One statement was issued in 5 minutes, and 100 were issued in 8 hours. Jiang Xiaobai, who could not be reproduced, broke the circle again!

      If Durex is the ceiling of copywriting marketing, then Jiang Xiaobai is the bamboo pole that keeps piercing the ceiling...

Another operation is driven crazy!

      In the early morning of November 19, Jiang Xiaobai's official Weibo posted 100 Weibo posts in a row, uninterrupted for 8 hours, pushing it every 5 minutes, and each content was accompanied by a poster and copywriting . It makes people wonder if Jiang Xiaobai's operation and design hair on his head is enough.

      Through a whole hundred pieces of content, Jiang Xiaobai not only responded ingeniously to netizens' past doubts, but also expressed his new generation of products and corporate soft power in a humorous and funny way.

      很明显，这次惊动了全国所有运营和设计的营销，是因其品牌创世至今已整整10年，除了花费些脑细胞和头发外，效果还是非常显著的。事件发酵后，江小白微博话题阅读量破5亿，55家知名媒体争相传播，让人们再度感受到被江小白营销支配的惊喜。

      So, how many amazing ideas did Jiang Xiaobai, who is very good at marketing, have?

An unusual way to get out of the circle

      Jiang Xiaobai broke the circle for the first time because of the well-known bottle copywriting, but this was not entirely Jiang Xiaobai's own creation, but collecting materials through user submissions. Once adopted, it can be put into the bottle, greatly enhancing the user's sense of participation in the product. Users are both consumers and product manufacturers. The two completely different identities make users feel that their own demands are valued, thereby enhancing brand loyalty.

      Today's young people are growing up in the wave of the Internet, and every individual has a very personalized attitude. They like to realize themselves in the niche cultural circle and find a sense of identity.

      Jiang Xiaobai started from the younger niche market. In order to make the brand highly compatible with young people, Jiang Xiaobai began to integrate across fields, creating the YOLO concert, JUST BATTLE street dance competition, "I am Jiang Xiaobai" exclusive animation IP, etc., which deeply imprinted his brand culture in the hearts of young people.

      In addition to crossing the border, Jiang Xiaobai's "sexy operation" that hits people's hearts is not only that.

      In Jiang Xiaobai's live broadcast room not long ago, a netizen purchased the handwritten calligraphy of Jiang Xiaobai's founder Tao Shiquan, but was called by the customer service to inform the order that the order contained "hidden easter eggs" - a gift of one acre of land in Jiang Xiaobai's farm. Although it was only one year's use right, this wave of operation really attracted Jiang Xiaobai's attention.

      During this year's Double 11, Jiang Xiaobai launched the "Life One Life" wine. Users need to spend 11,111 yuan, and they will receive a box of wine every month in the future until the customer dies... A truly hard-core life, you can get your money back after drinking it for 19 months.

      Jiang Xiaobai's idea is unprecedented, including 100 statements on Weibo, which has attracted countless competitors to follow suit.

      In addition to refreshing marketing, Jiang Xiaobai also implanted IPs in the wine chat scenes of major film and television works, such as "Mr. Good" and "Little Farewell", and the classic line "Dumplings are like wine" was even more popular.

      Jiang Xiaobai, who aims at young people's social interactions, also specially held a "Little Appointment in Winter" event every year, inviting fans and their friends to create a realistic circle of friends, and through scene-based marketing, the brand culture of "Xiaoju Xiaodian Xiaoshi" penetrates the fan circle, so that the wine is no longer bound by social engagements and becomes a catalyst for true feelings and emotional resonance.

      Thinking about what young people think and seizing the minds of young people from multiple dimensions, Jiang Xiaobai has reached a high degree of compatibility with young people with his feelings.

Does Jiang Xiaobai only have “expressing strength”?

      Jiang Xiaobai is very popular today, but in 2012, it was released amidst doubts. Without strong brand power, brand endorsement, channel resources, and strong capital as a backing, Jiang Xiaobai only has a creative new product and a blueprint that cannot be seen!

      However, it has been criticized for being "only able to tell stories", but with its small bottles, deep copywriting and a sharp-edge market positioning, it has tear open the pattern of the traditional liquor industry, and has added "rebellious" attitudes such as fashion, casualness, and youth to labels such as social engagement, power, and utilitarianism.

      During that period, China's liquor industry was constantly "inverting". From 2012 to mid-2018, more than 10,000 liquor production companies in China disappeared; from 2016 to 2021, the total sales of liquor in China fell by more than 40%, and the number of large-scale production companies fell from 1,563 to 957. So Jiang Xiaobai, who was unnatural, survived for 10 years during this period. Is this really relying on its different copywriting and marketing?

      We cannot deny that Jiang Xiaobai’s copywriting and marketing are really amazing. The "heart-thrilling" copy of the bottle stimulates the ideological resonance of users. The huge difference between the concept of brand distribution and traditional liquor has enabled Jiang Xiaobai to open up a way to survive in the fiercely competitive market.

      The unique "expression strength" covers Jiang Xiaobai's "inside strength". Since the initial OEM processing, Jiang Xiaobai has been well aware of the drawbacks, and consumers will not continue to pay for the products, and over-reliance on marketing will be like being trapped in a quagmire.

      If marketing is for survival, then building a factory is for development.

      In 2015, Jiang Xiaobai began to plan the sorghum industrial park and marched towards the upstream industrial chain around the three major sectors of "sorghum industry", "circular agriculture" and "agricultural tourism industry". In 2017, it spent 3 billion yuan to invest heavily in Jiangji Winery, which covers an area of ​​1,300 acres.

      In terms of talent reserve, Jiang Xiaobai's winemaking team also has advanced configurations: 5 national liquor judges, 12 senior wine tastings, and 8 senior winemakers. Achieving the allocation of domestic first-tier liquor companies.

      During the 10 years of entrepreneurship, Jiang Xiaobai sold 1.09 billion bottles of wine, and the Jiangji Winery behind it is currently equipped with 7 brewing workshops and 6,553 cellars, with a maximum annual production capacity of 65,000 tons, and an old wine storage capacity of 86,190 tons.

      If Jiangji Winery is Jiang Xiaobai's most powerful shield, then copywriting marketing may be its sharpest weapon.

Conclusion

      Some people say that Jiang Xiaobai is an advertising company selling wine, some people say that it is a betrayer of liquor, and some people say that its wine is not good to drink.

      Faced with these doubts, Jiang Xiaobai seemed unmoved because his goal was very clear. Through brand innovation, he understood the business model and market positioning, and then continued to gather three core capabilities: high-quality supply chain, brand shaping and channel distribution . After these three stages, the scale of the enterprise will increase from tens of millions to billions, and then climb to tens of billions.

      When companies look at the future, they must also learn to examine themselves. In Jiang Xiaobai's tenth anniversary speech, he summarized the fatal mistakes made in four aspects: operation, positioning, publicity and brand, and learned from past experience to become the cornerstone of the brand's future development.

      Just like Jiang Xiaobai, he has a clear position on his market. He knows who he is, what his weaknesses are, what he wants to do next, where his strengths are, and where he will go in the future.

      When people are attracted by their dazzling marketing methods, they do not rely on this "expression strength" in a arrogant way, but instead build their own "inner strength" more resolutely , and combine new youth culture to penetrate into the details of contemporary young people's lives, shaping the core competitiveness that imitators cannot start.

      The success of any company cannot be reproduced, but the success of all companies is exactly the same. Continuously optimizing core competitiveness is the foundation for the survival and development of the company!