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艾媒咨询|2021-2022年中国低度酒行业现状与发展趋势研究报告
本报告涉及的案例/品牌/企业:RIO、兰舟
在新生代群体的消费理念和休闲放松需求驱使下,低度酒市场在近年发展迅猛。iiMedia Research(艾媒咨询)数据显示,2017-2021年,中国低度酒销售市场规模整体保持高速增长态势,预计2022年将突破5000亿元。艾媒咨询分析师认为,在供给侧,传统品牌和新品牌都在纷纷布局低度酒市场,市场供给充裕;在消费侧,Z时代已经成为社会消费的新力军,低度酒在产品形态、品牌营销等方面都与Z时代消费理念相契合,市场发展前景一片利好。
Driven by the consumption concept and relaxation demand of the new generation groups, the low-alcohol market has developed rapidly in recent years. According to data from iiMedia Research, from 2017 to 2021, the overall sales scale of China's low-alcohol wine will maintain a high-speed growth trend, and it is expected to exceed 500 billion yuan in 2022. According to the analyst opinion of iiMedia Research, on the supply side, traditional brands and new brands are laying out the low-degree wine market, and the market supply is abundant; on the consumption side, the Z era has become a new force in social consumption, and the low-alcohol wine is in line with the Z-era consumption concept in terms of product form and brand marketing. The market development prospects are favorable. -
艾媒咨询|2024-2025年中国小酒馆行业发展及典型企业研究报告
中国夜间经济规模的持续上升、市场低度酒的畅销、消费者的社交需求和相关政策的支持都推动着中国小酒馆行业市场规模持续扩张。2023年中国小酒馆行业市场规模为1487.8亿元,预计2027年中国小酒馆行业规模将突破1800亿元。产业链分布上,上游市场中国规模以上企业的酒水产量趋于稳定,啤酒、气泡酒等低度酒十分畅销。中游市场上未见垄断企业,不少餐饮品牌、酒企跨界入局,市场竞争格局分散。市场下游中消费者的线下社交需求增加,为小酒馆生意带来增量。全球新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询)最新发布的《2024-2025年中国小酒馆行业发展及典型企业研究报告》数据显示,82.8%的中国小酒馆消费者每月至少消费一次,77.5%消费者消费区间集中于101-300元之间。目前,中国小酒馆行业市场集中度相对较低,预示着该行业巨大的整合和品牌化空间。未来,下沉市场潜力巨大,随着经济的发展和消费力的提升,小酒馆有望进一步渗透到低线城市。整体来看,中国小酒馆行业展现出强劲的发展势头和广阔的市场前景。
The continuous growth of China's night-time economy, the booming sales of low-alcohol beverages, the social needs of consumers, and the support of relevant policies are all driving the sustained expansion of the market size of China's bistro industry. In 2023, the market size of China's bistro industry reached 148.78 billion yuan, and it is expected that by 2027, the scale of China's bistro industry will exceed 180 billion yuan. In terms of the industrial chain distribution, the liquor production of large-scale enterprises in the upstream market in China is becoming stable, with low-alcohol beverages such as beer and sparkling wine being very popular. In the midstream market, there is no monopolistic enterprise, and many catering brands and liquor companies are entering the market across the border, leading to a dispersed competitive landscape. The increasing offline social needs of consumers in the downstream market bring incremental business to bistros. The latest "Research report on the development of China's bistro industry and typical enterprises from 2024 to 2025" released by iiMedia Research (a global new economy industry third-party data mining and analysis institution) shows that 82.8% of Chinese bistro consumers consume at least once a month, and 77.5% of consumers' spending is concentrated between 101-300 yuan. Currently, the market concentration of China's bistro industry is relatively low, indicating a huge space for integration and branding in the industry. In the future, the potential of the sinking market is huge, and with the development of the economy and the improvement of consumption power, bistros are expected to further penetrate the lower-tier cities. Overall, China's bistro industry shows a strong development momentum and a broad market prospect. -
艾媒咨询|2021年中国白酒行业发展研究报告
本报告涉及的案例/品牌/企业:五粮液,唐庄酒业,观云白酒
iiMedia Research(艾媒咨询)数据显示,中国2021年中国白酒市场规模将达6434亿元,同比增长10.2%。数字化技术赋能白酒行业,助力企业降本增效,中国酒类新零售市场规模2021年达1363.1亿元。预计未来中国白酒行业发展稳定,营收和利润仍有较大空间,2025年将达9500亿元。经调研发现,中国白酒消费者中七成为男性,超六成为中高收入群体,消费者最喜好的前三白酒品牌分别是五粮液、泸州老窖、剑南春。艾媒咨询分析师认为,近年来中国酒类市场迎来新的变革,低度酒品类迎来了新的增长,消费群体以年轻人为主。2021年天猫双十一周低度购买人数增长超50%,年轻人占到60%。在“她”经济的驱动下,适合年轻女性饮用的低度酒同比增长46%,年轻女性成为酒类市场新的增长点。
