While launching the "i Moutai" marketing game and launching Moutai ice cream, the market can't help but start to ask, "Has Moutai started to please young people?" Immediately after the topic of "Young people don't like to drink liquor, wineries are in a hurry", another example Every time as usual, it was turned out for discussion.
The leader of the topic is often the middle-aged man at the wine table, accompanied by a mouthful of Feitian Maotai, looking at his brows with a puzzled look.The young man sitting in the lower seat was quick-witted, holding a sobering cup to refill the middle-aged man, unaware that he was in the center of the topic.
Maybe it's right that young people don't like to drink baijiu.Liquor is the product of the wine table culture, not the representative of the simple relationship that students yearned for.There is no place for Maotai in Helensi, which is supported by college students. Businesses can't afford it, and students can't afford it.
In the eyes of many "post-00s", Maotai really doesn't have a "life-threatening big Wusu" to drink.
Liquor companies that have been in the market for decades know this better than anyone else.For them, it doesn't matter whether young people drink baijiu or not, they just need to keep "middle-aged people know at a glance that it is expensive" and recognize this kind of expensiveness.
After all, young people will always get old, and they will always pick up a sober cup and become a denominator of the wine table culture.
Liquor, I really hate it
Judging from the data, it is also established that baijiu is the wine that young people "hate the most".
According to the "2020 Young People's Alcohol Consumption Insight Report" released by China Business News, in online alcohol consumption, the proportion of "post-90s" and "post-95s" in domestic liquor and rice wine/rice wine lags behind the overall, and in wine, foreign wine, Beer, fruit wine are higher than the overall.
However, if you read the report carefully, you can find that the "post-90s" and "post-95s" have continuously increased in the proportion of liquor consumption, becoming the fresh blood in the liquor market.Among them, "post-90s/95s" young people in small towns account for the majority of young drink consumers, while their peers in first- and second-tier cities are developing towards higher frequency and higher quality.To put it simply, young people in small towns buy cheap ones, while first- and second-tier cities buy expensive ones.
In other words, young people are less fond of baijiu than middle-aged people, but they buy more and more.
The reason may be found in the statistics of demand scenarios: gift giving and collection are the most mainstream needs of young wine consumers, which has opened a significant gap with other scenarios.Weddings and New Year's banquets are ranked third and fourth.In the search preference statistics, domestic liquor ranked first in "sending father-in-law/in-law", while rice wine/rice wine occupied the first place in "sending leaders".
An old man who loves wine collections told the Times Weekly reporter that in the traditional concept, drinking baijiu pays attention to appetizers, and in the final analysis, it is a product of table culture."This deep-rooted thinking has affected the consumption scene of baijiu to some extent, so I have also noticed over the years that there are fewer young people drinking baijiu at the dinner table than in the early years. It is not that young people do not drink, but that they like to consume fresh alcoholic beverages, such as whisky, craft beer and those various pre-mixed wines that have been trending in recent years.”
Lao Zeng attended a dinner party recently.According to his description, the dozen or so people present were all middle-aged, with decent conversations, and the work was about to stop. As for wine, everyone naturally chose baijiu."This is the world of middle-aged people. Almost all events have two sides. The key to solving these problems is to find a balance between them." This statement is also very similar to liquor - finding a soft balance in alcohol.
Young people do not eat this set.
Taking Xiaomi, the "first mobile phone for young people" as an example, what attracts young people's attention and sparks discussion is that it is equipped with a CPU with a running score that is 100,000 higher than the previous generation and a memory with a transmission rate that is 116% higher than that of the previous generation; Bubble Mart, who is well-versed in Generation Z, is not the physical plastic toy that attracts the attention of young people, but the cultural image and IP behind it; traditional consumer goods Nestle and Crest also have to invite the most popular traffic stars. Endorsements to resist the impact of this new set of consumer brands.
Liquor, neither.
Young people like simple evaluation criteria, such as age, 5-year-old wine mixed with 20 years of age, is it counted as 5 years or 20 years of aging; for example, is the wine blended or directly brewed grain wine?More directly, is 20-year-old wine better than 5-year-old wine?Just like a processor with a score of 800,000, it is faster than a processor with a score of 700,000.
But the actual situation is that liquor is too complicated, and the aroma of strong, soy sauce, cumin, and soy sauce alone is enough to get young people drunk.Young people who are accustomed to digital technology cannot truly likeconsumer products that cannot be evaluated with accurateindustrial numbers, let alone the wine table culture behind baijiu, which makes them extremely disgusted.
These wine companies know, know, and to some extent, don't care much.
Making money for young people doesn't work
The alcohol report of the Qianzhan Industry Research Institute divides those born between 1940 and 2000 into three generations of Chinese liquor consumers.
