小紅書2022年飲料行業(yè)人群洞察報(bào)告-靈感營(yíng)銷研究院

小紅書商業(yè)市場(chǎng)部x小紅書用研團(tuán)隊(duì)x小紅書數(shù)據(jù)中臺(tái)此報(bào)告最終解釋權(quán)歸小紅書所有。 01小紅書飲料行業(yè)用戶畫像 02小紅書飲料行業(yè)平臺(tái)心智 03飲料行業(yè)的種草與被種草 04飲料行業(yè)的購(gòu)買與分享01年齡占比情況(%)(單選).8城市分布情況(%)(單選)新一線新一線線線線線線他4.33.5929用戶學(xué)歷分布情況929用戶學(xué)歷分布情況(%)(單選)碩士及以上本科小學(xué)及以下高中生中小學(xué)生理者職業(yè)組成情況(%)(單選)9.78.67.34.33.32.82.50.7你的每月可支配收入(單選)6.8%7.4%5.6%35.9%02小紅書是用戶獲取新飲料產(chǎn)品內(nèi)容的「重要渠道」飲品/飲料內(nèi)容？ (限選3項(xiàng))價(jià)樣本小紅書75.8%80.5%53.6%74.8%64.5%63.2%34.0%36.3%32.7%47.5%37.8%20.4%京東3.8%7.4%7.6%7.5%8.9%4.5%5.3%外賣平臺(tái)(美團(tuán)、餓了么)5.9%26.9%3.7%3.5%43.3%27.7%25.3%33.6%34.3%B站7.8%4.9%6.3%2.6%6.2%7.8%7.0%微博9.5%8.2%53.9%微信公眾號(hào)4.3%4.9%5.2%2.7%6.7%8.4%4.9%3.5%知乎0.9%0.5%0.2%0.6%0.3%百度0.6%0.5%3.7%22.4%27.5%24.8%38.7%20.3%20.7%38.6%46.8%29.8%35.8%25.4%57.9%3.7%9.9%5.4%5.6%7.4%5.3%0.5%0.9%2.0%5.3%你主要通過哪些渠道了解你主要通過哪些渠道了解 46.8%36.3%27.7%24.8%9.9%7.6%5.2%4.9%0.6%0.2%0.9%75.8%你主要通過哪些渠道了解飲 (限選3項(xiàng))體36歲及以上樣本小紅書75.8%87.3%76.8%77.7%68.8%58.4%46.8%53.5%47.8%43.0%43.8%43.8%36.3%39.0%39.7%37.5%42.7%27.7%28.6%28.5%24.2%24.8%35.9%23.9%22.4%23.4%7.9%微博7.8%5.5%3.4%9.9%7.8%7.3%5.5%20.2%京東7.6%4.9%5.4%7.3%微信公眾號(hào)5.2%4.9%3.8%6.7%8.6%4.5%B站4.9%8.5%4.5%6.2%3.9%0.0%百度0.6%0.7%0.6%0.0%0.0%知乎0.2%0.0%0.2%0.6%0.0%0.0%0.9%0.7%0.6%0.0%小紅書上用戶愛看的飲料內(nèi)容有效激發(fā)「購(gòu)買意愿」」 32.3飲品/飲料的用戶飲用感受和評(píng)價(jià)飲料的優(yōu)惠購(gòu)買方式8.0信息他飲品/飲料信息 50.450.447.339.932.530.6飲品/飲料的飲用感受分享和推薦/飲料可以獲取品牌周邊的飲品/飲料內(nèi)容他你主要通過哪些渠43.3%你主要通過哪些渠43.3%22.4%5.9%4.3%3.8%3.7%0.9% 