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With the increasing openness of the social environment and sustained rapid economic development in recent years, female consumers became the leading force in contemporary consumption trends and were considered new opportunities for national economic development for many non-tradition products usually dominated by male consumers. In this study, consumption would not feel like an economic behavior in the social life of contemporary Chinese women but also created a new social behavior and cultural form through the reform of gender equality. This new trend made the alcoholic market shift its attention to the female market and started to create respective marketing strategies to attract the new consumption group. The purpose of this study was to investigate the significant difference in purchase intention of fermented alcoholic beverages among groups of different control variables of Yinchuan female consumers; to review the influencing mechanism of the Yinchuan female consumers' purchase intention on fermented alcoholic beverages based on attitude, subjective norm, and perceived value, and; to suggest feasible marketing strategies for the fermented alcoholic beverage market to improve female consumers' purchase intention and perception. Four hundred Yinchuan female consumers completed questionnaires through the online WeChat platform by random sampling in January and February 2023. The results showed that students' attitudes, subjective norms, and perceived value significantly impacted purchase intention in consuming fermented alcoholic beverages. Other factors influencing female consumers' perception of cognition, emotion, consciousness, face consciousness, group consistency, functional value, service value, and price value were assessed in this study. They showed significant impacts on influencing factors to purchase intention of alcoholic products, respectively.