It is said that Jiang's copy is good, but few people know a thing or two about it. Until today, there is no second Jiang, which shows that Jiang's copying is not as simple as it seems.
Just like the titles of countless marketing numbers, the biggest feature of Jiang's copywriting is to stick to his true heart, tell all kinds of emotions about love, youth, family and ideals, and poke the emotional points of the audience over and over again.
But the writing of copywriting needs a degree of adjustment and a controlled atmosphere. Many products imitate this style of copywriting, either the tonality is inconsistent or the product audience is misplaced, resulting in a product "split personality" and unable to have a correct positioning of itself.
Jiang has positioned himself as a brand consumed by young people since its inception, and has been facing the young people's market in the years of brand cultivation, and the copywriting is also based on the feelings of young people.
Jiang pinpointed the position of youth and seized the highland of "Youth Flowing Pool". This "flow pool" has a wide audience in the liquor market and has a huge development prospect. Jiang opened this precedent and tasted the sweetness. So thousands of "rivers" from Qian Qian swarmed in. However, Jiang has built its own barriers and castles, so it is not so easy for other products to share a piece of the action.
Obviously, Jiang is a brand with sufficient advantages in the market in terms of "copywriting", but copywriting itself has strong communication attributes and extremely low production costs. In the current market communication activities, its low threshold leads to more and more brands swarming, and the rapidly increasing amount of information greatly increases the cognitive burden of consumers, and the original advantages may have disappeared. It can be seen that copywriting alone is not a long-term solution for brand development.
Jiang has long recognized this, playing tricks on young people's favorite things and opening up new paths.
Many people think that liquor is something that the older generation drinks, and it has nothing to do with young people. However, Jiang, who is in adolescence, rebelled against the traditional wine culture, making liquor a fashionable and youthful label.
Here in the river, wine no longer represents a complex wine table culture, but a real emotional catharsis. Young people like to drink Jiang, and after drinking, they will send photos and quotations. At this time, they can express their feelings and express their true feelings. This is the wine culture that belongs to young people.
It is undoubtedly the magic weapon for Jiang's success to have the sense of introduction and communicate so that the younger generation can find a sense of belonging. In the fierce competition of liquor industry, the marketing of ginger has made great contributions to helping young people to establish a new liquor culture and carve out their own world.
With the wine culture, art as a snack is still relatively lacking. As a result, Jiang, who embodies the restless fashion trend, has crossed the border, stepped into rap, graffiti and street dance culture, and stewed with Chongqing local culture, creating a new artistic culture for young people.
The music that Jiang cooperated with a group of musicians included Taste of Chongqing and Hello, Chongqing. , created the animation "I am Jiang" with Chongqing characteristics. In the "Born Free Night", the combination of traditional folk music and electronic music in China realized the rebirth of the old flavor of traditional culture. Jiang also launched a "One Day Only" pub activity offline to introduce young people to mixed drinking, a fashionable and novel drinking method, and bring adjustment to their lives. At present, wine is not wine, but a cultural factor.
Jiang's IP marketing has two major ways of playing: one is to build his own IP, and the other is to borrow someone else's IP, that is, implant.
The first layer of gameplay is the shaping of self-IP. Music festival, street dance competition, animation ... these are not only cultural factors, but also the establishment of a product "personal design". Jiang consolidated his position step by step, not only oriented his products to young people, but also paid attention to young people's preferences in IP shaping.
Jiang writes his activities into words and maps, and promotes them regionally and nationally with the help of official WeChat accounts and new media. Since the IP gameplay, to put it bluntly, it is a problem of resource integration.
The second layer of gameplay is IP implantation. IP implantation of ginger began at 20 14. 20 14, 20 15 Jiang cooperated in this kind of youth drama "That year was in a hurry" and "You at the same table" in southwest China. Just as the movie just came out, Jiang helped them do poster promotion half a month in advance, and Jiang could use hundreds of thousands of terminal stores for promotion activities.
The real implantation began at the end of 20 15 and reached its peak at 20 16. On 20 16, ginger was on the screen for a whole year. From the hot pot hero, Mr. Good Man to the little parting, and then to passing by your world, Beishangguang still believed in love. From the midnight food store on 20 17 to the seven harmonious lives this year, ginger was implanted again every time.
Jiang initially positioned the promotion platform as social media.
Social media can interact with consumers at close range, with fast communication speed, low operating cost and accurate target users. This is much better than traditional advertising. In the traditional wine industry, the cost of TV and newspaper advertising accounts for 20~30% of the price of a bottle of liquor.
Jiang worked intensively on social media, and more and more consumers began to pay attention to and participate in it, forming the bond of brand communication and opening up the marketing iron ring of products, brands, communication and content.
Speaking of social marketing, how should we use it? Recently, the film "Later Us" became a hit, and Jiang launched an expression bottle, which once again poked our weakness and achieved the widest exposure at the lowest cost.
Now the liquor industry has entered the stage of quality consumption, and consumers are more rational. Especially in food consumption, they are more inclined to pay for quality. Feelings and stories have lost their original advantages. If a product wants to go on for a long time, it is the last word to consolidate its own quality.
Jiang belongs to Xiaoqu-flavor sorghum liquor, which has a soft taste, so young people will not have too much burden to drink. Jiang proposed to realize the revival of the old fragrance of national wine. The revival of the old fragrance corresponds to the product, because the revival must be from the inside out, otherwise it will be a vain shot and will not last long. For enterprises, "inside" is the product, and the product should keep up with the times and the young people of the times.
Jiang Xiaobai not only pays attention to the needs of young people, but also increases the investment in winery research and development, trains his own brewing team, innovates the brewing process on the basis of inheriting Jiangjin Baisha ancient brewing, and always insists on light body and light taste.
This low-alcohol fen-flavor liquor is more likely to meet the taste of international spirits. Jiang not only won the grand prize in the International Wine and Spirits Competition, the Brussels International Spirits Competition and the18th San Francisco World Spirits Competition, but also sold his products overseas, pushing China sorghum liquor to all parts of the world.
"The layman looks at the excitement, and the expert looks at the doorway." What advertisers see is Jiang's "painstaking" marketing, but few people pay attention to its brewing process. The greatest sincerity of a product is to control and implement the quality at the beginning of production. When we read Jiang's copy and watch Jiang's animation, we may also appreciate the "good intentions" of Jiang's stepping from the sorghum field to our table.