“老登”变“网红”！劲酒逆势增长超20%

Core Viewpoint - The leading Chinese health liquor brand, Jinjiu, is expected to achieve a 20% growth this year despite market challenges in the white liquor sector [3][7]. Market Supply and Pricing - There is no shortage of Jinjiu products in the Shenzhen market, with various bottle sizes available and prices remaining stable: 125ml at approximately 15 yuan, 258ml at around 30 yuan, and 520ml at about 58 yuan [4]. - The increase in young female customers purchasing Jinjiu is noted, with many buying smaller bottles for mixing or trying out new drinking methods [4]. Social Media Influence and Product Controversy - A drink known as "Auntie Water," made from Jinjiu, brown sugar, and ginger, has gained popularity among women, with claims of alleviating menstrual pain, leading to significant social media exposure [5]. - Jinjiu's company has issued a warning against exaggerated claims made by social media influencers regarding the drink's benefits, emphasizing that alcohol can worsen menstrual discomfort [5]. User Demographics and Growth Drivers - Jinjiu has seen a significant increase in young female users, with over 900,000 new users aged 18-30 in the past year, and 400,000 of them being women [6]. - The brand's success is attributed to its high cost-performance ratio and emotional value, particularly among younger consumers [6]. Sales Performance - Jinjiu's sales figures show a strong upward trend, with a reported revenue of 5.934 billion yuan from January to July 2024, marking a 27.66% year-on-year increase [7]. - The company anticipates a full-year growth of over 20% for 2023, contrasting with a decline in another brand, indicating Jinjiu's resilience in a challenging market [7].