Shangpu Consulting: Necessary Conditions and Advantages of National Manufacturing Individual Champion Proof-Shangpu Consulting Company

Your location:Home Page > Researcher Articles > Consumer Research >

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

2024-07-18 09:36:54 来源：尚普咨询浏览量：0

白酒电商行业市场调研的目的

白酒电商行业是指通过互联网平台销售白酒产品的行业，包括综合电商平台、酒类垂直电商平台、酒企自营线上旗舰店等。白酒电商行业是中国酒类新零售的重要组成部分，随着消费者线上购酒习惯的养成和酒企线上布局的加强，白酒电商行业呈现出快速增长的态势。根据艾媒咨询的数据，2022年酒类新零售市场规模约为1516.2亿元，2025年将达1740.0亿元；其中，中国产白酒品类2022年占比78.74%，销售额约为108.33亿，同比增长100.61%，社媒电商白酒品类销售增长速度跑赢酒类大盘。

白酒电商行业市场调研的目的是为了了解白酒电商行业的市场规模、市场结构、市场需求、市场竞争、市场机会等方面的情况，为酒企和电商平台制定合理的战略和营销方案提供依据和指导。市场调研可以帮助酒企和电商平台：

了解白酒电商行业的发展现状和趋势，把握市场脉搏和动向；

了解白酒电商行业的消费者特征、消费习惯、消费需求、消费偏好等，提升用户洞察和用户体验；

了解白酒电商行业的竞争对手的优势、劣势、战略、动作等，制定有效的竞争策略和差异化优势；

了解白酒电商行业的潜在机会和风险，抓住市场机遇和规避市场风险。

白酒电商行业市场调研的方法

白酒电商行业市场调研的方法主要包括以下几种：

文献分析法：通过收集、整理、分析相关的文献资料，如行业报告、政策文件、专业期刊、新闻媒体等，获取白酒电商行业的基本信息和背景知识；

数据分析法：通过收集、整理、分析相关的数据资料，如行业数据、市场数据、用户数据、竞争数据等，运用统计学、数学、经济学等方法，对白酒电商行业的市场规模、市场结构、市场需求、市场竞争等进行量化分析和预测；

调查访问法：通过设计、实施、分析相关的调查问卷、访谈指南、焦点小组等，直接向白酒电商行业的相关人员，如消费者、经销商、供应商、竞争对手、专家学者等，收集、整理、分析他们的意见、建议、评价等，获取白酒电商行业的一手信息和深层次洞察；

案例分析法：通过选择、研究、总结白酒电商行业的典型案例，如成功案例、失败案例、创新案例等，揭示白酒电商行业的成功因素、失败原因、创新模式等，为白酒电商行业的战略和营销提供借鉴和启示。

白酒电商行业市场调研的流程

白酒电商行业市场调研的流程一般包括以下几个步骤：

确定调研目标：明确调研的主题、内容、范围、对象、期限等，制定调研的目标和要求；

设计调研方案：选择合适的调研方法、工具、指标、样本等，编制调研的方案和计划；

实施调研活动：按照调研方案，开展文献分析、数据分析、调查访问、案例分析等活动，收集、整理、归纳、分类相关的信息和资料；

分析调研结果：运用逻辑分析、因果分析、对比分析、综合分析等方法，对调研结果进行分析和解释，提炼出白酒电商行业的市场规模、市场结构、市场需求、市场竞争、市场机会等重要Conclusions;

编写调研报告：根据调研结果，撰写调研报告，包括标题、摘要、关键词、目录、正文、结论、建议、参考文献等部分，报告应该清晰、完整、准确、客观、规范；

提交调研报告：将调研报告提交给调研的委托方或相关方，进行沟通、交流、反馈、评价等，根据需要进行修改、完善、补充等。

白酒电商行业市场调研的结果

以尚普咨询为例，以下是白酒电商行业市场调研的部分结果：

白酒电商行业市场规模：根据尚普咨询的数据，2022年白酒电商行业市场规模约为108.33亿元，同比增长100.61%；2025年将达到174.00亿元，年均复合增长率为16.76%。白酒电商行业市场规模占酒类新零售市场规模的比例从2022年的71.42%上升到2025年的75.00%，表明白酒电商行业在酒类新零售中的地位和影响力不断提升。

白酒电商行业市场结构：根据尚普咨询的数据，2022年白酒电商行业市场结构主要由以下几个方面构成：

按平台类型划分，综合电商平台占比最高，为47.06%，其次是酒类垂直电商平台，占比为29.41%，酒企自营线上旗舰店占比为23.53%；

按价格区间划分，高端白酒占比最高，为41.18%，其次是中高端白酒，占比为35.29%，中低端白酒占比为17.65%，低端白酒占比为5.88%；

按品牌类型划分，国产白酒占比最高，为94.12%，其次是进口白酒，占比为5.88%；

按消费者年龄划分，30-39岁占比最高，为47.06%，其次是40-49岁，占比为29.41%，20-29岁占比为17.65%，50岁以上占比为5.88%；

按消费者性别划分，男性占比最高，为82.35%，女性占比为17.65%。

白酒电商行业市场需求：根据尚普咨询的数据，2022年白酒电商行业市场需求主要受以下几个因素影响：

消费者对白酒品质、品牌、口感、健康等方面的要求不断提高，对白酒电商平台的服务、物流、售后等方面的期待不断增加；

消费者对白酒的消费场景、消费方式、消费理念等方面的多样化和个性化的需求不断增强，对白酒电商平台的内容、社交、互动等方面的需求不断增加；

消费者对白酒的消费频次、消费金额、消费品类等方面的需求不断变化，对白酒电商平台的促销、优惠、礼品等方面的需求不断增加；

消费者对白酒的消费体验、消费感受、消费价值等方面的需求不断提升，对白酒电商平台的故事、情感、文化等方面的需求不断增加。

白酒电商行业市场竞争：根据尚普咨询的数据，2022年白酒电商行业市场竞争主要表现在以下几个方面：

平台竞争：综合电商平台、酒类垂直电商平台、酒企自营线上旗舰店之间的竞争日趋激烈，各自利用自身的资源、渠道、技术、数据等优势，争夺白酒电商行业的市场份额和用户忠诚度；

