Core Insights - The New Year's consumption trend is shifting towards a more diversified and decentralized approach, with young consumers opting for home celebrations and experiences rather than traditional large gatherings [1][11] Group 1: Consumption Trends - Home-based celebrations are becoming popular among young consumers, with significant increases in sales of alcoholic beverages and digital products. For instance, craft beer and white wine sales have both seen over 100% year-on-year growth, while brandy sales surged by over 230%. Smartwatches and tablets also emerged as popular self-gifting items, with smartwatch sales increasing by 610% [3][5] - The search volume for unique and low-alcohol beverages has risen, indicating a shift in consumer preferences towards emotional value and participation rather than excessive drinking [5][11] Group 2: Service Consumption - Service consumption is trending towards collective relaxation, with significant increases in searches for beauty services such as haircuts, manicures, and eyelash extensions, which have doubled year-on-year. The popularity of KTV and bathing centers has also surged, with KTV transactions increasing by nearly 30% in the weeks leading up to New Year's [8][10][11] - The bathing industry is expected to experience significant growth by 2025, with a notable increase in transaction volumes during the winter season, particularly in cities like Harbin, where transaction growth exceeded 211% [10][11]

这背后主要源于以Z世代为主的年轻人群推动。根据社交平台内容来看，果立方目前主要渗透到4大人群，分别是 大学生、职场新人、精致妈妈、小镇青年。 转载自财新网 一瓶小酒也能卖出消费指数。 近日，快消界从业者流传的"果立方指数"引热议。他们认为，果立方在各个城市的销量，一定程度上反映出所在 城市的年轻活力和消费潜力。 果立方是一个低度果汁酒饮品牌，深受年轻消费者青睐。截至2025年11月，其销量破千万的城市达到17个，几乎 都是长沙、郑州、武汉、成都等新消费活跃的城市。 这些城市并非全是一线城市，但均呈现出"年轻人口多、经济结构多元、夜经济繁荣"的共同特征。而从经济学视 角看，上述特征恰是一个城市消费潜力的表现。 业内人士称，"果立方指数"并非一个严谨的消费指数。但通过这些贴近生活的实时数据，从业者能够捕捉到传统 宏观指标难以覆盖的新趋势。 新世代造就酒饮新场景 果立方是当前新酒饮消费趋势下的代表。 据酒行业媒体云酒头条报道，"2023年，果立方+ 被Z世代们发掘出兑水溶C100、旺仔牛奶、茶饮、雪碧、冰红 茶、东方树叶等潮流喝法。万物皆可混，开启了果立方混饮元年，它真正的流行，就是从这个时候开始的。" 而今年中韩 ...

为了实现这种体验，新品将酒精度设定在恰到好处的3度，不浓烈，有茶气的酒香，循序渐进地发散这 种前中后调。在口味上，则率先推出了两款经典搭配："青提龙井茶味"与"蜜桃乌龙茶味"。前者以青提 的清爽果香呼应龙井的鲜醇，后者用蜜桃的甜美浸润乌龙的悠长韵味，力求覆盖更广泛的口味偏好。 留白的东方美学，让颜值更易传播 动力火车旗下经典产品「红楼仙茶酒」近日焕新登场。这位"老朋友"以全新面貌与各位玩家重逢，从包 装到口感全面升级，并于今年8月正式亮相。此次革新远不止于视觉焕然一新，而是从内到外，始终围 绕一个核心主张展开——为年轻一代打造一杯茶韵清新、微醺惬意、且富有东方美学的新潮流酒饮。 当下的微醺赛道，选择实在太多了。但年轻人举起酒杯的心态，早已悄然改变。他们追求的，不再是单 纯的酒精刺激，而更像是在寻找一个情绪的载体，一种身份的认同。也正是在这股"东方美学"复兴的风 潮下，茶与酒的融合便自然而然地成为了一个吸引人的新方向。 那么，这杯全新的红楼仙茶酒，究竟带来了哪些不一样的感觉? 东方茶遇伏特加，多层次口味碰撞 红楼仙新品的创新，在于"茶香入酒"的巧妙融合。它试图精准拿捏一种平衡：一边是东方茶叶带来的那 份雅致的" ...

