Jiangxiaobei using the Internet to achieve the reverse attack

"Every cargo has a diligent stomach and a model worker's mouth," eating hot pot singing songs, drinking small white rowing boxing, I am a literary youth, this is a insist that they are "traditional liquor enterprise" propaganda language, with the image of ordinary liquor seems a little different.

The interesting thing is not only the propaganda language. Chongqing Jiang Small Liquor Marketing Co., Ltd. (hereinafter referred to as "Jiang Xiao Bai") office location in Chongqing famous political law a street, NPC, CPPCC, high law and other government agencies, and Jiang Xiao White office point of the straight distance will not exceed 600 meters. However, Jiang Xiao Bai's target client is not a government agency.

Jiangxiaobei is a young enterprise registered in August 2012. This is a liquor market novice newcomers, not only low qualifications, Office also fully revealed the mark of the initial period: walls white wall, simple furnishings, office only less than 10 people office, the CEO can only share with the Sales Manager office, even visitors are also in the outside.

But Jiangxiaobei profits in the second half of 2013, the total balance of the year 2013, sales of 50 million yuan. From the establishment of the company to the reputation in the industry-"I am a small white"-the brand only took a year. March 2013 and Jiangxiaobei cooperation Jiuxian Network public relations general manager Li Zhenhai said "Jiangxiaobei a come out, do not know is the name of the problem, or other reasons, but a sudden rise." ”

Jiangxiaobei in the whole winter of the liquor industry rise. Liquor industry market value fell again, 2013 14 Liquor Companies market value of 249 billion yuan evaporation. In the high-end liquor was suppressed, liquor market overall depressed situation, as the consumer of low-end liquor representative, Niulanshan Erguotou sales instead of the market. Li Zhenhai explained that the liquor consumption chain presents the pyramid structure, at the top of the pyramid of Maotai, Wuliangye although the price is high, but the consumer population is limited. At the bottom of the liquor has a large number of consumer groups. At 10 yuan-20 of the low-end liquor was not affected, benefiting from market differentiation.

A survey of 25-30-year-olds investigating their attitudes towards baijiu found that about 95% of young people chose not to be white wine. They generally think: liquor taste too blunt, not suitable for themselves, the situation is limited, feel too formal, high degree, easy to get drunk;

It is the attention of young people call the voice of fashionable liquor, Jiangxiaobei father Tao began his new career.

Tao, founder of Jiang Xiao Bai. On Weibo he called "Jiangxiaobei's father", the 1980, Love of Contemporary art, Love Rock "literary young Man", has been in the traditional liquor enterprise Jin six work for nearly a decade, before leaving, he is Golden six FU PR director.

Jiang Xiao Bai's creative team are mostly young people. The more than 50-Year-old winery owner has been the oldest in the entire team; in charge of the main propaganda window, micro-bo, micro-letter operation of Shu Bo is a technical male, 85 media director Li She-chen has served in Chongqing, another well-known start-up company; the title on the Dong Cover business card sold by the manager reads: The commander of the Blue Regiment, He is in charge of a sales team of about 100 people.

Tao introduced that, at present, Jiang Xiao Bai has a total of more than 300 employees and dealers, including 120 employees, most of which belong to the sales system. Company structure flattened, under the CEO, only one level of management cadres. It is such a majority of the company by the formation of the enterprise, and came out of a liquor this ancient industry rare innovation trails.

Unlike the general liquor company, Jiang Xiao Bai has its own specific image: black hair slightly longer, hairstyle comparison Han Fan, with black frame glasses, standard comic Book of the public face. Dressed in a white T-shirt with a gray scarf, the jacket is a long black windbreaker of the British wind, with dark gray jeans and brown casual shoes. If you want to imagine a real person, is probably the "man Gang" Honglei play Xiaobai. This is also the origin of the first Jiang Xiao Bai's name.

In addition to the image and easy to remember the name, Jiangxiaobei for the media most praise is its O2O marketing model. "We want to give the river white people's feelings, more is to do an attitude." Tao says Jiangxiaobei is a brand that relies almost entirely on social media. December 27, 2011, Jiang Xiao Bai released his first microblogging on Sina: I am Xiao Bai, life is very simple! Up to now, Jiang Xiao Bai released micro Bo nearly 8,000, fans more than 100,000.

Jiangxiaobei almost never advertise in the mainstream media. Apart from the subway ads, Jiang Xiao Bai basically no traditional marketing methods, the most used is free social media. For the use of highly interactive social media, Jiang Xiao Bai's microblog marketing shows several distinct characteristics. First of all, longer than the copy implantation, will be interesting topics and Jiang small white products linked together.

