1、Chinas Food&Beverage Industry WHITE PAPERApril 2024ContentsIntroduction-3Section I:Our survey on health perceptions-4Section II:The tribes of F&B consumers-12 Healthy food tribes-13 Coffee tribes-26 Alcohol tribes-36Section III:Chinas restaurants industry-48 Conclusions:What should brands focus on i

2、n the future?-55About Daxue Consulting-56IntroductionIn recent decades,Chinese dietary habits have undergone significant transformation,shaped by a complex interplay of factors extending beyond food choices.These shifts result from a higher level of prosperity,increased health awareness,exposure to

3、diverse cultures,and the pervasive influence of modern technologies and media.As disposable income rises,Chinese consumers increasingly prioritize the quality of their meals,leading to premiumization.This shift reflects a preference for freshness,quality,and natural ingredients over low prices and l

4、ong storage times.Consumers are opting for higher-quality products,even if it means paying a premium.Simultaneously,heightened health awareness is driving more consumers to focus on fitness and reconsider their dietary choices,leading to a growing demand for healthier food and beverage options.Phras

5、es like“0 fat,0 calories,0 sugar”(0脂0卡0糖)have become taglines on soft drinks,and a surge in healthy Food and Beverage(F&B)alternatives underscores this evolving preference.Fueled by the cosmopolitan Gen Z,a coffee craze has swept through major Chinese cities,presenting the beverage as a chic and ene

6、rgizing product.This trend has attracted both international and domestic players,resulting in a proliferation of coffee shops across the country.The emergence of localized offerings,incorporating elements like tea and flowers,has become the new norm,imparting a distinctive flair to the evolving coff

7、ee culture in China.Despite the prevalent dominance of baijiu in the local wine and spirits market,the thirst for alcoholic drinks among Chinese consumers is diversifying.The market is opening up to a wide range of products,with foreign liquors serving as status symbols,especially reserved for speci

8、al dinners and social events.A notable shift is observed among younger consumers,particularly women,who are increasingly drawn to cocktails.The hashtag“self-made cocktails”(#自制鸡尾酒#)has garnered over 370 million views on Xiaohongshu as of January 2024.This surge in popularity underscores a growing tr

9、end of enjoying cocktails at home,often seen as a personal indulgence or a way to unwind after a day of work.Sources:1.Purchase criteria for food in China as of December 2023https:/ DAXUE CONSULTINGALL RIGHTS RESERVEDSection I:Our survey on health perceptionsIn order to best grasp the modern Chinese

10、 concept of health food,we asked 1,000 Chinese consumers to rank how they perceive the health-level of certain foods and nutrients.The commonly accepted definition of whats healthy is continually shifting with new discoveries,and more influentially,what information is dispersed among a population.Th

11、is ever-changing perception of health immensely impacts a consumers dietary habits,especially in the modern world where theres an abundance of choice.How health beliefs have evolved in the last few yearsOur survey found that among Chinese consumers,protein and dietary fiber maintain their status as

12、the most highly regarded nutrients for health.Compared to our 2021 survey,there is a decreasing number of individuals considering added sugars to be healthy.A notable shift is observed in the perception of fats,with fewer people viewing them positively.Despite this trend,45.1%of individuals still be

13、lieve that trans-fat is either healthy or neutral,highlighting persistent confusion on this topic.Trans fat has emerged as a hot topic online,particularly on platforms like Xiaohongshu,where around 54,000 posts are dedicated to educating users about this harmful nutrient and identifying foods contai

14、ning it.Overall,there has been a significant increase in nutrient awareness since 2021.While only 6.4%of individuals remain unfamiliar with Omega-3(a notable decrease from 40%in 2021),over one-fourth of the surveyed consumers still perceives it as unhealthy.What is your perceived health level of the

15、 following nutrients?2021(N=747)2023(N=1,000)Section I:Our survey on health 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDFoodOver the past two years,perceptions regarding the health benefits of certain foods have remained relatively stable.Dairy products continue to enjoy widespread recognition among Chi

16、nese consumers.The majority of individuals opt for domestically produced milk(60.4%)and cheese(35.9%).However,as monthly income rises,the preference for Chinese products becomes less pronounced.In higher income brackets,New Zealand and Australian milk and cheese gain increasing appeal.Despite the pr

17、evalence of lactose intolerance and the high fat content,respondents generally perceive milk and nuts as very healthy.Salads,on the other hand,are not widely considered a staple for health-conscious consumers in China.The preference for hot and cooked dishes remains prevalent,overshadowing the posit

18、ive perception of salads.Interestingly,a segment of consumers considers coke as a healthy drink,possibly influenced by the popularity of sugar-free options.This perception was also enhanced was further reinforced through a recent collaboration with the renowned Chinese gym chain SUPERMONKEY,encourag

19、ing gymgoers to share photos with the hashtags#CocaColaChina and#SUPERMONKEY to receive a complimentary small bottle of Coca-Cola Zero Sugar or some special gadgets.Image:Xiaohongshu,KOL promoting the CocaCola x SUPERMONKEY campaignDo you consider the following food healthy?Section I:Our survey on h

20、ealth 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDUnhealthyNeutralHealthyUnfamiliarOlive oil2.0%17.0%77.7%3.3%Corn oil4.6%23.6%69.2%2.6%Soya-bean oil5.0%31.3%61.4%2.3%Peanut oil2.3%24.0%72.0%1.7%Rapeseed oil3.2%25.1%69.7%2.0%MSG4.0%22.3%68.6%5.1%Salt29.9%41.0%27.1%2.0%Chicken essence25.5%36.2%37.1%1.2%O

21、yster sauce13.3%39.3%44.8%2.6%Bean sauce14.6%42.3%41.2%1.9%Ketchup11.4%37.3%50.2%1.2%Mayo21.4%35.8%38.8%4.2%SeasoningsAccording to our respondents,olive oil stands out as the healthiest oil category,followed by peanut oil and rapeseed oil,although the differences in rankings ware not remarkable.As f

22、or seasonings,salt and chicken essence have the highest number of people recognizing them as unhealthy.However,its interesting to note that MSG,often considered a health hazard in western countries,enjoys a positive reputation in China,with over 68.6%of people deeming it as healthy.Top factors when

23、it comes to buying healthy productsAccording to our survey,Chinese consumers approach healthy food with a holistic perspective that extends beyond mere considerations of calories and sugar,giving priority to overall nutritional value over individual nutrients.Food high in protein caters to a broad s

24、pectrum of health-conscious individuals,making it a significant driving factor in dietary choices.On Xiaohongshu,the keyword“protein-rich”has gained remarkable popularity,accumulating an impressive 2 million results.This surge in interest underscores the growing fascination among Chinese consumers w

25、ith gym culture and protein-intensive diets.Despite the widespread prevalence of the tagline“0 calorie,0 fat,0 sugar”on food and drink labels,our survey reveals that respondents prioritize other factors when it comes to purchasing healthy food.Although there is a societal focus on weight loss,calori

26、e content ranks as the second-to-last most important factor when making shopping decisions.Section I:Our survey on health 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDDo you consider the following seasonings healthy?Traditional Chinese MedicineA significant majority of our respondents expressed a belief

27、in Traditional Chinese Medicine(TCM)concepts related to food,a sentiment that transcended age,gender,city tier,and income level.For example,most believe that it is important to have a balance of“hot”and“cold”foods.Gen Z emerged as particularly strong advocates of these traditional beliefs.However,wh

28、en examining the actual purchasing behavior for healthy food,the presence of TCM ingredients emerged as the least important factor.This apparent contradiction can be understood through the lens of Guochao,an increased consumer preference toward Chinese brands,traditions,and design.For Chinese young

29、consumers,affirming belief in TCM may serve as a way to express cultural confidence rather than acting as a guiding principle in their dietary choices.However,it is interesting to note that skepticism towards TCM in food tends to rise with increasing income levels.Do you believe that hot food is hea

30、lthier than cold food?51.5%YesNeutralNo48.8%3.7%Do you believe that cooked food is healthier than raw food?70.8%26.5%2.7%Do you believe in TCM and use it in daily life?Do you believe that balancing the warming and cooling of food is important?67.6%30.0%2.4%66.0%23.5%2.5%Section I:Our survey on healt

31、h 2024 DAXUE CONSULTINGALL RIGHTS RESERVED10.8%12.0%13.3%13.7%15.2%15.7%15.9%18.1%18.5%19.2%19.9%21.8%26.2%35.5%38.6%Vitamin ERoyal jellyZincIronLuteinFish oil/krill oil/algaeVitamin B-12ProbioticsCollagenVitamin AVitamin MixProtein powderVitamin B MixVitamin CCalciumSupplementsHigh-income Millennia

32、l women residing in higher-tier cities dominate the consumer landscape for health supplements in China.51%of women incorporate supplements into their routine on a weekly basis,compared to just 37%of men.Central to their supplement preferences is the pursuit of combatting skin aging,a key driver infl

33、uencing their choices.In our survey,8 of the top 15 widely used supplements have antioxidant or anti-aging properties,highlighting the significant influence of skincare considerations on their choices.Beyond anti-aging supplements,the second most preferred category includes those designed for energy

34、 enhancement and stress management.Age and income affect the consumption of health supplements.As consumers age,there is a discernible inclination towards purchasing anti-aging-antioxidants and energy-boosting supplements,such as selenium,fish oil,and royal jelly.Intriguingly,Vitamin A appears to be

35、 an exception,showing an increase in consumption among younger individuals,possibly influenced by social media trends promoting skincare routines advocating for Vitamin C in the morning and Retinol(a form of Vitamin A)in the evening.This trend appears to have spilled over into dietary habits,with co

