2020 is the year when the low alcohol liquor circuit starts to break out in an all-round way. Entrepreneurs of low alcohol liquor brands define brands with precise demands, which has moved young people. It is understood that the play volume of the topic "drinking for girls" on Douyin exceeds twenty million, and the topic reading volume about it on Weibo is 150 million. According to the data, last year alone, Tmall added more than 5000 low alcohol liquor brands. In the next two years, the scale of Chinese women's low alcohol drinking market will exceed 100 billion yuan.
By January 2021, China's female consumer market has exceeded 10 trillion. The penetration rate of female users in the integrated e-commerce industry has reached 84.3%. “She economy” is rising at an amazing speed. In this context, the trend of "she drinks" is obvious, and female users join the wine consumption industry, becoming a new growth point of the wine market“ "One person drink", "good night wine", "low alcohol", "small drink" and "high appearance value" have become the hot words of women's drink consumption.
In xiaohongshu's notes, besties' parties, picnics and drinking before going to bed are all common reasons for girls to drink. Women don't drink to get drunk, they tend to set off the atmosphere and cultivate the mood. According to the survey report on contemporary young people's light drinking published by Netease digital reading, boys drink more out of social intercourse. The proportion of drinking with their colleagues and boss is twice that of girls, and the proportion of drinking with customers is four times that of girls. While girls pay more attention to mood and atmosphere, 72.7% of them drink to relax.
In 2018, there were more than 77 million people living alone in China, one fifth of them are distributed in Beijing, Shanghai, Guangzhou and Shenzhen. With the increase of the number of women living alone, appropriate drinking within a controllable range can help them relieve fatigue and sadness. According to the data, 37.1% of female students will drink when they feel stress and anxiety in their life or work, while more than 59% of young people like hazy, lazy and slightly drunk.
Relevant data shows that in the first quarter of 2021, in the sales channels of Tmall and Taobao, there are 2449 liquor brands with sales growth rate of 100% or more, among which 1415 low alcohol liquor brands account for 57.8%. According to CBNData's "2020 report on young people's drink consumption", today, the post-90s and post-95s have become the only people who have increased the proportion of consumption in the drink consumption market.
On the low alcohol liquor track, live streaming is a channel valued by many new liquor brands. Among the new fruit wine categories, Missberry and Meijian had 1400 and 4500 live shows in Q1 respectively. Missberry, estimated that sales exceeded 3 million in the live streaming of Douyin in Q1. Mei Jian Q1's estimated sales in Taobao live streaming will reach 6.46 million.
At present, the concept of "low alcohol liquor" is still relatively small in the minds of mass consumers. In a word, compared with male consumers, the liquor market of female consumers is still in the "primary stage". From the product level, there is a great overlap between low tide wine and liquor essence bubble water, fruity beer. In the future, it will occupy a certain market space for beer and liquor essence bubble water. If we refer to the development history of similar products in the United States and Japan, the growth of low alcohol liquor in China is expected to be a high probability event.
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