以下文章来源于财经天下WEEKLY ，作者财经天下 财经天下WEEKLY . 《财经天下》周刊官方账号，提供有品质的深度报道，讲述中国企业在时代浪潮中的精彩故事。 来自湖北的保健酒隐形冠军给酒圈上了一课。通过抓住抖音、小红书上的破圈话题，如"姨妈神仙水""不是茅台喝不起，而是劲酒更有性价比"等，劲酒拿下了 女性以及年轻消费群体，重新定义了消费场景。泼天的流量最终转化成了销量，今年劲酒营收预计增长超20%。 01 女性用户多了400万 对酒圈来说，2025年有些不同寻常。 一边是白酒行业正处于深度调整期：价格倒挂、卖不动，不少经销商甚至在亏损。为了应对困局，酒企试图通过低度化、跨界、代言等方式连接年轻人的钱包， 但年轻人转头走进了瑞幸咖啡、蜜雪冰城。另一边，曾经是中老年男人专属的劲酒，在小红书、抖音等平台持续爆火，深受女性追捧。视频里，劲酒、水溶 C100、元气森林葡萄味气泡水，在灯光下一组合，不到一分钟，就在玻璃杯中调出了"烈焰玫瑰"……这些视频的转发、点赞动辄超10万。 伴随流量而来的是销量。 12月，劲牌公司市场推广中心总经理张何在公开活动中称，"今年市场需求增加，确实导致部分区域出现阶段性供不应求，劲牌 ...

Core Insights - The company is experiencing a surge in demand for its flagship product, Jin Jiu, particularly among younger consumers, leading to supply shortages in some markets [2][3] - Jin Jiu is projected to grow by approximately 20% this year, while the overall company growth is expected to be around 10% [2] - The company has established a strong market position by focusing on health-oriented products and leveraging technological advancements in production [4][14] Group 1: Market Demand and Trends - There is a notable increase in Jin Jiu's popularity among young consumers, who are creatively mixing it with other beverages, thus enhancing its market presence [2][5] - The company has successfully attracted around 9 million new young users in the past two years, with approximately 4 million being female consumers [6] - The overall liquor industry is facing challenges, making Jin Jiu's growth particularly remarkable [3][10] Group 2: Product Development and Innovation - Jin Jiu has differentiated itself by combining traditional herbal ingredients with modern production techniques, establishing itself as a leader in the health liquor segment [4][18] - The company has invested over 3% of its annual revenue into research and development, leading to innovations in product quality and safety [14][15] - Jin Jiu's packaging and product offerings have been tailored to meet consumer demands for health and convenience, such as the introduction of smaller bottle sizes [11][26] Group 3: Corporate Philosophy and Sustainability - The company emphasizes a "four friendly" approach, focusing on user, customer, employee, and social friendliness to ensure sustainable growth [22][28] - It has implemented environmentally friendly practices, achieving 100% resource utilization of waste materials and being recognized as a national green factory [28][29] - The company has made significant contributions to social welfare, including investments in education and community water projects, totaling over 6 billion yuan [29][30]

Core Viewpoint - Guangyuyuan (600771) is actively expanding its product distribution by entering the "Tao Xiaopang" supermarket with its health liquor products "Qingchun Xiaopao" and "Lanbaoshi" [1] Group 1 - The company's entry into "Tao Xiaopang" supermarket is part of its normal strategic planning for the liquor business [1] - This initiative aims to enhance interaction between products and consumers through diversified sales channels and consumption scenarios [1] - The company reports that production, sales, and supply are all operating normally, ensuring timely market demand fulfillment [1]

Core Viewpoint - The health wine industry is experiencing growth driven by the rising trend of "punk health" among younger consumers, who are redefining drinking habits and integrating health-conscious choices into their consumption patterns [3][4]. Group 1: Market Trends - The health wine market saw a significant increase in sales, with a 75.8% year-on-year growth in revenue and a 33.2% increase in volume from January to August 2025 [4]. - The overall performance of major domestic liquor companies, including white and red wines, has been declining, yet health wines continue to thrive [4]. - Young consumers are increasingly favoring low-alcohol beverages, with 83% preferring drinks below 20 degrees [3]. Group 2: Company Performance - The president of Jinpai Company projected a 20% annual growth for Jinjiu, with a notable increase of 9 million young users in the past two years, including 4 million women [4]. - The sales of Zhuyeqing, a light health wine brand under Fenjiu, grew by 16.2%, with e-commerce channels seeing an 87% increase [4]. - Traditional health wine brands are experiencing a shift, with *ST Yedao reporting significant revenue growth for its products in 2025, despite previous declines [5]. Group 3: Consumer Behavior - The rise of "self-indulgent consumption" is reshaping drinking scenarios, with young people drinking for personal enjoyment rather than social obligations [5]. - The marketing strategies of health wines, such as those represented by Jinjiu, are attracting a large number of young consumers, indicating potential for rapid growth in the next five to ten years [5]. Group 4: Future Outlook - New entrants and capital are expected to flood the health wine market starting in 2024, with ingredients like ginseng, tea, and stone flower becoming new focal points [6]. - The sustainability of health wine as a new drinking trend among young consumers remains to be observed [6].

