according to the “double 11” war report released by tmall in 2020, from November 1 to November 3 alone, the sales of low alcohol drinks, represented by trendy drinks, increased 11 times. Nowadays, the scale of China’s low alcohol liquor market is about 15-20 billion, with huge development space. Low alcohol liquor entrepreneurship has become one of the hottest tracks in recent two years.
Since the beginning of Dukang wine, wine has become a daily drink, drinking has become a way of life.
However, good wine is good, but easy to drink. Unlike our parents, young people do not love liquor and drink too much.
Low alcohol wine is a general term, including fruit wine, soda wine, sparkling wine, rice wine and premixed wine can be called low alcohol wine.
In 2020, of 195 new consumer investment and financing, there are 14 financing cases involving 12 projects.
In May 2021, Miss berry, a new low alcohol wine brand, announced the completion of a + round financing of RMB 100 million.
Sequoia Capital, Jingwei China, Tiantu investment, Zhenge fund, Bertelsmann and other star investment institutions have been in the low alcohol liquor track layout.
Compared with Baijiu, although low alcohol contains alcohol, it is not easy to “head up”. Low alcohol liquor is of low accuracy, usually 5%vol~10%vol, which has no strong stimulation to human body and nerves.
This also reduces the threshold for drinkers. For consumers who have not tried alcohol or are sensitive to alcohol, low alcohol liquor is a healthy entry-level product. Mild drinking can not only add atmosphere, but also avoid “drinking high”.
Low alcohol liquor with low alcohol content has become the product pursued by many girls. Tmall once launched a special show of “girl wine”, and the notes on “girl wine” in little red book have the highest praise of more than 60000.
According to tmall new product innovation center’s 2020 fruit wine innovation trend report, the main customers driving the growth of big fruit wine category are 18-34 years old women, consumers living in first tier cities, cutting-edge white-collar workers, exquisite mothers, senior middle class and genz people.
Among them, the growth of female consumers is also worthy of attention. The number of post-90s women’s drinking consumption has exceeded that of men. Since 2019, the growth rate of post-90s and post-95s women is also significantly higher than that of men.
On the other hand, compared with the bitterness of beer, low alcohol wine has a richer taste and taste.
Young people’s health awareness is becoming more and more strong. They regard alcohol and sugar intake as unhealthy. Low alcohol liquor, which is mainly low sugar and low calorie, has become a new trend.
In terms of product packaging, low alcohol brands are also more attractive and younger. Compared with the single inflexibility of traditional wine bottles, low alcohol brands have more personalized packaging design.
Because low alcohol trendy liquor is mostly young brands, it is closer to young groups in marketing and packaging. High value products also strengthen the social marketing of low alcohol liquor, which is suitable for punch in and photo taking.
Completely drunken, the Baijiu is more pleasant than just perfect.
The young generation no longer pursue “drunkenness”, and the main purpose of their drinking is to meet the needs of light social intercourse and release the pressure moderately.
The scene of wine consumption will become more personalized and private, and traditional wine can not match it.
Scene 1: friends gathering
Modern people pay more attention to social freedom, the past wine culture is no longer popular.
A large number of single people are hard to go home when they are drunk. Not getting drunk has become a new way to take care of themselves.
And low alcohol wine can meet the needs of drinking, at the same time more relaxed, friends get together, drink together, chat.
Scene 2: drinking at home
With the popularity of Yueji culture, drinking is no longer limited to the bar table.
Off work and weekends, a person at home to turn on the computer, watch a movie, drink a cup of low alcohol drinks like to become a small way of leisure.
Scene 3: not drunk in the bar
Compared to getting drunk in a bar.
Nowadays, young people prefer to socialize without pressure in bars, drink light alcohol, listen to music, or dance with music, without restrictions and restrictions, without the pressure of alcohol.
These consumption scenario channels have become the reason for the expansion of low alcohol liquor in the consumer market, and also become the focus of low alcohol liquor marketing.
According to cbndata’s “2020 insight report on young people’s drink consumption”, the four key words of young people’s drink consumption are diversified segmentation, trendy taste, sweet fruit flavor and health slightly drunk.
And low alcohol wine can fit almost every consumption trend, so it’s hard not to be hot.
The re purchase rate of liquor is very strong. Is the low alcohol liquor industry a profiteering industry?
Some brands once calculated that although the cost is 10 yuan and the packing fee is 5 yuan, the total cost is 15 yuan, and the price is 59 yuan. Four times of the price seems to be profiteering, but it is not necessarily.
