On March 8, Sinolink Securities Co.Ltd(600109) continued to expand its layout in the index field, and its “mass consumption” series index matrix added the “Guojin women’s consumption 20 index”. Its research shows that China’s female consumer group is huge, the consumption capacity of new middle-class women is increasing, and “her economy” is paid more and more attention in China’s consumer economy.
With the rapid growth of “her economy”, women have also become an important force in alcohol consumption. Among them, low alcohol wine with low alcohol, diversification and fashion is favored, especially fruit wine. According to the Spring Festival consumption report released by Alibaba in 2021, the number of people buying fruit wine in 2021 is twice that in 2020, of which nearly seven have become women. Urban women aged 20 to 30 love fruit wine and sparkling wine most.
At the production end, many liquor enterprises also perceive this tuyere. According to the news released by Maotai spacetime, on March 1, Kweichow Moutai Co.Ltd(600519) (Group) ecological agriculture company held a tasting meeting of “youmi meets the mountain city”. It was revealed at the meeting that “youmi” blueberry brewing has become a new upstart in fruit wine and has begun to have influence in the industry. At present, the main products include blueberry fermented wine, blueberry juice and blueberry dried fruit, and more than 200 dealers have been developed in more than 10 provinces in China. In addition, in January this year, missberry, a low alcohol wine brand that has completed more than 100 million financing since its establishment in 2020, launched three sparkling fruit wines – sea salt pineapple, kumquat passion fruit and juicy grape; In November last year, Jiangxiao ginkgo cube and beer brand youbulao jointly launched a new litchi sea salt flavor fruit juice wine.
her power in alcohol consumption
On January 10, the official website of the Ministry of industry and information technology announced that in order to guide the high-quality development of light industry and accelerate the construction of modern light industry system, The Baijiu Industry Department of the Ministry of industry and information technology has drafted the guiding opinions on accelerating the construction of modern light industry system. 。 It triggered a heated debate in the industry. According to insiders, it is just the low tide drinking and the crowded congested road. The “low alcohol Baijiu” in this opinion should be extended to more generalized “low alcohol” or “low alcohol”.
Ma Fei, a brand management expert and nine degree consultant chairman, told the Beijing News reporters that alcohol is low in two main aspects. First, the low degree of Baijiu is below 38 degrees. On the other hand, we should develop more fruit and wine products, which will reduce the demand for food and increase the income of other sidelines.
In recent years, the low alcohol liquor track has been gradually crowded and favored by many capital. Budweiser Asia Pacific recently released its annual report for fiscal year 2021, which revealed that it has launched a variety of fruity beer options for the expanding economy. It is worth noting that Budweiser Asia Pacific said in its annual report, “we also invest in missberry, a fast-growing ready to drink beverage brand, which creates a variety of fruit wines for women and generation Z consumers”. Prior to this, Budweiser also invested in low alcohol liquor brand Lanzhou.
More than that, in recent years, a number of low alcohol liquor brands, including berry sweetheart, Lanzhou, Luoyin and Bingqing, have entered the vision of investors.
In December 22, 2021, the official account of WeChat public, the China National Sugar and wine fair, announced that the 106th national sugar and Wine Association added new features exhibition area, low tide wine and beer exhibition area. It said, according to the “2020 low alcohol market prospect and current situation analysis” released by the Institute of Chinese Academy of Sciences, the consumption volume of China’s low alcohol market in recent two years is over 50%. With the advent of the era of young people slightly drunk, low alcohol wine and beer have slowly become the most concerned new track in alcohol.
According to the big data of 1919 female users buying wine, from 2017 to 2021, the proportion of female users on the 1919 wine purchase platform increased from 4.79% to 19.02%, and the average annual growth rate of users was 64.48%.
In April 2021, Jingdong supermarket released the 2021 liquor online consumption white paper, which showed that female users have become a new growth point in the liquor market, driving the rise of low alcohol liquor, flavor liquor, sparkling liquor and other market segments. The analysis of the white paper shows that female consumers prefer the feeling of slightly drunk, which has driven the popularity of low alcohol wines represented by sweet wines and sparkling wines.
traditional wine enterprises and beverage merchants actively overweight the field of fruit wine
In the face of a large female consumer group, in order to actively cater to the emotional demands of different types of women, major liquor enterprises will expand product categories at an appropriate time to meet the consumption demand of female consumers for liquor products.
Maotai, Fenjiu, Luzhou Laojiao Co.Ltd(000568) and other traditional liquor enterprises have successively set foot in the field of women’s liquor and low alcohol liquor. For example, Maotai once launched “youmi” blueberry wine, trying to pry the female consumer market; Fenjiu launched “bamboo leaf green dew wine”, “Rose Fenjiu” and other low alcohol wines Luzhou Laojiao Co.Ltd(000568) successively launched fruit wine brands such as “green language” and “drinking among flowers”.
In addition to traditional liquor enterprises, beverage merchants also have layout in the field of low alcohol liquor. Earlier, Coca Cola launched a “topaker hard soda sparkling wine” for the first time in the Chinese market, and set foot in the Chinese alcoholic beverage market for the first time; Farmer’s sparkling rice wine is also introduced.
According to the data in Xiaohong book, there are more than 130000 topic notes on women’s wine, with more than 100 million views. In Jingdong, you can get more than 50000 search results by typing “low alcohol wine” as the keyword.
Cai Xuefei, an analyst with Baijiu industry, said that with the development of China’s women’s workplace, women’s pressure on the group is also relatively large. Alcohol, as an emotional beverage, or social products, is becoming more and more popular in women’s lives. This is also the main reason for the increase of female alcohol consumption.
behind the gradual warming of low alcohol wine
It is argued that the prosperity of fruit wine market is closely related to the phenomenon of female groups entering Baijiu consumption. The reason why the women’s market has become the key to detonating the fruit wine market is that the drinking preference of women users is low, healthy, high appearance value, the atmosphere is more relaxed and pleasant, and is given the label of pleasing their own lifestyle. Therefore, fruit wine can better meet the above needs of women users than traditional wines.
A reporter from the Beijing News interviewed a number of female consumers and found that when choosing the type of wine, women tend to choose the one with low degree, comfortable taste and beautiful packaging. Cai Xuefei believes that women drink fruit wine, low alcohol wine, foreign wine, red wine, etc., and women account for a large share of these wines.
It is worth noting that although the fruit wine market has been heating up in recent years, its development is still in the initial “headless” state, and the homogenization is serious, so it is difficult to form its own brand characteristics. Some people believe that from the perspective of life cycle, fruit wine category is currently in the introduction period, which also brings opportunities for fruit wine brands to prepare for attack. However, with the entry of more capital and strength and the attention of industries and enterprises, the fruit wine market is expected to be more standardized and mature.
In recent years, the industry is also promoting the establishment of relevant norms of fruit wine. Official account of China Guo Niang Guo Niang WeChat public said that in November 22, 2021, the national liquor Standardization Technical Committee issued “notice on preparing the two working standards drafting working group of” sixth parts of fruit wine: litchi wine “and” Ninth parts of fruit wine: apple wine “, and formally formulated the two standards, which was collected by the national liquor Standardization Technical Committee.
