Deep Burning News On May 27, Deep Burning held "Selling wine to young people, is it a good business?" "Offline salons, liquor entrepreneurship projects, well-known investment institutions, head e-commerce platforms, and live streaming service providers conducted in-depth discussions on the current situation and trend of the industry of liquor and beverage entrepreneurship.
Liu Shuo, the founder of Walking Clear Brew, delivered a keynote speech at the Deep Burning Salon. He entered the liquor industry as a global management trainee at AB InBev's global headquarters in Belgium, and then was responsible for national marketing and sales management at Heineken and Kraft Heinz.
Liu Shuo believes that making wine, beer or quasi-beer in China is particularly worth doing. On the one hand, from the perspective of the entire volume, the wine, beer and beer that are purely drunk into the body by humans are far greater than the height of wine, according to the research of the walking wine and the top international consulting companies, there are now 250 billion structural adjustment opportunities in the Chinese liquor market. On the other hand, beer and beer-like beer are both loved and feared by consumers due to factors such as easy bloating and high calories, so there are great opportunities for micro-innovation in categories.
At the same time, he pointed out that various new products are constantly being launched, and how to run through this track is to test the level of cognition of the nature and trend of the wine industry.
The first is the recognition of the channel, for the alcohol level below 8 degrees, especially 3.5 degrees -5 degrees of free drinking, the largest channel is catering, bars and bars, and because this channel requires a strong resource network and fine management of professionalism, now there are very few new brands dare to try. The e-commerce, supermarket and night channels crowded with many cutting-edge brands, the contribution of e-commerce channels is only 4%, and the shopping mall and night channels are only 9%.
The second is the recognition of the scene, the largest consumption scenario of 3.5-5 degrees of free drinking is the gathering of young men and women, in this scene, the selection of wine is a major problem. Traditional liquor and beer are not friendly to girls; all kinds of small sweet wines, not only boys feel that the girl is cannon, even girls are reluctant to drink, because the girls who really drink are cool; red wine can barely be accepted, but it is not suitable for drinking, nor is it suitable for accompanying meals.
Finally, the recognition of the product, young consumers should not only be high-pressure and high-profile, but also have a good taste, easy to drink, but also healthy harm reduction, low calorie and zero fat, no stomach and no headache. Therefore, the biggest innovation opportunity is to keep the beer bubbly and easy to drink, while meeting the full range of needs of young consumers.
The following is the transcript of Liu Shuo's speech, compiled by Deep Burning:
<h1 class="pgc-h-arrow-right" data-track="17" > a $250 billion structural adjustment opportunity</h1>
At present, the market is very popular with sauce-flavored liquor, but what should be paid more attention to is that there are 250 billion opportunities for structural adjustment in the market segment of 25-35-year-old young consumers' favorite beer and beer-like beer.
From the category point of view, in the majority of third- and fourth-tier cities, young men and women after work dinner, entertainment time of up to 5 hours, therefore, beer and beer drinking frequency is the third highest category, second only to water and beverages, much higher than liquor, red wine, foreign wine and fruit wine, therefore, beer and beer is the biggest opportunity in the liquor market.
From the age point of view, 25-35 years old is the "golden mass age" of drinking, consumers in this age group, most of them have worked, have a certain consumption power, and there is no family bondage, so the frequency of drinking is very high, the selected categories are mainly beer / beer and other drinking, will also try a variety of cocktails. Younger consumers aged 18 to 22 are mostly still studying, drinking less frequently, and choosing more of a pre-mixed liquor for the commoner, while after the age of 35, they will switch to lower-frequency and high-end liquor, red wine and spirits.
From the perspective of the market, according to the research of walking clear brewing and international top consulting companies, the market size of high-end, ultra-high-end beer and other types of beer in 2019 has reached 200 billion volumes, and as young consumers become the new main force of drinking, the concept of drinking is more rational and trendy, and it is expected to reach 250 billion by 2027.
Liu Shuo, founder of Qing brewing
This judgment is also supported by data and corroborated by the lessons of other countries. According to statistics, 42.1% of people, 29.1% of boys, and 55.6% of girls in China have never drunk alcohol. Compared with neighboring Japan, these three proportions are very low, only 9.1%, 4.3%, and 13.7% respectively. Compared with the proportion of Japan, China's first- and second-tier cities are gradually moving towards Japan, and fewer and fewer people have not drunk alcohol.
Compared with Japan, the decline of Chinese beer is certain, and the category of alternative beer in Japan is the third type of beer, sparkling wine, and pre-mixed wine. More than a decade ago, I researched the developed market in the UK and found that at a certain stage, beer sales began to decline, but Japan has a unique malt tax factor, so it is not as bad as Japan.
This trend has also emerged in China, but there are still relatively few alternative categories of beer that can be selected in China, so the entrepreneurship of liquor below 8 degrees in the past two years is very hot. The downward trend of beer in China may be similar to that in Japan, and we expect it to fall by half in extreme cases.
Drinking below 8 degrees, especially 3.5 to 5 degrees, now faces 250 billion opportunities. Most Chinese under the age of 35 still like to drink beer, and in the past two years, flavored beer (craft beer), pre-mixed wine, and wine have been surging in the past two years. Now drinking is not like before, from the 80s onwards there is a voluntary drinking, and after 95 is even more averse to emotional kidnapping, everyone is reluctant to be forced to drink.
<h1 class="pgc-h-arrow-right" data-track="48" > not only the pleasure of alcohol, but also the burden of not getting angry</h1>
When I was doing the European and American markets, I found that young people were reluctant to drink beer because of high calories, bitterness, and swelling, and there were fruity substitutes, or taking fruit as a base, or simply inflating wine. There is a lack of such categories in China. We have been doing research and development for more than a year, and after nearly 15 tons of wine have been tested and adjusted many times, we want to know what kind of taste consumers will like, and what kind of taste can solve the problem of beer.
Drinking the most is the most prodiscious period of life, between the ages of 22 and 35 or before marriage. Young people drink, the scene of men and women gathering is the most, this time girls also want to be slightly drunk, but girls really do not like to drink beer, it is more difficult to accept liquor. In order to focus on the wine that can be drunk together at the boys' and girls' gatherings, we have made a walk.
From the perspective of the product itself, beer has a bitter taste, high calories, easy to gain weight, swollen belly and other issues, which is not too friendly to young consumers who pursue health and diverse tastes. Therefore, the new products to be developed should not only be the happiness brought by alcohol, but also not to have a stomach and no burden, but also not to have a headache the next day.
Buying low-alcohol alcohol online is not a good scenario. Most of the wine is still offline business, from the overall point of view, the contribution of beer offline business is 96%, while online is only 4%.
Regarding live e-commerce, this is a good marketing method, and it is a good mental way for many customers. For offline channels, my consideration is how to make your products can be seen by consumers in a large area under the scene of the party, and the good drinking products developed can be "seen, bought, and happy to buy" by more people, and produce good interaction, which is our most important task. Moreover, brands are visible online and offline retail terminals, which is the best advertising in itself.
Author Dawn