靠“姨妈神仙水”出圈，中年男人的劲酒开始“收割”年轻女性

Core Viewpoint - The recent marketing strategy of Jinjiu, targeting female consumers with claims of alleviating menstrual pain, has led to increased visibility and demand, but raises concerns about the appropriateness of such claims and the potential health risks associated with alcohol consumption during menstruation [1][10]. Group 1: Marketing Strategy - Jinjiu has gained attention on social media platforms with the label "menstrual miracle water," leading to product shortages in some regions [1]. - The brand has shifted its focus from primarily male consumers to targeting women, driven by stagnation in growth and the need for transformation [10]. - The company has engaged in marketing tactics such as "mixology challenges" and the introduction of new packaging to appeal to female consumers [10]. Group 2: Health Concerns - Medical professionals have warned against alcohol consumption during menstruation, stating that it can exacerbate symptoms like pain and disrupt hormonal balance [7]. - The World Health Organization indicates that drinking during menstruation can increase the risk of menstrual pain by 2.3 times and lead to a 40% increase in menstrual flow [7]. - Reports from consumers indicate adverse reactions after consuming Jinjiu during their menstrual periods, including prolonged bleeding and abdominal pain [9]. Group 3: Company Performance - Jinjiu's revenue has remained stagnant around 10 billion yuan from 2017 to 2022, with increasing competition in the health liquor market [10]. - The company has seen a significant increase in female consumers, with approximately 4 million new female users contributing to an expected growth of around 20% this year [12]. - The president of Jinjiu acknowledged the company's previous stagnation and the need to adapt to changing market dynamics [10].