In recent years, the beverage industry has entered a period of structural adjustment. However, with the recovery of offline consumption, the improvement of national consumption level and the upgrading of consumption structure, as well as the concept of healthy life after the epidemic, consumers' spending power, consumption concepts, and consumption channels may be reconstructed.
The gift-giving scene breaks through the age circle of consumers, rescues the "liquor" innovation trapped in the city, and the regional creation of different flavors of liquor has become a common cognition of consumers, the quality of liquor is firmly linked to the location of the city, and the characteristics of regional liquor have also been well known, but how to go to the whole country with regional liquor, or how to step on the city's business card to innovate the old liquor track has become a leap point. Not only that, "will young people drink liquor again" has also become the focus of current discussions, how to make young people like to drink liquor, or how to make product innovation to make the flavor of liquor more in line with the times, and become a breakthrough point in the innovation of the liquor track.
To this end, the number 100, together with Giant Arithmetic, Shengguang Group, and the Arithmetic Alliance, jointly released the "2023 Chinese Liquor Consumption".
From 2015 to 2021, the total output of China's brewing industry continued to decline on the whole, and it did not rebound slightly until 2022. In 2022, the total output of enterprises above designated size in the national brewing industry will be 5,42750,000 kiloliters, up 08%。
Since 2018, the operating income of China's brewing industry has begun to increase year by year, and the growth rate is also increasing year by year. In 2022, the brewing industry will complete a total of 9509 product sales revenue0.0 billion yuan, an increase of 91％；The cumulative total realized profit is 2491500 million yuan, an increase of 274%。
From the perspective of the brand value of listed companies in the liquor industry, the top 5 brands are all liquor companies, among which Kweichow Moutai is far ahead, with a brand value of 5297 in 2023$7.2 billion;It is followed by Wuliangye with a brand value of 2357$2.7 billion.
Among the top 10 listed companies in the liquor industry in terms of brand value, in addition to liquor companies, only China Resources Beer, Tsingtao Beer and Chongqing Beer are on the list, ranking 6th, 7th and 9th respectively.
Overall, the market size of China's liquor industry has increased from 565.4 billion yuan in 2017 to 662.1 billion yuan in 2022.
The number of enterprises above designated size in China's liquor industry has decreased year by year, from 1,593 in 2017 to 963 in 2022, and the industry concentration trend is obvious.
The creation of liquor-related content is greatly affected by node marketing, which has been significantly improved during the Spring Festival, 618, and Double 11, and continues to grow throughout the year. From the perspective of overall growth rate, Douyin's short liquor content from January to July 2023 has a year-on-year growth rate of 256%, at the same time, whether it is the number of short releases, the number of releases, or the number of interactions, the overall growth trend of Douyin alcohol content in 2022-2023 is very obvious.
Beer, liquor and foreign liquor occupy the three main tracks of Douyin's alcohol content, with relatively leading content scale and supply activity, and are also the main sectors for alcohol brands to gather. From the perspective of the growth rate of content supply, the supply indicates that content creation is more active, and the track can accommodate more new entrants. The increase in demand for content means that there is more room for category innovation, brand innovation and marketing innovation on the track, and it is easier for new trends to be born in the direction of the track.
From the perspective of Douyin wine-related topics, the consumption of alcohol has strong emotional and cultural consumption attributes. Hot topics related to Douyin drinks include alcohol categories, food and drink pairings, etc. From the perspective of "alcohol category", "liquor", "beer" and "red wine" are the focus of users' attention, and they are also frequently associated with emotional and cultural consumption scenariosFrom the perspective of "food and drink pairing", beer, lobster and barbecue often appear in groups, which shows that beer is very closely related to food stall culture.
From the perspective of the portrait of liquor interest users, male interest is much higher than that of women, with the highest proportion of people aged 31-40, and the urban distribution is concentrated in first-tier cities and second-tier cities. The trend of the liquor track is reflected in the product innovation based on the scene: the strong flavor and sauce-flavored liquor still need a higher-end origin identification and social awareness;Aromatic taste innovation and story innovation will introduce young people into the track of liquor.
The main reasons for Douyin liquor consumers to buy liquor on the short** platform are**advantages**transparency, high platform trust, many types of products to choose from, **large activity intensity and various forms.
Douyin liquor consumers are interested in liquor information: liquor making process, liquor making process knowledge, liquor tasting knowledge, and collection knowledge account for a relatively high proportion.
Douyin liquor consumers mainly consider the following factors: taste, alcohol content, brand guarantee, aroma, word-of-mouth evaluation, vintage, origin, etc.
According to statistics, Kweichow Moutai, Wuliangye, Luzhou Laojiao, Shanxi Fenjiu, Yanghe, Gujing Gongjiu, Jinshiyuan, Yingjiagongjiu, Shede Liquor, Shuijingfang, Jiugui Liquor, Laobai Dry Liquor, Shunxin Agriculture, Jinhui Liquor, Elite, Tianyoude and other 16 listed liquor industry companies will have sales expenses of 343 in 2022500 million yuan, a year-on-year increase of 989%；The cost of advertising ** is 238300 million yuan, a year-on-year increase of 1286%；Advertising ** costs account for 69 percent of sales expenses4%, up 18%。
From the perspective of sales expenses, the first echelon has the lowest proportion of expenses, the second echelon has the highest expenses, and the third echelon has the lowest expenses and the highest ratesAt the level of brand marketing, it reflects that the brand equity accumulated by the first echelon is deep and the brand effect is significant, so it brings a lower proportion of sales expensesThe revenue of the second echelon is considerable and the brand appeal is weaker than that of the first echelon brand, so the sales expenses are higher;The third echelon lags behind the first two echelons in terms of revenue and brand effect, so the sales expenses are the lowest and the highest proportion.
From the perspective of advertising ** cost, the first echelon has the highest rate among the three echelons, the second echelon has the highest cost and the lowest rate, and the third echelon has the lowest costEmbodiment at the level of brand marketing: the first echelon attaches more importance to brand marketing, the second echelon has a relatively sufficient budget but has a higher expenditure outside of advertising expenses, and the third echelon has a smaller budget.
To sum up: the perfect marketing system of the first echelon effectively reduces the proportion of sales expenses and advertising expenses, the second echelon marketing budget is sufficient and the cost control needs to be optimized, and the third echelon marketing effect is far behind the first two echelons.
In recent years, the liquor industry has also begun to pay attention to online communication, in addition to the conventional information flow, banners and banners, social platform KOL placement, H5 interactive marketing, and short ** platform challenge are also the main online communication methods of current liquor companies.
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