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China’s Wine and Spirits Market (3): Spirits Purchase Preferences

03 December 2020

C H Poon



As China’s imports have continued to expand in recent years, a wider range of imported spirits has become available on the market. In a survey conducted by HKTDC Research, 789 people who consumed spirits in the past six months were interviewed1. According to the findings of this survey, 92% of these respondents rated themselves as beginner level consumers with limited knowledge about spirits, while 8% rated themselves as intermediate level with some knowledge about spirits. Social etiquette (44%), expression of a tasteful life (41%) and relieving stress (40%) were the main reasons given by the respondents for drinking spirits.

Cocktails (30%) and vodka (27%) are the spirits which respondents are most interested in buying or consuming in future. The survey also found that the respondents spend an average of RMB3,059 a year on buying or drinking spirits, with 18% of them spending over RMB5,000. The survey concludes that China’s spirits market is at a developing stage. Liquor dealers should consider promoting the spirits culture at appropriate venues such as bars to increase consumers’ awareness of and desire for spirits.

Spirits Consumer: Far from Well-Informed

Mainland consumers’ knowledge about spirits is currently limited compared to their knowledge of wine. According to this survey, 92% of spirits drinkers rated themselves as beginners and 8% rated themselves as intermediate, whereas 75% of the wine drinkers rated themselves as beginners and 24% rated themselves as intermediate2. The percentage of intermediate level wine consumers is significantly higher than that of intermediate level spirits consumers. Respondents of different gender, age, monthly household income or city of residence did not vary greatly in their level of knowledge about spirits.

The difference in consumers’ level of knowledge about wine and spirits is also reflected in the frequency of their drinking. 24% of the respondents consumed spirits once or more a week. Respondents aged 36-45 and intermediate level spirits consumers’ frequencies of drinking spirits are slightly higher, respectively 33% and 36% of them drink spirits once or more a week.

By comparison, 41% of the respondents drank wine once or more a week, and 95% of intermediate level wine consumers drink wine once or more a week. These findings suggest that for the majority of consumers, drinking spirits is not yet a part of their daily lives.

Spirits Drinking Frequency in the Past 6 Months, by Gender, Age and Spirits Knowledge (%)


Overall

Gender

Age

Level of Spirits Knowledge

Male

Female

26-35

36-45

46-55

Beginner

Intermediate

Connoisseur*

No. of respondents

789

556

233

259

254

276

723

64

2

Once or less a month

55

57

51

59

51

56

60

0

0

2-3 times a month

21

18

26

20

15

25

17

64

0

Once a week

15

14

16

13

19

12

14

17

0

2-3 times a week

7

8

5

6

10

5

6

16

0

4-6 times a week

2

2

3

1

4

1

2

3

0

Once every day

0

0

0

0

0

0

0

0

100

Once or more a week

24

24

24

20

33

18

22

36

100

*Note: Since only 2 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Social Etiquette Boosts Spirits Consumption

Observing social etiquette was the most popular reason for buying and drinking spirits (44%). More of those aged 36-45 (49%) named social etiquette as the reason for buying and drinking spirits, compared with respondents in other age groups. It is probable that respondents in the 36-45 age group are striving to reach the height of their careers, and so attend more business networking events. Meanwhile, more beginners (45%) than intermediate consumers (39%) cited social etiquette as the reason for buying and drinking spirits. This shows that many beginner consumers drink spirits when they socialise. One focus group participant said: “I drink brandy more often on business occasions. Since the price of brandy is generally higher, entertaining clients with brandy seems classier.”

Other reasons given by the respondents for buying and drinking spirits included expression of a tasteful life (41%), relieving stress (40%), and trying novel things (35%). More intermediate consumers (55%) than beginner level drinkers (40%) reckoned that expression of a tasteful life was the reason for buying and drinking spirits. When spirits drinkers move up from beginner to intermediate level, their attitude appears to shift from merely observing social etiquette to actually appreciating spirits. Among respondents in the 36-45 age group, 35% said they chose spirits to pair with their food, a proportion higher than the overall average of 29%. Spirits tasting events instructing people how to pair spirits with food are therefore probably more popular with consumers aged 36-45. The reasons for purchasing and consuming spirits given by respondents of different incomes and cities of residence did not vary significantly.

