Mr. Li Ning's layout of rice wine twelve readings

Flower finance

Mr. Li Ning sells rice wine!

According to sources, Mr. Li Ning, the founder of Li Ning brand, officially entered the rice wine industry, investing and launching "twelve readings" rice wine.

From athletes to creating sports brands, from New York Fashion to China Li Ning, from Li Ning Sports Park to LNG E -sports Club, from QQ Hyun Dance to NFT boring apes. Played the results.

What kind of new spark will Mr. Li Ning enter the field of rice wine this time? It is quite anticipated.

Follow the trend, grab the first rice wine of young people

In recent years, various creative new wine and drink brands have emerged endlessly, loved by capital, and loved by young consumers. Among them, low -degree drinking is more enthusiastic. IIMEDIA Research data shows that from 2017-2021, China's low-end wine sales market maintained a high-speed growth trend as a whole, and it is expected to exceed 500 billion yuan in 2022.

The vast market prospects have caused the giants to join one after another, which attracts the favor of many investors. The "Low Tide Drinking Trend Report in 2022" shows that according to incomplete statistics, in the first quarter of 2021 to 2022, the low wine track occurred in total. More than 50 financing.

It is worth noting that in the increasingly crowded track, the growth of plum wine, tea, soda, rice wine and other categories has increased significantly, and rice wine is a body of about 15 degrees. The market market is still absent.

The vast market gap has created an innate advantage for the enrollment of rice wine brands. Whoever can poke the needs of young people first, who can grab the first rice wine of young people! The track that allows traditional culture to run through the young people is also the new consumption play that Li Ning is good at. Therefore, Mr. Li Ning's enrollment of the twelve reads of rice wine also gives the industry more room for imagination.

Cultivation circle, national rice wine renewed at the time

In the public impression, rice wine should be very traditional. However, the bones of rice wine are very trendy. For thousands of years, there have been literati and princes in each era.

In recent years, the Palace Museum's cultural and creative heat, "National Treasure" fire, Henan Satellite TV's circle, "only this green and green" swipe the screen ... behind the support of young people. The younger generation has a natural favor for Chinese culture. Laojiu, as a representative of traditional Chinese culture for thousands of years, has a full advantage and is waiting for being awakened and renewed. Rice wine is young and fashionable.

Expand the scene, and the puppet rice wine is promoted to the top

Data show that low-degree consumers are distributed at 18-34 years old, accounting for over 70%of consumer groups. Facing the pressure of social life, this young man began to seek new ways of decompression, and the concept of traditional "not drunk" is being replaced by "moderate micro -slug". Low wine is an effective tool for social relaxation.

The demand of young groups has shifted to enjoy. The entire consumer environment has moved towards the era of "light social". As a glutinous rice fermented wine of about 15 degrees, the "low -degree slightly" created by rice wine is decompressed and cured, just to poke the aesthetics of young people. The rice wine is full of charm of its deep cultural heritage+low -degree, and it is full of good feelings.

Aiming at the needs of young people, we can look forward to playing with young, fashionable, e -sports and other elements, and look forward to the "tide" attributes of rice wine, which is inspired by the heart of the new consumer group.

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