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With the transformation and upgrading of China's economy, the overall consumption structure has undergone significant changes. The rise of the middle class has driven demand for some high-end consumer goods, but at the same time, slowing economic growth and slowing household income growth have also limited the expansion of the overall consumer market. Baijiu as a traditional consumer goods, under the influence of external environment, high-end  brands can still maintain relatively good market performance, while low-end Baijiu is facing greater market pressure. Under the deep adjustment period of the industry, there have been some new trends in the Baijiu industry, which also reflect the changes and future development direction of the industry.

First, "dual rational" consumption concept

Consumers' purchase frequency has decreased, but the pursuit of high-quality, cost-effective products has become stronger. This concept emphasizes that consumers rationally choose Baijiu products with a high "heart-to-price ratio" rather than pursuing luxury or brand premium.

Ii. Maotai-flavored Baijiu "The Night Before the Final"

Maotai-flavor liquor is considered to be in a key stage of capacity concentration in 2024. It is expected that by 2025, the production capacity of soy sauce wine will increase significantly, and the price war and competition will become increasingly fierce.

Third, the rise of "national tide" and liquor personalized packaging

With the further development of national tide culture, Baijiu companies are also investing more in personalized packaging design, such as integrating regional culture, history and brand story. This personalization is not only reflected in the packaging design, but also reflects the enterprise's exploration in cultural marketing.

Fourth, "AIGC" marketing and "meta-universe" marketing

Some wine companies are engaging in digital marketing through emerging technologies such as metacomes and virtual people to attract young consumers. These innovative forms represent a new trend in the digital transformation of the liquor industry.

Five, price differentiation and inventory pressure

In 2024, the price fluctuation of the Baijiu market is more obvious, and the price fluctuation of high-end and ultra-high-end wine appears. In addition, the inventory pressure makes some wine enterprises face the dilemma of price inversion, and need to maintain market stability through price management.