China Food

Jiang Xiaobai surpasses Jiang Xiaobai


 


愿你心有所安,仍怀赤子之心。

 

Text: Shen Shuaibo

Source: jinbubo Finance (ID: jinbubo)

 
看到标题很多人会本能反应:辣鸡作者!下面要开始尬吹江小白了!?
那对不住,我能让你猜透?
一年前,我在《江小白的第二曲线》一文中写到:
某种程度上,这是发生在一个承续千年的传统行业里的反内卷之争,是赌中国白酒在既有的存量市场之外,是否还存在着“另外一种可能”。
尽管前一阵“江小白的郑重声明”很火。
但我想站在中国白酒的产业现实和逻辑下,确认下“另外一种可能”,是否存在?
Our internal research team has done some interesting research before. We hope to see the real image of the brand in the eyes of consumers by collecting the real evaluation of consumers on various platforms. When analyzing Jiang Xiaobai’s data, we found a magical phenomenon: his actual users received 99% praise; Non actual users are basically scolding.
the scolding point is also very concentrated: 1 it’s not good to drink. 2 low end. 3 marketing.
first, I am not a heavy user of Baijiu, and I think Baijiu is not good at spicy food. But each radish and cabbage has his own love. I respect others’ taste and hobbies.
secondly, as for the so-called high-end and low-end, I think drinking is for fun. At the same time, we do what we can. We have to think that very expensive Maotai and high-end Maotai are good wine, so we despise others. To some extent, it is also a kind of greasy and swelling. You have time to look at the history of Chinese wine. Maotai flavor has become a monument in people’s hearts in recent decades. In the past, the so-called upper class society didn’t drink this. (check out the history and come back to battle)
third, if a company can work for ten years and grow bigger and bigger, as long as its brain is normal and rational, it should be understood that it must rely on more than one-sided operation, such as channels, such as marketing.
when you see here, some people can’t sit still.
don’t worry, I won’t be embarrassed and want to find the truth.
“golden cover”

before analyzing Jiang Xiaobai, I want to talk about a story of a Japanese grocery store.
in 1899, a 20-year-old drugstore apprentice opened a shop that was too small to sell wine. After that, the business grew slowly. But in 1929, when the world economic crisis broke out, the apprentice wanted to find new opportunities outside red wine, so he brewed a whisky for the Japanese.
this whisky imitates the traditional Scottish techniques and has a strong smoke smell and peat smell. The Japanese who are used to sour, sweet and refreshing sake don’t like this strange taste. Many people reflect that it’s “terrible to drink”. Moreover, the free drinking of whisky also makes the traditional etiquette and customs a little uncomfortable.
this is clearly a failed attempt.
standing in the dimension of the great historical view of business and doing “another” thing outside the mainstream means that it is different, and different will inevitably lead to the confusion and counterattack of the “same school”.
but Jiang Xiaobai seems much luckier. Since 2011, this simple wine brand has not simply gone the way of traditional Baijiu, but has enlarged and enlarged a subdivision of Baijiu.
in the global liquor market, Chinese Baijiu has not been widely recognized as whisky or vodka. What is the reason?
one Chinese Baijiu is very strong, the global mainstream alcohol is about 40, while Chinese Baijiu mostly above 50 degrees. Secondly, the Chinese Baijiu is different in technology. China’s liquor lovers value the taste of distiller’s grains and cellar mud. It seems to be a “rotten” flavor for many foreign consumers.
Jiang Xiaobai looks at Baisha Town in Chongqing where he is located. The sorghum wine here has the aroma of flowers, fruits and pine nuts, which is mellow, sweet and soft. Therefore, he fully released the advantages of this wine and made it the “greatest common divisor of the taste of all mankind”, which is similar to the taste of international spirits. Then there was Jiang Xiaobai, an innovative product in the last decade, which sold 1.1 billion bottles of Jiang Xiaobai.
the Japanese tried to replace Japanese localization with internationalization; Jiang Xiaobai is to make China localization and internationalization.
however, jiangxiaobai seems not so lucky, just as the Japanese criticized local whisky 80 years ago. In his “100 solemn statements”, Jiang Xiaobai blacked himself with netizens’ words: “dogs don’t drink” “can only fall to the ground”… This is only the epitome of many criticisms.
eight years after his whisky was ridiculed, the Japanese drugstore apprentice launched a blended whisky in 1937, which tastes soft and caters to local tastes. Since then, this whisky product has gradually opened a magnificent century situation in Japan.
in the 10th year of its birth, Jiang Xiaobai also launched a new Jiang Xiaobai, “golden cover”.
since September, the liquor industry and the national Baijiu experts have been repeatedly crowded to launch blind tests against Jiang Xiaobai’s “golden cover”. But the results were somewhat surprising: the wine was “not as good as jiangxiaobai”, “how did jiangxiaobai suddenly become better”, “I didn’t expect sorghum wine to be so good”, “jiangxiaobai’s third generation wine body completely surpassed the past”…
from the product level, it was almost one-sided evaluation results, “jiangxiaobai surpassed jiangxiaobai”.
make complaints about Jiang Xiaobai before, but Jiang Xiaobai is almost completely new.

