Jiang Xiao China Liquor Recruitment

Recently, Jiang, a liquor brand that focuses on the youth market, has fallen into a wave of layoffs. A number of netizens who claimed to be employees in front of Jiang broke the news on social media, saying that 1000 people were laid off and Hangzhou Branch laid off 40%.

"We are part of layoffs and will not beat around the bush. Now (the company) has nearly 2,800 people, not as reported by the outside world. " On May 27th, in an interview with the newspaper, I admitted that the layoffs may involve one or two hundred people, but they are still hiring.

The pain that Jiang is experiencing is a microcosm of the situation of liquor enterprises under the epidemic.

"In the current environment, the consumption scenes of' small gatherings, small drinks and snacks' in small and medium-sized restaurants are reduced, which is somewhat refracted (in the company)." Jiang said that the company's main sales channels are closely related to small and medium-sized catering. "Now is indeed a painful moment for enterprises."

The National Bureau of Statistics released the national CPI (Consumer Price Index) in April on May 16. Affected by the epidemic, the national catering revenue in April this year was 260.9 billion yuan, down 22.7%. From June 5438 to April, the catering revenue1326.2 billion yuan, down by 5. 1%.

"This adjustment is also an opportunity for us to regain the' little white spirit'." The above-mentioned relevant people frankly said that at present, we must first "focus on the main business and start again in the gap of the market".

Jiang's "Little White Spirit" was born out of the founder's self-made experience. "Children with no background have to run by themselves." Relevant people summed up "small white wine" like this.

"I am Jiang, and my life is very simple." 20 1 1, set up Jiang company in Chongqing. Among nearly 1,000 liquor enterprises, the market of "low-alcohol-flavor liquor suitable for young people" was opened by the copywriting on the bottle that resonated with young people. "We have grown up from the hierarchical industry barriers in the liquor industry." Relevant people said.

Jiang's main product is 40 degrees 100ml "Jiang" brand. The introduction of small bottles of wine and bottles is the biggest feature that distinguishes Jiang from traditional liquor.

Source: Jiang Official Weibo

As the founder Tao Shiquan 202 1 said in his personal WeChat official account article in March, it is "a strategic passive choice as well as an active choice" to explore the market segment of "gathering and drinking" without the resources of time-honored famous wines and abundant funds.

In fact, in addition to relying on copywriting, Jiang also established close ties with small and medium-sized restaurants, which made him stand out from the Sichuan-Chongqing base camp in just ten years, went to small and medium-sized restaurants all over the country, and quickly grew into a national liquor enterprise.

According to official data, Jiang's sales reached 50 million in the second year after its establishment, and broke through for the first time in 20 14 years 1 billion. By 20 19, our sales have climbed to 3 billion yuan. Jiang, whose performance has been singing all the way, has also received olive branches from investment institutions such as Gaoyou, Tiantu and Black Ant.

But in 2020, Jiang first perceived the "cold and warm" of small and medium-sized restaurants under the epidemic. In 20021year, it was publicly revealed that ginger was greatly affected by the epidemic, and the sales volume reached a record low in February 2020.

In March, 20021,it was reported that Jiang had abolished the entire Beijing public relations team. Tao Shiquan also denied this rumor in the aforementioned article. "10 years, it is not easy to survive." Tao Shiquan said frankly in the article that even in the tenth year, the company's share in the liquor industry was only close to 0.5%.

In the process of national expansion, it also faces many doubts and criticisms from Jiang. Some netizens called Jiang "bad to drink" and "only able to write a copy". In this regard, Jiang said that in the future, he will focus on the main business and "respond to quality with quality".

"Enterprises are marching in the wind and waves, and it is impossible to start adjusting their strategies because of the epidemic. The layout we made many years ago has been steadily advancing. " He said that nearly 800 acres of wineries and nearly 10,000 acres of sorghum planting bases have been built. At present, Jiang's third-generation liquor also began to be put on the market last year. "Production and brewing are fundamental and return to the essence of the main business."

The tavern business belongs to the auxiliary business of ginger's main business, focusing on wine collocation and collecting users' comments on wine. At present, the pub business will not shrink. "(pub) is actually a long-term scene. Users can see us and we can also see users. Several places are also talking. " The aforementioned relevant person said.

In addition to his main business, he is still trying to expand the consumer groups of ginger. In view of the habit of some old drinkers to drink high-alcohol liquor, Jiang introduced a 52-degree "Jiang 5 19". According to relevant sources, the data of "Jiang 5 19" on the e-commerce platform is excellent. On the fruit wine track, Jiang introduced plum wine, which he said was close to 654.38 billion yuan. However, the high-end wine "100 bottle" previously launched by Jiang was not mentioned.

"The liquor market is very big, and the base area of' small gathering and small drinking' is well guarded. We will start again in the gap of the market." Relevant persons admit that Jiang Xiaobai emphasizes the difference from other traditional liquor brands, and how to highlight the spirit of "de-stratification" may be the direction of his continued efforts in the future.

It is worth noting that on May 22nd, the registered capital of Chongqing Liquor Co., Ltd. (i.e. Jiang) greatly increased from the previous 570 million yuan to 920 million yuan. Previously, Jiang registered Joyboy Limited, a Hong Kong-owned company, in May 2020, holding 0/00% of Jiang/Kloc. Jiang once said that the establishment of Joyboy Limited was arranged by Jiang based on the company's medium and long-term strategy and the corresponding capital strategy.

Proofreading: Zhang