消费疲软，曾创造销量神话的RIO鸡尾酒也不好卖了？ 2024年，公司销售费用涨到7.5亿，营收却下滑6.61%，净利润也跌了11.15%。 预调酒卖不动了，百润怎么办？它开始讲一个新故事：烈酒，说要"做中国自己的威士忌"。 据不完全统计，从2017年布局烈酒至今，百润已经投资超30亿元。今年上半年，公司陆续推出了十几款 威士忌产品。但目前，这块业务还没带来明显收入。 RIO母公司百润股份，正在经历一场艰难的转型。财报显示，上半年公司营收14.89亿元，同比下滑 8.56%，归母净利润3.89亿，同比下滑3.32%。 那么问题来了：白酒巨头都在进军低度酒，百润却冲进重资产的威士忌赛道——这场30亿的豪赌，还能 不能复制RIO当年的奇迹？ 要知道，百润接近九成的收入都靠酒类产品。但今年上半年，以RIO为代表的酒类业务同比下滑 9.35%，直接少卖了218万箱。 说到RIO，很多人不知道，它的母公司百润股份最早其实是卖香精的。创始人刘晓东偶然发现，夜场的 鸡尾酒比香精赚钱多了，才在2003年推出了RIO。不过一开始定位不清，负债一度高达2500万元。 后来RIO定位"小姐妹聚会的青春小酒"，并开启疯狂营销。2014 ...

Core Insights - The beverage industry is experiencing a new wave of cross-industry collaboration driven by the diversification of consumption scenarios and the popularity of the "tipsy economy" among younger consumers [1][4][5] - Non-alcohol brands are entering the alcohol market, focusing on scenario-based marketing to capture market share, indicating a trend towards diversified alcohol consumption scenarios [1][5][6] Industry Trends - The alcohol market in China exceeded 1.5 trillion yuan in 2023, with stable growth in categories like baijiu, beer, and wine, particularly among younger consumers seeking low-alcohol and craft beer options [6][9] - The shift in alcohol consumption scenarios from traditional settings like business banquets and family gatherings to new environments such as small bars, camping, and music festivals reflects changing consumer habits [6][10][11] Company Strategies - Companies like "Guoquan Shihui" are planning to open new store formats like "Guoquan Wine Convenience," combining hot pot and alcohol sales to leverage existing consumer bases [4][6] - Brands such as Haidilao and Coucou are successfully integrating alcohol offerings into their dining experiences, enhancing consumer engagement through unique venue designs and product offerings [4][5][10] Marketing Approaches - Scenario-based marketing is emerging as a key strategy for alcohol brands, focusing on creating emotional value and enhancing consumer experiences to drive repeat purchases [6][11] - The transition from product-driven to scenario-driven marketing emphasizes the importance of integrating into consumers' lifestyles to capture market opportunities [11]