It is worth noting that with the admission of young consumers, the wine industry has ushered in a number of segmentation opportunities, and keen capital has already begun to layout.
New type liquor is one of the important places of capital bet. Jiangxiaobai has long been supported by star capital such as Sequoia, Hillhead, IDG, black ant capital, Tiantu capital, etc. behind the new liquor brand, there are also weight capital such as Hillhead venture capital, source code capital and Yuansheng capital.
The rapid development of low alcohol drinks has also won the favor of many capitals. According to the cvsource investment data, Jingwei China has invested tens of millions of dollars in the new fruit wine brand missberry berry sweetheart, and Zhenge fund has invested hundreds of dollars in low alcohol wine brand likoubai. Behind the green plum wine brand Bingqing, there are many institutions supporting it, such as Jingdong Qianshu capital, junyang capital and Baohai investment.
It seems that the young people are ready for the battle of slight drunkenness in their glasses.
After 90, the new main force of wine market
How much do young people like to drink?
Big wine is once or twice a month, and small wine is quite common, about two or three times a week.
Rachel, born in the 1990s, is an investment manager in the war and Investment Department of a company in Shenzhen. He is in an investment industry with bright surface but high pressure and anxiety. Want a drink is usually a common thought in Rachels mind after a busy day. It is not only an effective way to relieve pressure, but also a daily lifestyle like eating and sleeping.
Tmall beverage online consumption data report shows that the post-90s young consumers are gradually growing into the main driving force of online beverage consumption. Offline, restaurants and bars are the two biggest consumption scenarios for drinks, and the contribution rate of the post-90s generation has reached 60%.
This generation of young people not only love to drink, but also drink in various and interesting ways.
In the summer of 2020, Jay Chous mojito once set off an upsurge of self-made mojito wine by netizens, and several e-commerce mojitoki liquor was sold out of stock. Lee tiktok also brought numerous netizens to brew wine with a meet the eye everywhere.
Xie Yiran, a post-90s girl, is also one of the young people who are willing to make their own drinks. Her refrigerator is filled with all kinds of foreign wine such as gin and rum all year round, and her mixing tools are also very complete. In the days when he doesnt work overtime, Xie Yiran occasionally makes a cup of bedtime wine for herself. The wine mixing process is interesting and decompressed by adding fresh lime and mint leaves.
There are not a few young people who know how to mix wine. According to tmall Globals young peoples foreign wine consumption report, more than half of the 18-29 year-old young people will buy different kinds of foreign wine based liquor on the platform of tmall international, and choose the most suitable imported bubble water, soup water and functional drinks to drink.
It is worth noting that in the context of consumption dominated by happy self, this generation of young people pursue drinking is happy. The demand of drunk drinking is being abandoned by young people, and healthy drinking has become the consensus of young people.
In this appeal, the wine list of young people is also quietly changing.
In an interview with a number of post-90s and post-95s, touzhong.com found that low alcohol liquor, which is easier to import, is more popular. For example, craft beer, fruit flavored sparkling wine, golden wine, liqueur and other foreign wine that can be mixed and strong are common choices for young people interviewed.
According to Roland Berger, beer accounts for 52%, wine 13%, premix 11%, flavored beer 7%, and liquor only 8%.
Young people are not very popular with high-grade liquor, which makes the traditional liquor market giant liquor slightly embarrassed. In recent years, the post-90s do not like to drink liquor is everywhere. Not long ago, the former chairman of Maotai said that young people who dont drink Maotai are ignorant set off a heated discussion at station B and Zhihu.
Li dongkun, an investor in liquor brand incubation, believes that this phenomenon more reflects the different consumption habits of two generations of consumers.
The last generation of the post-90s generation is basically the post-60s and 70s. Their concepts are relatively traditional, with poor logistics foundation, blocked information exchange, few choices of alcohol consumer goods, and weak purchasing power. In addition, the traditional cultures foil effect on liquor has created such values as liquor is national liquor , liquor represents Chinese culture , giving valuable liquor has face and so on Liquor consumption market and consumption habits, said Li dongkun.
Nowadays, young peoples ways and values of wine and drink are more three-dimensional and rich. Post-90s consumers who pay attention to personalization will pursue different types of wine and drink..