36、nsumers seeking more Vitamin C and A in food,particularly fruits,and supplements to enhance skin health from both inside and out.Top 15 most consumed supplementsAntioxidant and anti-aging propertiesEnergy-boosting and stress managementSection I:Our survey on health 2024 DAXUE CONSULTINGALL RIGHTS RE

37、SERVEDIncome emerges as a pivotal factor influencing supplement choices.Vitamin A and C decreases with income.Conversely,collagen,lutein,omega-3,and royal jelly,which tend to be pricier,see increased consumption with higher incomes.In the energy-boosting category,higher-income brackets favor magnesi

38、um,melatonin,ginseng,and royal jelly,while lower-income groups opt for cost-effective vitamin B12 and B complex,perhaps due to perceived cost-effectiveness.Launched in 2022,the TCM energy drink“一整根熬夜水”(Whole root all-night elixir)has capitalized on this landscape,offering affordable ginseng water.It

39、s transparent bottle with an actual ginseng root went viral,targeting aspirational white-collar consumers in higher-tier cities.As of February 2024,the keyword 一整根(whole root)has around 3.2 million views on Xiaohongshu,showcasing its online presence.Image:Xiaohongshu,KOL promoting the Whole root all

40、-night elixirEating and cooking habits in ChinaMore than 60%of respondents prefer cooking at home.Stir-frying emerges as the favored cooking method for over a third of participants.Western-style methods like air frying,baking,and microwaving are not widely used in China but are gaining traction amon

41、g higher-income and higher-tier cities,indicating a greater willingness to experiment and ability to afford such kitchen appliances.Baking ranks lower due to its limited integration into Chinese traditions and the relatively low popularity of ovens in small urban kitchens.Social media platforms like

42、 Douyin(抖音)and Xiaohongshu(小红书)far surpass specialized platforms like Xiachufang(下厨房)and recipe books as preferred sources for cooking recipes.This holds true across age groups,underscoring the widespread influence of short-video apps in the daily lives of Chinese consumers.Around 37.4%of our respon

43、dents host friends at home at least once per month,with Millennials being the most frequent hosts.Moreover,as Chinas drinking culture is highly motivated by social interactions,there exists a correlation between alcohol consumption and frequency of entertaining guests.Drinking alcohol together is pe

44、rceived as a robust method for fostering strong social and emotional connections.Where do you look for recipes?DouyinXiaohongshuRelativesXiachufangRecipe bookBilibiliKuaishouFriendsOther social mediaColleaguesTencent VideoSection I:Our survey on health 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDInstant

45、 food and fast food in ChinaInstant food and drinks are widely popular in China,with over 51%of survey respondents consuming them at least once a week.Notably,both low and high-income individuals contribute significantly to the instant food market,signaling that convenience and time-saved are as imp

46、ortant of a driver as price.Accordingly,respondents from lower-tier cities consume instant food less frequently,suggesting a correlation with the fast-paced lifestyle prevalent in higher-tier cities.In contrast to the West,where fast food is often considered a health hazard,fast-food burgers in Chin

47、a position themselves as low-calorie options.Interestingly,those who have tried a low-calorie diet are more likely to consume fast food at least once a week.Moreover,in China,fast food carries a more upscale image,with survey results indicating that higher income is associated with more frequent fas

48、t-food consumption.As a result,Western fast-food chains in China are not afraid of rising prices,creating space for cheaper local competitors like Tastien.A notable success story is the entry of the US burger chain Shake Shack in 2019.Quickly establishing itself as a premium restaurant chain,Shake S

49、hack attracts Chinese white-collar workers and the upper middle class.Its strategic locations in luxury malls and upscale areas in higher-tier cities contribute to its appeal and success in the Chinese market.Image:Xiaohongshu,KOCs top picks for diet-friendly McDonalds hamburgersImage:Xiaohongshu,us

50、er dubbing Shake Shack as“the Herms of hamburgers”Section I:Our survey on health 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTo stand out in the competitive F&B market and effectively target upscale consumers,businesses can benefit from strategic branding services.Crafting a comprehensive brand book and

51、 refining brand positioning can ensure a consistent brand image across all touchpoints.Moreover,exploring co-branding initiatives with high-end brands can elevate consumer perception and enhance reputation.Click here to learn more about IP collaboration in China or reach out to us at to unlock valua

52、ble insights and gain a competitive edge in the F&B market.Section II:The tribes of F&B consumersChinas dynamic F&B scene undergoes constant evolution,mirroring societal and lifestyle transformations.This phenomenon is especially pronounced in the healthy food,coffee,and alcohol markets,where dietar

53、y shifts have led to the emergence of diverse tribes that unite around shared habits,tastes,and beliefs.In this vibrant landscape,understanding consumer tribes is crucial for businesses aiming to establish strong connections and tailor their offerings effectively.Through tribe segmentation,businesse

54、s can identify distinct communities with shared values,preferences,and lifestyles,allowing for targeted marketing strategies and personalized product offerings.Contact us at to hear case studies on how clients expand their consumer base through tribe marketing.Part I:Healthy food tribesAs dietary pr

55、eferences continue to evolve globally,China is witnessing the emergence of various diet trends.Based on our survey,prominent diets in China include intermittent fasting(29.1%),organic diet(27.8%),and low-calorie diet(7.1%).Additionally,food tribes like keto,211,and steak diets are gaining traction o

56、n social media,boosted by influencers such as Key Opinion Leaders(KOLs)and celebrities.These tribes,driven by weight loss and healthier living goals,actively influence newcomers and share success stories on platforms like Douyin and Xiaohongshu,where new recipes are also discovered.This trend not on

57、ly reflects changing nutritional preferences but also underscores the significant role of social media in shaping dietary trends in China.Most popular diets(in%)Section II part I:Healthy food 2024 DAXUE CONSULTINGALL RIGHTS RESERVED2.73.53.65.26.06.87.127.829.17.912.017.619.914.616.019.649.656.6GM d

58、iet（GM减肥法）White people food（白人菜）Keto diet（生酮饮食）Qin Hao diet（秦昊减肥法）211 diet（211饮食法）Steak diet（牛排减肥法）Low-calorie diet（小基数饮食）Organic diet（有机饮食）Intermittent fasting（轻断食）Have heard ofHave triedSection II part I:Healthy food 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOLBarkely（百克力）Streamer for Orien

59、tal TV 40k fans on Douyin Currently adopting a keto dietWhat resonates with them“High fat can increase the feeling of fullness and accelerate the bodys ability to use its own fat for energy.Used in the right way,it will not make you gain weight,and it will probably make you lose some.”Tribe personal

60、 profile 26-40 year olds First and new-first tier city residents Job:students,white-collars Primary influence area:USA“我发现，爱吃肉肉的姐妹真的可以生酮减肥，吃肉吃饱，咖啡还可以正常喝。虽然以前只喝拿铁，但现在get新口味，美式兑30毫升0糖气泡水。简直是减重人的口福。”“I discovered that people who love to eat meat can really lose weight through ketosis,feel full after ea

61、ting meat,and drink coffee as usual.Although I only drank lattes before,Ive tried something new:Americano mixed with 30ml zero sugar sparkling water.Its simply a treat for those who want to lose weight.”Lifestyle habits/interestsTop brandsHealthy food tribe#1:Keto diet#卡路里 calories Trending hashtags

62、 used by the keto tribeMealsTribe preferencesVegetarianismHigh-fatProcessed foodHigh-carb Bulletproof coffee Meirisou(每日嗖)Ideal Fuel(理想燃料)Mindfulness practicesCookingFitnessAmount of critics#内调 internal regulation#减肥日常 daily weight-loss#分享减肥经验 sharing my weight loss experience#生酮 keto#幸福减脂 happy wei

63、ght-lossAccording to our survey,3.6%have tried the keto diet.The primary demographic exploring this diet consists of Millennials(72.2%),followed by individuals aged 18 to 25(16.7%).A significant proportion(72.2%)resides in first and new first-tier cities.Gender disparity is notable,with roughly two-

64、thirds being women and one-third being men.Those who have experimented with keto predominantly earn monthly salaries between RMB 10,000 and 50,000(72.3%).Double diet:combining the keto diet with 16:8 intermittent fastingOn social media,many integrate the keto diet with a 16:8 intermittent fasting ro

65、utine,consuming meals within an eight-hour window and fasting for 16 hours.Weibos hashtag#轻断食+生酮饮食+运动=健康与苗条(intermittent fasting+keto diet+exercise=healthy and slim)has over 2.2 million reads.4Sources:2.Is the ketogenic weight loss method thats all over the Internet really suitable for you?https:/ w

66、eight loss is very popular,should you use it?https:/ netizens combine the keto diet with intermittent fastingTwo thirds are Origin and core philosophy of the keto diet in China The ketogenic diet(keto)was originally developed in the United States as a therapeutic approach for treating seizures.In re

67、cent years,the keto diet has experienced a resurgence in popularity,primarily as a weight loss and wellness approach,and eventually reached China as recently as 2017.2 Chinas keto diet tribe was spread mainly by social media like Xiaohongshu,and KOLs and celebrities such as the Chinese actor and dir

68、ector Dong Chengpeng(董成鹏).3The body uses two sources for fuel:carbohydrates and fat.Carbohydrates are the default fuel of the body,but when there are no carbs available,the body goes into ketosis and uses fat for fuel.The keto diet tribe leverages this bodily function to lose weight by almost entire

69、ly cutting carbs out of their diet.Because this diet is relatively restrictive,it fosters a sense of community among participants who encounter the same challenges,such as finding low-carb alternatives and dealing with the keto flu.16Section II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGH

