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According to   iiMedia Research data, e-commerce platforms (Taobao, Jingdong, etc.) are the most important channels for consumers to understand Baijiu  information, accounting for 54.22%, while social media and content platforms rank second and third, accounting for 48.67% and 42.44% respectively.

As a traditional industry, Baijiu  has also been continuously achieving youth through joint branding, cross-border and other ways in recent years, narrowing the distance with young consumer groups. "Baijiu +" products such as soy sauce latte, baijiu ice cream, and baijiu cocktail frequently appear on social media and content platforms, triggering the attention and hot discussion of young consumers, making baijiu culture enter the vision of young consumers with a more relaxed and fashionable image, and promoting the spread of baijiu culture and the cultivation of consumption habits. In the future, in order to further achieve the rejuvenation of liquor, liquor companies need to deeply understand the needs of young consumers and innovate while maintaining the essence of tradition.

iiMedia Research data show that in the scenario of Chinese liquor consumers drinking Baijiu  in 2024, family gathering, friends gathering and business banquets are the top three, accounting for 49.11%, 48.00% and 42.22% respectively. Weddings/birthdays (39.11%) and personal drinks (34.67%) followed.

As the main consumer groups of baijiu become younger, the consumption scene of baijiu is expanding from the traditional business entertainment and dinner parties to more relaxed and comfortable diversified scenes such as parties and meals and even personal drinks. This change reflects young consumers' re-interpretation and acceptance of baijiu culture, and they are more inclined to enjoy the pleasure of baijiu in a relaxed and pleasant atmosphere. If liquor enterprises can comply with this trend and launch more liquor products suitable for young people, they will be able to better meet market demand and expand consumer groups.