supply chain

the apprentice of drugstore is Shinjiro niai, and his company is now called Suntory.
yes, it’s Suntory who sells oolong tea. Many people don’t know. In fact, he is the king of the wine industry. In 2020, Suntory’s revenue will be 126.5 billion yuan, two more Luzhou Laojiao than Maotai’s 94.9 billion yuan. The case of
Suntory was mentioned at my annual conference “great compound interest” last year, because I saw a brand’s ups and downs lifeline. At the beginning of
, we constantly learn the world’s excellent technology and product logic, and adjust ourselves after setbacks. When we are successful, we do not lie on the top of success. Every generation is conscientious and innovative.
of course, Jiang Xiaobai cannot be compared with Suntory, but Jiang Xiaobai has the shadow of Suntory in his early years.
Jiang Xiao Bai, from the junction of Guizhou Sichuan and Chongqing, grew up on the side of the liquor factory, becoming the only newborn brand in the Baijiu industry in the past twenty years. For ten years, the wind and light have been staggering. But anyone who knows about the Baijiu industry will understand how difficult it is to grow from zero to one baijiu.
is not just a dispute over the taste of products. At first, the emergence of jiangxiaobai also led to a series of crustal movements in the industry. At the busiest time, nearly 1000 small wine brands emerged in China. Ten years later, the hustle and bustle of that year has ended. Nearly 1000 brands with broken halberds defeat each other, and only Jiang Xiaobai has beaten for ten years, and has completed the leading scale of liquor making in the field of Fen flavor baijiu.
in the final analysis, the Baijiu industry looks traditional, but in fact, it still has its own threshold and rules for many years. It is by no means a job done by light capital production capacity, but a heavy asset and hard business related to time.
many people outside the door will think that a few kilograms of grain and a kilogram of wine are difficult. The time and process cost are often ignored. The core competitiveness of Baijiu is actually brewing technology and brewing environment plus time. Not only do we have old cellars, mature techniques, but also enough old wine, all of which need to be tolerant of loneliness and do not invest in the short term.
if you just want to sell goods and make tens of millions a year, finding a winery OEM can reduce the financial pressure and deal with the flow or channels. But if you really want to be a brand, you can rely on the flow, but if you succeed, you must have your own brewing industry chain.
starts by flow and completes the supply chain.
in the supply chain, Jiang Xiaobai borrowed from Tian for 50 years.
founded Suntory for more than 40 years. During World War II, its whisky factory was flattened by fire and its development was interrupted. After that, the second generation of Georgia jingsan joined the enterprise and rebuilt the factory in 1946.
in the initial stage, Jiang Xiaobai has to lay out the whole industrial chain. Later, with the help of the capital market, hard power accelerated significantly. A group of people in the mountains and rivers in the southwest have smashed 3 billion yuan. It is reported that the annual production capacity of the winery is 65000 tons of raw wine and 48000 tons of old wine, which are not small figures in the wine industry.
just after the Spring Festival in 2021, I took my team to Jiangji winery, jiangxiaobai’s winery in Jiangjin, Chongqing. There are continuous factories, and a large number of one person high wine jars are stored in the basement for storing old wine.
at the same time, Jiang Xiaobai planted sorghum himself. With the winery as the center, nearly 10000 mu of Sorghum Planting Base will be expanded nearby. It is said that in the next 3-5 years, the farm may radiate sorghum to 20000 mu.

