Liquor enters the era of stock competition, and major liquor companies are exploring ways to break the cycle.

The baijiu market is a bit cold this year. The national Spring Sugar and Liquor Expo in Chengdu is the "barometer" of the liquor industry. From on-site visits, this year's hotel exhibition at the Sugar and Liquor Expo is slightly quieter compared to previous years, which also reflects the current situation in the baijiu industry. Competition in the baijiu industry has intensified, and competition in different categories has become a reality. Small and medium-sized enterprises are being squeezed and facing development constraints, as the industry enters a phase of competition over existing market share. Recently, the China Alcoholic Drinks Association and well-known liquor companies have signed a proposal urging for an end to "competition for competition's sake." Many industry professionals believe that companies need to adhere to a long-term approach, abandon blind expansion and low-price competition. The essence of internal competition is consumption, and the essence of breaking the cycle is improvement. For liquor companies, there are also opportunities in areas such as product diversification, targeting a younger consumer base, and creating experiential settings.