Jiang Xiaobai has entered a difficult second stage, can Jiang Xiaobai tell a new story?

In the summer of 10 years ago, Chongqing once reached 43 degrees Celsius in the west, and the ground temperature was even closer to 60 degrees Celsius.

In the heat, a man wearing a peaked cap appeared at the local electronic school interchange in Chongqing.
He stood in front of the grilled fish shop, selling his liquor to the shop owner.

The electronic school interchange is said to be one of the most congested interchanges in the city that year.

Exhaust gas, whistle and noisy cicada screams have already made the grilled fish shop owner anxious.
He watched a few words and didn't send him away, and finally promised to put the wine in the shop for a try.

The man in the hat is the founder of Jiang Xiaobai, one of Jiang Xiaobai's early storefronts in Chongqing.

In the next 10 years, this young liquor brand quickly penetrated from Sichuan and Chongqing to the whole country.

It slowly slipped to markets such as Anhui and Henan, where liquor is the most difficult to enter, and achieved a rhythmic explosion.
increase.
This has attracted the attention of investment institutions such as Hillhouse, IDG, and Huaxing.

After that, it is estimated that Jiang Xiaobai himself did not expect that followers would flood like a tide.

According to media statistics, since 2012, hundreds of small liquor brands have emerged in the Chinese liquor industry, setting off a frenzy of copying Jiang Xiaobai.

Unconsciously, Jiang Xiaobai became the only new national liquor brand since 2003.

At the same time, the entrepreneurial wave in the consumer goods sector is also surging.
New consumer brands such as Hey Tea, Perfect Diary, and Bubble Mart have emerged rapidly.

In recent years, Jiang Xiaobai has paid tuition fees and suffered setbacks.

It is a positive and innovative element for the industry.
It has found a new breakthrough direction for many liquor brands with local characteristics.

Some time ago, a review article by the founder of Jiang Xiaobai was circulating on the Internet, and the outside world only noticed that Jiang Xiaobai had been ten years ago.

Jiang Xiaobai's luck

Jiang Xiaobai's luck

The liquor industry is by no means as simple as outsiders think.

This is an industry with high capital costs and innovation costs.
First of all, you have to have a brand that consumers are familiar with before you can buy it, because there are too many Chinese liquor brands; at the same time, you have to have a winery and build your own wine.
The factory cannot do without huge capital and time investment.

When the brand was first created in 2011, Jiang Xiaobai had no name and no surname, no capital to back him up, no old wine and famous wine resources, and he did not start the market.

According to local media reports in Chongqing, Jiang Xiaobai was actually very difficult when the team was just set up.

Leading companies can select talents from 985 and 211 colleges and universities.
Jiang Xiaobai only recruits fresh graduates, junior college students, and even talents.
Set up a shed in the market and install a tweeter to recruit people.

In fact, Chongqing has the genes for heavy industry, but the genes for consumer goods are lacking.

It is actually a small probability that Jiang Xiaobai can kill the whole country here.

I have to admit that people of ordinary origin are often more able to endure hardships and fight harder in the face of fate.
It is said that in order to get a spot in Chongqing, many employees of Jiang Xiaobai who had just arrived at work took the initiative to move heavy drinks back to their rental houses one by one, because they had to move faster after get off work.
Went to various restaurants to promote sales, give wine, and display goods.

In those years, there were many people wearing Jiang Xiaobai's work clothes in the food stalls, barbecue stalls, and hot pot restaurants in the streets and alleys, drinking with customers, helping them to clean the table and smash their hands in order to build a good relationship with the restaurant owner.

Later, Jiang Xiaobai emphasized an organizational culture called "Xiaobai Spirit".
To put it simply, the so-called Xiaobai spirit means that a child without an umbrella can only run desperately on your own.
As a little brother in the social pedigree, the most important thing is to rely on yourself.

Liquor is essentially a business of time.
Many laymen will mistakenly think that this business is very simple, that is, three catties of grain and one catty of wine.
In fact, the intermediate time and capital cost are ignored.
It takes years for liquor to become old liquor before it can be sold.
It takes money to build a winery, and it costs money to settle old wines.
This is actually an industry that requires patience from participants.

At present, Jiang Xiaobai is actually the logic of the rear-view mirror, but in essence, this company has not become a short-lived brand.
The most fundamental thing is that it did three things right.
One is to quickly build the brand and let consumers know.
It; The second is that the channel has penetrated into the capillaries of the major catering terminals in China; most importantly, it has completed a whole brewing industry chain at a very fast speed.

