经过春节疫情的影响之后，中秋节时期市场逐步恢复正常，根据权威部门的统计数字显示，白酒行业销售额赶超去年同期对比数据。但与此同时，规模以上企业数量及行业整体产量呈现严重下滑态势，1-8月份，全国白酒产量比去年同期下降11.1%。可以看出结构升级、缩量竞争已是白酒行业的市场现状，量价分离成必然趋势。

ZHIBANGDARENWEI，BAIJIUXINGYEWEILAIFAZHANDEJIAODIANHEDONGLILAIZIYUCIGAODUANSHICHANGDEKUORONGHEZENGZHANG。

“CIGAODUAN”YICIZAIBAIJIUXINGYESHUYUYINGYUNERSHENGDECHANWU，ZAIBAIJIUXINGYEHUANGJINSHINIANDEGAOSUFAZHANGUOCHENGZHONG，BAIJIUZHONGGAODUANSHICHANGXUNSUFAZHAN、CHENGSHU，TONGSHIBANSUIZHEZHONGCHANRENQUNKUAISUZENGJIA、SHANGWUXUQIUBUDUANZENGDUO、XIAOFEIJIEGOUKUAISUSHENGJIDENGYINSU，CIGAODUANSHICHANGZHENGTIRONGLIANGBUDUANKUOZHANG。

LIJINGDUONIANDEPEIYUHEFAZHAN，CIGAODUANSHICHANGZHUNQUEERYANYIJINGJINRUHONGHAIJINGZHENGSHIDAI。

01、中高端市场崛起为次高端发芽提供土壤

ZAIGUONEIJINGJIJINGLIYAZHOUJINRONGWEIJIDECHUANGSHANGHOU，JINGJISHANGSHENGDETUIDONGYINSUZHUANBIANDETONGSHI，BAIJIUXINGYEYINGLAILEHUANGJINSHINIANDEKAIQI。

在营销渠道方面，随着投资力度的不断向好，政商务活动开始频繁活跃起来，进而带动了白酒消费的餐饮、团购渠道火爆，酒店盘中盘、团购盘中盘等模式的应用，拓宽了白酒的销售渠道，也提高了销量。

在产品方面，由于消费结构的不断向上，中高端白酒产品开始成为消费主流，酒企根据市场需求调整产品结构。

同时为争夺中高价格带市场，酒企、经销商开始围绕品牌、营销等各个要素开展竞争，由此引发竞争优势的不断升级，从而形成影响行业走势的主导力量。

02、三大要素次加剧高端市场发展步伐

1、XIANZHI“SANGONG”XIAOFEI，CIGAODUANJIUCHENGJIEBUFENGAODUANJIUSHICHANG

ZAI2012NIANCHUTAIDEJIEDAIYONGJIUJINYONGGAODUANJIU，ZHIJIEDAOZHILEGAODUANJIUSHUISHICHANGXIAOSHOUXIAXING。

DANBAIJIUSHIJUYOUWENHUASHUXINGHESHEJIAOSHUXINGDEXIAOFEIPIN，YINCIXIAOFEISHICUNZAIGANGXINGDE，GAODUANJIUXIAOFEISHOUDAOXIANZHI，POSHIHENDUOWEIRAOZHENGSHANGWUZHANKAIDEXIAOFEIBIKAIYIXIANPINPAI，ZHUANXIANGERXIANPINPAIHUOQUYUXINGPINPAIDECIGAODUANCHANPIN，CONGERSHIDECIGAODUANSHICHANGCHENGJIELEDABUFENGAODUANJIUXIAOFEIDEZHUANYI。

2、JIJIANXINGYEPENGBOFAZHAN，CIGAODUANXUQIUCHIXUJIADA

WEICIJIJINGJISHANGXING，GUOJIADALITUIDONGJICHUJIANSHEXINGYE，JIANJIEKAIQILEGAODUANXIAOFEI、SHECHIXIAOFEIZHIFENG，DAIDONGLEBAIJIUSHICHANGXIAOFEISHUIPING、XUQIUDETIGAO，YOUYINSANGONGXIANZHIDENGYINSU，CIGAODUANBAIJIUCHANPINCHENGWEIZHENGSHANGWUYONGJIUDEYOUXIANXUANZEDUIXIANG。

