---
title: "Douyin's \"Female Drinkers\" Propel a 40-Year-Old Henan Beer Brand to Fame"
description: "In a monopolistic market where the CR5 exceeds 90%, and in an industry that peaked in production and sales in 2013 and has since entered a stock competition, a local 40-year-old brand has risen abruptly, securing the top spot in the beer sales ranking on Douyin's Double 11 Good Things Festival, and driving a new category's transaction value on JD.com's Double 11 supermarket to grow by 5324%. This is what Jinxing Beer has achieved in the past six months. Behind this story are many \"female drinkers\" on Douyin (nickname only, no inappropriate guidance), who, with sentimental love songs as BGM, have pushed Jinxing's tea-flavored beer to the top of the charts."
author: "刀法行研"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-04-24"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/douyin-s-female-drinkers-propel-a-40-year-old-henan-beer-brand-to-fame-220882b7/"
markdown: "https://xinjignxiao.com/en/articles/douyin-s-female-drinkers-propel-a-40-year-old-henan-beer-brand-to-fame-220882b7.md"
original_source: "https://mp.weixin.qq.com/s/-UFMbrl9YYBHuaHK-ms62g"
translation: "https://xinjignxiao.com/zh/articles/%E6%8A%96%E9%9F%B3-%E5%A5%B3%E9%85%92%E9%AC%BC-%E6%8D%A7%E7%BA%A2%E4%B8%80%E4%B8%AA%E6%B2%B3%E5%8D%9740%E5%B9%B4%E5%95%A4%E9%85%92%E8%80%81%E5%93%81%E7%89%8C-220882b7.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/douyin-s-female-drinkers-propel-a-40-year-old-henan-beer-brand-to-fame-220882b7/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Douyin's "Female Drinkers" Propel a 40-Year-Old Henan Beer Brand to Fame

> In a monopolistic market where the CR5 exceeds 90%, and in an industry that peaked in production and sales in 2013 and has since entered a stock competition, a local 40-year-old brand has risen abruptly, securing the top spot in the beer sales ranking on Douyin's Double 11 Good Things Festival, and driving a new category's transaction value on JD.com's Double 11 supermarket to grow by 5324%. This is what Jinxing Beer has achieved in the past six months. Behind this story are many "female drinkers" on Douyin (nickname only, no inappropriate guidance), who, with sentimental love songs as BGM, have pushed Jinxing's tea-flavored beer to the top of the charts.

**Source** | Dao Fa Research Institute
In a monopolistic market where the CR5 exceeds 90%, and in an industry that peaked in production and sales in 2013 and has since entered a stock competition, a local 40-year-old brand has risen abruptly, securing the top spot in the beer sales ranking on Douyin's Double 11 Good Things Festival, and driving a new category's transaction value on JD.com's Double 11 supermarket to grow by 5324%. This is what Jinxing Beer has achieved in the past six months. Behind this story are many "female drinkers" on Douyin (nickname only, no inappropriate guidance), who, with sentimental love songs as BGM, have pushed Jinxing's tea-flavored beer to the top of the charts. Against the backdrop of declining sales for many listed beer companies, this case is even more intriguing. Dao Fa attempted to review this process, and after reviewing extensive materials and interviewing renowned beer marketing expert Fang Gang, we believe the evolution can be summarized in three stages:
> Launch: In August 2024, first released on the brand's official Douyin live stream, with good sales performance.
>
> Fermentation: From September to October 2024, Douyin UGC hits emerged frequently, including shares with 70,000 likes and 200,000 reposts.
>
> Explosion: In November 2024, during Double 11, collaborated with live streams such as Luo Yonghao's, expanding distribution channels.
This entire process is also a reverse-funnel diffusion process. This article addresses two key questions: 1. Why launch on the brand's own live stream? 2. How did the UGC craze start, and why did it attract "female drinkers"?
**After Being "Forced to Go Up the Mountain"**
**Found a "Gold Mine"**
Let's start with the conclusion: Jinxing's debut on Douyin's brand live stream was a choice mixed with both initiative and passivity.
As the saying goes, barbecue with beer, drink all night. In many past years, street-side skewers in summer were an important consumption scenario for beer. Similar scenarios like restaurant socializing and nightclub fun can be categorized as immediate consumption scenarios, meaning you buy and drink right away, buying where you drink.
**But this actually posed a challenge for small and medium beer brands: channel blockade.**
In 2015, Jinxing Beer Chairman Zhang Tieshan lamented, "I give a restaurant 10,000 yuan a year, another brewery gives 15,000 yuan; whoever pays more gets their beer sold. If we don't participate, the market is taken away; if we do, costs increase. We were forced to go up the mountain."
This is also an important reason why Jinxing Beer began planning its transformation early, investing heavily online. According to Fang Gang, before the Chinese-style craft beer series, the brand had already accumulated hundreds of thousands of fans online, laying the foundation for online channels and marketing.
For Jinxing, offline close combat was not advantageous. Xinyang Maojian Chinese-style craft beer is a new category, and its price is not cheap among beers (about 20 yuan per 1L). The chances of pushing it through offline distributors were slim.
**But interestingly, so-called shortcomings like being expensive and unknown can become advantages online.**
The higher price means there's margin for shipping costs. This is a major pain point in the beer industry: glass bottles are heavy, and water-laden beer is heavy, but a bottle sells for only a few yuan, so it's hard to cover shipping costs. The Chinese-style craft series uses cans, reducing weight and facilitating transport.
