Core Insights - The alcohol industry is facing pressures from policy fluctuations and environmental changes, necessitating adaptation to evolving consumer preferences and logic [1] Group 1: Changing Consumer Demographics - Young consumers are increasingly becoming the dominant force in the alcohol market, with a shift from older generations to younger ones like the 90s and 00s [2][4] - Current data shows that 45.45% of alcohol consumers are aged 31-40, while 35.23% are aged 26-30, indicating a generational shift in consumption patterns [2] - The proportion of first-tier city consumers is declining, with second-tier cities accounting for 34.78% of users, particularly strong in the Southwest region [2] Group 2: Evolving Consumption Preferences - The new generation of consumers prefers "less drinking, better drinking," leading to a rise in demand for lower-alcohol and healthier products [4][5] - Health considerations are significant, with 21.15% of consumers refusing to drink white liquor for health reasons, and mid-range priced alcohol being the most popular choice at 37.22% [5] - Social drinking scenarios are changing, with gatherings among friends (43.75%) and self-drinking (39.2%) becoming more common, while business banquets have decreased to 38.21% [5] Group 3: Transformation of Consumption Scenarios - New consumption scenarios are emerging, with instant retail and other modern settings replacing traditional social and business drinking occasions [6] - The instant retail market for alcohol is projected to reach nearly 20 billion yuan in 2023, reflecting a shift towards convenience and immediacy in consumer behavior [6] - Young consumers favor online shopping and are less interested in traditional purchasing methods, with leisure activities like camping and home viewing driving the growth of low-alcohol products [8] Group 4: Future Trends and Innovations - The alcohol industry is expected to evolve towards more functional products, such as health drinks with added probiotics and collagen, driven by consumer demand [10] - Digital penetration is anticipated to significantly impact the market, with projections suggesting that the instant retail scale could reach 100 billion yuan by 2030 [12] - The industry is transitioning from being a "social tool" to a "lifestyle companion," focusing on capturing the needs for health, emotion, and efficiency [13]

Core Viewpoint - RIO is expanding its product line by launching a new 12-degree cocktail, aiming to capture a broader market segment amidst declining sales and increasing competition in the ready-to-drink (RTD) beverage sector [2][3][4]. Product Launch and Market Position - The new 12-degree cocktail, available in three flavors, marks a significant increase in alcohol content compared to RIO's previous offerings, which ranged from 3 to 8 degrees [2][3]. - The product was launched online on August 5, but initial sales figures were disappointing, with minimal units sold on platforms like Tmall [11][12]. - RIO's core business is primarily driven by its cocktail series, which includes various sub-brands targeting different consumer preferences [3][6]. Consumer Trends and Target Audience - The shift towards higher alcohol content is a response to changing consumer preferences, particularly among younger male consumers and heavy drinkers, while still targeting female consumers with marketing strategies [7][8]. - The introduction of the 12-degree cocktail aims to fill the market gap between low and high alcohol beverages, differentiating itself from lower-alcohol products criticized for being too sweet [7][8]. Competitive Landscape - RIO faces increasing competition from both established brands and new entrants in the RTD market, including traditional liquor companies that have begun to offer their own pre-mixed cocktails [14][15]. - The company's market share has been challenged by the emergence of alternative beverages, leading to a decline in sales and a reduction in the number of distributors [16][17]. Financial Performance - RIO's parent company, BaiRun Co., reported a revenue decline of 6.61% in 2024, with a continued downward trend into 2025 [16][17]. - The pre-mixed cocktail segment, which constitutes nearly 90% of RIO's revenue, has been the primary driver of this decline, with a reported 7.17% decrease in revenue from this category [16][17]. Marketing and Brand Strategy - RIO's historical marketing strategies, including high-profile sponsorships and celebrity endorsements, have contributed to its initial success, but the brand is now struggling to maintain its relevance in a saturated market [13][15]. - The company has increased its marketing expenditures in recent years, but the effectiveness of these efforts is being questioned as consumer interest wanes [15][17].

Core Concept - The concept of "human touch" is gaining popularity on social media platforms like Douyin, Xiaohongshu, and Weibo, emphasizing the value of authentic and relatable content in a fast-paced, content-saturated environment [1][8][23] Group 1: Definition and Characteristics of "Human Touch" - "Human touch" can be defined as high-energy content that breaks away from polished personas to showcase authenticity [1][3] - It includes emotional storytelling and relatable scenarios that resonate with users, such as the portrayal of everyday struggles faced by workers [5][8] - The trend reflects a shift from abstract brand messaging to more tangible, relatable content that connects with audiences on a personal level [9][13] Group 2: Impact on Marketing and Branding - Brands are increasingly favoring influencers and celebrities who embody "human touch," as they resonate more with consumers than traditional high-end representations [9][14] - Successful marketing campaigns leverage relatable figures, like the endorsement of a cocktail brand by a celebrity known for their approachable persona, enhancing brand recognition [11][13] - The rise of "human touch" marketing is evident in brands engaging directly with consumers through relatable content, breaking down barriers and fostering a sense of community [18][19] Group 3: Role of Social Media Platforms - Social media platforms play a crucial role in amplifying "human touch" content, facilitating connections between brands and users [19][21] - Platforms like Xiaohongshu and Douyin are becoming trendsetters, using vibrant visuals and relatable narratives to engage younger audiences [21][22] - The dual role of platforms as both trend observers and creators helps to enhance user engagement and brand loyalty by making users feel seen and valued [21][22]