In 2022, the product sales revenue of liquor enterprises above designated size will be 950900000000000000000000000000000000000000000000 In this era, China's wine industry has ushered in an unprecedented boom.
At the same time, under the influence of various factors such as population iteration and environmental changes, China's wine industry has ushered in an era of consumer awakening. More and more consumers have begun to wake up and change their consumption thinking, and China's liquor industry has also entered the era of consumer sovereignty from the era of products, channels and brands.
This is reflected in the quality consumption in the wine industry, including new wine varieties, new scenes, new experiences, new cultural expressions, etc. The awakening of consumers requires China's liquor industry to not only pay attention to the inheritance of skills, ingenuity and civilization, but also pay attention to technological innovation and innovative expression, and at the same time, it will also lead the development of China's liquor industry in a more diversified direction. Among them, medium liquor has laid the foundation for China's liquor industry to break through the category boundaries and create more possibilities.
Four major performances, the main consumer group of alcohol began to awaken
According to the "2023 Consumption of Liquor in China's Liquor Industry" released by the China Liquor Industry Association, the main consumer groups of liquor show the characteristics of generational alternation.
According to the data, the people born from 1985 to 1994 gradually took over the "pre-85" group and became the new main force of liquor consumption, accounting for 34%, while the "post-95" group (excluding people under the age of 18) accounted for 18%. In addition, the "post-95" newcomers and white-collar workers born between 1985 and 1994 have high growth potential. The spicy taste of high-grade liquor and the wine table culture formed by high-grade liquor have gradually distanced young consumers from it.
First of all, young people don't like to drink high-strength alcohol, the most fundamental reason is that high-strength alcohol is high, and the taste and flavor are unacceptable. Young people don't care whether the liquor is "sauce-flavored", "strong-flavored" or "light-flavored", and the so-called "mellow aroma and long aftertaste" of senior drinkers are just "bitter, spicy and choking" for young people who taste high alcohol for the first time. The previous generation drank in pursuit of not getting drunk and not going home, while this generation of young people prefers a slightly drunk taste.
Second, young people reject the drinking table culture that is controlled by power. On the one hand, it is because most of the family relatives and friends of contemporary young people have already experienced the stage of "drinking, eating, and engaging in relationships", and most young people do not need to connect with social resources through the wine bureau themselves. On the other hand, contemporary young people are disgusted by all kinds of low-profile postures, all kinds of socializing that undermines dignity, and unequal competition at the wine table.
China Newsweek once launched a survey on "how disgusted young people are with the drinking table culture", and about 70w people participated in the poll, and the results showed that more than 80% of young people were "extremely disgusted and unacceptable" about the drinking table culture.
Clause. Third, young people pay attention to the appearance of products. Some industry insiders believe that young people's dislike of baijiu, in addition to the widely discussed wine table culture, diversified product choices, and more diversified taste preferences of individuals, is more due to the product image of baijiu that is too traditional and commercial. In the era of "appearance is justice", the innovation of appearance can be relatively easier to attract young people.
Clause. Fourth, high alcohol is separated from the consumption scene of young people. For young people, whether it is in a dining and entertainment venue, at home or outdoors, as long as they like it, low-to-medium alcohol that is not burdensome and not easy to get on can become a drinking scene. Their social scene is diverse, not limited to high-alcohol business dinners. There is a certain degree of separation between high alcohol and the social scene and rhythm of life of contemporary young people.
The awakening of consumption conducts the awakening of the industry, and the era of moderate alcohol is coming
These changes mean that the drinking concept of young consumer groups is changing, and the scene of alcohol consumption is also greatly expanding and expanding.
For high-grade liquor, since realizing that young consumers are the main consumer group in the future, it has been trying to embrace young consumers, including the path of packaging design, marketing and communication methods, and the way of terminal promotion, but these have not fundamentally changed the attitude of young consumers towards high-grade liquor. First, the process of high liquor itself, young consumers' perception of the taste and quality of high wine is still spicy, unpleasant, etc., and high wine does not make differentiated products according to consumer needs, and the second is that high wine focuses on preaching, personalization and personalization of the brand, and lack of communication with young consumers.
When it comes to drinking, what the current generation of young consumers need is light drinking. They pursue a state of drunkenness, and this feeling of being drunk but not drunk allows them to break free from the constraints of rules and regulations, and enjoy freedom without letting things get out of hand. According to the "2023 China Consumer Research Report", 435% of respondents said they would like to be satisfied more than the year before. With the continuous self-exploration of consumers, "I like, I want, I need" is becoming an important consumer decision-making factor.
Under the trend of consumer awakening, China's liquor industry has also accelerated its awakening, and medium liquor came into being. According to the encyclopedia, medium liquor refers to liquor with an alcohol content of 20% to 40%, such as green plum wine, ginseng wine, lotus white, etc.
Compared to the high wine, the medium wine is slightly drunk. Compared to lower alcohol wines, medium wines are not too light. Medium alcohol is an impartial, non-disputable attitude, bringing people a sense of comfort and pleasure, which is more in line with the needs of modern young people and the new middle class to "drink for themselves rather than for others", and to meet the current young consumers' "self-pleasing" consumption pattern of paying more attention to personal quality of life and improving physical and mental health.
Many liquor brands have been laying out the medium liquor track, among which 009 liquor, as a representative brand of medium liquor, on the basis of inheriting the glory, brilliance and skills of ancient liquor, with "japonica glutinous rice, weak alkaline water, herbal koji" as raw materials, based on the original "2 rounds of fermentation, 2 distillation, 3 times aging", based on the core technology of the double liquor compound process, the first 27The 5-degree medium-strength glutinous rice wine has the characteristics of being delicious in the mouth, not getting drunk, and light on the body. Not only that, in order to reach out to young consumers, 009 will carry out the "Wine Table Sober Observer" activity in 2023. During the event, 009 incarnated as an "observer", with the topic of "everyone is really the same after drinking too much", from the perspectives of "wine table culture" and "drunken gaffe", and went deep into the different drinking scenes of consumers, just to find the most real needs of consumers. 009 also cooperated with the famous detective Xiaoyu, Lao Jin can't drink, the drunk little five wolves, Lao Chai Shuo and other ** experts to further emphasize the many inconveniences of people after excessive drinking, and advocate a new drinking culture to consumers.
Medium liquor has opened up a new track between high and low liquor, and is an awakening of China's liquor industry. Different from medium liquor, medium liquor is in line with the drinking experience of modern young consumers, and provides a new direction for China's liquor industry to create truly differentiated products.