Red wine consumer analysis (red wine sales model)

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List of contents for this article:

• 1、How did wine consumption fall like this?
• 2、A strange phenomenon in the economic circle, the more expensive the red wine, the better it sells.
• 3、How many people in my country have a hobby of drinking red wine?
• 4、What grade is Raxon red wine? It is "the level that puts consumers first"
• 5、Exclusive: Three major marketing directions, the future of local wine brands!

How did wine consumption fall like this?

Due to factors such as the cost of living crisis and the sequelae of the COVID-19 epidemic, domestic wine consumption has dropped significantly. Consumption in 2022 will drop by 10% year-on-year, and the per capita annual drinking volume will drop from about 57 liters 10 years ago to nearly 40 liters, a drop of 30%. Diversification of consumption options has further squeezed the wine market, with young people preferring low-alcohol or non-alcoholic drinks.

Climate change has caused summer temperatures to rise, and consumers are more inclined to choose cool drinks such as cold beer, which has squeezed the wine consumption scene.

Online wine sales accounted for 35% of total sales, an increase of 8% compared with 2023. Social commerce and live streaming have become emerging sales hotspots. Social commerce has become an important shopping channel: the Social commerce market size is approximately RMB 3.8 billion, with a growth rate of 27%. The total transaction volume of Douyin e-commerce wine increased by 19%, with an average transaction price of 134 yuan. The overall consumer market is sluggish: Despite the growth in import data, the actual consumer market is still at a trough.

From an industrial economic perspective, the French wine industry chain covers all aspects of grape planting, oak barrel customization, bottling and filling to brand marketing, all forming a highly complementary symbiotic relationship with the China market. If the China market is lost, it will affect hundreds of thousands of grape growers, thousands of wineries and supporting service industries in France, shaking the fundamentals of France's rural economy.

Tongtian Liquor's revenue dropped by more than 60%, and its net profit suffered four consecutive losses. Domestic wines are facing a "increasingly difficult" situation, mainly affected by the following factors: the impact of public health incidents, pressure on market demand and costs, and the demand side shrank: Public health incidents have led to a sharp decline in consumption scenarios such as catering and parties, directly weakening the terminal demand for wine.

A strange phenomenon in the economic circle, the more expensive the red wine, the better it sells.

1. The phenomenon that "the more expensive the red wine, the easier it sells" in the economic circle is essentially the result of the joint action of consumer psychology, brand strategy and market positioning. Its core logic is that price serves as a "signal" to convey product scarcity, social status and cultural value, thus stimulating the purchase desire of specific consumer groups.

2. The phenomenon of "the more expensive a thing, the easier it is to sell" is mainly due to factors such as the Veblen effect, Giffen's phenomenon, and consumer psychology and demand elasticity under specific market conditions. However, not all products are applicable, and it is necessary to comprehensively consider before raising prices. Consumer level and product substitutability.

3. The color of the wine in the bottle will become turbid or contain unknown suspended matter (fruit pomace and certain crystals at the bottom of the bottle are normal) If you simply shake... The wine reception within the party is more expensive than other wines. Red wine will also be rated every year. The higher the score at the reception, the more expensive it will be. On the contrary, the more... If you see that the color of the wine is light but uniform, the wine is not pure enough. If there is a circle of redness but a light or colorless color in the middle, it may be fake.

4. After opening the packaging box, you should first check the refrigerator box, door and top frame for any bumps or damage. Due to the heavy weight and relatively large volume of the refrigerator, special attention should be paid to whether there is deformation at the bottom caused by excessive force during transportation and loading. The surface coating of the refrigerator should be uniformly shiny and should not have pits, and bubbles and obvious scratches should not have large or small areas of coating peeling off.

How many people in my country have a hobby of drinking red wine?

There are about 500 million red wine consumers in China who usually enjoy drinking red wine. This group is mainly from the urban middle class. Consumption growth has slowed down in recent years. The main characteristics include: age structure: the age group aged 26-35 accounts for the highest proportion (347%), and the core consumer group aged 25-45 accounts for 68%. The consumption growth rate of emerging potential groups aged 19-24 reaches 42%. Gender distribution: Female consumers account for 58%, dominating daily drinks and girlfriends 'gatherings; men dominating business banquets and gift purchasing scenarios.

