2022国产白酒网络市场洞察-闻道网络

& QuestMobile前言：中国白酒市场概况梳理白酒公司逐步增加线上营销投入，打造新零售模式，寻找新的高效增量路径电商已经成为一种趋势，渗透到了产业经济的各个环节，已经在白酒产业的前端销售、中端运营、后端生产各个环节产生了深远的影响。•2012&•2022白酒消费进入存量市场已久，高端白酒是推动行业发展的重要驱动力••白酒公司长期竞争力核心在于品牌，品牌力打造是高端化的核心因素5,018 5,259 5,559 6,126 5,654 5,364 5,618 5,836 201320152015201620172018201920202017-20201%991 852 790 813 912 1,043 1,145 1,192 201320152015201620172018201920202016-202010%36500ml5252.0%60.0%2021H12022H120228%64.381.22021Q12022Q1(202226%1%目录0 10204030180%245010.76%22.20%35.67%20.45%10.93%91.36 123.90 101.69 114.48 62.90 18 ~ 2324 ~ 3031 ~ 4041 ~ 5051+TGIVS79%21%TGI:150TGI:447.97%19.04%18.32%23.83%18.86%9.83%99.00 101.50 100.25 105.00 94.75 79.50 TGItop30/ TGI0.98% / 1240.92% / 1340.83% / 1260.73% / 1462022Q1-Q39.38%9.02%8.89%8.84%6.03%5.38%5.02%4.72%3.49%3.48%3.34%3.16%2.78%2.76%127.50 79.25 137.75 129.75 94.50 126.75 92.00 107.25 115.00 88.25 97.75 77.50 94.00 102.50 TGI=100TGITGI100TA32.3%22.0%18.0%16.8%15.1%12.1%&APPMAU33.0%32.9%28.4%27.5%27.2%23.9%22.6%20.3%15.4%13.5%2022107.5 91.7 92.7 97.4 99.9 102.1 109.3 104.3 95.2 92.1 96.5 100.0 102.9 109.5 102.8 96.9 104.9 97.1 100.2 100.7 94.7 101.8 98.0 92.9 97.3 100.2 102.3 108.2 100.1 99.9 130.4 106.7 90.7 91.6 84.7 99.6 100.5 110.4 103.9 95.1 97.0 97.1 95.9 104.5 121.6 105.8 94.4 92.5 88.1 49.5 156.0 104.8 101.5 98.6 97.7 99.0 97.5 102.8 99.6 101.6 102.2 100.1 94.2 101.5 98.3 104.8 109.6 107.3 93.3 79.5 TGI////B//24-50403030BZ680M345M1,016M609M189M492M106M157M875M443MMAUAPPQuestMobileApp-2022/MAUTGI=/*10018-2324-3031-4041-5050+30303040&20225-650%;&308240&&PUGC&•30•7••B28.5%71.8%53.3%25.6%66.2%67.6%4041-4950%3018-2920222022.1-2022.979367510426,000 40,000 600 5040-4940-/0%20%40%60%80%100%B&, 8,939 , 6,101 , 6,037 5,0006,0007,0008,0009,00010,000•TOP 3//•//B•///21.6%26.7%25.1%50.4%51.5%53.0%19.2%18.9%23.4%53.0%53.8%57.0%20.5%23.0%24.3%51.6%52.5%54.9%%3018-2947.3%34.6%6.5%1.3%1.2%1.2%9.5%4.3%2.7%9.1%21.5%11.4%2021Q1-2022Q1 &%%,0%20%40%60%80%100%B&, 13,156 , 5,037 05,00010,00015,0002022-2022.1-2022.9903120191912101032, 320, 330, 476TOP 3•••300-600•/6.0%5.1%3.8%4.3%8.5%9.1%6.3%7.3%20.9%22.3%16.2%22.2%20.8%22.5%17.1%19.9%12.1%13.3%10.7%10.7%37.6%32.8%49.8%39.8%2021Q22021Q32021Q42022Q12021Q1-2022Q1/5050-100100-300300-600600-1,0001,00054.8%28.9%10.2%6.1%52.0%30.8%11.5%5.7%30053.5%301-60029.8%601-1,00010.8%1,0005.9%500ml/3018-29/0-1004.8+101-3004.8+301-6004.8+601-10002600+＞10012700+8557885543572340%20%40%60%80%100%B&300600, 3,742 300, 3,368 600, 3,592 , 4,376 2022;-2022.1-2022.95059.5%34.9%15.6%12.9%40-498.7%66.4%30.2%11.0%401.2%44.7%15.3%38.8%0-10038.8%44.1%19.8%18.2%101-30050.3%38.6%12.9%15.6%301-60067.5%27.4%7.8%9.2%601-1,00077.0%16.2%5.6%7.3%1,00185.5%12.4%3.0%7.3%••//•TOPTOP2022100w~250w28 4095191,606 1,575 2022 vs 20212021Q1-Q32022Q1-Q3293%203%####15……•••·•41•••••·•18••52••0.8%酿酒工艺产地产区TOP 58,5002,7001,2001,20090050015273737023.89%16.60%4.45%4.05%3.64%101.7 73.2 45.5 100.0 101.1 SOV & 2.3%100/SOV2022.1-2022.9*= [/]*10010010020220 → 2,86720226————/202299820221,49920221519·WTTZEEKR0 → 220200+20%·—— 20228.1550152029/