进入后疫情时代，扩大投资、消费、净出口，推进经济复苏是各行业协会的主线工作。消费是三架马车的重要力量，目前正是酒消费力量的增长期，助力消费增长是当前工作的重点。分析当前酒类消费市场，有四个方面的变化。
Expansion in investment, consumption and net export as well as economic recovery has been prioritized by many businesses and organizations in the post-pandemic period. Given the situation where there is a good potential for growth in alcoholic products, consumption has become one of the three major driving forces for the alcoholic drinks market. The analysis on the current market of alcoholic drinks has categorized the changes found into four aspects.
酒类市场正在逐渐升级，向优质产品需求转型变化。优质品牌不断引领消费，带动生产消费出现新变化。如泸州老窖投入百亿技改资金，解决高端酒产能问题，满足消费增长需要。贵州茅台镇在政府推动下，加大窑坑基础技术改造，提升高端酒产品质量等。
First, as the market is continuing to evolve, it is also targeting at much better and more premium products. Successful brands take a head start on consumption, bringing new changes. Luzhou Lao Jiao, a Chinese baijiu producer, has invested around RMB 10 bn, to add to its capacity for higher-end products, in an effort to meet the continuing demand for its alcoholic products. With the help of the government, the Moutai Town in Guizhou is enhancing its technological transformation so as to further improve the quality of its high-end products.
线上线下酒类流通渠道，向互联网方向转型变化。酒类传统渠道拓展，直供平台升级。运营管理、供应链管理、IT技术服务等加速升级。如百川名饮、泰山名饮连锁企业，整合上下游资源，向纵向横向整合，扩大营销链。中粮名庄推出3.0版本，实现千店千面，为不同需求提供精准服务等。
Second, channels, both online and offline, are becoming more internet-based. Rapid updates have been found in traditional circulation channels, retailing platforms, business operation, supply-chain management and IT services. BaiChuan and Taishan, two distributors of alcoholic drinks, have comprehensively integrated their resources of both upstream and downstream, to raise their market shares. COFCO W&W International, a company specialized in importing international alcoholic beverages, has come up with its Version 3.0 to encourage variations for its retailers to offer precise services for different customer needs.
营销物流仓储销售全环节，向数字化方向转型变化。数字技术带来区块链、数字酒证、扫描电子读写等技术，使酒产品防伪追溯实现低成本。茅台防伪读写系统，五粮液数字酒证，提供了酒产品流通的全过程管理，推动了智慧茅台，数字五粮向ICT领域转型发展等。
Third, a whole supply chain including marketing, logistics and selling is becoming more digitalized. Technologies like block-chain, digital certification, scanning, read-write that come with digitalization have made it easier for a more economical traceability. Moutai’s counterfeiting read-write technology and the digital certification of WULIANGYE offer a holistic process management during product circulation, which put intelligent Moutai and Digital WULIANGYE towards an ICT-based track of development.
酒消费市场需求，向海内同步转型增长变化。新一轮高水平开放，构建了新“双循环”。中国酒业外贸法规、监管体制、质量标准、检验检疫、认证认可。推进了酒的同线、同标、同质。中国茅台在全球数十个国家设立专营店；东京五粮液大酒家开业等，提速了“双循环”中的外循环，推进了中国酒海内外市场的同步增长。
Fourth, the baijiu market is expanding both at home and abroad. A new round of high level of opening is underway, and a new “dual circulation” development pattern is being constructed. China’s foreign trade regulations, regulatory systems, quality standards and inspection and quarantine system as well as certification and accreditation have jointly facilitated to provide a solid guarantee for a unified production line, high standards and quality. China’s Maotai Group has set up franchised shops in dozens of countries around the world, one of which, the WULIANGYE Restaurant, opened in Tokyo, is marked as a speed-up for the outer loop of the “dual cycle”.
面对酒类消费这些方面的转型发展变化，我们要顺势而为，不断扩大消费，推动消费升级，助力经济增长。
In the face of the transformation, progress and changes in the consumption of alcoholic products, we need to catch up with this trend to expand consumer demand and promote consumption upgrading to help facilitating economic growth.
