618电商酒水促销热度依旧：即时零售成核心增长引擎｜观酒周报

21世纪经济报道06-01 15:02

21世纪经济报道记者肖夏　　每一年的618大促都会有新变化。　　多家平台今年的618大促已经启动，但可以明显看出各平台整体启动延后，同时也相对低调。　　天猫于5月21日20点正式启动大促第一波，京东618于5月30日20点正式启动开门红，二者较去年启动延后至少一周。再加上北京多个监管部门共同约谈各家平台，要求618期间杜绝非理性大额补贴，并要求未经消费者同意不得擅自发送营销短信，其结果是今年618...

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Weekly","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600059":1.79,"600519":1.82,"600809":1.8,"JD":1.87,"09618":1.87,"002304":1.83,"000596":1.81,"KJD":0.6,"000568":1.85},"content_text":"21世纪经济报道记者肖夏　　每一年的618大促都会有新变化。　　多家平台今年的618大促已经启动，但可以明显看出各平台整体启动延后，同时也相对低调。　　天猫于5月21日20点正式启动大促第一波，京东618于5月30日20点正式启动开门红，二者较去年启动延后至少一周。再加上北京多个监管部门共同约谈各家平台，要求618期间杜绝非理性大额补贴，并要求未经消费者同意不得擅自发送营销短信，其结果是今年618前半程体感上不及去年火热。　　但在酒水品类，今年618热度依旧。　　天猫5月27日披露的首周战报显示，酒水品类全面爆发，133个品牌实现翻倍增长，189个品牌增长超过50%。　　而京东5月30日开门红1小时内，酒品类157个品牌成交额翻倍增长。　　21世纪经济报道记者对比去年首批战报注意到，今年各家平台的酒水大促告别单一增长模式，呈现即时化、多元化、年轻化三大趋势。　　去年各大平台集体发力即时零售，今年这一模式已经成为酒水大促增长的核心引擎。　　美团闪购酒水品类去年大促开启12小时内，白酒整体成交额破3亿元，实现超200倍增长。　　于是天猫超市今年进一步加码酒水即时零售。天猫618开卖首日，天猫超市酒水闪购的销量同比增长5倍，汾酒、古井贡、郎酒、舍得、茅台酱香、人头马、董酒、百威、雪花、会稽山、梅见、张裕等品牌天猫官方旗舰店接入了闪购。　　京东尚未披露酒水单独的小时达数据，但强调小时达（即时零售）是全品类的增长核心引擎。　　电商大促带来的高增长，惠及了更多酒水品类。　　天猫数据显示，今年不仅烈酒实现高增长，啤酒、果酒等低度酒赛道表现突出，整体增速均突破30%。京东成交额排在前列的品牌中，也有燕京啤酒等低度酒品牌。　　原因在于，相较于传统渠道，电商大促触达了更多非传统酒水消费者。　　以天猫的数据为例，今年618期间酒水消费中的女性用户占比超过45%，18-24岁的年轻用户同比激增超过70%，年轻化、女性化趋势明显。　　酒业新品　　九大头部白酒企业共同推出50ml小酌瓶　　上周，在中国酒业协会和美团闪购主办的活动上，茅台、五粮液、汾酒、泸州老窖、洋河、古井贡酒、习酒、郎酒、剑南春共同推出了50ml小酌瓶产品。　　这些产品都基于各自的核心大单品，上述九家企业将分别推出10万瓶50ml小酌瓶产品，共计90万瓶将在美团闪购平台销售，包含全部9款产品在内的套装版定价1499元。　　泸州老窖将推出阿根廷、葡萄牙国家队纪念酒　　5月28日下午，泸州老窖直播中向客人赠送了两瓶具有特殊意义的酒品，分别为国窖1573 2026阿根廷国家足球队官方纪念酒、国窖1573 2026葡萄牙国家足球队官方纪念酒。　　这意味着，泸州老窖也通过与世界杯参赛队联手的方式曲线介入今年的世界杯营销大战。　　酒业人事　　顾宇当选江苏酒协理事会会长　　5月29日，江苏省酒类行业协会四届一次会员代表大会召开。会上，江苏洋河酒厂股份有限公司党委书记、董事长、总裁顾宇当选为江苏省酒类行业协会第四届理事会会长。　　柏宏兼任女儿红党委书记、董事长　　5月27日，女儿红官方公众号披露日前绍兴女儿红酿酒有限公司干部大会上，公司宣布浙江古越龙山绍兴酒股份有限公司副总经理柏宏同志兼任绍兴女儿红酿酒有限公司党委书记，推荐其为董事长人选，主持女儿红公司全面工作。　　胡志明因到龄退休，被免去绍兴女儿红酿酒有限公司党委书记、董事长职务，被聘任为浙江古越龙山绍兴酒股份有限公司特聘专家、总酿酒师。　　行业要闻　　报告：陈年白酒消费群体年轻化提速　　京东酒业与中国酒业协会上周联合发布《2026年京东超市陈年白酒消费趋势报告》，显示出京东超市的陈年白酒消费者有五大特征：仍由30-50岁男性用户主导，31-40岁占比38%，成为增长主力，但消费群体年轻化提速；核心消费群体以家庭为主，陈年白酒正加速融入多元家庭消费场景；呈现“品质生活家”特质：兼顾自我与家庭，热衷数码科技，注重健康养生；购买力高度集中，极高与高购买力用户占比超八成，消费能力强劲且市场高端化特征显著；一二线城市与经济强省持续领跑，四川、河南等传统白酒产区与中部省份消费回暖。　　国际要闻　　传帝亚吉欧多名高管将离职　　在新CEO领导下，帝亚吉欧（Diageo）正进行大规模领导层重组，北美首席营销兼创新官艾德·皮尔金顿（Ed Pilkington）、非洲区总裁希娜·纳加拉詹（Hina Nagarajan）、首席人力资源官路易丝·普拉沙德（Louise Prashad）据称将会离职。（文章来源：21世纪经济报道）","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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