艾媒咨询 | 2024年中国白酒行业发展状况及消费行为调研分析报告

中国白酒行业近年来经历了显著的变革与调整，不仅承载着深厚的文化内涵，也逐渐现代化和全球化。随着全球化进程的推进，白酒这一极具中国特色的酒类产品正逐步走向世界。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年中国白酒行业发展状况及消费行为调研分析报告》数据显示，在消费者了解白酒相关信息渠道调查中，电商平台（淘宝、京东等）占比最高，达到54.22%，艾媒咨询分析师认为，电商平台作为白酒销售和信息传播的重要渠道影响力日益增强，对白酒的推广和市场营销具有重要作用。中国白酒行业在传承中发展，在挑战中寻求机遇，展现出前所未有的生机与活力。Chinese liquor industry has undergone significant changes and adjustments in recent years, which not only carries profound cultural connotations, but also gradually modernizes and globalizes. With the advancement of globalization, liquor, a very Chinese characteristic wine product, is gradually going to the world. According to the latest "2024 China baijiu industry development status and consumer behavior research and analysis report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, e-commerce platforms (Taobao, Jingdong, etc.) account for the highest proportion of consumers in the survey of baijiu related information channels. It reached 54.22%. Analysts of IIMedia Consulting believe that the influence of e-commerce platforms as an important channel for liquor sales and information dissemination is increasing, which plays an important role in the promotion and marketing of liquor.

艾媒咨询 | 2023年中国新锐企业家白酒消费洞察白皮书

中小微企业已成为中国数量最大的企业群体，是中国国民经济的重要支柱。该群体具有较高的收入且商务社交频繁，对白酒需求量大，是白酒消费市场的主力军。iiMedia Research（艾媒咨询）调研数据显示，在白酒香型偏好上，30.8%的白酒消费者偏好酱酒；在商务宴请场景中，新锐企业家最常喝酱香型白酒（48.5%）。随着核心消费人群传播能力和示范效应的扩大，酱酒的市场容量和消费人群仍在持续增长中，酱香型白酒成为行业大单品。

艾媒咨询 | 2023-2024年中国酒类行业发展状况与竞争态势分析报告

随着中国酒水行业发展愈加成熟，行业企业将继续加快产业结构调整和产品升级调整步伐，围绕“去产能+高端化” 转型。酒水市场竞争也由拼市场时代进入精耕利润时代，稳固大众市场，深耕中高端市场，优化产能，品质至上和价值回归将成为未来酒水企业发展的主要方向。

艾媒咨询｜2022-2023年中国冰淇淋行业消费趋势监测与案例研究报告

随着国民经济水平的不断提高以及消费能力的增强，消费者对于休闲食品的消费意愿不断上涨，我国冰淇淋行业市场规模逐年扩大。不光老牌冰淇淋品牌在不断推陈出新，联合IP进行跨界联名，其他行业企业，如新茶饮、餐饮、白酒也跨界进入冰淇淋行业，使整个冰淇淋行业更加多元化，也不断刺激消费者的购物欲望。

艾媒咨询｜2022年中国西式快餐行业研究报告

随着生活节奏的加快，西式快餐以方便、快捷、省力及美味的特点，日益受到人们的青睐。数据显示，2020年中国餐饮规模增长速度有所下降，但疫情对西式快餐行业的影响较小。2021年中国西式快餐市场规模为2800.7亿元，预计2022年达3201.2亿元。

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.

艾媒报告|2020-2021年中国酒类行业发展状况与竞争态势分析报告

本报告研究涉及企业/品牌/案例：张裕集团，通葡股份，青岛啤酒，重庆啤酒；其他提及企业/品牌：贵州茅台，五粮液，泸州老窖，洋河股份，华致酒行，中粮酒业，山西汾酒，百威，威龙葡萄酒，酒鬼酒，哈尔滨啤酒，福佳，雪花啤酒，燕京啤酒，喜力，凯旋1664，科罗娜，爱士堡，奔富，长城，拉菲，张裕，黄尾袋鼠，杰卡斯，干露，智象，王朝，桃乐丝，古井贡酒，今世缘，顺鑫农业，口子窖，水井坊，迎驾贡酒，老白干酒，舍得酒业，金徽酒，伊力特，青青稞酒，金种子酒，ST岩石，ST皇台，青花汾酒，舍得，洋河梦之蓝，沱牌系列，口子窖，老白干青花，今世缘，金徽酒，通葡股份，西部创业，通天酒业，ST中葡股份，莫高股份，楼兰酒庄，怡园酒业，伊珠股份，芳香庄园，珠江啤酒，重庆啤酒，惠泉啤酒，兰州黄河，ST西发等。

