According to the March Kuaishou Wine Report released by Yunjiu Vision Feigua Data, the number of alcohol brands promoted on the Kuaishou platform in March increased by 3.67% month-on-month and 21.65% year-on-year. The sales of liquor products accounted for more than 80% of the liquor category.
The sales volume of alcohol products below 100 yuan accounted for the highest proportion.
close to 75%, the proportion of sales is also as high as 34.27%, second only to the mid-range products in the range of 100-300 yuan.
High-end products above 500 yuan and high-end goods above 1,000 yuan account for a relatively small proportion of Kuaishou alcohol sales, accounting for less than 2% of sales and about 17% of sales, highlighting the sinking attribute of the Kuaishou platform.
Moutai and other first-line brands are at the top of the best-selling list
In the top 10 rankings, 9 brands are liquor, and only one wine brand. The brand CR5 of alcohol products is 22.59% and CR10 is 30.63%, while the CR5 of commodity CR5 is only 10.25% and CR10 is 13.82%, and the brand concentration is not high, indicating that the wine brands are very diverse, and small and medium-sized brands still have a broad space for growth.
In the list of best-selling brands in the liquor category, Moutai Wuliangye ranks high, followed by mass price brands targeting mass consumption, as well as famous liquor brands such as Fenjiu and Luzhou Laojiao.
Driven by live broadcasts, influencers contributed the vast majority of sales
According to the report, influencers with more than one million followers contribute more than 55% of GMV. The vast majority of them are in the gastronomy industry, accounting for 60%.
In March, the top 10 live broadcast rooms in the GMV of Kuaishou liquor were all from talents. Jiuxian Daliang, Wu Yi, Li Xuanzhuo, Mr. Zhuang (Blue and White Porcelain Liquor Group), Shangtong Friends, Wangyou Wine Edition, Wine World Official Flagship, Jingcheng Wange, Danniu, and Mr. Mo are the top 10 experts in GMV.
Judging from the audience portraits, more than 2/3 are men, and 1/3 are women. Most of them come from the northern region, with Hebei, Liaoning, Shandong, Heilongjiang, and Inner Mongolia being the five most popular regions, accounting for nearly 50%.
In terms of city distribution, they are concentrated in Beijing, Harbin, Shenyang, Shoushi, Tangshan and other first- and second-tier cities in the north, accounting for nearly 20%.