2025 年 11 月26日，浅醺猫品牌升级发布会在江西赣州落幕。品牌创始人潘福强在会上发布 "AIoT 重构酒饮消费" 核心战略，直言便利店调酒赛道需警惕 乱象、建立标准，并披露品牌 87 天落地 3000 个智慧点位的成果，同步公布未来一年 10 万个点位的扩张计划。 "便利店调酒这两年确实火，但赛道看似门槛低，实则暗藏隐忧，想做好必须慎入。" 发布会现场，潘福强开门见山，直指当前行业痛点。他表示，调研 显示，当前便利店调酒市场存在三大问题：品类识别模糊，真假基酒混杂；场景覆盖不足，夜间营业时间缺失；体验流于表面，缺乏专业调配标准。"很 多所谓的便利店调酒，只是把酒和配料堆在角落，既没有品质保障，也没有消费仪式感，这不是长久之计。" "浅醺猫创始人潘福强" 作为深耕酒饮消费领域多年的创业者，潘福强认为，便利店调酒的核心潜力在于 "便捷 + 品质" 的结合，而浅醺猫的升级战略正是瞄准这一缺口。"我们要 做的不是简单跟风，而是重构这个赛道的规则。" 他介绍，浅醺猫的升级核心是 "硬件 + 算法 + 私域" 三位一体模式，通过 AIoT 技术将传统酒柜升级为 "24 小时自助自调鸡尾酒便利店"。 在产品端，潘福 ...

Core Insights - The "Z Generation" is reshaping China's drinking consumption perspective, with a trend towards "lightly tipsy socializing" becoming popular in urban areas [1][8] - The shift from traditional drinking culture to a more rational approach emphasizes social connections and emotional release rather than heavy drinking [4][6] Industry Trends - The emergence of hybrid consumption spaces that combine coffee, alcohol, reading, and socializing is growing in cities like Tianjin, Chengdu, Shanghai, and Guangzhou, catering to the needs of the "Z Generation" [3][4] - The demand for low-alcohol and flavored beverages is increasing, with the market for low-alcohol drinks expected to exceed 74 billion RMB by 2025, reflecting a compound annual growth rate of 25% [4][8] Consumer Behavior - Young consumers prioritize the atmosphere and social interactions over the quantity of alcohol consumed, indicating a preference for quality over quantity [3][6] - There is a rising trend of purchasing alcohol through delivery services, with a reported 300% increase in sales during promotional events [7] Product Innovation - Traditional liquor companies are adapting their product strategies to meet the preferences of younger consumers, introducing lower-alcohol options and trendy packaging [6][8] - The focus on quality and craftsmanship is evident, with younger consumers showing interest in the ingredients and production processes of alcoholic beverages [6][8]

Core Insights - Industry investment is a key engine for the evolution of the liquor industry, providing necessary funding and support for channel expansion, product innovation, and brand building [2] - The rise of "micro-drinking socialization" and "self-consumption" among younger generations has made the dual approach of capital and industry essential for the liquor sector to grasp future growth opportunities [2] - The AIIC2025 Liquor Industry Investment and Innovation Conference will launch the "AIIC New Growth Liquor Consumption Fund" with an initial scale of 500 million yuan, aimed at discovering innovative projects and providing financial support [2] Industry Trends - The new liquor segment has become a typical representative of industry investment driving innovation, reflecting how capital resonates with consumer trends [3] - From 2020 to 2021, the market size of new liquor brands surged from approximately 20 billion yuan to 30 billion yuan, with a compound annual growth rate of about 30% [3] - The new liquor segment is expected to grow from 57 billion yuan to between 74.3 billion and 75 billion yuan from 2024 to 2025, maintaining a compound annual growth rate of 25% to 30% [3] Company Developments - In October, Mixue Group invested nearly 300 million yuan to gain control of the fresh beer brand "Fulu Family," marking a significant move into the fresh beer sector [4] - Bottle Planet Group achieved a 16% organic revenue growth in 2024, with its low-alcohol new liquor business growing by 30% [4] - The traditional yellow wine leader, Kuaijishan, launched a sparkling yellow wine in August 2023, achieving over 10 million yuan in sales within 72 hours during the 2024 "618" event [8] Conference Insights - The AIIC2025 conference will provide a platform for industry innovators to share practical experiences and insights [4][11] - The event will serve as a strategic window for participants to engage directly with industry capital and learn about emerging growth trends [11] - Design has become a crucial factor in attracting younger consumers, with significant collaborations established with well-known liquor companies for packaging design [10]

