The success of Jiang Xiaobai’s marketing does not only rely on copywriting!

Friends who work in operations and write copy should have heard of Jiang Xiaobai. In terms of copywriting level, Jiang Xiaobai can be called the Durex of wine.

Many people say that if a "wine lover" is asked to drink Jiang Xiaobai, he will definitely say it is too unpalatable. The reason why Jiang Xiaobai is so popular is because of the copywriting.

If Durex's strength lies in its creativity, then Jiang Xiaobai's strength lies in its sentiment.

But if you look carefully at Jiang Xiaobai's copywriting, you will find that its copywriting is not impossible to replicate. You must have seen a lot of similar sentimental copywriting in your daily life. These are definitely not the only ones that can be written by Jiang Xiaobai, so why is this one so outstanding?

Next, let’s talk about how Jiang Xiaobai’s copywriting is not simply “written”.

1. Brand positioning determines the copywriting style

As mentioned above, if Jiang Xiaobai's wine is given to a middle-aged person who loves liquor, he may say it tastes bad. But this will not have any impact on Jiang Xiaobai, because he never targeted "wine lovers" as his users.

Jiang Xiaobai's users are young people.

What are the characteristics of young groups?

——Most young people don’t usually consider drinking liquor. Compared with white wine, they may prefer beer, foreign liquor, or milk tea.

What is liquor in the eyes of young people?

——That is what parents and elders use to drink; that is what they use to fill the cup during social events at the dinner table; and that is what they use to pretend when they are showing off. How many of them understand liquor? I'm afraid there won't be even one out of a hundred.

Therefore, most liquor brands will avoid the young group. But Jiang Xiaobai doesn't do that. He wants to target young people and make liquor younger and more fashionable .

Tao Shiquan, the founder of Jiang Xiaobai, once said:

Traditional culture must communicate with consumers using modern language. It is still traditional at heart, but the way of communicating with consumers has become more modern and fashionable, making it easier to be accepted.

Therefore, Jiang Xiaobai’s packaging, copywriting, price, and even the brand image of a man wearing a windbreaker and a scarf are all designed to better suit the “tastes” of young people .

Therefore, Jiang Xiaobai is not only good at copywriting, but more importantly, the accurate brand positioning first determines the overall style of its copywriting. These copywritings are not written for "wine lovers", but for young people who originally don't like liquor.

2. User groups determine the type of copywriting

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? If ten young people watch it, probably nine out of ten will say that they are deeply touched. Why? Because young people all have something in common.

Based on the principle that minors cannot drink alcohol, let's roughly analyze Jiang Xiaobai's target users:

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 what we often say, why do we need to create user portraits?

Regardless of the industry, 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.

Only when you understand these, you will know what kind of copy can most impress them.

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. Marketing promotion ensures that the copy reaches the target audience

People often use 5w2h to analyze Jiang Xiaobai's triggering scenarios . Let's take a look:

What: What is Jiang Xiaobai? It is a liquor that can dispel sorrow, boost courage and connect emotions.

Why: Why drink it? Work is not going well, love is not going well, brother, give me a hug (sing it)...

When: When to drink? Party, happy, lonely, unhappy...

Where: Where to drink? At home, at a food stall...

How: How to drink? Drink while standing, drink while sitting, drink with a toast, drink as punishment...

How much: It depends on your mood. It's not expensive anyway...

Therefore, Jiang Xiaobai's triggering scene can be easily inferred.

Since it is a liquor for young people to drink, it will naturally appear in places where young people gather .

Do you often see Jiang Xiaobai's label bottles on the tables of food stalls and small restaurants? Have you ever seen Jiang Xiaobai’s poster at the door of a grocery store?

It is reported that Jiang Xiaobai has millions of offline terminals, which is the key. In all scenarios where consumption may occur, you can see Jiang Xiaobai's copywriting and easily buy Jiang Xiaobai's products.

In addition, Jiang Xiaobai often appears in film and television works. "The Darker Side", "A Little Farewell", "Hot Pot Heroes", "Passing by Your World", "Mr. Good"... If there are any other TV shows or movies that I missed, please tell me in the comments.

What’s even more amazing is the Jiang Xiaobai YOLO Youth Culture Festival. When hip-hop culture was still a niche carnival in China, Jiang Xiaobai had already set his sights on hip-hop culture. With the popularity of rap variety shows such as The Rap of China, YOLO and Jiang Xiaobai have become popular.

Most of the people who follow dramas and like hip-hop are young people, which perfectly fits Jiang Xiaobai’s target users.

Finally, Jiang Xiaobai also launched a series of ways to drink white wine, adding Sprite, milk, iced black tea, there is nothing it can't add, only you can't think of it, and many users on various social platforms also participated in sharing.

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.

After all, if no one sees it, then the copy is written in vain.

Summarize

The reason why Jiang Xiaobai’s copywriting is so outstanding is not only because of the excellence of the copywriting itself, but more importantly, it has accurate brand positioning, understanding of user emotions, and pervasive marketing promotion.

These are indispensable in the development process of the brand. Only systematic and comprehensive development can create a unique Jiang Xiaobai.

Author: Maotu

Source: Maotu