking experiences, which necessitates a strategic shift for liquor companies to engage this demographic effectively [3][5]. Group 3: Marketing and Sales Strategies - Companies need to adopt innovative marketing strategies, utilizing new media and experiential marketing to resonate with younger consumers and stimulate brand engagement [5][6]. - The current market faces challenges, including a lack of consumption scenarios for low-alcohol products and limited channel profitability, which may hinder sales unless companies implement supportive policies [5][6]. Group 4: Future Directions - Lowering alcohol content is seen as a starting point for companies to connect with younger consumers, but deeper engagement with consumer preferences and behaviors is essential for long-term success [6]. - The industry is entering a new era characterized by rational consumption attitudes, where understanding and responding to the needs of younger consumers will be crucial for driving growth [6].

Core Viewpoint - The Chinese liquor industry is experiencing a trend towards "low-alcohol" products, with major companies launching new products with alcohol content between 26 to 29 degrees as a strategy to attract younger consumers [1] Industry Summary - Notable companies such as Wuliangye, Luzhou Laojiao, Gujing Gongjiu, and Shede Liquor have introduced ultra-low alcohol products like "Wuliangye·Yijianqingxin," "28-degree Guojiao 1573," "Nianfen Yuanjiang·Gu20," and "Shede·Zizai" [1] - The move is seen as a proactive attempt by the industry to adapt to changing consumer preferences and seek a breakthrough in appealing to younger demographics [1] Expert Opinion - Song Shuyu, Chairman of the China Alcoholic Drinks Association, stated that the low-alcohol trend cannot yet be classified as a definitive trend [1] - He identified that the liquor industry has entered an era of "three rationalities": rational attitudes towards drinking, rational consumption, and rational drinking behavior [1] - Song emphasized the need for the industry to develop new strategies in response to these profound changes and highlighted the lack of systematic research on the drinking habits and behaviors of younger consumers [1] - He urged liquor companies to engage more deeply with the younger demographic to understand their genuine needs [1]

Core Viewpoint - The Chinese liquor industry is undergoing a deep adjustment, prompting major companies to reflect on how to appeal to the new generation of consumers, leading to the introduction of lower-alcohol products [1][3]. Industry Trends - Major liquor companies, including Wuliangye and Luzhou Laojiao, have launched low or ultra-low alcohol products in response to changing consumer preferences [1]. - The industry is currently in a "three rationality" era, characterized by rational attitudes towards drinking, rational consumption, and rational drinking behavior [3]. Consumer Insights - The industry needs to better understand the preferences and behaviors of younger consumers, as current research on their drinking habits is lacking [3]. - Young consumers are not averse to alcohol but are disinterested in traditional drinking culture [3]. Event Adjustments - The upcoming 23rd China International Wine Expo will shift its focus from product display to consumer interaction and exploration of new consumption scenarios, including the introduction of trendy drinking culture elements [3].

Group 1 - The core viewpoint of the article highlights the anxiety within the liquor industry regarding new growth opportunities, leading to a collective shift towards lower alcohol content products by major brands like Wuliangye and Luzhou Laojiao [1][5] - The introduction of lower alcohol products, such as Luzhou Laojiao's 28-degree Guojiao 1573 and Wuliangye's 29-degree "Yijian Qingxin," reflects the industry's response to changing consumer preferences, particularly among younger generations [1][5] - The China Alcoholic Drinks Association's chairman, Song Shuyu, emphasizes that the trend of lower alcohol content is not yet established, and companies need to better understand the preferences of younger consumers [5] Group 2 - The liquor industry has entered an era characterized by "three rationalities": rational attitudes towards drinking, rational consumption, and rational drinking behavior, necessitating new strategies to engage younger consumers [5] - Some companies are exploring new consumption methods and scenarios centered around younger consumers, such as trendy drinking and low-alcohol options, but research on young people's drinking habits remains insufficient [5] - The upcoming 23rd China International Alcoholic Drinks Expo will shift its focus from product display to consumer interaction and exploration of new consumption scenarios, including the introduction of trendy drinking culture to attract younger audiences [5]

