Recently, the Baijiu industry has set off an upsurge of low alcohol liquor. Wuliangye announces the launch of 29 Low alcohol liquor products such as Du Wuliangye and Yi Jian Xin Xin; The Chairman of Luzhou Laojiao stated that < has been developed/ span>28 Duguojiao 1573 And will timely launch it into the market, even considering the development of lower alcohol content products; Yanghe also has a series of low alcohol products on the market, and Baijiu enterprises are racing to occupy new market heights in the field of low alcohol liquor. Against the backdrop of industry adjustment, this phenomenon deserves further exploration.

From the perspective of market environment, the Baijiu industry is facing profound changes. On the one hand, the consumer group is becoming younger and younger, and young consumers are more inclined to personalized, low-grade, and mouthful alcohol consumption. They pursue the experience of being slightly drunk in light social scenes such as small gatherings and after work drinks, and have a low acceptance of high Baijiu. On the other hand, consumer channels are accelerating iteration, and the integration of online and offline instant retail has become the norm, meeting consumers' immediate demand for instant drinking. In addition, this year, the Baijiu industry was turbulent and adjusted, and consumption stratification was obvious. 9 "The Prohibition of Drinking" also blocked some consumption scenarios of Baijiu. Based on these changes, the launch of low alcohol liquor by liquor companies seems to be taking advantage of the situation, catering to the taste of young consumers and opening up new sales growth markets, cultivating young consumer groups' awareness of the brand.

However, can low alcohol liquor really become a lifeline for Baijiu enterprises? Actually, it's not true.

II. 9 From the perspective of market acceptance, although young consumer groups are growing, the main consumer group of Baijiu in China is still 35 People over the age of years with drinking preference pursue alcohol stimulation and mild intoxication when they drink Baijiu. Low alcohol alcohol is difficult to meet the needs of this part of core consumers in the short term. Low alcohol liquor products launched by liquor companies in the past, such as 39 Du Wuliangye, 38 Duguojiao 1573 The sales volume was far lower than that of high Baijiu, and the market reaction was relatively flat.

In the industry adjustment cycle, if Baijiu enterprises place all their hopes on low alcohol liquor, they are likely to fall into the dilemma of emergency medical treatment. Enterprises should view the low alcohol liquor market rationally. It may be a new growth point, but it is not the universal key to solving all problems in the industry. Baijiu enterprises should stick to the quality and cultural connotation of Baijiu and increase R&D investment to solve technical problems while laying out low alcohol liquor; Deeply explore the needs of different consumer groups, meet the differentiated needs of consumers through diversified product layout and precise marketing; Further efforts are needed to strengthen brand building, enhance brand value and reputation, and increase consumer loyalty/ span> 。 Only in this way can Baijiu enterprises steadily move forward in the complex and changing market environment, rather than blindly following the trend and losing their direction.

Guiliang Wine Group is based on the Maotai flavor Baijiu market, adhering to 60 Years of historical evolution, experiencing 20 For more than years, the Group has worked hard to integrate the brewing and marketing of Maotai flavor Baijiu. "Brewing a cup of good wine for the world" is the ultimate vision of the Group. While deeply cultivating Maotai flavor Baijiu, the Group is also actively embracing the market. It is taking advantage of its own advantages in food raw materials, scientific research team, data marketing, etc., and combining the market consumers' expectations for "health care", the Group is steadily involved in the health care liquor market.

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