China’s baijiu industry has maintained steady growth in recent years, driven by premiumization and increasing brand consolidation. Demand for high-end brands like Moutai and Wuliangye continues to rise, while growing health consciousness has spurred development of lower-alcohol and functional varieties. As younger consumers enter the market, traditional producers are adapting through product innovation, technological upgrades, and modern marketing strategies—making “lighter, healthier, younger” the industry’s new direction.
How Chinese Consumers Learn About Baijiu
E-commerce platforms (Taobao, JD.com etc.) dominate as the primary information source (54.22%), followed by social media (48.67%) and content platforms (42.44%). The industry’s creative collaborations—like sauce-aroma lattes, baijiu ice cream, and cocktail-ready expressions—have become social media sensations, introducing baijiu culture to younger audiences through accessible, shareable formats. Future success will require balancing tradition with innovation to maintain authenticity while appealing to new consumers.
Changing Consumption Occasions
Family gatherings (49.11%) and friend meetups (48.00%) now rival business banquets (42.22%) as top drinking scenarios, with weddings/birthdays (39.11%) and personal enjoyment (34.67%) gaining ground. This shift reflects younger consumers’ preference for casual enjoyment over formal occasions—a trend distilleries are addressing with more approachable products.
Purchase Decision Factors
While taste (48.00%) and brand reputation (45.78%) remain primary considerations, price sensitivity (41.78%) and packaging (39.78%) now significantly influence choices. This demonstrates consumers’ desire for quality products that offer both heritage and personality—compelling flavor profiles, fair pricing, and attractive designs.
Packaging Preferences
Consumers favor:
- Elegant simplicity (64.80%)
- Premium sophistication (63.69%)
Younger buyers increasingly prefer:
- Contemporary styles (53.07%)
- Innovative designs (49.16%)
This diversification reflects baijiu’s expanding role across different consumer segments and occasions.
Price Segmentation
The market shows strong stratification:
- ¥501-1,000: 39.11% (emerging premium)
- ¥301-500: 28.22% (accessible premium)
- ¥1,001-1,500: 13.33% (ultra-premium)
This demonstrates baijiu’s dual role as both everyday luxury and status symbol.
Alcohol Content Preferences
Consumer preferences cluster around:
- 40-49% ABV (52.67%): Balanced flavor and drinkability
- 35-39% ABV (24.67%): Easy-drinking session spirits
- 50%+ ABV (15.10%): Traditionalists’ choice
The dominance of moderate proofs signals a preference for approachability over intensity.
Flavor Profile Popularity
Market leaders include:
- Light-aroma (55.78%): Clean, accessible
- Sauce-aroma (51.33%): Complex, umami-rich
- Strong-aroma (44.67%): Bold, fruity
This diversity allows different consumer segments to find products matching their preferences.
Market Outlook
The baijiu industry’s future lies in mastering three key balances: honoring tradition while innovating formats, maintaining premium appeal while expanding accessibility, and preserving cultural roots while embracing contemporary lifestyles. As consumption habits evolve, producers who successfully navigate these dynamics will lead the next era of growth for this centuries-old category.