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From the perspective of Chinese netizens’ understanding of wine information channels in 2021, short video channels (Tik Tok, Kuaishou, Weishi, etc.), introductions by relatives and friends, traditional advertising channels (TV/elevator/store advertisements, etc.), and content sharing platforms (Xiaohongshu) , Zhihu, Weibo, etc.) are the main channels for netizens to learun about wine information, accounting for 48.0%, 45.3%, 42.3% and 42.1% respectively. Besides, wine events/exhibitions and books are also important channels for netizens to understand wine information, accounting for 33.9% and 12.2% respectively.

　In fact, traditional wines have the image of "light luxury", and they have a natural sense of distance from young people. With the popularity of the low-alcohol drinking in recent years, the average drinking age of Chinese consumers has further decreased, and more and more young people are becoming the backbone of alcohol consumption. Wine brands use new media platforms for marketing through short video contests, graphic cursive lists, live broadcasts and other forms, which conform to the media usage habits of young people, thus strengthening the reach of young groups in wine brand communication and cultural communication. The effect has effectively tapped potential consumers and further promoted the development of China’s wine industry.