when we visited, the sorghum field had not been sown. Residents near
told me that it used to be farmers’ own land, scattered and not large-scale. As more and more locals go out to work, many fields have fallen into desolation and overgrown with weeds. Unexpectedly, in just a few years, it has become a sorghum field all over the mountains.
for a liquor enterprise, the layout of the whole industry chain can not only ensure stable products, but also have a broad imagination space.

another good wine

after the inspection, I didn’t make any reports or draw any conclusions because I needed time to test.
in the second curve of Jiang Xiaobai, I mentioned:
“I don’t think he is a passer-by with Fenjiu now, because Maotai still wants to take the development path of social currency.”
“I prefer to classify jiangxiaobai into the category of whisky, vodka and refined beer.” My judgment is not wrong. Tao Shiquan, founder of jiangxiaobai, said in the “pit declaration” on the 10th anniversary:
“jiangxiaobai’s face is only 1 yuan.”
“not every bottle of wine, not everyone needs to show it with price and face.”
“we want to be famous wines like Jonny walker, Chivas, absolute vodka and Bacardi.” This directly announced that Jiang’s position was amended, and he preferred to make a “national ration wine”, which is not a way of the traditional Baijiu liquor on the high side, and the “youth wine” at the early stage of the founding is no longer a way. Jiang Xiaobai,
‘s “youth wine”, will make the product emphasize “light”, “pure” and “low” to satisfy the young people’s lack of love for baijiu. However, when jiangxiaobai’s positioning becomes a “Pan national” wine, it changes from the audience to the product to the brand.
the crowd is broader: it does not emphasize young people, but emphasizes youth, and emphasizes “true friends” – which has nothing to do with age. The taste of
products is also richer: it is necessary to make high alcohol, such as 52 degree golden cover; The fruit flavored sorghum wine of more than ten degrees before should also continue to be rolled out.
but all products still have a kernel: “it’s really delicious”. Chinese Baijiu liquor has long been short of real good quality grain ration wine in the long time since
. Most of the rations only achieved parity but failed to achieve “high quality”. Because the definition of quality is about equal to “good to drink”, but the definition of “good to drink” is blurred. Many wineries decide what wine to produce, decide what wine to drink for consumers, and then define this wine as “good to drink”.
you can forget the flavor of wine, forget the difference between Chinese wine and foreign wine, and figure out what is “really delicious” from the pure tongue instinct.
Jiang Xiaobai mentioned that there are six criteria for a really good drink:
first, it’s really good to eat. Second, it’s really good to match the food. In addition to the good taste of the wine itself, it should also match the dishes well. Third, really sober up, don’t have a hangover, and don’t affect the next day’s work. Fourth, I really feel good. After drinking, I don’t have dry mouth and headache.
these four criteria are true. But I think the other two criteria can be ignored, “it’s really grain wine” and “it’s really old wine”. Many cocktails are mixed with fruit juice drinks. They are very delicious, but does it need to be old wine?
perhaps this is a compromise made by “Xinxin jiangxiaobai” to tradition.