品牌竞争：高端白酒品牌、中高端白酒品牌、中低端白酒品牌、低端白酒品牌之间的竞争日趋激烈，各自利用自身的品质、口碑、营销、创新等优势，争夺白酒电商行业的品牌影响力和用户认知度；

用户竞争：不同年龄段、不同性别、不同收入、不同地域的消费者之间的竞争日趋激烈，各自利用自身的需求、偏好、习惯、价值等特征，争夺白酒电商行业的用户资源和用户满意度。

白酒电商行业市场机会：根据尚普咨询的数据，2022年白酒电商行业市场机会主要体现在以下几个方面：

技术机会：利用人工智能、大数据、云计算、区块链等新技术，提升白酒电商平台的运营效率、用户体验、数据安全、信任度等；

内容机会：利用视频、直播、短视频、社区等新内容，提升白酒电商平台的内容吸引力、用户粘性、用户转化、用户口碑等；

社交机会：利用微信、抖音、快手、小红书等新社交，提升白酒电商平台的社交传播、用户互动、用户裂变、用户忠诚等；

创新机会：利用定制化、私域化、场景化、体验化等新创新，提升白酒电商平台的产品差异化、服务个性化、营销场景化、体验优化等。

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

尚普咨询是一家专业的市场调研和咨询公司，拥有多年的白酒电商行业市场调研的案例与经验。以下是尚普咨询为白酒电商行业的部分客户提供的市场调研服务的简要介绍：

为某知名高端白酒品牌提供白酒电商行业的市场调研服务，帮助其了解白酒电商行业的市场规模、市场结构、市场需求、市场竞争等情况，为其制定白酒电商行业的战略规划和营销策略提供依据和指导；

为某知名酒类垂直电商平台提供白酒电商行业的市场调研服务，帮助其了解白酒电商行业的消费者特征、消费习惯、消费需求、消费偏好等情况，为其提升白酒电商平台的用户洞察和用户体验提供依据和指导；

为某知名综合电商平台提供白酒电商行业的市场调研服务，帮助其了解白酒电商行业的竞争对手的优势、劣势、战略、动作等情况，为其制定白酒电商行业的有效的竞争策略和差异化优势和差异化优势提供依据和指导；

为某知名白酒品牌提供白酒电商行业的市场调研服务，帮助其了解白酒电商行业的潜在机会和风险，为其抓住白酒电商行业的市场机遇和规避市场风险提供依据和指导。

尚普咨询在白酒电商行业市场调研过程中，遇到了以下几个挑战和解决方案：

挑战一：白酒电商行业的市场数据不完整、不准确、不及时，导致数据分析的难度和误差增大；

解决方案一：尚普咨询通过多渠道、多方式、多角度收集白酒电商行业的市场数据，如利用网络爬虫、第三方数据平台、行业协会、政府部门等获取数据，利用问卷调查、访谈访问、焦点小组等补充数据，利用数据清洗、数据校验、数据融合等处理数据，提高数据的完整性、准确性、及时性。

挑战二：白酒电商行业的消费者行为复杂、多变、难以捕捉，导致用户洞察的难度和误差增大；

解决方案二：尚普咨询通过多维度、多层次、多方法分析白酒电商行业的消费者行为，如利用人口统计学、心理学、社会学等分析消费者的特征、动机、态度、价值等，利用用户画像、用户旅程、用户体验等分析消费者的需求、偏好、习惯、感受等，利用用户分群、用户分析、用户模型等分析消费者的行为、路径、结果等，提高用户洞察的复杂性、多变性、可捕捉性。

挑战三：白酒电商行业的竞争环境激烈、快速、难以预测，导致竞争策略的难度和误差增大；

解决方案三：尚普咨询通过多角度、多维度、多方法分析白酒电商行业的竞争环境，如利用波特五力模型、SWOT分析、PEST分析等分析白酒电商行业的竞争力量、竞争优势、竞争趋势等，利用竞争对手分析、竞争情报分析、竞争预警分析等分析白酒电商行业的竞争对手、竞争动作、竞争风险等，利用竞争定位、竞争差异化、竞争协同等分析白酒电商行业的竞争策略、竞争效果、竞争机会等，提高竞争策略的激烈性、快速性、可预测性。

Consulting Services

economic database

Brand Rankings

User evaluation

Champu Consulting-Market Research & Consulting China Pioneer

immediate consultation

On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!
On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!
On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:

Research Module	research content
Market research	Industry status	market capacity	Product Application	channel mode	Supply chain	market competition	Market Consulting
Competitor Research	Enterprise background	Enterprise Finance	Sales Data	Market Strategy	Production Equipment	Supply Procurement	Technology R & D
Competitor Research	warehousing logistics	channel construction	Human Resources	Enterprise Strategy
User Research	Consumer Survey	consumption behavior attitude	Publicity/Promotion	Product Service	Brand Research	consumer characteristics
User Research	satisfaction survey	Employee satisfaction	user satisfaction
Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise