The market potential of low alcohol drinking for Chinese women is huge

 

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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China livestreaming commerce

 

With a holder and a mobile phone, almost any place can be turned into a live steaming room in an instant. "Live streaming commerce" has set off an unprecedented wave on China's Internet.

In China, in addition to business and professional anchors, there are also Internet Celebrities, well-known ordinary people and even local government officials who personally do live streaming in order to promote the local economic development and promote the good things in the countryside. As early as the first half of 2019, some grass-roots officials have begun to have a try for livestreaming commerce. Relevant data shows that since April 2019, more than 500 County heads from more than 24 provinces have entered the live streaming room. They compete to promote their native products on the Internet, with the natural flavor from all corners of the country. These middle-aged people create a unique live streaming style with simple words and gentle eyes, which is refreshing.

Some netizens said that they usually watch the live streaming of internet celebrity and think twice before placing an order for fear of being cheated. But if it is the live streaming of county magistrate, they completely not worried about product quality problems and place an order directly. This kind of comparison is like the difference between the official media and the headline we media. Similarly, the weight on both sides is very different, the official live streaming is a dimension reduction attack, and has a natural advantage in selling goods.

In China, livestreaming commerce platforms are mainly Taobao, Pinduoduo, JD, Douyin, Kuaishou, and so on. Compared with the crazy growth of short video and live streaming in China, overseas livestreaming and video platforms are basically controlled by several e-commerce giants. For example, Facebook, Twitter, Youtube,Instagram, etc. Of course, there will be some live apps, but at present, they are not as hot as China.

In contrast, the development momentum of foreign livestreaming commerce is not as rapid as that of China, the main reasons may be as follows:

1.Foreign online celebrities don't directly look at the screen or answer the questions raised by fans in the message area like Chinese anchors. The whole livestreaming is one-way output with less interaction.

2.At the same time, overseas consumers are not as keen as Chinese consumers to shop on e-commerce platforms. Data shows that more than 95% of the transaction volume of Chinese e-commerce comes from e-commerce platforms, but more than 50% of the transaction volume in the United States or other markets comes from brand official websites or online platforms such as Wal Mart and Carrefour. The dispersion of consumers' shopping habits is also one of the factors that make it difficult for overseas markets to form a giant in the livestreaming.

3.In addition, the development of live e-commerce industry is also related to the speed of express delivery. The average delivery time in most parts of China is within 48 hours, while the delivery time in the United States usually takes five to seven working days. This long waiting time also reduces consumers' online shopping enthusiasm.

In fact, the live streaming industry is not unique in China, but it is China that can embed the live streaming industry into the capital commercial market and create a lot of dividends.

In China, many new brands are boosting sales and brand reputation through live streaming. For foreign brands, this is also a good opportunity to enter the Chinese market. If you have any idea, please contact us directly.

Current situation of health supplements in China

 

Driven by consumption upgrading, people's beauty habits have gone from basic beauty and skin care to medical beauty, oral care, diet management and other fields, especially the current oral beauty product market has shown a hot trend.

In Japanese market, health supplements cover almost all categories, including supplements, tablets, oral liquids, beverages, snacks, etc. According to Tmall Global data, in recent years, with the promotion of cross-border e-commerce and KOL, the consumption scale and number of oral beauty in China have also increased year by year and the growth rate has accelerated.

Oral beauty, that is, the way of oral administration to achieve whitening, anti aging, moisturizing and anti stripping effect. Collagen, nicotinamide, hyaluronic acid, grape seed, astaxanthin and so on are well known by young people as important components of medical beauty or skin care. For example, the main function of hyaluronic acid is to supplement water; Collagen, grape seed prevent skin aging; Nicotinamide is the main whitening ingredient. Through early market education, when consumers switch from skin care for external use to oral beauty, they have formed a fixed understanding of the ingredients.

In order to make it easier for young people to accept the way of oral beauty, many brands began to transform their products from capsules, tablets, pills and other forms into snacks, so as to reduce the "drug taking feeling" of consumers.

