Author | Duan Chuanmin (strategic marketing observer)
At the "Jiang Xiaobai's 11-year resumption meeting" held on September 1, I put forward the concept of "Jiang Xiaobai's paradox" and pointed out that Jiang Xiaobai did a great job in the aspects of rejuvenation of liquor, media of products, diversification of categories and digitalization of organization, but at the same time it also formed a corresponding "collapse".
2. Because of the excellent expression of small scenes and emotions, the public has a bad impression of Jiang Xiaobai's product quality; At the same time, the core proposition of the brand is unclear. What does "life is simple" mean?
3. The diversification of categories and brands is obvious, which leads to the fact that the Xiaoqu fragrance route represented by Jiang Xiaobai is no longer important and mainstream, and the operation of enterprises may be out of focus.
4. The digitalization of enterprises and the IP of brands mean that fans have greater potential to tap, but at present, Jiang Xiaobai still relies on in-depth offline distribution, so the online (including community) operation ability is insufficient.
of course, what I mean by collapse is not "derogatory", but the deficiency caused by a certain specialty-I will call it Jiang Xiaobai's "paradox" of development-that is, this deficiency is relative. Everything has two sides, and the long back is short.
Tao Shiquan, the founder, is also quite innocent and helpless about some people's doubts about Jiang Xiaobai's quality. He has always attached great importance to product quality-adopting pure sorghum brewing and achieving stable production capacity through large-scale modern production equipment, that is, using the integration ability of the whole industry chain to control quality and production capacity. To this end, he spared no effort to build more than 5,111 mu of sorghum planting demonstration farm in Baisha Town, jiangjin district, Chongqing (the local government plans to support it by planting millions of mu through company+farmers). Even so, we can't avoid the criticism from social media. Tao Shiquan reflected on this: "It seems that Jiang Xiaobai's marketing is not so good".
in my opinion, there are only two kinds of criticisms of social media: one is consumers who don't know the truth or are misled, and they need enterprises to open the correct communication mode; One is the attack from individual opponents. On the one hand, they are jealous of Jiang Xiaobai's achievements and have launched unintentional or intentional actions. Here, "unintentional" may be the majority, because it stems from the subjective prejudice caused by Jiang Xiaobai's "collapse". This part can dissipate automatically with the clarity of corporate image; Intentional attacks are, after all, stab in the back and illegal crimes. Considering the high cost of this behavior, it is a minority or local phenomenon.
In other words, there are many misunderstandings and prejudices about Jiang Xiaobai's "quality". This requires Jiang Xiaobai to do more in marketing and cross the "criticism" zone: not only does it need huge sums of money to build such a factory, but it also needs to dynamically spread the determination and actions of the whole industry chain to the industry and consumers. For example: 1. Raw materials: Where does Jiang Xiaobai's sorghum come from? If it is all brewed by sorghum instead of blended with purchased alcohol, the sales scale of 3 billion means the purchasing demand of 31,111-61,111 tons of sorghum, which requires the protection of 1-211,111 mu of sorghum plantations based on the production of 311 kilograms per mu. 2. Technology: How can modern technology guarantee the characteristics of traditional technology and the quality of the same scale? All these need to be made clear to consumers. 3. R&D: Jiang Xiaobai wants to be Huawei in the wine industry. What direction will these R&D point to? What actions did you do?
At the same time, Jiang Xiaobai also needs to convey the core value points and demands of the product to a wider range of consumers, that is, not only small emotions, but also "big spirit". For example, Wang Laoji once used "fear of getting angry and drinking Wang Laoji" to penetrate all circles and regions. So, how does Jiang Xiaobai choose his own value keywords? Is pure grain healthier? Or highlight the brewing of pure sorghum? In terms of brand, what Jiang Xiaobai highlights at present is that "life is very simple". What is its connotation? How can it be as vivid and deeply rooted in people's hearts as Nike's "Just do it"?
between the two, product value appeal is the foundation and the benefit point of direct consumption, while brand appeal is emotional or spiritual personality, which can make Jiang Xiaobai a young spiritual symbol, not just the inner circle emotion of young people. In this way, Jiang Xiaobai can break the boundaries of the age group and successfully get out of the circle.
It seems that Jiang Xiaobai is going to fight a marketing campaign about quality. After all, it is normal for consumers to have "prejudice", and the process of enterprise information reaching consumers will not only naturally decline, but even be alienated. Although social media is highly developed now, the law of "cognition is greater than fact" has not fundamentally changed. In order to make consumers change their views, not only should enterprises attach great importance to it and increase the intensity of communication, but they should also be loved by consumers.
Jiang Xiaobai is obviously not lacking in creative and innovative content marketing. However, in the past, it highlighted the brand characteristics of young people with novelty. Now we need to make up this important chapter in communication.
