---
title: "The 'Xiaoguan Tea' of the Liquor Industry? 1,000 Bottles Sold Out in an Hour—Beware of This F Rose Fenjiu!"
description: "A new baijiu targeting women, F Rose Fenjiu, sold 1,000 bottles in 58 minutes on a content e-commerce platform, signaling the rise of the female baijiu market. The product, with its attractive packaging and 28% ABV, aims to redefine female-oriented liquor."
author: "王春红"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-03-19"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/eQNU-hIPaKLpKT1ce-Sm8A"
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# The 'Xiaoguan Tea' of the Liquor Industry? 1,000 Bottles Sold Out in an Hour—Beware of This F Rose Fenjiu!

> A new baijiu targeting women, F Rose Fenjiu, sold 1,000 bottles in 58 minutes on a content e-commerce platform, signaling the rise of the female baijiu market. The product, with its attractive packaging and 28% ABV, aims to redefine female-oriented liquor.

"
1,000 bottles sold out in an hour; this baijiu targeting women has overturned all my perceptions of baijiu.
1,000 bottles sold out in an hour; can this baijiu targeting women stir up the men's world?
The 'Xiaoguan Tea' of the liquor industry? 1,000 bottles sold out in an hour—beware of this F Rose Fenjiu!
"
A baijiu made for women—do you think it will sell well?
Most people probably don't think so, or haven't even considered the question. But the emergence of F Rose Fenjiu has overturned many people's understanding of traditional baijiu.
On the evening of March 13, a baijiu called **"F Rose Fenjiu"** quietly launched on the content e-commerce platform Sida Youzan WeChat Mall. As a new product, without hard advertising or large-scale offline promotion, **1,000 bottles of F Rose Fenjiu sold out in 58 minutes**.
Is the female baijiu market rising?
Some might say, what's the big deal? For traditional liquor companies, with strong promotions, they could easily surpass this number.
But the point is: **1. It's a new product; 2. The price is not low, positioned as mid-to-high-end; 3. It's a baijiu targeting 'new middle-class women' as the main demographic; 4. The pre-sale platform was not a major platform like Tmall or JD.com, but a WeChat mall of a content self-media with a female-dominated audience!**
After considering these conditions, aren't you impressed?
It is understood that this is the first known fashion baijiu targeting "new middle-class women" as its main demographic. Judging from the explosive pre-sale, the female baijiu market has indeed been underestimated by many. Without any hard advertising or promotion, just on a content e-commerce platform with a female audience, it achieved such results, fully proving female users' love for this product. A senior e-commerce insider said that 1,000 bottles in 58 minutes is just a trial purchase by fans on a single platform; sustained purchases are expected. Once production catches up and multiple platforms are launched simultaneously, sales will see explosive growth. **The baijiu industry should beware of women!**
In fact, the rise of the female baijiu market is not without precedent. As early as 2017, statistics showed that among post-90s women, 35% drink baijiu, and this proportion has been growing over the past two years.
Some phenomena in the beverage market also confirm this data: industry insiders have studied the customer composition of Jiangxiaobai, a youth-oriented small baijiu, and found that young women make up a large part. Going further back, the explosion of RIO and other alcoholic beverages is also related to women's acceptance and love of alcohol flavors. These all indicate that China's baijiu industry is welcoming a new market segment—**female baijiu, and the launch of F Rose Fenjiu is timely and well-positioned.**
One sip to the soul, mood in full bloom
What does the baijiu that women like look like?
Before this product was launched, this was a topic most people hadn't thought about. F Rose Fenjiu, with its bloom, defines the category standard for female baijiu: **good-looking + good-tasting + psychological pleasure**.
In women's consumption philosophy, appearance is a very important decision-making criterion. What does appearance represent? It represents a person's taste. Attention to taste and quality is a very important consumption characteristic of new middle-class women. Their attitude towards a product has shifted from "need" to "want." To win their hearts, a new product must not only meet physiological needs but also reflect psychological and spiritual needs.
The packaging design of F Rose Fenjiu is clearly tailored to the aesthetics of new middle-class women: a water-drop shape, warm colors with milky white gradient transparency, a tall metallic-feel cap, and a moderate grip size. This unique packaging alone can charm many. Paired with high-quality poster-level images, many women are instantly attracted at first sight.
It is said that in this pre-sale, many people bought the product just for the bottle. It must be admitted that this is an era where appearance matters.
Of course, to win the hearts of so many women, being good-looking is not enough; it must also taste good.
Why do women reject traditional baijiu? An important reason is that it's "hard to drink"—too spicy, too strong, not smooth.
So, what kind of baijiu suits women?
If the alcohol content is too high, it's spicy and easy to get drunk; if too low, it lacks aroma and mellowness. Only baijiu with moderate alcohol content, sweet and soft taste, can be elegantly handled by women.
After repeated experiments, F Rose Fenjiu finally set the alcohol content at 28 degrees, a golden ratio. To please women's taste preferences, they also specially chose the bitter water double-petal red rose, known as the "king of roses," to infuse the liquor.
Fan marketing + baijiu = ?
It is worth noting that this product is produced by Fan Works, which "only makes fan-driven good products," and Fenjiu Co., Ltd., the originator of light-flavor baijiu. This pre-sale was a practical exercise of this theoretical system.
Many are curious: how did they achieve such high sales conversion in such a short time without spending a penny on promotion?
Regarding this, the editor interviewed Ms. Ding Ding, founder of Fan Works. She said it mainly benefited from three points: **first, choosing a self-media e-commerce platform that highly overlaps with the target consumer group; second, the support of her own fans; and third, the traffic and fermentation from communities.**
Especially fans—they not only contribute purchasing power but also play a role in word-of-mouth dissemination.
In the era of social media, the power of fan marketing has been widely recognized, but its practice in the baijiu industry is still relatively rare. I believe that after this battle, F Rose Fenjiu will bring us more fresh ideas.
According to the producer, due to the explosive pre-sale, many people were still asking to buy after the pre-sale ended, so they quickly started a new round of pre-sale on the Youzan WeChat Mall. At this year's Chengdu Sugar Fair, the product will also officially recruit distributors, using fan marketing to build a "supporter alliance."
What other surprises will this product bring us in the future?
Let's wait and see.
**-END-**


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