70、TS RESERVED17Intermittent fasting is popular in China,with 29.1%of surveyed individuals having explored it,particularly among women(64.3%).Integrating keto with intermittent fasting is believed to enhance fat burning by restricting carbohydrates and glycogen,prompting the body to rely on fat for fue

71、l.Favorite products and lifestyle habits of the keto tribeOn social media,the keto community endorses brands offering low-carb,high-fat products.One example is Bulletproof coffee,which is a high-fat drink made from coffee combined with unsalted butter and a medium chain triglyceride,usually coconut

72、oil,thats intended to provide sustained energy and mental clarity throughout the day.In China,Mo Tong(魔酮)and Ideal Fuel(理想燃料)are popular brands,offering no-sugar-added bulletproof coffee and milkshakes.According to our survey of 1,000 respondents,bottled and instant coffee,as offered by Ideal Fuel,a

73、re the keto tribe members preferred formats.This preference may stem from the convenience and portability offered by bottled and instant coffee formats,making them well-suited for busy professionals.Unlike the general population and other food tribes,members of the keto tribe exhibit a preference fo

74、r using air frying as one of their primary cooking methods.It is their second favorite cooking method after stir-frying.Despite the high-fat nature of the keto diet,the use of an air fryer provides a healthier alternative for frying,allowing individuals to maintain the desired taste and texture of t

75、heir food.Xiaohongshu features various keto-friendly air fryer recipes,from fried chicken to Basque cake.Beyond product endorsements,keto community members share cooking experiments,workouts,and mindfulness practices like yoga and meditation on social media.Image:Xiaohongshu,Air-fried Egg tart recip

76、eCommon criticisms of the keto dietCritics of the keto diet raise concerns regarding nutritional imbalance,potential side effects like the“keto flu”,and long-term feasibility.First,critics argue that carbohydrate restriction may lead to nutrient deficiencies,such as vitamin B,commonly found in in wh

77、ole grains,cereal,bread,beans,and fruits.Moreover,this kind of diet may cause the so-called“keto flu”,characterized by frequent headache,fatigue,irritability,nausea,and constipation.6 Nevertheless,our survey indicates that keto tribe members are aware of this nutrient gap and are more likely to purc

78、hase B-complex supplements.In addition,our survey indicates that members of the keto tribe pay great attention to nutritional value when selecting healthy food,even more so than selecting food with low sugar content.Lastly,critics also question the long-term feasibility of the keto diet,especially d

79、ue to its impact on social settings.However,our survey revealed that only 38.9%of individuals adhering to the keto lifestyle cook at home for more than half their meals,compared to 61.2%for the general population,48.5%for the steak diet tribe and 66.2%for the organic tribe.This indicates that despit

80、e the apparent restrictive nature of the keto diet,members of this tribe eat out more than average and seem to find meal options adapted to their lifestyle choice.Moreover,while intermittent fasting faces less criticism compared to keto due to its lack of food group restrictions,the combined approac

81、h receives scrutiny for potential nutrient deficiencies,social implications,and the risk of fostering disordered eating Sources:6.Keto fluhttps:/ II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOLHe Jie(何洁)Chinese singer Currently adopting the 211 dietWhat resonates wit

82、h them“The 211 diet is 50%dietary fiber+25%protein+25%carbohydrate,thats,50%fruits and vegetables+25%meat+25%staple food.Losing fat by adopting a nutritious and balanced diet will help you maintain it in the long term.It will also help you to develop better eating habits.”Tribe personal profile 26-4

83、0 year olds Job:students,white-collars Primary influence area:Taiwan(China)“在211餐盘中相当注重蔬菜营养成分的比例，占了每餐餐盘的一半体积，建议选择可以确认蔬菜主成分，像是各色叶菜、蘑菇类、海藻类、红白萝卜、甜菜椒等。除了可提供丰富的膳食纤维，提高饱足感，还有微量营养素、植化素等，能帮助排便顺畅、调节生理机能。”“The“211 Plate”emphasizes the proportion of vegetables,which account for half of the volume of each plat

84、e.It is recommended to choose various leafy vegetables,mushrooms,seaweed,red radishes,and beets.In addition to providing rich dietary fiber and improving satiety,they also prevent constipation and regulate physiological functions.”Lifestyle habits/interestsTop brandsHealthy food tribe#2:211 dieters#

85、瘦子饮食习惯 skinny eating habitTrending hashtags used by the 211 dietersMealsTribe preferencesVegetarianismHigh-fatProcessed foodHigh-carb Subway Sams Club Metro(麦德龙）Freshippo(盒马鲜生)Grandpas Farm (爷爷的农场)VloggingCookingFitnessAmount of critics#211餐盘 211 plate#211饮食 211 dietSection II part I:Healthy food tr

86、ibes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDWho are the 211 dietersAmong our 1,000 respondents,6.0%of them have tried the 211 diet before,with slightly more men(7%)than women(5.1%)participating.Men on social media link the 211 diet with leaning down,sharing meal images and gym workout results.70%of

87、participants in the 211 diet typically fall into the middle-/upper-middle-income group,with a monthly salary of RMB 10,000 to RMB 50,000.Again,the age group between 26 and 40 shows a higher participation rate,with 63.3%of individuals who have tried the 211 diet falling within this age range,followed

88、 by 18%between 41 and 60.Our survey indicates that for members of the 211 diet tribe,the nutritional value of food is their top priority,with 33.3%of respondents emphasizing this aspect.Following closely,20%consider calorie content,preferring low-caloric options,a preference not shared by other food

89、 tribes.Sources:7.He Jies Xiaohongshu profile https:/bit.ly/3TclGuE8.Dr Song Yanrens book https:/bit.ly/3IeHiAk33.3%of surveyed 211 dieters prioritize the nutritional value of their foodFavorite products and lifestyle habits of the 211 diet tribeThe 211 diet tribe does not enforce strict food restri

90、ctions but focuses on portion control and a generally low-fat or fat-free approach.They value flexibility in nutrient intake and often share grocery hauls from stores like Sams Club and Metro on social media.Similar to the keto tribe,they also share fitness routines and culinary experiments online,o

91、ffering insights into their health journeys.According to our survey,members of the 211 tribe exhibit a higher coffee consumption compared to other food tribes,with 68%of them consuming coffee more than three times per week.Their preferred coffee formats include instant coffee,followed by bottled cof

92、fee and hand-brewed coffee.68%of surveyed 211 dieters consume coffee more than three times a weekOrigin and core philosophy of the 211 dietLed by Chinese singer He Jie(何洁),the 211 diet tribe gained traction on Xiaohongshu after she shared her weight loss journey,dropping from 80kg to 45kg.Her story

93、quickly became popular,emphasizing the importance of three meals a day,each comprising 50%fruits and vegetables,25%meat,and 25%staple food.7The members of the 211 tribe prioritize balance in nutrients for sustainable weight loss,rather than completely eliminating any of them.Additionally,the popular

94、ity of the 211 diet tribe is further emphasized by Dr.Song Yanrens book,“A lifetime of slimming:the 211 full balance weight loss method”(终生瘦用211全平衡瘦身法)published in 2019.This book serves as a notable reference for the community,detailing the personal weight loss journey of Dr.Song,who successfully sh

95、ed 20kg by adhering to the principles of the 211 diet.8Common criticisms of the 211 dietWhile there are ongoing challenges and debates surrounding the effectiveness of the 211 diet,the predominant sentiment within the tribe tends to be relatively positive,especially when compared to more restrictive

96、 diets like keto.The main concern expressed within the community revolves around the size of portions,with some noting that they occasionally resemble smaller,child-sized servings.Section II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOLVini(辣妈)1.8 million fans on Douy

97、in She shares how to select organic food and adapt to the organic lifestyleWhat resonates with them“Opting for organic choices means prioritizing health,keeping your body clear of potential harm caused by pesticides,chemical fertilizers,herbicides,and other detrimental substances.”In essence,it serv

98、es as a fundamental means of safeguarding yourself and your family.”Tribe personal profile 30-40 year olds Married,at least one child Primary influence area:Australia,Germany,USA“对于我来说,饮食因素是相对可控的,尽量避免摄入化学物质毒素等。每天给身体投入优质燃料，保持好状态。”“For me,dietary factors are relatively controllable,and I try to avoid

99、ingesting chemical substances,toxins,etc.Give your body high-quality fuel every day to stay in good shape.”Lifestyle habits/interestsTop brandsHealthy food tribe#3:Organic food enthusiasts#吃应季的蔬菜 Eat in-season veggies#有机生活 organic lifeTrending hashtags used by the organic enthusiastsMealsTribe prefe

100、rencesVegetarianismHigh-fatProcessed foodHigh-carb Ol Supermarket Freshippo(盒马鲜生)Grandpas Farm (爷爷的农场)#干净饮食 clean eating#有机蔬菜 organic veggies HorticultureCookingFamilyAmount of critics#可持续性发展 sustainable development#健康饮食 healthy eating#宝宝辅食 babys dietary supplementSection II part I:Healthy food trib

101、es2024 DAXUE CONSULTINGALL RIGHTS RESERVEDLifestyle habits of organic food enthusiastsOrganic food enthusiasts often display an interest in horticulture,showcasing home-grown potted vegetables and herbs online.They are also avid tea drinkers,with 78.5%consuming tea more than once a week,compared to

102、66.7%of the keto tribe and 68.1%of the 211 diet tribe.Moreover,many of those choosing the organic diet are mothers willing to provide their children with organic and wholesome meals.Our survey reflects this,with 74.8%of organic diet followers being married,and a striking 98%of them having at least o

103、ne child.This commitment to organic choices underscores their desire for clean,pesticide-free food,emphasizing their dedication to family health.Sources:9.China Organic Food Markethttps:/bit.ly/ChinaOrganicFoodMarketOrigin and core philosophy of the organic diet The surge in organic food consumption

