Take two sips and finish! Who is paying for the "small economy"?, A "small jar of wine" consumer for 20 yuan | Definition | Economy

"Do you want to drink alcohol?" "Drink, but only want to drink a little."

Have you noticed that this generation of young consumers, who are pushing cups and changing cups but don't want to get drunk, suddenly become obsessed with "small cans of wine" in small quantities.

In the recent 618 liquor industry battle report, the growth rate of small canned liquor with exquisite figures was particularly significant. It has to be said that the smaller "small jar of wine" has grown on the tip of consumers' hearts again.

How did they catch fire?

From "not getting drunk and not returning" to "drinking lightly and getting slightly tipsy"

"On sleepless nights, a small bottle is enough." Habituated with the "C in the morning and A in the evening" lifestyle, Longlong, a 95s girl from Hangzhou, couldn't help but have a glass of "good night wine" before going to bed.

"During the day, coffee is refreshing, but at night, you still need to drink a glass for stability." Long Long said, choosing a single bottle of red wine with a capacity of "restrained" below 200ml, "not wasting, but also controlling the quantity."

Taking advantage of the 618 shopping festival, Ms. Wang, who lives in Hangzhou, added a box of small packaged wine to her shopping list. At a gathering of friends, the small jar of wine that was previously thought of as a lonely drink finally found a place. "Each person has one bottle, and drinking alcohol should also be done with a clear mind," she said, as the cute "little jar of wine" appeared, putting the wine back to its original position.

A report on light drinking among contemporary young people shows that over 80% of young people prefer light drinking, and 59.2% of young people prefer to be hazy, lazy, and slightly tipsy.

The shift from "not getting drunk and not returning" to "drinking lightly and slightly" has changed the definition of "drinking a cup" among this generation of consumers, accelerating the change and influencing the consumption trend of the liquor market.

"Reducing size has become a major consensus in the industry." How to define "small jar wine"? In the industry's view, it refers to wines generally packaged below 330ml, as 330ml is the size of a standard can. According to the latest data of Tmall Supermarket, during the whole 618 period, imported beer with the size below 330ml increased by 202%, imported foreign wine increased by 54%, and domestic Baijiu increased by 122%.

"The wine bottle is absurdly small", "it's as big as the canned sesame oil commonly seen in hot pot restaurants, it's so cute", "20 yuan, two bites to finish"... The feedback in the comment section is mixed, but "small jar wine" still occupies the wine glass of this generation of consumers with incredible speed——

Budweiser has launched a mini can with a size of only 255ml, which is nearly half the size of the normal 500ml packaging. Qingdao Beer has launched a mini can with a 200ml packaging, while Japanese beers such as Asahi and Kirin have also launched an XS version with a capacity reduced to 135ml.

At the same time, low alcohol drinks such as plum wine and Rio Ruiao pre mixed cocktails are also becoming smaller. The plum wine brand "Meijian" has launched a 150ml small wine with a bottle width of about 5cm. As soon as it was put on the shelves, a netizen joked, "This is not as long as my phone."

The Baijiu industry, which strives to get close to young people, also has a "small" mind. Last year, the Maotai e-commerce app "i Moutai" was officially launched, and the mini Feitian 53 ° 100ml Kweichow Moutai liquor was launched.

From a hot pot base to a bottle of rice

From the "Little Treasure Cup" of milk tea to a bottle of rice and a hot pot base, "shrinking" is undergoing a wonderful chemical reaction with various industries.

The most infuriating experience for a girl born in 1995, Wen Wen, was climbing up the fifth floor of an old residential area with a 10 pound bag of rice, sweating profusely, only to find out that she had walked to the wrong unit building. For Wen Wen, cooking at home is a headache. "Cooking once a few days, how long does it take to finish a bag of rice? It's like growing rice worms."

But rice still needs to be eaten. Knowing the pain points of young people, a fresher and more convenient "bottle of rice" has emerged.

