Interview 丨 Ou Rui International He Yaqing: Foreign brands account for about 95%of the whiskey market, and low -end price products are still the mainstream

In recent years, the size of the Chinese whiskey market has increased year by year, and whiskey has shown huge development potential in the Chinese spirits market.

Whiskey giants Paullega and Diageio built factories in the country, and also announced the increase in prices of whiskey products. Among them, Diageo has increased twice in half a year, the first time in recent years. On the other side, the liquor faucets such as Luzhou Laojiao and Yanghe Co., Ltd. also seemed to be keenly capturing the whiskey's outlet, and they intervened in the layout.

Why does whiskey rise in the Chinese market? What is the future? In late August, He Yaqing, a research manager of the data research institution Ou Rui International, accepted an exclusive interview with the reporter of the Daily Economic News.

He Yaqing, the research manager of Euro International. Photo source: respondent picture confession

Young consumers are sought after: wide prices, social currencies

The successive layout of the giants values ​​the growing Chinese whiskey market. From 2017 to 2021, the size of the Chinese whiskey market increased from 1.780 billion yuan to 4.951 billion yuan, an increase of 178.15%in 4 years. British Investment Corporation Stilnovisti is expected to have a scale of 50 billion in the domestic whiskey market in the next 5 to 10 years.

For the reasons why whiskey rises in China, it pointed out that China has huge whiskey consumer markets and potential, as well as extremely complicated and diverse consumers. It is indeed a strong year for Chinese whiskey in 2021. This is mainly due to young people. The consumer classes have continued to understand and interest in whiskey.

The Zhiyan Consultation Report also put forward a similar point of view. The post -80s generation is the main force of the high net worth population in China, and these people are also the main force of whiskey consumption. The post -90s also entered the strongest consumption power and the strongest stage for whiskey demand. The growth and entry of the post -80s and post -90s brought about the change of the whiskey industry, and also brought new consumption hotspots.

As for the main reason why whiskey is sought after by young consumers, He Yaqing analyzes: "Compared with other international spirits and traditional liquor, whiskey not only has more diverse drinking methods (pure drink/ice/modulation cocktail), and the price Belt and wider, so more mass consumer groups can afford it, enjoy it as daily wine drinking, and even as a social currency to show personality, lifestyle and taste. Brands, nation -nation effects, etc.) will also enhance its popularity of popularity. "

"In addition, whiskey manufacturers have continued marketing and educational efforts in China for many years, including catering practitioners (such as master classes, guest bartending) and consumers (such as celebrity endorsements, e -sports and variety show sponsorships, etc.), They are unobstructed for improving interest and eventually transformed into consumption behavior. In 2021, there are many whiskey wineries in China that breaks the soil. This is a long -term investment of manufacturers, but it also helps to further improve Chinese consumption in China. The attention of the person and the discussion on social media. "He Yaqing added further.

In 2016, Tianyou Dejiu launched an annual output of 1,000 tons of green puzzle whiskey project; in April 2019, Yanghe Co., Ltd. and the world -renowned wine industry group Emperor Kio launched the first Chinese whiskey "Zhongshi Tab"; in June 2020, Jinjiu wine The "Jinshi" of Jinpai whiskey flavored Benwa wine was released; in July 2022, Luzhou Laojiao announced that it had completed the signing of the China whiskey project cooperation agreement with the Kirin Bienjan Group, and intended to launch a more in -depth strategic cooperation in the field of Chinese whiskey.

whisky. Photo source: Photo by reporter Han Yang (have nothing to do with graphic)

The mid -to -low end is still the mainstream of the market

"Daily Economic News" reporter learned that in late August, he learned that the main consumption of the current whiskey was indeed concentrated in young consumer groups, but consumer mainstream products at low -end products selling less than 350 yuan.

According to He Yaqing, for the blended whiskey, according to the data of Euromonators, from the perspective of total sales, whiskey at the low -end price belt (about 350 yuan and below) is still the mainstream, accounting for more than 80%in 2021. However, at the same time, the proportion of high -end, ultra -high -end and extremely high -end prices has been on the rise in the past few years, which shows that Volkswagen's products are indeed the mainstream of the market, but high -end products also have their own fan groups, and they are gradually gradually gradually gradually gradually. expand.

For the domestic market in the early stages of development, in the future, low -end product lines may be the focus of manufacturers. According to the investigation of Fifthlvin, for the whiskey market, the unit price of the post -90s wine consumers is slightly lower than the post -80s and 70s. Essence

International leading manufacturers are already vigorously promoting the low-end product line. In order to promote the 12 years of Chronchia, which is less than 50-200 yuan, Bailing Altar, and Johnny won the low-end whiskey such as red cards/black cards. Star endorsements, large number of online and offline advertising, and online and commercial super -channel promotions.

In addition, the overall concentration of the Chinese whiskey market is high. At present, foreign brands are mainly based on, and there is a large domestic alternative space. At this stage, foreign brands account for about 95%of the overall whiskey market, of which Japan and Scotland whiskey are favored. According to the relevant data released by the General Administration of Customs, the number of whiskey imports in my country in 2019 was 21.59 million liters, and the import amount was US $ 208.58 million.

According to the database of Euromonatte International Passport industry, according to retail statistics, the top five companies in the Chinese whiskey market are Paullega, Diageo, Sanchali, Edinton, and Baifumen, which are 26.45%and 17.52%, respectively, 9.46%, 6.49%, 7.09%.However, domestic whiskey is still in the early stages of development, and there is still a long way to go to complete domestic alternatives or expand consumer prices.

Regarding the future development of whiskey in China, He Yaqing pointed out: "In China, whiskey may still need to find a way of drinking and drinking scenes that are truly suitable for Chinese consumers' culture and life.It's much more. "

Daily Economic News

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