--- title: "Can Xiaojiu single product reach 10 billion? Is the future of baijiu 'not making baijiu'?" type: "Topics" locale: "en" url: "https://longbridge.com/en/topics/32654836.md" description: "Introduction: The rejuvenation of baijiu brands is not a simple shift, nor can it be achieved by merely applying the strategies of new consumer trends to 'redo' the baijiu industry. 01 The Truth Behind '10 Billion in Sales' This summer, the hashtag #XiaoJinJiu Mixed with AD Calcium Milk# unexpectedly went viral on social media. Creative videos of young people mixing 125ml Red Label Jinjiu (XiaoJinJiu) with childhood drinks flooded the internet. As a result, XiaoJinJiu in convenience store freezers became the latest 'internet sensation'. Source: Xiaohongshu XiaoJinJiu is a small-packaged product under the Jinjiu brand, a subsidiary of Jinpai Company..." datetime: "2025-08-06T09:41:17.000Z" locales: - [en](https://longbridge.com/en/topics/32654836.md) - [zh-CN](https://longbridge.com/zh-CN/topics/32654836.md) - [zh-HK](https://longbridge.com/zh-HK/topics/32654836.md) author: "[阿尔法工场](https://longbridge.com/en/profiles/5044766.md)" --- > Supported Languages: [简体中文](https://longbridge.com/zh-CN/topics/32654836.md) | [繁體中文](https://longbridge.com/zh-HK/topics/32654836.md) # Can Xiaojiu single product reach 10 billion? Is the future of baijiu 'not making baijiu'? Introduction: The rejuvenation of baijiu brands is not a simple translation, nor can it be imagined to redo the baijiu industry with new consumption methods. **01 "10 Billion Sales" Truth** This summer, the topic #小劲酒混搭 AD 钙奶# unexpectedly went viral on social media platforms. Young people used childhood drinks to mix 125ml Red Label Jinjiu (Xiao Jinjiu) in creative videos that went viral. As a result, Xiao Jinjiu in convenience store freezers became a new "internet celebrity". Image source: Xiaohongshu Xiao Jinjiu is a small package product under the Chinese Jinjiu brand of Jinpai Company. Jinpai Company claims to be a comprehensive health product enterprise with the mission of "healthy humanity", forming three major business segments: health wine, herbal baijiu, and traditional Chinese medicine industry. In addition to Chinese Jinjiu, its core brands include Maopu Herbal Wine. The UGC (user-generated content) craze on social media platforms has brought attention to Xiao Jinjiu from different fields. In mid-July, a short video about "Xiao Jinjiu single product sprinting to 10 billion, out of stock in many places" sparked heated discussions again. Image source: Video account After inquiring from various sources in the industry, the author found that the statement about "single product sprinting to 10 billion" needs to be viewed rationally. The "10 billion sales" contains a certain element of linear extrapolation. The so-called linear extrapolation refers to the basis of this calculation, which is based on "the sales of Red Label Jinjiu from January to July 2024 was 3.11 billion yuan, a year-on-year increase of 42.45%", and the result of this year's first half sales of about 5 billion, and then the annual 10 billion, was calculated based on the growth rate. In addition to the 125mL 35-degree Xiao Jinjiu, the Red Label Jinjiu product line also includes 258mL 35-degree, 520mL 35-degree, and 520mL 35-degree boxed versions of different specifications. Therefore, last year's 3.11 billion was not entirely contributed by Xiao Jinjiu. According to industry insiders close to Jinjiu, the sales of Red Label Jinjiu in the first quarter were about 2 billion yuan, but there was a decline in the second quarter. The out-of-stock situation exists, but it is mainly due to the sudden increase in sales and insufficient stock preparation. The exaggeration of the "10 billion" data is more due to the "out-of-circle effect" of the topic, which led to an increase in terminal shipments, and manufacturers took the opportunity to continue pressing goods to the channels, thus forming a stage of high shipment growth. However, whether it can continue to press goods in the second half of the year depends on whether this heat can "add fuel to the fire". Interestingly, as early as 2017, when the company's overall sales exceeded 10 billion, Jinjiu, including Red Label Jinjiu, contributed about 8 billion. Seven years have passed, and Jinjiu has not surpassed its historical high, indicating that its growth trajectory is not a linear rise, but has experienced repeated fluctuations and adjustments. However, achieving such results in the "baijiu winter" is already rare, and the "health" positioning and rejuvenation strategy of Xiao Jinjiu have contributed significantly. For the baijiu industry, what is more meaningful is whether this unexpected rise in new consumption is a sustainable business model or a fleeting marketing craze? **02 Breaking Cognitive Barriers** The creative drinking method of young people using AD calcium milk and Wangzai milk to mix Jinjiu is by no means accidental. This spontaneously formed consumption scene precisely confirms the possibility of new consumption logic in the liquor market. When young people pursue a slightly tipsy feeling while not letting go of their health obsession, Jinjiu, along with the traditional health wine track it belongs to, has ushered in an opportunity to break the circle. On social media platforms, notes related to #Jinjiu Cocktail Formula# have sprung up like mushrooms after rain. Young people use Red Bull, Wangzai milk, and even sour plum soup, along with Xiao Jinjiu, to create a "Chinese Long Island Iced Tea". Image source: Xiaohongshu Two years ago, Jinjiu, which belonged to the "men's gas station" along with Hongmao Medicinal Wine and Sanbian Wine, was once marginalized. Now that Jinjiu can become popular again in young social circles, it may be due to systematic innovation in product positioning, marketing, and scenarios. The innovation on the product side first broke the cognitive barrier. Jinjiu reduced the alcohol content from 35 degrees to 28 degrees and simultaneously launched a sugar-free version, making the taste closer to the liqueur style familiar to young people. This adjustment is not considered blind following. On the one hand, low alcohol content fits the trend of healthy drinking; on the other hand, referring to the