Reasons for Buying and Drinking Spirits, by Gender, Age and Spirits Knowledge (%)


Overall

Gender

Age

Level of Spirits Knowledge

Male

Female

26-35

36-45

46-55

Beginner

Intermediate

Connoisseur*

No. of respondents

789

556

233

259

254

276

723

64

2

Social etiquette

44

44

46

39

49

46

45

39

0

Expression of a tasteful life

41

42

38

38

43

41

40

55

0

Relieving stress

40

39

42

40

37

42

40

34

100

Trying novel things

35

36

34

35

30

41

36

34

0

Taste preference

31

30

33

29

30

34

31

30

50

Matching with food

29

29

28

24

35

27

29

25

50

Trendy

26

26

25

24

26

28

26

23

50

Understanding foreign cultures

26

24

29

26

24

27

25

30

50

Good for health

25

26

25

27

21

28

25

25

50

High alcohol content, easily get excited

24

25

20

25

21

24

24

25

0

Collection and investment

13

13

13

16

8

15

12

20

100

Beauty

12

9

19

10

14

12

11

20

0

*Note: Since only 2 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Drinking Occasions

This survey found that consumers mainly drink spirits at gatherings and social networking events. The majority of respondents consumed spirits when going out with friends (60%), followed by gatherings at home (58%) and business entertainment (54%). By comparison, the proportions of own consumption at home (36%), eating out alone or with family (33%) and to go with a regular meal (24%) were lower. Evidently, consumers generally feel that drinking spirits is a social activity and such drinks can often improve the atmosphere of gatherings. One focus group participant said: “I find clubs and bars the most suitable venues for drinking spirits. Getting together with a few close friends at these venues is great fun, and downing spirits can liven up the atmosphere.” The views on appropriate venues for consuming spirits did not greatly differ between respondents of different gender, age, knowledge of spirits, or city of residence.

Popular Business Gift

Among the respondents who consumed spirits in the past six months, 42% (331 respondents) said they had purchased spirits as a gift, with 70% of them doing so during business visits at festivals. The percentages of respondents with a monthly household income of RMB20,000-30,000 and over RMB30,000 giving spirits as a gift during business visits at festivals were even higher, at 76% and 73% respectively. Other occasions on which spirits were bought as a gift included regular business visits (35%), gifts of appreciation (30%), and visits to relatives and friends at festivals (28%). Consumers believe that spirits can serve as a social lubricant and enhance interpersonal relationships, and use them as a gift for their business associates at festivals in the hope that this will strengthen the relationship.

Occasions for Giving Spirits as Gift, by Gender, Age and Monthly Household Income (%)


Overall

Gender

Age

Monthly Household Income (RMB)

Male

Female

26-35

36-45

46-55

Below

20,000

20,000-

30,000

Over 30,000

No. of respondents

331

228

103

101

110

120

117

136

78

Business visit at festival

70

71

70

69

72

70

62

76

73

Regular business visit

35

34

38

34

36

35

37

29

42

Gift of appreciation

30

31

28

31

28

31

31

30

28

Visit to relatives and friends at festival

28

30

22

29

28

27

32

26

24

Anniversary celebration

22

22

21

19

25

22

23

22

19

Regular visit to relatives and friends

18

16

24

14

16

24

19

18

19

Birthday gift

5

6

2

5

5

4

6

3

5

Base: Respondents who have purchased spirits as gift (n = 331)

Polarised Preferences

Although a wide variety of spirits is available in the mainland market, the acceptance of different types of spirits differs. Of the different types of spirits bought or consumed by the respondents in the past year, cocktails (35%), vodka (34%), whisky (33%) and brandy (27%) accounted for relatively large shares, whereas rum (14%), liqueur (13%), gin (11%) and tequila (10%) were less sought-after. The mainland spirits market is dominated by cocktail, vodka, whisky and brandy.

The preferences of different consumer groups vary slightly. Male respondents (36%) preferred buying or consuming vodka more than their female counterparts (30%); while respondents aged 46-55 tended to buy or drink vodka (38% vs overall average 34%) and rum (19% vs overall average 14%). Respondents earning a monthly household income of over RMB30,000 preferred buying or drinking whisky (40% vs overall average 33%) to brandy (21% vs overall average 27%).

Intermediate drinkers favoured liqueurs (20% vs overall average 13%), gin (14% vs overall average 11%) and tequila (14% vs overall average 10%), so that the range of spirits bought or consumed varied with the consumer’s level of knowledge about spirits. There was little variation in the types of spirits bought or drunk in the past year among respondents residing in different cities.

