1、&QuestMobile前言：中国白酒市场概况梳理白酒公司逐步增加线上营销投入，打造新零售模式，寻找新的高效增量路径电商已经成为一种趋势，渗透到了产业经济的各个环节，已经在白酒产业的前端销售、中端运营、后端生产各个环节产生了深远的影响。2012&2022白酒消费进入存量市场已久，高端白酒是推动行业发展的重要驱动力白酒公司长期竞争力核心在于品牌，品牌力打造是高端化的核心因素5,018 5,259 5,559 6,126 5,654 5,364 5,618 5,836 201320152015201620172018201920202017-20201%991 852 790 813 912 1,

2、043 1,145 1,192 201320152015201620172018201920202016-202010%36500ml5252.0%60.0%2021H12022H120228%64.381.22021Q12022Q1(202226%1%目录目录0 10 1020204040303010180%245010.76%22.20%35.67%20.45%10.93%91.36 123.90 101.69 114.48 62.90 18 2324 3031 4041 5051+TGIVSVS79%79%21%21%TGI:150TGI:447.97%19.04%18.32%23.83

3、%18.86%9.83%99.00 101.50 100.25 105.00 94.75 79.50 TGItop30top30/TGI0.98%/1240.92%/1340.83%/1260.73%/1462022Q1-Q39.38%9.02%8.89%8.84%6.03%5.38%5.02%4.72%3.49%3.48%3.34%3.16%2.78%2.76%127.50 79.25 137.75 129.75 94.50 126.75 92.00 107.25 115.00 88.25 97.75 77.50 94.00 102.50 TGI=100TGITGI100TA32.3%22.

4、0%18.0%16.8%15.1%12.1%&APPAPPMAUMAU33.0%32.9%28.4%27.5%27.2%23.9%22.6%20.3%15.4%13.5%2022107.5 91.7 92.7 97.4 99.9 102.1 109.3 104.3 95.2 92.1 96.5 100.0 102.9 109.5 102.8 96.9 104.9 97.1 100.2 100.7 94.7 101.8 98.0 92.9 97.3 100.2 102.3 108.2 100.1 99.9 130.4 106.7 90.7 91.6 84.7 99.6 100.5 110.4 1

5、03.9 95.1 97.0 97.1 95.9 104.5 121.6 105.8 94.4 92.5 88.1 49.5 156.0 104.8 101.5 98.6 97.7 99.0 97.5 102.8 99.6 101.6 102.2 100.1 94.2 101.5 98.3 104.8 109.6 107.3 93.3 79.5 TGI/B/24-50403030BZ680M680M345M345M1,016M1,016M609M609M189M189M492M492M106M106M157M157M875M875M443M443MMAUAPPQuestMobileApp-20

6、22/MAUTGI=/*1001818-23232424-30303131-40404141-505050+50+30303040&20225-650%50%;&308308240&PUGC&307B28.5%71.8%53.3%25.6%66.2%67.6%4041-4950%3018-2920222022.1-2022.979367510426,000 40,000 600 5040-4940-/0%20%40%60%80%100%B&,8,939,6,101,6,037 5,0006,0007,0008,0009,00010,000TOP 3/B/21.6%26.7%25.1%50.4%