Huaxia Liquor Daily reporter Miao Qian
The number of elderly Internet users over the age of 60 in China has made a leap from 26 million to 123 million in just five years. Alcohol manufacturers should not only pay attention to generation Z and young people, but also pay attention to and study the consumer needs of elderly netizens, achieve the same frequency resonance with them, let them participate in brand experience and brand interaction, and achieve consumption increment.
"50+ female silver-haired netizens are becoming the main incremental group of short video platforms." In its portrait of this year's "Double 11" consumer group, Nielsen iq mentioned, "By 2030, the number of people over 60 years old will increase by 45%, accounting for about a quarter of the total number of Chinese, which is a new group worth making efforts in the field of online shopping consumption." ”
Combined with the data of the seventh national census, China's population aged 60 and above has reached 264 million, and it is expected that this number will exceed 300 million during the "14th Five-Year Plan" period.
Brush vibrato, play Tmall has become a new way of consumption for silver-haired people, especially female consumer groups, buying and buying for their families, becoming a new choice for them to shop, in the field of alcohol consumption, buying semi-sweet wine, fruit wine, rice wine, etc., has become a new choice for the consumption of this part of the silver-haired people.
Earlier, longer duration, and more category choices have become the keywords of this year's "Double 11". This year's "Double 11", since October 20, the gong was sounded, and the front line lasted until November 11, with a time span of 23 days, becoming a veritable consumption month. "Double 11" has been robbed since 8 p.m. on October 20, without staying up late, more humane; Tmall has launched new ways to play with young consumers such as meow candy teaming up to get discounts.
At the level of alcohol consumption, from Tmall, Jingdong issued a double 11 opening red war report, liquor, wine, foreign wine and other multi-category, diversified consumption trend continues, craft beer, fruit wine and other categories surge, foreign wine is sought after at the same time, the national tide is blowing, domestic rice wine, liquor and other heat is not reduced, in the large market of 1.4 billion people, liquor consumption is the main responsibility.
The "Jingdong 11.11 Opening Red" war report released by Jingdong from 20:00 on October 31 to 24:00 on November 1 shows that there are 43,276 merchants on the Jingdong platform, and the turnover increased by more than 200% year-on-year. In the Ningxia wine industry belt represented by Xige Winery, 15 brand flagship stores increased by more than 6 times year-on-year.
According to the Tmall Liquor Opening Red War Report (November 1-3), Tmall liquor continued to grow significantly, domestic liquor, foreign liquor and low-grade liquor led the market, Maotai and Wuliangye consumption exceeded 100 million, and the turnover of Yijiu Yijiu exceeded 100 million. In terms of different categories, sauce-flavored liquor is still very fragrant, with nearly 40 million yuan of old wine transactions; the unit price of foreign wine consumers has doubled, and the growth rate of trend categories such as cognac and single malt whisky has exceeded 150%; the popularity of various sub-categories of low-tide drinking has soared, plum wine, fruit wine, and pre-mixed wine are favored, and the growth rate of rice wine is more than 120%; domestic fine wine is more than 70% year-on-year, and the growth rate of domestic craft wine is more than 200%.
Both keen on domestic products, but also willing to taste new, happy to enjoy fruity, sour and sweet taste of low-grade wine, as well as boutique wine, craft beer significant growth, reflecting consumers willing to pay a premium for high-quality wine psychology, comprehensive data, "consumption upgrade, consumption diversification" constitutes the "double 11" wine consumption keywords.
Whether it is the interpretation of the "trend" category of cognac and single malt whisky, or the rising popularity of the low-tide drinking category, it all points to the consumption trend of young people represented by Generation Z. Young consumer groups such as Gen Z have a keen ability to capture change and are open to new experiences.
According to Jingdong's "Double 11" opening red war report, Jingdong 11.11 has attracted a large number of young users, and the new user Z generation population accounts for 36.9%.
According to a Nielsen iq survey, the total gen z population born between 1995 and 2009 is about 260 million. According to the report released by Nielsen iq and Bilibili Insights, Generation Z consumption pays attention to personality expression, and will be greatly affected by appearance when purchasing products, and 71% of respondents prefer China's localization of national tide and national style elements.
In addition, in terms of media preferences, Nielsen iq data shows that compared with the post-90s, post-95s prefer short videos and audio; post-90s pay more attention to social news, while post-95s prefer to watch entertainment programs.
Not only do post-95s prefer short videos, Nielsen iq data pointed out in a portrait of the "Double 11" consumer group, "The number of elderly netizens over 60 years old in China has achieved a leap from 26 million to 123 million in only five years." ”
It can be seen that wine manufacturers should not only pay attention to the Z generation and young people, but also pay attention to and study the consumer needs of elderly netizens, achieve the same frequency resonance with them, let them participate in brand experience and brand interaction, and achieve consumption increment.
For this year's "double 11" liquor market, Zhu Chaoyang, a partner at Henan Needle Point Marketing Consulting Company, said that the normalization of epidemic prevention and control will make everyone uncertain about their future economic income, so consumers' purchase decisions will become more rational. Under the influence of this consumption awareness, whether alcohol consumption can be released is related to the brand power of the enterprise and the strength of "Double 11", especially this year's "Double 11" is very close to the Spring Festival, and consumers will concentrate on consuming famous wine brands with appropriate promotion efforts to reduce the cost of purchasing wine in the future.
On the eve of the cooling tide in the north and south of the river, hot pot with beer, beer with saucepan... The beer that can be matched with the universal is not reduced in heat this winter.
According to the Tmall Liquor Opening Red War Report (November 1-3), Tmall Beer has become a leading platform for craft brewing and high-end, with the growth rate of craft beer turnover reaching 40%+, and the proportion of craft beer exceeding 25%, accounting for a quarter of beer consumption, of which alcohol-free beer has increased by 40%+, raw pulp beer has reached 45%+, and the growth rate of fruit beer and sour beer has reached 55%+.
In the national standard beer category of GB/t 17204-2021 "Glossary and Classification of Alcoholic Beverages" released on May 21, the terms and definitions of "clear beer, upper fermented beer, al beer, lower fermented beer, lager beer, mixed fermented beer, white beer, Stout (Shitao) beer, Pilsen (Pilsen) beer, sour beer and workshop beer" were added to the classification of beer. The refinement of beer classification and the increase of workshop beer, which we often call craft beer, reflect the diversified and multi-flavor consumption trend of beer consumption.
Jingdong's "Double 11" opening red war report shows that Jingdong supermarket 11.11 open door sales are hot, and craft beer has increased by 10 times.
In the beer category of the national standard gb/t 17204-2021 "Glossary and Classification of Beverages and Wines", it is specified that low-alcohol beer is "beer with an alcohol content of 0.5% vol-2.5%vol", and points out that alcohol-free beer is "beer with an alcohol content of less than 0.5% vol". He Yong, secretary general of the China Liquor Industry Association, pointed out in his interpretation that the growth rate of alcohol-free beer in foreign countries is very fast, and beer consumption has shown the characteristics of diversified and personalized brand growth.
Some craft brewing practitioners said that today, low-alcohol beer shows visible market growth, alcohol-free beer in the country is currently performing generally, but from the Tmall liquor opening red war report data, in the future, alcohol-free beer, low-alcohol beer is expected to become a trend growth category.