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Data from the first three quarters of 2025 indicates a significant structural shift in China's alcoholic beverage market, marked by a clear contrast between declining imports and growing exports, reflecting changing consumer preferences and the rising global competitiveness of domestic products.

Imports: Overall Downturn, "Less Volume, Higher Value" Signals Rational Consumption

Overall alcohol import value fell by 13.9%. This isn't mere market contraction but reflects optimized structure and changing consumption concepts.

Spirits: The "cognac myth" faded, with its import value plunging. In contrast, whisky saw volume surge, and niche spirits like vodka grew over 50%, indicating a consumer shift towards personalization and diverse experiences. Notably, Chinese baijiu imports grew against the trend, highlighting its strong appeal in duty-free channels.

Wine: Imports showed "lower volume but higher average price," suggesting a move towards premiumization – "drink less, but drink better."

Beer: Imported beer declined, while domestic craft beer quality improved, offering strong alternatives. Non-alcoholic beer imports grew, signaling health trends.

Exports: Overall Growth, "Made in China" Gains Recognition

Alcohol export value grew 7.9%, demonstrating the strength of "Chinese brewing."

Baijiu: Exports grew steadily, slowly penetrating beyond ethnic Chinese communities into mainstream markets, reflecting cultural influence.

Beer: Exports grew robustly in volume and value, dominating Asian markets with high cost-effectiveness and stable quality.

Wine: Although the base is small, exports saw explosive growth, making it the dark horse, albeit heavily reliant on Hong Kong as a transit hub.

Three Major Shifts in Domestic Consumption

From "Social Status" to "Personal Enjoyment": Premium gift drinks (e.g., cognac) recede, while diverse spirits and fine wines for personal exploration rise.

From "Blind Faith in Imports" to "Rational Choice": The allure of imported beer dims; consumers prioritize quality and value, creating space for domestic premium brands.

From "Import Market" to "Two-Way Interaction": While introducing global products, Chinese baijiu, beer, and wine are confidently entering the world stage, transitioning from being just a market to a brand exporter.

In summary, the data reveals a more rational, diverse, and mature Chinese consumer. Domestic producers are seizing the opportunity for import substitution while finding their place in the global market through differentiated strategies, marking the start of a new, more complex era.