TONGSHI，BAIJIUCHANPINJIAGEDAIDEBUDUANSHANGYANGXIYINXIANGGUANZIBENJINRUBAIJIUXINGYE，WEIQIYEFAZHANTIGONGLECHONGZUDONGLI。

3、ZHONGCHANQUNTICHIXUKUOLIANGCUFAXIAOFEIJIEGOUSHENGJI

BANSUIZHEGUONEIJINGJIDECHIXUSHANGSHENG，ZHONGCHANQUNTIBUDUANKUOLIANG，WEICIGAODUANBAIJIUSHICHANGDEKUORONGTIGONGLETURANG。

ZHONGCHANQUNTIDEKUORONGDABUFENLAIZIYUZIBENDEBUDUANTOURU，ERTOUZIHUODONGDEBEIHOUWANGWANGJIUSHIZHENGSHANGWUYANQINGDEPINLVTIGAO，WEIRAOZHENGSHANGWUZHANKAIDEJIULEIXIAOFEISHICHANGYEZAIBUDUANZENGZHANG，ZAIXIAOFEIJIEGOUSHANG，CIGAODUANBAIJIUCHANPINWANGWANGCHENGWEIYOUXUANXUANZEDUIXIANG。

JINGJIFAZHANDEXINGAODUCUISHENGZHONGGAODUANJIAWEIXIANGCIGAODUANJIAWEIDETISHENG。

BUFENJUYOUPINPAIDIYUNDEJIUQITONGGUOKAIFAXINCHANPIN、YINGXIAOTUIGUANGTANSUOSHICHANG，ZAIGENJUDIHUOZHEYANGBANSHICHANGQUDECHUBUCHENGGONGHOU，TONGGUOTILIANHEZONGJIE，JIANGZHEIZHONGCHENGSHUDEMOSHIBUDUANFUZHIHETUIGUANG，JINERKAIZHANQUYUTUOZHANHEQUANGUOHUAKUOZHANG，QITAPINPAIKANDAOCIZHONGMOSHIDEHAOCHU，ZEYIKAOZISHENZAIGENJUDIDEZIYUANHERENMAI，TONGGUOYINGXIAOMOFANG、ZIYUANJINGZHENG，QIANGZHANSHICHANGFENE，DAOZHIJIYASHIJINGZHENGJIAJU，LIRUNKONGJIANBEIYASUO，ZHONGGAOJIAWEICHANPINZEKAISHIXIANGCIGAODUANJIAWEISHANGSHENG。

03、次高端呈现出“缓蓄势，急爆发”特征

ZIBAIJIUXINGYE2017NIANLAIJINRULIANGJIABEILIDEQUSHIYILAI，CIGAODUANJIAGEDAIZAILIJINGCICIYIQINGHOU，TIDAI200YUANJIAGEDAICHENGWEIXINSHANGWUZHULIUJIAWEIDEQUSHIGENGJIAMINGLANGHUA，WEILAICIGAODUANCHANPINDECHIXUFANGLIANGYEJIANGSHIXINGYEZUIWEIZHONGYAODEYIGETEZHENGHECHENGZHANGQUDONG。

ERQIECICICIGAODUANSHICHANGDECHIXUTIJIAKUORONGYUSHANGYILUNBAIJIUCHANPINXUGAOYOUBENZHISHANGDEBUTONG，CHENGZHANGTAISHIWENDINGQIEKUAISU。

JIANSUO“SANGONG”XIAOFEIXIANZHILINGYIQIAN，CIGAODUANCHANPINJIAGEDAISHANGSHENGDEDONGLISHISANGONGXIAOFEI、YINGXIAOMOSHICHUANGXIN、ZIBENTOUJIDENGYINSUGONGTONGTUIDONGDE。

2012NIANYIHOU，SHOUDAODUOZHONGYINSUYINGXIANG，SHICHANGSHOUCUO，PAOMOPOMIE，XIAOSHOUECHUXIANDUANYASHIXIAHUA。ERZHEIYILUNDEKUORONGBENZHITIXIANZAIXIAOFEISHENGJI、PINPAIYISHIZENGQIANG、SHOURUZENGDUOJIZICHANJIAGESHANGZHANGDENGYINSU，SHICHANGFAZHANGENGJIALIANGXING。

