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The 2025 Double 11 shopping festival has concluded, revealing notable trends in China’s alcohol market, characterized by steady growth, a continued premiumization shift, and the rising influence of digital and interactive commerce.

Sales data from major e-commerce platforms indicates a moderate year-on-year increase in overall alcohol sales during the promotion period. While the growth rate has stabilized compared to the explosive surges of previous years, the market demonstrated robust resilience and consumption depth. Baijiu, particularly premium and sub-premium brands from leading distilleries, remained the dominant category in terms of sales value, underscoring its irreplaceable role in formal gifting and high-end consumption scenarios.

The trend towards premiumization continued across all categories. Consumers showed a marked preference for higher-quality products, including craft beers, imported wines from specific boutique vineyards, and premium rice wines. This reflects a maturation of consumer tastes, where value and experience are prioritized over volume alone.

Live-streaming commerce solidified its position as a paramount sales channel. Distilleries and retailers leveraged interactive livestreams not only for promotions but also for brand storytelling and consumer education. Limited-edition packages, celebrity endorsements, and exclusive bundling offers were highly effective in driving engagement and conversions.

Notably, low-alcohol and ready-to-drink (RTD) beverages, such as fruit-infused wines, pre-mixed cocktails, and hard seltzers, experienced significant growth, especially among younger demographics in first- and second-tier cities. Health-conscious options, including organic wines and baijiu with perceived wellness benefits, also garnered increased attention.

Regional brands gained traction through platform-supported initiatives, using Douyin and Taobao to reach a national audience. Their success highlights a growing consumer appetite for discovering unique flavors and supporting local producers.

Logistics and fulfillment saw significant improvements, with same-day or next-day delivery becoming the standard in urban areas, enhancing the appeal of online alcohol purchases for immediate consumption needs.

In summary, the 2025 Double 11 period for China’s alcohol market underscored a shift towards a more sophisticated, digitally-driven, and experience-oriented landscape. While traditional strengths in baijiu persist, diversification and premiumization are defining the future trajectory of the industry.