104、 in China is a response to growing food safety concerns.Beginning in 2000,organic food products entered the domestic market.This was followed by the emergence of non-food items like organic cotton clothes and cosmetics in first-tier cities since 2007.Subsequently,supermarkets began offering organic

105、fruits and vegetables,contributing to the projected USD 30.9 billion organic market by 2028.9 Based on our poll,27.8%of our respondents have previously experimented with an organic diet.The unique focus of the organic food community sets it apart from other dietary groups.Unlike some,this community

106、is motivated not only by weight loss goals but also by a broader commitment to a healthy lifestyle.This broader appeal could be a key factor in its popularity among a diverse range of individuals.In our survey of 1,000 respondents,it was found that 37.4%of men have experimented with the organic diet

107、,against 20.6%of women.Millennials(26 to 40)dominate the participation rate,with 45%of individuals who have tried the organic diet belonging to that generation,followed by the 41 to 60 group at 27%.Image:Xiaohongshu,Mothers share the organic meals they cook for their kidsCommon criticisms of the org

108、anic food dietCritics of the organic food diet often bring up the high cost associated with organic products,making it less accessible to a broader population.Furthermore,the nutritional differences between organic and conventional foods may not be substantial enough to justify the higher cost.Other

109、s complain about the limited availability of organic produce,especially in certain regions or during specific seasons.These criticisms indicate pain points for new entrants in the market to address.Section II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOL肉肉减脂餐 86k fans

110、 on Xiaohongshu Sharing the daily healthy eating diet,80%of them are What resonates with them“The principle is to minimize carbs intake while prioritizing protein consumption.This approach aims to increase satiety,boost metabolism,and facilitate fat burning,leading to a more rapid and natural weight

111、 loss.”Tribe personal profile 20-35 year olds Job:students,white-collars,bloggers and vloggers Primary influence area:Chinas Tier-1,-2,-3 cities“坚持了一周的牛排减肥法，基本上是一天一斤，一共掉了6斤，可能之前我也一直用各种方法减肥，所以没有掉的特别多，但本人还是比较满意的哈。”“I adhered to the steak diet for a week,lost around one pound a day,and ended up losing

112、a total of 6 pounds.As I have tried many methods to lose weight before,I didnt lose much,but I am still quite satisfied.”Lifestyle habits/interestsTop brandsHealthy food tribe#4:Steak diet#蛋白质饮食 protein diet#牛肉减肥法 steak weight loss method Trending hashtags used by the steak diet tribeMealsTribe pref

113、erencesVegetarianismHigh-fatProcessed foodHigh-carb Costco Hejie(盒界)Baocaiwei(百草味)#减肥 weight loss#原切牛排 raw beefVloggingCookingFitnessAmount of criticsSection II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDOrigin and core philosophy of the steak diet The steak diet gained promin

114、ence initially through the influence of a Chinese Douyin KOL named CC in early 2022.Known as the“CC beef weight loss method,”it involves consuming two pieces of lean beef at every meal for five consecutive days,followed by a 25-day period of three meals within an 8-hour window,aligning with intermit

115、tent fasting principles.10 Following this,an increasing number of individuals on Xiaohongshu began experimenting with this diet to assess its effectiveness.Similar to the keto diet,it focuses on fat burning by significantly reducing carbohydrate intake while increasing protein consumption.The core c

116、oncept of daily meals revolves around eating steak and vegetables.According to our survey,6.8%have tried the steak diet before,with an equal representation of men and women.Sources:10.Can you lose weight quickly by just eating steamed buns and beef?https:/ KOL CC advocates the benefits of the steak

117、dietMembers of the steak tribe prioritize their food choices based on the nutritional value of the ingredients as their primary consideration.Followed by the organic nature of the food,reflecting a preference for items produced without synthetic pesticides or fertilizers.As one might expect,this is

118、the tribe that places the most importance on protein consumption,with 11.8%considering it in their decision-making process,whereas it is not as important for the other food tribes like the 211 diet(10%),keto(5.6%)and organic tribes(10.1%).11.8%of surveyed steak dieters consider protein content when

119、choosing their foodCommon criticisms of the steak dietThe steak diet has faced criticism from many individuals on social media due to side effects,including overall weakness,heart palpitations,night sweats,and insomnia.Moreover,critics argue that eating too much meat may increase the risk of cancer

120、and heart diseases.Lastly,many critics question whether the effects of this diet are long-lasting.Even though the results may be impressive at first,the risk of rebound once they start eating normally again is very high.Section II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDA b

121、urgeoning trend making waves on social media is the emergence of Chinese-style low-calorie meals,challenging the stereotype that healthy eating must be bland and uninspiring.These meals aim to make weight loss more appealing by offering a variety of flavorful and satisfying options.From spicy boiled

122、 fish to the beloved tomato and egg pairing,along with meatballs and purple rice,Chinese low-calorie dishes showcase diverse flavors and textures.During the summer of 2023,the trend of“white people food”(白人饭)took Chinese social media by storm,particularly on Xiaohongshu.Users flooded the platform wi

123、th lunch snapshots,often showcasing raw vegetables,bread,crackers,and cold cuts.Originating from Chinese students abroad emulating their peers lunch choices,this trend sparked lively discussions online.11 While some criticized it as“sad”and lacking in satisfaction,others praised its convenience and

124、perceived health benefits.Sources:11.Chinese people are eating and poking fun at#whitepeoplefoodhttps:/bit.ly/3SPTodays trends are tomorrows tribesWhite people foodGuochao healthy foodGeneral Motors dietA trending diet gaining traction in China is the General Motor diet,named after the automotive br

125、and that designed it to promote employee health.Known for its low-calorie regimen,it has garnered popularity in China,possibly due to its effectiveness for weight loss.Interestingly,it enjoys more fame in China than in its country of origin,the US.This diet shares similarities with intermittent fast

126、ing and is lauded for its rapid results.However,some netizens express doubts about its long-term sustainability,questioning its feasibility as a lasting dietary approach.Popular hashtags#干净饮食 clean eating#白人饭 white people food#健康饮食 healthy foodPopular hashtags#中式轻食 Chinese-style light food#轻食沙拉 ligh

127、t salad#国风空卡餐 Guochao low-calorie meal#减肥 weight-loss#轻断食 intermittent fasting#GM减肥法 GM dietPopular hashtagsSection II part I:Healthy food tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDFood for thought questions How can plant-based or alternative meat brands effectively position their products to be

128、 enjoyed alongside traditional meat dishes?What made avocados a status symbol in China while cranberries arent?How to build brand recognition for produce with only a sticker?How can brands make their brand name stand out among consumers who prioritize country of origin?Section II part I:Healthy food

129、 tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDNavigate the complexities of Chinas healthy food market with our expertise.Reach out to us at to unlock valuable insights.Follow our weekly insights or get in touch with us on WeChathttps:/ II:Coffee tribes77.2%62.1%50.5%44.0%25.3%22.8%37.9%49.5%56.0%74

130、.7%Tier-4 andlowerTier-3Tier-2New Tier-1Tier-1Less than once per weekAt least once per weekCoffee consumption in China has been steadily increasing,particularly in higher-tier cities.However,it is not yet a daily habit,even in first-tier cities.Our survey found that only 54.2%of respondents consume

131、coffee more than once a week.Despite the majority of surveyed consumers emphasizing coffee quality(50.6%)as the primary factor in choosing a coffee shop,this preference does not necessarily translate into their at-home coffee choices.Instant(27.9%)and bottled coffee(21.3%)remain popular across all r

132、espondents,suggesting that consumers often prioritize functional benefits and convenience over the perceived taste and quality of coffee.Instead,coffee shop coffee ranks third most,chosen by 18.6%of our respondents.The evolution of coffee culture in China has given rise to diverse tribes,each carvin

133、g out their niche in the caffeinated world.Fitness enthusiasts form a fitness-centric coffee consumer tribe,driven by caffeines role in fat burning.They opt for black coffee for its low-calorie,high-caffeine profile,integrating it into their workout routines.Flavor Adventurers seek novelty and exper

134、ience in coffee,exploring boutique coffee shops and innovative flavors,turning“cafe visit”(咖啡店探店)into a social media trend.Lifestyle Enthusiasts,inspired by lifestyle bloggers,incorporate coffee rituals into their daily routines,prioritizing quality of life and refinement.These tribes reflect evolvi

135、ng consumer habits,including emerging trends such as“C in the morning,A in the evening”(早C晚A),and coffee shops suitable for remote workers.How often do you drink coffee?What is your favorite coffee type?Demographic factors play a key role in coffee shop preferences.In lower-tier cities,consumers pri

136、oritize innovative flavors and ambiance.While those aged 41-59 value flavor innovation.Gen Z,on the other hand,places a higher emphasis on price,environment,and location in their Section II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOL就是万万 101k fans on Douyin She shares ab

137、out her coffee making,diet and exerciseWhat resonates with them“A fit body starts with a healthy mind and both thrive on black coffee.”Tribe personal profile 20-35 year olds Job:students,white-collars,models,fitness and fashion bloggers“减脂以来离不开的就是黑咖啡啦，基本每天都会喝。黑咖啡可以去水肿，运动的时候还可以加速燃脂，提升代谢！”“Since I sta

138、rted to lose weight,drinking black coffee has become a must for me,basically I will drink everyday.Black coffee can help reduce edema,and drinking before working out can accelerate fat burning and improve metabolism.”Lifestyle habits/interestsTop products&brandsCoffee tribe#1:Fitness enthusiasts#黑咖啡

