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The outbreak has many effects on alcohol consumption, will these effects subside as the situation improves? As an important part of liquor consumption, what trends will liquor consumption show?The "Report on Liquor Consumption Trends in the Post-Epidemic Era" issued by Zhimeng Consulting points out 8 trends in the consumption of liquor in the future.
is that "rationality" will dominate consumption expectations after the outbreak.
has curbed people's out-of-home dining and party consumption, and the scene at home has changed many people's consumption philosophy.
report shows that the outbreak has led to a reduction in disposable income and increased job uncertainty for many people.
"rational" will dominate post-epidemic consumption expectations.
source pixabay ii is that the brand effect is more prominent, famous wine brands will continue to lead consumption.
Because of the traditional offline consumption restrictions, the outbreak still retains the drinking behavior of liquor consumers, brand choice is actually further narrowed, most people at home can only sing wine with their families, so the brand choice is more focused.
from the liquor sales data released by various e-commerce platforms, some head brands, during the outbreak did not fall back up.
but it's worth noting that brands don't just mean "famous".
survey shows that many consumers judge famous wines by their brand's long history and culture, the taste comfort of liquor, and whether they have been certified and evaluated by the state authorities.
is that there is still a huge room for growth in mid-range liquor after the outbreak.
with the return of rational consumption in the latter stages of the epidemic, consumers will pay more attention to the cost-effectiveness of liquor, 100-400 yuan price of liquor consumption market shows greater potential.
at the same time, the report shows that the market space of 200 yuan or less is concentrated in the 60,70-year-old-based mature-age groups and the new 95-year-old society after entering society, while 100-300 yuan of liquor market is concentrated in the post-80;
can be seen, because 80, 90 has become the main consumer population, after the outbreak, 100-300 yuan of liquor consumption market potential is greater.
fourth is the health concept to drive the quality of liquor consumption upgrade.
the impact of the outbreak, consumers from "passive protection" to "active health", which also allows all industries and categories to usher in and "health concept" integration opportunities.
is the consumption scene from "single" to "multiple".
drinking scene will no longer be confined to banquets and parties, the value of family drinking continues to climb, welcomed after 70s and 80s, and the value of individual discretion is beginning to stand out, popular with young groups such as the post-90s.
is the new consumption value from "communicative reward" to "emotional expression".
for consumers, liquor not only has family ties and social attributes, but also has highly related value attributes, such as personal "emotional expression."
seven is the era of segmentation driven positioning and concept of group segmentation.
, the brand concept of the liquor industry emphasizes the fragrance type, the process.
these concepts, the concepts of soft taste, natural fragrance, Chen Xiang and so on have become the main elements to impress consumers.
but the study found that product concepts that different consumer groups preferred were very different.
different generations have different preferences for brand concepts, after 60 more preference for "raw pulp", after 70 more preference for "natural fragrance", after 80 more preference for "soft", after 90 is the pursuit of more diversity.
is the digital upgrading of channels, liquor into the online and offline fusion era.
offline supermarkets, nearby shops are the main channels for consumers to buy liquor before and after the outbreak, online channels bear the main brand sales force, online channels also by virtue of its low price, easy to buy and other advantages show great potential, community group purchase, WeChat telephone ordering, e-commerce takeaway platform purchase, WeChat brand small programs and other multi-line channels, are consumers preferred online purchase channels.