as for the level of ration wine, I think the wine with daily self drinking as the core and no pressure social networking is called ration wine. Ration wine is about equal to affordable and affordable products. For example, Jack Danny whisky, absolute vodka and Zhenlu Shaojiu are all high-quality and affordable ration wines. Jiangxiaobai has a sales volume of more than 200 million bottles a year, with a small bottle of 22 yuan and a golden cap of 108 yuan. It has experience in the taste of new wine. In my opinion, jiangxiaobai has already belonged to the category of national ration wine.
– don’t make a fuss. Those cheap edible alcohol blended wine with a bottle of more than ten yuan have the attribute of “ration”, but they don’t have the level of “high quality”.
high quality parity is a kind of ability, not a slogan. It’s the same in any industry.
if you rely on outsourcing manufacturers and do not have your own production line, it is impossible to give consideration to high quality and low price. Only when we start from the source of brewing, plant sorghum, build our own winery and conduct in-depth research and development can we achieve taste optimization and quality control, improve the efficiency of the industrial chain from raw grain supply to production to channel system and reduce costs.
the final price of jiangxiaobai’s third-generation “golden cover” with 52 degrees and a kilogram is only 108 yuan. Most of the wines of the same grade on the market are more than 300 yuan. Without the efficiency support of the whole industrial chain, it is difficult to find a balance between high quality and parity.
has always been highly adaptable to diversified scenes, whether in bars, restaurants, tourism or at home. In addition, the plasticity of jiangxiaobai sorghum wine taste is still very strong. It can be mixed with iced pure drinks, and the cyclical impact of light and peak seasons in winter and summer is very weak.
has penetrated into all levels and corners of national wine consumption. This kind of jiangxiaobai even has the taste of returning to the mainstream.

on the street, for most Baijiu enterprises, online sales account for less than 10%, and offline channels are crucial.
among the countless business owners I have met, people in the to C industry are divided into two distinct schools. One is that channels are king and terminals are king. They originated in the era of weak brand awareness. Occupying channels means occupying everything. The other is that brands are king. Unfortunately, many of them have not become big.
because the Chinese market is extremely bloody. If you just have a brand belief and don’t have a lot of ability to fight bayonets, in fact, you can’t stand the day when your core competence comes into use. This is why many brand executives of large enterprises can’t start their own businesses. If both are strong, they are basically kings, such as nongnongshan spring.
, and Jiang Xiaobai’s delicate flavor Baijiu actually has a unique advantage.
because of frequent business trips and I like to visit many cities, I found an interesting phenomenon during my visit: in restaurants in the north, the most wine on the wine cabinet are Niulanshan Erguotou, Fenjiu and jiangxiaobai; In the south, jiangxiaobai and Xiaolang liquor are everywhere.
is different from the Baijiu liquor Bureau of high-end restaurants. The closer to the real mass consumers, the more popular the liquor is. In other words, in the mass market, consumers pay more attention to the combination of meal and wine, not just wine tasting. Therefore, the “sauce wine fever” we often hear now is more like the heat in the liquor Bureau, and the main battlefield of the Fen flavor Baijiu is still in the folk with fireworks and gas.
at present, jiangxiaobai’s products are all over small restaurants, roadside stalls, large stalls and small supermarkets at catering terminals, entering more than 2 million terminals nationwide, covering 80% of the country’s regional market.
the following picture is taken by me in Xining, Qinghai, Guiyang, Guizhou and Luoyang, Henan.

terminal catering channel has become the basic plate of jiangxiaobai’s business. However, it is not so much jiangxiaobai’s deep cultivation channel as conforming to the preferences of mass consumers.
for Jiang Xiaobai, such as instant consumption characteristics of products, the closer the better consumers, it is better to directly send products to consumers before, and then with the “fragrant hot Baijiu” hot in the objective existence of the phenomenon of a benign cycle, also made Jiang Xiaobai’s “national” status.
therefore, after occupying the offline channel terminals that go deep into China like capillaries, jiangxiaobai has an infrastructure that continuously superimposes multiple categories, varieties and brands.
in the summer 10 years ago, Chongqing once reached 43 ℃, and the ground temperature was close to 60 ℃. In the heat wave, Tao Shiquan stood at the door of the roast fish shop and sold his Baijiu to the shopkeeper. It was one of the stores that Jiang Xiaobai had taken early in Chongqing. Now, Tao Shiquan still often runs to the market by himself, sweeps the streets in small street barbecue shops, and occasionally sees consumers drinking jiangxiaobai, so he goes to talk to them.
10 years later in winter, Tao Shiquan is still running the streets, looking for “real friends” in the streets and listening to the “real voice” of consumers.