Types of Spirits Bought or Consumed in the Past Year, by Gender and Age (%)


Overall

Gender

Age

Male

Female

26-35

36-45

46-55

No. of respondents

789

556

233

259

254

276

Cocktails

35

34

38

37

35

33

Vodka

34

36

30

35

29

38

Whisky

33

33

31

31

33

34

Brandy

27

26

29

26

28

26

Rum

14

14

15

13

11

19

Liqueur

13

13

14

15

11

13

Gin

11

11

12

11

11

12

Tequila

10

10

9

12

9

9

Base: All respondents who consumed spirits in the past 6 months (n = 789)


Types of Spirits Bought or Consumed in the Past Year,
by Monthly Household Income and Level of Spirits Knowledge (%)


Overall

Monthly Household Income (RMB)

Level of Spirits Knowledge​​​​​​​

Below

20,000

20,000-

30,000

Over

30,000

Beginner

Intermediate

Connoisseur*

No. of respondents

789

295

320

174

723

64

2

Cocktails

35

35

36

34

36

28

50

Vodka

34

35

33

34

34

31

0

Whisky

33

29

32

40

33

28

50

Brandy

27

28

29

21

27

28

0

Rum

14

14

16

14

15

9

50

Liqueur

13

12

14

14

12

20

50

Gin

11

14

7

16

11

14

0

Tequila

10

9

11

10

10

14

0

*Note: Since only 2 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Cocktails Tipped to Stand Out

Cocktails topped the list of spirits purchased or consumed by the majority of respondents in the past year. Furthermore, a significant amount of respondents (30%) indicated that they were interested in buying or drinking cocktails in the future. Respondents in the 46-55 age group were most interested in purchasing or consuming cocktails (34%).

Vodka (27%) and brandy (22%) were also popular spirits. In particular, vodka was more popular with those aged 36-45 (30%). It is worth noting that only 10% of the respondents said they had purchased or consumed tequila in the past year, the lowest percentage among all types of spirits. Yet, 16% of them said they were interested in buying or drinking tequila, a percentage trailing only whisky (18%). This shows that consumers are beginning to show greater interest in tequila. Respondents of different gender, income, knowledge of spirits or city of residence did not vary greatly in the types of spirits they were interested in buying or drinking in future.

Types of Spirits Respondents are Interested in Buying or Drinking in Future, by Age (%)

.


Overall

Age

26-35

36-45

46-55

No. of respondents

789

259

254

276

Cocktails

30

27

29

34

Vodka

27

27

30

23

Brandy

22

21

23

22

Whisky

18

20

17

17

Tequila

16

14

14

20

Gin

12

11

13

12

Rum

9

10

11

7

Liqueur

8

10

7

7

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Among the different types of spirits, cocktails are tipped to emerge as the most popular alcoholic beverage in future, thanks to their low alcohol content and the rise of quieter bars3 and bartenders. 65% of the respondents admitted that “the alcohol content of spirits is generally too high, making it necessary for one to down spirits along with other drinks”; and 63% of them admitted that “the rise of bartenders in recent years has aroused my interest to drink”.

Respondents in the 26-35 age group (65%) and those earning a monthly household income of over RMB30,000 (69%) agreed strongly to these views. One focus group participant said: “I find the alcohol content of spirits too high, so normally when I drink I would have to add ice. Cocktails really suit my taste.” Another participant said: “When I visit bars, I would order alcoholic drinks that I cannot make at home. Cocktails, which offer a wealth of flavours, are my favourite.”

In recent years, a large number of bartenders in the mainland use online channels and short video streaming to recommend different cocktails and demonstrate their mixing techniques. Many bars also attract customers by offering a wide range of cocktails. All these are expected to further propel the popularity of cocktails.

Views on Drinking Cocktails, by Age and Monthly Household Income (Percentage of Respondents Agreeing with Statement)


Overall

Age

Monthly Household Income (RMB)

26-35

36-45

46-55

Below 20,000

20,000-

30,000

Over 30,000

No. of respondents

789

259

254

276

295

320

174

The alcohol content of spirits is generally too high, making it necessary to down spirits along with other drinks

65

68

61

64

66

62

67

The rise of bartenders in recent years has aroused my interest to drink

63

65

62

61

57

64

69

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Biggest Spenders

This survey found that the respondents spent an average of RMB3,059 a year on buying or consuming spirits, with 18% of them spending over RMB5,000. The average annual spending of respondents in Beijing and Shanghai was higher, at RMB4,134 and RMB3,809 respectively, while the percentages of these consumers spending over RMB5,000 were 30% and 24% respectively. However, the proportions of respondents in these two cities who consumed spirits once or more a week did not differ significantly from their counterparts in the other surveyed cities. It can therefore be deduced that respondents in Beijing and Shanghai are likely to buy or drink spirits at more expensive venues.

