Dissecting Jiang Xiaobai’s copywriting, what’s so great about it?

Copywriting is just a result.

If you want to know why Jiang Xiaobai ’s copywriting is so awesome, you must break down the process of its formation.

It's like a student who always gets 100 points in exams. You can't just attribute it to his ability to do exams, but you have to look at his family education, his own personality, his intelligence level, his growth experience, etc.

1. First, let’s look at some basic business knowledge

Diao Ye, the founder of Afu Essential Oil, has a particularly awesome methodology for product classification: infinite improvement type and limited improvement type.

First of all, what is infinite improvement?

As technology advances, products like mobile phones, computers, and cars can be endlessly improved as long as there is imagination. These products are infinitely improved products.

What is limited improvement?

For products like beer, shampoo, and cola, their improvements are limited. After a certain level, it is difficult to make any breakthroughs, so there is no obvious difference in quality. This is the limited improvement model.

So what is the difference between these two types of products when promoting them ?

For products with unlimited improvements, promotion is mainly driven by product performance; for products with limited improvements, promotion is mainly driven by brand .

2. Jiang Xiaobai's "three words" are his lifeblood

Then according to the theory of product classification, Jiang Xiaobai naturally belongs to the "limited improvement type", so it relies on brand to drive promotion.

You will also find a phenomenon that many people on the Internet complain that Jiang Xiaobai’s wine is not delicious, but it still cannot stop Jiang Xiaobai from making rapid progress in the market.

Why is this?

Because for "limited improvement" products, the brand is more important than the product.

What is truly valuable in the market is the "Jiang Xiaobai" brand, not the wine in the glass bottles.

If you put the trademark of these three words "Jiang Xiaobai" on any kind of liquor, Jiang Xiaobai's fans will buy it.

Sometimes when you tear off the trademarks of "limited improvement" products, you can't tell which is which. For example, when it comes to shampoo, can you tell the difference between Head & Shoulders and Pantene?

This also explains why Guangzhou Pharmaceutical Group and Wanglaoji had a big fight over a name, because the greatest value of brand-driven products lies in the brand rather than the product, and the "name" is the most important asset of a brand.

So if you are working in high-tech industries such as mobile phones, computers, and televisions, don’t learn Jiang Xiaobai’s copywriting, as it will lead you into a ditch.

3. Jiang Xiaobai’s “Three Positionings”

Since Jiang Xiaobai is a "brand-driven" product, three positioning issues need to be addressed on this basis: product positioning, market positioning, and communication positioning.

These three positionings are the key processes in forming the "final copy". Below I will use the theoretical model of Ogilvy's Chief Strategy Officer Ye Minggui to analyze them.

4. Jiang Xiaobai’s “Product Positioning”

Product positioning means: what I am to whom and what I can give you.

This step actually has little direct impact on the formation of Jiang Xiaobai's final copy, but it is of great significance to Jiang Xiaobai's overall market operation .

In the product positioning stage, "for whom" is generally described through statistics, such as age, gender, occupation, income and other statistical data.

Jiang Xiaobai's target consumers are obviously young people around 20 to 30 years old, mainly men. Due to their young age, they are generally middle-low income in terms of income and occupation.

Then "What am I" is to define the category and describe what category it belongs to, such as alcohol, clothing, furniture, etc.

Defining categories is the first step in all marketing . Without defining categories, there is no way to define the market.

Obviously, Jiang Xiaobai belongs to the "alcoholic beverage category".

"What we give you" defines the characteristics of the product itself. To put it bluntly, what is the difference between you and similar products on the market?

Jiang Xiaobai discovered that Xiaoqu-fragrance liquor has existed for so many years, but no brand has really gone deep into it and thoroughly explored it. In addition, it has great advantages: it is hand-brewed, pure and natural, has a mellow taste, and is more suitable for young people to drink.

Therefore, Jiang Xiaobai decided to focus on this type of liquor, and this is also the difference of the product.

After the product positioning is determined, the foundation for market positioning is laid.

5. Jiang Xiaobai’s “market positioning”

Based on product positioning, market positioning also needs to solve three problems: what group is it targeting, what they want to use it for, and what are their reasons for buying it.

First of all, in terms of which ethnic group is being targeted, it is very different from the "for whom" in product positioning. The targeted ethnic group is not defined based on statistics, but on the characteristics of the ethnic group.

To define ethnic characteristics, we need to find the "high ground" of the category, that is, which high-level emotions the product can satisfy people.

For example, the selling point of LV clothes is not the unique design and materials, but the satisfaction of the "vanity" of some people to keep up with the trend.

Based on this, the characteristics of LV's group are probably: pursuit of fashion, pursuit of style, like to be noticed, etc.

As for Jiang Xiaobai, it has found one of the "high grounds" of the liquor category - people have the desire to "vent emotions". In Chinese culture, there has been a tradition of "drinking to relieve sorrow" since ancient times.

From the commanding position of this liquor category, we can infer that the characteristics of the target group are: literary and artistic young people working hard in the city. Because this type of people have the strongest desire to express their emotions.

This is Jiang Xiaobai’s “target group” in market positioning.

The second question of market positioning: What is the purpose?