CONGGUOQUDESANNIANLAIKAN，JIUQIZHUDAOXIADEXIAOFEISHENGJIYIJINGQUDECHENGGONG，CIGAODUANJIAWEICHANPINCHIXUKUOLIANG，XIAOFEIXUQIUCHIXUZENGJIA，XIAOFEICHANGJINGDUOYUANHUA，CHENGXIANCHU“HUANXUSHI，JIBAOFA”DETEDIAN。

ZIXIAERSHANGQUDONG，DUOYUANHUAXUQIUDAIDONGCIGAODUANSHICHANGDAFANRONG。

BANSUIZHEGUONEIXINZHONGCHANRENQUNDEJUEQI，TUIDONGXIAOFEISHICHANGCONGLIANGBIANDAOZHIBIAN，XINZHONGCHANJIEJIZAICHANPINGUANZHUDIANSHANGBUJINJICHENGLECHUANTONGDEYINJIUGUANNIAN，ERQIEJIEHEZISHENDIAOXINGJINXINGMINGPIANSHIXIAOFEI，TONGGUO“JIANKANG、ANQUAN、KOUBEI、MINGXINGDAIYAN、KOUWEI、IP、JIAGE、GEDIAO、GONGYI”DENGFANGMIANJINXINGYUEJISHI、TOUZISHIXIAOFEI，ZHUIQIUGEDIAO，JIANGJIUZHIGAN，DUIGONGNENGJIAZHIHEQINGGANJIAZHISHUANGZHONGGUANZHU。

GAODUANMINGJIUCHIXUZHANGJIA，CIGAODUANSHICHANGKUORONGKONGJIANDA。

ZAIYIXIANMINGJIUBUDUANTIJIA，BAIYUANJIAWEIHAISHIZHULIUXIAOFEIJIAWEIDEQIANTIXIA，QUYUXINGJIUQIBAIYUANZHUXIAOCHANPINCHONGJI300YUANJIAWEIDUAN，TONGSHIMINGYOUJIUQIXIATANCIGAODUANJIAGEQUJIANDUAN，WEIZHENGTIJIAWEIDUANXIAOSHOUEDAILAI1000-1500YIYUANZUOYOUDESHICHANGRONGLIANG，YUQIXIANGHAO。

SHENDUFENXIAOMOSHIXIA，JINGXIAOSHANGDE“KUANGHUANSHENGYAN”。

SHICHANGJINGZHENGTUIDONGXINGYEPEIYU，CIGAODUANSHICHANGXINGQIYUBAIJIUXINGYEDEJINGQIDINGDIAN，GEJIAJIUQIJINGGUODUONIANDEZHONGGAODUANJIAWEICHANPINDEYUNZUO，JUYOUFENGFUDEPINPAIYUNZUOHEYINGXIAOJINGYAN，YINCIZAICIGAODUANJIAWEIDEYUNYINGHEJINGZHENGGENGJIAJILIE。

ZHEILIANGNIANJIANGJIUFENGKOUDECHENGSHUYUNZUOTIXIJIUSHIJIEZHUCIGAODUAN、GAODUANJIUDEYINGXIAOMOSHIGOUJIANDE，DUANDUANLIANGNIANDUODESHIJIAN，JIUZAISHANDONG、HENAN、GUANGDONGDENGFEIJIANGJIUXIAOFEIDIQUCHANSHENGLEJUDADEYINGXIANG，XIYINZHONGDUOJINGXIAOSHANGJIAMENGYUNZUO。

04、二线品牌强攻次高端价位

DANGXIACIGAODUANSHICHANGDEJINGZHENGXINGTAISHI：GAODUANPINPAIQUANJIAGEDAIBUKONG，ERXIANPINPAITIJIACIGAODUANJIAWEI。

CONGJINNIAN《SHIPINYINLIAOXINGYEZHONGBAOQUANMIANZONGJIEFENXIBAOGAO》ZHONGKEYIKANCHU，BULUNSHICONGLIRUNZENGSUHAISHISHOURUZENGSULAISHUO，ZAI“ZONGLIANGBUZHEN、XIAOFEISHENGJI、JIZHONGDUTISHENG、TOUBUJIEGOUXINGJINGQI”DADEXINGYEQUSHIXIA，MINGYOUJIUQIDEGAODUANCHANPIN、CIGAODUANCHANPINZUHEDELIANGJIAZHENGCEKONGJIANGENGWEIXIYINJINGXIAOSHANG。

