What is the first drink a young man drinks?

  After 1995, Wang Hao (pseudonym) remembered that the first drink he drank was Baijiu.

On the wine table of my parents, the spicy taste left a bad impression.

After gathering with friends, Wang Hao basically drank beer.

  32-year-old Lin Ke (pseudonym) instructed employees to load pieces of low-alcohol alcohol into the truck.

"The factory has already transformed into the low-alcohol market. After all, low-alcoholization may become an industry trend in the future." Lin Ke was very proud of his decision to insist on changing the track despite the opposition of his family.

  Earlier on January 10, the Ministry of Industry and Information Technology issued a "Guiding Opinions on Accelerating the Construction of the Modern Light Industry System (Draft for Comment)", which sparked heated discussions in the liquor circle.

Among them, the news of "developing diversified, fashionable, personalized, and low-alcohol liquor products for young consumer groups and foreign consumer groups" has fully activated many brands in the industry that focus on low-alcohol liquor.

  According to data from the National Bureau of Statistics, the production of liquor in 2021 will drop by a full 47.3% from the peak in 2016, almost halving in five years.

  A number of new wine brands cannot compete with famous wines in the traditional wine industry.

If you want to survive, you have to find another way.

In the new low alcohol market, everyone is on the same starting line.

Can new brands reconstruct the value system and industry voice in this track?

 Behind the 5-year halving of liquor production: young people out of favor?

  Lin Ke's family has been making wine since their grandfather's generation and has a small winery in Guizhou.

  Unlike his parents, Lin Ke was unwilling to produce high-grade liquor after taking over.

In his opinion, young people prefer liquefied low-alcohol liquor.

For this reason, he had several disputes with his father, "My father's generation was relatively conservative, and felt that the higher the degree and the spicier it was, the more savory liquor could be shown, but young people who are now pursuing a healthy lifestyle are more likely to enjoy liqueur and low-alcohol liquor. "

  "I was hesitant before. Now I have made up my mind to focus on the low-alcohol liquor market." Lin Ke, who had been busy for a day in the brewing workshop, took off his gloves and told the Beijing News Shell Finance reporter, "After all, the future development trend of the liquor market is likely to be directed towards this Orientation offset."

  A piece of advice from the Ministry of Industry and Information Technology gave Lin Ke the confidence to make a complete transformation.

In the "Guiding Opinions on Accelerating the Construction of the Modern Light Industry System (Draft for Comment)", the Ministry of Industry and Information Technology proposed that "for young consumer groups and foreign consumer groups, develop diversified, fashionable, personalized, and low-alcohol liquor. product".

  Once the "Draft for Comments" was released, it immediately aroused heated discussions in the liquor circle.










  Affected by this trend, the low-alcohol market may explode in the future.

In order to win over these young consumers, more and more traditional wineries naturally began to shift their development direction to the low-alcohol wine market.

 New brand misunderstanding: low-alcohol liquor is not a low threshold

  "Many people think that reducing the degree of liquor is a low-alcohol liquor, which is wrong," Lin Ke told reporters.

In his view, some low-alcohol wine brands focus on marketing packaging, relying on Internet celebrity advertisements to advertise, ignoring the quality control of low-alcohol wine.

  Before the introduction of the Ministry of Industry and Information Technology's guidance, many companies had already set foot in the field of low-alcohol liquor.

  Previously, the field of traditional liquor was firmly controlled by many well-known brands, and it was difficult for new brands to break the barriers.

As a last resort, new players can only find another way to change the track, hoping to use low-alcohol liquor to achieve corner overtaking.

  In 2011, Chongqing liquor brand "Jiang Xiaobai" began to cut into the low-alcohol liquor market.

According to Tao Shiquan, its founder, in an interview with reporters earlier, the company has done tens of thousands of surveys in the early days of its founding, and the feedback shows that the greatest common divisor of user needs is low-level and profitable.

  In response to the fact that young users do not like the characteristics of high-degree liquor, Jiang Xiaobai adjusted the degree to a lower-degree liquor that is more pleasing to the taste.

Although it was once questioned by the industry as "nondescript", it is undeniable that this product, which is completely different from traditional liquor in both shape and taste, brings a touch of freshness to the market.

  Jiang Xiaobai's attempt has made many new brands in the market seem to see the direction of breakthrough.

  For a time, a number of low-alcohol liquor brands emerged on the market.

These new players have come up with their own unique strategies in marketing and promotion. They not only "draw a clear line" from traditional liquor in bottle design, but also abandon the traditional "red and gold" color scheme of liquor and choose a more cool packaging design. They also actively cross-border and trendy Brand, animation and other IPs to create co-branded models, hoping to win the recognition of the young market.

  "The unique consumption outlook and values ​​of young consumers have prompted liquor brands to rebuild the standard system." An industry insider told reporters, "In terms of brand building, product building, and marketing models, it is necessary to cater to this group, and it is possible to obtain success."

