The rumor that Jiang Xiaobai will lay off 30% of the staff, the official response: the data is not true

The rumor that Jiang Xiaobai will lay off 30% of the staff, the official response: the data is not true, Jiang Xiaobai said to reporters that the rumors of the company laying off 30% of the staff is not true, but said that the company's pain is real, is an orderly contraction of non-core business. The rumor that Jiang Xiaobai will lay off 30% of the staff, the official response: the data is not true.

rumor Jiang Xiaobai will lay off 30%, the official response: the data is not true 1

May 25 news, liquor brand Jiang Xiaobai was recently exposed online to lay off nearly 1,000 people, to which Jiang Xiaobai also responded to the company they confirmed that the company is in the near future is in the throes of contraction of non-core business in an orderly manner, has begun to optimize the organization and personnel of non-brewing related business positions. But at the same time they emphasized that the future will continue to supplement and strengthen the talent ladder.

The outside world for the legend of Jiang Xiaobai 3000 people in the company to lay off 1,000 people, or as high as 30% of the proportion of layoffs of these data, Jiang Xiaobai said, "The data is not true, the specific not so much."

According to the eye of the sky, two subsidiaries of Chongqing Jiangxiao Baijiu Co., Ltd. Chongqing Jiangjin District Jiangbian Brewing Co.

Jiang Xiaobai's alcohol products are closely related to the operating environment of the offline catering market, and the impact of the epidemic so far this year has also forced Jiang Xiaobai to make staff and business adjustments.

Up to now, Jiang Xiaobai, the company has been established for 11 years. 2011, JLF liquor former executives Tao Shiquan founded the liquor brand Jiang Xiaobai focusing on the youth market. They had quickly become popular with their in-depth promotional copy, and according to public information, Jiang Xiaobai's revenue reached 50 million yuan in 2012, its revenue exceeded 100 million yuan in 2014, and its revenue exceeded 1 billion yuan, 2 billion yuan, and close to 3 billion yuan in 2017, 2018, and 2019, respectively.

In 2019 and 2020, Jiang Xiaobai had also launched two sub-brands, Plum See and Fruit Cube.

However, there were reports that Jiang Xiaobai's revenue had fallen back since 2020, and that the impact of the epidemic on their performance was huge.2021 In March 2021, Tao Shiquan, the founder of Jiang Xiaobai, wrote an article entitled "10 Years, Surviving Has Been Very Difficult", which was used to respond to rumors of layoffs and survival of Jiang Xiaobai at the time.

Tao Shiquan wrote at the time, "Even in the tenth year of business, Jiang Xiaobai's share within the liquor industry is only close to, but less than, 0.5%, and in a highly discrete market, the competitive problems faced by newly minted startups are more a matter of competing with themselves."

He said he started his own business 10 years Jiang Xiaobai's most obvious characteristics are full of survival, trepidation, walking on thin ice. Think the company has never been on the altar, can survive has not been easy.

At the capital level, Jiang Xiaobai also stayed in September 2020, when they received the Huaxing New Economy Fund led by the positive heart of the Valley Capital, Zhaoyin International and Gao Tiling Capital and other institutions to follow the C round of financing, the valuation of 13 billion yuan, there has been a media will be the valuation of this valuation compared to the listing of the liquor business at the time, Jiang Xiaobai can be ranked to the 13th.

Earlier, Jiang Xiaobai had also received investments from well-known organizations such as IDG Capital, Tiantu Capital, High Tier Capital, Black Ant Capital, Sequoia Capital China, and so on.

But for Jiang Xiaobai, all good things seem to stay before the 2020 epidemic, and this organizational optimization also shows that they have reached the `stage' where they have to take action.

Jiang Xiaobai rumor will lay off 30% of the staff, the official response: the data is not true2

Recently, there is news that Chongqing liquor enterprises Jiang Xiaobai layoffs, network rumors that Jiang Xiaobai "is undergoing a large-scale layoffs," "layoffs or more than 30%".

