对话何继红：酒业女性正为行业带来两个转变｜AIIC2025

Core Insights - The concept of "her power" is reshaping the Chinese liquor industry, emphasizing that softness does not equate to weakness, and it will drive high-quality growth in the sector for the next five years and beyond [2][8] Group 1: Importance of Heritage and Innovation - The liquor industry is undergoing a transformative era where both heritage and innovation are crucial for navigating challenges [2][4] - The theme of the recent conference, "A Fragrance of Liquor, A Journey of Elegance," highlights the importance of passing down historical culture and craftsmanship while also embracing innovation [2][4] Group 2: Impact of "Her Power" - "Her power" is leading to two significant transformations in the industry: cultural and structural shifts, and deeper scene marketing [5] - Women in the liquor industry are enhancing internal culture and creating a harmonious atmosphere through their patience, resilience, and communication skills [5] - The latest data shows that women now account for 16% of liquor consumption, a nearly 5% increase over the past five years, with over 40% in the fruit wine and pre-mixed categories [5] Group 3: Consumer Trends and Preferences - On platforms like Taobao and Tmall, female consumers have outpaced male consumers in per capita spending on domestic liquor for two consecutive years, with a 17% increase in the frequency of purchasing low-alcohol and wine products [6] - The purchase of spirits by women has also significantly increased, with a 38% rise in transaction numbers for domestic liquor [6] - Female consumers are driving product innovation and marketing transformation by favoring low-alcohol, fruity, visually appealing, and low-calorie products [8]