One cup will “go up” and drink out new trends. In recent years, driven by the capital market and the influence of emerging consumer culture, the low alcohol wine market has become popular in the social scenes of young people. Refined beer, fruit beer, sake, soda, rice wine… The low alcohol wine industry with many categories has also poured into many emerging brands. Experts believe that low alcohol liquor caters to the needs of young consumers, but at present, the phenomenon of brand homogenization in the industry is serious, and it still needs three to five years of game to promote the clearance of the industry and the firm foothold of high-quality brands.
Chinese and foreign capital are increasing, and the low alcohol wine track is becoming more and more crowded
In 2022, the already crowded low alcohol liquor track has a more “inner roll” trend.
Ningbo Lehui International Engineering Equipment Co.Ltd(603076) the refined beer brand “fresh beer 30 kilometers” recently announced the launch of China’s first fully open fresh beer. It is understood that the first product of this series is German wheat fresh beer, and the price of 12 cans is 180 yuan.
On February 7, Shaanxi Baoji leisure youth Liquor Co., Ltd., a subsidiary of fubixing, started the construction of a 100000 ton fine brewing beer production line. The total investment of the project is planned to be about 1.1 billion yuan, and the annual sales will reach more than 1 billion yuan after completion.
In addition, A shares “snacks first share” Shanghai Laiyifen Co.Ltd(603777) recently announced that the Baijiu liquor brand produced by Baijiu technology was “the first breath”. The milk tea brand miyue ice city, which is preparing for listing, has also launched and opened a fine brewing beer brand fulujia brewery centered on “youth culture”, and chose to build its own factory.
Zhu danpeng, an analyst of China’s food industry, believes that under the background of the superposition of the new generation of demographic dividend and the innovation and upgrading of the industrial end, China’s low alcohol wine industry is currently in the stage of rapid expansion and growth, and can see rapid growth in the future.
In fact, foreign brands have long valued China’s low alcohol wine market. For example, Carlsberg, the world’s fourth largest brewing group, injected high-end brands such as Wusu, Carlsberg, Lebao, 1664 and jinga into its subsidiary Chongqing Brewery Co.Ltd(600132) through asset restructuring in 2020, making great efforts in this market.
Budweiser China has invested in low alcohol liquor brands “missberry berry sweetheart” and “Lanzhou”. Among them, the former has completed five rounds of financing, with a total financing amount of more than 100 million yuan, while the latter has laid out more than 10000 terminal stores across the country, with a monthly sales rate of more than 40%.
Nomura Securities predicts that the scale of China’s low alcohol liquor market may exceed 250 billion yuan in 2035, with a compound annual growth rate of nearly 35%.
AI media consulting analysts believe that on the supply side, traditional brands and new brands are laying out the low alcohol liquor market one after another, and the market supply is abundant; On the consumer side, “generation Z” has become a new force in social consumption. Low alcohol liquor is consistent with the consumption concept of era Z in terms of product form and brand marketing, and the market development prospect is good.
the prosperity of the industry has its internal kinetic energy, but it is necessary to avoid product homogenization
“Low alcohol liquor can become popular. First, it is endowed with more cultural connotation, and their packaging and brand tone are more fashionable and cool; second, many low alcohol liquor products are healthier than traditional liquor products, meeting the needs of young consumers.” Hu Xuan, chief executive officer of the thick snow (Beijing) wine company, the company of empty card products, said that for example, the liquor can be “above” with a little alcohol, and the mood value is higher than that of the traditional baijiu. Compared with beer, it does not contain purine, and health is an important selling point.
Zheng Bohan, founder of Lanzhou, also believes that when it comes to drinking in the past, consumers care more about whether it is pure and less about whether it is good to drink and how the drinking experience is. However, the new generation of wine needs to strive to overcome this problem, that is, on the basis of retaining the pleasure of alcohol, strengthen the comfort of drinking scenes.
Industry insiders pointed out that not only in China, but also in overseas markets, low alcohol liquor also has a good performance. According to relevant data, vodian, the head brand of French Apple winery and fruit wine producer, sold more than 60 million bottles in 2021, ranking first in the category of organic alcohol free cider in France. In the past two years, under the epidemic, its sales have increased by more than 50% against the trend for two consecutive years.
However, some industry insiders pointed out that at present, China’s low alcohol liquor market is more focused on marketing and less on R & D, and many brands are mainly OEM and OEM, which makes the industry homogenization serious.
In response to this question, Ningbo Lehui International Engineering Equipment Co.Ltd(603076) Secretary also replied to the investor’s question that localization is the core of the essence culture of fine brewing. Behind the trend of fine brewing is the reform of the beer market. It is possible that Ningbo Lehui International Engineering Equipment Co.Ltd(603076) will not take the road of homogenization industrial fine brewing.
Zhu danpeng believes that at present, China’s low alcohol wine is a process from the introduction period to the growth period. It is still in the stage of letting a hundred flowers bloom and heroes fight, and has not “run out” of an enterprise with obvious competitive advantage. Judging from the category, neither fruit wine, low alcohol Baijiu, soda wine, or brewed beer, nor obvious advantages.
“Foreign capital’s entry into the low alcohol liquor market is not small, but under the background of the rise of the national tide, at present, China and foreign capital are still in the stage of equal share. As for who can laugh to the end, it may take three to five years of game.” Zhu danpeng believes that to solve the homogenization of the industry, the key is to grasp six points: the integrity of the supply chain, the tonality of the brand, the stability of quality, the guarantee of food safety, the improvement of the service system and the innovation of the scene.
