京东称酒水销售额3年增长200亿元；蜜雪旗下品牌鲜啤福鹿家官宣鹿晗为首位全球代言人丨酒业早参

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丨2026年3月19日星期四丨　　NO.1 京东：酒水销售额3年增长200亿元　　3月18日，在全域共振·场景共生2026中国酒业生态变革创新大会上，京东超市酒类业务负责人表示，酒业市场呈现价盘不稳、库存偏高，渠道转型三大痛点。京东数据显示，2025年，京东酒类用户规模增长10%，核心客群占比高，表现为18-45岁用户增长80%+，高消费力用户占比60%+（京东年消费五千元以上用户）。年轻用户增长...

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京东：酒水销售额3年增长200亿元　　3月18日，在全域共振·场景共生2026中国酒业生态变革创新大会上，京东超市酒类业务负责人表示，酒业市场呈现价盘不稳、库存偏高，渠道转型三大痛点。京东数据显示，2025年，京东酒类用户规模增长10%，核心客群占比高，表现为18-45岁用户增长80%+，高消费力用户占比60%+（京东年消费五千元以上用户）。年轻用户增长（18-25岁）35%+，女性用户增长15%+。低度化方面，低度白酒增长100%，其中五粮液一见倾心销售1亿元。此外，京东方面表示，过去三年，京东酒水销售额增长200亿元。　　点评：当前酒业处于深度调整期，传统渠道承压、消费结构变革成为行业普遍难题，而京东酒水数据释放出积极信号，同时这也倒逼企业加速产品结构优化，聚焦低度化创新，推进渠道数字化转型，破解库存与价盘困境。　　NO.2 蜜雪旗下品牌鲜啤福鹿家官宣鹿晗为首位全球代言人　　3月18日，蜜雪集团控股的精酿啤酒品牌鲜啤福鹿家官宣艺人鹿晗成为其首位全球代言人。去年10月，蜜雪冰城发布公告，宣布以约2.97亿元的对价，收购福鹿家啤酒品牌53%的股权。交易完成后，福鹿家正式成为其非全资附属公司，财务业绩并入集团报表。　　点评：这一系列动作既是蜜雪跨界酒饮的战略落地，也对公司经营与资本市场预期形成双重影响，此次代言精准破圈。福鹿家品牌名与鹿晗形成天然谐音绑定，搭配顶流艺人的国民度与粉丝黏性，既能快速打响平价精酿知名度，撬动年轻消费群体流量转化，又能依托蜜雪成熟供应链，助力集团多品类业态布局。　　NO.3 天佑德酒完成董事会换届　　3月17日，天佑德酒选举产生了公司第六届董事会董事成员。公司董事长李银会兼任总经理，冯声宝、范文丁、郭春光任副总经理，郭春光任财务总监，赵洁任董事会秘书，王鹰武任审计监察部负责人，尹启娟任证券事务代表。　　点评：天佑德酒完成第六届董事会换届及高管团队聘任，核心管理层架构正式落定，搭建起权责清晰的经营管理班子，这一人事调整有助于优化内部管控、理顺财务与信披流程，助力公司破解当下业绩承压困境，聚焦青稞酒主业提质增效。（文章来源：每日经济新闻）","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":0,"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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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