The liquor industry has shown its skills on the Douyin e-commerce platform, and its ability to attract gold has been continuously enhanced, becoming one of the important online layout channels.
Produced by丨Yunjiu Vision.
This year, the data of the "Douyin Double 11 Good Things Festival" released by Douyin e-commerce shows that from October 20th to November 11th, the live broadcast room of Douyin e-commerce has a total of 58.27 million hours of live broadcast, and the number of short (plus shopping carts) is 169.7 billion, and Douyin's GMV has increased by 119% year-on-year.
Among them, the wine industry is also showing its skills on the Douyin platform.
The huge short-term traffic and the continuous increase in transaction volume have made Douyin e-commerce one of the important platforms for wine companies to deploy new retail channels.
In order to further understand the impact of Douyin e-commerce in the alcohol sales channel, Yunjiu Vision and Feigua Data jointly launched the "Douyin Platform Alcohol Industry Report (November 2023)" to interpret the growth trend of the wine industry in Douyin e-commerce, gain in-depth insight into alcohol social e-commerce, and discover the secrets hidden behind the platform's numbers.
"Double 11" sales surge, which categories lead?
"Double 11" has become a carnival for all e-commerce platforms.
During this year's "Double 11", the sales of Douyin e-commerce alcohol products have remained high, and reached a peak on the day of "Double 11", accounting for 103%。
For the whole of November, the total sales of the liquor industry on the Douyin platform increased by 30% month-on-month71%, higher than the 891%, accounting for 131%。
Baijiu remained the most closely watched sub-category, with sales up 32% month-on-month92%, and sales volume increased by 2004%；In contrast, wine sales increased by 31% sequentially48%, but sales volume increased by only 806%, to a certain extent, reflects the trend of increasing the consumption price of wine in the month.
It is worth noting that the fruit wine pre-blended wine category became the leader of both categories, with sales increasing by 48% month-on-month36%, and sales increased by 4142%, reflecting that it is still running in small steps on emerging e-commerce platforms such as Douyin, with full growth potential.
The hottest category in November is still liquor, ranking first in the list of consumer grass words. Luckin launched another new liquor product mulled wine American style after the sauce latte, which surpassed Moutai and Wuliangye in popularity, ranking second.
Famous brands are favored, and high-end products are full of power
In November 2023, the number of products on sale on the Douyin platform of the alcohol industry reached 1140,000, accounting for 0 of the total number of goods on sale on the whole platform30%, of which 360,000 are new products on the shelves this month, and the new rate of categories is 3180%。The number of alcohol sales reached 730,000, with a dynamic sales rate of 6397%, exceeding the platform average;The CR10 concentration of commodities in the alcohol industry is 1208%, an increase of 1733%。
Among the more than 100,000 products, consumers still maintain a high degree of enthusiasm for famous liquor.
In November, the top 5 liquor brands on the Douyin platform were Moutai, Wuliangye, Luzhou Laojiao, Fenjiu and Langjiu.
Among them, Moutai brand products are known for 2675% of the market share is ahead of other brands. In terms of specific products, Feitian Moutai is the most popular product with the highest salesJiannanchun's co-branded product "Sanxingdui Bronze Age" is the most popular new product. It is not difficult to see that high-end products represented by Feitian Moutai are the core driving force leading the growth of alcohol sales on the Douyin platform.
According to the data, the sales contribution rate of alcoholic products with a product segment of more than 919 yuan on the Douyin platform is the highest, accounting for 49 percent of sales66%；408-919 yuan of sub-high-end ** band sales accounted for 1373%；The sales of mid-end goods of 109-408 yuan accounted for 2415%。
In addition, the sales volume of Volkswagen ** belt products below 59 yuan accounted for the highest proportion, reaching 4667%, and the product conversion rate also reached 1701%。
The average price of goods in the entire liquor industry was about 180 yuan, an increase of 10 yuan from the previous month75% with an average conversion rate of 694%, mass consumption and high-end consumption are still full of vitality.
In addition, the audience of alcohol products on the Douyin platform is mainly male, accounting for 8828%, mostly men over 30 years old, accounting for more than 80%. From the perspective of geographical distribution, Shandong, Guangdong, Jiangsu, Henan, Zhejiang and other provinces with large economy and population are still the highlands of alcohol consumption.
In the era of national live broadcast, the store broadcast model is emerging
At the channel level, Douyin liquor live broadcast GMV accounted for 84% in November, making it the most important sales channel for Douyin liquorCommodity card sales, ** sales and other channels followed, with an increase of up to 3933%。
In November, a total of 6,989 brands were promoted on the Douyin platform, with more than 223 brand stores contributing 1729%, nearly 100 times compared with the previous month.
Choosing influencers to bring goods is still the mainstream of Douyin's alcohol sales, with influencers with 100,000-500,000 followers accounting for the highest proportion of sales, accounting for about 32% of the total sales of alcohol products82%。
It is worth noting that the sales of brand self-broadcast increased by 54% month-on-month43%。Although the live broadcast of influencers is in the limelight, the era of brand store broadcast has begun.
In fact, it has become more and more common in recent years for wine companies to build their own e-commerce and live broadcast rooms, and some brands have accumulated a certain amount of fans after years of development.
In the **channel, the delivery of Douyin alcohol products reached 12 in November40,000, an increase of 2768%, which is 39% higher than the average pit yield of the platform03%, the attention and gold absorption ability of the wine industry are still **.
In addition, in the commodity card sales channel, throughout November, the sales of Douyin alcohol products accounted for 1419%, an increase of 175%。
On the whole, the Douyin e-commerce platform, as one of the current popular alcohol sales channels, has achieved good sales growth during the "Double 11" period. The store-broadcast model directly led by the brand is gaining more consumer recognition and deserves long-term attention.