From August 21 to 23, Zuo Chenming, Deputy Director of the Research Center of Taotian Group, based on the online consumption data of Taobao and Tmall platforms, shared the Analysis and View of Baijiu Online Consumption Trend at the 2024 China Xinghuacun International Wine Expo.

According to Zuo Chenming ,from 2023 to the first half of 2024, Taobao and Tmall liquor sales growth exceeded three digits. Through the analysis of consumption trends, it is found that the frequency of women buying low-alcohol wine and wine has gradually increased, and the number of people buying spirits has increased significantly. New white-collar workers, small town youth and senior white-collar workers become the core population. In addition, Generation Z has become a potential population, and the total merchandise volume of Generation Z has increased by nearly 400%. In addition, Zuo Chenming shared that the scale of liquor consumption is growing, and in the first quarter of this year, the growth of high-end alcohol on the Tao system platform is obvious. He believes that consumers pay more attention to packaging and appearance level, a single bottle price of 300-800 yuan is the mainstream of the gift box market, 800-1500 yuan has growth potential.