Ningxia's Helan Mountain Eastern Foothills wine production area targets young people and takes multiple measures to expand the consumer market

As China's largest contiguous wine grape production area, the wine production area at the eastern foot of Helan Mountain in Ningxia has an annual wine filling volume (output) of 140 million bottles, accounting for nearly 50% of the total domestic winery wine production. As the wine industry continues to develop, the production area hopes to broaden its consumer base and extend to young people.

Winemaking oak barrels. Photo by China News Service reporter Yang Di

"The wine consumption market is a 'pyramid', and how to strengthen the 'tall base' is the key focus of practitioners." Zhao Qian, public affairs director of Xige Winery, said in a recent interview with reporters that in the wine consumption market, young groups contain considerable consumption potential.

At the research and development level, many wine companies and wineries in Ningxia have launched a series of innovative products in response to the needs of young consumers who prefer low-alcohol, sweet-tasting, and high-looking wines. For example, Ningken Winery launched a rejuvenation strategy in 2022, launching products such as 187ml small-package dry red to attract young consumers with rich tastes, novel packaging, and low-alcohol concepts, and extending into categories such as sparkling wine and non-alcoholic wine;

In terms of sales channels, many wineries have established a rich e-commerce matrix. Xige Winery has opened self-operated stores online on JD.com, Tmall, Douyin, Xiaohongshu, etc.; the Mulando wine brand ranks sixth in the sales list of Tmall wine stores. In September this year, Taobao Tmall Food, Wine and Fresh Food Industry, Taobao Live·Live China, and relevant departments in Ningxia launched the "Helan Mountain East Foothills New Wine Origin Plan", hoping to further explore the digital path from "good wine" to "good brand".

In addition to products, many wineries have begun to innovate marketing methods. "We launched a 99 yuan blind box of wine to lower the threshold for consumers to try new products for the first time and guide young people to experience different styles of wine." Zhao Qian said that this approach accurately reaches the new generation of consumers who love aesthetics and are willing to try new products, driving the store's repurchase rate to increase from 19% to 24%.

Cross-border integration has also become a “coup” for Ningxia wine to break through the industry. Some wineries have joined hands with Ningxia's local youth teahouse brands to launch red wine tea drinks and store specials. The "hot-selling" red wine pomegranate ice tea has sold nearly 60,000 cups in three months online, allowing young consumers to come into contact with wine while shopping. The wine music and art festival attracts the participation of young creative forces from 12 countries around the world, and promotes the cross-border integration of wine culture and youth groups through wine cultural and creative design competitions, short video competitions and other forms.

The "Taobao Tmall Wine New Origin Report" shows that wine from the eastern foothills of Helan Mountain has maintained double-digit growth in the past three years, and online consumers aged 25 to 40 account for more than 45%. Consumers' expectations for wine are shifting from "brand + price" to "production area + style + scene + taste", and they are more willing to pay for daily drinking. (over)