1、&QuestMobile前言：中國白酒市場概況梳理白酒公司逐步增加線上營銷投入，打造新零售模式，尋找新的高效增量路徑電商已經成為一種趨勢，滲透到了產業經濟的各個環節，已經在白酒產業的前端銷售、中端運營、后端生產各個環節產生了深遠的影響。2012&2022白酒消費進入存量市場已久，高端白酒是推動行業發展的重要驅動力白酒公司長期競爭力核心在于品牌，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,

2、043 1,145 1,192 201320152015201620172018201920202016-202010%36500ml5252.0%60.0%2021H12022H120228%64.381.22021Q12022Q1(202226%1%目錄目錄0 10 1020204040303010180%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+TGIVSVS79%79%21%21%TGI:150TGI:447.97%19.04%18.32%23.83

3、%18.86%9.83%99.00 101.50 100.25 105.00 94.75 79.50 TGItop30top30/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.

4、0%18.0%16.8%15.1%12.1%&APPAPPMAUMAU33.0%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 1

5、03.9 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/24-50403030BZ680M680M345M345M1,016M1,016M609M609M189M189M492M492M106M106M157M157M875M875M443M443MMAUAPPQuestMobileApp-20

6、22/MAUTGI=/*1001818-23232424-30303131-40404141-505050+50+30303040&20225-650%50%;&308308240&PUGC&307B28.5%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 5,0006,0007,0008,0009,00010,000TOP 3/B/21.6%26.7%25.1%50.4%

7、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%2021Q12021Q1-2022Q1 2022Q1&%,0%20%40%60%80%100%B&,13,156,5,037 05,00010,00015,0002022-2022.1-2022.9903120191912101032,320,330,476TOP 3TOP 3300-600/6.0%5.1%3.8%4.3%8.5%9.1%

8、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%2021Q22021Q32021Q42022Q12021Q12021Q1-2022Q12022Q1/5050-100100-300300-600600-1,0001,00054.8%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/500ml/3018-29/0-1004.8+101-3004.8+301-6

9、004.8+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.

10、5%12.4%3.0%7.3%/TOPTOP20222022100w250w100w250w28 28 4095191,606 1,575 2022 vs 20212021Q1-Q32022Q1-Q3293%293%203%#15 4141 181852520.8%0.8%釀酒工藝釀酒工藝產地產區產地產區TOP 5TOP 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&SOV&2.3%2.3%100100/SOV2022.1-2022.9*=/*1001

11、0010020220 2,86720226/20222022998202220221,499202220221519 WTTWTTZEEKRZEEKR0 220200+20%20%20228.1550150152052029/39/5929/39/59103%20220 509“i”188100ml100ml20220327500+214.8%2+418%8消費者核心決策點布局重要決策點布局24-50&30+TGIBZ 畫像+購酒決策平臺-B/-/B-/度數、香型 價格、工藝產地、包裝設計300-600/02023.7%11.2%19.8%14.7%30.6%7.8%10.8%18.6%21.

12、1%41.7%5.5%/11.0%/19.3%28.8%35.4%18-293017.1%15.1%6.9%5.0%0.4%/omakasetop5/top5top52022*/2022.1-2022.9/&41.7%25.2%18.6%11.4%3.0%39.2%21.1%22.5%13.2%3.9%43.7%28.4%15.7%10.1%2.2%18-293020.8%15.6%10.8%7.5%7.4%130.5 93.6 116.8 146.1 97.1 76.7 25.9 188.3 172.3.1000501001502000%10%20%30%40%50%20222022&202

13、2&2022.1-2022.9*=/*100100100TOP 5SOV-SOV-300SOV-600SOV-19.0%16.1%10.7%9.8%9.5%7.1%4.4%3.4%3.0%2.7%17.5%14.2%10.6%10.6%9.0%6.1%4.5%4.4%3.9%2.9%16.6%12.4%12.0%10.4%9.6%5.8%5.5%5.2%5.1%4.6%20.0%14.9%14.6%13.0%8.6%5.3%5.2%5.2%4.1%3.5%/300/600/300600155.2 96.3 81.4 81.7 272.3 61.4 39.5 68.4 133.6 99.8 84