“play real”

traditional consumer goods are packaged and sold by the marketing department after the product is developed, and then the product is introduced to various channels.
the communication between brands and consumers is limited, and most of them export brand information unilaterally. After more than 40 years of reform and opening up, China has shifted from a planned economy to a market economy, and commodities have gradually enriched from scarcity to dazzling. For a long time, price advantage and complete varieties have been the main factors considered by consumers.
today, the business environment and consumers are different.
starting from the initial “expression bottle”, jiangxiaobai can be said to be a brand that has gained momentum due to co creation with users. This time I will not talk about “expression bottle”, I want to talk about Jiang Xiaobai’s user management and practice.
inside jiangxiaobai, there is a conference called TBP, which was held for the second time this year. Tao Shiquan is named after “the best product” and “ultimate product”. When introducing the ultimate product concept, Tao Shiquan said: “if you want to be one of the best products, you should adhere to the ‘TBP ultimate product concept’ and ‘user-centered’. These two concepts support each other, both inside and outside, cause and effect each other, and produce a flywheel effect.”
says that there are many “user-centered” enterprises and brands, but few users are really satisfied. From the popular mixed drink “lover’s tears” in 2018, to the user co Creation Conference in 2019, and then to the “winery supporter activity” in 2020, Jiang Xiaobai’s user value has been one of the core competitiveness of the brand.
this may be the reason why jiangxiaobai’s real users have a high evaluation. Without real contact with jiangxiaobai’s consumers, they can’t realize the “effective communication” among them.
on the 10th anniversary, Jiang Xiaobai officially stated that he would give 1 million bottles of “golden cap” products, encourage users to taste and make bold comments, and said that he would accept the words of hundreds of families and promised not to delete posts regardless of good or bad comments. Sure enough, the user is the father.
“brewing really good wine, serving real friends and accompanying real moments are our strategy for the next decade.” Tao Shiquan said so in the “pit declaration”.  

shadow
after Suntory’s second-generation successors rebuilt the company, they encountered the same problems as today’s China. Young people don’t like drinking spirits. Suntory immediately promoted the cocktail drinking method “high ball”, mixing whisky with water or other drinks – isn’t this a way of playing “really good”?
since then, this drinking method has rapidly become popular in Japan, and the sales of Suntory’s whisky have increased greatly. Today’s Japanese prepared wine is the largest wine category, beer is the second, whisky is the third, and then the traditional Japanese sake.
Suntory later entered the fields of beer, beverage and food, acquired the American whisky brand, and became a world-class liquor giant.
of course, it’s very difficult to expand each new category. I won’t describe it here.
what I want to say is that in the development of Suntory for more than 100 years, each generation has introduced new things, constantly broke through the category mind, looked for incremental markets, carried out multi brand decentralized management, and created various non-existent new things and species.

and Jiang Xiaobai growing obliquely from a pile of old brands has turned into an old brand among today’s new consumer brands. I found the shadow of Suntory in it. Chinese Baijiu Baijiu
Jiang Xiaobai is a new star in the world of liquor. It may not be the mainstream brand of Chinese liquor, but it is already a major brand of Chinese baijiu.
it did open up another possibility of Chinese baijiu.
today, in the Chinese market, the new brand of crucian carp is intensively sticking out its head and waiting for the opportunity to leap the dragon’s gate.
I am always excited and look forward to recording the growth history of a Chinese brand in the next century. However, most start-up brands, whether because of necessity, lack of top design, or still fast money thinking, focus entirely on traffic and gimmicks with short-term goals.
as an entrepreneur, I know that to be a brand is like the difficulty of Shu Road, but it is difficult to go to the sky. Therefore, whenever those who have the ambition of green clouds appear, they are particularly happy.
the rise of each generation of brands is different. They face different environments and consumers, but their paths to breaking the situation are similar.
I still believe what Drucker said that those enterprises that are truly successful in the end must have done something, can move from excellence to excellence, and can constantly make self revolution.
so are those really excellent people. They must be humble, open their hearts to the world and keep learning. They are self-discipline and self-improvement. And that’s what you and I strive for.
may you have peace of mind and still have the heart of a child.

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