consumption changes in Japan from 1990 to 2020—under the background of economic downturn and aging population, the liquor market showed the characteristics of "low alcohol content and high cost performance", with a decline in the consumption of sake and whiskey, and a continuous increase in the share of pre-mixed drinks and sparkling wine. This forms a wonderful echo with the "slightly tipsy health" demand of young people in China today. The strategic judgment of Jinpai Chairman Wu Shaoxun is more qualitative. "We withdrew from the Baijiu Summit because we are not baijiu." He further pointed out that the characteristics of Jinjiu's "weak social attributes, self-pleasure, and emphasis on physical value" form a difference from the high-end social scenarios emphasized by traditional baijiu, and this differentiation has become a breakthrough point to attract young consumers. Marketing innovation allows this difference to be precisely perceived. Unlike the past focus on men over 45 years old, Jinjiu now customizes communication strategies for four types of customer groups: high-net-worth individuals, young people, women, etc., through user profile segmentation. In addition to the classic advertising slogan "Jinjiu is good, but don't drink too much", new scene associations such as "drinking during women's physiological period" have been derived; in response to the evaluation of "too strong medicinal taste", the mixed drinking method spontaneously created by young people has given the brand a new interpretation of "China's own whiskey". Image source: Xiaohongshu Behind this adaptation is the support of the organizational structure. In 2022, Jinpai made a decision considered "radical" internally—establishing a 50-person dedicated content marketing team to fully tackle short video platforms. Jinjiu collaborated with CCTV News to create "Good Times in the World·Today is Suitable for Health", focusing on health topics in workplace, love, food, and other scenarios, with a total platform viewership of over 28 million and an exposure of 210 million, further enhancing the brand's influence and awareness. Channel reform has laid the foundation for growth. The traditional model of liquor companies relying on "pressing goods" for commissions easily leads to terminal inventory backlog. Jinjiu has shifted its compensation system to "terminal service" and "user value creation", transforming the sales team from "delivery personnel" to "sales managers". As Wu Shaoxun emphasized: "In the past, the more goods you stuffed, the higher the bonus. Now, the more you help the terminal sell, the more you earn." This "de-commission revolution" not only helps ensure the profits of distributors but also makes sales data more accurately reflect consumer demand. **03 Not "Redoing It Again"** The popularity of Xiao Jinjiu reminds people of the once-popular Jiangxiaobai in 2012. Both prove that new consumption methods close to young people are not infeasible in the baijiu field. However, compared to Jiangxiaobai's emotional marketing, Jinjiu's breakthrough relies more on the precise integration of health genes and "punk health" demand—this model of maintaining integrity and innovation provides a reference for traditional liquor companies but also hides challenges. The biggest uncertainty comes from the consumption characteristics of young people. According to research, the time young people spend on web pages has been shortened to less than 30 seconds; when watching videos, the average is only 26 seconds. This means that any hit product can be replaced by fresher and more fun concepts at any time. The natural contradiction between novelty-seeking and long-term brand building exists. If Jinjiu cannot continuously output new marketing points and product innovations, the current heat may quickly dissipate. The deeper contradiction lies in the conflict between new consumption logic and the rules of the baijiu industry. New consumption emphasizes rapid iteration and creating hit products. However, baijiu quality relies on time precipitation, the inheritance of brewing technology, the historical precipitation of cellars, and the long-term accumulation of brands. High-quality baijiu needs to be stored for 3 to 5 years before it can be marketed, which is an iron rule of the industry. Overemphasizing rejuvenation may dilute the cultural heritage of traditional liquor companies; sticking to tradition may miss out on young customers. How to balance this is still an unsolved problem. Famous liquor companies are entering the "health" track, making the competition more intense. For example, Wuliangye launched "Wuliang Herbal" ginseng wine; Luzhou Laojiao is deploying a series of products such as Ming Brew, Green Bean Daqu, and Nourishing Daqu, focusing on tea and wine fusion and low-drunkenness experience; Fenjiu, Jinshiyuan, and others are increasing their investment in small and low-alcohol wines. These brands, with their deep accumulation, reputation, and channel advantages, are more likely to gain the attention and trust of young people. The greater threat to Jinjiu is product homogenization, which not only dilutes the freshness that Jinjiu has painstakingly established but also may squeeze its market share and reshape the market pattern of the health wine track. Although Jinjiu has laid out production bases for sauce, strong, and light aroma baijiu, its difficulty in breaking through in the traditional baijiu field is much higher than that of famous liquor companies entering the health concept. Perhaps, the counterattack of Xiao Jinjiu provides an inspiration: the rejuvenation of baijiu brands is not a simple translation, nor can it be imagined to redo the baijiu industry with new consumption methods. Instead, it is necessary to find the connection point with new consumption needs on the basis of adhering to core values. But whether this breakout can turn from "internet celebrity" to long-term popularity not only tests Jinjiu's innovation ability but also depends on whether it can maintain the foundation and resilience of the brand in a rapidly changing market. This is not only the topic of Jinpai but also the proposition that the entire baijiu industry needs to think about. ### Related Stocks - [小红书 (XHS.NA)](https://longbridge.com/en/quote/XHS.NA.md)