Do you still remember the popular "Jiang Xiaobai" a few years ago? It can often be seen in popular variety shows or TV series with its title or product placement, and it is placed in a conspicuous position behind the cash register of small restaurants, and also occupies the C position on the row of small bottles of liquor shelves in supermarkets.
is like the song "Ten Years" sang: "Ten years ago, I didn't know you", ten years later, back to a strange intersection. The fast-rising liquor brand has now gradually disappeared from the public's field of vision, and the speed of being forgotten is no less than the speed at which it became popular. Why didn't everyone buy it? How did it make its fortune back then? Now it's going to ** again? What can its rise and fall teach other liquor brands?
In today's article, I will review Jiang Xiaobai's development history, product system, advantages and disadvantages. In the next article, we will analyze the topic of rejuvenation of liquor, and what enlightenment Jiang Xiaobai's "ten years" can bring to business observers.
01 Development history
The development history of Jiang Xiaobai Company from its inception to the present can be divided into two stages, the first stage is from 2012 to 2019, and the second stage is from 2019 to the present. In 2011, the founder, Tao Shiquan, and several partners founded Jiang Xiaobai Liquor. In 2012, Jiang Xiaobai's small wine was born, and the sales of that year hit 30 million yuan. In 2014, Jiang Xiaobai's sales exceeded 100 million yuan; In 2014, sales continued to exceed 100 million; In 2015, the sales volume was 200 million; In 2016, sales exceeded 400 million. In 2017, the total revenue was 1 billion and the net profit reached 300 million; In 2018, the total revenue reached 2 billion; In 2019, the total revenue increased to 3 billion.
Jiang Xiaobai's positioning is very clear - "young people's liquor". Unlike other liquor brands that emphasize the quality of the liquor itself, its "Youth Pain Literature" advertising copy is unique and has been recognized among young people at once.
After tasting the sweetness of this kind of advertising and marketing, Jiang Xiaobai continued to spend a lot of money on promotion, it can be said that there is a rate for young people, and Jiang Xiaobai is there. For example, the popular TV sets of the year "Mr. Good", "Passing by Your World", "Late Night Canteen", as well as variety shows "This is Street Dance" and "China's New Rap".
Driven by the huge volume, Jiang Xiaobai's sales have also increased by leaps and bounds. If you only look at the revenue growth rate, from 2013 to 2017, it even surpassed Moutai.
2019 is the peak of Jiang Xiaobai's performance. Since 2020, its revenue has slipped to 2 billion. The market share has also increased from 20%** at its peak to 05%。After that, the evaluation of it was almost one-sided and negative - "unpleasant", "poor quality", "easy to get started", etc., and some people even said that it was not made from grain, but was blended. Jiang Xiaobai later justified his name with the authoritative certification of pure grain wine: its process belongs to the Sichuan school Xiaoqu fragrance type.
and its "high quality, low price" has also been criticized by everyone. I checked it on Jingdong, and the average price of a bottle of 40 degrees and 100 ml Jiang Xiaobai is about 13 yuan, while the 56 degrees and 100 ml red star second pot of low-end liquor is about 6 yuan, which is obviously more cost-effective.
After experiencing the rapid development in the past few years, consumers have lost their freshness to this marketing method, and even a little aesthetic fatigue. In 2022, it is rumored that Jiang Xiaobai will lay off employees on a large scale, accounting for about 30% of the company's total number of employees, covering production, sales, brand and operation.
The small bottle of liquor can't be sold, but Jiang Xiaobai is not lying flat and rotten. On the one hand, it actively explores new categories, and in 2019, it founded "Umemi Fruit Wine", which focuses on green plum wine, and has achieved certain success in the market segment; In 2020, it launched the fruit-flavored low-alcohol liquor "Fruit Cube", and it is said that the sales of the Fruit Cube series have surpassed Jiang Xiaobai's liquor series. Jiang Xiaobai also opened Jiang Xiaobai in Sichuan, Chongqing and other places one after another, and the selling point is still trying to create an offline consumption scene for young people through text marketing. At present, only two of Jiang Xiaobai's six taverns are still in business.
On the other hand, it is also trying to make up for the shortcomings in quality, establishing a special sorghum planting base and expanding the cellar pond. In 2021, the new gold cover and silver cover will be launched, these two products can be said to be the beginning of Jiang Xiaobai's attention to wine quality, compared with the quality of small wine, the quality has been very different, but the market response to this is very flat.
02Main products
1.Jiang Xiaobai wine series.
100 ml, small wine with a copy on the bottle, the most common is the 40 proof small wine 401 in the blue bottle. It is said (I haven't drunk it myself) that Jiang Xiaobai's wine is good to eat, but the quality is not high, and the aftertaste is bitter and spicy. It is more suitable for young people who try liquor for the first time, but if you have a wine age of two or three years, you will not say that it tastes good.
So when it explodes, many people will buy it for its fame to feel it, but after a long time and the blessing of freshness is lost, the taste is generally higher than that of competing products, and it becomes a reason to dissuade consumers.
