2022国产白酒网络市场洞察

5,836 前言：中国白酒市场概况梳理 2017-20201% 6,126 1% 电商已经成为一种趋势，渗透到了产业经济的各个环节，已经在白酒产业的前端销售、中端运营、后端生产各个环节产生了深远的影响。 5,018 2013 5,259 2015 5,559 2015 2016 5,654 2017 5,364 2018 5,618 2019 2020 白酒消费进入存量市场已久，高端白酒是推动行业发展的重要驱动力 •2012& •2022 白酒公司长期竞争力核心在于品牌，品牌力打造是高端化的核心因素 • 2016-202010% 912 991 1,043 1,1451,192 852 790 813 20132015201520162017201820192020 36500ml52 • 20228% ( 202226% 52.0% 白酒公司逐步增加线上营销投入，打造新零售模式，寻找新的高效增量路径 64.3 60.0% 81.2 2021H12022H12021Q12022Q1 &QuestMobile 01 02 目录 03 04 01 80%2450 2022Q1-Q3 91.36 123.90 101.69 114.48 TGITGI100TA 79% TGI:150 10.76% 22.20% 35.67% 62.90 TGI 9.38% 9.02% 8.89% 8.84% 79.25 127.50 137.75 129.75 10.93% 20.45% 18~2324~3031~4041~5051+ 6.03% 5.38% 94.50 126.75 99.00101.50100.25105.00 94.75 5.02% 4.72% 92.00 107.25 19.04% VS 7.97% 23.83% 79.50 18.86% 9.83% TGI 3.49% 3.48% 3.34% top30 3.16% 88.25 97.75 77.50 115.00 0.98%/1240.92%/1340.83%/1260.73%/146 /TGI 18.32% 21% TGI:44 2.78% 2.76% 94.00 102.50 TGI=100 & APPMAU 32.3% 33.0% 32.9% 22.0% 28.4% 18.0% 27.5% 27.2% 16.8% 23.9% 22.6% 15.1% 20.3% 12.1% 15.4% 13.5% 2022 TGI / / /24-504030 /30 /B/ BZ 18-2324-3031-4041-5050+ 345M 107.5 91.792.797.499.9 102.1109.3 & 20225-6 1,016M 609M 680M 189M 492M 106M 157M 875M MAUAPP QuestMobileApp *100 -2022 / MAU TGI= / 443M 104.3 102.8 101.8 100.1 99.6 95.9 49.5 97.5 101.5 95.292.196.5 96.9104.997.1 98.092.997.3 99.9130.4106.7 100.5110.4103.9 104.5121.6105.8 156.0104.8101.5 102.899.6101.6 98.3104.8109.6 100.0102.9109.5 30 100.2100.794.7 100.2102.3108.2 90.791.684.730 97.1 88.1 95.197.0 94.492.5 30 98.697.799.0 102.2100.194.2 107.393.379.540 50%; & & &PUGC & 308 240 •30 •7 • •B % 3018-29 -/& 0%20%40%60%80%100% 10,000 50 53.3% 67.6% , 26,000 40,000 8,939 9,000 41-49 66.2% 71.8% 793 675 600B 8,000 7,000 , 6,037 ,6,101 6,000 104 25.6% 40 28.5% 5040-4940 5,000 20222022.1-2022.9 •TOP3// •//B •/// 47.3% 2021Q1-2022Q1 & ,476& ,330 9.5% 34.6% 9.1% 21.5% 11.4% ,320 0%20%40%60%80%100% ,13,156 15,000 4.3% 6.5% 2.7% % 1.3%1.2%1.2% %, TOP3 10,000 54.9% 52.5% % 3018-29 B 57.0%90 53.0%31 53.8%20 ,5,037 5,000 51.6% 24.3% 23.0% 20.5% 23.4% 25.1% 18.9% 26.7% 19.2% 21.6% 51.5% 1919 12 53.0% 50.4% 0 10 10 32 2022-2022.1-2022.9 • • •300-600 •/ 1,000 5.9% 601-1,000 10.8% 301-600 29.8% 300 53.5% 500ml/ 3018-29 5.7% 6.1% 11.5% 10.2% 30.8% 28.9% 52.0% 54.8% & / 0%20%40%60%80%100% 855 0-100 4.8+ 101-300 4.8+ 301-600 4.8+ 601-1000 2600+ ＞1001 2700+ 234 788 2021Q1-2022Q1 554 /B 5050-100100-300300-600600-1,0001,000 