Group 1 - The "Double Festival" period, which includes both Mid-Autumn Festival and National Day, is traditionally a peak consumption period for the liquor industry, but this year, sales are significantly lower compared to previous years [1][2] - Sales volume has decreased by approximately 30% year-on-year, with many retailers reporting slow pre-festival consumption and a focus on clearing existing inventory [1][2] - Consumers are exhibiting more rational purchasing behavior, with daily sales reported to be only a few dozen bottles, and new customer orders are scarce [1][2] Group 2 - Despite the upcoming festivals, the liquor market is experiencing a "peak season not booming" trend, with prices remaining low and promotional activities being widespread [2][3] - High-end liquor prices are also declining, with the price of a 500ml bottle of Feitian Moutai dropping from around 2400 yuan last year to 1820 yuan this year [3] - The trend of rational consumption is evident, with consumers prioritizing value for money and practicality, leading to a reduction in high-end liquor demand [3][4] Group 3 - In response to the current market conditions, liquor companies are exploring new growth avenues, such as launching low-alcohol products to attract consumers [4] - There is still some optimism among merchants regarding potential consumption increases in the latter half of September, as they anticipate a slight recovery in sales during the "Double Festival" [4]

Core Viewpoint - The wine industry is experiencing a significant decline in sales ahead of the upcoming Mid-Autumn and National Day holidays, traditionally a peak consumption period for alcoholic beverages [2][5]. Group 1: Sales Trends - Sales volume in the Jinan wine market has decreased by approximately 30% compared to the previous year, with many retailers reporting a slowdown in pre-holiday purchasing activity [2][5]. - Retailers are focusing on inventory clearance as the primary sales strategy, with many orders coming from existing customers rather than new ones [3][5]. - The average daily sales for some retailers have dropped to just over ten bottles, indicating a shift towards more rational purchasing behavior among consumers [3][5]. Group 2: Consumer Behavior - Consumers are exhibiting more rational purchasing habits, with a preference for value and practicality over high-end products [6][9]. - There is a noticeable trend of consumers opting for "last-minute" purchases, with some customers placing orders only a week before events, reflecting a shift in consumption patterns [9][10]. - The demand for high-end white wines remains subdued, with prices for premium products like Moutai significantly lower than last year, indicating a price sensitivity among consumers [9][10]. Group 3: Market Dynamics - Despite the overall decline in sales, there are signs of slight recovery as the holidays approach, with some retailers reporting an uptick in orders for high-end brands [3][5]. - Local brands such as Baotu Spring and Langyatai are maintaining stable sales, primarily serving as local specialty gifts and everyday consumption [5]. - The market is witnessing a trend towards low-alcohol products, with several brands launching new low-alcohol offerings in response to changing consumer preferences [10].

Core Viewpoint - Luzhou Laojiao has reported its first decline in both revenue and net profit in nearly a decade, marking a significant turning point for the company [1][2]. Financial Performance - For the first half of 2025, Luzhou Laojiao achieved revenue of 16.454 billion yuan, a decrease of 2.67% compared to the same period last year [1]. - The net profit attributable to shareholders fell by 4.54% to 7.663 billion yuan, with a non-recurring profit of 7.650 billion yuan, down 4.3% year-on-year [1]. - Earnings per share decreased by 4.58% to 5.21 yuan, and the net operating cash flow was 6.065 billion yuan, down 26.27% year-on-year [1]. - The second quarter saw revenue and net profit drop to 7.102 billion yuan and 3.070 billion yuan, respectively, representing declines of 7.97% and 11.1% year-on-year [1]. Market Analysis - Analysts from 12 brokerages expressed a generally pessimistic outlook on Luzhou Laojiao, with Shenwan Hongyuan Securities lowering its net profit forecast for the next three years, predicting a reduction from 13.53 billion yuan to 11.79 billion yuan for 2025, a decline of 11.13% [2]. - The company attributed its performance decline to industry-wide factors, including a transformation in consumption structure and intensified competition in the liquor market [2]. Product Structure - Revenue from mid-to-high-end liquor and other categories declined, with mid-to-high-end liquor generating 15.048 billion yuan, down 1.09%, and other liquor generating 1.35 billion yuan, down 16.96% [5]. - Sales volume for mid-to-high-end liquor increased by 13.33%, while other liquor products saw a decline of 6.89% [5]. - The average price per ton for mid-to-high-end liquor fell by 12.72% to 623,900 yuan, and for other liquor, it decreased by 10.82% to 54,400 yuan [5]. Marketing and Sales Strategy - Luzhou Laojiao has adjusted its marketing expenses, reducing online, offline, and television advertising while increasing promotional expenses by 11.2% [5]. - The company is focusing on maintaining sales through promotions despite rising logistics and labor costs [5]. Innovation and Product Development - In response to consumer demand for lower-alcohol, healthier, and diversified products, Luzhou Laojiao is innovating and developing new drinking methods, including the 28-degree Guojiao 1573 [6]. - The company plans to shift resources towards mainstream mid-to-high-end products and is actively entering the high-growth light bottle liquor segment [6].

