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China's female consumer groups are rising at an unprecedented pace, and their influence is not only reflected in the workplace, family and social activities, but also quietly changing the pattern of China's consumer market, especially in the field of alcohol consumption.

"Middle-aged women are becoming a new growth point for alcohol consumption." Liangjian Marketing Consulting Co., LTD. Founder, chairman Niu Enkun said.

After observation and analysis, Niu found that in the tasting activities dominated by middle-aged women, not only the overall alcohol consumption exceeded that of similar activities dominated by men, but also showed a higher level of alcohol consumption per unit person. In addition, middle-aged women tend to drink more alcohol and create more ambiance at gender-balanced dining parties.

"Middle-aged women may be drinking to relax, to express emotions, to get together with old friends, or to let off steam... in the colorful world of alcohol, drinking among middle-aged women is a growing trend." The cow said.

Behind this view, it reveals a phenomenon that cannot be ignored: middle-aged women are gradually emerging.

Referring to the World Health Organization's definition of the age of middle-aged women, it usually refers to the group of 45 to 65 years old. Women in this age group often already have a certain social status and economic foundation, their consumption behavior is more rational and mature, they pay more attention to quality, taste and health.

On March 5, QuestMobile released its 2024 "She Economy" Insight Report. A striking finding of the report is that "urban grey-haired women" have a broad and diverse range of consumption areas, and while household consumption needs are still dominant, their consumption attitudes are undergoing a significant shift from basic necessities to the pursuit of higher quality life experiences. "Urban grey-haired women" refers to mature women over the age of 50 who live in second-tier cities and above.

According to the report, for the statistical period ending in January 2024, alcohol ranked among the top 10 consumer products among urban silver-haired women. It is not difficult to see that alcohol is gradually surpassing the necessities of life and becoming an important carrier for modern mature women to pursue and embody a high-quality lifestyle.

In this regard, with more than 20 years of sales experience in the wine industry, as a national first-class wine taster and the founder of her culture, Ms. Zhou Peng put forward a new idea: she decided to focus on a more subdivided market area, that is, around middle-aged women, to create a "wine +" circle marketing model.

In an interview with a reporter from Huaxia Wine News, Zhou Peng pointed out that on the one hand, in all kinds of wine and banquet occasions, female consumers often lack enough voice and decision-making influence. "What are their real needs?" "How do I choose the right wine for me?" These questions do not seem to have received adequate attention and answers; But on the other hand, middle-aged female consumers show a more mature psychological state and bolder consumption concept, they deserve to be seen and paid more attention to, to get more independent choice rights.

From this point of view, the rise of middle-aged female consumption circles may create a new and breakthrough growth opportunity for the development of the wine industry. We expect that in the near future, there will be more alcohol enterprises to change their concept, in-depth insight into and actively respond to the unique consumption needs and aesthetic preferences of middle-aged women.