打破平台低价引流乱象九大头部白酒企业联手了

21世纪经济报道05-30

热点栏目自选股数据中心行情中心资金流向模拟交易客户端　　面对又一年618，九家头部白酒企业站到了一起。　　5月27日举行的中国酒业名酒年轻化战略暨T9 50ml小酌瓶发布会上，茅台、五粮液（维权）、汾酒、泸州老窖、洋河、古井贡酒、郎酒、习酒、剑南春九家头部白酒企业集体宣布，基于各自核心大单品打造的50ml小酌瓶产品，即将在618期间同步面世。　　21世纪经济报道记者了解到...

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forces","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1.94,"600809":1.9,"03690":1.91,"000858":1.92,"000596":1.87,"MPNGY":1.91,"HMTD.SI":0.6,"002304":1.9,"000568":1.9},"content_text":"热点栏目\n\n自选股\n数据中心\n行情中心\n资金流向\n模拟交易\n\n客户端\n\n\n　　面对又一年618，九家头部白酒企业站到了一起。\n　　5月27日举行的中国酒业名酒年轻化战略暨T9 50ml小酌瓶发布会上，茅台、五粮液（维权）、汾酒、泸州老窖、洋河、古井贡酒、郎酒、习酒、剑南春九家头部白酒企业集体宣布，基于各自核心大单品打造的50ml小酌瓶产品，即将在618期间同步面世。\n　　21世纪经济报道记者了解到，9家头部白酒企业均有高管出面为新品站台。\n　　近年电商618大促期间，百亿补贴后名酒大单品集体破价，成为一些电商平台引流的杀手锏，让各大白酒企业都苦不堪言。\n　　今年618，为何名酒一反常态集体上新？\n　　21世纪经济报道记者注意到，上述名酒多推出过50ml的小酒，最知名的50ml装飞天茅台、50ml装第八代五粮液在线下渠道和电商平台均有售卖。其中，50ml第八代五粮液，五粮液官方旗舰店售价是109元。\n　　但以往，这类小酒并非名酒的主力产品，原因是对白酒传统宴请场景而言容量太少、不够档次，对消费者而言不划算，对渠道而言利润薄，因而多被拿来用作伴手礼、品鉴用酒，不追求走量。\n　　但近年来面对传统场景低迷，名酒也普遍注意到，以前不受重视的小酒，在年轻人群独酌、小聚场景带动下，反而有了新的吸引力。\n　　中国酒业协会是此次名酒集体推新的重要推手。\n　　中国酒业协会理事长宋书玉在上述发布会上表示，站在酒业转型迭代、消费时代重塑的关键节点，中国酒业协会开启中国酒业名酒年轻化的战略发布，直面产业变革大势，锚定名酒年轻化的时代命题，探索白酒场景化、轻饮化的全新路径。\n　　茅台也代表名酒表了态。\n　　茅台集团党委委员、副总经理张贵超在上述发布会上表示，“T9mini”版产品的发布，是白酒企业积极顺应时代、践行年轻化战略的主动回应。\n　　而这次名酒集体推新的另一推手更为关键——美团闪购。这是首次有即时零售平台与九大名酒联手定制、首发新品。\n　　21世纪经济报道记者从美团方面了解到，上述9家头部白酒企业，每家将分别推出10万瓶50ml小酌瓶，共计90万瓶产品都将在美团闪购平台进行销售，包含全部9款产品在内的套装版定价1499元。\n　　白酒行情低迷，即时零售渠道是行业当前为数不多的结构性增长机会。\n　　中国酒类流通协会在《2025中国酒类零售连锁行业发展白皮书》中指出，2025年有超过61%的酒类连锁企业依托多业务模式驱动发展，多渠道融合背后是即时零售市场规模快速增长。预计到2027年，即时零售酒类市场规模有望突破千亿元。\n　　美团闪购披露了一组数据，更能说明即时零售时代酒饮消费场景的显著变化：\n　　2025年通过美团闪购购酒的即时零售订单中，73%送往住宅小区，可满足家庭欢聚畅饮需求；送往公园景区的订单量同比增长108%；发生在18点至次日6点的夜间畅饮订单占比70%；在年轻消费者的饮酒场景中，朋友居家小聚以79%的占比位居首位。\n　　从这批数据能够看出，当前酒饮正从传统饭局扩散到居家、露营、夜宵、独饮等日常瞬间，以更符合消费者饮用习惯的商品满足小酌需求，是酒饮品牌获取增量的重要方式。\n　　各家平台都在发力即时零售，为何这次名酒偏偏选择了美团闪购一家？\n　　首先，相较其他平台，美团发力酒水相对较晚，但其有配送、仓储、供应链的优势，适配年轻人即时下单、即时消费的需求，近年增长势头迅猛。\n　　以美团旗下的酒水即时零售品牌“歪马送酒”为例，2021年成立，2025年交易规模突破60亿元，门店突破2000家。\n　　去年首次入局618大促，美团也将酒水作为重要品类——大促前12小时白酒成交额突破了3亿元，同比实现超过200倍增长。\n　　其次，酒水交易端暂不占优，美团转而选择在企业端持续投入，积累名酒资源。\n　　2024年开始，美团闪购与洋河、汾酒、五粮液、茅台酱香酒等名酒陆续达成合作，名酒的经销商纷纷入驻美团闪购平台，提供“半小时达”服务。\n　　这些前期合作带来的增量只是一方面，更重要的是奠定了双方的信任基础。\n　　电商一般看中名酒的高知名度、高客单价、高流通性，为追求成交额多以大额补贴低价引流，直接动摇了名酒的价格底线，并对白酒最主力的经销商渠道形成了挤压，这导致名酒对一些低价平台敬而远之。\n　　美团从即时零售角度切入，选择了不同的打法：合作多是基于名酒的既有渠道展开，并不会对白酒的主力渠道和价格体系产生冲击。比如美团闪购与名酒的合作都是引入名酒的授权经销商，对酒企是多了渠道多了增量，对美团而言则是多了品牌官方的保真背书，而入驻的经销商显然也不会普遍以破价来销售，而是基于酒企政策要求和自身利润空间定价。\n　　白酒消费正持续从商务宴请向大众自饮、居家微醺迁移，这一趋势影响的不仅仅是酒企，也将影响不同平台在酒饮这个万亿级赛道的权重。这批小瓶装名酒产品，对白酒企业是抓住新渠道、新客群的新尝试，对平台而言，则是又一次验证自身策略的机会。\n　　（文章来源：21世纪经济报道）\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","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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打破平台低价引流乱象 九大头部白酒企业联手了

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打破平台低价引流乱象九大头部白酒企业联手了