14、.5 91.9 134.6 120.9 97.3 59.1 127.6 106.1 97.7 76.4 110.5 138.8 79.8 82.3 93.6 92.6 122.8 85.5 77.8 95.6 132.5 84.1 91.5 99.5 94.3 113.3 64.1 95.7 116.7 112.3 79.2 88.8 103.2 121.6 89.2 126.3 140.7 40.5 106.4 105.6 103.8 86.1 241.8 88.6 52.1 54.9 109.0 119.2 84.9 94.0 71.3 86.9 111.9 119.6 87.2 99.1

15、 117.9 90.4 2022.1-2022.9=/*1001001000%10%20%30%40%50%60%70%80%90%100%B70%/60%60050%TOP 3TOP 380%3002022.1-2022.9/2022.1-2022.9*消費者訴求品牌營銷現狀/&場景價格/300/600/場景社媒/場景度數場景地點/0303A AwarenesswarenessSOVSOV&B Brand trustrand trustC Conversiononversion研究方法論：運用線上營銷“ABC”評估體系，分析白酒品牌線上營銷布局情況，篩選出品效合一標桿品牌進行深度洞察。9.5

16、8%6.71%6.33%6.32%5.86%5.70%5.04%4.87%4.32%3.60%XHS SOV top 103,24130.21%12.13%8.70%4.81%3.89%2.97%2.97%2.52%2.29%2.29%Douyin SOV top 101,41133.41%14.32%8.08%6.12%6.12%5.39%3.06%2.69%2.33%1.71%Weibo SOV top 102,19631.61%13.05%7.89%5.51%4.71%3.46%2.84%2.72%2.55%2.27%Blibli SOV top 107,55811.60%7.07%6.

17、97%6.22%5.45%5.27%3.75%3.60%3.35%2.80%Wechat SOV top 1075311.97%8.62%7.35%6.55%5.42%5.40%4.82%4.02%3.45%3.35%Zhihu SOV top 101,46013.61%8.38%7.48%7.31%5.62%4.67%4.65%3.48%3.42%2.78%Baidu SOV top 101,32713.82%10.47%9.33%7.12%5.21%4.28%3.97%3.66%3.35%3.30%Toutiao SOV top 1040318-30/TGIB/top 102022.1-2

18、022.9268,935 266,527 178,289 135,291 125,673 119,360 95,184 93,947 74,954 72,980 TOP 10TOP 10145,000 34,000 22,000 17,000 16,000 12,000 9,570 7,748 6,914 6,116 20222022TOP 10TOP 1058,000 30,000 11,000 11,000 6,318 4,565 4,044 3,720 3,629 2,886 20222022TOP 10TOP 10/BB2.6W522.1357/63.1W/10.8W/550.2W/5

19、626.714612.5100/102.9/110.2/17.1/20.7W853144.1W1000548395.1/687.79.5W24.3W/299.5W/4333.3/9.3W/892741.6/22W/123W/86.2W/19.6W32/5260.43906668.3/55.7W/21.5W/18.5W/100.5W/13/3-58726197.2/647.08.1W/43.4W/21.9W/15.9W/6.6W/4169.81391677.9177/71.3W/14.1W/79.7W/5165.7270575.0/80.4W/48W/22.3W/7120/10.2W196/51

20、62.8/17.3W/7.6W/125.7W/3150.65448537.6/26.2W/3.4W2.2W/60.4W/11.2W38631.4W7105.72022.112022.10.20-2022.11.2025505075102525507.510102512.57.5101025102512.510252.552.5557.52.5512.512.512.557.52.55102512.525,00050,00010,00025,0005,0007,5002,5005,0001,0002,50020222022國產白酒線上營銷“品效合一”綜合表現排行榜1 12 23 34 45 56

21、 67 78 89 9101011 111212131314141515茅臺五糧液瀘州老窖汾酒郎酒習酒劍南春古井貢酒國臺西鳳酒水井坊洋河珍酒舍得酒酒鬼酒龍頭品牌龍頭品牌-地位穩固地位穩固中堅品牌中堅品牌-市場圈地市場圈地茅臺茅臺 五糧液五糧液瀘州老窖瀘州老窖 汾酒汾酒 郎酒郎酒水井坊水井坊 舍得酒舍得酒 酒鬼酒酒鬼酒/53SOVNO.1330iapp資產塑造-深度跨界或與超級IP強強聯合主題活動-展示行業龍頭的實力與擔當其他動作新品營銷-從產品或包裝上創新，增加消費觸點茅臺與超級文化IP深度綁定，壯大品牌護城河，奠基“國酒”地位RapRap-100ml100ml/200ml200ml/52SO