On Jingdong, 52 degrees Wuliangye crooked mouth (100ml)** is about 20 yuan, and 45 degrees crooked mouth Xiaolang wine (100ml) is about 16 yuan. The small bottles of wine launched by these traditional mid-to-high-end wine companies cater to young people in terms of taste and packaging, and they are also relatively close to the people, and they immediately compare Jiang Xiaobai to Jiang Xiaobai.
2.Plum wine series.
In 2019, we launched "Umemi Fruit Sake", and the packaging of this plum wine is very good-looking, and at first glance I thought it was a Japanese brand. In the first two years of its launch, sales were said to have grown by more than 100%. Plum wine is a kind of traditional Chinese fruit wine, and in "Romance of the Three Kingdoms", there is a story of Cao Cao's "green plum cooking wine on heroes". This product not only caters to the highly respected national trend, but also is more popular with young people because of its low degree and easy to eat. During the "618 and Double 11" period from 2020 to 2022, Meijian won the first place in Tmall fruit wine many times. According to public data, the total size of Meijian's retail market in 2022 will exceed 2.5 billion yuan. From the manufacturer's side, it has obtained more than 1 billion revenue, and sales increased by 144% year-on-year.
3.Jiang Xiao Baiguo Cube.
Jiang Xiaobai's Fruit Cube series has four flavors, a total of four flavors, namely white grape, peach, carman orange and mixed fruit flavor. Of the four wines, only the peach is 23 degrees, and the other three are all 15 degrees. Fruit Cube is to add juice to sorghum wine, and the spicy flavor brings the sweetness of the fruit, so that many people who are afraid of liquor dare to try it. It is said that the sales of the fruit cube series have surpassed Jiang Xiaobai's liquor series.
4.Jiang Xiao platinum cover & silver cover
In 2021, Jiang Xiaobai launched new gold and silver covers. The new product launch conference was directly held in Jiang Xiaobai's production workshop, proving to consumers that Jiang Xiaobai has a cellar pool and grain brewing, and also invited some national first-class wine tasters. The appearance of the gold cap and the silver cap is almost the same, only the wine bottle cap is different, among which the quality of the gold cap is better, and these two wines indicate that Jiang Xiaobai's liquor has some quality support.
03 Advantages & Disadvantages
Advantage. 1.Jiang Xiaobai, a company who is good at marketing, has a clear positioning, aiming at the consumer market of young people. Since its establishment more than 10 years ago, this brand image has never changed. In the fiercely competitive liquor market, it has neither a long history and culture, nor a famous liquor tradition, or even a place of origin mark, so it relies on waves of strong and eye-catching precision marketing, and it has sold well all over the country in two or three years, which can be said to have created a commercial miracle.
Although now everyone has no sense of this sensational copywriting, it can be seen from the new sub-brands behind it that its style of focusing on young people has not changed, and it can quickly find the blank spot in the market in terms of product positioning, and can cater to the aesthetics of young people in image packaging, and is more willing to spend money on marketing.
2.Ability to innovate.
At the beginning of its founding, writing a sentence on a small wine bottle with a small fresh** is Jiang Xiaobai's new attempt. In the past, the packaging of small bottles of liquor was generally simple, and even the packaging of big-name liquor was basically not interesting. Since Jiang Xiaobai, the wine bottle has also had a "personality" and "attitude", and I think that most people buy it because of the sentence on the wine bottle.
Tao Shiquan, the founder of Jiang Xiaobai, once said, "Wine is an emotional drink, it doesn't matter whether the wine is good or not, emotions are the ultimate killer", "Jiang Xiaobai is sold to people who don't drink". For young people like me who don't drink baijiu, this idea is subversive. Products with their own emotional labels can resonate with potential consumers, thereby promoting tentative purchases, and thus creating the first stage of Jiang Xiaobai's rapid development.
Since Meijian in 2019, Jiang Xiaobai has not stopped on the road of innovation, in addition to developing other categories of alcohol, he has also opened a tavern. Although the economic benefits of these innovations have not exceeded those of 2019, they have at least preserved the positive earnings of enterprises.
3.At present, Jiang Xiaobai has built a complete industrial chain in Jiangjin, Chongqing, covering an area of nearly 1,000 acres of Jiangji Winery and Donkey Creek Distillery, and nearly 10,000 acres of sorghum land, which has become the strongest liquor production enterprise in Chongqing. In October 2022, the people of Jiangjin District, Chongqing Municipality reached a strategic cooperation with Jiang Xiaobai Liquor Co., Ltd., announcing that they would make a strategic investment of 1 billion yuan in Jiang Xiaobai's brewing base, Jiang Ji Winery. After the completion of the capital increase, Jiang Xiaobai still has an absolute controlling stake in Jiang Kee Winery, with a shareholding ratio of 58%. The State-owned Assets Supervision and Administration Commission of Jiangjin District, Chongqing Municipality, holds 138%, becoming the third largest shareholder of Kong Kee Winery.
(To be continued) ......
Thank you fans and friends for your attention and reading, and in the next article, I will continue to analyze Jiang Xiaobai's development disadvantages and several enlightenments that its "ten years" have brought to the rejuvenation of liquor.