The sales of alcohol on the Douyin platform increased sharply year-on-year, accounting for 2 percent of the total sales on the platform14%, more than 20% month-on-month, liquor is the most mainstream consumer commodity on the Douyin platform.
Produced by丨Yunjiu Vision.
The strong consumption atmosphere of this year's Spring Festival is also particularly strong on e-commerce platforms.
According to data from the Ministry of Commerce, during the "2024 National Online New Year Festival" (January 18-February 17), the national online retail sales will be about 12 trillion yuan, an average daily increase of nearly 9% over 2023.
According to the "Douyin Platform Alcohol Industry Report (January-February 2024)" launched by Yunjiu Vision and Feigua Data, from January to February, the sales of alcohol on the Douyin platform increased significantly year-on-year, accounting for 214%, more than 20% month-on-month.
Liquor is the most mainstream consumer commodity on the Douyin platform, with an average customer unit price of more than 200 yuan, accounting for more than 83% of the sales of the entire liquor, followed by wine, beer, and rice wine.
From the perspective of the entire liquor, high-end products above 900 yuan are the most popular, accounting for 4528%；followed by mid-range commodities in the range of 118 yuan to 430 yuan, accounting for 29 percent of sales12%；The sales of goods with a unit price of less than 66 yuan accounted for less than 4%.
Feitian Moutai, Kweichow Moutai, Moutai, Wuliangye, Wuliangye 1618, Fenjiu, Guojiao 1573, Moutai Prince Liquor, Baijiu, and Bichun Liquor are popular words in the liquor products on the Douyin platform from January to February.
From the perspective of live broadcasts, from January to February, there were more than 400,000 live broadcasts of Douyin wines, and the number of drinks on the platform exceeded 270,000, and the GMV generated by live broadcasts was close to 83% of the total sales of alcohol, accounting for 228%。
In January, Douyin influencers with less than 100,000 followers accounted for more than 13% of live broadcast sales; Influencers with fans in the range of 10-500,000 have completed nearly 30% of sales.
In February, when the popularity of Douyin alcohol consumption declined slightly, influencers with fans in the range of 10-500,000 still completed more than 35% of sales.
Li Liqun, Crazy Brother Yang, Three Sheep Network Singing about Wine, Make a Friend Wine and Food, Li Yapeng, China Post Yanqing Raiders, Wuliangye Official *** Fenjiu Official *** Mu Sen (Comeback), Make a Friend are the top ten influencers and brands in wine sales on the Douyin platform from January to February.
The two official brands of Wuliangye and Fenjiu are also worthy of attention, which can be compared with many talents, and also reflects their efforts in the construction of self-operated channels.
During the same period, more than 8,000 liquor brands were promoted on the Douyin platform, and the number of brand stores exceeded 400, with Moutai, Wuliangye, Luzhou Laojiao, Yanghe, Guoding, Fenjiu, Jinliufu, Sanline, Gujinggong, and Xifeng being the top 10 most popular brands.
Among them, the new products of the Moutai brand occupy most of the seats in the top ten best-selling new products on Douyin from January to February.
From the perspective of consumer portraits, men are the main consumers of Douyin alcohol products, accounting for 86%, and female consumers account for 14%.
Most of these consumers are over the age of 30, accounting for more than 80%. Among them, the number of young and middle-aged people aged 31-40 accounted for the highest proportion, reaching 3747%, and less than 6% of people under 24 years old.
Shandong, Jiangsu, Guangdong, Anhui, and Henan are the five provinces with the largest number of Douyin drink consumers, of which Shandong Province accounts for more than 10%.
From the perspective of cities, Shanghai, Beijing, Tianjin, Shenzhen and Nanjing are the cities with the largest number of consumers, and the number of consumers in Shanghai alone accounts for more than 5%.