According to the data of iiMedia Research, China's liquor market will reach 643.4 billion yuan in 2021, up 10.2% year on year. Digital technology can empower the liquor industry and help enterprises reduce costs and increase efficiency. The scale of China's new liquor retail market will reach 136.31 billion yuan in 2021. It is expected that China's liquor industry will develop stably in the future, and its revenue and profit will still have a large space, which will reach 950 billion yuan in 2025. According to the survey, seven of Chinese liquor consumers are male, and more than six are middle and high income groups. The top three liquor brands most favored by consumers are Wuliangye, Luzhoulaojiao and Jiannanchun. iiMedia consulting analysts believe that in recent years, China's wine market has ushered in a new revolution, low-alcohol wine category ushered in a new growth, the consumer group is mainly young people. In 2021, the number of low-priced shoppers on Tmall will increase by more than 50%, with young people accounting for 60%. Driven by the "she" economy, low-alcohol drinks suitable for young women increased by 46% year-on-year, making young women a new growth point in the alcohol market. -
艾媒咨询| 2020年中国酒类新零售市场研究报告
本报告研究涉及企业/品牌/案例:挖酒网,1919酒类直供,酒仙网
随着新零售概念普及,酒类新零售平台与传统酒类市场将趋于结合,该趋势也推动着中国酒类新零售市场规模和用户规模不断扩大。酒类新零售市场在2020年的规模约为1167.5亿元,预计2021年市场规模将增长16.8%至1363.1亿元。同时,酒类新零售平台通过发挥专业化仓储物流的技术优势,并加速线上线下渠道推广引流,进而优化用户购酒体验、强化用户线上购物习惯,因此行业用户规模有着一定的基础,2020年用户规模达到了4.63亿人。iiMedia Research(艾媒咨询)数据显示,46.4%的受访网民倾向于线上购买酒类商品,同时, 分别有51.7%和56.8%的受访网民认为价格优惠和正品保障是吸引他们到线上购买酒类商品的原因。酒类新零售平台融合线上、线下、物流的新零售模式成为激活零售市场的关键步骤,通过连接传统酒企和消费者,并发挥其渠道互通、数字化、场景化等优势特点,为消费者带来种类多、价格低、有保障的购酒体验,推动中国酒水行业步入新阶段。
With the popularization of the New Retai, the liquor-based new retail platform will combine with the traditional liquor market. This trend also promotes the continuous expansion of the market and user scale of China liquor-based new retail market. The scale of the liquor-based new retail market in 2020 is about 116.75 billion yuan, and it is expected that the market scale will increase by 16.8% to 136.31 billion yuan in 2021. At the same time, the liquor-based new retail platform optimizes users’ liquor purchasing experience and strengthens their online shopping habits by giving scope to the technical advantages of specialized warehousing and logistics and accelerating the promotion of online and offline channels. Hence, the user scale of the industry will reach 463 million in 2020. As the data of iiMedia Research showed, 46.4% of the netizens surveyed tend to buy liquor products online. Meanwhile, 51.7% and 56.8% of the netizens surveyed think that preferential price and authentic products guarantee are the reasons to attract them to buy liquor products online. The liquor-based new retail platform integrates the New Retailing model of online, offline and logistics, which has become a key step to activate the retail market. By connecting traditional liquor enterprises and consumers, and giving full play to the advantages of channel intercommunication, digitization and scene, the platform can bring consumers a multiple, low price and guaranteed liquor purchasing experience, and promote China's liquor industry into a new stage. -
艾媒咨询|2020年中国茶叶行业市场现状及用户调研分析报告
本报告研究涉及企业/品牌/案例:河南信阳县,贵州凤冈县,福建武夷山市,大益茶,天福茗茶,中茶,澜沧古茶,谢裕大,小罐茶
中国茶叶需求量逐渐增大,消费者对茶叶品质要求逐渐提高。iiMedia Research(艾媒咨询)数据显示,2021年1月,接近9成的受访网民是茶叶消费用户,接近4成有每天喝茶的习惯,茶叶成为人们生活中的刚需。部分省份将茶叶种植作为扶贫产业之一,进一步推动了茶叶行业的发展。同时,近年来茶叶的品牌意识开始增强,如大益茶、小罐茶、廊沧古
茶、中茶等茶叶国货品牌崛起。然而,总体而言,传统茶叶品类市场已经走到成熟阶段,市场竞争激烈,因而茶品市场新入局者需要不断打造新场景、新产品、新需求来突围。
The demand for tea in China is gradually increasing, and consumers' requirements for tea quality are gradually improving. As the data of iiMedia Research showed, in January 2021, nearly 90% of the netizens interviewed were tea consumers, and nearly 40% had the habit of drinking tea every day. Tea has become a just need in people's life. Some provinces regard tea planting as one of the poverty alleviation industries, which further promotes the development of tea industry. At the same time, in recent years, tea brand awareness began to strengthen, such as Dayi tea, xiaocan tea, Langcang ancient tea, Chinese tea and other domestic tea brands. However, on the whole, the traditional tea market has come to a mature stage, and the market competition is fierce. Therefore, new entrants to the tea market need to constantly create new scenes, new products and new demands to break through.
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