细分化赛道、情绪化价值——酒业以迎合消费需求为己任？

Core Insights - The traditional era of relying on a few main products to meet consumer demand has ended, with a shift towards health, emotional, and personalized consumption trends [1][2] - The evolution of fragmented demand is leading to the emergence of niche markets, necessitating tailored product development for specific consumer groups and scenarios [2][5] Fragmentation of Demand - The paper products market has seen a 71% increase in contribution from emerging segments like kitchen paper and wet wipes over the past three years, illustrating the trend towards specialization [2] - The liquor industry is expected to enter an era of infinite segmentation, where companies must develop products tailored to different consumer demographics and consumption scenarios to drive growth [2][5] Emotional Demand - Understanding consumer emotional needs is crucial for brand growth, as highlighted by various reports emphasizing the importance of consumer insights [6][7] - The concept of emotional economics is gaining traction, indicating that brands play a significant role in fostering genuine connections with consumers [7] Product Innovation - Products must evolve from standardized industrial goods to those that address specific emotional values or scenarios, transforming liquor into a solution for emotional needs [9] - Innovations in taste, design, and concept are essential to meet the demands of specific consumption contexts, such as small bottles for solo drinking or portable packaging for outdoor activities [9]