As an important part of traditional Chinese culture, baijiu has always occupied a dominant position in China's liquor market. According to statistics, the size of China's liquor market will reach 12 trillion yuan, accounting for more than 60% of the entire liquor market. However, such a huge market size did not make liquor companies and industries feel at ease and satisfied, but made them feel crisis and pressure.
This is because there are also many problems and challenges in the liquor market, the most prominent of which is the aging of the consumption structure. According to the survey, in 2022, 58% of Chinese liquor consumers are over 50 years old, while only 12% are under 35 years old. This means that baijiu is losing the main force of young consumers, the future market.
In addition, there are still problems in the liquor market, such as the simplification of brand image and the lack of product innovation. In the impression of many people, liquor is a high-quality, high-calorie, high-harm "four high" products, only suitable for business banquets, gifts and other formal occasions.
The taste of baijiu is also similar, all of them are dominated by alcohol, lacking individuality and differentiation. The packaging design of baijiu is also conservative and traditional, and it has not kept up with the trends and aesthetics of the times.
Rejuvenation is a big word. There may be many people who have fallen into a misunderstanding of the rejuvenation of liquor. My personal understanding is that the rejuvenation of baijiu is by no means to sell baijiu to young people in its original flavor, nor is it to create some kind of magical rejuvenation of baijiu to replace the consumption habits of young people. The focus of the rejuvenation of liquor is by no means on wine, but on people. Our goal is to achieve human transformation through various means, so as to achieve long-term training and guidance, and guide young people to the future consumption of liquor.
And this effort often takes decades to manifest. Alcohol with high learning costs cannot and cannot appear on the table of young people frequently for a long time, which is the same for both whiskey and liquor. Because this does not conform to the laws of nature, nor does it conform to the thickness of their wallets, but the cognition and consumption habits of young people are the battleground for these categories. This is also the most important aspect of my research on the rejuvenation of alcohol.
From the perspective of joint branding, it is possible to expand the popularity and influence of both parties and achieve mutual drainage. In the young market, liquor itself is not without good products, but lacks popularity and influence in this market.
In addition, many wine companies rely on building young management teams to reach out to young people.