Based on the understanding of the commanding heights of the liquor category, "venting emotions", we can conclude that in what occasions are people more likely to open up and tell their inner secrets?

Is it a work social event or a large dinner with more than 20 people? Definitely not.

The most common occasion for people to express their true feelings is when they are gathering with a few close friends, and at this time they usually need some wine to liven up the atmosphere.

Therefore, the purpose of Jiang Xiaobai is to be a liquor for small gatherings of three or five good friends, and the special small bottle is based on this purpose.

The third question of market positioning: What are the reasons for purchase?

At the beginning of the article, it has been said that "limited improvement" products are brand-driven, so Jiang Xiaobai's strongest reason to buy is "understanding me" in its communication positioning.

Regarding communication positioning, I will talk about it in detail in the next question, but one thing needs to be explained here: one characteristic of liquor products is that they are highly substitutable.

For example, if you go to a restaurant with some good friends for a gathering, and you tell the waiter that you want Jiang Xiaobai, but the waiter tells you that it is not available, few people will change to another restaurant, but will instead change to another wine.

Therefore, in addition to its strong promotion capabilities, Jiang Xiaobai's channel capabilities are also strong enough. If you observe carefully, you will find Jiang Xiaobai in many restaurants of all sizes.

6. Jiang Xiaobai’s “communication positioning”

With the foundation of product and market positioning, you can then consider communication positioning.

Copywriting is the final implementation of this link.

Communication positioning still needs to solve three problems: for whom, who am I, and what to give you.

First of all, we still need to make it clear to whom the communication is for.

Based on the ethnic positioning in market positioning, we need to have a deeper understanding of this ethnic group and the deep-seated reasons why they use this product, which means we must have a deep insight into consumers.

The "who" in "for whom" is not a specific person, but this kind of insight.

As analyzed above, Jiang Xiaobai's target audience is "artistic young people working hard in the city" and its purpose is "a drink for small gatherings with a few good friends". So why should we drink Jiang Xiaobai at this time?

This is because, at this time, there are many emotions deep in my heart that need to be expressed.

Therefore, this “who” (insight) is to satisfy consumers’ desire for expression, which is also the deep logic of the copywriting bottle.

The second question: Who am I?

To solve the question of "who am I", we must first think about the deeper meaning behind the group's use of the product.

Here we need to distinguish between purpose and meaning.

For example, a wealthy man bought a luxury house in Shanghai. The purpose of purchasing the product was to let his children study in Shanghai and expand his network.

But his significance is to further develop and grow his own business.

For example, if a person applies for VIP membership of a gym, the purpose of purchasing the products is to make his body stronger.

But his significance is to make his life better.

So the purpose of consumers buying Jiang Xiaobai is to better express their inner emotions, so what is its significance?

In fact, when young people complain about their current lives and confide their troubles to their good friends, they have a yearning deep in their hearts. This yearning is the expectation of an ideal life, a life that young people are looking for.

Most young people prefer a simpler lifestyle, without so much intrigue, separation and departure. What they expect is a simple life where they can laugh when they are happy and love when they want to.

Of course, this kind of life is difficult to obtain, but precisely because it is difficult to obtain, it arouses people's desire for it even more.

The desire to return to a "simple life" is the deep-seated reason why people drink wine like Jiang Xiaobai, and it is also Jiang Xiaobai's slogan.

So when asked "Who am I?", Jiang Xiaobai's answer is: I am Jiang Xiaobai, and my life is very simple.

The third question: What is given to you?

The so-called "giving you something" is to give consumers an "ultimate benefit point", that is, what are the emotional factors that make consumers like the product.

For example, people like Coke not because the sugary drink tastes good, but because it symbolizes youth and positive energy; people like Nike not because of its good quality, but because of the fighting spirit it symbolizes.

So what is Jiang Xiaobai’s ultimate interest point (emotional factor)? It means "I understand you".

The reason why many people like Jiang Xiaobai’s copywriting is because the copywriting always expresses the inner emotions of young people. Jiang Xiaobai expresses the feelings that consumers cannot express.

That’s why Jiang Xiaobai’s copywriting can resonate with consumers and make them feel that the content “understands me”.

But there is one thing we need to note here, when Jiang Xiaobai expresses the inner emotions of young people, it is not varied and boundless, but he always has a character: a young person who yearns for a simple life.

He expresses simple love, family, friendship, and emotions, because "life is simple" is the deep meaning of Jiang Xiaobai's existence.

After solving the branding problem, the answer to why Jiang Xiaobai's copywriting is so awesome becomes obvious:

Accurate product positioning + market positioning + communication positioning.

To sum up.

1. Jiang Xiaobai is a "limited improvement" product, so the brand is of great significance.

2. Jiang Xiaobai's product positioning is: a Xiaoqu-flavored liquor with a unique taste for young people.

3. Jiang Xiaobai’s market positioning is to provide a liquor for young people who are more literary and artistic, to help them express their emotions when they get together with friends.

4. Jiang Xiaobai’s communication positioning is: to express for young people who yearn for a simple life.

So is Jiang Xiaobai just good at copywriting? The entire brand’s operational process and consumer insights are awesome!

The author of this article @于极 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games