中新社天津11月19日电 题："Z世代"重塑中国酒饮消费观 "微醺社交"成都市新风尚 中新社记者 周亚强 王君妍 初冬的天津，晚风微寒，海河畔的"三七开咖啡酒馆"里却暖意氤氲。店员将一杯蒸腾着热气的香橙肉桂 红酒递给年轻顾客，"天气转凉，这款热红酒正合适"。 11月19日，"00后"董怡彤(左)在三七开咖啡酒馆喝着香橙肉桂红酒。 中新社记者 佟郁 摄 "白天咖啡提神，晚上小酒怡情，这里就像我的'第三空间'。""00后"董怡彤是这家店的常客，她告诉记 者，这个兼具咖啡与酒饮的空间，为她这样的都市年轻人提供了职场与家庭之外的"情绪缓冲带"。 这类复合型消费场域正在中国多个城市悄然生长。从天津的五大道、成都的玉林路，到上海的原法租 界、广州的东山口，融合咖啡、酒饮、阅读与社交功能的多元空间，正成为"Z世代"群体继工作与居住 之外的新据点。 "氛围感比酒精更重要，微醺比烂醉更迷人。"在天津和平区从事演艺行业的"95后"刘严文道出许多同龄 人的心声。他更青睐与朋友在精酿啤酒馆或低酒精饮品店小聚，人均一两杯，"重点不在酒，而在于交 流"。 "三七开"主理人李安麒介绍，他们会随季节更新特调酒单，并不定期举办主题派对、"汇即 ...

Core Insights - The emerging trend of "打酒铺" (liquor shops) is gaining popularity among young consumers, with 90% of customers ordering after tasting, 70% of consumers being young people, and a 60% repurchase rate [1][6]. Group 1: Market Characteristics - The new liquor shop model offers a diverse range of alcoholic beverages, including various types of baijiu, craft beer, and whiskey, with prices ranging from 2.59 to 39.99 yuan per 50ml for different products [2]. - The liquor shop model is characterized by high cost-performance, attracting young consumers who seek affordable options [5]. - The market for loose liquor is projected to exceed 800 billion yuan in 2024, with an annual growth rate of over 15%, indicating significant growth potential for the liquor shop model [6]. Group 2: Consumer Demographics - The primary consumer demographic for liquor shops is young adults aged 20-30, making up approximately 80% of the customer base [4]. - The shops are strategically located in residential areas, catering to consumers who purchase alcohol on their way home [3]. Group 3: Business Model and Challenges - The liquor shop model combines traditional liquor sales with modern retail, offering a more interactive and social drinking experience [4]. - Despite the growth potential, the liquor shop model faces challenges such as high operational and management requirements, as well as the need for professional expertise in product selection and storage [7]. - The reliance on local supply chains and the difficulty of replicating the business model in other regions pose additional challenges for expansion [7]. Group 4: Future Outlook - The liquor shop model is seen as a significant opportunity in the liquor market over the next 3-5 years, but it must innovate continuously to attract consumers [6]. - The future of liquor shops may lean towards online sales, with the potential for instant retail becoming a key focus for growth [7].

Core Insights - The rise of "打酒铺" (liquor shops) is attracting young consumers, with 90% of trial drinkers making a purchase, 70% of consumers being young people, and a 60% repurchase rate [1][11][12] - The new business model offers high cost-performance, a younger consumer demographic, and diverse product categories, making it a significant player in the liquor market [1][8][9] Market Trends - The new liquor shop format is gaining popularity among young consumers, providing a fresh drinking experience with a focus on social interaction and affordability [7][8] - In Beijing, the initial liquor shop, "初杯打酒铺," has seen daily foot traffic of around 100 people, primarily young women, with daily revenue between 2,000 to 3,000 yuan [4][10] - In Chengdu, the "唐三两打酒铺" has established over 20 locations, indicating a trend towards chain expansion in the liquor shop model [7][11] Consumer Behavior - The primary consumer base for these liquor shops consists of individuals aged 20-30, with a significant portion being female [8][10] - The shops cater to a "微醺社交" (lightly tipsy social) atmosphere, enhancing the drinking experience with games and promotional offers [7][9] Financial Performance - The liquor shop model is projected to see the scattered liquor market scale exceed 800 billion yuan by 2024, with an annual growth rate of over 15% [11][12] - The cost structure of these shops allows for lower prices, with some products priced significantly lower than traditional bottled options, enhancing their appeal [10][12] Challenges and Opportunities - Despite the growth potential, the liquor shop model faces challenges in operational management and product quality control, requiring a high level of expertise [12][13] - The reliance on local supply chains and the need for continuous innovation in product offerings and distribution channels are critical for sustained success [12][13]