“The Chinese spirits market developed slowly but is now resilient and shows signs of recovery. Price reduction is not a sustainable tactic for premium baijiu market players to deal with the pressure of anti-extravagance; companies and brands should concentrate on the uniqueness of baijiu to differentiate it from other spirits. To target the next generation of baijiu drinkers, companies and brands should not only opt for packaging innovation, but also diversification such as purchase channels and occasions, to facilitate the decision making of younger consumers. Something to strive for is the progress of customised and personalised baijiu.”
– Lei Li, Research Analyst
This report looks at the following areas:
How to stimulate consumer interest in the declining premium baijiu market? How to utilise customisation and personalisation for baijiu? How to make baijiu to appeal to younger consumers?