饱含中国文化底蕴的中国酒业,在经历了持续高速发展的巅峰之后,正进入一个阶段性调整时期。近年来,随着国家产业政策的调整和买方市场趋于成熟,我国白酒产品已出现产大于销、供过于求的局面,啤酒产品也从跳跃式发展而转入相对稳定的增长期。在酒业整体形象不佳的背景下,酒厂单纯依靠提高产品档次来拓展空间已越来越难,加上制假售假的日益猖獗,广告费用的大幅增加等不利因素,确实给中国酒业的发展提出了道道难题,使中国酒业的发展举步维艰。有人据此得出结论:中国酒业已开始走下坡路,更有人断言:中国白酒业在三年内将遭重创。 The Chinese liquor industry, which is full of Chinese cultural heritage, is entering a phased adjustment period after experiencing the peak of sustained high-speed development. In recent years, with the adjustment of the country’s industrial policy and the maturity of the buyer’s market, the production of liquor in China has turned into a situation where production exceeds sales and oversupply, and beer products have also shifted from a leaping development to a relatively stable growth period. In the context of the overall poor image of the wine industry, it is increasingly difficult for wineries to rely solely on improving product quality to expand their space. Coupled with the increasingly rampant production and sales of counterfeit goods, the unfavorable factors such as the substantial increase in advertising expenses have indeed given wine to China. The development of the industry has raised difficult roads and made the development of the Chinese liquor industry difficult. Some people have concluded based on this that the Chinese liquor industry has begun to decline, and it has been asserted that the Chinese liquor industry will be hit hard in three years.