Because there is still a long channel link from production to sales, which requires high channel fees.
Four to five times the increase rate is a common practice in the consumer goods industry, but most of the money is still spent on channels and marketing.
And the cost of self built supply chain brand is even higher. Most of such brands are branches of the old brands that have grown.
For new brands, the self built supply chain needs high capital and test cost, and the risk is high, so the agent processing is a good choice for most new brands.
From the perspective of long-term development, building its own supply chain is the only way to strengthen brand barriers.
With the increase of new brands, marketing has become a big expense for low alcohol brands.
In order to seize the market, many brands use low-cost trial drink or Putian Geshi marketing to get the market.
A founder of a low alcohol liquor brand said: “some pure online brands think very clearly. At the beginning of online, they just want to expose a brand. If they don’t brush the amount, it’s hard to rush up.”
From this we can see that the low alcohol liquor industry is not a profiteering industry in fact, it also relies on economies of scale to make money.
The reasons why capital is optimistic about low alcohol liquor are as follows:
1： The audience is wide and new
The post-90s and post-90s became the main drinking group.
2： The overall market scale of low alcohol liquor is large and the growth rate is fast, which is suitable for the development of new brands
According to Zhongyan’s analysis of market prospect and current situation of low alcohol liquor industry in 2020, the growth rate of consumption amount in China’s low alcohol liquor market in recent two years is more than 50%.
It’s not too late for a new brand to enter the market. As long as we grasp the consumers’ scenario demand and combine with good marketing, we can successfully reach the users.
3： There is still a gap in the market
At present, the domestic market of low alcohol liquor is mainly below 9%, but in the European and American market, 9% – 12% low alcohol liquor is also popular.
The domestic market can still produce 9% – 12% low alcohol liquor, forming brand differentiation competition.
The market of low alcohol liquor with relatively high alcohol content is still blank.
4： Lack of high-end brands
The development of any category needs to be high-end. At present, the price of low alcohol liquor is low. The price of 750ml bottled liquor is only below 70 yuan, and the price of canned liquor is below 15 yuan, which is mainly aimed at the middle and low-end market.
5： Lack of head brand
Although there are many low alcohol liquor brands in the market at present, there is no other head except Bairun shares where Rio is located.
The scale of fruit wine market in low alcohol wine is about 12 billion, and that of rice wine is about 7 billion.
As the largest premixed wine manufacturer in China, Rio’s market share has been growing steadily since 2014 and has exceeded 80% until 2018. At present, the overall market scale is about 2 billion.
The success of such a head brand is enough to attract the eyes of capital.
1: Supply chain must be improved
Martin Christopher, a famous British expert in supply chain management, believes that the competition in today’s era is no longer the competition between enterprises, but the competition between supply chains.
It has become the consensus of all food industries that those who get the supply chain get the world.
The supply chain of low alcohol liquor includes not only the source control of raw materials, but also many links such as product research and development, packaging design, production and sales.
In the source, we should grasp the safety, health and quality of raw materials, in the product end, we should develop drinks suitable for young people’s taste, and in the packaging design, we should also conform to the current young people’s aesthetic and personality.
After accumulating a certain amount of capital, a brand must build its own supply chain, which is the key to differentiate itself from other brands.
Low alcohol liquor should be operated both online and offline.
Offline is the main channel for liquor consumption. Different from traditional liquor, low alcohol liquor is easier to enter the convenience stores in first tier cities, such as the whole family and Rosen.
3: The marketing of seizing the mind
Marketing should not only promote popularity, but also pay attention to user conversion rate.
Brand marketing can follow a step-by-step approach, that is, Ali’s AIPL consumer operation theory, from a (awareness): cognition, I (interst): interest, P (purchase): purchase, to L (loyalty): loyalty.
Through these four levels to distinguish consumers, with the help of different platforms to carry out circulation and gradual low alcohol wine scene marketing, occupy the user’s mind.
According to the theory of Japanese sociologist Sanpu exhibition’s work “the fourth consumption era”, the new generation of consumers like products that are more pleasant and healthy, and are keen on domestic brands. From this perspective, the new brand of low alcohol liquor is just in line, so it is naturally loved by the capital.
Bao fan of Huaxing capital believes: “as a kind of social currency and character symbol, liquor industry needs a giant liquor enterprise that can meet various consumption scenarios and personalized consumption needs in the process of intergenerational cultural alternation.”.
How will the low alcohol liquor market change in 2021? Can unicorns be born? It is worthy of our common expectation.
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