Core Insights - A new consumption trend characterized by "moderate intoxication" is emerging among young consumers, transforming drinking into a form of emotional release and lifestyle expression [1] Group 1: DIY Cocktail Trend - Convenience stores are becoming popular venues for DIY cocktails, allowing consumers to create drinks quickly and affordably, with prices for a homemade cocktail often under 50 yuan compared to 50-100 yuan in bars [2] - The trend is particularly appealing to the "Z generation," with significant engagement on social media platforms like Douyin and Xiaohongshu, where DIY cocktail content has garnered billions of views [2] - Major convenience store chains are adapting by creating dedicated "moderate intoxication" sections, offering cocktail kits and popular mixing guides [2] Group 2: Enhanced Experience and Brand Engagement - Brands are expanding offline experiences, such as pop-up bars that offer interactive cocktail-making opportunities, blending emotional consumption with social sharing [3] - The integration of social media and experiential marketing is driving engagement, with consumers encouraged to share their creations online [3] - New brands are also launching summer-themed cocktail kits and accessories, priced between 20 to 60 yuan, which are gaining popularity both online and offline [3] Group 3: Growth in Home Delivery and Convenience - The trend has extended to delivery platforms, with a nearly 40% increase in sales of cocktail kits since May, catering to consumers who prefer the convenience of home preparation [4] Group 4: Market Potential and Consumer Behavior - The rise of DIY cocktails reflects a shift towards "instant gratification" and "emotional healing," with young consumers seeking controlled relaxation rather than social integration [5] - There are approximately 490 million potential drinkers aged 18 to 30 in China, with an annual consumption scale exceeding 400 billion yuan, indicating significant market potential for low-alcohol beverages [5] - New product categories, such as tea-flavored cocktails and low-alcohol craft beers, are emerging, highlighting the growth potential of the "moderate intoxication" trend [5] Group 5: Challenges and Future Outlook - Despite the popularity, there are concerns about product homogeneity and a lack of genuine innovation in taste and experience, which may affect consumer retention [6] - Regulatory issues, such as underage drinking prevention and storage regulations, are becoming increasingly important as the market grows [6] - The "moderate intoxication" trend is evolving into a multi-dimensional consumption ecosystem, integrating with cultural and culinary industries, which may unlock further commercial opportunities in the future [6]