The starting point depends on the flow, and the continued success depends on the supply chain.
It is said that after receiving institutional capital support such as IDG and Hillhouse Capital, Jiang Xiaobai is like "borrowing from the sky for 100 years".
He has successively spent more than 2 billion yuan in the birthplace of Southwest Qingxiang sorghum liquor and quickly perfected the industry.
Chain, this is the basis for Jiang Xiaobai to become a national brand in the later period.

If these three things are not done well in terms of flow, channels, and industry chain, or if they are not done fast enough, Jiang Xiaobai will not be Jiang Xiaobai.
Like some innovative brands that started at the same time, it may be defined as an Internet celebrity brand, and then slowly disappear from people's vision.

A reporter from Tiger Sniff asked earlier that since 2012, social media dividends, capital dividends, and market dividends have been stepped on by Jiang Xiaobai in several eras that can be seen.
Is this Jiang Xiaobai’s luck?

The final conclusion is that it is luck, but this kind of luck is more like an instinct forced out in order to survive.

Jiang Xiaobai's fate

Jiang Xiaobai's fate

In fact, when Jiang Xiaobai was born, he seemed to be "a little memorable".
The main consumption scene of this company is the offline catering terminal.
This consumption scene is actually not the mainstream scene of liquor consumption.
What it eats should be a very "leftover" piece of this industry.

Around 2012, Chengdu Chuntangjiang Xiaobaimian was on the market.
Soon after, the relevant ministries and commissions of the State Council demanded strict control of the consumption of "San Gong".
The price of high-end liquor began to fall, and the entire liquor market was wailing.

According to some local advertising agencies in Chongqing, Jiang Xiaobai had no money to advertise at that time, and all employees including the boss went out to interact with users on Weibo, and used the cheapest way to communicate with consumers.

Later, many people thought that Jiang Xiaobai was able to get up because he spent a lot of money on marketing, but the magic of this company is precisely the very low investment in marketing budget.
It mainly relies on content to gain momentum and exchange traffic for content.

However, the national brand that has been so painstakingly managed will encounter a trademark war again around 2019.
After several painful lawsuits, the Supreme Law pronounced that Jiang Xiaobai was still Jiang Xiaobai.
Then in 2020, there was a sudden epidemic.

When the New Year party atmosphere was supposed to be lively and lively, the pause button was suddenly pressed.
Almost all restaurants and retail scenes are closed for a long time, and Jiang Xiaobai's main income comes from the gathering of friends in the restaurant.

It is precisely in 2020 that the Chinese alcoholic beverage market has clearly entered an era of low-grade alcoholism, and several new alcoholic beverage brands that have emerged are eye-catching.
Among them is Meijian Green Plum Wine.
From JD 618 to Tmall Double 11, the brand has been drunk by consumers to the top of the list of major fruit wines.
It can be regarded as a rare innovative wine brand that has blossomed online and offline in recent years.

Many people are curious, how did Meijian get started? Because according to the traditional brand model, Mei Jian did not take many promotion actions, and he did not follow the established script.
However, people familiar with the matter said that Meijian has already completed the main layout of major cities, and it is difficult to find a business.

Obviously, there is no overnight fame in the business world.
Compared with the glamour that the outside world sees today, the grind and hardship behind Meijian are more worthy of intriguing.

Its official listing is around 2019, but some other information can be found from Jiang Xiaobai’s earlier media reports: About 4 or 5 years ago, the company established a new alcohol and beverage related business department internally, focusing on green plum wine and other wines.
Kinds of research and development, including continuously targeting high-quality green plum production areas at home and abroad, and absorbing and introducing a number of national judges.

According to a section of Jiang Xiaobai’s internal speech, the company suffered a major impact from the epidemic in 2020, but this pressure has forced two other trump cards: in the second half of 2020, it has already had two categories of products.
First in the industry.
One is green plum wine, and the other is fruit-flavored liqueur.
It seems that this advantage has continued into 2021.

"Now you go to various offline restaurants in Sichuan and Chongqing to see how strong the momentum of these two products are, and they also attach great importance to them internally.
" said a person close to Jiang Xiaobai.

Ten years of hard work has two gains.
How can a brand based on innovation enhance the endurance of innovation through the second curve? This is actually a common problem that many consumer brands will encounter in the next stage.

Deep water area on the way

Deep water area on the way

In the past few years, the communication interface of many new consumer products represented by Jiang Xiaobai on the Internet has been like a messy "barrage.
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