139、减肥 drink black coffee to lose weight#冰美式 iced Americano#空腹有氧 pre-meal cardio#我的健身日常 my fitness dailyTrending hashtags used by the fitness enthusiastsCoffee aestheticTribe preferencesBrand loyaltyTaste qualityCreativityPrice sensitivityNice environment Instant coffee Drip coffee Americano SATURNBIRD(

140、三顿半)Yongpu(永璞)Luckin Coffee(瑞幸)#减肥 lose weightVloggingCookingFitnessThe adoption of coffee in the Fitness Enthusiast tribe Chinese celebrities known for their dedication to fitness and maintaining their physique,such as singer Jane Zhang(张靓颖),actress Ivy Chen(陈意涵),and actor Eddy Peng(彭于晏),began endo

141、rsing coffee on Weibo as early as 2012,sparking interest in coffee among their followers.12Over the years,Chinas coffee consumption surged,growing into a USD 1.7 billion market.13 The celebrity Weibo posts from the 2010s have now blossomed into a tribe of fitness-focused coffee consumers.Fitness fan

142、atics love coffee because caffeine has the functions to boost athletic performance,promote fat loss,reduce edema,and provide mental alertness.Black coffee is particularly popular in this tribe,as it is low in calories and higher in caffeine.Some gym-goers tend to drink a cup in the morning before do

143、ing fasted cardio or take it as a pre-workout energy boost before hitting the gym.Favorite coffee products and brands of the Fitness Enthusiast tribeOn social media,members of the Fitness Enthusiast community frequently endorse specific coffee brands and products.A notable example is SATURNBIRD(三顿半)

144、,an instant coffee brand packaged in vibrant pods,offering various roasts.The brand collaborates with activewear brands like Snowline(雪线),suggesting a synergy with the Fitness Enthusiasts lifestyle.14 The brand is positioned as perfect for on-the-go consumers,including those with a sporty lifestyle.

145、Image:Xiaohongshu,SATURNBIRD productsSources:12.Weixinhttps:/ 13.Statistahttps:/ Xiaohongshuhttps:/ Jane Zhang(张靓颖)Ivy Chen(陈意涵)Eddy Peng(彭于晏)Section II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOL是靓靓靓妹ya 45.8k fans on Xiaohongshu Caf/restaurant explorer who shares drink

146、and food What resonates with them“Coffee is more than just a morning pick-me-up its an adventure in taste.“Tribe personal profile Job:students,white-collars,some bloggers and vloggers Urbanites residing in Tier-1 and Tier-2 cities“五一去上海玩，刚好碰到上海咖啡界的天花板O.P.S回归！喝到了上海最好喝的特调咖啡，还遇上了O.P.S出新品，每一杯都太好喝啦。”“Whe

147、n I went to Shanghai on May 1st vacation,O.P.S,the top of Shanghai coffee industry,came back!We had the best specialty coffee in Shanghai,and O.P.S came out with new products,every cup was so delicious!”Lifestyle habits/interestsTop productsCoffee tribe#2:Flavor adventurers#我的咖啡日记 my coffee diary咖啡探

148、店 Caf explorer#打卡网红店 check in at a popular spot#周末去哪儿 where to go on weekendsTrending hashtags used by the flavor adventurersCoffee aestheticTribe preferencesBrand loyaltyTaste qualityCreativityPrice sensitivityNice environmentNew products in coffee shopseg.Moutai latte,bellpepper coffee,lucky savor

149、y lattePhotographyFoodSection II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDOrigin of the tribe With the rapid growth in the number of boutique coffee shops and innovation in flavors,“caf visit”has become a popular activity on social media since 2018,with more than 4 million posts

150、on Xiaohongshu related to the topic as of January 2024.In Shanghai,as of December 2023,there are 8,530 coffee shops,ranking first in the world.15 In addition,the constant innovation of coffee flavors adds to Flavor Adventurers enthusiasm.For instance,Luckins Moutai latte generated a lot of buzz on t

151、he Internet in September 2023.16 More recently,Taijuan coffee,a coffee shop serving lattes in bell peppers,has garnered the attention of Shanghai residents and netizens.While the taste of bell peppers did not translate in the beverage,many were enthusiastic about the innovative and picture-worthy dr

152、inking experience.Image:X,Taijuan coffeeConsumption and lifestyle habits of the Flavor Adventurer tribeFlavor Adventurers are willing to try different coffee shops for the environment,concept,or taste.For them,enjoying coffee is not just about the beverage;it is a holistic experience.In that regard,

153、they are not particularly loyal to specific brands or products.Flavor Adventurers tend to explore cafs with a few friends,indulging in coffee and desserts while capturing moments to post on social media.With a passion for fresh experiences and high-quality photography,they frequently spend their dow

154、ntime attending exhibitions,visiting pop-up stores,and exploring unique restaurants.Sources:15.Baijiahaohttps:/ from a flavor Section II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOLLivec_董小姐 251.8k fans on Xiaohongshu Lifestyle influencer sharing food,travel,and fashion W

155、hat resonates with them“At our caf,coffee is not just a commodity its a form of art.”Tribe personal profile 25-35-year-old Job:white-collars,housewives,ploggers,bloggers,and vloggers“推开法式优雅的复古木门，内侧的装修让人沉沦，优雅的香颂流淌在耳边，鼻尖弥漫着咖啡淡香，硬装风格与软装设计搭配出迷雾般绝伦的气质。”“People push open the vintage wooden door of French

156、elegance,and the inner decoration makes people immersed in it.Elegant music flows in the ear,the nose is filled with coffee light fragrance,hard decorating style and soft decorating design with a misty and overwhelming temperament.”Lifestyle habits/interestsTop productsCoffee tribe#3:Lifestyle enthu

157、siasts#日常vlog daily vlog#独居 live alone#vlog我的一天 vlog of my one day#一天吃什么 what to eat a dayTrending hashtags used by the lifestyle enthusiastsCoffee aestheticTribe preferencesBrand loyaltyTaste qualityCreativityPrice sensitivityNice environmentFashionYogaHand-brewed coffeeSpecialty coffeeSingle Origi

158、n Espresso(SOE)ArtSection II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDOrigin of the tribeThe increase in Lifestyle Enthusiasts can be attributed to the widespread influence of lifestyle bloggers on social media.These bloggers often showcase their daily routines through vlogs,cove

159、ring topics like#getreadywithme,#travelvlog,and#dailyvlog.In contrast to Flavor Adventurers,the Lifestyle Enthusiast tribe emphasizes a lifestyle centered around coffee consumption and establishing daily routines,while the former encourages caf-hopping,placing a spotlight on novelty and in-store exp

160、eriences.This tribe tends to be highly educated,female white-collar workers living in first-tier cities.Brewing a daily cup of coffee symbolizes their fundamental aspiration for a more refined life.An influencer in this tribe is 是当归哦,a KOL with over 1 million followers on Bilibili.She predominantly

161、shares content on coffee making,brunch preparation,shopping experiences,fitness,and fashion through her vlogs.17 Her videos place a significant emphasis on rituals and a commitment to enhancing the overall quality of life.Image:Bilibili,page of 是当归哦Sources:17.Bilibilihttps:/ postsConsumption and lif

162、estyle habits of the Lifestyle Enthusiast tribeIn addition to their morning brew,the members of this tribe express their passion for fashion,shopping,and art on social media platforms.An influential figure embodying this lifestyle on Xiaohongshu is Livec_董小姐,with over 253,000 followers,who frequentl

163、y showcases her daily outfits accompanied by her coffee Section II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTodays trends are tomorrows tribesOver the past few years,coffee shops have transformed into havens for digital nomads,freelancers,and students seeking productive spaces.Th

164、is shift is evident in the rise of coffee shops tailored to this demographic,as seen in the popular hashtag#适合办公的咖啡馆”(“Caf suitable for work”)with 4.6 million views on Xiaohongshu.These spaces now serve as incubators for creativity and productivity,offering amenities like power outlets,self-service

165、water stations,and high-speed Wi-Fi.These trends not only reflect changing consumer habits but also foster unique communities within the coffee culture.The hashtag#早C晚A,initially associated with the skincare concept of using vitamin C in the morning and vitamin A at night,has taken on a new meaning“

166、Coffee in the morning and alcohol at night.”This trend gained momentum in 2021 and exploded in 2023,resonating with young professionals who rely on coffee to kickstart their workday and turn to alcohol to unwind in the evening.This phenomenon has brought attention to unconventional coffee shops that

167、 transform into bars at night,catering to the evolving preferences of this demographic.Image:Xiaohongshu,post from a digital nomadImage:Xiaohongshu,an example of caf/Popular hashtagsPopular hashtags#数字游民 digital nomad#自由职业者 freelancer#适合办公的咖啡馆 cafe which is suitable for working#远程工作 work remotely#日咖

168、夜酒 coffee at morning and alcohol at night#早C晚A coffee at morning and alcohol at night#打工人 laborers#成年人的世界 adults worldDigital nomadsCoffee at morning,alcohol at nightSection II part II:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDIdeas breweing to expand Chinas coffee marketSection II part I

169、I:Coffee tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDAt Daxue Consulting,we specialize in not only gathering consumer insights but also interpreting them effectively using advanced research techniques.Contact us at to dive deeper into Chinas coffee market.Follow our weekly insights or get in touch

170、 with us on WeChat What would it take for lower-tier cities to consume coffee like Shanghai urbanites?How can brands from nations that stick to traditional coffee appeal to fun-loving non-traditional,novelty-seeking Chinese coffee drinkers?What strategies are necessary for home-brewed coffee to repl