357 , 4,376 , 3,742 600, 3,592 300 ,3,368 37.6% 12.1% 20.8%20.9% 8.5% 6.0% 32.8% 13.3% 22.5%22.3% 9.1%5.1% 49.8% 10.7% 17.1% 16.2% 6.3% 3.8% 2021Q22021Q32021Q4 2022 39.8%10.7%19.9%22.2% 7.3% 4.3% 2022Q1 ;- 2022.1-2022.9 300600 50 59.5% 34.9% 15.6% 12.9% 40-49 8.7% 66.4% 30.2% 11.0% 40 1.2% 44.7% 15.3% 38.8% 0-100 38.8% 44.1% 19.8% 18.2% 101-300 50.3% 38.6% 12.9% 15.6% 301-600 67.5% 27.4% 7.8% 9.2% 601-1,000 77.0% 16.2% 5.6% 7.3% 1,001 85.5% 12.4% 3.0% 7.3% • • • / / TOP TOP •• • •• • 2022100w~250w28 • #15…… # # # ••• ·· •• 4118 • 52 • 2022vs2021 1,575 1,606 293%203% 519 409 2021Q1-Q32022Q1-Q3 0.8%酿 酒工 2.3% 产 地 100 产 艺区 TOP5 8,500 2,700 1,200 1,200 900 152 73 73 70 500 101.7 23.89% 73.2 16.60% SOV& 45.5 100.0101.1 4.45%4.05%3.64% /SOV2022.1-2022.9 *=[/]*100100100 2022 20% ——/ 2022 103% 100ml 0→509 “i”188 0→2,867 20226 · 0→220 200+ · ——20228.15 —— 2022 418% 2022 0→327 500+ 2022 214.8% 2+ 2022 WTTZEEKR 50152029/39/59 8 1,499 998 1519 消费者核心决策点布局重要决策点布局 ——画像+购酒决策平台——度数、香型——价格、工艺产地、包装设计 •• 24-50 • 300-600 - •&- -B•/ • // •30+ TGI • -//B B -/// Z 02 35.4% 18-2930 30.6% 41.7%/ 17.1% top5 28.8% 14.7% 21.1%/ 15.1% top5 /19.3% /11.0% 10.8% 11.2% 18.6% 19.8% / 5.0% 6.9% /top5 omakase 5.5% 3.7% 7.8% 0.4% 2022 *//2022.1-2022.9 •/ / • //& 18-2930 41.7% 25.2% 50% 28.4% 21.1% 43.7% 39.2% 40% 30% 130.5 20.8% TOP5 116.8 93.6 2022& 146.1 97.1 188.3 172.3 15.7% 22.5% .100 200 150 18.6% 100 11.4% 3.0% 10.1% 13.2% 3.9% 2.2% 20% 10% 0% 15.6% 10.8% 7.5%7.4% 76.7 50 25.9 0 2022&2022.1-2022.9 *=[/]*100100100 //300/600// 300600 SOV-SOV-300 17.5% 19.0% 14.2% 16.1% 10.7% 10.6% 9.8% 10.6% 9.5% 9.0% 7.1% 6.1% 155.2 96.3 81.4 81.7 272.3 61.4 39.5 68.4 133.6 99.8 84.5 91.9 134.6 120.9 97.3 59.1 127.6 106.1 97.7 76.4 110.5 138.8 79.8 82.3 93.6 92.6 122.8 85.5 77.8 95.6 132.5 84.1 91.5 99.5 94.3 113.3 64.1 95.7 116.7 112.3 79.2 88.8 103.2 121.6 89.2 126.3 140.7 40.5 106.4241.8 105.6 88.6 103.852.1 86.1 54.9 109.0 119.2 84.9 94.0 71.387.2 86.9 99.1 111.9117.9 119.690.4 4.4% 3.4% 3.0% 2.7% 4.5% 4.4% 3.9% 2.9% SOV-600SOV- 12.4% 16.6% 14.9% 20.0% 12.0% 10.4% 9.6% 5.8% 5.5% 5.2% 14.6% 13.0% 8.6% 5.3% 5.2% 5.2% =[ 2022.1-2022.9 / ]* 100 100 100 5.1% 4.6% 4.1% 3.5% 80% 300 2022.1-2022.9 TOP3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% B // / 60% 600 50% 70% / 2022.1-2022.9 * • • ••/ •• / / / 消费者诉求品牌营销现状 • •/ //& 场景价格• /600 //300 // 场景社媒•/// 场景度数• 场景地点•/ 03 研究方法论： 运用线上营销“ABC”评估体系，分析白酒品牌线上营销布局情况，筛选出品效合一标杆品牌进行深度洞察。 Awareness