In 2024, Douyin (China’s version of TikTok) has solidified its position as a critical player in the online liquor sales channel, particularly for the白酒 (baijiu) industry. According to a joint report by Yunjiu Shijie and Feigua Data, titled Douyin Platform Liquor Industry Report (December 2024)", the platform has become a powerhouse for liquor brands, with over 500 liquor brand stores and 6,666 brands actively promoting their products on Douyin. The platform saw a 10% month-on-month growth in liquor-related content, with more than 200,000 promotional videos and 170,000 live-streaming sessions dedicated to liquor sales in December alone. As the Spring Festival approaches, the liquor industry is leveraging Douyin’s e-commerce capabilities to capitalize on the peak sales season.
Premiumization Trend: High-End Baijiu Drives Sales
One of the most striking trends on Douyin is the premiumization of baijiu consumption. In December, liquor products priced above 1,000 RMB accounted for over 42% of total sales, while mid-to-high-end products priced between 488 RMB and 999 RMB made up 19.74% of sales. In contrast, budget-friendly options priced below 98 RMB represented only 8% of sales. This data indicates that Douyin users are willing to spend significantly more on premium baijiu, reflecting their desire for quality and brand prestige.
The best-selling products on Douyin are predominantly from renowned brands like Moutai and Wuliangye. This preference for high-end baijiu underscores the importance of brand equity in driving consumer decisions. In Douyin’s live-streaming-driven e-commerce environment, the combination of brand reputation and product quality plays a pivotal role in attracting and converting consumers.
Baijiu Dominates Douyin’s Liquor Market
Baijiu, China’s iconic distilled spirit, continues to reign supreme on Douyin. The report reveals that baijiu accounted for 81.28% of total liquor sales on the platform in December, far outpacing other categories such as imported spirits and wine. This dominance underscores the cultural significance of baijiu in China and its strong appeal to Douyin’s user base.
Notably, premium baijiu brands are the most sought-after. Brands like Moutai, Wuliangye, Fenjiu, and Jingjiu dominate the platform’s search and click-through rates, reflecting consumers’ growing preference for high-end, well-established brands.
Live Streaming: The Engine of Liquor Sales
Live streaming has become the cornerstone of Douyin’s liquor sales strategy. In December, liquor-related live streams contributed 1.87% of the platform’s total live-streaming sales, with the top 10 hosts accounting for over 16% of liquor sales. These live streams are not just about selling products; they are immersive experiences that educate and engage consumers such as provide detailed product descriptions, conduct live tastings, and share brand stories.
Consumer Profile: Who’s Buying on Douyin?
The typical Douyin liquor consumer is male, with men making up over 81% of the platform’s liquor buyers. Among male consumers, those aged 30 and above account for 61% of purchases, indicating that older, more financially stable individuals are the primary drivers of liquor sales on the platform.
Geographically, consumers from Shandong, Jiangsu, Guangdong, Henan, and Zhejiang provinces represent nearly 40% of Douyin’s liquor sales. Shandong, a traditional liquor-consuming region, leads the pack, contributing over 10% of the platform’s liquor consumers. Highlights the cultural and economic factors that influence liquor consumption patterns in China.
At the city level, consumers from Beijing, Shanghai, Tianjin, Shenzhen, and Chengdu are the most active, collectively accounting for nearly 14% of sales. These cities, known for their high disposable incomes and vibrant consumer markets, are hotspots for premium liquor sales.
Key Takeaways for Brands
1. Leverage Live Streaming – High-quality live-streaming with food & lifestyle influencers boosts engagement and sales.
2. Capitalize on Premiumization – Consumers favor high-end Baijiu, with 42% of sales from 1,000+ RMB bottles. Emphasize heritage and exclusivity.
3. Target the Right Audience – Male consumers (81%), mostly 30+ years old, dominate sales. Top regions: Shandong, Beijing, Shanghai, Jiangsu, Guangdong.
As Douyin continues to reshape China’s e-commerce landscape, its influence on the liquor industry is undeniable. The platform offers unparalleled opportunities to connect with consumers, drive sales, and build lasting brand loyalty. By understanding and adapting to the preferences of Douyin’s user base, brands can position themselves for success in this dynamic and rapidly evolving market.
Whether you’re a premium brand or looking to expand your reach, now is the time to harness the power of premiumisation and targeted marketing. Contact us today to craft a winning Douyin strategy and tap into China’s lucrative liquor market!
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