Core Viewpoint - The company reported a decline in revenue and net profit for Q2 2025, with revenue at 7.102 billion (-7.97%) and net profit at 3.070 billion (-11.10%) [1] Revenue Summary - Q2 2025 revenue was 7.102 billion, a decrease of 7.97%, while H1 2025 revenue was 16.454 billion, down 2.67% [1] - The company experienced rational growth in revenue, with mid-to-high-end and other liquor categories showing declines of 1.1% and 17.0% respectively in H1 2025 [3] - The company added 2 new domestic distributors during H1 2025, with traditional channel revenue down 4.0% and emerging channel revenue up 27.6% [3] Profit Summary - The gross margin for Q2 2025 decreased by 0.95 percentage points to 87.9%, primarily due to product mix issues [4] - The net profit margin for Q2 2025 fell by 1.5 percentage points to 43.2%, influenced by rising tax and additional charges [4] Financial Quality Summary - Sales cash receipts decreased by 15.1% year-on-year in Q2 2025, but the willingness for channel cooperation remained strong [5] - Accounts receivable financing increased by 210 million in Q2 2025, indicating that distributors are increasingly using notes for payments [5] Investment Outlook - The company maintains a "buy" rating, anticipating growth in H2 2025 through refined channel strategies and new product launches [6] - Updated profit forecasts predict revenues of 29.474 billion, 30.203 billion, and 33.375 billion for 2025-2027, with corresponding net profits of 12.472 billion, 12.947 billion, and 14.457 billion [6]

Core Viewpoint - The liquor industry is facing intensified competition and policy adjustments, leading to a decline in the revenue and profit of Luzhou Laojiao in the first half of 2025, failing to meet its growth targets [1][2]. Financial Performance - Luzhou Laojiao reported a revenue of 16.454 billion yuan, a year-on-year decrease of 2.67% [1]. - The net profit attributable to shareholders was 7.663 billion yuan, down 4.54% year-on-year, while the net profit excluding non-recurring items was 7.650 billion yuan, a decline of 4.3% [1]. - In Q2, the company achieved a revenue of 7.1 billion yuan, a decrease of approximately 8% year-on-year, and a net profit of 3.07 billion yuan, down about 11% [1]. Sales and Pricing - Luzhou Laojiao's mid-to-high-end liquor sales volume reached 24,119.09 tons, an increase of 13.33% year-on-year, but the price per ton decreased by approximately 12.72% to 623,900 yuan [2]. - Other liquor products saw a sales volume of 24,798.63 tons, a decline of 6.89%, with a price per ton of 54,400 yuan, down about 10.82% [2]. Contract Liabilities - As of the end of June, Luzhou Laojiao's contract liabilities amounted to 3.529 billion yuan, reflecting a year-on-year growth of approximately 50%, and a 15% increase compared to the end of Q1 [2]. Strategic Plans - For the second half of the year, the company plans to deepen market penetration by developing long-term strategies for consumer cultivation in lower-tier markets [3]. - The company aims to launch new products, including a 28-degree Guojiao 1573 and a new Luzhou Laojiao Erqu, to optimize its product structure [3]. - Luzhou Laojiao will establish its own e-commerce platform and enhance cooperation with mainstream e-commerce and instant retail platforms to create an integrated online and offline channel network [3].