I have learned Jiang Xiaobai's copywriting, but why can't I replicate its success?

"Tomorrow has its own beauty, and today has its own perfection"

“There are two kinds of strangers: those you don’t know and those who pretend not to know you.”

"We try our best, not to live the way others want us to live"

Jiang Xiaobai's copywriting has always been regarded as a classic. I believe that many friends who are engaged in operations and copywriting should have heard of Jiang Xiaobai's name. In terms of copywriting level, Jiang Xiaobai can be called the Durex of wine.

If Durex's strength lies in its creativity, then Jiang Xiaobai's strength lies in its emotions. Its copywriting style is famous for its heartfelt touch, which allows it to gain insight into the audience's emotions about "broken love," "loneliness," "companionship," and "homesickness," and touches people's hearts directly.

The unique copywriting attracted many people's attention to Jiang Xiaobai, but it also gave many people an excuse to promote it - Jiang Xiaobai's success lies in its successful copywriting. The idea of ​​"copywriting wins" has attracted many brands. Not only do they regard writing copy like Jiang Xiaobai as an important direction for brand development, they even forcibly copywrite Jiang Xiaobai's copy to their own brands, always thinking that as long as they do this, their own brands will be able to break through the siege, become a dark horse, and carve out their own path.

In fact, this is not the case. If you only rely on copywriting, you will lose . This is no longer an era of one-way communication where copywriting alone can instill product selling points to the audience. Pouring all your energy into copywriting will often end up turning it into a brand self-entertainment.

If you observe carefully, you must have seen a lot of similar sentimental copywriting. These are not only written by Jiang Xiaobai, but often after being popular for a while, they are forgotten by the audience, or they do not make any splash in the market at all. What exactly is the difference between those brands and Jiang Xiaobai?

1
Differentiated brand positioning

The most visible manifestation of Jiang Xiaobai’s success is the text on its bottle, but its brand market positioning is often overlooked.

Young people are almost a blind spot in the liquor industry, and most liquor brands also avoid this group of young people. Jiang Xiaobai, on the other hand, did the opposite and seized this opportunity. He wanted to target young people and make the liquor younger and more fashionable.

Jiang Xiaobai strives to tell its consumers that liquor is not only served at a formal round table with multiple people, but also when three or five good friends get together, that is the correct way to serve Jiang Xiaobai.

The unique product positioning has enabled Jiang Xiaobai to cleverly avoid many competing brands, successfully cultivate a loyal user group among young people, and open up a development path for Jiang Xiaobai.

2
Exact copywriting type

If we analyze carefully, we will find that Jiang Xiaobai's copywriting types can be roughly divided into the following categories:

Youth: Youth is not a period of time, but a group of people.

Ideal: It is better to take some detours than to stay where you are.

Love: I used to be too shy to confess, but now I’m afraid to say goodbye.

Life: Only when you are inner rich can you escape the repetition of life.

Brother: I hope I can still pour you wine ten years from now, and I hope we can still be old friends ten years from now.

Yourself: Don’t spread your inner story everywhere, because you are not the only one with a story.

Emotion: We are at the same table, but we are listening to each other telling unfamiliar stories.

What do you feel after reading the above typical copywriting? Do you feel that it hits the mark and expresses your deepest thoughts? Why do I say this? Because young people all have something in common:

In your 20s, you have just graduated from school and entered the society. You travel all over the world with friends to pursue your dreams. It may be smooth or bumpy. You may leave your hometown alone. Friendship and love are not stable. There is nothing else, but there are a lot of emotions .

By summarizing these characteristics of young people and discovering their emotional needs in life, Jiang Xiaobai's copywriting types naturally determined the above-mentioned types.

This is why we say that we must create user portraits. No matter what industry you are in, you must first determine what type of people your users are, what common characteristics they have, what content they are interested in, where their pain points are, the emotions behind them, and the driving factors behind their decisions.

Accurately target your users among the scarce traffic. The reason why Jiang Xiaobai's copywriting can impress users is that it has sufficient understanding of users and establishes an emotional connection with users through copywriting. Once the emotions are connected, users will naturally become loyal fans. This is something worth learning for many brands.

3

Unique super IP

Jiang Xiaobai is positioned not only as a bottle of wine, but also represents a life attitude of today's young people. Jiang Xiaobai's products not only have a smooth and fragrant taste that is more suitable for young people, but it also delve into youth culture and builds itself into a super IP to meet the psychological needs of young people in different scenarios.

We optimized and upgraded the Quote Bottle and launched the Expression Bottle, which allows users to write their own copy.

Cross-border cooperation with popular movies such as "Passing by Your World", "Hot Pot Heroes" and "Fleeting Time"; since 2016, YOLO music scenes have been held across the country;

Cooperated with Two Points Ten to launch the animation "I am Jiang Xiaobai";

Hosted the Justbattle international street dance competition and the JOYBO street culture and art festival;

Launch of the mobile bistro "The World Exists for Only One Day";

Launched the Graduation Season Calling Campaign for five consecutive years, giving away wine nationwide;

…

Jiang Xiaobai's pervasive marketing ensures a large amount of exposure and reaches a large number of target users . Even if you have never drunk Jiang Xiaobai's wine, you have heard of Jiang Xiaobai's reputation.

It is well versed in the ways of brand communication. It not only spreads its content through film and television, offline and other scenarios, but also encourages users to produce, participate in and share their own content. Make sure your copy is written so that it can be seen by the target users no matter what the scenario is.

In essence, the idea of ​​trying to quickly create a product or a brand by copying and reproducing is unrealistic in itself.

Just like many brands imitate Jiang Xiaobai’s copywriting, Durex’s posters, and Heytea’s marketing, they rarely can replicate the success of these brands, and it is almost impossible for them to become industry leaders.

This is because the success of a brand itself involves many factors, whether it is the external market environment, the internal product tone, or the combination of the two. Any slight difference may lead to very different results.

Success is customizable and non-replicable. Instead of racking your brains to figure out how to imitate it more closely, it is better to spend some time thinking about your own brand and what development path it should take.

Author: Media Box

Source: Media Box