The Purpose of Market Research in Liquor E-commerce Industry

The liquor e-commerce industry refers to the industry that sells liquor products through Internet platforms, including integrated e-commerce platforms, liquor vertical e-commerce platforms, and liquor companies' self-operated online flagship stores. The liquor e-commerce industry is an important part of China's new liquor retail. With the development of consumers' online liquor purchase habits and the strengthening of the online layout of liquor enterprises, the liquor e-commerce industry is showing a trend of rapid growth. According to data from Ai Media Consulting, the size of the new retail market for liquor will be about 151.62 billion yuan in 2022 and will reach 174 billion yuan in 2025. Among them, Chinese-made liquor products will account for 78.74 percent in 2022, with sales of about 10.833 billion billion yuan, up 100.61 percent year-on-year. Social media e-commerce liquor products will outperform the liquor market.

The purpose of the market research of the liquor e-commerce industry is to understand the market scale, market structure, market demand, market competition, market opportunities and other aspects of the liquor e-commerce industry, and to provide the basis and guidance for the liquor enterprises and e-commerce platforms to formulate reasonable strategies and marketing plans. Market research can help wine companies and e-commerce platforms:

Understand the development status and trends of the liquor e-commerce industry, and grasp the pulse and trends of the market;

Understand the consumer characteristics, consumption habits, consumption needs, consumption preferences, etc. of the liquor e-commerce industry to enhance user insight and user experience;

Understand the strengths, weaknesses, strategies and actions of competitors in the liquor e-commerce industry, and formulate effective competitive strategies and differentiation advantages;

Understand the potential opportunities and risks of the liquor e-commerce industry, seize market opportunities and avoid market risks.

Market Research Methods of Liquor E-commerce Industry

The methods of market research in the liquor e-commerce industry include the following:

Literature analysis: by collecting, sorting and analyzing relevant literature, such as industry reports, policy documents, professional journals, news media, etc., to obtain basic information and background knowledge of the liquor e-commerce industry;

Data analysis method: by collecting, sorting and analyzing relevant data, such as industry data, market data, user data, competition data, etc., using statistics, mathematics, economics and other methods, the market scale of the liquor e-commerce industry, market structure, market demand, market competition and other quantitative analysis and prediction;

Survey and interview method: through the design, implementation and analysis of relevant questionnaires, interview guides, focus groups, etc., directly collect, sort out and analyze their opinions, suggestions and evaluations from relevant personnel in the liquor e-commerce industry, such as consumers, distributors, suppliers, competitors, experts and scholars, so as to obtain first-hand information and in-depth insights of the liquor e-commerce industry;

Case analysis method: By selecting, researching and summarizing the typical cases of the liquor e-commerce industry, such as success cases, failure cases, innovation cases, etc., reveal the success factors, failure reasons, innovation models, etc. of the liquor e-commerce industry, and provide reference and enlightenment for the strategy and marketing of the liquor e-commerce industry.

Market Research Process of Liquor E-commerce Industry

The process of market research in the liquor e-commerce industry generally includes the following steps:

Determine the research objectives: clarify the theme, content, scope, object and duration of the research, and formulate the research objectives and requirements;

Design research plan: select appropriate research methods, tools, indicators, samples, etc., and prepare research plans and plans;

Implementation of research activities: according to the research plan, carry out literature analysis, data analysis, survey visits, case analysis and other activities, collect, sort out, summarize and classify relevant information and materials;

Analysis of research results: using logical analysis, causal analysis, comparative analysis, comprehensive analysis and other methods, the research results are analyzed and explained, and the market size, market structure, market demand, market competition, market opportunities and other important aspects of the liquor e-commerce industry are extracted.Conclusions;

Compile research report: according to the research results, write research report, including title, summary, keywords, directory, body, conclusion, recommendations, references, etc., the report should be clear, complete, accurate, objective and standardized;

Submission of research report: submit the research report to the client or relevant parties for communication, exchange, feedback, evaluation, etc., and modify, improve and supplement as needed.

