China: consumers' buying channels for imported spirits 2020

According to a survey of Chinese spirits and wine consumers conducted in May 2020, approximately 34 percent of respondents buy imported spirits from large e-commerce platforms. With 28 percent of respondents agreeing, hypermarkets are also viewed as a major buying channel for imported spirits.

Leading purchasing channels of imported spirits among buyers in China as of May 2020

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Release date

December 2020

More information

Region

China

Survey time period

May 2020

Number of respondents

789 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.
Answers with less than 5 percent of responses are not displayed.

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