1、&QuestMobile前言：中国白酒市场概况梳理白酒公司逐步增加线上营销投入，打造新零售模式，寻找新的高效增量路径电商已经成为一种趋势，渗透到了产业经济的各个环节，已经在白酒产业的前端销售、中端运营、后端生产各个环节产生了深远的影响。2012&2022白酒消费进入存量市场已久，高端白酒是推动行业发展的重要驱动力白酒公司长期竞争力核心在于品牌，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%目录目录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%酿酒工艺酿酒工艺产地产区产地产区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消费者核心决策点布局重要决策点布局24-50&30+TGIBZ 画像+购酒决策平台-B/-/B-/度数、香型 价格、工艺产地、包装设计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*消费者诉求品牌营销现状/&场景价格/300/600/场景社媒/场景度数场景地点/0303A AwarenesswarenessSOVSOV&B Brand trustrand trustC Conversiononversion研究方法论：运用线上营销“ABC”评估体系，分析白酒品牌线上营销布局情况，筛选出品效合一标杆品牌进行深度洞察。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%6.97%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 101,3