ERQIEBUFENERXIANJIUQIZHUAZHUJIYU，TUIJINGAIGE，SHIXIANJILI，YIYOUXIUDECHANPINZUHEHEBUDUANTISHENGDEPINPAIDAZAOJIQUDAOJIANSHENENGLI，SHIXIANLEXIAOSHOUE、LIRUNZENGSUDESHUANGZENGZHANG。

CIGAODUANSHICHANGDEJINGZHENGZHONG，PINPAILIHEYINGXIAOLISHIHEXINDEJINGZHENGYAOSU，PINPAILIZHICHENGCIGAODUANJIAWEIDUANDECHANPINJIEGOUTISHENG，YINGXIAOLIZHULICHANPINDESHICHANGKAITUOHEKUOZHANG，ZHEILIANGGEBINGXINGDEYAOSUHUITIANRANPINGBIYIDABUFENJIUQI，DUIYUDUOSHUQUYUXINGJIUQILAISHUO，QIPINPAILIWUFAZHICHENGCIGAODUANJIAWEIDAIDECHANPIN。

YINCI，ZAIXIANZAIDECIGAODUANSHICHANGJINGZHENGDANGZHONG，WANGWANGZHIYOUYIXIANPINPAIXIAYANCHANPINHEERXIANPINPAISHANGSHENGCHANPIN，JINGZHENGGEJUSHIYIMULERANDE。ERQIE，ZAIJINGZHENGGUOCHENGZHONG，JIUQIHUIBAZIYUANJUJIAOZAIZHEIGEJIAWEIDUAN，JIASUJIAGEDAIDEKUORONG，YUEJINGZHENGSHICHANGRONGLIANGYUEZENGZHANG。

PINPAIGAODUJUEDINGLEJIAGEDEGAODU。BULUNZAINAGEXINGYE，NEIKUANCHANPIN，JIAWEIYUEGAODECHANPINJIUYUEXUYAOPINPAIYIJIA，DUIPINPAILIDEYAOQIUJIUYUEGAO，YINCICIGAODUANDEFALIDIANSHOUXIANSHIPINPAI。

ZUOWEISHEJIAOHEWENHUADEZAITI，JIAGECHENGWEIXIAOFEIZHERENZHI、XUANZECHANPINDEJIANBIEYINSU，ERZHICHENGJIAGEDEZHUYAOZHIZHUJIUSHIPINPAILI。ERQIEPINPAILIJUEDINGLECHANPINJIAGEDAIDEKUANDUHEGAODU，YONGYOUGENGWEISHENHOUDELISHI、CHUANCHENG、WENHUAWEIDIYUNDEQIYEJIANGHUODEGENGGUANGFAN、GENGGAOJIAWEIDECAOZUOQUAN。

YIXIAOFEIZHEWEIHEXIN，TONGGUOZHIXINGLIKAITUOSHICHANGDEYINGXIAOMOSHI。

市场营销中成功的模式不止一种，但如何有效的结合企业自身条件和行业环境，通过整合自身资源来实现企业的高速发展，成为众多企业在开拓市场、创新模式中研究的课题。

YINGXIAOMOSHIDECHENGGONGYIBANDOUSHITONGGUOPEIHEPINPAILI、CHANPINDINGWEI、ZIYUANGUADUOLAIJUEDINGYINGXIAOZHANLVEDEXUANQU。

CIGAODUANQUDAODEXUANQUJIUSHITONGGUOJUJIAORENMAI、TUANGOUZIYUANSHANGLAIJINXINGHEXINDIANKUNBANGXIAOSHOU、ZHAOMUXINGYEXINSHANGDENGMOSHI，CIGAODUANCHANPINDEJIAWEIJUEDINGLEQIXIAOFEICHANGJINGZHUYAOJIZHONGYUSHANGWUYANQING，TONGGUOHEXINGONGGUANYIJIANLINGXIU，TONGGUOYIJIANLINGXIUDESHIFANXIAOYINGDAIDONGCHANPINXIAOSHOU。