China: most used liquor information channels

According to a survey among Chinese spirits and wine consumers conducted in May 2020, about 53 percent of respondents attained information about wine and spirits through large comprehensive e-commerce platforms. Around 30 percent of respondents found product displays to be another major information channel.

Channels for spirits and wine-related information among consumers in China as of May 2020

Characteristic	Share of respondents
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Release date

December 2020

More information

Region

China

Survey time period

May 2020

Number of respondents

1,440 respondents

Age group

26-55 years

Special properties

among wine and spirits consumers from eight mainland cities*

Method of interview

Questionnaire

Supplementary notes

* The survey was conducted in Guangzhou, Shanghai, Beijing, Chengdu, Harbin, Changsha, Nanjing and Xi'an. There were 180 respondents from each city, of which 70 percent were male and 30 percent were female.
Respondents from Guangzhou, Shanghai and Beijing had a monthly household income of 15,000 yuan or more, or monthly personal income of 8,000 yuan or more.
Respondents from Chengdu, Harbin, Changsha, Nanjing and Xi'an had a monthly household income of 9,000 yuan or more, or monthly personal income of 5,000 yuan or more.

Respondents have bought and drunk wine or spirits in the previous six months.
Respondents should have a habit of drinking wine and be decision makers in purchasing wine or spirits in the households.
At least half of the respondents have drunk or purchased imported spirits within the last six months.

Every respondent was permitted to select several answers.
Answers with less than 15 percent of responses are not displayed.

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