Low alcohol wine, VC / PE: gold in water and wine!

“  

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.
 ”

When wine is a song, life is geometric.
 
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.
Capital is in the layout, but from the current point of view, the low alcohol liquor market is not big at present. Let’s not decide whether the track is good or not. The following content, only as an industry evaluation analysis path!
Advantages and potential
 
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.
 
The growth of female users

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.

微醺胜买醉。
 
On the other hand, compared with the bitterness of beer, low alcohol wine has a richer taste and taste.
 
Low alcohol wine with various tastes
Suntory premix brand “slightly drunk” has only 3% alcohol content and soft taste. It also includes more than 30 flavors such as honeydew melon, peach, grapefruit and high-value packaging, which has become the love of many young women.
 
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.
Zero sugar and low calorie products
White claw, an alcohol bubble water product, has launched Zero sugar and low calorie products. Each can contains only 5% alcohol content and only 100 calories, which is more healthy. At the same time, it has rich tastes, including black cherry, mango, lime, watermelon and other flavors. It also has a soda like taste, which is in line with young consumers’ love for carbonated drinks.
 
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.
 

On the other hand, young people’s attitude towards wine culture is different from that of the older generation. They don’t agree with wine table culture. They think that wine should not be a tool for social intercourse, but a catalyst for people to communicate sincerely and show their feelings.
 
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.
 
Low alcohol wine scene advertisement
Young people prefer this kind of free and free atmosphere to enjoy their leisure time when they are slightly drunk.
 
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.
消费场景更加多元化

 

At the same time, low alcohol wine is more safe for urban women in bars.
 
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.
 
Does low alcohol make huge profits?
Alcohol, like tobacco, is addictive. Compared with cigarettes, alcohol is relatively safe and will not face too strong policy supervision.
 
The re purchase rate of liquor is very strong. Is the low alcohol liquor industry a profiteering industry?
Among the low alcohol brands, some low alcohol brands adopt the OEM and ODM mode. This kind of asset light operation seems to make money, but it is not necessarily.
 
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.
 
Little Red Book Girl wine topic
Only in xiaohongshu girl’s low alcohol wine, the number of praise notes is as high as 60000 +. It’s not hard to imagine the cost of brand marketing.
 
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.
 
Why is capital optimistic about low alcohol liquor?   

Since it’s not a profiteering industry, why do so many capitals add up one after another?
 
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.
They pursue product health, fashion, beauty, low alcohol wine has advantages in this respect.
 
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%.
During 618 in 2020, the growth rate of low alcohol liquor once exceeded 80%, and tmall’s new low alcohol liquor brands alone exceeded 5000.
 
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.
Hot track without entrepreneurs into the board, then the new brand into the board of low alcohol wine need to pay attention to what matters?
 
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.
2: Multi channel synchronous operation
 
Low alcohol liquor should be operated both online and offline.
 
We should make use of the brand official online direct marketing to reduce the cost, at the same time, we should also make good use of live broadcasting and short video.
 
Meijian wine
After jiangxiaobai launched the green plum wine brand “Meijian”, through Li Jiaqi’s live studio, 200000 green plum wine sold out instantly.
  
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.
 
Conclusion:
VC / PE popular such a golden sentence: water and wine is gold.
 
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.
Author: Ke ya; Source: consumer sector (ID: xiaofeijie316), reprint authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading “five questions” of hyaluronic acid   |  Sugar crisis|   100 billion light food   | | |  |  |  Collagen Peptide  |  Daily new walnut stew: Isee trend  |  Editor’s  |  Reader’s  
Read the original
Low alcohol wine, VC / PE: gold in water and wine!
 