Respondents’ Annual Spending on Buying or Consuming Spirits (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

No. of respondents

789

101

97

103

96

109

91

91

101

Share of respondents who drink spirits once or more a week

24%

23%

26%

18%

23%

21%

25%

32%

27%

RMB500 and below

20

14

18

16

25

23

20

20

26

RMB501-1,000

20

17

14

18

29

22

23

21

19

RMB1,001-3,000

29

35

29

25

28

28

29

26

28

RMB3,001-5,000

12

15

14

12

5

11

11

20

12

RMB5,001 -10,000

13

16

14

19

10

13

9

12

13

RMB10,001 or above

5

4

10

11

2

3

7

1

3

Over RMB5,000

18

20

24

30

12

16

16

13

16

Average spending (RMB)

3,059

3,181

3,809

4,134

2,156

2,674

3,107

2,607

2,755

Base: All respondents who consumed spirits in the past 6 months (n = 789)

The spending on spirits is directly tied to monthly household income. Respondents with a monthly household income of under RMB20,000 spent an average of RMB1,513 a year on buying or consuming spirits, with only 4% of them spending more than RMB5,000. By comparison, the average annual spending on spirits of respondents earning a monthly household income of RMB20,000-30,000 or over RMB30,000 was RMB3,516 and RMB4,839 respectively, with 24% and 33% of them respectively spending over RMB5,000. The percentages of respondents with different monthly household incomes drinking spirits once or more a week did not vary markedly. Respondents earning a higher monthly household income may purchase more expensive products and patronise higher-end venues.

The survey also found that when consumers gain more knowledge about spirits they do not necessarily spend more on drinking. 36% of the intermediate consumers drank spirits once or more a week, a percentage higher than that of the beginners (22%). However, the average annual spending by intermediate consumers (RMB2,938) and beginners (RMB3,070) was about the same. Among the intermediate respondents, 23% spent over RMB5,000 on average a year (overall average 18%), while 27% of them spent less than RMB500 (overall average 20%). As consumers’ knowledge of spirits grew, some of them would spend more on spirits while others would purchase cheaper products or patronise lower-end venues. For annual spending on spirits, the difference between respondents of different gender or age group was not significant.

Respondents’ Annual Spending on Buying or Consuming Spirits,
by Monthly Household Income and Level of Spirits Knowledge (%)


Overall

Monthly Household Income (RMB)

Level of Spirits Knowledge

Below

20,000

20,000-

30,000

Over

30,000

Beginner

Intermediate

Connoisseur*

No. of respondents

789

295

320

174

723

64

2

Share of respondents who drink spirits once or more a week

24%

22%

24%

25%

22%

36%

100%

RMB500 and below

20

33

16

6

20

27

0

RMB501-1,000

20

26

19

14

21

13

0

RMB1,001-3,000

29

31

27

28

28

28

50

RMB3,001-5,000

12

7

14

19

12

11

50

RMB5,001-10,000

13

4

18

21

13

21

0

RMB10,001 or above

5

0

6

12

5

2

0

Over RMB5,000

18

4

24

33

18

23

0

Average spending (RMB)

3,059

1,513

3,516

4,839

3,070

2,938

3,000

*Note: Since only 2 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Base: All respondents who consumed spirits in the past 6 months (n = 789)

Branding Effect

When purchasing spirits, brand was the most important factor for the respondents, accounting for 44%, followed by flavour at 39%. Other important selection criteria included grade (35%), production region (33%) and quality certification (30%). Overall, the respondents’ considerations in buying imported wine and spirits were more or less the same, with brand and flavour ranking the top two. But more respondents named brand as a major consideration factor in buying spirits than in buying wine. Since consumers usually consume spirits on social occasions, buying well-known spirit brands can reflect the status and wealth of the buyer; and when giving spirits as a gift the recipient will know the value of the gift. One focus group participant said: “When buying a gift for business associates, I normally choose a well-known brand of spirits. As many spirits brands are household names, the recipient immediately knows the price of the gift and appreciates my sincerity.”

