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In recent years, the online penetration rate of China's spirits has continued to increase, and the online process has accelerated significantly since 2020. Relevant data show that the online alcohol market in 2023 will exceed 120 billion yuan, an increase of 56.4%. The sales volume of the four platforms all increased, among which Taobao platform increased the most, reaching 147.9%; Jd's platform had the largest sales volume, reaching 34.08 billion yuan. In 2023, among the various segments of the online alcohol market, the scale of liquor/fragrant wine reached 90 billion yuan, far exceeding other categories, and the sales growth rate reached 77.7%, driving the rapid growth of the online alcohol market. Among them, Maotai-flavored liquor in 2023 GMV (website transaction amount) reached 32.37 billion yuan, an increase of 151.1%, both large-scale and high growth, reflecting the Maotai-flavored heat in the consumer side of the city.

With the continuous increase of online penetration and the active participation of more and more large participants, online channels have become a growing force that cannot be ignored in the wine industry.

According to” White Paper on Consumption of China's Drinks Industry “in 2023, young consumers have gradually become the main consumer, and more than half of the liquor consumers are born after 85, and most of the new consumer groups are born after 95. Therefore, reaching young people in their channels should be an important direction for wine companies to cultivate new consumer groups.