Why did Jiang Xiaobai rise so rapidly in just a few years?

Jiangxiaobai has really become more and more popular in recent years, and it has gradually become the favorite liquor of our generation of young people. When we usually have dinner and drinks, we usually order a few bottles of Jiangxiaobai, and drink and chat together~

Our own quality is excellent

In 2017, Jiangxiaobai has won quality awards such as gold medals and silver medals for excellence in many international professional wine competitions such as the "International Wine and Spirits Competition (IWSC)" and "Brussels International Spirits Competition". The wine is brewed with high-quality pure grains. It has been recognized by international professional judges and is on the verge of becoming a major international brand. The Jiangxiaobai brewing team has put in a lot of effort behind the scenes. No wonder the first time I drank Jiangxiaobai, I was attracted by its unique taste!

Jiang Xiaobai’s rapid rise in recent years must first of all rely on his excellent quality. The first time I drank Jiang Xiaobai, I was attracted by the refreshing and smooth taste. As far as I know, the brewing raw material used in Jiangxiaobai Baijiu is red-skinned glutinous sorghum grown in local selenium-rich soil. It is fermented purely with clear soft water in a bluestone cellar. Finally, it is brewed with pure fragrance, smooth mouthfeel and smooth taste. Simple sorghum wine with a clean and unique flavor. Many of my friends have already fallen in love with Jiang Xiaobai, and we are planning to form a Jiang Xiaobai wine bureau together in the future.

Strong distribution capabilities

Secondly, Jiang Xiaobai’s popularity depends on the sales team’s full online and offline sales As for the sales ability, I always wanted to interview Jiang Xiaobai. Online, since Xiaobai officially opened its Tmall flagship store in 2015, it has begun to attract users accumulated on social media. Many friends, including me, have begun shopping online at Jiangxiaobai on various platforms. Moreover, Jiangxiaobai has performed well in events such as the JD Liquor Festival, with sales exceeding 10 million during the JD New Year Festival. It is indeed a very remarkable liquor brand. Last year on Double Eleven, my father bought Jiang Xiaobai’s “wine for a lifetime”, and my whole family fell in love with Jiang Xiaobai.

Offline, Jiang Xiaobai’s sales team went to catering outlets step by step, selling in catering channels, supermarket channels, and traditional retail channels. Group buying and nightclub channels were also expanded, slowly forming Jiang Xiaobai Training template block combat textbook. Jiang Xiaobai can be purchased in almost every restaurant, which reflects Jiang Xiaobai’s sales strength (a 3-second salute to the sales team).

Accurate market positioning

Finally, Jiangxiaobai’s success lies in its accurate market positioning and segmentation of the market to the young people of our generation. Jiangxiaobai has now become a must-have for many young people's gatherings, and has gradually begun to lead the trend. In recent years, Jiang Xiaobai has successively held the YOLO Youth Culture Festival, Jiang Xiaobai JustBattle International Street Dance Competition, Jiang Xiaobai Street Culture and Art Festival, and the classic Chinese comic "I am Jiang Xiaobai". These activities have been enthusiastically received by our young people. sought after.

Recently, Jiang Xiaobai has also launched a bistro activity, mixing Jiang Xiaobai with iced black tea, herbal tea, orange juice and other drinks. The Jiangxiao Bai Gold Award Youth Edition brewed from a single sorghum is used as the base liquor, and ingredients such as lemon, mint, strawberry pulp, popping candy, milk tea and other ingredients are added. It is really cool and delicious, and this bistro is only open for one day, so it can satisfy all your needs. We young people pursue new and exciting psychology. The worry-free label and wine on the cup really understand us young people, and each one can make people feel strong emotions.

It is not easy for Jiang Xiaobai to build a liquor brand so successfully. In addition to the three reasons explained above, there are more hidden phenomena behind it. We look forward to Jiang Xiaobai developing more novel and interesting activities and products in the future. Jiang Xiaobai can fly with confidence and our fans will always be with you!

Only when you are confident and confident can you dare to act and be courageous; different modes of thinking initiate different ways of action. Jiang Xiaobai, a youthful and fashionable small wine, has set off a revolution in the wine industry...