Respondents of different backgrounds have similar considerations when buying spirits. Females placed more emphasis on production region (38% vs males 31%), while beginner consumers attached more importance to the grade of the product (36% vs intermediate consumers 28%). For 16% of the intermediate drinkers, price was the primary factor in buying spirits, a higher proportion than that of beginners and the overall average (both at 9%). This indicated once again that intermediate consumers were more price-sensitive. Apart from this, respondents of different age, income or city of residence did not vary greatly in their selection criteria.

Selection Criteria in Buying Spirits, by Gender and Level of Spirits Knowledge (%)


Overall

Gender

Level of Spirits Knowledge

Male

Female

Beginner

Intermediate

Connoisseur*

No. of respondents

789

556

233

723

64

2

Brand

44

44

43

44

45

50

Flavour (e.g. sweetness, body etc)

39

38

41

39

34

50

Grade (e.g. X.O., V.S.O.P etc)

35

35

35

36

28

0

Production region

33

31

38

33

34

0

Quality certification (e.g. ISO, HACCP etc)

30

29

32

30

28

0

Aroma

17

18

17

18

14

50

Packaging

16

16

17

16

22

50

Making process

15

16

12

15

17

0

Colour

13

12

14

12

17

50

New product

12

13

10

12

11

0

Vintage

11

11

11

11

13

0

Alcohol content

9

8

10

9

2

50

Price

9

10

6

9

16

0

Volume

8

9

8

8

9

0

*Note 1: Since only 2 respondents rated themselves as connoisseur level, the figures may not be representative enough.

Note 2: Respondents were asked to choose 3 selection criteria.

Base: All respondents who consumed spirits in the past 6 months (n = 789)


Conclusion

This survey found that for many consumers, spirits are reserved for more formal occasions. They are closely tied to social networking; consuming spirits on social occasions is a form of social etiquette; giving spirits of well-known brands as a gift can show the sincerity and wealth of the giver; spirits are mostly given as a gift to business associates. However, following the emergence of the cocktail culture in the mainland in recent years, consumers are gradually beginning to appreciate the lighter aspect of spirits.

Liquor dealers wishing to expand the sales of spirits in China should note that mainland consumers like to drink spirits on social occasions. They should promote spirits and spirit drinking culture at bars and restaurants so that more consumers shift from merely observing social etiquette to actually appreciating the drink. However, it is worth noting that increased knowledge about spirits may not necessarily mean that consumers will spend more on the product. So liquor dealers should offer spirits at different price points to meet the different demands of consumers. Spirits suppliers can also consider proactively tapping the business gift market, especially gifts given at festivals. As the mainland spirits market is still at an early stage and the majority of consumers are still learning about spirits, the growth potential of the market is huge.


1 Such bars are bars that play light music and offer a quiet and leisurely atmosphere.

2 For details, see China’s Wine and Spirits Market (1): Wine Consumption Trends and Habits.

3 See Appendix for background information on this consumer survey.


Appendix

Survey Background

Mainland China is one of the world’s fastest-growing markets for wine and spirits. As the Covid-19 pandemic continues, it has also been one of the few regions where economic activity has been able to recover within a short time. The mainland’s retailing and catering sectors have been developing rapidly in recent years, and as they are likely to grow continuously after the pandemic is under control, the chances are that sales of wine and spirits will be sustained in the future.

Since the removal of wine duties in 2008, Hong Kong has become a trading hub for the industry in the Asia-Pacific region. Not only is there a full range of wine-related services available in Hong Kong, but wine traders can also benefit from customs-facilitation measures when importing wine to the mainland through the city. With the mainland wine and spirits market developing apace, more business opportunities are in store for Hong Kong. In view of this, HKTDC Research conducted a consumer survey on the mainland’s wine and spirits market to grasp some knowledge of the mainland middle class’ demand characteristics, spending mentality and purchase preferences for wine and spirits, in order to help Hong Kong companies understand this market and expand their businesses on the mainland with a more targeted approach.

Methodology

The survey carried out in May 2020 polled 1,440 mainland wine and spirits consumers by online questionnaire. Six online consumer focus group discussions had earlier been held in Guangzhou, Shanghai and Xian – two in each city – with the objective of taking an in-depth look at the spending mentality of mainland wine and spirits consumers.