In response to this rumor, Qilu Evening News reporter contacted Jiang Xiaobai, Jiang Xiaobai side of the reporter said, the company laid off 30% of the rumors are not true, but said that the company's pain really exists, is an orderly contraction of non-core business.

Jiang Xiaobai said: "In view of the judgment of the internal and external environment, the company orderly contraction of non-core business, the corresponding situation is a normal business and organizational optimization and adjustment, the proportion of attrition mentioned by the outside world is not in line with the actual situation, the company will continue to replenish and strengthen the talent ladder."

It is understood that Jiang Xiaobai will continue to focus on sorghum planting, brewing, old wine storage, process optimization research and development and other business areas. Redundant staff in the back office and marketing will be optimized and streamed. At the same time, Jiang Xiaobai said it will continue to strengthen its operations in the three areas of winery technology research and development, production and user operations.

Wine industry analyst Cai Xuefei analyzed to the reporter, "Many liquor distributors rely on the node type of marketing of important holidays. But this year, the Spring Festival, May Day holiday is affected, all kinds of catering dinner dine-in scene disappeared, wedding banquet scene delayed. Whether it is a famous wine or non-famous wine channel inventory pressure is rising."

In the face of dynamic marketing difficulties, Jiang Xiaobai also chose to proactively release pressure.

"In the future, we will focus on 'easy wine and drink', focusing on small gatherings of small drinks and other easy wine and drink scenarios under the self-drinking wine, easy small tastes, easy small atmosphere, easy small socializing, easy price burden, to do the high-quality national ration wine". Jiang Xiaobai's internal staff told reporters so.

According to reports, in the past ten years, Jiang Xiaobai has been trying to create a "relaxing drink" kingdom: through the product scan code can enter the "bottle planet" WeChat mini-program, which has sorghum wine, a variety of sorghum wine as the basis for the preparation of wine, fruit wine, rice wine, and so on. There are a variety of flavors, including sorghum wine, sorghum-based wines, fruit wines, and rice wines. Among them, the flavored fruit-flavored wine Meimi has become the first brand of domestic fruit-flavored wine.

Meanwhile, the new national standards promulgated by the General Administration of Market Quality Supervision, "Terminology and Classification of Beverage Alcohol" and "Industrial Terminology of Baijiu" (hereinafter referred to as the "new national standard"), which will be formally enforced on June 1, have clearly defined the status of Jiang Xiaobai as a "solid grain brewing" brand. The new national standard will be officially implemented on June 1, clearly defining Jiang Xiaobai's identity as a "solid grain brewer. "This revision of the national standard for liquor includes 12 types of aromatic liquor, which actually raises the threshold of liquor production, and the quality requirements are higher." Jiang Xiaobai chief engineer Shao Jiayan told reporters.

According to reports, Jiang Xiaobai currently has 48,000 tons of Chongqing sorghum old wine, "pure grain liquor" identity clear, including Jiang Xiaobai, including Chongqing sorghum wine brand is expected to usher in a new favorable situation.

Jiang Xiaobai is rumored to lay off 30% of its staff, the official response: the data is not true.3

"10 years, it has not been easy to survive" - this is the net red liquor brand Jiang Xiaobai founder Tao Shiquan March 29 in his personal WeChat public number on the media reports. Jiang Xiaobai layoffs response. However, this response has not long passed, Jiang Xiaobai in a few days ago once again into layoffs storm.

A few days ago, there is news that Jiang Xiaobai will be cut from the current 3,000 to 2,000 people, layoffs or more than 30%. In response to the above situation, Jiang Xiaobai relevant personage on May 24 to the "Huaxia Times" reporter said, the proportion of the above attrition is not true, the corresponding situation belongs to the normal business and organizational optimization adjustments.

