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Currently, the liquor industry needs to shift from "scale-driven" to "value-driven" growth. By leveraging technological innovation, cultural empowerment, eco-friendly brewing, and marketing upgrades, the industry aims to achieve "stability amidst change" on both the supply and demand sides. 

As the ongoing adjustment in the liquor sector continues to deepen, the industry faces a mix of growth and differentiation. Challenges such as high channel inventory, price competition, and a consumer shift toward cost-effectiveness in terminal sales have created unprecedented pressures. From an industry perspective, the profound adjustments in the liquor sector persist, and how to successfully navigate this transitional period remains a critical concern. 

On March 27, the 22nd China International Alcoholic Drinks Expo opened in Luzhou. As the expo’s flagship event, the China International Liquor Industry Development Forum was held that afternoon. 

Under the theme “Stability Amidst Change, Reshaping the Future,”* the forum brought together government officials, industry associations, leading liquor companies, distributors, and cross-sector experts to explore pathways for transformation and high-quality development during this period of deep adjustment. 

China’s liquor industry now stands at a pivotal juncture for upgrading and transformation. Faced with rapidly evolving market dynamics and consumer trends, the industry must adopt innovative thinking to forge new development strategies while maintaining stability. How can the liquor industry adapt to market and consumer shifts? How can it pursue change while ensuring stability? How will it reshape its future? These questions not only impact current market competitiveness but also determine whether the industry can achieve sustainable, high-quality growth. 

In his keynote speech, “Stability Amidst Change, Reshaping the Future,”Song Shuyu, Chairman of the China Alcoholic Drinks Association, noted that amid economic deceleration, the liquor industry faces multiple pressures including contracting demand, supply chain disruptions, and weakened expectations. The sector is now in a transitional phase of shifting from old to new growth drivers. He highlighted four transformative trends: the deep integration of tradition and technology, dual drivers of youth-oriented and international strategies, cultural exports to build new discourse systems, and sustainability as a core priority. To address these, the industry must transition from “scale-driven” to “value-driven” growth, achieving “stability amidst change” through innovation, cultural empowerment, eco-brewing, and marketing upgrades. 

To this end, Song proposed four recommendations: 

1. Seek transformation in quality to reshape consumption dimensions. 

2. Seek transformation in value** to redefine market perceptions. 

3. Seek transformation in services** to revitalize industrial engines. 

4. Seek transformation through collaboration** to rebuild the industry ecosystem.