首先，在注重酒产品质量升级的同时，更要注重酒文化品味提升。我们的研究表明，酒产品既是物质产品，也是精神产品。作为精神产品的酒，是文化的和艺术的结合体。酒文化包括了酒生产科学技术，酒艺术包括了酒工艺历史传承，包括了酒的现代科学健身消费等。要在这些方面，加大研究、宣传推广力度。不断传承历史、推成出新；不断创新研究、拓展领域；不断科学融合，探索新知。在人的精神生活和身体健康领域，扩大酒的消费，推动经济增长。
While focusing on a high-end quality of alcoholic products, we also dedicated to raising people’s awareness to the taste of baijiu culture. Our research showed that baijiu is both a material and spiritual product. As a spiritual product, baijiu is the combination of culture and art. Baijiu culture is embodied in the technologies used to produce baijiu, while the art of baijiu is characterized by its production process and historical heritage, as well as the modern technologies, fitness and consumption related to baijiu. It is necessary for us to increase research, publicity and promotion in these areas for continuous innovation through inheriting historical heritages and updating, to innovate our researches, expand research areas and deepen integration as well as to seek new knowledge. For enriching people’s spiritual life and promote health, we encourage enlarging the consumption of alcoholic products, with which we can also promote the economic growth.
其次，在注重酒产品互联网转型中，开展云上服务。我们的研究表明，消费服务是价值提升的广阔空间。随着人们生活水平的提高，需求层次不断提升，服务需求不断提高。个性化服务，精准化服务，即时化服务，点对点服务等，因美团、跑腿的出现，使我们看到了服务拓展的广阔空间。在这方面我们要从基础设施的建设入手，发挥政府和市场两只手的作用。市场给我们以价值评判，价值导向；政府可集中力量办大事的优势，推动酒互联网的转型，实现酒消费服务的价值增殖，促进消费升级，更好满足人们日益增长的消费服务需要。扩大消费总量，推动经济增长。
Next, we call for an establishment of cloud services to cater to the needs posed by the internet-based transformation of alcoholic product services. Our studies suggest that there is a vast room to create value through consumer services. With improving living standards comes higher service needs, namely, personalized services, precise and instant services, and point-to-point services. The appearance of Meituan, a takeaway-service company, and other delivery services allow us to see a broader space for further growth. Given that, it is advisable for us to start with infrastructure construction and take a good advantage of “both hands”—the government and the market. The market provides us with value judgements and guidance, with the government pooling resources of all sides for accomplishing large undertakings, to achieve an internet-based transformation of alcoholic product services, to achieve an increase in the value and consumption upgrading so as to better meet people’s growing needs for consumer services, and to expand consumption and promote economic growth.
再次，在酒产品价值增值全链环节中，我们要发挥知识要素无限增值作用，提升酒品消费价值。我们的研究表明，知识型要素相对其它要素，具有轻质性、无限增值性和非耗散性。数字技术就是在此基础上，应用而生的。在这方面酒消费价值还有很大的拓展空间。通过数字技术，改造提升传统酒消费技术，融合集成为新的消费技术，投资生成新的消费技术，实现数字技术推动下的消费扩大，推动经济增长。
Further, we need to give a full play to the knowledge factors to improve the value of alcoholic products. Through studies we have found that the knowledge factor, compared to other factors, features a non-dissipation quality, superimposable quality, infinite appreciation and lightweight quality, and it is on this basis that digital technology has come into being. Based on improved and upgraded digital technologies, we can offer new technologies for the consumption of alcoholic products through integration and investments, to fuel the economic growth on a digitalization basis through expanded consumptions.
最后，在扩大内需的同时，要更加注重酒的出口。后疫情时代，人们更加注重身心健康，消费升级。我们的研究表明，作为世界三大蒸馏酒的中国白酒，已获得很多国家好评。我们要不断注重产品包装，满足不同国家文化习俗；不断调整产品规格品类，满足全球不同消费者的爱好；不断调整营销技术和手段，适应国际市场的需要。不断扩大出口规模，推动经济增长。
Finally, we need to pay more attention to the export of alcoholic products while expanding domestic demand. In the post-pandemic era, people are getting to be more aware of their physical and mental health, leading to a higher level of consuming behaviors. Our research shows that Chinese baijiu, one of the top three distilled spirits in the world, has been well received by many countries. Meanwhile, we should continue to focus on product packaging to meet the cultural customs of different countries, enriching product specifications and categories to meet the preferences of different consumers around the world, improving marketing techniques and tools to meet the needs of the international market, and expanding the scale of exports to promote economic growth.
主编：陈泽明博士
Chief Editor: Dr. Chen Zeming