Founded in 2012, Jiang Xiaobai will go through the 11th year, but since 2019 to reach 3 billion yuan in sales, this new Jinju liquor brand has not disclosed the specific sales, and in recent years, the small liquor industry entrants more and more, including Wuliangye and other veteran liquor enterprises; on the other hand, the "Niu Er" on behalf of the old light bottled wine. On the other hand, the "Niu Er" on behalf of the old light bottle wine also gave enough Jiang Xiaobai pressure. In the case of increasingly fierce competition in the industry, Jiang Xiaobai in addition to sentiment can rely on what to impress consumers?

Jiang Xiaobai's "difficulties"

In the Internet factory rounds of layoffs at the moment, to do the industrial Jiang Xiaobai also rumored large-scale layoffs of news. Recently, the media quoted a number of Jiang Xiaobai employees who are about to leave the voice that Jiang Xiaobai is in the process of large-scale layoffs, will be cut from the current 3,000 to 2,000 people, layoffs or more than 30%.

May 24, "China Times" reporter to Jiang Xiaobai relevant person to verify the layoffs, the other said: "In view of the judgment of the internal and external environment, the company's orderly contraction of non-core business, the corresponding situation belongs to the normal optimization of the business and organizational adjustment, the proportion of attrition mentioned by the outside world is not in line with the reality, the company will continue to replenish and strengthen the talent echelon!

This is not the first time this year Jiang Xiaobai rumored layoffs. As early as March 26 this year, there were reports that people familiar with the matter revealed that after the Spring Festival, Jiang Xiaobai laid off the entire Beijing public relations team, leaving only one person to deal with public relations affairs.

Subsequently, on the evening of March 29, Jiang Xiaobai founder Tao Shiquan released an article on his personal WeChat public number titled "10 years, it's not easy to survive", denying the claim of "laying off the entire Beijing public relations team".

Tao Shiquan mentioned in detail in the article, Jiang Xiaobai this year, there is no plan to abolish any divisions and departments, there are currently more than 2,000 employees, this year, the organizational situation will be about 15% of the number of people to grow, mainly focusing on the brewery's technical research and development, production, user operations in the direction of the recruitment of the three. And said it will be positive and optimistic about the next three years.

For the organization of the status of about 15% of the number of people is expected to grow, Jiang Xiaobai sources told this reporter, winery technology research and development, production, user operations will continue to strengthen. But did not confirm the projected figure of 15%.

Jiang Xiaobai and Tao Shiquan's "not easy" in 2022 in the case of repeated outbreaks in many places is more obvious. The National Bureau of Statistics released data show that in April this year, the total retail sales of consumer goods 2948.3 billion yuan, a year-on-year decline of 11.1%. The catering industry was particularly affected. By type of consumption, in April, the national catering revenue of 260.9 billion yuan, down 22.7%.

On May 24, an industry source analyzed to the reporter, said: "Jiang Xiaobai's channel layout is mostly in small restaurants, husband and wife stores, convenience stores and other offline channels, the online channel accounted for only 5% of the sales in 2021, so the more serious impact of the epidemic of the restaurant, tavern, and other consumer scenarios of the lack of Jiang Xiaobai has brought a certain amount of operating pressure!

Light bottle wine "chaos"

Founded in 2012, Jiang Xiaobai focus on the concept of "young people's first sip of wine", hit 50 million yuan of sales records in 2013, and in 2017, Jiang Xiaobai's sales hit 50 million yuan of sales records, and in 2017, Jiang Xiaobai's sales hit 50 million yuan of sales records, and in 2017, Jiang Xiaobai's sales hit 50 million yuan of sales records. Sales record in 2013, in 2017, Jiang Xiaobai revenue exceeded 1 billion yuan, and in 2019 the performance even reached 3 billion yuan. As the volume becomes larger, "Jiang Xiaobai is not good" questioning also ensued, and some industry voices also pointed out that the "young people's first drink" is not guaranteed to become the second and third mouth of the young people.