  But embarrassingly, the market has not accepted this kind of low-degree liquor for a long time, and many consumers even questioned its taste and quality.

  "I have tasted a variety of low-alcohol liquor before, and found that although it is delicious, it does not feel like wine." A traditional liquor lover said, "It's a bit like 'water is not like water, and wine is not like wine'."





















  The dilemma of liquor going overseas: the overseas popularity of domestic TV series brings opportunities

  The Shell Finance reporter noticed that the "Guiding Opinions" also mentioned "encouraging the liquor brand industry with strength and Chinese cultural characteristics to 'go out'".

But unfortunately, it is difficult to open the door to the overseas market for liquor, which is the mainstream in domestic sales.

  "It's not that liquor brands are reluctant to 'go out', but it's too difficult to go overseas," Lin Ke told reporters. "Countless brands have been eager to enter this market over the years, but few have really succeeded."

  Shell Finance reporter learned that Chinese liquor is quite well-known in the world of wine.

Together with brandy, whisky, vodka, rum and gin, it is also known as "the world's six most distilled spirits".

According to media reports, the annual sales of liquor is about 600 billion yuan, accounting for 22% of the global sales of spirits, second only to whiskey, which accounts for 24%.

  Embarrassingly, foreign consumers still have limited awareness of liquor, and the overseas market for liquor has not yet broken through the Chinese consumption circle.

According to a report released by the China Alcoholic Drinks Association, the domestic production of liquor above designated size in 2020 will be 7.407 million liters, but the export volume of Chinese liquor is only 14,000 liters, accounting for only 0.19% of domestic production.

  Over the years, Chinese liquor brands have been working hard to break into the international market.

Including Moutai, Wuliangye, Shede and other brands have tried to break into this field.

The reporter learned that Moutai has launched international presentations such as "European Tour" and "Africa Tour", Wuliangye and Swarovski have reached a cooperation, and Shede even created the song and dance drama "The Fragrance of the Great Country", which will be used in dance, poetry, drama and other forms of liquor. Culture spreads through performances in many cities across the United States.

In addition, there are other brands who have tried various ways to go overseas, but none of them seem to find the key point of "breaking the game", and very few succeed in the end.

  "Each country has its own 'wine culture', coupled with factors such as differences in taste at home and abroad, it is difficult to change export standards and trade barriers." Industry insiders told reporters that the difficulty of liquor going to sea lies in the lack of an international standard system and wine. The evaluation system is not conducive to the establishment of consumer awareness in the process of internationalization.

  "Liquor itself has various flavors such as 'clear, strong, and sauce', and it is much more complex than whisky, which makes it difficult for foreign consumers to distinguish." Lin Ke analyzed, "In addition, the value system of liquor is relatively chaotic, such as Although there are many concepts such as production area and year, there is no unified standard, which also hinders consumer awareness.”

  Although the road ahead is difficult and dangerous, more and more brands have begun to study the ice-breaking road of their peers, hoping to learn from them.

  "Take Korean shochu and Japanese sake as an example. The popularity of Korean dramas around the world has made shochu that often appears in dramas aroused the interest of drama fans, and 'shochu popularity' has emerged around the world; and Japan, which represents sophistication, Sake has also been popularized with the popularity of Japanese food overseas." Yang Fei said, "Baijiu can also be matched with Chinese food culture to make 'baijiu with Chinese food' a cultural symbol unique to China, and then drive overseas The market's consumption of liquor."

  Brands of low-alcohol alcohol who are not willing to indulge in involution also turn their attention to overseas markets.

  "The problem of high-alcohol liquor going to sea does not mean that low-alcohol liquor will encounter a similar situation." Yang Fei is planning to build an overseas marketing team. In his opinion, fruit wine does not have "clear, strong, sauce" classification, which will not cause recognition. Knowing the problem, and the slightly sweet taste is also suitable for all young people's tastes, "Young people overseas also enjoy slightly drunk indulgence, maybe low-alcohol wine is more suitable for going to sea."

  In addition, Chinese TV dramas have also become popular overseas in recent years, especially in Southeast Asian markets such as Thailand, the Philippines, and Vietnam.

Some Xianxia dramas, historical dramas, and emotional dramas have also begun to have many foreign fans.

Hanfu, Chinese food, etc. began to arouse the interest of drama fans, and Chinese liquor also has the opportunity to go global like Japanese sake and Korean soju.

  What has boosted the confidence of domestic brands is that in January 2021, the official English name of Chinese liquor was changed to "Chinese Baijiu", which enhanced the awareness of overseas markets; The entry into force of the Cooperation Agreement has also brought 11 Chinese liquor geographical indications such as Moutai and Wuliangye into the protection scope of the EU, which will help liquor companies to explore the international market.

  "Alcohol is an integral part of cultural output. Although the current policies and the efforts of brands will not be immediate, with the growth of China's global influence, more and more liquor brands will inevitably appear in overseas markets in the future. " said Lin Fei.

  Beijing News Shell Finance reporter Qin Che