JD.com released the Gen Z Alcohol Consumption Report (hereinafter referred to as the "Report"). The report shows that more than 70% of high-end liquor is purchased online, and young people aged 26-35 have become the main force. In the list of new products of low-grade wine, rio new products have become the first in the new product list with the joint fire with the game IP. This was followed by the Cider series, while the Loud Cup BUF2 cocktail was also included in the charts.
With Gen Z and post-85s becoming the "C" table, liquor, beer, cider, and cocktails are all on the list of these young people. However, looking at the whole country, the attitude and preference of the post-95 generation for foreign wine, low-alcohol wine and cocktails in different provinces and regions are different.
The continuous hot sales of alcohol products online are not only consumers' recognition of the quality of goods and services of Jingdong Supermarket, but also benefit from Jingdong Supermarket's in-depth insight into the consumption characteristics and concerns of Gen Z people. Integrating online, offline and innovative channels, Jingdong Supermarket helps new brands, new products and new categories achieve omni-channel coverage, reach consumers more accurately, and reduce the trial and error costs of new products, new brands and new categories.
Taking Rui'ao, which is based on the low-grade liquor beverage market, as an example, during the Jingdong 11.11 period, based on the insight of the Jingdong supermarket market, Rui'ao launched the "Strong Hearthstone Joint Gift Box", which realized cross-border marketing with Hearthstone in the form of IP limited gift boxes, bringing surprises and attempts to consumers of both brands. On the one hand, with the help of JD's internal and external station traffic and global marketing blessings, it has brought massive exposure to new products, on the other hand, JD.com's mature supply chain and omni-channel layout, as well as comprehensive advantages in warehousing and logistics, have also met the efficient, immediate and diversified distribution needs of consumers, improved user shopping experience, and promoted the rapid growth of new products.
Nowadays, Jingdong Supermarket is working with many new products and new brands, keeping up with the changes in consumer demand trends, continuously optimizing products and services, and becoming the most trusted platform for brands and consumers. Jingdong supermarket has the most complete wine, the best quality and the best price, and is creating the largest incremental field for wine brands. During the Jingdong 11.11 period, Jingdong Supermarket refused to dump inventory, sell seasonal goods or defective products, strictly checked, and created a wave of "new hoarding" to meet the consumption needs of Generation Z for alcohol and lead the new trend of alcohol consumption.
