"Double Festival" liquor market is not booming during the peak season? End terminals increase sales by adjusting prices, Moutai's sales have slightly improved.

The "double festival" of Mid-Autumn Festival and National Day is usually considered the peak season for Baijiu consumption, and it is also a good opportunity for liquor companies to promote sales and reduce inventory. Recently, reporters visited many Baijiu distributors as well as large supermarkets, liquor chain stores, and tobacco and liquor specialty stores, and found that although Baijiu prices are generally discounted in the terminal market to promote sales, the market is showing the characteristic of "not being prosperous in the peak season". Some distributors told reporters, "This year's Baijiu sales before the festival can't be considered as the peak season, it's similar to last year overall." Some sales personnel from large supermarkets also admitted, "Although there is a great overall promotion for Baijiu, there is not yet a very obvious peak season atmosphere." Regarding the sales situation before the Baijiu double festival, independent liquor industry commentator Xiaozhuqing told reporters that overall, the sales performance of Baijiu before the Mid-Autumn Festival this year compared to last year has declined, but the decline has narrowed. Feedback from multiple channels in various regions indicates that sales during the Mid-Autumn Festival period are expected to decline by about 15%-20% compared to the same period last year. Despite the overall market weakness, Moutai's recent sales performance has been strong, with shipments in many areas increasing by 15%-35% compared to the previous period, and in some regions even exceeding the same period last year. Xiaozhuqing believes that this year's Mid-Autumn Baijiu market is overall "subdued but resilient", with significant structural differentiation. Mass-market Baijiu and cost-effective products are under pressure, while high-end Baijiu such as Moutai, relying on brand strength and essential demand attributes, have shown strength against the trend, becoming a few bright spots.