  • Design of Online Focus Groups

Cities

Guangzhou, Shanghai, Xian

Number of groups

Two in each city; six in total (seven participants in each discussion)

Participant requirements

  • Guangzhou and Shanghai: Monthly household income of RMB15,000 or more, or monthly personal income of RMB8,000 or more
  • Xian: Monthly household income of RMB9,000 or more, or monthly personal income of RMB5,000 or more
  • Have bought and drunk wine or spirits costing RMB300 or more per bottle in the past month
  • Have bought and drunk wine and spirits costing RMB300 or more per bottle in the past six months
  • Decision maker in purchasing wine or spirits
  • Have the habit of drinking wine; at least two people in each group have drunk wine at least once every week in the past month
  • At least two people in each group have participated in wine-related activities or received wine-related services in the past year (such as participating in a wine appreciation class or visiting a wine fair)

Composition of groups

Group 1

Group 2

  • Aged 26-40
  • At least two females
  • In each group, at least two people in each of the age groups 26-30, 31-35 and 36-40
  • Aged 41-55
  • At least two females
  • In each group, at least two people in each of the age groups 41-45, 46-50 and 51-55
  • Design of Online Questionnaire Survey

Cities

Guangzhou, Shanghai, Beijing, Chengdu, Harbin, Changsha, Nanjing, Xian

Number of respondents

180 in each city; 1,440 in total

Respondent requirements

  • Local residents, aged 26-55
  • Guangzhou, Shanghai, Beijing: Monthly household income of RMB15,000 or more, or monthly personal income of RMB8,000 or more
  • Chengdu, Harbin, Changsha, Nanjing, Xian: Monthly household income of RMB9,000 or more, or monthly personal income of RMB5,000 or more
  • Have bought and drunk imported wine in the past six months; at least 50% of the respondents in each city have bought and drunk imported spirits in the past six months
  • Decision maker in purchasing wine or spirits

Distribution of respondents


Male

Female

Aged 26-35

42

18

Aged 36-45

42

18

Aged 46-55

42

18

Total

180 respondents per city

  • Average Monthly Personal Income of Respondents

City

Average Monthly Personal Income (RMB)

City

Average Monthly Personal Income (RMB)

Guangzhou

13,364

Harbin

10,386

Shanghai

13,894

Changsha

10,194

Beijing

13,781

Nanjing

10,331

Chengdu

9,867

Xian

10,508



Overall average

11,541

  • Average Monthly Household Income of Respondents

City

Average Monthly Household Income (RMB)

City

Average Monthly Household Income (RMB)

Guangzhou

26,208

Harbin

21,308

Shanghai

26,558

Changsha

20,503

Beijing

26,431

Nanjing

20,556

Chengdu

20,333

Xian

21,722



Overall average

22,952

  • Distribution of Respondents by Marital Status and Child Status (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Single

3

1

4

5

1

1

3

3

3

Married with no children

5

4

7

4

3

4

7

8

4

Married with children

92

95

89

91

97

95

91

88

92

  • Distribution of Respondents by Education Level (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Senior high/vocational high/technical school

7

3

6

5

8

8

8

6

11

Post-secondary

21

19

14

18

24

20

23

23

25

Undergraduate

66

71

72

69

62

66

63

64

61

Postgraduate or above

6

7

8

8

6

6

6

6

3

  • Distribution of Respondents by Occupation (%)


Overall

Guangzhou

Shanghai

Beijing

Chengdu

Harbin

Changsha

Nanjing

Xian

Civil servant/teacher/nurse

3

5

3

5

5

2

4

3

1

Professional

9

7

5

10

12

10

10

6

10

Corporate senior management

3

4

8

6

1

2

2

0

2

Corporate middle management

8

13

14

15

4

4

4

4

4

Corporate junior management

22

22

27

20

23

21

18

23

22

Corporate general staff

39

34

29

28

42

43

48

48

42

Labourer/technician

2

1

3

2

3

2

4

1

4

Attendant/sales personnel

2

2

1

2

2

3

4

2

4

Private business owner

7

7

6

8

8

9

4

9

8

Freelancer

3

5

3

5

1

3

1

4

2


Note: Percentages may not add up to 100% due to rounding.

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    Topics:
  • Food & Beverages,
  • Mainland China,
  • BARS,
  • gifts,
  • cocktails,
  • VODKA,
  • whisky,
  • BRANDY
  • Food & Beverages
  • Mainland China
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ARTICLE TOPICS

FOOD & BEVERAGES24667
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ARTICLE TOPICS

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BRANDY145815

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