In recent years, with the general improvement of urban living standards and the enhancement of public awareness of physical fitness, liquor consumption has shown an obvious downward trend in the new wave of consumption upgrading. On the one hand, young people consider the drinking quality and taste more when choosing liquor, and pursue more high-quality and refined characteristic liquor, rather than the kind of strong liquor with a high number of vigorous and high-number. The data shows that the sales of low-degree high-quality liquor have increased year by year, while the sales of high-degree ordinary liquor have decreased compared with before. This has to do with the importance consumers place on healthy drinks.
On the other hand, female consumers are becoming the dominant force. In contrast to the previous male-dominated drinking patterns, women are more inclined to light and strong drinks. Drinking a bottle of white cannot become a fashionable consumption, but the social dining style of pursuing quality and taste is becoming more and more popular. This has greatly shaken the original liquor consumption model.
From the perspective of the product itself, the traditional ordinary liquor has a single raw material, the purchase is not strict, and the production process is simple and extensive, resulting in a single and vigorous taste. In the face of new customer groups who are more interested in experience and enjoyment, this type of product is inevitably unattractive. Some major brands have accelerated the pace of R&D and improvement, and launched low-degree high-quality series products to cope with market changes.
In addition, other alcoholic varieties such as beer and wine are also popular among young people and compete with baijiu. They use innovative packaging and marketing strategies to remind consumers of fashion, leisure and identity, and appeal to younger consumers. This also dealt a blow to the status of liquor as the mainstream.
At present, the consumption of liquor is changing from high consumption to high-quality consumption, and the weight has become lighter and the quality has become more delicate. Traditional big-headed products will face greater challenges. Manufacturers need to improve their product development and marketing skills in line with new trends to meet the preferences of the new generation of consumers in order to maintain their market dominance. Only by keeping pace with the times can the liquor industry flourish in the new environment.