The cup of youth, the battlefield of capital
According to Wang Huadong, partner of Jingwei China, the wine market is ushering in three trends: first, the trend of online is increasingly obvious; second, consumers acceptance of new brands is gradually increasing; third, the industry will generate brand opportunities based on segmentation of the population.
In fact, several market opportunities dangling in the young peoples wine glasses have already stirred up capital.
Since 2020, although liquor production and sales continued to decline, young people do not drink liquor controversy, but the liquor plate is quite popular in the secondary market, and the primary market has also made frequent moves on the liquor track.
Jiangxiaobai is the most famous liquor brand for young consumers. In September 2020, Jiang Xiaobai announced the completion of a new round of c-round financing. Previously, some media reports said that the valuation of jiangxiaobai after c-round investment may exceed 13 billion yuan. Jiang Xiaobai, who specializes in youth wine for young people, has long attracted star capital such as Sequoia, hillhood, IDG, black ant capital and Tiantu capital.
In 2020, the company announced the completion of RMB 100 million of capital investment in new type Lingshan liquor brand. Kaishan liquor is positioned as a new Chinese liquor, aiming at the consumers who are in the taste development period after 80 and 90, and the hillhood capital and source code capital have been continuously added.
In addition to the 100 billion level liquor market, fruit wine and other low alcohol drinks are also favored by capital.
According to cvsource investment data, Miss berry, a fruit wine brand that has been ranked No.1 in the category of tmall fruit wine for three consecutive months, recently received tens of millions of financing from Jingwei Chinas exclusive investment; likoubai, a low alcohol liquor brand, has received millions of dollars from Zhenge fund; Bingqing, a green plum wine brand, has completed a + round of financing, with the backers of Jingdong Qianshu capital, junyang capital and Bao Shanghai investment, German business capital and Qianzhang capital, etc.
Low alcohol drinking has reached the night before the outbreak
According to the data of tmall, fruit wine and pre mixed wine are the fastest growing wine categories of tmall, with a rapid growth rate of about 300% every year.
Tiktok China investment manager Li Chao Cen to Zhong net said that low alcohol products are usually priced at a lower price, packaged beautifully, without any addition to the main health, and are guided by a certain lifestyle. It is very suitable for promoting micro-blog, jowl, Xiao Hong, and live broadcast channels. u3002
Li chaocen analyzed to zhongtou.com, at present, there are mainly categories of pre mixed wine, fruit wine and rice wine in this track. In addition to the high market share of brand Rio in the pre mixed wine, the categories of fruit wine and rice wine are relatively scattered, and there is no large company with brand power for the time being. But on the whole, the low alcohol wine industry has the potential to grow 1-2 billion revenue volume companies. .
Fengrui capital pointed out in the report the age of slight drunkenness: where are the opportunities for entrepreneurship of low alcohol alcohol that in the long run, some of the market share of beer will be replaced by low alcohol products such as alcohol essence bubble water or low alcohol pre mixed liquor. Referring to the development track of such products in the U.S. and Japan, this is expected to happen in the next decade. For the screening of low alcohol drinking projects, Jingwei China has the following three criteria: first, it has strong ability in product research and development, supply chain management and quality control; second, it has the ability to grasp the online flow bonus and channel dividend, so as to grasp the maximum dividend in the process of Taoxi outbreak; third, it should have the experience and ability to do offline catering channel and circulation channel. The taste of young people is always unpredictable, but the battle of drunkenness in the glass seems to be on the way. Source: interface news editor: Zhang Mei_ NF2100
Fengrui capital pointed out in the report the age of slight drunkenness: where are the opportunities for entrepreneurship of low alcohol alcohol that in the long run, some of the market share of beer will be replaced by low alcohol products such as alcohol essence bubble water or low alcohol pre mixed liquor. Referring to the development track of such products in the U.S. and Japan, this is expected to happen in the next decade.
For the screening of low alcohol drinking projects, Jingwei China has the following three criteria: first, it has strong ability in product research and development, supply chain management and quality control; second, it has the ability to grasp the online flow bonus and channel dividend, so as to grasp the maximum dividend in the process of Taoxi outbreak; third, it should have the experience and ability to do offline catering channel and circulation channel.