“618”主流平台酒水销量大增，线下白酒批价波动变小，释放什么信号？

每日经济新闻06-10 21:06

“618”促销大战再度开启。　　当下正值白酒行业传统消费淡季，线下终端市场消费表现相对平淡，而线上电商、即时零售渠道却借着“618”大促节点逆势升温。在各大主流平台发布的首轮销售战报中，酒水品类成为本次大促的增长亮点，行业消费新格局悄然显现。　　天猫披露的大促首周战报显示，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...

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What signal is released?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"600519":1.96,"000858":1.9},"content_text":"“618”促销大战再度开启。　　当下正值白酒行业传统消费淡季，线下终端市场消费表现相对平淡，而线上电商、即时零售渠道却借着“618”大促节点逆势升温。在各大主流平台发布的首轮销售战报中，酒水品类成为本次大促的增长亮点，行业消费新格局悄然显现。　　天猫披露的大促首周战报显示，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。　　自2024年“618”大促开始，电商平台纷纷将高端白酒作为“引流神器”。低价补贴让利给消费者的行为，对线下名酒价格体系造成严重冲击，茅台、五粮液、剑南春等高端白酒均未能幸免，传统线下渠道承受较大的压力。　　每日经济新闻·将进酒梳理发现，和去年相比，当前高端白酒线下批价波动变小。在杜绝非理性大额补贴促销的行业大背景下，“618”线上促销对线下白酒渠道的冲击是否减弱？行业从去年开始的一系列市场化改革是否让白酒线下价格体系更加“扛打”？　　线上销量快速增长　　自去年各大酒企集体布局即时零售赛道至今，该模式已经成为酒水大促销量增长的核心引擎。　　6月2日，京东超市酒类业务部更新了“618”开门红战报。数据显示，5月30日20：00至6月1日24：00，名酒销售量同比增长40%。天猫“618”开卖首周（截至5月27日），天猫超市酒水闪购的销量同比增长5倍，大促开卖首周133个品牌实现翻倍增长，189个品牌增长超过50%。　　销量快速增长背后，头部酒水品牌仍然是拉动线上渠道增长的“主力军”，值得注意的是，今年各家平台的酒水大促榜单多元化趋势明显。　　天猫平台今年将汾酒、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闪购，官方正品实现最快4小时闪购到家。其中，人头马销量增长217%，郎酒增长41%，喜力增长19%，茅台王子酒增长61%，马爹利增长47%。　　京东方面，白酒品牌销售榜前五名为茅台、五粮液、汾酒、泸州老窖、习酒。啤酒品牌销售榜前五名为青岛啤酒、百威啤酒、燕京啤酒、喜力啤酒、雪花啤酒。黄酒、养生酒、果酒品牌销售榜前五名为劲牌、古越龙山、会稽山、塔牌、女儿红。　　洋酒、葡萄酒等各品类头部品牌也分别占据榜单前列。陈年酒品牌销售榜中，茅台、五粮液、泸州老窖、汾酒、习酒位列前五。　　在京东王牌单品荣誉榜上，茅台2026年飞天53度 500毫升×6瓶整箱装同比去年成交额增长80%；第八代五粮液开门红成交额破亿元；西凤酒绿瓶裸瓶45度500毫升×12瓶整箱装成交额同比增长400%。　　今年天猫“618”期间，酒水消费中的女性用户占比超过45%，18~24岁的年轻用户更是同比激增超70%。　　线下价格波动收窄　　电商平台的低价补贴引流方式虽然让利于消费者，但导致部分名酒市场价格下跌，茅台、五粮液、剑南春等高端白酒均未能幸免，市场价格体系受到冲击，经销商和整个渠道也面临更大压力。　　2025年“618”促销从5月下旬开始。其中以拼多多“百亿补贴”之后价格最低，第八代五粮液价格低至816元/瓶，飞天茅台更是低到3850元/2瓶，折算单瓶价格为1925元/瓶。以飞天茅台为例，第三方报价平台显示，当年5月20日飞天茅台（散瓶）批价在2100元/瓶左右，飞天茅台（原箱）在2160元/瓶以上。　　线上线下巨大的价差，对线下渠道造成了直接冲击，线下批发和终端零售价格一路下跌。2025年5月30日，第三方报价平台显示，飞天茅台（散瓶）批价在2060元/瓶左右，飞天茅台（原箱）在2130元/瓶左右，其后仅仅半个月时间，飞天茅台批价已经跌破2000元/瓶，6月15日飞天茅台（散瓶）批价在1960元/瓶左右，飞天茅台（原箱）在1980元/瓶左右。　　而今年“618”的情况似乎有所不同。每日经济新闻·将进酒调查发现，在京东平台上，第八代五粮液价格多在790元/瓶~810元/瓶，茅台1935多在630元/瓶~670元/瓶。　　天猫超市第八代五粮液价格约820元/瓶，茅台1935单瓶价格则多在700元以上。　　在美团闪购平台上，第八代五粮液约740元/瓶，飞天茅台约1649元/瓶，茅台1935价格约609元/瓶，水晶剑371元/瓶。　　在拼多多平台上，第八代五粮液价格低至709元/瓶，飞天茅台则为1560元/瓶。　　而第三方报价平台数据显示，5月20日，飞天茅台（散瓶）批价1645元/瓶~1660元/瓶，飞天茅台（原箱）在1675元/瓶~1695元/瓶；5月25日，飞天茅台（散瓶）批价在1635元/瓶~1660元/瓶，飞天茅台（原箱）在1665元/瓶~1670元/瓶；5月30日，飞天茅台（散瓶）批价1630元/瓶左右，飞天茅台（原箱）在1680元/瓶左右，整体来看，仅有微小波动。　　行业分析认为，今年“618”期间主流平台的竞争趋于理性。针对往年“618”大促电商平台低价“内卷”、非理性补贴扰乱白酒行业价格秩序的乱象，监管层面已提前出手规范市场。　　5月25日，北京市网络市场监管联席会议集中约谈了17家重点平台企业，明确提出要严格落实“内卷式”竞争综合整治要求，杜绝在“618”期间开展非理性大额补贴促销活动。　　白酒行业专家肖竹青认为，行业改革也有利于价格稳定。去年开始，在行业深度调整的背景下，酒企纷纷开始市场化渠道改革，同时对线上线下进行了优化布局。例如，茅台通过“i茅台”平台进行的一系列改革，逐步夺回了市场定价权。而茅台作为行业风向标，此举具有标志性意义。　　同时，肖竹青还认为，如今酒厂和渠道对电商大促带来的价格冲击影响已经有所预期，也有足够的经验和能力来应对电商的大力促销。（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":"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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.43.1","shortVersion":"4.43.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2642949429","isCrawlerRequest":true}