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As a traditional industry with many years of development, the channel layout of the offline market has matured, and the rise of e-commerce has stimulated the new growth of the beverage industry, providing more possibilities in terms of crowd facing, drinking scene and product innovation.

The market size of Tiktok e-commerce beverage industry shows a cyclical trend of steady expansion. From August to January each year, it is the peak season for alcohol sales. At this time, consumer demand for holiday parties and wedding banquets surges, and during this period, the platform has also launched industry/platform marketing activities such as "99 Wine Festival", "Double Eleven Good Thing Festival" and "Tiktok New Year's Festival". Jointly promote the rapid growth of the market size of the e-commerce beverage industry, and reached the peak market size in the peak season in January of the following year.

In the past year, 82% of the alcohol market sales of Tiktok e-commerce were contributed by liquor, far ahead of all other alcohol. Foreign wine and beer each occupy 3% of the market share, and with the rise of young consumer groups, the user base of beer expands, the heat of the content side increases, and the industry growth rate is high, which is expected to stimulate the beverage industry to become the second growth curve.

Through the analysis of the interested consumers of various categories in the beverage industry of Tiktok e-commerce, it can be found that the interest group between 31 and 40 years old has the highest volume, and this group is in the stable period of career and family life, and their drinking choices may be more influenced by personal tastes, social needs and economic ability. For example, wine and beer may be more popular at casual entertainment occasions, while liquor may be more common at formal business or family gatherings.

Young people aged 18-30 show diversified preferences. The significant preference for fruit wine reflects their pursuit of fresh, fashionable, healthy and social lifestyle, attention to brand image and diversified taste; Middle-aged and elderly people over 41 years old prefer traditional Chinese wines, or because of their growing background and long-term drinking habits, such consumers often have a deeper emotional connection and cultural identity for these traditional wines. For example, yellow rice wine is favored by middle-aged and elderly consumers for its unique flavor and health benefits.

New brands are accelerating, but the industry is dominated by "old" brands. In the first half of 2024, the number of new brands nearly doubled, but the proportion of GMV of new brands was at a low level. In the liquor industry, brand mind building is crucial. Liquor has multiple consumption scenarios and multiple consumption attributes, so consumers not only pay attention to the product attributes, but also brand reputation and influence are important considerations. Brands need to plan for long-term operation.