According to the "health supplements market insight report", 80% of consumers are willing to choose candy, small packaging and flavored oral products (fruit, milk, etc.). Take collagen oral products as an example, collagen granules and tablets have always been very traditional health care products for all ages. However, with the emergence of new product forms such as collagen drink, collagen jelly strip and collagen jelly candy, these snacks oral products with better taste, higher appearance and more convenient carrying gradually begin to replace traditional health care products, It has become a hot spot for growth, with a year-on-year growth rate of more than 200%.

However, from the perspective of price, as the new products are in the stage of rapid development, the prices of these products are quite different. For example, the most popular brands in the whole network are BY-HEALTH, CONBA, Nature's bounty, Unichi, Vitafusion, etc. Among them, BY-HEALTH and CONBA are Chinese brands, and the other three are overseas brands.

From health supplements to oral snacks, on the one hand, it expands the consumer base, so that more people can try to meet the consumer demand of "beauty while eating"; On the other hand, snacks make the consumption scene of health supplements daily, and also improve the consumption frequency of consumers.

According to the data, during the period of 618 in 2020, health supplements will become the top 3 most popular category of Tmall. In the first seven minutes, the turnover of health supplements increased by 2266%. Moreover, the report of consumption trend of oral beauty in 2019 jointly released by CBNdata and Tmall Global shows that the average growth rate of "Oral Beauty" in the related categories of "beauty economy" is the highest. It is estimated that China's oral beauty market will reach 23.8 billion yuan in 2022.

There are numerous notes on health supplements in Xiaohongshu. Chinese women are willing to spend money on taking care of themselves. They often look for new ways or products to make themselves better.

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Something about outdoor sports products market in China

 

In China, outdoor sports such as hiking / walking, leisure and fitness mountaineering and camping are more popular with consumers. The main reason is that the intensity of the three sports is moderate, the requirements of the venue are low, and the time cost and economic cost of the sports are low.

Due to China's rich natural resources, topography and climate, outdoor sports theme tourism has great development potential. With the improvement of China's outdoor sports facilities, the blooming of indoor and outdoor ski resorts and the rise of island surfing clubs, more and more Chinese consumers choose to experience outdoor sports in China.

The popularity of outdoor sports tourism has promoted the sales volume and attention of outdoor sports apparel, the most important part of the whole industry, in China. In October, VF Corporation, which owns The North Face, Vans, Timberland and Dickies, released its performance report for the second quarter of fiscal year 2021. The data showed that in the three months ended September 26, the company's sales fell 18% to $2.6 billion year on year, but The North Face,Vans, Timberland and other outdoor sports brands relying on China's convenient and fast e-commerce channels, which have strongly driven the corporation's business growth in mainland China up to 21%.

From the data of Chinese sportswear market scale. In 2015, China's sportswear market scale is 165 billion yuan, and in 2020, it is 254 billion yuan. In five years, China's sportswear market scale  increases by 89 billion yuan, with an average annual growth of 17.8 billion yuan.

Although China's outdoor sports started late, in recent years, the number of people who love outdoor sports in China is growing. It can be said that it is an era of outdoor sports for all people. As the saying goes, there is a market when there is demand, which makes the domestic outdoor brands develop rapidly. From the perspective of brand monitoring, TOREAD, Columbia and The North Facehave become the three most popular outdoor sports clothing brands in China.

There are two reasons behind the frequent appearance of professional outdoor sports brands in the Chinese market: one is that the real outdoor sports in China started late and is still in its infancy, and still has great development potential; The other is the Chinese urban middle class's pursuit of outdoor sports. Surfing, skiing, camping, hiking and other outdoor sports have become their social currency and an important part of the new middle class lifestyle.

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How do overseas brands enter Xiaohongshu?

 

According to the official data of Xiaohongshu, by the end of 2020, more than 650000 brands have entered Xiaohongshu, of which 17% have more than 5000 fans. In the first quarter of this year, the number of non beauty industry brands such as shoes, boots, bags exceeded the number of traditional industry brands of Xiaohongshu such as skin care, fashion and beauty. Brand businesses have built their own private traffic pools in Xiaohongshu. 

