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  转自:北京商报

  随着消费场景的多元化和年轻消费群体对“微醺经济”的热捧,酒水行业正迎来新一轮跨界浪潮。4月16日,北京商报记者注意到,知名火锅及烧烤食材超市“锅圈食汇”,正计划进一步扩展业务范围,筹备开设新店型“锅圈酒饮便利”。事实上,近年来诸多餐饮、零售、茶饮等非酒业品牌相继跨界入局酒行业。海底捞推出自有精酿啤酒、湊湊推出“湊湊火锅·小酒馆”店、茶颜悦色推出“昼夜诗酒茶·艺文小酒馆”。从上述企业布局不难发现,非酒企入局酒类市场,都将目光锁定了场景式营销。

  业内人士指出,非酒业品牌试图通过场景化营销的方式,跨界入局抢占酒业市场,侧面反映了酒类消费场景的多元化趋势。未来,酒类市场的竞争或将不再局限于传统酒企之间,而是转向消费场景的打造和用户体验的提升。

  圈外跨界入局

  随着市场持续扩容,酒行业正吸引着越来越多“圈外”资本跨界入局。从餐饮巨头到零售新锐,从茶饮品牌到互联网企业,各路“玩家”纷纷携自身优势资源,通过打造差异化消费场景进军酒水赛道试图分得一杯羹。

  北京商报记者了解到,火锅及烧烤食材超市“锅圈食汇”筹备开设新店型“锅圈酒饮便利”,以“火锅+酒饮”模式切入市场。锅圈创始人杨明超表示,预计今年5—6月,锅圈酒饮便利会有门店开出,门店主要出售酒饮、果汁精酿、早点烘焙、水奶,还有窗口现制的冰淇淋、冰杯等品类。

  广科咨询首席策略师沈萌表示,锅圈原本是销售烧烤食材,并建立了稳定的消费群体。而烧烤与饮酒的相关性高,所以可以较低成本扩展新的业务,特别是酒类销售这样收益率较高的业务。

  事实上,纵观酒行业近年来发展不难发现,业外品牌跨界入局酒水行业已不是新鲜事。海底捞推出“Hi捞小酒馆”,同时打造自有精酿啤酒,凭借火锅消费场景迅速打开市场;湊湊火锅推出“湊湊火锅·小酒馆”店,打造“火锅+茶酒”模式,在门店内设置酒吧专区,提供特调鸡尾酒和精酿啤酒,增强消费体验。呷哺集团相关负责人介绍,“湊湊火锅·小酒馆”采用了“酒吧”设计结构,可以满足消费者小酌的需求。

  不论是海底捞打造的“Hi捞小酒馆”,还是湊湊火锅推出的“湊湊火锅·小酒馆”,业外资本跨界布局酒行业,似乎不约而同将目光瞄准了场景式营销。中国食品产业分析师朱丹蓬认为,非酒业品牌的跨界入局,反映了酒类消费场景的多元化趋势。餐饮、零售品牌拥有成熟的消费场景和稳定的客群,通过“酒+场景”的模式提升整体消费体验,这将成为未来酒类市场的重要增长点。

  场景化营销崛起

  圈外品牌纷纷跨界酒水行业,背后是酒类市场巨大的潜力。公开数据显示,2023年,中国酒类市场规模超过1.5万亿元,其中白酒、啤酒、葡萄酒及低度酒均保持稳定增长。尤其是年轻消费群体对低度酒、精酿啤酒、预调酒等品类的需求激增,为市场带来新的增长点。

  与此同时,酒类消费场景也在不断演变。此前,酒类消费多集中于商务宴请、家庭聚会等传统场景。然而随着消费者迭代、消费习惯的转变,酒类消费场景已不再局限于商务宴请、家庭聚餐,转而向小酒馆、露营、音乐节、火锅店等新兴消费场景转变,消费者对于多元化消费场景的需求度也在不断提升。

  中国消费品营销专家肖竹青认为,场景化营销将是未来酒业营销的主要趋势。“无场景不营销”,只有场景化营销才能有效地触达消费者。通过多元化场景,为消费者提供情绪价值,提供更快捷、更友好、更愉悦的消费体验,从而赢得消费体验分享,赢得复购。

  作为酒馆上市第一股,海伦司小酒馆凭借高性价比以及强社交属性迅速崛起;RIO鸡尾酒通过“一个人的小酒”营销策略,成功打入年轻女性消费市场。艾媒咨询数据显示,2023年中国低度酒市场规模突破5000亿元,预计2025年将超过7000亿元。年轻消费者更倾向于“微醺”体验,这为酒类市场提供了巨大的市场发展空间。

  酒类营销专家蔡学飞表示,随着消费理性回归,酒行业进入存量时代,整体出现增长放缓、传统渠道效能越来越低等态势。企业需要从B端向C端进行转型,寻找新的增量市场。在利口化、健康化与娱乐化趋势下,饮酒方式丰富、饮酒场景多样的优势明显,可以打破传统酒企市场边界,拓展产品新消费人群,活化品牌形象,拉近品牌与年轻消费者的距离。

  酒业破局在即

  纵观酒类市场不难发现,相较于啤酒而言,白酒、黄酒、葡萄酒的消费场景相对单一。事实上,随着酒类消费的个性化发展,市场趋向多元化。低度酒拥有利口、饮酒方式多样、场景多元化等优势。面对消费需求的转变,部分传统酒企开始尝试转型。

  今年2月,茅台生态农业公司举办UMEET蓝莓气泡酒新春品鉴会。茅台集团党委委员、副总经理王晓维在讲话中表示,作为一款低度潮饮,UMEET顺应理性消费3.0时代趋势,聚焦年轻化、健康化、场景化的消费需求。五粮液焕新升级版45度去年上市,主要为满足更多消费者对于低度口味和消费场景的需求;洋河股份此前推出以微分子为代表的33.8度低度酒产品,主打“轻白酒”概念。

  蔡学飞表示,随着消费者对于产品之外的体验需求不断增强,场景在消费者消费时会发挥越来越重要的作用,场景营造也成为酒企品宣与销售的重要竞争力。

  从商务宴请到居家自饮,从工作应酬到悦己微醺,从餐厅包间到居家客厅,为顺应年轻消费者对场景的需求,酒类市场正悄然发生着转变。总体来看,酒类行业正迎来新一轮洗牌。场景化营销或将成为破局关键。随着消费升级和年轻消费群体的崛起,酒类市场的竞争将不再局限于产品本身,而是转向更广阔的消费场景和用户体验。

  肖竹青表示,场景化营销将是每个酒企必须要重视的新营销战略,整个场景化营销是以消费者为中心的营销变革。渠道库存过大,使得各大酒厂纷纷围绕终端做C端,开展场景化营销。酒类消费正从“产品驱动”转向“场景驱动”,谁能更好地融入消费者的生活场景,谁就能赢得市场。

  北京商报记者翟枫瑞

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