171、ace instant and bottled coffee consumption?https:/ III:Alcohol tribes38.931.826.322.413.913.49.69.48.78.26.96.45.55.55.4Chinese beerRed wineBaijiuImported beerWhite wineWhiskyOsmanthus wineSweet rice wineVodkaOld fashionedMojitoSakeMargaritaRumSojuBeerWineSpiritChinese wineCocktailAlcohol consumptio

172、n holds significant cultural importance in China,with 29.7%of respondents from our survey reporting drinking at least once a week.Residents of higher tier cities and individuals with higher income drink significantly more often.The top choices for drinking alcohol include ones own home(39.7%)and the

173、 homes of friends or relatives(34.9%).Additionally,restaurants are a popular venue,with 34.6%of respondents indicating it as a favored location for alcohol consumption.29.7%of surveyed people drink at least once a week39.7%of surveyed drinkers prefer drinking at homeAs Chinas alcohol market diversif

174、ies with new entrants,unique tastes and lifestyles arise.The Mixologist Girls,mainly college students,enjoy crafting innovative cocktails by mixing alcohol with various soft drinks.Nightlife Enthusiasts seek classic drinks and unique atmospheres in niche bars,extending their interests to fashion and

175、 art.Chinas version of Wine Connoisseurs,predominantly white-collar workers,express their refined palate through appreciating diverse wines in addition to western grape wines,like rice wine and plum wine.What do Chinese people drink the most?According to our survey,the preferred cocktails are old-fa

176、shioned cocktails and Mojito.When it comes to stronger spirits,26.3%of those who consume alcohol opt for baijiu,a Chinese liquor,while 13.4%choose whisky.In terms of wine,red wine is more favored,with 31.8%of respondents expressing a preference,compared to 13.9%for white wine.Among individuals with

177、lower incomes(less than RMB 10,000 per month),Chinese red wine is more popular,whereas those with higher incomes tend to lean towards French wine.Chinese beer holds greater popularity,with 38.9%of respondents favoring it over foreign beers,compared to 22.4%for imported beer across all income groups.

178、Among the imported beers,German,American,and Belgian varieties emerge as the most preferred choices among our survey participants.Which of the following alcoholic drinks do you like to consume?Section II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDFrance23.7%France23.6%China25.3%C

179、hina18.5%China23.0%France20.7%Australia10.6%Italy8.9%Italy9.5%Italy 9.2%Australia8.6%Portugal8.8%Portugal8.2%Portugal7.7%Spain7.2%12345 RMB 10,000RMB 10,001 RMB 20,000RMB 20,001+Preferred beer origin by monthly incomePreferred wine origin by monthly incomeSection II part III:Alcohol tribes2024 DAXUE

180、 CONSULTINGALL RIGHTS RESERVED RMB 10,000RMB 10,001 RMB 20,000RMB 20,001+China35.4%China42.2%China47.1%Germany19.9%Germany25.4%Germany19.8%US 13.9%US6.5%Belgium6.2%Japan7.8%Belgium5.8%UK5.3%Belgium6.8%Japan5.5%US4.7%Exploring Chinas thirst for whisky knowledgeWhisky ranks as the 6th most popular alc

181、oholic beverage in our survey,particularly appealing to Millennials in tier 1 and new tier 1 cities,comprising 79%of whisky drinkers.Over half of these enthusiasts earn more than RMB 20,000 monthly,aligning whisky with a sophisticated lifestyle.A staggering 59%of surveyed whisky drinkers consume alc

182、ohol more than once per week,which is more than the average population.Image:Xiaohongshu,Chinese women mostly use whiskey for crafting cocktails59%of surveyed whisky drinkers consume alcohol more than once a week12%of surveyed women drink whisky at least once a weekWhile British whiskies,notably fro

183、m Scotland,lead in popularity,Japanese brands are gaining traction,reflecting Chinas evolving whisky preferences.Contrary to the stereotype of whisky as a predominantly male drink,survey results reveal a more inclusive landscape,with 15%of men and 12%of women indulging in the spirit at least once a

184、week.Social media indicates that women exhibit a penchant for using whisky in craft cocktails made at home.The abundance of whisky-related educational content on social media platforms like Xiaohongshu indicates a collective desire for netizens to expand their knowledge about whisky culture.79%of su

185、rveyed whisky drinkers are Millennials in tier 1 and new tier 1 citiesSection II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDExample KOL酒里酒气的小九 49.1k fans on Red She shared about a variety of simple and creative bartending menusSection II part III:Alcohol tribes2024 DAXUE CONSULTI

186、NGALL RIGHTS RESERVEDWhat resonates with them“Spend little,enjoy a lot.”Tribe personal profile 20-30 year-old Job:white-collars,college students.“解锁便利店调酒新公式周末姐妹聚会安排麻烦大数据推送给爱喝酒的酒鬼女孩！下班回家路过便利店随时随地都能享受微醺的快乐。”“New formula for convenience store bartending|can arrange during weekend girls partyPlease let

187、alcoholic girls who love to drink see this post!When you go home from work,you pass by a convenience store and can enjoy a little drunk anytime anywhere!.”Lifestyle habits/interestsTop productsAlcohol tribe#1:Mixologist girls#适合女生喝的酒 alcohol suitable for girls#调酒 bartending#宿舍调酒 bartending at the do

188、rmitory#便利店调酒 bartending at a convenience store#酒鬼少女 alcoholic girlTrending hashtags used by the mixologist girlsTribes vibesTribe preferencesBrand loyaltyTaste qualityInnovative drinks&flavorsPrice sensitivityNice environmentAlcohol concentrationFoodCoffeeAlcoholSodaJuiceTea CoffeeIce+HWho are the

189、mixologist girls?The“mixologist girls”tribe primarily encompasses women aged between 20 and 30,including white-collar professionals and college students who mainly live in higher-tier cities.They enjoy mixing alcohol with different drinks like sparkling water,juice,tea,and coffee.Notably,the mixolog

190、y girls prioritize flavor innovation over brand loyalty and taste quality.Similarly,these enthusiasts show little concern for the drinking setting or the alcohol concentration.The focus of this tribe is on drinking creative alcoholic beverages at a low cost.On social media,comments under the mixolog

191、ist girl posts are mainly users tagging their friends and asking them to try making the mixes together.This highlights the tribe members emphasis on shared enjoyment and connection among friends,turning drinking into a social event.Influential mixologist social media accountsOn Xiaohongshu,several a

192、ccounts specialize in crafting distinctive cocktails and have garnered significant followings.One notable example is the account 酒里酒气的小九,boasting over 50,000 followers.Her most acclaimed post,featuring“easy cocktails suitable for college dorms”,has amassed over 67,400 likes in December 2023.She shar

193、es posts illustrating how to make simple cocktails using beverages available at convenience stores.Under these posts,the comments underscore the simplicity of doing these beverages and emphasize their suitability for girls because of their sweet taste.A tribe dominated by college students In the com

194、ments of mixologist posts,many netizens express excitement about trying these drinks in their dorms,praising that these concoctions do not have a strong alcoholic taste yet still manage to make them tipsy.A significant portion of this tribe comprises university students seeking affordable yet flavor

195、ful alcoholic options.This trend sheds light on the widespread appeal of brands like RIO(锐澳鸡尾酒),a Chinese alcopop brand,particularly among college students.The brand sponsored the famous college drama Love O2O,where the drink is portrayed as the ideal companion for university students,solidifying it

196、s status as a top choice for campus hangouts.18Image:kknews,RIO cocktails sponsored the college dra-ma Love O2O An interest that extends to other food and beverages According to their social media posts,the mixologist girls extend their interest beyond cocktails.Many accounts also delve into the bro

197、ader realm of food and beverages.They share guides on crafting various types of coffees,preparing oatmeal cups,and even recommend the best brands of ice-cream.This underscores their broader appreciation for exploring new food and drinks.Sources:18.kknews,Love O2Ohttps:/kknews.cc/media/g4mpzm.htmlSec

198、tion II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat resonates with them“Step into our trendy bar and experience the best vibe in town,with a fashionable crowd and a vibrant atmosphere.”Example KOL一杯倒的Lantee 337.1k fans on Red She shared her alcohol and career experienceTribe

199、personal profile 20-30 year-old Job:white-collars,college students,artists,businesspeople“上海优秀酒吧太多了，本来就比较热门的就不推荐啦。我个人喜欢有创意、口感特别的鸡尾酒，因为我酒量并不好，选的多数是好看好喝低度数的酒，微醺状态最佳。”“There are too many excellent bars in Shanghai,and I dont recommend those that are already more popular.I personally like creative,speci

200、al cocktails because I dont drink well,and most of them are good-looking and low-strength wines,and they are slightly drunk at their best.”Lifestyle habits/interestsSection II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTop productsAlcohol tribe#2:Nightlife enthusiasts#路边喝酒 drinki

201、ng on the side of the road#小酒馆 small pub#酒鬼日常 The daily life of an alcoholic#氛围感酒吧 Bar with atmosphere#人气酒吧推荐 popular bar recommendationTrending hashtags used by the night enthusiastsTribes vibesTribe preferencesBrand loyaltyTaste qualityInnovative drinks&flavorsPrice sensitivityNice environmentAlco

202、hol concentrationFashionEvents Mojito Old-fashion Margarita MWho are the nightlife enthusiasts?The nightlife enthusiasts,ranging from 25 to 35 years old,are predominantly composed of white-collar workers,artists,and business professionals residing in higher-tier cities.These bar aficionados are part

203、icularly fond of classic cocktails such as mojitos,old-fashioned mixes,margaritas,and martinis.Our survey revealed that the main consumers of cocktails in China are women.They represent 69.4%of margarita drinkers,67.8%of martini drinkers,68.2%of old-fashioned cocktails drinkers,and 68.1%of mojito dr

