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New Observations on the Liquor Industry: The Dominant Logic of Alcohol Distribution Is Shifting from Channel Stocking to Terminal Sell-Through and Consumer Operations
For a long time, the alcohol industry relied on franchise capacity, distribution capacity, and stock-pushing capacity to drive growth. Today, terminals are more cautious in receiving goods, consumers make more specific purchasing decisions, and the marginal effectiveness of the old logic keeps declining. The dominant logic of alcohol distribution is migrating—from channel stocking to terminal sell-through and consumer operations. Whoever is closer to real consumption, whoever can retain users as durable assets, will have a better chance of surviving this adjustment cycle and seizing the initiative for the next phase of growth.
Only 30,000 of 57 Million Members Are "Being Served"—What About the Rest?
Langjiu's membership has surpassed 57 million, but only 30,000 can enter the estate to enjoy its services. The cost of high-end experiences rises with headcount, while the cost of reaching the silent majority is nearly zero—two curves heading in opposite directions, which means "something for everyone" is impossible by design. The solution: let a system take over tiering.
Baijiu’s Half-Year Export Report: Exports Rose 30%, Yet 90% of Exported Baijiu May Never Reach Overseas Consumers
China’s baijiu exports reached US$530 million in the first half of 2025, up 30.9% year on year. Export volume reached 8.31 million liters, up 7.4%, while the average export price rose 21.9% to US$63.7 per liter. The figures point to simultaneous volume and price growth. Yet rising imports of China-origin spirits, re-imported exports, and weak cross-border channel discipline suggest that export value alone is not a reliable measure of internationalization quality. The next phase of baijiu globalization will depend on whether producers can build traceable pricing systems, operable consumer relationships, and coordinated overseas distributor networks.
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