In terms of brand (category) diversification, Jiang Xiaobai has actually done quite well. Among them, "Mei Jian" (low-alcohol fruit wine, which means "long time no see") has been greatly welcomed by the market and has become the fastest growing brand (category). In addition, Jiang Xiaobai is also exploring the road of industrial diversification. These require considerable caution. If it is divided into three steps, Jiang Xiaobai is first of all a liquor company taking the Xiaoqu fragrance route; Secondly, it is a multi-category wine enterprise that satisfies young people's healthy drinking and trendy drinking; Third, to enlarge it a little, Jiang Xiaobai can become an enterprise group with wine owners as the leader and spanning industries such as planting, tourism and pub service. These three stages need to be done step by step.
The rapid development of new products like "Mei Jian" is certainly gratifying, but it should be noted that if it is under the brand of Jiang Xiaobai, it means that Jiang Xiaobai's liquor concept has been diluted, which obviously has an impact on the liquor category that has just reached 3 billion. If you become a brand alone, you will face the problem of multi-brand operation-of course, there is no problem from the perspective of pure investment, but if you run it within the enterprise, it means diluting the valuable resources, funds and attention of the enterprise.
adopting the operation mode of the business department can solve the dilution problem to a certain extent, while maintaining a high degree of independence. However, the experience of many domestic companies shows that it often means that the synergy and integration effect of companies are difficult to play effectively, and more importantly, enterprises may face the possibility of losing focus in brand operation: the boss often occupies the best place and the right place, while the second child often finds it difficult to thrive under the shadow of the boss.
in my opinion, Jiang Xiaobai is still in the main channel in a certain period of time, that is, the main channel of products, the main channel of brands, the main channel of liquor, the main channel of brand appeal and so on. The company should be highly focused and strive to build a brand with a scale of 11 billion. On this basis, it is not too late to emphasize brand diversification and industrial diversification.
as for the last point-digitization, it is purely personal advice. It is understood that the online sales progress of liquor industry is quite slow at present. The reason is the consumer's consumption scene: either a dining place-consumers bring their own in private rooms, and most of them buy them on the spot; Or a gift-basically bought at a nearby sales place. Generally, orders will not be placed online and stored at home.
This is obviously quite reasonable, but the marketing circles I have contacted show that: community socialization is surging, personalized consumption is surging, and the channels are facing the transformation of online and offline integration. Therefore, enterprises can actively promote the construction of community business models: on the one hand, they can highlight the circle and individual personality with customization to enhance their sense of belonging and exclusivity; On the other hand, we can vigorously manage users, customize online fans, socialize users and channel communities, and finally push operating users in the direction of user management and platform enterprises, so that users can not only customize the expression content on this platform, but also customize products and industries, thus eventually forming a super-large ecological * * * body with Jiang Xiaobai as the banner.
From the numerical point of view, Jiang Xiaobai has undoubtedly achieved great success. Considering that this success was abruptly created in the gap between "one is poor (young people) and the other is white (the edge of the market)", this success is even more worthy of praise. However, I obviously gained more from Jiang Xiaobai's trip: the founder Tao Shiquan's unusual emphasis on quality, the establishment of a modern operating system in terms of company institutionalization and digitalization, and his frankness and acceptance of the truth and facts all show that this is an ambitious but intelligent entrepreneur-the "Ten-year Resumption Meeting" is more like a reflection of his inner grandeur: the success of 3 billion is nothing to him. He believes that as long as we build a modern enterprise system full of passion, standardization and strong internal drive, 11 billion and 111 billion are just a result, and we don't ask for it.
At this point, the so-called "Jiang Xiaobai Paradox" is more like a kind of nitpicking and closer to an appreciation. On the one hand, there must be a long shadow behind the long board, and enterprises will always need to improve. The significance of the resumption is to preview the hypothetical choice or use it as a future option to predict what changes will be brought to the enterprise. On the other hand, the world is full of contradictions, and enterprises will always meet the future in a paradoxical environment: to be an excellent person, you must accept praise and slander at the same time, and to be a new leader, you must have the heart to accept the shackles of the followers and try to open up living space for them. This paradox of growth is not unique to Jiang Xiaobai and will exist for a long time.
Although it's just a trip to visit and discuss in a hurry, and although I haven't talked much with Tao Shiquan during this trip, I appreciate such enterprises and entrepreneurs, and I am optimistic about Jiang Xiaobai's future.
Come on, Jiang Xiaobai, who is about to be 11 years old! " The future of youth is limitless.
coach-style consultant-the way to multiply performance
Duan Chuanmin, a strategic marketing expert, is a researcher across the enterprise, specialty and media. He is known as the "research school in actual combat and the actual combat school in research" and has long served as a strategic marketing and development consultant for many enterprises.
advocate "coaching consultant-the way to multiply performance", and assist enterprises to achieve the goal of high-speed performance growth through five steps, such as "setting direction, building a team, finding a way, allocating resources and grasping the ground", centering on the three modules of "orientation, implementation and integration".