Second, corresponding to their own brand image, the operation of micro-bo completely personified. In all the hot events, make a sound and show your attitude.

Finally, the use of micro-blog interaction as an online tool to organize offline activities and interact with the line to enhance the stickiness of fans.

In addition to Weibo, micro-letter has become one of Jiangxiaobei's marketing channels. Micro-letters are more intimate than microblogs. Jiang Xiao White public relations director Chopo said, in addition to micro-letter public account, Jiangxiaobei also operates a "small white brother" private account, the account is responsible for maintenance, not belong to the river small white any one employee. "Because some fans will give small brother some privacy, so this account, in addition to the person responsible for the operation, the content is not public, including I do not know." Shu Bo said.

Positioning in the younger generation, let Jiangxiaobei quickly stand out, but only to do the young segment of the market, it will appear too narrow space. How should we expand the market space? Jiang Xiao Bai's team began to rethink the issue by hosting the wine conference at the end of 2013.

Jiang Small white fans operating very carefully, the thousands of people gathering, by Shu Bo from tens of thousands of online applicants screened out. Fan information comes mainly from two networks and fans drawn from the microblogging interaction. In another part, Shu Bo will even browse fans ' tweets to confirm personal information. "I always believe that the most basic way to do the most delicate things." "Shu Bo said.

"Through that time, I found that the elderly are not as fashionable as we think, they can be very fashionable and very young, we do all the activities, they are able to accept, feel very high." Shu Bo seems a bit annoyed, that the older people were not invited. "Before our positioning I think is wrong, we say youth should not be age, but a youthful attitude." "Shu Bo reflection way. This kind of reflection also confirms Tao expressed, Jiang Xiao Bai's job is to bring value to consumers. "We care more about consumers and more about consumers. ”

"All based on consumers to consider" this idea, let Jiangxiaobei's business thinking and Millet co-founder Li Vanchang at the end of February, the first China Wine Industry Forum proposed three "one" coincide. Mass, single, meager profit, the characteristics of the three Internet products, is also the characteristics of Jiang Xiao Bai: abandon the luxurious packaging, the use of glass frosted bottles, the sale of naked bottles; only a small ditty-type products, divided into three kinds of specifications;

In addition, in the channel, Jiang Xiao Bai's channel is as flat as its corporate structure. "Consumers spend money, restaurant owners charge, the boss to distributors, distributors to us, equal to three levels." "Jiangxiaobei's sales general manager Dong Cover said. Jiang Xiao Bai's sales both deal with dealers, but also directly with the restaurant to do relationship maintenance.

"So we are a little bit tired of this thing, and very cumbersome." We have so many consumer terminals in Chongqing, dozens of hundred people to maintain. How difficult to manage, the boss worry more, many people can not do. Dong Cover smiled and said. At the same time, 2013 because of the impact of three public consumption, some of the original high-end wine dealers began to find Jiangxiaobei, but to achieve cooperation is not much. The reason is that the transition is not easy. "In the beginning, we can endure hardship, many of us have done this attempt, but the effect is not good." ”

"That's the way the industry is. "Dong Cover raised a popular joke in the Wine circle:" The liquor industry, the past ten years is the father of the 10 years of support. Used to be able to do things, but also to self-reliance, but later appeared a father-god package, waiting to be able to make a lot of money, ten years have been so. Now the father is gone, his life demo, and have to work again. But it can't be done. ”

"We are not the same, we are natural cock silk, so life is to self-reliance." "In this sense, it's good for us," he said. "Dong Cover will occupy the market as a battle, in the end of the Chongqing market, abandoned the tall restaurant chain, instead of the main two or three line, into some of the local" delicious dog "favored Street small restaurant.

Their plan is to first attack Chongqing, Chengdu, Changsha, after playing is northward wide. In the business model and business thinking, Jiangxiaobei and traditional liquor enterprises are obvious, no historical baggage, but let it move light. Due to positioning in 80, the young wine, Jiangxiaobei service market is narrower. A government-backed industry expert said that such "small and beautiful" enterprises, can be used for the big wine companies to learn from a category to supplement, its marketing ideas worthy of reference and reference, but the overall no way for most liquor companies copied.

In the liquor of the 800 billion big cakes, Jiang Xiao Bai but scraped off a thin piece of cream, it is the main small fresh market, is not now the mainstream liquor market. In addition, Jiangxiaobei has not yet had the wind to enter, whether it can be bigger, such a model can be in the North wide also get recognition, also said unclear.

A lot of people in the industry know about it, but they don't think it's a big deal. A liquor electric dealer's propaganda person tells us, it is in the market to the big liquor-making enterprise, is also a product market.