Among them, the "post-40s" and "post-50s" are the first generation of consumers. The main drinking age group is between 1980 and 2000. This generation has no strong brand awareness of liquor, and pays attention to atmosphere and effect of drinking. The consumption scene is at the top.
This is also related to the liquor market at that time.In a report in the 1970s, Guangdong Gaozhou Winery said that it successfully made wine with crude fibers such as yellow dog head and diamond head and wild starch plants, which once accounted for 44% of the total output, and provided 184.48 tons of grain for the country.
That is to say, at that time, young people and middle-aged people both drank baijiu because they had no choice.
By the end of the 1990s, with the increase in grain production, bulk base wines appeared in the Chinese winemaking industry to circulate across provinces. For example, Sichuan's strong-flavor base wine was sold to other wineries; Guizhou's Maotai-flavored bulk wine was sold to northern provinces; Shandong , Heilongjiang, Jilin and other places of edible alcohol are sold all over the country.
In this context, people born in the 1960s and 1970s entered the drinking stage from 1990 to 2010. As the second generation of liquor consumers, they upgraded from the first generation of quantitative consumption to brand consumption.
The rise of Moutai is at the heart of this story.
The fear of alcohol among young people was also born in this era. Industrial alcohol and unscrupulous merchants made them avoid it.
But in the end, baijiu companies found a solution to this problem - making themselves more expensive.Liquor expert Zeng Zuxun said in "Actively Develop the Advantages of Liquid Liquor" published in 1995, "In the guiding ideology, treat low-grade liquor as high-grade liquor".
This laid a footnote for liquor to become a high-end commodity.
It is not that there are no liquor companies trying to make money from young people.The rise of Jiang Xiaobai at least proves that as a drink, young people do not reject liquor, as long as liquor companies can find a suitable routine.
Jiang Xiaobai, who was once all the rage, started to sell wine in 2012 by selling his feelings: he put a cardboard shell on the bottle, and randomly printed the chicken soup for the soul, "It is better to walk through some detours than to stand still."
Chicken soup and wine have massaged the minds and bodies of young people, and Jiang Xiaobai's market growth rate has exceeded that of Wuliangye(164.18 +3.83%,diagnostic stocks) andShuijingfang(70.50 +1.73%,diagnosticstocks) between 2012 and 2014.) This wine company boss.
Tao Shiquan, the founder of Jiang Xiaobai, even set a small goal of 9.5 billion yuan in 2018.
But in recent years, Jiang Xiaobai seems to have started to lose ground.Some media said that it began to lay off employees, and its market share continued to decline.It is difficult to say whether the group of young people who drank Jiang Xiaobai at the beginning entered middle age, or the new generation of consumers are tired of the business routines behind their feelings.
Jiang Xiaobai also began to upgrade the packaging, and entered the middle-aged era with his drinking friends back then.
The ups and downs of Jiang Xiaobai also seem to prove that baijiu is the world of middle-aged people.In order to gain a foothold in this market, in addition to the brand, it is also necessary to re-establish an expensive and healthy image of liquor.
Get middle-aged people get the world
Regardless of whether there are young people, the liquor market is a gold rush for capital.
A senior executive of a wine company once analyzed to a reporter from Times Weekly: Chinese people consume more than 50 billion liters of alcoholic beverages every year, of which beer may exceed half.However, the profit of beer cannot attract the attention of capital, and liquor, whose consumption accounts for a small proportion, is almost full of capital operation.
How big is this market?Liquor strategy expert Tie Li calculated based on 2018 data and estimated that the ex-factory price of liquor reached 350 billion yuan, while the market retail price was 500 billion yuan.
On this plate, countless companies want a piece of the pie.
Lao Zeng told the Times Weekly reporter that wine is anagricultural productafter all (6.57 -0.30%,diagnostic stocks).In theory, agricultural products are only good or bad, not true or false."What people call fake wine originally refers to the wine that is blended with industrial alcohol, but now it generally refers to OEM and blended wine. These things are also very popular. For young people, baijiu is even more impossible. The pit of words."
In the eyes of old Zeng people, as long as it is grain wine, it cannot be called fake wine.
Lao Zeng said that if a pound of grain is worth a few dollars, even if it is five pounds of grain and a pound of wine, what kind of wine can be worth thousands of dollars?He is alluding to Maotai, which props up the Chinese liquor market.
On May 16, theAliauction platform launched a bottle of "HandiMoutai", with a starting price of 39.99 million yuan and an increase of 100 yuan.The buyer with the final bidding number T8492 bid 9.999999999 billion yuan, and then the lot was removed from the shelves, ending the farce with a failed auction.
