Click to read the original text for details Yesterday, Tmall released its 2019 Tmall alcohol 618 final battle report. Compared with 2018, this year's 618 event saw impressive performance in Tmall's alcohol category. Over 200 alcohol brands on Tmall achieved sales exceeding their 2018 Double 11 figures. In the overall alcohol brand ranking, the top three brands were Moutai, Wuliangye, and Tsingtao Brewery. In the beer brand TOP10 list, Tsingtao Brewery ranked first, and it also ranked first in the beer store TOP10 list. From the overall alcohol sales data released by Tmall, we have identified the following highlights.

1. Strong new user growth: According to Tmall data, overall new alcohol buyers grew by over 50%.

2. Significant market penetration to lower-tier cities: During 2019 618, the alcohol market expanded from first- and second-tier cities to third-tier and below, with buyers in third-, fourth-, and fifth-tier cities growing by 70%.

3. Strong growth among young alcohol consumers: Tmall data shows that during 2019 618, users aged 19-29 grew by 90% year-on-year. With continued consumption upgrades, alcohol brands launched multiple products tailored to young consumers, leveraging Tmall's e-commerce platform to attract more young users. Additionally, Tmall released the list of cities with the highest alcohol consumption: Shanghai ranked first, Beijing second, and Hangzhou third. Guangzhou, Shenzhen, Suzhou, Nanjing, Wuhan, Chengdu, and Tianjin also made the list. This shows that first- and second-tier cities remain the main force in alcohol consumption. Furthermore, Qingdao in Shandong, Lvliang in Shanxi, and Ordos in Inner Mongolia became the fastest-growing alcohol consumption cities, while second- and third-tier cities such as Rizhao in Shandong, Rizhao in Jilin (note: likely a typo, but as stated), Jinzhong in Shanxi, and Tongliao in Inner Mongolia saw significant increases in alcohol consumption growth. With the expansion of e-commerce channels and express delivery networks to lower-tier cities, consumers in third- and fourth-tier cities are more willing to purchase products online. As one of the major FMCG categories, alcohol is being delivered to more remote areas through e-commerce. Among baijiu brands, Moutai, Wuliangye, and Yanghe still occupy the top three spots. In wine, Penfolds, Lafite, and Great Wall entered the top three. In spirits, Hennessy, Rio, and Remy Martin took the top three. In yellow wine and other alcoholic beverages, the top three were Jing Brand, Guyue Longshan, and Four Loko. Additionally, during this year's 618, beer brands performed exceptionally well overall, selling a total of 85 million cans. Tsingtao Brewery emerged as a dark horse, ranking first in both beer brand and beer store categories. In the overall alcohol brand ranking, Tsingtao entered the top three, just behind Moutai and Wuliangye, and its official flagship store ranked in the top 4 alcohol stores. Tsingtao Brewery's ability to stand out among numerous alcohol brands as a dark horse in Tmall 618 is attributed to its launch of products suitable for young consumers. On June 1, Tsingtao Brewery released a co-branded pure draft beer with "I Am the Creator" (a variety show), designed as a Tmall music custom gift box. The limited first release of 1,000 boxes sold out quickly. During Tmall 618, Tsingtao Brewery achieved explosive growth, with cumulative sales from June 1 to 20 increasing 125% year-on-year, totaling over 7 million cans, equivalent to the height of 130 Mount Everests and enough to circle the moon once. Among them, the best-selling product, Tsingtao Classic 500ml x 24 cans, sold over 3.5 million cans, becoming the top single product in the beer category. On June 18 alone, Tsingtao Brewery's Tmall flagship store sales increased 630% year-on-year, with cumulative growth of 219%. The expansion of e-commerce channels to lower-tier cities and the growth of young users are the main drivers of alcohol brand growth. Meanwhile, brands continuously launching products suitable for young consumers have brought more young consumers to Tmall 618.