How much wines a traditional Chinese girl should drink?

Article/Pen

Translate/Melody

Editor/Melody

Photos/Internet

If the Woman's rights declaration issued by Oranp DE Guge in September 1791 is the symbol of the Woman's liberation movement around the world, then inrecent years, it is the climax of the Woman's rights movement in the Chinese wine market.

Although China has long considered red wine for lesbians, women accounted for only about 30 percent of China's wine consumption in 2012, according to market research data. According to a survey conducted by the HongKong trade development council on mainland wine consumers in 2017, women accounted for 50 percent of the total.

According to the data released by easy knowledge in 2018, especially in the age group of 19 to 25, 55% of consumers are women, and this age group is the main force of future wine market. Women now make up more than 60 percent ofthe wine market, according to 18 years of other market research.

All of these figures illustrate a big trend facing the Chinese winemarket -- "femininity".

Will the future market be dominated by women?

"Liquor too strong too strong, beer and long belly, wine but beauty". In deed, wine is more acceptable to women than other alcoholic products.

According to market able data, women have a strong preference for wine, at 34 percent, compared with 25 percent for men. In addition, media figures show that more than 70 per cent of household wine decisions are made by women.

The rise of female consumers in the wine market has been greatly influenced by woman's education and changes in the workplace environment. Until the 1980s, woman's education was relatively traditional and conservative, and they tended to work with ease and stability. 

The post-90s women live in an era that endows them with the spirit of pursuing individuality and independence, as well as greater challenges in work and life.

Young women have also become more accepting of alcohol in a more open-minded context, and as woman's income levels have risen, they have become more able to afford wine. Pressure is also one of the reasons for the increase of young woman's consumption of wine.

Under the pressure of young women such as working, buying a house and getting married, a survey shows that 21% of female wine consumers consume wine for the purpose of relieving pressure.

Female consumers have very different attitudes toward wine than men."Binge-drinking" is not popular among women, many of whom drink to feel tipsy rather than to feel "completely drunk and unconscious".

Women prefer softer wines to stronger wines. In addition, the package, price and gimmick factors of the product are more likely to impress female consumers than brand factors. And women are more receptive to sweeter wines.

Wine markets in western countries also differ between men and women

In the western wine market, women are also the main force of wine consumption.

According to a study by Roy Morgan, an Australian market research company, in the Australian wine market in 2018, 50% of drinks consumed by women are wine, while only 31% of drinks consumed by men.

 

In a consumer survey conducted last year by the BBS newspaper in Chicago, 60% of American wine consumers were women. 

Even the American wine marketing association and the renowned nelson consultancy said, "women are like nails on the wine bench in the 21st century. Women are more consumers of wine than men, which indicates that we should consider more female consumers in wine marketing."

Our neighboring countries, including India, South Korea and Japan, also show equal or higher female wine consumption than male wine consumption. Therefore, from the experience of the global market, female consumers always play a crucial and decisive role in the wine consumption market.

The influence of "femininity" on Australian imported wine

The rise of Chinese women wine consumers has brought more business opportunities for Australian wine imports. China's female consumer market has huge potential, and woman's tastes are very different from man's. 

Female consumers prefer products with relatively soft taste, sweet mouth and after taste, exquisite packaging, interesting gimmicks, appropriate price and even activities.

Australia produces a variety of wines, which may not be popular with men before, but may be very popular with women consumers. In addition, woman's consumption psychology is different from that of men, and their marketing models are also very different. 

For example, many wine merchants have launched marketing models that combine "yoga and wine" or "wine and beauty" for female consumers.

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我们不搞教育，也不去卖酒，这些我们不够格。我们只想拥有自己的态度，去说别人不敢说的话，去试多数人不敢试的事。分析行业性和市场性的事件及趋势，解答核心从业者的疑虑。在市场语境下，我们认为“酒不重要”，而总有一天，你会明白这不是痴人说梦。