Group 1 - The health wine industry is experiencing growth driven by the younger generation's interest in "punk health" drinking methods, which combine traditional health drinks with modern consumption styles [1][3] - Sales of health wine on e-commerce platforms surged by 75.8% year-on-year from January to August 2025, with a volume increase of 33.2% [3] - The president of Jinpai Company expects a 20% annual growth for Jinjiu, with 9 million new young users in the past two years, including 4 million women [3] Group 2 - The rise of "self-indulgent consumption" among young people is reshaping drinking scenarios, moving away from traditional business and social pressures to personal enjoyment and emotional release [4] - New entrants and capital are entering the health wine market, focusing on ingredients like ginseng, tea, and stone flower, indicating a shift in consumer demand [5] - Traditional health wine products were previously seen as supplementary and received little attention, but the current market dynamics are changing this perception [4]

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].

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].

Core Viewpoint - The company emphasizes that its product, Jin Jiu, is a health wine with "immune regulation and anti-fatigue" functions, but it is not a medicine and should be consumed in moderation, especially for women during their menstrual period or when feeling unwell [1] Group 1 - The official account of the company released a statement on December 7, highlighting the health benefits of Jin Jiu while clarifying that it is not a substitute for medicine [1] - There was public concern regarding the promotion of Jin Jiu as a health product, with comments in the social media suggesting that some individuals are misrepresenting its benefits [1] - The company responded to these concerns by stating that they are aware of the discussions but clarified that the misleading information is not from official sources [1] Group 2 - The product gained significant attention this week, being referred to as "the menstrual miracle water," which led to it trending on social media [1]

Core Insights - The article highlights the rising popularity of "Jin Jiu" (劲酒), a health liquor, particularly among Gen Z and young women, who have rebranded it with new labels such as "Auntie Miracle Water" and "Health Disco" [1][3][4]. Group 1: Market Performance - Jin Jiu's overall performance has seen a growth of approximately 10% this year, with a notable increase of over 20% in sales specifically for Jin Jiu [3]. - In 2024, Jin Jiu's sales reached 12.5 billion yuan, and in the first half of 2025, sales of the red label Jin Jiu surged by 50% [11]. - The brand has attracted around 9 million young users aged 18 to 30, with 4 million being female, due to social media trends [3]. Group 2: Marketing Strategy - The brand has successfully shifted its image from a "male drinking liquor" to a "female-friendly health drink" through targeted marketing strategies, including collaborations with influencers and the introduction of female-oriented products [6]. - Various cocktail recipes featuring Jin Jiu have emerged, such as "Health Version Long Island Iced Tea" and "Auntie Miracle Water," which have contributed to its popularity among young women [4][6]. Group 3: Supply Chain and Availability - There have been reports of Jin Jiu being out of stock in several regions, attributed to a sudden spike in consumer demand that exceeded prior inventory levels [13][18]. - Despite some areas experiencing shortages, other locations, including the brand's headquarters in Wuhan, reported sufficient supply [16][17].

Core Insights - The article highlights the rising popularity of "Jin Jiu" (劲酒), a health liquor, particularly among younger consumers, especially women, who are redefining its image from a traditional male-oriented drink to a trendy wellness beverage [4][6][12]. Group 1: Market Performance - Jin Jiu's overall performance has seen a growth of approximately 10% this year, with a notable increase of over 20% in sales for Jin Jiu specifically [4]. - In 2024, Jin Jiu's sales reached 12.5 billion yuan, and in the first half of 2025, sales of the red label Jin Jiu surged by 50% [12]. - The brand has attracted around 9 million young users aged 18 to 30, with 4 million being female, due to its new marketing strategies [4][12]. Group 2: Consumer Trends - The drink has gained traction on social media platforms, with over 100,000 related posts on Xiaohongshu (小红书) by autumn 2025, and has been labeled as "the goddess water" for menstrual relief [4][6]. - Various innovative cocktail recipes featuring Jin Jiu have emerged, such as "goddess water" and "health version Long Island iced tea," appealing to a younger demographic [8][12]. - The brand has successfully shifted its marketing focus towards women, launching campaigns and products specifically targeting female consumers [8][12]. Group 3: Supply Chain and Availability - There have been reports of Jin Jiu experiencing stock shortages in several regions, attributed to a sudden spike in consumer demand [12][17]. - Some retailers have noted that the supply of Jin Jiu has been stable, while others have faced shortages, indicating a disparity in availability across different markets [12][14][15]. - A representative from Jin Jiu explained that the shortages are due to increased consumption outpacing prior stock levels, as the production process requires time for aging and ingredient extraction [17].