"Huaxia Wine News" reporter Bian Chuanze
The market demand determines that more and more capital will enter the low-alcohol wine product industry. How to become a "trend player" in the low-alcohol wine industry?
On April 21, at the 2022 National Drinks Association Heads’ Symposium, talking about industrial development, Song Shuyu, Chairman of the China Drinks Association, pointed out that fruit wine, prepared wine, etc. will focus on consumer demand, and there will be new great developments.
In recent years, low-alcohol wines represented by young people as the main consumer force and fruit wine and prepared wine have developed rapidly. They have not only been recognized by the market, but also favored by capital, and the scale of financing has continued to rise. What kind of development prospects will
low-alcohol wine have?
Nilsen IQ once pointed out that low-alcohol wine is one of the seven major categories in the rise of new trends in China's big food industry.
iResearch Consulting related data shows that the overall scale of China's low-alcohol liquor sales market has maintained rapid growth, and is expected to exceed 500 billion yuan in 2022. Under this situation, more and more "racemen" are pouring in the low-altitude wine track.
low-alcohol wine explosion
In January 2022, the "Shuchen Brand" chocolate/mint whiskey green plum wine series mint whiskey developed and produced by Wuliangye Xianlin Ecological Wine Company over two years was launched in Yibin, Sichuan. The alcohol content of Shuchen whiskey plum wine is greater than or equal to 10 degrees. It belongs to the low-alcohol fruit wine series, positioned as a high-end, mainly targeting young consumers, and the product has achieved good results online and offline.
Not long ago, the new sparkling wine brand "greater than or equal to nine" completed a round A financing led by the well-known investment institution Dasheng Capital, with a financing amount of RMB 100 million.
In recent years, low-alcohol liquor brands have been constantly flooding the screen. In addition to Jiang Xiaobai, RIO, and Meijian, which have been doing well in this field, the endless new brands have also impacted the attention of consumers. The "Mike Rice Wine with Urban Drinking" launched the rice sparkling wine series in 2020. This is a low-alcohol soda wine with five elements: fruit, tea, rice, gas and wine, and only 3.5 degrees.
Coca-Cola Company further increased its efforts to further increase its efforts to drink low-grade flavored wine in China after launching the alcoholic beverage Topac "Topo-Chico" hard soda sparkling wine for the first time in China.
In addition, Yuanqi Forest, Nongfu Spring, ByteDance, NetEase Yanxuan and others have all launched their own low-alcohol wine products across the border.
According to incomplete statistics, in 2021, there were nearly 80 financing events in the wine track, of which tens of millions of angel rounds and A rounds of financing were concentrated in the low-alcohol field.
Many consensuses show that low-alcohol wine has become the "first sip of wine for young people". To this end, almost all low-alcohol brands have targeted their post-80s, post-90s and even Generation Z (post-95-00s) and female consumers. Obviously, this is a huge group, and a group to be cultivated with great potential. If you grasp them, you will seize the mainstream of consumption in the next few decades.
The "Survey Report on Light Drinking for Contemporary Young People" released by NetEase Data Reading shows that light drinking is a beloved drinking state of contemporary young people, accounting for more than 80%. Among them, more than 59% of people like a hazy and lazy and slightly drunk state. For this reason, low-alcohol wine is highly favored by young people for its "low alcohol + ready-to-drink" and "slightly drunk enjoyment".
In the eyes of industry insiders, the sign of younger and more internationalization is the low-calm alcohol, especially in the domestic market, young people's consumption is more focused on the current popular "slightly drunk" concept.
According to JD data, during the 2021 "618" period, the transaction volume of new brands in the liquor category increased by 20 times year-on-year. Among them, the transaction volume of fruit wine brand JOJO increased by 30 times month-on-month; the transaction volume of Oran increased by 200% year-on-year; the transaction volume of plum blossom increased by 8 times year-on-year; the transaction volume of liquor brand Guanyun increased by 20 times year-on-year; the transaction volume of snowflake Mars Green increased by 137 times year-on-year.
data on various online platforms show that during the "Double 11" period in 2021, the number of people who bought low-grade drinking on Tmall platform increased by more than 50%, and the total transaction volume was close to that of liquor, becoming the second largest category of liquor.