Wen Wen noticed that 175 grams of vacuum packaging, 300 grams of bottled rice, and even the no Taobao rice series have quietly appeared on major e-commerce platforms. "The most exaggerated introduction is simply pouring in a bottle of rice and two bottles of water, and having dinner is ready," said Wen Wen.

The enthusiasm of young people for "small packaging" has also been confirmed by a set of consumption data. According to Hema data, the same type of Hema rice sells for 9.9 yuan/jin in a 1 jin small packaging and 7.8 yuan/jin in a 10 jin large packaging. However, the sales of small packaging are three times that of large packaging.

"Who invented this thing? It's amazing!" Strolling through the food section of Hangzhou Supermarket, a young man born in 1985 said, "Eating a small hot pot alone no longer has any psychological burden.".

He found that more and more hot pot brands are launching single person hot pot base ingredients, promoting the concept of one person eating. "The hot pot seasoning is directly made into a single serving, the size of which is like a piece of dried tofu. When one person eats it, they only need to put one serving, which is less than 5 yuan."

At the same time, "one person eating" has completely driven the replacement of kitchen appliances, and has also sparked the popularity of some smaller and smaller household appliances. I once thought that 1.2L was already the minimum size for a rice cooker, but recently, Xiaobin found a more accurate 0.8L mini rice cooker and said, "It's just right for a person to eat."

From personal scenes of eating rice and hot pot, to rice cookers, instant noodle pots, and refrigerators, the "mini track" confined to the kitchen is becoming wider and wider, attracting capital from all walks of life. No wonder Xiaobin sighed, "All parties have set their sights on singles, except for love."

Is it a good business that everything can be "mini"?

Since last year, the trend of "everything can be mini version" has swept across many industries. Why is the industry more enthusiastic about small packaging? Will this be a good business?

The logic behind this is closely related to the change in consumer lifestyle concepts. In the marketing industry, the fundamental reason behind the "visual" and "sensory" factors is still the change in consumer trends.

"The transition from low alcohol alcohol to small jar wine reflects the importance of drinking alcohol, gradually shifting from a strong social attribute to a sense of self pleasing ritual among young people." The head of the beverage industry at Tmall Supermarket said that "getting smaller" can accurately target young people, and it is precisely in line with the preferences and consumption tendencies of "post-90s" and "post-95s" consumers.

The launch of small packaging has lowered the threshold for customer acquisition and is conducive to brand penetration. In the eyes of the outside world, on the one hand, there have been more young people who love to be alone, and small packaging and small doses have gradually gained a large market. In the eyes of merchants, these pulled personal feelings of loneliness are precisely the bustling market they need to seize.

In the view of Chinese food industry analyst Zhu Danpeng, the new generation has become the mainstream consumer group. They not only have a taste for new things and niche pleasures, but also have a strong sense of identification with consumption scenarios such as staying at home and being alone.

"From the perspective of recognizing, embracing, satisfying, and pleasing the new generation, the development of small packaging conforms to the concept of consumer centeredness, matches the future development direction of brands and enterprises, and meets the core needs of different consumer groups." Zhu Danpeng told Chao News reporters that packaging specifications are becoming increasingly diversified, which is an important development direction and trend for the future fast-moving consumer goods industry. "The consumption thinking and behavior of the new generation are driving innovation, upgrading, and iteration in the entire industry."

After becoming smaller, becoming "cute" brings unique social attributes and successfully makes young people pay the bill. "A phenomenon or product that can become popular must provide a fresh experience that is different from the past. In the industry, consumer trends are always changing, and new packaging is bound to emerge one after another." Shrinking "is not the key to the success of the fast-moving consumer goods industry. Pragmatic market insights are the key to" truly meeting user needs, products have the soil for survival. ""

In the era of traffic, both the size and size of products can bring eye-catching effects. In the rapidly changing consumer trend, how much money are ordinary people willing to spend on this "small" business?