Once a year is approaching, the annual Baijiu traditional consumption season is coming. In January 10th, a reporter from Shang Chao, Fengtai District, Beijing, saw many young consumers buying Baijiu products. Unlike middle-aged consumers, they will buy some small volume and low alcohol Baijiu products.
“In previous years, friends gathered mostly to drink beer and fruit wine. In the past few years, they also drank some Baijiu Fen, Jiang Xiao Bai and other white spirits. These wine degrees were not high, and the capacity was small, and they were very tipsy after drinking, and they felt very comfortable.” Ma, who is purchasing Baijiu products, told the Securities Daily reporter.
On January 10, the Ministry of industry and information technology issued the guiding opinions on accelerating the construction of modern light industry system (Draft for comments). Among them, the development of diversified, fashionable, personalized and low alcohol Baijiu products for young consumer groups and foreign consumer groups is proposed. Baijiu Baijiu is a new liquor manufacturer. The foresight is that with the growing number of new generation liquor consumers, Baijiu products that meet the needs of young consumers will become the new direction of liquor business development.
“China’s Baijiu market has shown full of vigour since the third quarter of 2020. This is also an important node in the change of liquor consumption after the new generation of demographic dividend has been continuously stacked up.” Zhu danpeng, senior researcher of China Brand Research Institute, told the Securities Daily, China’s Baijiu Baijiu Baijiu market is expected all flowers bloom together. This situation will play a very good role in the rapid development, rapid growth and rapid expansion of the low alcohol market. Blessing effect. In this case, enterprises should do a good job in the layout of industrial chain integrity, such as the stability of quality, the creation of brand tone, the improvement of service system and the creation of customer stickiness. “
The 2020 insight report on young people’s beverage consumption released by cbndata points out that diversified segmentation, trendy taste, health and slightly drunk, and sweet fruit taste have become the four major trends of contemporary youth beverage consumption. Baijiu, wine and foreign wine are the top three on the list of young people. In the past two years, the proportion of online Baijiu consumption has increased continuously after 90 and 95, and the per capita consumption of the post-90s has gone beyond the whole level. Young people have become the fresh driving force in the Baijiu market.
In 2011, Jiang Xiaobai’s birth made the Baijiu market a different voice. Looking at the competition pattern of Baijiu industry, the development of the head echelon is very mature. The well-known traditional liquor enterprises have their own ability circles. The new Jiang Xiaobai is hard to break this relatively solidified competitive barrier. Unlike traditional Baijiu, its copywriters in packaging and advertising are hitting the young consumers, causing empathy. In addition to the price close to the people, the words on the small bottle of wine express smoke and anger, and describe the ups and downs of people’s life.
In the past ten years, although Jiang Xiao Bai’s development has been fluctuating, it is undeniable that Jiang Xiao Bai’s new ideas for the development of traditional Baijiu industry. More and more wine enterprises have paid more attention to brand construction and packaging design. More and more traditional liquor companies have introduced more diversified and fashionable bottles of Baijiu products. For example, huxiaoer, Wuliangye Yibin Co.Ltd(000858) crooked mouth, crooked mouth, etc.
In addition to making efforts in publicity and appearance, more enterprises choose to “practice their internal skills”. Shanxi Xinghuacun Fen Wine Factory Co.Ltd(600809) has been promoting bamboo leaf Baijiu, rose Fen Wine and Baiyu Fenjiu Liquor in recent years. “Young people are the main buyers of Baiyu Fen Liquor and rose Fen Liquor, while bamboo leaf green liquor is more favored by middle-aged and elderly groups. 40 degree Baiyu Fen Liquor, rose Fen Liquor and 38 degree bamboo leaf Qinglu liquor can be mixed with base liquor to further reduce the degree and lower. Young people can give full play to their own flavor according to their own personalized needs.” In a fen liquor store in Beijing, the salesperson told reporters.
Chang Jianwei, deputy general manager of Fenjiu Group, once said, In the new era, if traditional products can not be integrated with modern consumption concepts, they will gradually lose their market. Therefore, Fenjiu should create products that are similar to the young people’s temperament, and innovate continuously to meet the needs of the times. However, it is important to note that Baijiu should not only change its taste, but also achieve a low body, quick wake up and light burden after drinking. Close to the requirements of personalized deployment. At the same time, we should break the traditional marketing model and establish a bridge to communicate with young consumers, so as to complete the rejuvenation of the brand. “
(source: Securities Daily)