22、VNO.2620app擁抱元宇宙-數字化升級，探索新增長方式其他動作五糧液接軌元宇宙，貫徹數字營銷，與國內外高端IP聯動，強化國際化奢品定位跨界聯名-與國內外高端品牌深度合作紀錄片合作冠名-持續輸出企業文化底蘊NFT NFT NFTNFTIPIP&/53SOVNO.4160國際聯名-外國高端圈層 走國際化路線汾酒前期注重自身歷史文化輸出，近兩年開啟國際化路線，走出國門打造自身文化IP 堅持創新文化傳播其他動作raprap體育賽事聯動-連續多年塑造體育形象“1212/52SOVNO.3B390跨界聯名-知名快消趣味聯動，瘋狂破圈瀘州老窖積極跨界聯動，“酒+萬物”頻繁破圈，致力于品牌年輕化形象輸出

23、年輕化營銷 高頻關聯年輕受眾喜愛的IP其他動作&體育賽事聯動-“慶功酒”精細化場景營銷IP“IP“/53SOVNO.12160鏈接商務精英-與高端商務場景頻頻關聯習酒打造商務文化酒，與精英人群緊密鏈接，通過酒瓶與各類活動積極輸出品牌底蘊EMBA&MBAEMBA&MBA-/1414酒瓶營銷-與文化印跡共創，打造品質外觀豐富線下體驗-品牌文化線下傳導，提升年輕一代認知度其他動作8 8/53SOVNO.1337國臺大國醬香“氣韻”營銷，扎根中華文化與古典禮宴文化共創產品，強化高端格調古典禮宴加持-與宮廷、禮宴等歷史文化深度關聯-其他動作9.199.19中華文化賦能-與年節等傳統文化攜手共創體育、媒體

24、有機結合-進一步觸達核心消費者，提升認知度/53SOVNO.5190app202220212022/52SOVNO.1142WTTWTT/52SOVNO.14260AHAVA2022/52SOVNO.1533“”“”0404222 6,252 8101369,450 25,000 2020Q12020Q22020Q32020Q42021Q12021Q22021Q32021Q42022Q12022Q22022Q320202020-2022Q3 2022Q3 102022Q3同比環比增長392.6%511.2%108.3%36.6%1740%62.0%3.8%119.4%聚焦當代年輕人，深度挖掘情

25、緒營銷，以酒為媒介，賦予其社交屬性與用戶深度溝通，奠定“小而美”、“青春小酒”品牌烙印/40SOVNO.17B100-IP-“”江小白觀云“聯名的n次方”頻頻破圈，致力于貼好品牌年輕化、文藝文化標簽/42/52SOVNO.50+25/影視IP聯名-經典影視IP聯動，賦能文化價值與年輕化高奢定制-高級晚宴合作露出，突出品牌腔調文藝產業聯動-文娛文藝聯動，塑造觀云深度文化標簽25其他動作：觀云星級酒廠、游戲聯名觀云征途嘉年華、聯名盲盒多渠道營銷-布局渠道，互聯網賦能，打通供銷路徑文化資產打造-瞄準自用酒賽道，拓寬品牌深度廣度文娛合作-代言人、熱門平臺、影視劇滲透核心人群TVCTVC“其他動作：線下

26、品鑒直播，深入核心場景,我在夜市喝光良60光良新瓶裝老酒，瞄準自用酒市場，玩轉煙火江湖美學/42/52SOVNO.50+18/42/52SOVNO.100+7/谷小酒借直播風口扶搖而上，瓶身設計助力品牌破圈跨界聯名-美食美酒出CP，跨界聯動帶動品牌出圈新品營銷-以設計為殺手锏，開啟顏值攻勢線上營銷-傳統文化，酒瓶美學為品牌賦能MV其他動作：羅永浩直播帶貨，國際酒類，設計類大賽報獎國產白酒標桿品牌&新銳品牌營銷打法解讀-IPIP+IP-ipIP 跨界，并非隨性而為，需清晰方向+長期執行-&-APP/流量風口需迎頭趕上，私域運營或成新增長點-3057%-近年來，醬酒憑借其高增速、高毛利的特點，在白酒及資本市場掀起了發展熱潮4A20090-1| 2535 0427 LucienTHANK YOUTHANK YOU