204、inkers.Their preference extends beyond the drink itself to the overall ambiance,seeking bars that offer a unique atmosphere where they can escape the daily grind.For them,stepping into a trendy bar with a fashionable crowd is a way to relax and unwind.Nightlife enthusiasts seem to favor niche rather

205、 than mainstream bars.On social media,they often use the hashtags#氛围感(#atmosphere)and#宝藏小酒馆(#hiddengembar)to share their experience.These bars are often dimly lit,creating an intimate and cozy ambience.Unwinding in style Nightlife enthusiasts prioritize the drinking environments quality,closely foll

206、owed by alcohol taste and innovative flavors,with brand,price,and alcohol concentration being less significant.They often use hashtags like#酒鬼日常(#thedailylifeofanalcoholic)and#路边喝酒(#drinkingonthesideoftheroad)in their social media posts,depicting their enjoyment of drinks with friends or alone at ni

207、ght.Whether at cozy bars or on the sidewalk,these hashtags capture the excitement of their nightlife.Comments frequently praise the posts visual appeal and pleasant vibes.Image:Xiaohongshu,Examples of posts shared by the nightlife enthusiastsSeeking an aesthetically pleasing lifestyle Social media i

208、nsights suggest that this tribes interests extend beyond cocktails and high-quality spirits to include fashion and art.This multifaceted approach underscores their emphasis on an aesthetically pleasing lifestyle.Influencers like 一杯倒的Lantee,with 28,000 followers on Xiaohongshu,exemplify this blend of

209、 lifestyle and expertise.On her page,she intertwines her aesthetically pleasing lifestyle with knowledge about wine and spirits,emphasizing that“atmosphere is first.”Through her posts,she shares insights into sidewalk drinking,an appreciation for art,and fine food.Section II part III:Alcohol tribes2

210、024 DAXUE CONSULTINGALL RIGHTS RESERVEDSection II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTop productsExample KOLSal 14k fans on Red She shared about professional alcohol knowledgeAlcohol tribe#3:Wine connoisseurs#葡萄酒品酒笔记 wine tasting notes#葡萄酒推荐 red wine recommendation#晚安酒 go

211、od-night wine#年份老酒 vintage wine#送领导 gift for leaderTribe personal profile 28-35 year-old Job:white-collars,businesspeople“酒液呈现诱人的石榴紫红色，闻起来有很丰富的黑色果实、甘草、花香和诱人的过桶香气。喝到口中十分浓郁的黑莓、李子等黑色水果风味首当其中，仔细品尝后还能感受到一些肉桂的干香。”“The wine has an attractive purplish color of pomegranate and smells rich in black fruit,lico

212、rice,floral and tantalizing barrel aromas.The rich flavor of black fruits such as blackberries and plums is the first to drink,and you can feel the dry aroma of some cinnamon after tasting carefully.”What resonates with them“The wine boasts an appealing purplish hue reminiscent of pomegranate,exudin

213、g rich aromas of black fruit,licorice,florals,and alluring barrel notes.Upon the first sip,indulge in the opulent flavors of blackberries and plums.”Trending hashtags used by the wine conoisseursLifestyle habits/interestsTribes vibesTribe preferencesBrand loyaltyTaste qualityInnovative drinks&flavor

214、sPrice sensitivityNice environmentAlcohol concentrationFashionArt Red wine Vintage wine Rice wine Plum What makes Chinese wine conoisseurs unique?The wine connoisseurs,typically individuals in their late 20s to mid-30s,consist mainly of white-collar workers and business professionals residing in hig

215、her-tier cities.According to our survey,the dominant age group consuming red and white wine is 26 to 40 years old(41%),followed by those aged 41 to 60(26%).This tribe stands out for their passionate appreciation of spirits and fine wines,alongside a profound love for art,fashion,and furniture.What d

216、istinguishes Chinese wine connoisseurs from their Western counterparts is their extensive knowledge spanning various wine varieties,including rice wine and plum wine,showcasing a culturally diverse palate.These connoisseurs exhibit a deep understanding of Chinese wines,discussing details such as ori

217、gins,optimal tasting seasons,and the art of pairing them with specific foods.Priorities of the wine connoisseursDistinguished by a relatively high brand loyalty,these connoisseurs prioritize the exquisite taste of their chosen beverages.Unlike the nightlife enthusiasts,they may not place as much emp

218、hasis on the drinking environment.Moreover,wine connoisseurs are not actively seeking innovative flavors,high alcohol concentration,or competitive prices.Instead,their focus lies in savoring the refined experience of quality beverages that complement their discerning and sophisticated lifestyle.A pr

219、ime example of Chinese wine connoisseurExamples of influencers within the wine connoisseur tribe include Sal,a seasoned sommelier who shares her recommendations on her profile.Beyond the traditional red and white wines,Sal introduces her followers to the world of Chinese rice wine and plum wine.Thro

220、ugh her guidance,she not only explores these unique varieties but also offers insights into the optimal ways to taste them.Image:Xiaohongshu,Rice wine,plum wine and red wine recommended by Sal,a wine connoisseurSection II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTodays trends a

221、re tomorrows tribesSocial media is buzzing with the fusion of alcohol and music,creating vibrant communities centered around live house performances.The posts often showcase bars with intimate lighting,where people enjoy colorful cocktails,beers,and snacks in front of a live band.The majority of pos

222、ts highlight music bars in bustling cities like Beijing,Shenzhen,Shanghai,and Chengdu,adding to the allure of nightlife in first and new first tier cities.The trend of infusing alcohol into beverages,like soft drinks,coffee,and tea,has sparked enthusiasm among netizens.When Luckin Coffee teamed up w

223、ith Moutai to launch the Moutai Latte in September 2023,it caused a huge stir online.Other brands joined this trend,including Manner collaborating with Jim Beam and Hey Tea with Baileys.This trend extends to food collaborations,such as the collaboration between Moutai and Dove in September 2023.This

224、 innovative partnership combined alcohol with chocolate,presenting a blend designed to resonate with a younger audience.19Image:Shanghai Daily,the Moutai latte from Luckin CoffeeImage:Xiaohongshu,a livehouse performanceSources:19.Xiaohongshuhttps:/ II part III:Alcohol tribes2024 DAXUE CONSULTINGALL

225、RIGHTS RESERVEDPopular hashtagsPopular hashtags#乐队演出 band performance#livehouse#夜生活 vibrant nightlife#音乐酒吧 music bar#泸州老窖 Luzhou Laojiao#酱香拿铁 Moutai latte#茅台巧克力 Moutai chocolateAlcohol-flavored F&BAlcohol paired with Diving deeper in Chinas drinking culture Is there space for an aperitivo in Chinas

226、busy work culture?How to position a product as a partner of Baijiu and not a competitor?What are the moments of conviviality that correlate with drinking?What qualities of alcohol(besides price)give a good impression as a host?Section II part III:Alcohol tribes2024 DAXUE CONSULTINGALL RIGHTS RESERVE

227、DCurious about how our expertise can help your company tackle these questions?Email us at to gain valuable insights.Follow our weekly insights or get in touch with us on WeChathttps:/ III:Chinas restaurants industryWhen it comes to eating out,our survey of 1,000 people found that nearly 40%dine out

228、for over half of their meals.This is especially true for young,single urbanites in higher-tier cities.This shows big potential for Chinas restaurant industry,which is undergoing a notable transformation,shifting from traditional in-person dining to a mix of online and offline options.This change is

229、sped up by digital trends and the pandemic,pushing restaurants to get creative with how they make money.Evolution of restaurant preferences:from affordability to digital appealIn selecting a restaurant,our survey participants prioritize affordability(32.6%)as their primary criterion,followed by the

230、availability of specific dishes(26.6%),and the overall environment(13.5%).This trend remains relatively consistent across both genders.However,as age increases,the importance of dishes becomes more prominent,while emphasis on factors such as internet popularity,seeking new experiences,and the visual

231、 appeal of dishes in photographs decreases.This underscores the rising importance of factors like the visual allure of the environment and dishes,the experiential aspect,and the restaurants social media virality in attracting younger consumers who prioritize digital experiences and social validation

232、 when dining out.From adopting new technologies to the influential role of social media in shaping consumer choices,and the emergence of themed restaurants and private kitchen cuisine,these changes are fundamentally reshaping how restaurants operate and engage with their customer base.Top factors in

233、 choosing restaurants in%12.514.116.121.545.454.466.269.8Photogenic dishesImported foodInternet fameNew experiencesRecommended by localsBeautiful environmentSpecific specialitiesAffordable pricesSection III:Chinas restaurants industry2024 DAXUE CONSULTINGALL RIGHTS RESERVEDFrom dual-channel strategy

234、 to omnichannel strategyIn the past,restaurants mainly relied on customers dining in as their revenue stream.Digitalization has profoundly transformed the restaurant market.Nowadays,offline and online stores are the two main battlefields for restaurant operators.Not only do they have to attract cust

235、omers offline but also online.According to our survey,17%of our respondents order takeout for more than 30%of their meals.This proportion is higher for Gen Zs(25%)and Millennials(21%).The pandemic accelerated this transformation as eating at restaurants was not allowed in many cities.Meituan Groups

236、revenue in 2022 reached 220 billion RMB,a 22.8%increase from 2021s 180 billion RMB.21In addition to traditional food delivery apps,many restaurant groups joined Douyin since 2022.22 Haidilao,the popular hotpot chain restaurant,launched a group purchase on Douyin platform,generating a revenue of appr

237、oximately 300 million RMB from the three products offered.During the 11.11 Singles Day presale period,McDonalds set a record of 10 million RMB in a day on Douyin.With over 743 million monthly active users as of October 2023,Douyin provides an excellent platform for restaurants to do livestreams,laun

