China Network Liquor Industry, November 10, recently, Jingdong Supermarket released the "Z Generation Alcohol Consumption Report" (hereinafter referred to as the "Report"), the report shows that the high-end liquor online consumption trend is obvious, 800 yuan and above products accounted for 70%; in addition, young people aged 26-35 with a certain economic foundation and social status have become the main group of people buying alcohol online, accounting for 42.2%. Aromatic liquor still dominates, accounting for 63% of consumption, followed by sauce, fragrance and phoenix.
From the perspective of geographical distribution, the number of liquor users in Henan Province accounts for the first place in the country, the proportion of 26-45 age groups among its liquor consumers accounts for 73.2%, the proportion of post-95 liquor purchases ranks fourth in the country, and Shandong ranks second, but Shandong's drinking concept is changing, and among the proportion of cocktail and fruit wine consumers, Shandong's consumption ranks first from the bottom. Among the alcohol consumers in the three northeastern provinces, Heilongjiang Province has the highest proportion of post-95s.
The tastes of post-95 consumers in different provinces are also different, Hubei post-95 prefers to buy gin, while Hunan, Shanxi, and Guangdong all prefer to buy cocktails. As an imported "beer", it has been widely accepted from north to south.
In addition, according to the data of the Jingdong 11.11 wine consumption map released by the Jingdong Consumption and Industry Development Research Institute a few days ago, liquor, beer and wine are still the top three liquors in the number of shopping users, while fruit wine, sake, cocktails, wine and collectible wine have achieved rapid growth. From the perspective of the characteristics of buying liquor throughout the country, Henan has surpassed Shandong to become a large province where liquor consumers gather, the number of liquor consumers in Liaoning has exceeded the sum of Heilongjiang and Jilin, the overall number of consumers in Sichuan is 2.4 times that of Chongqing, the number of health wine users in Hubei ranks first in the country, and the number of Shanghai rice wine users ranks first in the country.
The provinces and cities with the highest number of alcohol shoppers are Guangdong, Beijing, Jiangsu, Shandong, Shanghai, Hebei, Henan, Zhejiang, Sichuan and Liaoning. The provinces and cities with eye-catching growth rate of the number of alcohol shopping users are Shaanxi, Jiangxi, Zhejiang, Anhui, Chongqing, Yunnan, Tianjin and other provinces and cities.
In addition, among the consumers of various provinces and cities in the country, the province and city that most "love" liquor is Henan, and more than 60% of local consumers will choose liquor when drinking. The second and third places are Shandong and Hebei, respectively; the most "afraid" of liquor is Shanghai, where only 33% of local consumers will choose liquor when buying liquor, which is the province and city with the lowest proportion of liquor consumption in the country. The most "love" beer is Liaoning, more than 30% of local consumers will choose beer when drinking, the second and third places are Heilongjiang and Jilin respectively; the most "afraid" of beer is Henan, less than 10% of local consumers will choose beer when drinking, which is the lowest proportion of local beer consumption in the country. In addition, the one who loves fruit wine the most is Sichuan, and the one who is most "afraid" of fruit wine is Shandong. The most "love" health wine is Hubei, and the most "afraid" of health wine is Liaoning. The most "love" cocktail is Xinjiang, and the most "afraid" of cocktails is Shandong.
From the perspective of age distribution, young people aged 20-25 prefer to drink cocktails and rum, 26-35 years old prefer to drink cider and beer, 36-45 years old prefer to drink liquor and sake, 46-55 years old prefer to drink wine and collectible wine, and people over 56 years old prefer to drink rice wine and health wine.