Flower and Fruit based Wine Rose to the Young Female Market in China
Drinking a small drink has become a new way of life for modern women.
The fruit wine market is developing rapidly. The CBNData report shows that consumers’ acceptance of fruit wine has been increasing, and the growth rate of consumption amount has been above 50% in the past two years .
Among them, women are the main consumers of fruit wine. Drinking a small drink has become a new way of life for modern women. Unlike traditional male-dominated business scenes, female users ’drinking preferences are: low, healthy, and high-value, which mostly appears in the social gathering of friends and girlfriends. Scene, and fruit wine satisfies these needs well.
Because of optimistic about the consumption potential of Huaguo wine, many new Internet brands have emerged in the market in recent years, such as Bingqing , which has been reported by 36 Krypton , and listening to Fengyin . Honey series fruit wine, Wuliangye’s Xianlin green plum wine, peach blossom drunk in Luzhou Laojiao, etc.
Fan Zui Hua Ting, introduced today, was established in 2016 and is also a brand of freshly brewed flower and fruit wine. For female users aged 20–40, the drunken flower pavilion focuses on girlfriends and couples gathering scenes. The product adopts the pure fermentation process of flowers and fresh fruits, achieving the product characteristics of no addition, low degree, slightly sweet and good entrance.
Co-founder Zhang Fujun told 36 Krypton that, unlike the commercial attributes of liquor, fruit wine is actually more perceptual, so when the product is built, the drunken flower pavilion also pays more attention to the scene and atmosphere. The drunken flower pavilion is packed in a small Chinese hip flask, and each wine is equipped with a poem, corresponding to different scenes and moods.
Drunk Flower Pavilion Flower and Fruit Wine
The first fruit wine of Fan Zui Hua Ting was launched in October 2017, and it is currently updated quarterly. There are now more than 50 wines, among which peach wine, rose wine, lychee wine, and green plum wine are the main explosions of Fan Zui Hua Ting. In terms of pricing, a pot of half a catty of fruit wine is 49–59 yuan, and a catty of 99–129 yuan.
At present, the competition of online Huaguo wine brands is already fierce, but there is no strong brand yet. In fact , 90% of alcohol consumption comes from offline. In most cases, drinking is an immediate demand, and offline scenarios are very critical. Therefore, Drunk Flower Pavilion decided to cut the offline experience to create a brand and differentiate it.
The Chinese-style izakaya in the drunken flower pavilion is located in the first-line commercial area, between 100–150 square meters, and undertakes the functions of scene experience and cultural output. The store focuses on the national culture atmosphere, and there are many traditional Chinese mini-games, such as guessing riddles, throwing pots, flying flowers and so on. In recent years, the Hanfu culture has risen. The Drunk Flower Pavilion will hold various Hanfu activities. The second element of the store will wear Hanfu to toast at each table. The store also provides consumers with Hanfu and photo services.
Fan Zui Hua Ting Chinese Izakaya
In addition to the tavern, the drunk flower pavilion also has two types of small wine shop and small wine cart. The small wine cart is a movable flower and fruit wine cabinet that can be placed in major dining outlets to attract consumers’ attention when they enter the restaurant.
The small wine shop is a specialty store, with an area of about 10 square meters. It is opened in shopping malls in Zhongdao or tourist attractions. It adopts a model similar to small pots of tea. Consumers can taste and buy for free. The small wine shop can achieve the effect of brand exposure while maintaining the profitability of the store. At present, Fan Zui Hua Ting has reached a cooperation with Yonghui Super Species and will settle in the Super Species in the form of shop-in-shop.
Drunken Flower Pavilion started in Shenzhen and adopted the model of urban partner in more than 20 cities across the country such as Fuzhou, Lanzhou, Inner Mongolia, etc. At present, 25 Chinese-style izakayas have been opened, and more than 40 store-in-stores have entered Yonghui Supermarket. There are also more than 40 stores.
Zhang Fujun said that Chinese izakaya mainly focuses on immersive experience and Chinese cultural output, which is mainly for the sales of specialty stores. Therefore, the profitability requirements of Chinese izakaya will not be too strict, as long as the profit is small. Judging from the available data, the Chinese izakaya pays back between one year and one and a half years, while the specialty store takes only three months.
Fan Zui Hua Ting Store
According to the information provided by the team, in 2019, Drunk Flower Pavilion sold 800,000 jugs of wine online, with a sales income of 33 million. Affected by the epidemic, Fanzuo Pavilion plans to postpone the opening of the store until June. The target of this year’s store opening is to add 200 new stores.
In April this year, Fan Zui Hua Ting also began to deploy online channels such as Tmall and Xiaohongshu. In addition, Fan Zui Hua Ting plans to use small programs to operate private domain traffic, and the background will allocate user orders to the nearest store to deliver the order to meet the immediate needs of users.
Zhang Fujun said that China’s fruit wine culture actually has more than 4,000 years of cultural history and reached its peak during the Tang and Song Dynasties. At that time, Chang’an Bistro was very unique. Afterwards, the wine culture spread to Japan, but now the Japanese-style izakaya develops better. With the resurgence of domestic products in recent years, Fanhua Huating also wants to promote the revival of Chinese wine culture.
The Fan Zui Hua Ting team currently has 20 people and is headquartered in Shenzhen. The founding teams are all serial entrepreneurs in the catering industry. Zhang Fujun previously made two catering takeaway brands, and currently has more than 2,000 chain stores.
Fan Zui Hua Ting has obtained seed round financing from Tomato Capital. Now is seeking a new round of financing.
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