As of 2025, there are about 500 million consumers in China who regularly drink red wine.

As of now public information, there are about 500 million red wine consumers in China, and the potential consumer population in the future is expected to exceed 800 million. Currently, red wine consumption groups are mainly concentrated in the 19-40 years old, and the core consumer group is the 25-45 years old, accounting for 68% of the total; among them, Generation Z aged 24-28 accounts for 31%, and Millennials aged 29-40 account for 37%, college students or new professionals aged 19-24 are emerging potential groups, with a consumption growth rate of 42%.

As of July 2025, there are about 500 million people drinking red wine in China, mainly from the urban middle class. Consumption growth has slowed down in recent years.

As of 2025, there are approximately 500 million red wine consumers in China, mainly urban middle class. Consumption growth has slowed down in recent years. In 2026, domestic red wine consumers will complete a new round of iteration. The new middle-class group aged 35-55 will contribute more than 60% of market sales with stable income and mature consumption concepts; the proportion of Gen Z consumers will increase to more than 25%.

What grade is Raxon red wine? It is "the level that puts consumers first"

The grade of Raxon red wine is determined by consumer needs, providing a full range of choices from entry level to high-end level. The core positioning is to "put consumers first." The specific analysis is as follows: Focusing on consumer demand: the grade classification of Raxon red wine is not a fixed level in the traditional sense, but is dynamically adjusted according to consumer demand.

The grade of Raxon red wine is determined by consumer needs, providing a full range of products from entry level to high-end level, with the core positioning of "putting consumers first."

Rexing red wine is dedicated to giving consumers more choices rather than setting a fixed grade threshold. Provide a meticulous wine shopping experience: Raxon Red Wine not only provides a variety of wine choices, but also makes catering suggestions based on consumers 'needs to help consumers choose the right wine among many red wines and match it with the right dishes to avoid consumers' misgivings.

Exclusive: Three major marketing directions, the future of local wine brands!

1. In the future, local wine brands can focus on the three major marketing directions of "love","business" and "art", and create differentiated brands through strategies such as accurately positioning consumer groups, original brand names, and shaping consumer personality positioning. Love wine brand market potential: Love is an eternal topic for all mankind. Young couples dating, dining, birthdays, parties and other scenes are important parts of the wine consumption market.

2. Revitalization strategy: Low-quality, fruity products (such as American red wine styles) attract consumers born in the 1990s and 2000s, and the brand strengthens interaction through social media marketing. Multi-polarization competition in the high-end market consolidates its advantages: France, Italy, etc. strengthen brand barriers through cultural marketing (such as winery tourism and tastings) and launch limited edition and vintage wines to enhance premium capabilities.

3. Impact of imported wine and localized competition Although the increased awareness of imported wine has intensified market competition, it has also forced local brands to upgrade. Domestic wine companies enhance product competitiveness by introducing advanced brewing technology, optimizing grape varieties, and creating characteristic production areas (such as the eastern foot of Helan Mountain in Ningxia and Yanqi Basin in Xinjiang), while at the same time strengthening cultural identity with the help of the "national trend" trend.

In 2011, Penfolds sold only 1,200,000 cases in eight Asian countries and regions. Therefore, foreign wines must follow the route of pursuing high quality and high value, rather than "fighting".

5. However, when our conceptual marketing has to be "exposed" by the media time and time again,"scandals" have pushed the collective integrity brand of China wine industry to... There are three major difficulties in market operation of low-end imported wines: the complexity of the primary channel.

6. Volume and price: If there is a lot of room for future volume based on 3-4 liters per capita. But price is the core. Wine around 100 yuan is still the mainstream price in China's local wine market for quite a long time. The volume of wine in China will increase significantly, but the price will still be a characteristic of middle-class consumption for a long time. Competitive landscape: In recent years, the growth rate of imported wine is faster than that of domestically produced wine. It is difficult to stop the upward trend of imported wine, but the creation of imported wine brands is urgent.