飲料創(chuàng)意喝法的「重要渠道」你主要通過哪些渠道了解飲體36歲及以上樣本小紅書90.9%92.9%90.6%88.5%43.3%40.0%46.8%43.4%35.5%43.9%22.4%30.5%23.9%23.9%6.4%20.0%B站6.2%22.3%微博8.7%9.2%5.9%5.9%6.5%4.9%4.4%6.9%微信公眾號(hào)4.3%3.2%4.4%8.5%京東3.8%0.5%3.9%4.9%3.6%6.9%3.7%3.6%3.4%4.9%2.7%0.8%2.0%0.7%4.6%百度2.7%0.0%0.7%4.6%知乎0.9%0.4%2.0%0.0% 外賣平臺(tái)美團(tuán)、餓了么等 38.6%34.0%27.5%9.5%7.8%7.4%4.9%0.5%0.5%你主要通過哪些渠道獲取飲體36歲及以上小紅書82.3%78.3%38.6%47.6%36.8%37.8%36.2%34.0%35.2%39.3%40.5%38.3%26.5%32.5%24.4%26.6%27.5%26.5%22.4%26.7%24.5%9.5%9.6%微博9.5%7.8%3.2%B站7.8%7.6%5.5%6.0%3.2%京東7.4%5.7%7.8%微信公眾號(hào)4.9%3.4%3.7%6.5%百度2.0%0.9%0.5%0.0%知乎0.5%0.7%0.2%0.0%0.5%0.7%0.2%0.5%0.9%你主要通過哪些渠道了解你主要通過哪些渠道了解 38.7%32.7%29.8%25.3%7.5%6.3%5.4%2.7%80.5%小紅書是用戶獲取大眾飲用感受和評(píng)價(jià)的「重要渠道」小紅書作為了解大眾飲用感受和評(píng)價(jià)的重要渠道(80.5%)。你主要通過哪些渠道了解飲品/飲料的用戶飲用感受和評(píng)價(jià)？ (限選3項(xiàng))體36歲及以上樣本小紅書80.5%82.4%76.6%72.7%38.7%47.0%40.6%29.7%36.9%35.2%32.7%42.3%36.4%29.8%38.4%30.4%23.6%29.7%25.0%25.3%28.6%24.7%5.4%微博8.6%9.9%京東7.5%2.7%5.4%B站6.3%6.5%5.0%4.5%2.3%5.4%6.6%6.0%2.2%3.4%微信公眾號(hào)2.7%2.8%4.5%6.8%百度4.0%0.6%0.9%6.8%知乎2.0%0.6%0.9%0.7%0.7%0.9%4.6%03博主普通用戶行等)其他58.153.635.222.72.4哪些作者發(fā)布的飲品/項(xiàng))體36歲及以上樣本博主58.3%50.8%53.5%普通用戶53.6%40.4%57.7%57.7%55.7%45.7%35.2%32.0%36.2%35.5%33.8%36.9%22.7%24.4%22.4%23.0%20.7%28.3%9.0%9.5%其他2.4%2.2%2.2%2.7%4.5% 美食博主探店博主旅行博主運(yùn)動(dòng)健身博主時(shí)尚博主美妝博主潮流博主露營(yíng)博主游戲博主其他23.523.54.43.442.6你喜歡看博主發(fā)布的什你喜歡看博主發(fā)布的什限選項(xiàng))上樣本8制新喝法65.7%74.4%63.0%63.5%66.5%64.6%用感受分享65.3%64.6%67.2%65.2%65.4%58.4%48.5%49.7%44.6%39.4%38.2%藏款隱藏40.7%34.2%34.0%28.7%產(chǎn)品介紹34.5%32.9%35.6%33.6%配料表分析30.4%39.9%25.7%27.7%29.8%信息或購(gòu)買攻略29.5%32.2%29.3%22.3%品牌介紹25.3%23.8%25.0%29.8%0.4%0.3%0.4%0.3%0.5%0.6% 飲品/飲料的自制新喝法飲品/飲料的飲用感受分享(正面的、負(fù)面的)飲品/飲料的評(píng)測(cè)飲品/飲料的隱藏款隱藏菜單飲品/飲料的新產(chǎn)品介紹飲品/飲料的營(yíng)養(yǎng)成分、配料表分析飲品/飲料的優(yōu)惠、活動(dòng)信息或購(gòu)買攻略飲品/飲料的新品牌介紹其他65.7%65.3%48.5%34.5%30.4%29.5%25.3%0.4%/飲料的飲用分享(64.6%)、飲品/飲料測(cè)評(píng)(60.1%)等。 