一:受众人群广而新
 
90后、00后成为饮酒主力。
他们追求产品健康、时尚、颜值,低度酒在这方面具备优势。
 
二:低度酒整体市场规模大,增速快,适合新锐品牌发展
 
据中研《2020低度酒行业市场前景及现状分析》,近两年我国低度酒市场的消费金额增速在50%以上。
在2020年的618期间,低度酒类增幅一度超过80%,仅天猫新低度酒品牌就超过5000余家。
 
新品牌入局时间还不算晚,只要抓住消费者场景化需求,并且结合好营销就可以成功触达用户。
 
三:市场依然存在空白
 
现今国内市场低度酒主要为9%以下,但在欧美市场9%-12%低度酒也备受欢迎。
 
国内市场依然可以诞生9%-12%的低度酒,形成品牌差异化竞争。
 
酒精度相对高的低度酒市场依旧处于空白状态。
 
四:缺少高端化品牌
 
任何品类的发展都需要高端化,目前低度酒市场定价偏低,瓶装酒750ML价格仅在70以下,罐装价格在15元以下,主要针对中低端市场。
 
五:缺乏头部品牌
 
尽管目前市场低度酒品牌众多,但是除了RIO所在的百润股份外,并没有其他头部存在。
 
低度酒中的果酒市场规模约在120亿,米酒市场规模约在70亿,两大市场并没有诞生头部品牌。
 
而RIO作为国内最大的预调酒生产企业,其市场占有率自2014年起稳步增长,直至2018年已经超过80%,目前整体市场规模约20亿。
 
这样一个头部品牌的战绩就足够吸引资本的眼光。
新品牌入局低度酒的三大要素

火爆的赛道少不了创业者入局,那么新品牌入局低度酒需要注意哪些事项?
 
1:必须完善供应链
 
英国著名供应链管理专家马丁·克里斯托弗认为当今时代的竞争不再是企业和企业之间的竞争而是供应链和供应链之间的竞争。 
 
得供应链者得天下已经成为所有食品行业的共识。
 
低度酒供应链不止包含产品原料的源头把控,还包含了产品研发、包装设计、生产销售等众多环节。
 
在源头上要把握原料的安全卫生优质,在产品端,要开发出适合年轻人口感的饮品,而在包装设计也要契合当下年轻人的审美和个性。
 
在累积一定的资本后,品牌一定要构建属于自己的供应链,这是拉开与其他品牌差异化的关键。
2:多渠道同步运营
 
低度酒要做好线上和线下渠道双运营。
 
线上要利用品牌官方线上直营降低成本,同时还要利用好直播带货、短视频带货。
 
▲梅见酒
江小白推出青梅酒品牌“梅见”后,通过李佳琦的直播间,20万青梅酒瞬间销售殆尽。
  
线下是酒类消费的主要渠道,与传统酒类不同,低度酒更容易入驻一线城市便利店,如全家、罗森等。
 
3:抢占心智的营销
 
营销不仅要打响知名度还要重视用户转化率。
 
品牌在营销上可遵循循序渐进的方法,即阿里的AIPL消费者运营理论,从A(awareness):认知,I (Interst):兴趣,P(purchase):购买,到L(loyalty):忠诚。
 
通过这四个层级对消费者进行区分,借助不同的平台进行循环渐进的进行低度酒场景营销,占领用户心智。
 
结语:
VC/PE中流行这样一句金句:水和酒是黄金。
 
根据日本社会学家三浦展作品《第四消费时代》的理论,新一代的消费者喜欢更悦己更健康的产品,而且热衷于国产品牌,从这个角度,低度酒新品牌也恰好符合,因此自然受到资本喜爱。
 
华兴资本包凡认为:“酒饮作为一种社交货币和性格符号,在代际文化交替的过程中,需要出现一家可满足多种消费场景和个性化消费需求的巨无霸酒企”。
  
2021年低度酒市场会迎来怎么样的变化?能否诞生独角兽?值得我们共同期待。
作者:可雅;来源:消费界(ID:xiaofeijie316),转载已获得授权。
加入社群:Cherry(微信:15240428449);
商务合作:Amy(微信:13701559246)。

推荐阅读



优质原创
“五问”玻尿酸 | 2021年NEXTY创新大奖 | 代糖危机 | 卤味新篇章 千亿轻食 儿童零食 | 2021全球最具创新力公司 | 醋的行情 | 植物蛋白饮料 NMN 外卖包装 | 牌永葆生机的秘密 | 胶原蛋白肽 | 核桃元素
精选栏目
每日新品烩:iSEE小趋势 | Editor’s | Reader’s 
一周热闻 | 创新访谈-玲听 新XIU品牌 | 趋势洞察 | 包装前哨



食品人都“在看”

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *