双节白酒市场需求回暖飞天茅台带动电商销售热情

市场资讯2025-09-15

来源：名酒观察　　随着中秋、国庆双节的临近，白酒市场逐渐升温，终端动销表现良好。多地酒商反映，飞天茅台订单近期明显增加，不少商家提前备货，以应对节日的礼赠和聚会需求。在需求带动下，市场价格持续保持稳定，据“京东酒价”显示，2025年53度/500ml规格飞天茅台单瓶价格为1940元，原箱价格为2000元/瓶。　　01 　　多地出货增长明显，酒商提前备货　　据行业媒体“名酒研究所”在郑州、...

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href=https://finance.sina.com.cn/chanjing/cyxw/2025-09-15/doc-infqqunh1475812.shtml><strong>市场资讯</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>来源：名酒观察\n　　随着中秋、国庆双节的临近，白酒市场逐渐升温，终端动销表现良好。多地酒商反映，飞天茅台订单近期明显增加，不少商家提前备货，以应对节日的礼赠和聚会需求。在需求带动下，市场价格持续保持稳定，据“京东酒价”显示，2025年53度/500ml规格飞天茅台单瓶价格为1940元，原箱价格为2000元/瓶。\n\n　　01\n　　多地出货增长明显，酒商提前备货\n　　据行业媒体“名酒研究所”在郑州、...</p>\n\n<a href=\"https://finance.sina.com.cn/chanjing/cyxw/2025-09-15/doc-infqqunh1475812.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1303224171.USD","symbol_name":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) 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enthusiasm","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1},"content_text":"来源：名酒观察\n　　随着中秋、国庆双节的临近，白酒市场逐渐升温，终端动销表现良好。多地酒商反映，飞天茅台订单近期明显增加，不少商家提前备货，以应对节日的礼赠和聚会需求。在需求带动下，市场价格持续保持稳定，据“京东酒价”显示，2025年53度/500ml规格飞天茅台单瓶价格为1940元，原箱价格为2000元/瓶。\n\n　　01\n　　多地出货增长明显，酒商提前备货\n　　据行业媒体“名酒研究所”在郑州、广州、成都、重庆等多地调研统计，8月以来，茅台酒价格稳定但出货量增长明显，增幅环比在15%~35%，目前，茅台酒出货量基本达到去年同期水平，有商家出货量高于去年同期。\n　　在南京市场，达言鑫酒业有限公司负责人薛达表示：“8月动销环比增长约30%，市场有两大明显提升，一是整体信心的提升，二是实际消费用量的提升。”位于西安的成城裕朗商贸负责人孔雪春也指出：“目前飞天茅台价格稳定，出货平稳，同时，来自新能源汽车、数字经济和医美行业的新客户群体正在持续增加。”\n　　在北京的线下市场调研中，多家酒商也反映了类似情况。北京朝阳区一酒商表示：“我们的客户群体稳定，出货价格一直保持平稳。现在双节临近，备货量增加了不少，已经供不应求了，一些老客户来拿货，我们自己也得四处去市场上调货。”北京金源腾达商贸有限公司陈洪勇指出：“随着中秋节旺季来临，飞天茅台价格或将迎来一波上涨。”\n　　02\n　　动销回暖引电商促销，补贴力度加大\n　　不仅线下市场动销活跃，各大电商平台同样将目光锁定在即将到来的双节档期。天猫、京东、拼多多等平台纷纷加大酒类促销和补贴力度，尤其是飞天茅台等高端白酒，成为平台争夺流量和消费者关注的重点产品。\n　　根据复旦消费大数据实验室发布的《2025年“618”线上消费数据观察》测算，在刚刚过去的“618”电商大促期间，全网酒品类零售额接近2万亿元，与去年同期相比增长了约9.8%。从销售额份额来看，天猫淘宝占比38%，京东占比23%，抖音占比15%，拼多多占比8%，其他平台合计占比16%。从增速来看，各头部平台网络零售额均实现同比正增长。\n　　随着双节临近，白酒市场持续回暖，飞天茅台需求表现活跃，各大电商平台纷纷在双节档期加码酒类业务。其中，份额占比较小的拼多多平台表现最为积极。在拼多多平台搜索“飞天茅台酒”时可以发现，部分排名靠前的店铺给出的“拼团价”甚至低至两瓶3400元；而在同一店铺内，同款、不参与补贴的茅台酒价格则在两瓶4995-5999元，补贴力度可见一斑。\n\n　　业内人士分析，电商竞争日趋激烈，平台需要通过持续投入来稳住既有市场地位。拼多多希望借助加大补贴力度争取更多酒类市场份额，其在酒类促销中补贴幅度明显高于其他平台，试图切入高端消费场景，缩小与头部电商的差距。\n　　同时，分析人士指出，“补贴+低价”是电商平台常见竞争策略。电商平台短期“低价”的现象主要依赖补贴形成，以拼多多为例，其货源量较小，不能作为正常市场价格参考。从供需结构来看，无论线上还是线下渠道，节前备货和持续的终端需求仍支撑着市场活跃度，显示出飞天茅台稳固的市场基础。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：何俊熹","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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双节白酒市场需求回暖 飞天茅台带动电商销售热情

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双节白酒市场需求回暖飞天茅台带动电商销售热情