“First of all, we need to know what kind of model can make money, which is called confidence; then, we have to dare not to make money now or make less money, and to make money but not to make money, which is called courage; finally, let’s see how long we can hold on. Time, the longer you hold on to making less money, the more money you can make, this is called pride." This is what Tao Shiquan, chairman of Jiangxiaobai, who just returned to Chongqing from the Yabuli China Entrepreneurs Forum, said in an interview with reporters.

The confidence, courage, and pride fully demonstrate Jiang Xiaobai’s confidence as an innovative wine company with innovative genes, and also confirm Jiang Xiaobai’s different thinking on the development of the industry and the future of liquor.

Confidence

Tao Shiquan’s high sensitivity to new things and his extremely distinct “ageless” state enable him to be wild in his thinking and down-to-earth in execution. It is said that he flew 92 times last year, covering a distance of 161,169 kilometers, including two to Europe and one to the United States. The flight distance plus the more than 40,000 kilometers traveled by commercial vehicles in a year is equivalent to circling the earth five times.

A person familiar with Tao Shiquan said: "Focus on the market and consumers, coupled with constant reading, constant thinking, constant walking, and constant hard work, this is the source of Tao Shiquan's confidence."

In fact, in the short three years from his birth to the present, Jiang Xiaobai’s rise is full of legend. Its LOGO, which features black-framed wide-rimmed glasses and a British-style scarf, is quickly sought after by young consumer groups. Its accurate brand placement, precise marketing and promotion techniques, and skillful Internet communication make it an alternative in the liquor industry. , fast, and exciting.

However, Tao Shiquan has a different view on Jiang Xiaobai's rise. "When Jiangxiaobai was first launched on the market in 2012, few people paid attention to the needs of consumers. After all, thousands of years of wine culture are all about blood and status. So Jiangxiaobai 'betted' that no one at that time The post-80s and 90s generation, who are optimistic about non-mainstream consumer groups, chose the low-alcohol Xiaoqu Kaoliang liquor as the entry-level variety. From equal dialogue to emotional marketing, they completely created a new cultural influence of liquor. "Tao Shiquan couldn't hide his excitement when talking about the beginning. "Compared with the active brand image, Jiangxiaobai is mysterious in the industry, and sometimes even 'autistic'. When it appeared as a small wine for the new generation of consumers, many people didn't take it seriously. However, Immediately after the cold winter of the industry came, many companies believed that this was a new direction for development. Then, products that imitated similar positioning were launched in droves, and a number of young wines began to seize the market. After a few years, many companies followed suit. Youth Xiaojiu has ceased operations, but Jiang Xiaobai is still moving forward at his own pace. "Tao Shiquan said: "Actually, I figured out Jiang Xiaobai's future development many years ago, and the subsequent strategic direction is basically the same. There are no problems,” he said firmly, “We are doing the market in a down-to-earth manner and do not want to shout false and empty goals. We never assume that any brand is our competitor. Our opponent is ourselves. We are right. Just do it right. The most important thing is to make your own characteristics. Once the direction is set, fine-tune it as you go. The rest is the efficiency of execution. ”

In fact, we have a keen insight into the new consumers’ attitude towards liquor. Tao Shiquan also discovered the law that future brand marketing cannot be separated from the powerful power of the Internet. "Jiang Xiaobai's current achievements are indispensable to emerging social media such as Weibo and WeChat." He told reporters that paying attention to young consumer groups is not the core driving force for him to stick to Internet marketing, but also plays a vital role in the development of the enterprise. Multi-dimensional thinking is the real inner driving force for the new thing of Internet marketing. In Tao Shiquan's office, the reporter once saw a list of Tao Shiquan's books, ranging from ceramic picture albums to wild motorcycles, from Western philosophy to Japanese comics, from Chinese literature to a collection of Internet hot words, which can be called " Colorful”.

Courage

"Running a business is like modifying a racing car. We should not only make it more powerful and control better, but also ensure a safe driving speed." This is Tao Shiquan The way of running a business is Jiang Xiaobai’s current business style.

According to the traditional liquor routine, the first priority after a new product is launched is to attract investment. "But we have rejected many dealers. We believe that we will not do it if we are not sure of the market. All opportunistic behavior will have to be paid by ourselves in the end." Tao Shiquan said, "Jiang Xiaobai is going to do it for the long term. Value business is not a speculative business. Some people think it can make money, so they devote resources to it. They may give up after a few years if the profit does not meet expectations. For this kind of business and partners who are eager for quick success, we will give up. I don’t like it from the bottom of my heart.”