Although there is no recognized definition of low-alcohol wine at present, people call soda wine, fruit wine, pre-mixed cocktails, plum wine, sparkling wine and other alcohol content below 22 degrees is collectively called low-alcohol wine.At present, more and more "racemen" have poured in on this track.
wins on the crowded track
With the continuous entry of capital and the continuous increase in low-alcohol brands, industry insiders pointed out that low-alcohol wine is no longer a "blue ocean" market. This track has become so congested that consumers are dazzled and have no choice. It seems that every wine is created for young people, but it seems that every wine has a slight deficiency.
So, how to make low-alcohol wine? Working behind closed doors obviously does not get market recognition. In the era of pursuing personalization, every consumer has different personalities and needs. Making his own characteristics and selling points to become a winning brand is obviously the ultimate goal of every low-alcohol wine.
innovative bottom-line thinking. The trends and personalities that young people like do not mean they are separated from the scope of morality such as reality and ethics. Products made through plagiarism, imitation, and fabrication out of thin air are not competitive and vital. This mainly includes the product packaging, name, selling points, etc., so innovation must adhere to the bottom line thinking.
There is no market without surveys. It is understood that the "Shuchen Brand" chocolate/mint whiskey green plum wine launched by Wuliangye Xianlin Ecological Wine Industry put a lot of effort into the investigation stage. In order to make the product more vivid and vital, the product adopts a dual-channel online and offline research model during the research and development stage. It conducts online research on the consumption trends of alcohol and fruit wine product sales through the JD big data platform, and conducts offline research on the taste preferences of new young people, white-collar workers in the workplace, college students and other groups, and accurately locates the taste, price, packaging, etc.
Beware of product homogeneity. Affected by many factors, most new consumer products, low-alcohol wine, adopt OEM and ODM OEM models, thereby reducing the entry threshold, reducing production cost pressure, and focusing on channels and brand building. The biggest problem brought by the OEM model is homogeneity. Once homogeneity is formed, consumers' repurchase behavior will be greatly reduced. To this end, some people pointed out that establishing a stable supply chain is an important consideration for long-term strategies.
Li Xinggui, head of a fruit wine company in Shandong, admitted that the rise of low-alcohol fruit wine has saved and flourished many lukewarm distilled fruit wine companies. High-alcohol distilled from various fruits has become the best raw material for mixing low-alcohol fruit wines, and can ensure product quality and taste.
precise differentiated positioning. The low-alcohol wine market is becoming more and more diverse and segmented, and is constantly innovating from packaging situation, taste characteristics, sales selling points, etc. to find differentiation. Summarizing the consumption characteristics of young consumers, it mainly focuses on trendy fashion, personalized demands, novel selling points, unique taste, sweet fruity flavor, healthy and slightly drunk. Industry insiders pointed out that as the first sip of wine for young consumers, good drinking is the bottom line.
attaches great importance to new retail model marketing. Unlike traditional liquors, low-alcohol liquor targets mainly young people and female consumers, so there are also big differences in publicity methods and sales channels. The sales channels of traditional liquor are mainly offline, while "New Human" pays more attention to re-retail channels. They are more interested in comprehensive e-commerce platforms, short videos and live streaming sales. The demand in the
market determines that more and more capital will enter the low-alcohol wine product industry. How to become a "trend player" in the low-alcohol wine industry? Just like the "matchers" in the arena, the factors that affect their victory are not only their own physical fitness, but also their training methods, opponent's level, environmental weather, etc. If you grasp these key factors, the hope of victory will naturally be greatly improved.
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