The "tip economy" continues to heat up, and "alcohol socializing" is becoming more and more popular. Bistros are taking advantage of the dividends of night economy and are booming - Chinese-style night economy: Happy Riverside + Liquor Street + Liquor Street Bistro
Core tip: Taverns are booming, taking advantage of the dividends of the night economy.
Say goodbye to the busy city life during the day. Night is the most uncertain freedom for human beings.
Being tipsy is the best state for people between rationality and sensibility. Drinking a little wine in an atmospheric environment has gradually become a short-term way to relax and become a social daily routine for modern young people. As a result, there is a stir in the city at night. Stock bistro craze.
" Nighttime Economy " continues to rise
Belongs to the drunken freedom of "post-drinkers"
Today, nighttime consumption accounts for 60% of the total retail sales, and has become a new engine to promote consumption upgrades. According to the Frost & Sullivan Report, from 2015 to 2020, the total market volume of China's night-time economy showed rapid growth, from 10.9 trillion yuan to 16.8 trillion yuan, with a compound annual growth rate of approximately 11.4%. The development scale of China's night-time economy is 26 trillion yuan in 2020. The consumption scale of China's night-time economy has reached 30.9 trillion yuan in 2020 and is expected to exceed 40 trillion yuan in 2022.
Among all nighttime economic activities, pubs are the most dynamic consumption scene and have gradually become nighttime social centers in recent years. From the "Tavern" on Yulin Road in Chengdu to the launch of the largest chain of pubs in China, " Helen's ", the craze for drunkenness is intensifying. According to data from Frost & Sullivan, as of the end of 2020, the number of bistro stores in China was 35,400, of which more than 95% were independent bistros, and it is expected to exceed 50,000 in 2025.
From the perspective of consumer groups, according to the "2021 Alcohol Consumption Report" data, the trend of younger people buying alcohol is obvious. The alcohol consumption group after 85 has gradually increased and exceeded 40%. The post-90s, 95s and even 00s have become The main force of alcohol consumption is vividly called "the post-alcohol queen".
From the perspective of drink selection, 80% of consumers prefer light drinking, and more than 59% of people like to feel tipsy after drinking. "Post-alcoholic" views on drinking appear to be more rational, advocating the concepts of moderate drinking and tipsy. whiskey, fruit wine, wine, beer and other low-alcohol alcoholic beverages are more in line with the drinking preferences of Generation Z young people.
When taverns become people's base at night, and getting tipsy becomes people's favorite way to relax, "socializing with alcohol" and "meeting friends with alcohol" have gradually entered the lives of young people and become a new way of socializing. Compared with the traditional discomfort of drinking together, more and more young people are now expanding their drinking activities to new scenarios such as outdoor drinking and light bar gatherings.
According to the "2021 China Bistro Industry Development Research Report", insights into consumers' consumption behavior in bistros show that 61.5% of consumers go to bistros for social needs, and 58.6% of consumers go to bistros for the scene and atmosphere. It can be seen that in the future, how pubs can create a third social space for consumers, provide a good drunken atmosphere, further gain the favor of consumers, and thereby enhance the competitiveness of their own brands and lead the drinking trend are all issues that practitioners need to think about. Original title: The "tip economy" continues to heat up, and "alcohol socialization" is getting more and more popular. Article source: Luo Jingyun of Yingshang.com, picture source: Jiushi Street Brand Center. For more content, please follow the WeChat public account "Jiushi Street" Learn about
