In the era of slightly, can I conquer the market and young people?

Young people rolled around, and they would live more and more.

Low fat, low sugar and low cards have become the label of young people. Sugar -free cola and vitality forest have become necessary for young people to solve their appetite. There are also alcohol, beer, cocktail and other low concentrations of alcohol, which has become their “just needed”, and even created the current era.

According to the “2021 Internet users’ Body anxiety Report” survey, 54.1%of netizens are not satisfied with their figure, 46.4%of netizens believe that they need to lose weight at this stage, and 36%of them are willing to try low -calorie and low -fat snacks. The main motivation for young people to buy low -free and low -fat foods is to lose weight, and the second reason is to prevent obesity.

Alcohol has also become one of the resistance of young people to lose weight. It not only enjoyed slightly, and pursuing health, allowing mellow alcohol to enter the public’s vision, but young people do not seem to buy it.

In the second half of 2021, the domestic alcohol -free craft beer brand “New Zero” completed tens of millions of angel round financing.

Although in the eyes of Sun Xiaonan, the founder of “New Zero”, alcohol -free beer is an inevitable product that appears after consumption upgrade and consumer demand changes, but a cruel reality is: in the micro -linked market, no alcohol beer is still difficult to shake Current market.

Young people no longer believe “0 add”

It can be said that the heat such as sugar -free cola and vitality forests undoubtedly meets the needs of young people’s pursuit of “health”, so that the beverage market no longer competes with the market share. Under this change, many advertisement “0 add” The new brand poured into this track and quickly occupied the market, becoming the leader in the beverage market.

But unfortunately, although “0 Added” marketing has made many new brands, it is difficult to escape the fate of “rollover”.

As we all know, it is the vitality forest that pushes this marketing model to the cusp, and the reason why it is controversial is also about the 0 sugar -turning low sugar incident of the vitality forest, which directly makes it difficult for many young people to believe it. publicity.

Even the real “0 sugar”, his essence is to replace sucrose and high -fruit syrup with natural sugar or artificial sweeteners. For example, a lot of artificial sweeteners are added to sugar -free cola, three types of sanxin sucrose, sorbitol, and Asba sweet sugar … No less than ten types.

Studies have found that artificial sweeteners have adverse effects on the intestinal microorganisms. At the same time, it will increase the desire of the brain on sugar. After achieving a certain amount of intake, it will burden the liver’s metabolism, increase insulin resistance, and cause body gain.

In other words, compared to reducing the use of sucrose, the artificial sweetener used in sugar -free to damage the human body even more. This undoubtedly violates the original intention of young people to pursue health.


Compared with “sugar -free”, the concept of “alcohol -free” of many new beer brands is undoubtedly from the vitality forest. However, this marketing gameplay can no longer make young people “up” like the original vitality forest.

First of all, many young people who choose to drink are to pursue a slight sense of mildness. Compared with alcohol -free beer, it is obvious that ordinary wine is a better choice, and people who do not like drinking will be a better choice. Second There is a gap between the taste and ordinary beer and cannot be fully recovered. Finally, the target group of non -alcoholic beer can only be children, women and the elderly, and have very obvious limitations.

The “new zero” without mellow beer brand has always been paired with the elemental air forest. Basically, in addition to the marketing model, the two also belong to the same track, but the “new zero” wants to copy the vitality forest, but it is merged with it and it is merged. not easy.

Non -alcoholic beer, trapped in “alcohol”

The non -alcoholic beer across the beverage industry and the wine industry. This ambitious positioning seems to be a vast market, but it is actually more like a kind of cricket.

In the beverage track, the contest between the emerging brand and the old brand has never stopped. Old -fashioned companies such as Master Kang and the unified as the leader of tea companies, accounting for 61.1%of the market share of the tea drink in 2019, but under the impact of the new brand Nongfu Spring, tea π, etc., the “two super -strong” situation gradually disappeared. Instead, it is the grand occasion of all flowers, and the vitality forest rises rapidly at this time, creating a number of followers.

According to the data of Ai Media Network, the scale of China’s soft beverage market is expected to reach 1323 billion yuan in 2024. Basic categories such as protein drinks, juice beverages, solid beverages, etc. from 2014-2019, compound growth rates Sexual beverages, coffee beverages, etc. still grow in double digits, of which the market share of packaging drinking water and tea drinks accounts for more than half.

The rapid development of new categories means that the old categories are being forced to withdraw from the market. For example, solid drinks have a relatively slow development speed, coupled with the emergence of new tea drinks, the market share has shrunk seriously. Although sales during the epidemic period have risen, it cannot reverse the current status of its gradually replaced.

This undoubtedly made mellow beer see a huge opportunity.

