“邪修式养生酒”，为酒业年轻化开了扇窗

Core Insights - The rise of "health-oriented cocktails" among young consumers has led to a significant increase in the popularity of traditional alcoholic beverages like Jinjiao and Fenjiu, particularly among the younger demographic [1][2][3] Group 1: Market Trends - Jinjiao has seen a 20% growth this year, while the overall growth for the company is 10% [2] - The trend of mixing traditional liquors with health ingredients has attracted a new customer base, particularly young women, with Jinjiao gaining 9 million new users aged 18 to 30 in the past two years [3][12] - The concept of "health cocktails" has led to the creation of numerous recipes, with over 100 variations of Jinjiao cocktails circulating online [3][9] Group 2: Consumer Behavior - Young consumers are shifting their preferences from high-alcohol content drinks to those that offer health benefits, reflecting a broader trend towards wellness [10][11] - The affordability of Jinjiao (around 15 RMB for 125ml) and Fenjiu (around 50 RMB for 500ml) makes them appealing to younger consumers, contrasting with more expensive health-oriented liquors [13] Group 3: Marketing Strategies - Jinjiao has successfully repositioned itself from a "male-oriented liquor" to a "female-friendly health drink" through targeted marketing campaigns on social media platforms [9][12] - Fenjiu capitalized on the popularity of "桂花汾酒" (Osmanthus Fenjiu) by launching promotional activities and engaging with users on platforms like Douyin, resulting in over 5.3 billion views for related content [5][9] Group 4: Industry Outlook - The functional liquor market is projected to exceed 30 billion RMB by 2027, with a compound annual growth rate of over 25% [8] - The success of Jinjiao and Fenjiu highlights the potential for traditional liquor brands to innovate and attract younger consumers through creative marketing and product development [12][13]