Core Insights - The rise of "tipsy" drinking culture among young people is leading to innovative business strategies in the beverage industry, particularly with brands like "Mixue Ice City" and "Chayan Yuese" expanding into alcoholic beverages [1][3][4] Group 1: Business Strategies - Mixue Ice City has invested nearly 300 million to acquire a 53% stake in the fresh beer brand "Fulu Family," expanding its business from tea and coffee to affordable beer [1] - Chayan Yuese launched an alcoholic tea series through its sub-brand "Yuan Yang Coffee" in 2022 and plans to establish a separate brand for alcoholic beverages in 2024 [1][3] - Both companies aim to capture the "tipsy" consumption trend, with Mixue focusing on efficiency and scale, while Chayan emphasizes cultural branding and deep customer engagement [6][14] Group 2: Market Dynamics - The "tipsy" business is fundamentally about providing emotional satisfaction, catering to the social and psychological needs of young consumers [3][4] - Traditional drinking culture, which emphasizes heavy drinking and social obligations, is being challenged by younger consumers who prefer a more relaxed and enjoyable drinking experience [5][6] - The growth of brands like Rio and Helen's Tavern indicates that "tipsy" drinking has become an essential lifestyle choice for young people [5] Group 3: Performance Metrics - Mixue Ice City's revenue for the first nine months of 2024 was 14.875 billion, with 97.4% coming from sales to franchisees [8] - However, the company faces challenges, including a decline in average store sales by 4.63% year-on-year, and an increase in store closures from 557 in 2021 to 1,609 in 2024 [10][9] - Chayan Yuese reported a revenue of 1.59 billion for the first half of 2024, with a growth rate of 29.1%, and 78.9% of its revenue coming from member purchases, indicating strong customer loyalty [15][16] Group 4: Competitive Landscape - The beer market presents higher barriers to entry compared to the tea and coffee markets, with lower consumption frequency and more intense competition from established brands like Budweiser and Tsingtao [11][13] - Chayan Yuese's strategy involves leveraging its cultural branding to differentiate itself in the crowded beverage market, while Mixue aims to replicate its tea business model in the beer sector [6][14][12] - Both companies are exploring ways to adapt their business models to meet the evolving preferences of young consumers, with Mixue focusing on rapid expansion and Chayan on maintaining quality and cultural relevance [20][21]

Investment Rating - The report maintains a "Positive" investment rating for the food, beverage, and tobacco industry [12]. Core Insights - The evolution of the alcoholic beverage landscape in Japan, the UK, and the US reveals that diversification of categories is inevitable as the economy and industry mature, leading to reduced volatility and a "barbell" structure [4][9]. - Technological and innovative changes drive significant shifts over 20-year cycles, while policy influences changes over 10-year cycles. Cultural and generational shifts are long-term internal variables, with economic fluctuations acting as accelerators and catalysts for trends [4][9]. - Long-term trends in drinking habits, such as the rise of spirits and small-scale specialty products, are influenced by generational changes and female consumption patterns [4][9]. Summary by Sections Japan - The Japanese alcoholic beverage market has undergone significant changes driven by technological advancements and long-term policy interventions, with economic fluctuations and generational changes shaping drinking trends [7][21]. - The historical analysis indicates that traditional sake has faced challenges due to taxation, brewing technology, and changing consumption trends, leading to a strategic shift towards balancing mass-market appeal with high-end quality [27][29]. United Kingdom - The UK's alcoholic beverage landscape has evolved through various phases, with early changes driven by policy and later by innovation and cultural integration, particularly in the case of Scotch whisky [39][41]. - Post-war economic recovery led to increased consumer spending power, resulting in a diversification of drinking preferences and the introduction of foreign beverages [39][41]. United States - The US market has experienced cyclical fluctuations influenced by both supply and demand dynamics, with a relatively open market environment fostering continuous structural changes [8][9]. - The post-war era saw a strong cultural influence on drinking habits, with innovations in product offerings driving both premiumization and the introduction of affordable new products [8][9]. China Market Reflection - The report highlights that traditional Chinese liquor, particularly Baijiu, has successfully navigated market challenges through regional restrictions and cultural ties, with potential for future growth in international markets [10]. - Huangjiu, another traditional Chinese beverage, missed early opportunities for consumption upgrades but may find growth in high-end and youth-oriented segments as the market stabilizes [10].