However, it is difficult to define whether it should be clear whether it should be alcohol or drink, or both. But no matter what kind of definition, under the normality of young people Xue Dingzheng, it means that it is not “pure” enough, which will lead to competition in the two major industries of drinks and wine. For young people who like to drink and do not like to drink, non -mellow beer will not be the best choice.

The development of the beverage track is in full swing, and the old and new categories are alternated, but it is clear that it is difficult to leverage the beverage market without alcohol -free beer and can only become marginal products. And it is even more difficult to occupy a market share in the wine industry. In the face of the two major categories of red wine and liquor, the market share of beer is relatively small. Coupled with the competition of foreign brands, the limitations of non -alcoholic beer are obvious.

According to industry forecast data, the total domestic beer output in 2021 was about 35.3 million liters, and the profit was 17.5 billion yuan, an increase of 30.7%year -on -year. Among them, Tsingtao Brewery Q3’s financial report showed revenue of 26.77 billion, an increase of 9.62%year-on-year, while the revenue increased by 17.5%in the Asia Pacific China market from January to September.

From the perspective of the beer market share, the market share of the five leading China Resources Beer, Tsingtao Beer, Budweiser Asia Pacific, Carlsberg and Yanjing Beer is as high as 93.9%. easy.

After all, the first impression of many drinks and drinks of alcohol -free beer often has a question: Is it or wine without mellow beer?

Therefore, because the alcohol -free beer is extremely low, it can be seen in the beverage market and the wine market, but it is also because of “non -mellow”, so the positioning of alcohol -free alcohol is not clear. There are too many opponents on both sides of the brand.


Do you need a “mellow” market?

Then, since the two major industries of wine and drinks are difficult to harvest the market, it is gradually developing and growing the Weizheng market, which seems to be the best track of mellow beer.

清吧、小酒馆、居酒屋…欢声笑语中夹杂着吐槽的声音,这就是年轻人下班后的消遣,预调鸡尾酒、梅酒、果酒、露酒、果啤…成了消费者最热的选择,尤其是The cocktails with high face value and low degree are also favored by young people.


In September, the “first baptical tavern” Helens was listed, which directly ignited the popularity of the micro -market market. For a while, the tavern became hot and became one of the places where young people were gone.

In the tavern, the clear beer and cocktails, as well as cola whiskey. These products that are not high and low -priced and low -cost are the darlings of the micro -market. The sales of bottle beer, fruit beer, and milk beer of 10 yuan are as high as 61.17 million yuan in 2020. The average daily sales of at least 1,6759 bottles are calculated, which also shows that more and more young people are choosing low -degree wine. Essence

In order to cater to the young people’s preferences for low wine, new brands have emerged, and emerging brands such as Mei Jian, Hongmong, and Sanshengshi have risen rapidly. In the first quarter of 2021, Tmall and Taobao sales channels, 2449 wines Brand sales growth rates are 100%or more, of which there are as many as 1,415 low -level wine brands, accounting for 57.8%, far exceeding liquor and beer sales.

The extremely rich and low -degree wine, for young people who like to drink and are unwilling to get drunk, have created their own micro -market. Obviously, the addition of alcohol -free beer only makes the original saturated market more saturated, and it is not easy to get the lead and even change the pattern of the entire market.

Although consumers have higher acceptance of beer, the sweet wine is more attractive to young people. It can be seen from the data that the growth rate of plum wine exceeds 400%and 1000%, and the growth rate of more than 120%and 400%of fruit wine means that young people are slowly biased to buy fruit wine and sake. After all Compared to the bitterness of beer, fruit wine and sake are better.

Furthermore, the price of non -mellow beer is actually not cheap. Taking the price of 12 cans of 12 cans of 12 cans in Qingdao as an example, the price of 12 cans for 12 cans in ordinary Qingdao beer is only 57 yuan. In comparison, many consumers who are sensitive to price may not buy. The average price of other brands of non -mellow beer can also be more than 10 yuan, which has led to the general low sales of most alcohol -free beer, and there is no lack of evaluation of “taste, not good” and “slightly bitter taste”.

From this point of view, the acceptance of micro -meter -free beer is not high. Although low -degree wine is favored by young people, it is difficult for mellow beer to cause their interest when the market is high. In addition, whether it is online new retail brands or offline tavern tracks, the competition is particularly fierce, leaving no mellow beer opportunities.

The gimmick of “0 sugar 0 card 0 alcohol” created the vitality forest, but this model does not shape non -alcoholic beer into the second “vitality forest”. Because of its own positioning, it is not clear that the advantage cannot be highlighted in fierce competition. At present, there is still a long way to go to get the market in the new consumption era in the new consumption era.

Koi Finance, deep and interesting luck. This article is an original article.

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