Results of market research on liquor e-commerce industry

Taking Shangpu Consulting as an example, the following are some of the results of the market research on the liquor e-commerce industry:

Market size of liquor e-commerce industry: According to data from Shangpu Consulting, the market size of liquor e-commerce industry will be about 10.833 billion yuan in 2022, an increase of 100.61 percent over the same period last year; it will reach 17.4 billion yuan in 2025, with a compound annual growth rate of 16.76 percent. The market size of the liquor e-commerce industry as a percentage of the new retail market size of liquor increased from 71.42 percent in 2022 to 75.00 percent in 2025, indicating the increasing status and influence of the liquor e-commerce industry in the new retail of liquor.

Market structure of the liquor e-commerce industry: according to data from Shangpu Consulting, the market structure of the liquor e-commerce industry in 2022 consists mainly of the following aspects:

By platform type, integrated e-commerce platforms accounted for the highest proportion, at 47.06 per cent, followed by liquor vertical e-commerce platforms, at 29.41 per cent, and liquor companies' self-operated online flagship stores, at 23.53 per cent;

According to the price range, high-end liquor accounted for the highest proportion, 41.18 percent, followed by medium and high-end liquor, accounting for 35.29 percent, medium and low-end liquor accounted for 17.65 percent, and low-end liquor accounted for 5.88 percent;

By brand type, domestic liquor accounted for the highest proportion, at 94.12 per cent, followed by imported liquor, at 5.88 per cent;

According to the age of consumers, 30-39 years old accounted for the highest proportion, accounting for 47.06 per cent, followed by 40-49 years old, accounting for 29.41 per cent, 20-29 years old accounted for 17.65 per cent, and over 50 years old accounted for 5.88 per cent;

By consumer gender, men accounted for the highest share at 82.35 per cent and women at 17.65 per cent.

Market demand for the liquor e-commerce industry: according to data from Shangpu Consulting, the market demand for the liquor e-commerce industry in 2022 is mainly affected by the following factors:

Consumers' requirements for liquor quality, brand, taste, health, etc. continue to increase, and their expectations for the service, logistics, and after-sales of liquor e-commerce platforms continue to increase;

Consumers' demand for diversification and personalization of liquor consumption scenarios, consumption patterns and consumption concepts is increasing, and their demand for content, social interaction and interaction of liquor e-commerce platforms is increasing;

Consumers' demand for liquor consumption frequency, consumption amount, consumer goods and other aspects is constantly changing, and the demand for liquor e-commerce platform promotion, discount, gifts and other aspects is increasing;

Consumers' demand for liquor consumption experience, consumption experience and consumption value is increasing, and the demand for the story, emotion and culture of liquor e-commerce platform is increasing.

Market competition in the liquor e-commerce industry: according to the data of Shangpu Consulting, the market competition in the liquor e-commerce industry in 2022 is mainly manifested in the following aspects:

Platform competition: The competition among integrated e-commerce platforms, liquor vertical e-commerce platforms, and liquor companies' self-operated online flagship stores is becoming increasingly fierce, each using its own resources, channels, technology, data and other advantages to compete for the liquor e-commerce industry Market share and user loyalty;

Brand competition: The competition among high-end liquor brands, mid-to-high-end liquor brands, mid-to-low-end liquor brands, and low-end liquor brands is becoming increasingly fierce. Each uses its own advantages in quality, reputation, marketing, and innovation to compete for the brand in the liquor e-commerce industry. Influence and user awareness;

User competition: the competition among consumers of different ages, genders, incomes and regions is becoming increasingly fierce. They use their own needs, preferences, habits, values and other characteristics to compete for user resources and user satisfaction in the liquor e-commerce industry.

