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 ...

Group 1 - The most significant change in contemporary beverage consumption is the rational return of consumption concepts, with a growing consensus on "drinking less, drinking better" [1] - Consumers are increasingly focusing on the origin, craftsmanship, and quality of beverages rather than just brand and packaging, reflecting a maturation of consumption concepts [1] - The traditional dominance of baijiu, beer, and wine is being challenged by emerging alcoholic beverages, expanding market boundaries [1] Group 2 - Craft beer is attracting young consumers with its rich flavors and unique tastes, while foreign liquors like sake and whiskey are moving from niche to mainstream [1] - Low-alcohol beverages such as plum wine and fruit wine are gaining popularity among female consumers due to their drinkability [1] - The integration of the internet and the beverage industry is a trend, with challenges such as low-price competition and counterfeit products needing to be addressed [3] Group 3 - The beverage industry is undergoing a transformation by leveraging the internet for marketing, utilizing offline foundations and online channels for sales [5] - Strategies include building online stores through mini-programs, promoting via public accounts, and conducting precise marketing through communities [5] - The future will favor beverage brands that maintain quality while embracing digital transformation [3]

Core Insights - The emerging trend of "self-indulgent consumption" in the Chinese market is attracting attention from Japanese companies [1][5] - The second "Japan Sake Month" event in Shanghai showcased over 1,000 Japanese alcoholic products, indicating a growing interest in Japanese beverages among Chinese consumers [1][3] Industry Developments - The event featured 81 exhibitors and was organized by the Japan External Trade Organization (JETRO), highlighting the importance of trade relations between Japan and China [1][3] - The event is now the largest Japanese sake trade fair in China, reflecting the increasing demand for Japanese alcoholic beverages [3] Market Opportunities - Japanese sake exports are projected to reach approximately 43.47 billion yen (around 2.09 billion RMB) in 2024, with a year-on-year increase of 6.37% in export value [4] - China remains the largest market for Japanese sake exports, with an expected export value of about 11.68 billion yen in 2024 [4] Consumer Trends - Young Chinese consumers are increasingly willing to spend on emotional or experiential purchases, driving growth in sectors like pet economy and outdoor activities [5] - The trend of "self-indulgent consumption" is noted as a significant factor influencing purchasing decisions among young consumers [5] Strategic Initiatives - Japanese companies are adapting their products for the Chinese market by incorporating local elements and targeting younger demographics [4][5] - Shanghai Takashimaya has committed 100 million RMB to enhance its offerings in the Shanghai market, reflecting confidence in the local business environment [5] Bilateral Economic Relations - The interdependence between Japan and China in terms of product consumption and imports is emphasized, indicating potential for further economic cooperation [6]