With the adjustment of consumption structure and the rise of young customers, the wine industry is facing new challenges and opportunities. On the one hand, market competition has had an impact on the price of alcohol, the terminal consumption power is insufficient, and the pressure on channel inventory has increased. On the other hand, young customers have great consumption potential, according to the report of the China Liquor Association, the post-34 to post-0 groups account for 0% of the scale of liquor. In addition, new scenarios, new formats and new models such as wine sub-categories and gift boxes and instant retail have stimulated new consumption momentum and brought new opportunities to wine companies.

At the end of 2025, during the National Sugar and Liquor Commodity Fair, Jingdong Supermarket held a 0 wine ceremony, and released three strategies around the liquor business: "consolidating real self-management, POP new kinetic energy, and self-operated second delivery", and is committed to bringing greater incremental fields to liquor brand merchants.

Consolidate the "three strategies" of true self-operation, new momentum of POP, and self-operation and second delivery, and comprehensively empower liquor brands

In order to support major wine companies to accelerate the pace of online, JD Supermarket has released three strategic plans for the liquor business in 2025 years with the model, management and format as the starting point, giving brand merchants new growth momentum in an all-round way.

Self-operation is an important business segment of JD.com, and it is also a unique business model of JD.com. This time, Jingdong Supermarket will take "consolidating real self-management" as the first of the three major strategies, creating differentiated standard products, strengthening marketing cooperation, and deepening cooperative relations. Co-brand development of special products, such as brick and stone wedding banquet, Jiulu God of Wealth, Fengtan wine, Jingdong endorsed ration wine, as well as scarce exclusive and other special products. At the same time, Jingdong Supermarket will also look for larger orders for its own brands, underwrite tail goods, and be the most trusted and valuable partner of the brand.

POP merchants will also rely on lowering the threshold and optimizing the structure to gain new momentum. In terms of investment promotion, Jingdong Supermarket will actively introduce offline big merchants, new brands, and trending brands, and attract investment with characteristic categories. In terms of supervision, it has jointly established a real studio with the China Light Inspection, which has taken the initiative to conduct a large number of random inspections, strictly punish them, solve customer complaints in one stop, and strictly control the behavior of false prices and deceiving consumers. In terms of innovation, Jingdong Supermarket helps businesses in the industrial belt to expand new models through the integration of large stores and independent operations, and pilots POP half-day delivery to guide POP to enter the warehouse in advance and realize the authenticity of the warehouse.

In addition, Jingdong Supermarket will also create a "self-operated second delivery" mentality and strengthen the real-time retail layout. Strengthen the profitability of "Wine World" stores by strengthening the value of products, accelerating private label products, and increasing the proportion of online orders. In-depth collaboration with "Jingdong Second Delivery" to improve the private domain traffic of "Wine World" and create a self-operated second delivery mentality. Quickly deploy the front warehouse, accelerate the expansion of self-operated stores, and at the same time lay out the super experience store in the wine world, so as to realize the combination of stores and warehouses and the expansion of multiple formats.

Comprehensive optimization of products, merchants, and experience The "three win-wins" help partners create greater value

2024年，京東超市酒類業務GMV 實現雙位數增長，自營增長達 35%。同時，酒類使用者超3000萬，其中PLUS使用者佔比超40%。目前，京東超市線上市場份額已過半，佔比高達53%，佔據絕對領先。憑藉在合作模式、數字行銷、物流服務等方面的綜合優勢，京東成為各大品牌加速增長的重要合作夥伴。

In recent years, the official flagship store of Gujing Gongjiu Vintage Puree and the official flagship store of Wuliangye Aged Old Liquor Jingdong have been opened one after another, and the aged liquor has entered the era of digital marketing with Jingdong Supermarket as the window. Not only that, Jingdong Supermarket has linked up with Xinhua News Agency and the popular game "Black Myth: Wukong" to help Ningxia wine go global.

In 2025 years, Jingdong Supermarket will also join hands with wine companies to seek win-win cooperation from the three dimensions of commodities, merchants and experience. In the face of homogeneous competition in the market, JD Supermarket will co-brand to create differentiated products such as specifications, degrees, gift boxes, etc., develop unique product IPs, ration wine, alcohol peripherals and cultural and creative products that meet the needs of self-drinking, and help alcohol members operate.

In terms of POP merchants, Jingdong Supermarket will actively introduce offline channel merchants and small businesses in the industrial belt, and pilot POP half-day delivery through the collection of large stores and independent operation, so as to reduce the threshold for merchant operation. At the same time, Jingdong Supermarket will provide supporting traffic support for trending new products to create new momentum for POP growth.

JD Supermarket will also continue to optimize the customer experience, and in terms of "saving", it will continue to optimize the customer experience through points and gifts, membership rights, etc. In terms of "truth", the production line is upgraded, production capacity is expanded, and the authenticity of famous wine is stored in the warehouse, and the basic capacity is constantly upgraded. In terms of "completeness", the professional constant temperature warehouse expands high-value red wine and creates the IP of the famous wine museum. In terms of "fast", the layout of Jingdong Wine World's self-operated stores and pre-warehouses realizes regional procurement and regional distribution to meet the demand for instant liquor.

Wine knots are concentric, gathering wisdom for the future. Zhao Yu, vice president of Jingdong Group and general manager of the liquor business department of JD Retail Supermarket Business Group, said that we are willing to work with partners in an open manner to tap greater market potential, achieve mutual benefit and win-win results in cooperation, and jointly promote the liquor industry to a new peak. In the future, JD Supermarket will rely on its supply chain advantages, digital capabilities and service guarantee to accurately understand and meet consumer needs, and help wine brand merchants gain a broader development space.

[Source: Yunnan Radio and Television Station]