The object of Xiaohongshu's participation must be the merchant first, the individual can't join. The brand trademark is also necessary, the agent must have authorization. For example, the license to open an account, the certificate of legal person and the invoice of the company should also be provided. Secondly, some qualifications of the industry are different according to the types of entry category.

The entry process of Xiaohongshu third party business:

1. Registration: register the "Xiaohongshu's entry system" and log in to Xiaohongshu's entry system with the registered email and the original password received.

2.Fill in the entry information: fill in the company information, financial information, store information, etc., and submit the corresponding qualification.

3. Qualification audit: Xiaohongshu will give feedback on the audit results as soon as possible.

4. Contract signing: you can confirm the content of the contract online. After the approval, the platform will send you a paper contract. After you sign the contract offline, you need to send it back.

5. The end of the training: after completing Xiaohongshu merchant training, you can log in to Xiaohongshu merchant management platform to open a shop.

What's the advantage of opening the brand account of Xiaohongshu?

1.Official certification:

Have a personal page exclusive "brand account" logo, as the brand identity authentication authority.

There are more display entrances on the search results page and brand topic page to give the brand more ways to reach the users of Xiaohongshu.

2. Promotion notes:

Only after the brand account is authenticated, can the brand invite users to publish business promotion notes and get normal exposure.

Users with brand partner qualification need to use the brand reporting system, and the brand account can view the note data through the system.

3. Data analysis:

Enjoy the multi-dimensional data support including fans data and note data, help the brand understand the fan growth trend, position the characteristics of popular note, and finally realize the high-quality growth of brand account.

4.Store binding:

It can be bound with the official brand store of Xiaohongshu, and the commodity display bar can be added on the personal page, so that the shopping on Xiaohongshu is more convenient, and the efficient transformation of community traffic can be realized.

The rising trend of cross-border shopping is one of the backgrounds of Xiaohongshu, which has 300 million users, 100 million monthly active users and a valuation of 6 billion US dollars. So what can overseas beauty brands do to promote on Xiaohongshu, which has 300 million users?

1.Release beauty information

2. Release beauty video

3. Open live streaming and interact with fans

4. Show your beauty products

5. Sell your products to users

6. Import traffic to other platforms

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Something about Bilibili

 

BiliBili was an ACG (animation, comics, games) content creation and sharing video site in its early days. After more than ten years of development, BiliBili has built an ecosystem that continuously produces high-quality content around users, creators and content. BiliBili covers more than 7000 interested multicultural communities. It won the first place in the list of "Z generation app" and "Z generation app for Pan entertainment" selected by Questmobile Research Institute, and was selected into the top 100 most valuable Chinese brands in 2019 by the Brand report.

At present, it has 15 content divisions, including animation, anime, music, dance, game, knowledge, life, entertainment, auto-tune remix-themed content, fashion and projection hall. Life, entertainment, games, animation, science and technology are the main content categories of Bilibili, and set up live streaming, game center, peripheral business sectors.

By the second quarter of 2020, Bilibili will have 172 million monthly active users and 153 million monthly mobile users. 78% of users are 18-35 years old.

Bilibili is different from Iqiyi, Youku, Tencent video and so on. Its main video content is based on users, while the official videos are only a few. These users are called content curators by the majority of viewers, that is, the creators of videos.

Fans can praise, relay, comment and interact with content curators to express their support and recognition for the content and encourage them to recreate high-quality content.

Bilibili has three characteristics:

1. Tolerant and friendly social atmosphere

The users of Bilibili are mostly young people from the first and second tier cities, most of whom have received good education and high quality. Therefore, the atmosphere of Bilibili will be more friendly and harmonious than other social platforms.

2. Strong ability of second creation

Bilibili has content curators with the strongest "secondary creation" ability in China. These content curators are mainly based on all kinds of classic materials, including classic movies, TV dramas, animations, documentaries and so on. Their production efficiency is much higher than that of original videos.

3. Bullet screen culture

Although all major websites provide bullet screen, making punchlines ability of Bilibili community is undoubtedly outstanding, which originates from the community culture of "no bullet screen, no Bilibili".

