Once a mid-year shopping extravaganza centered around June 18th (618), China’s e-commerce promotions have increasingly "jumped the gun," with presale periods creeping into mid-May—nearly merging with the post-Labor Day consumption lull. For alcohol brands, this extended presale model has become a double-edged sword: while some thrive, others drown in price wars. Who are the real beneficiaries, and who is being exploited? 

Why Are E-Commerce Platforms in Such a Hurry? 

The shift is no accident. With online retail growth slowing—2024’s e-commerce sales rose just 7.2%, down 3.8 percentage points from 2023—platforms like JD.com and Tmall face fierce competition from livestreaming rivals (Douyin, Kuaishou) and social commerce (Xiaohongshu, Bilibili). The traditional "one-day explosion" sales model is obsolete. To retain users, platforms now stretch promotions over weeks, deploying tactics like "early-bird discounts" and "limited gifts." 

Logistics also play a role. Alcohol, especially premium baijiu or glass-bottled wine, requires careful handling. Staggered presales ease warehouse and delivery pressures. However, smaller brands struggle with cash flow and inventory, often forced to sit out promotions or slash prices. 

The Alcohol Market: Feast or Famine? 

Alcohol sales have surged online, with giants like Moutai and Wuliangye dominating 618 rankings. Yet the extended presale period exposes stark divides: 

1. Premium Baijiu Brands: Leverage presales for inventory management and brand prestige, though profit margins shrink due to platform subsidies. 

2. Craft Beer & Low-Alcohol Trends: Benefit from early marketing but face cutthroat competition. Many rely on flashy packaging and influencer campaigns to mask thin margins. 

3. Wine & Imported Spirits: Depend on content marketing (livestreams, KOL endorsements) to educate consumers, but prolonged presales force earlier price disclosures, diluting impact. 

An industry insider notes, "Two types of alcohol sell well: low-margin flagship products (for visibility) and ‘gimmicky’ items with inflated branding but questionable quality." Livestreaming exacerbates this, with top influencers charging hefty fees and smaller brands resorting to discount traps. 

Breaking the Cycle: Strategies for Survival 

To avoid becoming "cash crops," brands must adapt: 

- Reduce Platform Reliance: Limited-edition collabs or exclusive presale products (e.g., special packaging) can boost margins and hype. 

- Invest in Private Traffic: Wine and craft brewers can foster loyalty via member perks, tastings, or UGC campaigns. For example, Xi’ge Winery recruited 10,000 users for product testing on Xiaohongshu, blending education with marketing. 

The Future: From Sales Battles to Brand Wars 

As presales stretch into "promotion months," alcohol brands must balance short-term gains with long-term growth. Winners will be those who master platform algorithms while building direct consumer relationships—transforming 618 from a profit-draining race into a showcase for sustainable business models.