On the Feasibility of Developing the Youth Market for Shaoxing Rice Wine

ZiYan Zhou; GuiFang Wang

doi:10.63313/EBM.9149

Authors

ZiYan Zhou Zhejiang Yuexiu University, Shaoxing, China Author
GuiFang Wang Zhejiang Yuexiu University, Shaoxing, China Author

DOI:

https://doi.org/10.63313/EBM.9149

Keywords:

Shaoxing Yellow Rice Wine, Youth Market, Brand Innovation

Abstract

Shaoxing Yellow Rice Wine has a long history and rich cultural heritage, but it has been unable to truly penetrate the youth market. Analyzing the survey data reveals that although it has a certain level of popularity in the youth market, it faces issues such as an outdated image and outdated packaging. Therefore, Shaoxing Yellow Rice Wine should improve its taste and design its packaging, and create products that meet the aesthetic and needs of young consumers, in order to promote Shaoxing Yellow Rice Wine to enter the youth market.

References

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