Core Insights - The 113th National Sugar and Wine Commodity Fair was held in Nanjing from October 16 to 18, showcasing over 4,000 enterprises from the sugar and beverage industry, highlighting the event's unprecedented scale and integration of urban resources [1][2] Group 1: Event Overview - The fair featured an exhibition area of 200,000 square meters and included participation from over 4,000 companies, with significant representation from domestic provinces and international exhibitors from 12 countries [2] - Major companies such as Moutai, Yanghe, and COFCO showcased their products, with special events planned to enhance guest experiences [2] Group 2: Innovations and Initiatives - Three major innovative initiatives were introduced to stimulate consumer potential: 1. Integration of the exhibition with city resources, promoting economic growth through themed activities [3] 2. Implementation of low-carbon exhibition practices, focusing on sustainable materials and transportation [3] 3. Emphasis on "new product launches" to connect industry trends and activate consumer markets [3] Group 3: Consumer Trends - The consumption patterns of younger generations (post-90s and post-00s) are shifting towards "immediate enjoyment," with a growing preference for trendy and fashionable products [4] - The "micro-drunk" trend is becoming mainstream, leading to an increase in demand for low-alcohol beverages such as craft beers and pre-mixed cocktails [4] Group 4: Market Projections - The low-alcohol beverage market in China is expected to exceed 70 billion yuan by 2025, with a compound annual growth rate of 30% [5] - The food industry is also undergoing transformations towards high-end, intelligent, and green development, with significant growth in the prepared food sector, which has surpassed 500 billion yuan [6] Group 5: Industry Development Characteristics - The food industry is experiencing advancements in three key areas: 1. Growth in the prepared food sector, enhancing food and dining consumption [6] 2. Integration of biotechnology and information technology, leading to improvements in bio-manufacturing processes [6] 3. Promotion of green and low-carbon practices across the entire supply chain, including production, packaging, and logistics [6]

Core Insights - The emergence of the "Mini Economy" is reshaping consumer preferences, with a focus on smaller, more convenient product sizes across various sectors, particularly in beverages, ice cream, and alcoholic drinks [1][8] Beverage Industry - The beverage industry has been a pioneer in miniaturization, with Coca-Cola and Pepsi leading the way by introducing portable, smaller-sized products that cater to consumer demand for "small capacity, light burden" [2] - Coca-Cola launched a 200ml pocket-sized cola in China, achieving over 2 million cases in sales within the first month [2] - Other brands like Sprite and Fanta quickly followed suit, establishing a mini product lineup that resonates with consumers who prefer smaller portions [2] Ice Cream Sector - Mini ice creams have emerged as a solution for consumers who want to indulge without overconsumption, with brands like Hema introducing mini ice cream options that have seen significant sales [3] - Hema's mini ice cream products, priced at 24.9 yuan and 29.9 yuan for 18 sticks, have achieved over 15,000 online orders in a single store within a month [3] - The trend is supported by predictions from Euromonitor, which estimates a 7% compound annual growth rate for ice creams sized 50ml and below over the next four years [3] Alcoholic Beverages - The miniaturization trend is also evident in the alcoholic beverage sector, with small-sized bottles (30-50ml) gaining popularity in retail settings [5] - A report from Taobao indicates that sales of alcoholic beverages under 330ml have increased by over 40% since June 2023, highlighting a shift towards smaller, more affordable options [5] - The small bottle market is projected to capture 25% of the light bottle market, with a value of approximately 15 billion yuan, and is expected to maintain a growth rate of 15%-20% [6] Consumer Demand Transformation - The rise of single-person households in China, exceeding 240 million, is driving the growth of the "one-person meal" market, projected to reach 800 billion yuan by 2024 [7] - The Z generation, as the main consumer force, values personalized, diverse, and visually appealing products, which aligns with the offerings of mini-sized products [7] - Increased health consciousness among consumers is also fueling the demand for smaller packaging, allowing for better control over calorie intake [7] Strategic Business Implications - Companies are not only responding to consumer demand but are also strategically positioning themselves in the market by offering smaller packaging, which lowers the economic barrier for trying new products [8] - The mini economy is extending its influence across various sectors, fundamentally altering consumer choices and reshaping the competitive landscape of the fast-moving consumer goods industry [8]