238、ch group purchases,and partner with Douyin takeaways to attract customers.23 Many restaurants have gradually transitioned from a dual-channel strategy of dine-in and take-out to an omnichannel strategy of dine-in,take-out,and Douyin.This transformation reshapes customer journey by integrating digita

239、l platforms into their dining experience.Customers can seamlessly discover,engage,and purchase from restaurants through the aforementioned features,creating a more interactive and convenient dining ecosystem.Over one fifth of Gen Zs and Millennials order 30%of their meals by deliveryDouyin has emerg

240、ed as a powerful digital marketing and food delivery platformSources:21.Meituans 2022 annual reporthttps:/media- restaurant groups joined Douyin in 2022https:/ 2023 October global statshot report https:/ III:Chinas restaurants industry2024 DAXUE CONSULTINGALL RIGHTS RESERVEDDiscoveryConsiderationDin

241、ing purchaseRetentionSee information online andwill conduct further researchDining again and becomea regular customer Searching which dish to consideramong other factors(e.g.price)Making their final decisions and go to the restaurant(or order delivery)DianpingXiachufangXiaohongshuDouyinWeiboMeituanE

242、le.meDianpingXiaohongshuDouyinWeiboMeituanEle.meDianpingDouyinMeituanEle.meDianpingDouyinMeituanEle.meXiaohongshuRestaurant consumer online journey map in ChinaRobotics and automation:revolutionizing Chinese restaurant operationsThe Chinese restaurant market has experienced a rise in the adoption of

243、 technology,transforming the way businesses operate and enhancing the dining experience.For instance,manual ordering has gradually evolved into smart ordering,where customers can place orders through scanning QR code at their tables,allowing restaurants to improve their operation efficiency.Robotics

244、 and automation have also found their way into Chinese restaurants,from noodles and coffee making robot chefs to food delivery robots.Haidilao opened smart restaurant in big cities such as Beijing and Shanghai,where everything from food preparation in the kitchen to food delivery are all operated by

245、 robots.The market of service robots in China reached RMB 51.6 billion in 2022.24Furthermore,the restaurant industry in China is also taking measures to provide consumers with an aesthetic dining atmosphere.Some restaurants are using holographic projection to project images onto walls and tables to

246、create immersive dining experiences for customers.Social media influences in the restaurant marketIn 2023,Chinas Generation Z make up less than 20%of the countrys population,but constitute 40%of the spending.25 This digitally-savvy generation relies heavily on social media platforms such as Xiaohong

247、shu,Douyin,Dazhong Dianping,and Weibo for learning the latest trends.Restaurant operators have recognized the significance of these platforms and turned them into competitive arenas to attract Gen Z consumers.Although only 3.5%of our respondents consider the internet popularity of a restaurant as a

248、primary concern,it is notably more significant for the younger demographic.On average,6.4%of those aged 25 and under prioritize the internet popularity of a restaurant when making their choices.This number is slightly higher for Gen Zs residing in first and new first tier cities(7.8%).This highlight

249、s a higher emphasis on online trends and visibility within this age group.Sources:24.Chinas service robot market value reached 51.6 billion RMBhttps:/ 25.Meeting the consumer needs of Generation Z,the food industry innovates and seeks changehttps:/ III:Chinas restaurants industry2024 DAXUE CONSULTIN

250、GALL RIGHTS RESERVEDSocial media plays a pivotal role in how people discover restaurants.There are countless posts and vlogs with the hashtags such as#探店(explore shops)#打卡(punch-in)on these platforms,allowing people to evaluate and choose restaurants based on their preferences.As a result,restaurant

251、s now focus on creating vibes(氛围感)to attract customers.This ranges from beautifully presented dishes to stylish interior designs.Photos taken at the restaurant should be worth posting to customers social media platforms.Positive reviews and recommendations hold substantial sway over a restaurants re

252、putation.Consequently,many restaurants actively engage with review apps and social media platforms,encouraging customers to leave positive feedback.In exchange for leaving a positive review,customers get a discount or a free dish.However,while this incentivization led to an increase of positive revi

253、ews,it has also raised questions about the authenticity of customers feedback.Beyond customers reviews,large-scale social media marketing events can play a key role in creating buzz and driving traffic to offline stores.From November 17th to December 15th,2023,Xiaohongshu hosted a Foodie Marathon in

254、 Shanghai,selecting 100 restaurants and cafs for users to explore and collect stamps.Users could exchange merchandises with the stamps they collected,and participate in giveaways if they posted on the platform with relevant hashtags.This event generated an online buzz and increased the exposure of p

255、articipating restaurants,and posts about the restaurants by influencers could further drive other customers to the restaurant.Images:Xiaohongshu,four restaurants to repeatedly go in Shanghai(right),Monet-inspired restaurant Section III:Chinas restaurants industry2024 DAXUE CONSULTINGALL RIGHTS RESER

256、VEDImmersive dining experiences:the rise of themed restaurantsAs the restaurant market becomes increasingly competitive,more and more themed restaurants are opening as restaurant owners find ways to differentiate.Some of the more common themes include movies,TV,and animation themed restaurants,nosta

257、lgic-themed restaurants,and region themed restaurants.One of the most popular themed restaurants are those with a movie,TV,anime or big IP theme.For example,many cities have opened Harry Potter theme cafs with building designs that make you feel like youre in a Harry Potter movie,or dishes named aft

258、er movie characters.Some cafs even have capes and hats that customers can borrow for photo ops.Many of these restaurants and cafs are pop up stores that usually last for a couple of months,and they relocate to a new city afterward.Region-themed restaurants are also popular,especially in cities and r

259、egions that rely heavily on tourism.As the hometown of pandas,Chengdu has many panda-themed restaurants.In Yunnan,there are lots of restaurants that are ethnic group themed.Customers can experience different ethnic food where the staff wears traditional clothing and performs folk songs and dances.Im

260、ages:Xiaohongshu,PeppaPig,Harry Potter,and Panda-themed restaurantsSection III:Chinas restaurants industry2024 DAXUE CONSULTINGALL RIGHTS RESERVEDPrivate kitchen cuisine brings personalized pleasure in urban diningIn tier one and tier two cities,private kitchen cuisine(私房菜)is becoming more popular.P

261、rivate kitchen cuisine usually refers to small restaurants with unique and creative dishes served in a cozy and intimate dining space.In bigger cities where the lifestyle is more fast-paced,private kitchen cuisine provides a comfortable dining space that can satisfy peoples desire for a more private

262、 and intimate social interaction.In addition to that,these restaurants are usually located in a residential area,making their location more hidden and exclusive.Private kitchen cuisine is typically favored by small groups of friends and couples.Moreover,customers today seek personalized services and

263、 private kitchen cuisine offers that.Private kitchen cuisine is usually run by small business owners with creative cooking styles.To ensure the taste and quality of the food,they often use a variety of ingredients and seasonings.As preparation for the food takes longer,private kitchen cuisine tends

264、to serve only a few tables of customers at a time.This allows the chef to interact with customers and better cater to the needs of customers,which is something that big chain restaurants cannot do.Images:Xiaohongshu,private kitchen cuisine restaurant in Shanghai(left)and Beijing(right)Chinas F&B mar

265、ket in a nutshellAs Chinese consumers prioritize health,their diverse beliefs form distinct“tribes.”Understanding these beliefs is paramount for brands to know what aspects of their food to promote and which tribes to target.It cannot be assumed that Chinese consumers definition and understanding of

266、 health align with those of the domestic market.In Chinas F&B scene,the pairing of products holds significant weight,aligning with diverse lifestyles and occasions.For instance,coffee resonates strongly with fitness enthusiasts,while alcohol is often associated with social gatherings at home.Recogni

267、zing these distinct patterns allows brands to tailor their marketing strategies accordingly.By understanding these correlations between consumer behaviors and F&B preferences,brands can effectively cater to the nuanced needs of Chinese consumers.Chinese consumers are open to exploring new food&bever

268、age options.This boldness is evident in their willingness to experiment with unconventional coffee pairings,such as cilantro or meat,thus creating fertile ground for co-branding,flavor innovation,and product introductions.In China,dining out is an experience rather than just a meal.Amid intense comp

269、etition,restaurants thrive by catering to diverse consumer needs,carving out their unique niches.Moreover,the rise of technology,the growing significance of social media,and the demand for uniqueness and exclusivity present eateries with new opportunities for expansion.While cost is certainly a fact

270、or,the appeal of instant and fast food extends beyond price tagsits also about convenience.This convenience isnt just for those on a tight budget.Even high-income consumers are seeking quick and easy dining options,which means theres a market for more upscale choices.These changing preferences open

271、up opportunities for both local and international brands to meet the needs of city dwellers by offering convenient,top-notch,and healthier options.About usA strategic research firm originating in China but covering the globe.We specialize in solutions from market exploration to operational expansion

272、.Our diverse team ensures comprehensive coverage and research across China and beyond.We are creatively analytical and analytically creative.Who we areWhat we doSTRATEGIC RESEARCHBRANDINGSTRATEGYINNOVATIONCONSULTINGPricing Competitive benchmarking Market sizing Sensory(Taste&Test)Naming Brand positi

273、oning Brand book Brand activation toolkitOpen innovationLearning exhibitionDemo DayStartupscoutingMANAGEMENT&OPERATIONSBusiness plan Market entry strategy Learning expedition Product/market fitSALES&DISTRIBUTIONRoute-to-market Distributionmapping Channelsstrategy Retail safari 400+clients since 2012Contact us:Follow us:+86 21 5386 0380https:/ https:/ account:daxue_consulting_china