的 29.4%24.7%8.7%3.6%2.7%56.5%56.0%55.8%你喜歡看普通用戶發(fā)布 你喜歡看普通用戶發(fā)布 飲用感受分享(正面的、負(fù)面的)飲品/飲料的自制新喝法/飲料的評(píng)測(cè)略飲品/飲料的隱藏款隱藏菜單析飲品/飲料的新產(chǎn)品介紹飲品/飲料的新品牌介紹其他52.0%49.5%33.7%23.4%22.8%0.2%最喜歡看飲品/飲料的飲用感受分享。你喜歡看普通用戶發(fā)布的什體36歲及以上樣本飲品/飲料的飲用感受分享67.7%73.3%69.7%70.9%66.5%飲品/飲料的自制新喝法52.0%62.9%48.2%53.9%57.9%/飲料的評(píng)測(cè)49.5%53.8%47.4%46.6%或購(gòu)買攻略33.7%26.3%35.6%35.2%33.0%30.3%飲品/飲料的隱藏款隱藏菜單42.5%28.3%28.8%33.5%23.0%表分析23.4%22.6%20.8%33.5%24.3%飲品/飲料的新產(chǎn)品介紹22.8%24.2%23.5%23.9%飲品/飲料的新品牌介紹9.7%其他0.2%0.0%0.4%0.3%0.0%0.0%54.0%52.9%54.0%52.9%小紅書博主普通用戶他2 22.9%0.0%3.0%.9%用戶認(rèn)可小紅書博主是對(duì)自己種草飲料產(chǎn)品影響力最大的角色；44.1%用戶認(rèn)可小紅書普通用戶是對(duì)自己種草飲料產(chǎn)品影響力最大的角色。對(duì)你種草(產(chǎn)生購(gòu)買想法)上47.3%46.3%47.8%45.6%52.4%49.7%3.0%7%3.3%6%5%6%5%54%小紅書上的飲品/飲料內(nèi)容對(duì)你種草飲料產(chǎn)品的影響如何？ 沒有影響幾乎沒影響無感有一定影響影響力大64.5%的36歲以上的平臺(tái)飲料用戶會(huì)被小紅書的飲料內(nèi)容影響，種草飲料產(chǎn)品。容對(duì)用戶種草飲料產(chǎn)品的愿)(單選)上6.3%3.7%6.0%6.4%7.6%9.9%沒影響5.5%5.0%4.9%6.2%5.4%7.2% 58.7%48.5%28.2%24.0%2.5% 看首頁(yè)推送的飲品/飲料內(nèi)容搜索飲品品牌查看關(guān)注的博主賬號(hào)查看關(guān)注的品牌賬號(hào)他「首頁(yè)推送可隨時(shí)激發(fā)用戶對(duì)飲料產(chǎn)品的興趣」上容48.7%48.5%48.7%49.0%賬號(hào)賬號(hào)5%7%4.6%4.5%「8成以上的用戶，看到飲品飲料產(chǎn)品不超過7次」就會(huì)產(chǎn)生購(gòu)買需求 35.2%36.5%82.6%飲料用戶看到飲料產(chǎn)品試的想法。在近6成用戶認(rèn)為「小紅書飲品飲料內(nèi)容可以提升品牌好感度」58.3%近6成的飲料用戶覺得小紅書品牌的好感度。4.2%37.5%0420.3%8.9%29.6%29.3% 從產(chǎn)生購(gòu)買意愿到完成購(gòu)買的時(shí)間周期是樣本4.86%6.04%30%0.69%8.93%9.35%7