According to CRI research, the major consumer group of liquor by age is middle-aged and old male (over 45) in China. Most teenagers and adults favor mild wine such as wine and beer. In catering industry, the major consumption subject are restaurants such as Chinese restaurants and large stalls, while liquor is relatively less consumed in Western restaurants, fast food restaurants and bars. In different regions, generally low and mid-end wine is sold in rural and remote towns, while high-end wine and part of mid-end wine are sold in cities, which is determined by purchasing power to certain extent.
Well-known enterprises in China liquor market include Kweichow Moutai, Wuliangye, Yanghe Brewery Joint-Stock, Lu Zhou Lao Jiao and Shunxin Agriculture, etc. However, according to CRI research, the total market share of top5 liquor brewing enterprises in China was less than 14% in 2015. On the one hand, hundreds of enterprises are competing for the rest of the market share. On the other hand, the substitutability among these enterprises leads to a fierce competition.
The sense of health of residents is enhanced with the improvement of living standards. Demand for low alcohol liquors increases, such as wine, yellow wine, beer, etc.