Being unknown can spark curiosity and novelty. Although tea-flavored craft beer existed in the industry before, craft beer itself is still in a stage of limited awareness, and the niche tea flavor is even more niche. For example, many social media posts used titles like "Did the tea leaves cheat, or did the beer have an affair?"
**Not bulky, not cheap, not ordinary—these are the characteristics of Xinyang Maojian Chinese-style craft beer. So what is this product like in the big pond of beer?**
Let's look at some data. Regarding beer consumption, how people drink and what they drink have changed.
**In summary, people drink less but drink better,** meaning richer flavors and healthier options, with refreshing styles being popular. Xiaohongshu Lingxi data shows that among the top three scenario search terms for beer, "fitness" and "eat seasonally" (referring to diet following the seasons) are also strongly related to health. In consumption scenarios, emerging lifestyles like music festivals and outdoor camping have become very important.
Some summarize the reasons for drinking craft beer: **It goes down easier than baijiu, has more kick than industrial beer, and doesn't fill you up as much when you're tipsy.** Yes, often people don't like drinking; they like the feeling of being tipsy.
It's easy to imagine that Xinyang Maojian Chinese-style craft beer, emphasizing "three aromas in one sip," is not only a higher-quality craft beer but also a cross-border product with rich flavors, backed by tea as a health representative, and is riding the consumption trend.
Behind these demand shifts, the core is demographic change.
For example, **a Jinxing distributor in Hubei found that traditional places for selling alcohol actually sell less tea-flavored beer,** such as tobacco and liquor stores and large business hotels. Instead, large KA supermarkets, convenience stores, community supermarkets, and trendy specialty restaurants and food stalls sell better. He analyzed that the core audience is young people aged 20-30 who like new things and the taste of tea beer.
We believe that among them, the "female drinkers" on Douyin and Xiaohongshu are another key factor.
**The New Generation of "Drinkers":**
**Want to Be Tipsy but Not Just "Suffer"**
Women aged 25-35 are the core group in the reverse funnel for Jinxing's tea-flavored beer. **This is reflected not only in their love of drinking but also in their love of sharing.**
According to "Yunjiu Toutiao," among the four beers launched by Jinxing Beer—Xinyang Maojian Chinese-style craft, Longjing green tea, jasmine tea, and peach oolong—59% of buyers were women. This contrasts with the beer market where men account for a higher proportion. Using Mofang Pro to observe Jinxing Beer's social volume on Douyin and Xiaohongshu from July to November last year, users from third-tier, new first-tier, and fourth-tier cities ranked in the top three.
Overall, two core scenarios can be extracted from UGC content:
1\. Comfortable or sentimental solo drinking at home.
2\. Gatherings of a few friends, especially bestie gatherings.
Why is Jinxing chosen in these scenarios?
First, the design is more aligned with female aesthetics. Unlike the common "big green stick" shape of beer bottles, the large canned style has a slight Chinese aesthetic. It's versatile, photogenic, and eye-catching, which is important in online sales.
Second, as the copy in the image says, "I used to drink because I was happy; now I drink to be happy." **The new generation of drinkers wants to sip and be tipsy, but not just "suffer."**
A female Xiaohongshu user recommended it, saying, "Unlike other beers that have a bitter taste that's hard to swallow, these two—one Longjing green tea flavor, one jasmine tea flavor—perfectly neutralize and dilute the bitterness of beer."
**It's worth noting that in this wave, alcohol tolerance challenges and trying new things were also key drivers.**
The most obvious were the "The hype is too big, I've tried it for you" series of videos that appeared densely in October. They first point out that tea-flavored beer is hot, then compare it with familiar products like Strong Cool and Wusu, and finally end with strong user-perception experiences like "You'll be dizzy after drinking, and you'll sleep well," with high enthusiasm in the comments for sharing alcohol tolerance and feedback.
Women's love for this product brought two things.
**First, product development inspiration.** After discovering that women prefer this beer, Jinxing subsequently launched two new flavors, jasmine tea and peach oolong, continuing the popularity of Xinyang Maojian and turning Chinese-style craft beer into a complete series.
**Second, helping the product spread to the general population. As Fang Gang said, consumers are not necessarily communicators.** Especially for new products, having a group of core users willing to speak for you is very important.
The female-led UGC content drove the product, which in turn boosted offline distributors' enthusiasm for stocking, opening a gap in a market where offline consumption accounts for the vast majority of share. Jinxing also appeared in large live streams like Luo Yonghao's, entering an explosive phase with more male and more age-diverse consumers.
**Analyst Commentary**
For Jinxing, the explosion of tea-flavored beer seems like luck. But their exploration started early, such as opening the first Jinxing Craft Beer direct-sale store in Zhengzhou in April 2022, focusing on craft beer transformation in 2023, and accumulating online operations.
Looking ahead, it's hard to say whether tea-flavored beer is a temporary trend or a long-term trend. But what's certain is that the reasons people drink beer are changing. From immediate consumption to non-immediate consumption, the essential difference may be whether you drink for others or for yourself. Many young people drink beer for self-pleasure. As a Xiaohongshu note said, "When we drink, we truly talk," and the talk might be with oneself or with friends.
Jinxing Beer's success in taking a different path once again shows that many opportunities lie precisely in new demographics.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671