In fact, in recent years, aiming at the light bottle of small wine market entrants and a lot of them, including Wuliangye, Yanghe shares, Luzhou Laojiao, Langjiu and other industry leading enterprises. May 25, the "Huaxia Times" reporter visited the superstore and found that the 40 degrees of Jiang Xiaobai expression bottles of the retail price of 20 yuan / 100 ml; by the Wuliangye 52 degrees of crooked-lipped bamboo fungus wine retail price of 25 yuan / 100 ml; Langjiu retail price of 25 yuan / 100 ml; Langjiu retail price of 25 yuan / 100 ml; the Wuliangye 52 degrees of crooked-lipped bamboo fungus wine. 25 yuan/100ml; Langjiu Group produced 45 degrees of Xiaolang wine retail price of 20 yuan/100ml, discounted price of 15.9 yuan / bottle.

Jiang Xiaobai's price advantage is not obvious, and only in terms of brand power, in the ranks of the famous wine Wuliangye, Langjiu, etc. obviously better.

A well-known brokerage food and beverage analysts analyzed to this reporter, the core competitiveness of the new alcohol beverage brand from the product positioning, quality, and channels to see the three aspects of the product positioning, Jiang Xiaobai is a more youthful brand, which is very suitable for young people's social attributes, the target population is very precise, which is Jiang Xiaobai and other brands "play" different places. "

The quality of the product is very good, but the quality of the product is not the same.

Quality, in recent years, Jiang Xiaobai began to focus on building the quality of the body, Jiang Xiaobai sources told reporters that the company's products have been used in the third generation of the body of the "flavor of sorghum wine", Jiang Xiaobai plant and farms are also expanding, which has 48,000 tons of old wine storage for the enterprise is based on the basis of the wine.

Channel, although Jiang Xiaobai since its inception of the marketing action is quite bright, with a variety of explosive text eye-catching countless, but in fact, Jiang Xiaobai's main channels are still offline convenience stores, restaurants, etc., 2021, online channels accounted for only 5%, for the liquor retail, mastery of the end of the retail channel is still the key to victory.

From the point of view of the light bottle wine market where Jiang Xiaobai has a wide market capacity, competitors should not be underestimated. The analyst analyzed to this reporter, the market capacity of light bottle wine in more than 80 billion, which do better in addition to Jiang Xiaobai and the old Oxbanshan Erguotou and Shanxi Fenjiu glass Fen.

Compared with Jiang Xiaobai, the advantages of the old light bottle wine are different. "Niulanshan Erguotou wins in the Beijing market, the core competitive advantage is that the channel profit is very high, the channel advantage is relatively large. Bofen backed by Shanxi Fenjiu, its brewing process will be a little better, and the price is a little more expensive, in the range of 50 yuan to 100 yuan." The analyst added.

For the future growth path of Jiang Xiaobai, on May 25, Cai Xuefei, a liquor marketing expert, analyzed in an interview with the "Huaxia Times" reporter, "Jiang Xiaobai lies in the education of young consumers in alcohol as a breakthrough point for the cultivation of new categories.

In the future of the entire Chinese liquor consumption diversification and socialization, make full use of their own brand culture and innovation advantages and quality basis for the young consumer segmentation of the consumer market position, as well as for the future of the entire Chinese liquor consumption of healthy, liqueurized direction of the corresponding attempts in the direction of the internationalization of the category to play its own advantages in order to obtain the incremental market. "

As for the moment, the impact of the epidemic on Jiang Xiaobai is still continuing, how to break the game has become Jiang Xiaobai imminent thing. Cai Xuefei analyzed to the reporter pointed out that Jiang Xiaobai can rely on their own brand appeal as well as a higher degree of exposure on the network, the topic of degree, with the help of new tools, including live, new models, the cultivation of emerging consumer groups, in the case of the entire external food and beverage market consumption of the disappearance of a large area, and vigorously develop the family liquor consumption and other segmentation of the scene to complete the breakthrough of the enterprise.