2020年1月15日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国酒类行业发展状况与竞争态势分析报告》。报告根据艾媒咨询商业情报数据库、北极星互联网产品分析系统、艾媒商情舆情数据监测系统基础数据，将青岛啤酒、重庆啤酒、通葡股份、张裕集团、贵州茅台、五粮液、泸州老窖、洋河股份等酒类上市公司作为典型案例进行商情分析，深入研究中国三大酒类商业运作模式。iiMedia Research(艾媒咨询)数据显示，2019年1-11月规模以上企业白酒产量698.0万千升(折65度，商品量)，同比增长0.5%;啤酒产量3524.7万千升，同比增长1.0%;葡萄酒产量37.2万千升，同比下降12.1%。葡萄酒产量出现显著下滑，与进口葡萄酒的竞争和挤压有关。
The report includes Tsingtao Beer, Chongqing Beer, Tongpu, Changyu Group, Guizhou Maotai, Wuliangye, Luzhou Laojiao, Yanghe As a typical case, listed liquor companies such as stocks conduct business analysis, and in-depth study of China's three major liquor business operation models. According to data from iiMedia Research, from January to November 2019, the liquor production of enterprises above the designated size was 6.978 million kiloliters (65 degrees off, commodity volume), a year-on-year increase of 0.5%; beer production was 35.247 million kiloliters, a year-on-year increase of 1.0%. ; Wine output was 372,000 thousand liters, a year-on-year decrease of 12.1%. The significant decline in wine production is related to competition and squeeze from imported wines.

艾媒报告|2019酷我音乐《榜样阅读》社会影响研究报告

目前明星阅读类节目能通过多种渠道进行传播，其传播内容价值正面，且明星进驻进一步吸引粉丝观众，受众规模不断扩大。以《榜样阅读》为代表的明星阅读类节目，由于在主流价值传播和对社会影响方面具有重要意义，未来仍将保持较强活力。《榜样阅读》节目主要针对年轻人群，且节目嘉宾均为年轻粉丝占比高的优质青年偶像，能更好地对青少年人群发挥表率作用。通过明星朗诵的形式对优秀文化进行传播，能有效宣扬正面价值观。

At present, celebrity reading programs can be spread through a variety of channels, and the value of the content is positive, and inviting the celebrities for reading further attracts fans and the audience size continues to expand. The celebrity reading program, represented by “Bangyang Reading“, will remain strong in the future due to its significance in mainstream value propagating and social impact. As the data of iiMedia showed, the potential audience for celebrity reading programs in 2018 exceeded 300 million. 44.7% of the netizens surveyed expressed their preference for celebrity reading programs, among which the proportion of netizens who said they liked it was 10.3%. The proportion of respondents who expressed satisfaction with the celebrity reading program accounted for 81.0%. The Post 90s and 00s audience of “Bangyang Reading“ accounted for 90.2%. Among the interviewed audience of “Bangyang Reading“, 47.7% prefer to watch the episodes of their favorite celebrity. The “Bangyang Reading“ program aims at young people, and the celebrity attended on the shows are high-quality young idols with a high proportion of young fans, who can set a good example for the youth population. The propagation of excellent culture through the form of celebrity reading can effectively promote positive values ​​and easily gain high social appraisal. The essence of celebrity reading programs is the propagation of excellent literary culture. As the celebrity guests have a high influence on young people, the program needs to pay more attention to its image and representative spirit in selecting guests. The trend of multi-channel fusion communication will be more obvious in future celebrity reading programs, and its application scenarios will be more extensive.

艾媒报告 |2018-2019中国白酒产业研究与商业投资决策分析报告

艾媒咨询数据显示，2018年中国白酒产量增速趋于稳定，贵州茅台、五粮液、洋河股份三大白酒行业巨头公司的净利润稳居前三，利润占比明显，头部效应显著。中国线上白酒消费群体主要集中在25-40岁之间，占总人数78.4%，其中31-35岁的消费者最多。名酒竞争激烈，电视综艺与网络综艺成为营销新方向。

As the data of iiMedia Research showed, the growth rate of liquor production in China tends to be stable in 2018. The net profit of Guizhou Maotai, Wuliangye and Yanghe Liquor Industry giant companies ranks in the top three, with a significant profit proportion and a significant head effect. In China, online liquor consumers are mainly between 25 and 40 years old, accounting for 78.4% of the total, of which 31-35 years old is the most. Famous liquors are facing fierce competition, and TV and Internet entertainment have become new marketing directions.