Market opportunities in the liquor e-commerce industry: according to data from Shangpu Consulting, the market opportunities in the liquor e-commerce industry in 2022 are mainly reflected in the following aspects:

Technical opportunities: use new technologies such as artificial intelligence, big data, cloud computing, and blockchain to improve the operational efficiency, user experience, data security, and trust of the liquor e-commerce platform;

Content opportunities: use new content such as videos, live broadcasts, short videos, and communities to enhance the content attractiveness, user stickiness, user conversion, and user reputation of the liquor e-commerce platform;

Social opportunities: use WeChat, Douyin, Kuaishou, Little Red Book and other new social activities to enhance the social communication, user interaction, user fission, user loyalty, etc. of the liquor e-commerce platform;

Innovation opportunities: the use of customization, private domain, scenario, experience and other new innovations to enhance the liquor e-commerce platform product differentiation, service personalization, marketing scenario, experience optimization and so on.

Case and Experience of Market Research in Liquor E-commerce Industry

Shangpu Consulting is a professional market research and consulting company with many years of market research cases and experience in the liquor e-commerce industry. The following is a brief introduction to the market research services provided by Shangpu Consulting for some customers in the liquor e-commerce industry:

Provide market research services for a well-known high-end liquor brand in the liquor e-commerce industry, help it understand the market scale, market structure, market demand, market competition and other conditions of the liquor e-commerce industry, and formulate strategic plans and marketing strategies for the liquor e-commerce industry Provide basis and guidance;

Provide market research services for a well-known liquor vertical e-commerce platform in the liquor e-commerce industry, help it understand the consumer characteristics, consumption habits, consumption needs, consumption preferences, etc. of the liquor e-commerce industry, and provide basis and guidance for improving the user insight and user experience of the liquor e-commerce platform;

To provide market research services for a well-known integrated e-commerce platform in the liquor e-commerce industry, to help it understand the strengths, weaknesses, strategies and actions of its competitors in the liquor e-commerce industry, and to provide basis and guidance for its formulation of effective competitive strategies and differentiation advantages and differentiation advantages in the liquor e-commerce industry;

Provide market research services for a well-known liquor brand in the liquor e-commerce industry, help it understand the potential opportunities and risks of the liquor e-commerce industry, and provide basis and guidance for it to seize the market opportunities and avoid market risks in the liquor e-commerce industry.

In the process of market research in the liquor e-commerce industry, Shangpu Consulting encountered the following challenges and solutions:

Challenge 1: The market data of liquor e-commerce industry is incomplete, inaccurate and not timely, which leads to the difficulty and error of data analysis;

Solution 1: Shangpu Consulting collects market data of liquor e-commerce industry through multiple channels, methods and angles, such as using web crawlers, third-party data platforms, industry associations, government departments, etc. to obtain data, using supplementary data such as questionnaires, interviews, focus groups, etc., and using data cleaning, data verification, data fusion, etc. to process data to improve the integrity, accuracy and timeliness of data.

Challenge 2: Consumer behavior in the liquor e-commerce industry is complex, changeable and difficult to capture, resulting in increased difficulty and error in user insight;

Solution 2: Shangpu Consulting analyzes the consumer behavior of the liquor e-commerce industry through multi-dimensional, multi-level and multi-methods, such as using demography, psychology, sociology and other methods to analyze the characteristics, motivation, attitude and value of consumers, and using user portrait, user journey and user experience to analyze the needs, preferences, habits and feelings of consumers, use user clustering, user analysis, user models, etc. to analyze consumer behavior, path, results, etc., to improve the complexity, variability, and capture of user insights.

Challenge 3: The competitive environment in the liquor e-commerce industry is fierce, fast and unpredictable, resulting in increased difficulty and error in competitive strategies;

Solution 3: Shangpu Consulting analyzes the competitive environment of liquor e-commerce industry through multi-angle, multi-dimension and multi-method, such as using Porter's five-force model, SWOT analysis and PEST analysis to analyze the competitive strength, competitive advantage and competitive trend of liquor e-commerce industry, and using competitor analysis, competitive intelligence analysis and competition early warning analysis to analyze the competitors, competitive actions and competitive risks of liquor e-commerce industry, using competitive positioning, competitive differentiation, competitive synergy, etc. to analyze the competitive strategy, competitive effect, competitive opportunities, etc. of the liquor e-commerce industry to improve the intensity, rapidity and predictability of the competitive strategy.