The labels of Bilibili include: one of the largest creation platforms in China, one of the largest online self-study platforms in China, one of the largest game video platforms in China, and the fastest growing vlog community in China.

In the case of sufficient content supply, Bilibili users are active, willing to interact and high quality, which makes Bilibili become the favorite of the brand.

On February 16, 2020, Ding Talk released a video "Ding Talk, online beg for mercy" in Bilibili, which knelt down to users for praise and successfully saved the one star crisis.

On July 1, Tencent released "I'm the simple Penguin who ate fake chili sauce" in Bilibili, which successfully deflected the direction of "goose factory vs Lao GanMa" and made a beautiful public relations battle.

On October 23, BMW entered Bilibili with a high profile and released a 3-minute animated blockbuster "a high-energy horse", which broke most people's impression of its brand: "cold", "luxury" and "sense of technology".

These brands have entered the user's interior with auto-tune remix-themed content video, and quickly integrated with platform tonality. Whether it is to develop the Z era market or to deal with the marketing crisis, the trend of brand preference for Bilibili is more and more obvious. In addition, the user stickiness of Bilibili is the strongest compared with other media platforms, so the community atmosphere and content here are very suitable for undertaking long-term marketing. The brand marketing of Bilibili has considerable potential, which is worth exploring.

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What are the conditions for opening a shop on Tmall Global?

 

As Alibaba's cross-border e-commerce platform, Tmall Global is committed to providing Chinese consumers with global imported goods and direct overseas lifestyle. At the same time, Tmall Global is also the preferred platform to help overseas brands directly reach Chinese consumers and establish brand awareness and consumer insight. So far, more than 29000 overseas brands from 87 countries and regions have joined in Tmall Globall, covering more than 5800 categories, of which more than 80% have entered China for the first time.

Tmall Global has the following conditions for businesses to sell products on this platform:

 Basic conditions:

1. Own overseas corporate entities;

2.     It’s the brand party/Own brand authorization/Provide a complete chain of goods purchase certificate from the brand party.

Preferential admission conditions:

1. Overseas well-known entity stores or B2C websites;

2.     Overseas famous brands not entering Chinese market.

Tmall global has the following types of stores:

Tmall global flagship store

1.Original brand trademark r registered overseas for more than one year, and the brand has retail operation overseas;

2.If the applicant company is the brand authorized party, it needs to provide the exclusive authorization issued by the trademark owner to the company, and only one level of authorization is required;

3.Give priority to invite the best-selling brands in overseas; If the brand has opened a shop on Tmall, the confirmation document of the brand party shall be provided.

Tmall global exclusive store

1.The original of 35 categories trademarks registered overseas for more than one year;

2.Local well-known real retail stores or B2C websites should provide real retail store photos or websites;

3.If the applicant company is the brand authorized party, it needs to provide the exclusive authorization issued by the trademark owner to the company, and only one level of authorization.

Tmall global franchise store

Operating a number of other people's brand goods stores.

Document requirements for Tmall Global

1. Business license of overseas company.

2.      The company's tax registration certificate or the latest tax payment certificate.

3.      ID card of authorized representative and contact person of the store.

4.      Certificate of account opening or public statement of the main enterprise.

Tmall Global merchants are all entities outside the Chinese mainland with overseas retail qualifications. All the commodities sold are originated or sold overseas, and enter the customs through international logistics. All Tmall Global merchants will provide Chinese customer support for their stores and provide customer service after sale, customers can buy overseas products just like Taobao shopping. In terms of logistics, Tmall Global requires businesses to complete the delivery within 120 hours and arrive within 14 working days, and ensure that the whole process of logistics information can be tracked.

Advantages of Tmall Global:

1. The huge customer group and the flow superiority;

2. Shorten the intermediate trade channels, reduce the channel fees and increase the gross profit rate of enterprises.

3.      Direct access to overseas market information and feedback, improve the sensitivity of the overseas market, is conducive to precision marketing and personalized customization services.

4.      Strong warehouse logistics system and service, especially in North America, Europe and Japan. The seller only needs to be responsible for selling the products, and Tmall will provide a unified standard service mode for later packaging, logistics, return and exchange.

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