Decoding the contemporary young people's view of drink consumption consumption strength is not vulgar reason and personality coexist.

Youth is an important development direction of the wine market in the future, with the consumption of alcohol after 70, 80 to reach a new height, with great potential after 90, 95 is becoming the main force of wine consumption. What kind of wine do young people who are the focus of the market like to drink, where do they get used to buying wine, and where do they like to drink more?
September 9th, CBNData released the 2020 Young People's Drink Consumption Insight Report (hereinafter referred to as the Report), which provides a comprehensive insight into the post-90s and post-95s drink consumption outlook through CBNData Consumption Big Data.the rapid rise of new powers continues
The Report features three key words to paint a picture of the changing younger generation of drink consumers represented by the post-90s and post-95s.young "her strength" can not be ignored in the past year, female consumers continue to integrate into the online liquor market, "her power" in the younger generation of drink consumers more prominent. According to the report, in terms of overall age composition, female consumers have accounted for half of the population after the 90s and 95s. Even after the 90's, the number of female consumers exceeds that of men, and the growth rate of female consumers after 90 and 95 is significantly higher than that of male consumers.Seeding the depth of urban youth and small-town youth consumption The report shows that among young drink consumers, small-town youth are the largest group of consumers after the 90s and 95s, and the number of consumers is still growing at a high rate. At the same time, urban youth consumption is still deepening, especially in the first and second-tier cities after 90, 95 young people's drink consumption to high frequency, quality direction.high level of drinking consumption among college students the charm of drinking has entered the university campus, and the group of college students has gradually become an important force for young people to consume alcohol online. In the campus they are not stingy in the consumption of alcohol, college students drinking water unit price consumption level is rising at a high speed, the level of wine unit price in the past year exceeds the overall 90, 95 after.
the rise and strength of female consumers, small-town youth, college students, so that the drinking population has been greatly expanded, the industry generally believes that this change will have a profound impact on the future pattern of alcohol consumption.drink more alcohol is healthier
through big data, the report also reveals new features of drinking among young people.multi-subdivision
this generation of young people for the exploration of the world of wine unprecedented enthusiasm, young people's drink consumption rich and diverse, liquor, wine, wine in the young people's wine list occupied the top three seats. In addition to traditional liquor, young people are also willing to try a variety of wine categories, Asian flavor of sake and cider, European and American characteristics of foreign wine, are sought after by young people.
, young people have become the new engine of growth in the liquor market, and their love of liquor seems to exceed industry expectations. "Report" shows that although the proportion of liquor consumption is not as high as the elderly, but after 90, 95 after the per capita consumption level of liquor has been rising, after 90 per capita consumption has exceeded the overall level, 95 after the "speed up catch-up." And each region has formed a preference for liquor flavor. According to the report, young people in the South prefer the aroma of sauce, while young people in the North prefer strong white wine.
In addition, in recent years, young people in particular appreciate the rich taste level of wine, Lijiao wine, pre-seasoned cocktails, the two blend of a variety of tastes of foreign wine is particularly favored by young people, consumption heat is on the rise.
for beer, young people's passion is focused on craft products. According to the report, craft beer consumption is growing faster than the overall beer industry, with younger beer lovers more generous for the refined experience and higher single consumption of craft beer.the new trend,with the addition of many new brands, the wine market brand selection boundaries are constantly broadened. According to the report, a number of niche brands with personality, face value and fashion sense, through product design to convey their own brand's cultural style, attracting young consumers who love to taste new.
the market heat of online red wine has not been affected by the outbreak, by social media, KOL and film and television works with the impact of goods, online red wine, wine and other categories by the young market attention. In addition, as the joint culture continues to extend and penetrate, many wine brands continue to make creative efforts to create joint ventures, by the younger generation of favorites.
wine market joint cooperation continues to break the wall, Luzhou old cellar co-named Zhong Xuegao launched "pieces" ice cream, drunk goose lady hand in hand with The Forest to launch a limited gift box ... From this point of view, the wine brand itself is also trying, and strive to collide with all walks of life to generate inspiration and creativity, the trend of new play, new drinking methods into the market, and further help the market younger.sweet fruity
at present, young people are still at an entry level in wine tasting, more love soft taste. Sweet and delicious white wines have become increasingly popular with young people in recent years, with beer joining the fruity wine camp and multi-fruity flavours becoming an option for more young people, according to the report. young people' drinking concept is more rational and healthy than the previous "drunk" drinking. Different from the previous wine table "not drunk not return" "one drunk side rest", micro-drinking is the younger generation of "self-healing" cure. Under such a rational drinking philosophy, young consumers continue to lead the health microcosm boom, preferring low-level alcohol. In the past two years, low alcohol, alcohol-free beer in the young wine market stable development, by young women and some first-time tasters love, wine market audience further expanded. wine gifts, collection is the mainstream demand
in the eyes of young people, wine gifts, collection is their mainstream needs, is an important part of social etiquette. The report shows that behind the drink-giving scenes of young people, there is a lot of thought behind them, and they seek recommendations by asking everyone. In the collection scene, the young people's choice is more independent, and the wedding and family banquet scene, the young people's consumption is also more rational consideration.
it's worth noting that young people seem to be better at casting their votes to choose the appropriate drinks based on the scene, so the choice of drinks gifts is divided. With the 90's, 95 after stepping into society or establishing a family, its own label more diversified, in the face of diverse social relations, there are more gift-giving demands.
from clothing, cosmetics, leisure food and other categories in the live market after the harvest flow, liquor categories are also constantly mining the value of live marketing.
Since 2020, the wine live scene has reaped significant traffic dividends, although February was affected by the outbreak, since March the wine live market rebounded strongly, its audience has also become relatively young, after 90, 95 after the proportion of viewers increased. Young consumers in the live scene also have a greater sense of participation, gradually try to place an order, in recent months, young consumers through the live channel conversion rate has steadily increased, beer, wine and cider is the 90,95 live scene of the most mainstream three categories, in addition to beer and wine categories in the live conversion of the performance of the corresponding more prominent, more able to stimulate young people's enthusiasm for consumption.
Although young people are still in the "starter" in the matter of drinking, but their good consumption strength, vigorous consumer demand, rationality and personality coexisting consumption attitude is constantly tapping the traditional pattern of the wine market, opening up the next era of drinking.
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