In recent years, with the rapid development of the domestic economy, the Engel coefficient of domestic consumers has declined. Whereas in the past, people with low income levels may have spent 90% of their disposable income on food, but now most workers only need to spend 10% of their disposable income to do it.
Image source: Online public information
This means that the younger generation of consumers will need to spend very little income to survive. Then, the other 90% of the money can be used to seek happiness and settling in the spiritual world.
Unfolding this process is actually to develop people's consumption from eating full and eating well, slowly to eating tastefully, eating happily, eating decompression, and finally to satisfying the spiritual world.
Such consumption upgrades, manifested in the field of food and drink, are the upgrade of scenes and experiences, and then refined to the whisky market is the civilianization of the entire whisky, and a wine culture revolution is quietly happening.
Image source: 100 bottles of "2021 China Whisky Annual White Paper"
Previously, whisky was a symbol of petty bourgeoisie, a focus of professional collectors and investment institutions. Now, whisky has become the object of pursuit by ordinary consumers, especially a new generation of consumers.
Of course, the change in consumer behavior is also inseparable from the help of the comprehensive community platform of whisky. Let's take the 100 bottle APP as an example to talk about what useful things the domestic whisky platform has done in this whisky civilian wine culture revolution?
01
"Drink for fun"
This is a battle to open the user's heart
"Drinking for fun" is the core concept advocated by the 100 bottles APP of the comprehensive community platform of whisky, and it is also the main motivation for young people to choose whisky and choose 100 bottles.
In April last year, NetEase Digital Reading released a "Contemporary Young People's Light Drinking Survey Report", which showed that nearly 80% of the surveyed users expressed their preference for light drinking, and more than 59% of them liked a hazy, lazy and slightly drunk state.
In addition to the new wine culture, there are also changes in the consumption style, drinking preferences and industry environment of young people today. Driven by the shift of whisky consumption from offline to online, and the tendency of young people to "self-pleasing" drinking, this group of young people who love to be slightly drunk gathered in the 100-bottle community.
As a domestic whisky comprehensive community platform APP, Bai Bottle advocates users to "drink for fun", gathers users who truly love whisky and know how to appreciate whisky, and builds a vertical and professional content community for them, where users are happy to view content and share content here. In addition, there are many professional contents in the 100 bottle community, and 100 bottles invite more than 100 media, industry opinion leaders and brand ambassadors to settle in, providing this group of consumers with the fastest and latest brand information and industry content, whether it is a novice or a gourmet, they can find their own position and what they want here.
In other words, the hundred bottles gave this group of young people who laughed at themselves every day that "I don't deserve" a platform to be seen, accepted, understood, and valued, so that they could find a sense of belonging in the matter of drinking whiskey.
02
Only genuine licensed goods are sold
Revolutions need real guns
Some people say that it is now an "era of lazy people", and only products that cater to this group of "lazy people" will have a future.
It is also true that today's young people are faced with 996 and 007 every day, and even ordering takeaway every day usually only orders packages and "one more order", and slightly cumbersome products will be directly passed.
How to keep this group of young people who are afraid of trouble? This has also become the biggest pain point of the current whisky e-commerce platform.
In addition to professional platforms and self-operated stores, there are also many third-party small businesses in the traditional whisky purchase channels. Due to the fierce competition, merchants have started a price war, and with the "low price" and "discount", it is fake wine and parallel goods.
The difference between the 100 bottles APP and the traditional whisky e-commerce platform is that the 100 bottles are directly purchased and self-operated, which ensures the quality of the wine. There is no brain-burning discount cashback, no true and false identification link, as long as the user searches for the desired wine, places an order, and receives the goods, he can enjoy the service of buying genuine licensed goods at a low price.
It can be said that the authoritative guarantee of only selling genuine licensed whisky in 100 bottles makes users convinced that buying wine and tasting wine will go to the 100 bottles APP, and let them establish a deep sense of trust and belonging to 100 bottles of re-purchase experience again and again, and eventually become a loyal supporter of whisky and 100 bottles.
And this is the real appeal of this whisky popularization revolution.
03
epilogue
The popularization of whisky is an ongoing wine culture revolution. The emerging whisky comprehensive community platform led by the 100 bottle APP has indeed played a pivotal role in guiding and promoting this revolution.
If the emergence of the 100-bottle community has built a superstructure for the popularization of whisky and the wine culture revolution, then the promise of the 100-bottle store to "only sell genuine licensed goods" has really built a material foundation for the smooth landing of this wine culture revolution.
Only after solving the user's "psychological" and "behavioral" needs, consumers will be satisfied to pay for you.
This revolution not only makes the 100 bottles of APP emerge in the domestic whisky market, but also the carnival of the entire whisky industry sinking to the main consumer groups, which indicates that the entire whisky industry may usher in greater business opportunities.