When talking about how to handle the relationship with manufacturers, Tao Shiquan said: “Jiang Xiaobai’s search for a dealer is like finding a wife. First we must like each other, and then we can cooperate. Can't 'divorce'. "Having the same values ??as Jiang Xiaobai and a clear understanding of brand operation are one of Jiang Xiaobai's criteria for selecting dealers. And Jiang Xiaobai never threatens dealers with tasks, nor does he pressurize dealers for goods. And dealers have no tasks or payment requirements. They only need to follow Jiang Xiaobai's strategic plan. "Not only do we not suppress goods, we also maintain an appropriately conservative strategy for placing goods to keep the market hungry. Only in this way can we stabilize market prices and increase dealers' return on capital," he said with a smile.

I have to say that this is Tao Shiquan’s courage, and it is also a kind of wisdom. Relying on this 30%, Jiangxiaobai has achieved the status of a mainstream brand in the Sichuan and Chongqing markets. It has gained extremely high consumer awareness, especially the loyalty of the post-80s and 90s generations, and has maintained high performance in recent years. improvement.

Jiang Xiaobai regards the Sichuan market as an important link in the development strategy and a hard nut that needs to be broken down. "Liquor should not enter Sichuan" is the common sense of almost all wineries. With Sichuan's six golden flowers and a dozen powerful brands, there are well-known wine companies in almost every place. The competition is the most fierce in the country. , many large wine companies will not easily touch the Sichuan market. Consumers in Sichuan know wine very well and are very picky about the taste of wine. It can be regarded as a highland for consumer taste testing. It took Jiang Xiaobai three years to become mainstream in the Sichuan market. He just wanted to crack the hard nut and pass this test to gain courage for his future development.

For Tao Shiquan and Jiang Xiaobai, 2016 is a year worth looking forward to. If confidence comes from self-confidence, then courage is more about choices. "In the future, we will increase the introduction of talents. We are an innovative enterprise. As the enterprise develops, we need new blood to join this business. Jiang Xiaobai's requirements for talents are actually very simple and professional enough. We welcome everyone who is a 'big guy' and has ideas." It is said that this year, Jiang Xiaobai will expand its staff from the existing 200 to 400, doubling the number of employees to lay a firm foundation for the next step of accelerating development. talent base.

Heroic

"Jiang Xiaobai will set the highest shipping target for special markets, but it must not exceed this standard." Tao Shiquan said that Jiang Xiaobai does not need quick success and quick profits. What he values ????is the healthy development of the market. "Eating a fat man in one bite may not be a good thing, nor does it conform to the underlying logic of business." Compared with the beautiful data, Tao Shiquan believes more in his deep insights into the liquor industry and rational judgments about the local market over the years.

There is no supervision from the State-owned Assets Supervision and Administration Commission, and there is no operating pressure like listed companies. This is the advantage of Jiang Xiaobai's flexible and free development, so he also takes short-term financial indicators such as turnover and profit relatively lightly. Pay more attention to brand cultivation, consumer cultivation and healthy development of the market. "When we can run one hundred or two hundred yards, we will naturally get more and more generous profits, and I think this number will be amazing."

The reason why this can happen mentality stems from Tao Shiquan's extremely optimistic attitude towards the future of the industry: "Accepting liquor is not a problem for the new generation, but what kind of liquor they accept is a real problem. In the golden decade of the industry, high-end wine has a bubble, but after the bubble, there will be real High-end brands; younger liquor for the new generation has bubbles, and only after the bubble has passed will there be a real new generation brand. ”

In Tao Shiquan’s view, the overall trend of the liquor industry will emerge in two to three years. Short-term fluctuations are normal. On the contrary, China's liquor production and sales only account for about 5% of the global market. This figure is extremely unreasonable: "In the future, it should be roughly the same as our population, and the total domestic consumption will increase and trend towards Overseas market expansion is an inevitable trend in the next ten years. Jiang Xiaobai only needs to maintain imagination for the market, down-to-earth execution ability and sufficient patience to achieve long-term value. The future is worth looking forward to.

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