Core Viewpoint - The 618 shopping festival has intensified competition in the liquor market, with e-commerce platforms like Meituan and Ele.me extending "100 billion subsidies" to offline sales, disrupting traditional pricing structures in the liquor industry [1] Group 1: Sales Trends - Online sales of liquor have surged, with significant price discrepancies between online and offline channels. For instance, the price of Guotai liquor on platforms like Pinduoduo and JD.com is around 265-263 yuan per bottle, while offline retail prices range from 320 to 350 yuan per bottle [2] - During the 618 event, the overall transaction volume for liquor on Meituan increased by over 18 times year-on-year, with white liquor sales growing more than 70 times year-on-year. Tmall reported a 72% year-on-year increase in sales for core liquor brands from May 13 to 26 [2] Group 2: Challenges and Concerns - The aggressive low-price strategies employed during the 618 event have undermined the pricing defenses of offline distributors, leading to concerns about long-term sustainability. Experts warn that while low prices can drive short-term traffic, they may harm profit margins and brand image in the long run [3] - The rise of online sales has also introduced issues such as counterfeit products, which can damage brand reputation and sales [3] Group 3: Industry Outlook - Industry experts suggest that liquor companies need to innovate in three key areas: establishing a price coordination mechanism between online and offline channels, developing exclusive e-commerce product lines to protect core pricing, and enhancing instant retail strategies to cater to fragmented consumer demands [4] - Companies are encouraged to collaborate strategically with e-commerce platforms, cultivate their own influencers, and consider deep partnerships with online distributors to drive sales and adapt to the evolving market landscape [4]