Case Analysis | How does Jiang Xiaobai do brand marketing?

I believe many people have heard of Jiang Xiaobai’s successful marketing cases before. The author of this article will review Jiang Xiaobai’s product development history to see what other “marketing examples” are worth learning from.

Speaking of the three names Jiang Xiaobai, many people may have heard of him. Everyone's impression of him is "very successful in marketing" and "very creative." Today, by analyzing the case of Jiang Xiaobai Liquor, I would like to share with you the development trends that most Internet products or traditional products can learn from.

First of all, before talking about Jiang Xiaobai, let’s first understand what the product is?

A standard definition is that a product is something that solves a problem for some user.

A product manager needs to discover problems, find users, and invent or promote the creation and growth of this thing. In the past, when materials and products were scarce, it was not difficult to find this thing, and as long as it was produced, someone would pay for it. But today, when Internet products are so abundant, there are multiple products to solve any pain point. To produce this thing and get users to pay for it, more insight and innovation are needed.

Since the Jiang Xiaobai brand was launched on the market in 2012, it has always received a lot of attention and has been running smoothly all the way. The author has paid attention to the demand for this brand. Jiang Xiaobai's success trajectory is in line with the development trajectory of most successful products and companies. So, what is a relatively standard development trajectory suitable for most products?

The author would like to share his thoughts and conclusions based on the case analysis of Jiang Xiaobai.

The first stage of product development: polish product quality and iterate product core

The first stage of product development is to find something that can solve the problem and polish the quality of this thing. For example, Jiang Xiaobai liquor, its core is the wine in the bottle. Any future development will be based on the fact that the wine is good and tastes good.

Analogous to other products: WeChat’s chat function cannot crash, Taobao’s transaction process cannot be interrupted, only core and reliable users will continue to pay.

Jiang Xiaobai was founded in 2012. At that time, Jiang Xiaobai's Lao Tao saw a business opportunity. That is, traditional liquor is too strong and pungent, and young people nowadays don't like to drink it very much. So Lao Tao wanted to make a liquor with a lighter taste that young people would like.

Jiang Xiaobai uses Chongqing red sorghum as the raw material for brewing wine. Red sorghum wine has a long-lasting aroma, mellow taste, and sweet taste (I'm just guessing, after all, I don't drink white wine. Anyway, the Internet says that red sorghum wine is sweeter than white wine. I guess this characteristic is more in line with Lao Tao's concept - refreshing taste), and is very suitable for product "research and development".

After repeated research and development, the quality of the wine has been polished to a level that allows it to be marketed, and the core elements necessary to drive product growth are basically in place. If the wine doesn't taste good, Jiang Xiaobai wouldn't have grown so big, and people wouldn't be stimulated by it after the novelty wears off. I have previously conducted a survey of customers between the ages of 20 and 60, and the responses I received were all that the wine is still very good.

This involves the concepts of PMF (product that matches the market) and MVP (minimum viable product that is valuable to users). Before the product is launched, you should first fully understand the market, find the entry point, iterate in small steps, and polish it to produce a high-quality product.

However, in traditional industries, quality and other things are easy to judge because there are experts and experience. But in the Internet industry, which has relatively "intangible" products, how do you determine whether users will pay for them?

The author believes that Internet products are now very abundant. If you want to solve a problem, you can easily find many apps to achieve it.

In this case, the original APP can seek innovation in a certain idea and differentiate itself. If a new company wants to be shortlisted, it can also differentiate itself and find points of difference.

For example: There are many data analysis systems for enterprises on the market, and GrowingIO can stand out from them because it has grasped a major pain point and differentiation - a user behavior analysis system without embedding points, which can bring more convenience to users and gain more advantages in the market.

The second stage of product development: optimizing product packaging and finding application scenarios

Now that the wine is ready, how do you tell young people that this wine is made for them? A solid core of a product is only half of its success, while how to quickly reach users and packaging are the other half. The usual packaging of red sorghum wine is like this:

No matter how things change, the essence remains the same. No matter how the packaging changes, it is always festive and ordinary. If Jiang Xiaobai's previous liquor packaging was also of this style, or was simply optimized on it, I would like to say on behalf of young people - it is unattractive.

Jiang Xiaobai is bold in its innovation in packaging. Packaging is not only a design, but also a concept, a means to quickly capture target users.

As any product develops, its packaging is constantly being optimized, because as the application scenarios increase and iterate, the packaging will inevitably change. Jiang Xiaobai is very good at grasping the concept of application scenarios in packaging.

We can see that for any of Jiang Xiaobai’s packaging, he has already thought of the application scenarios for users:

Version 1.0, quotation version, quickly attracts target users. It has completely broken away from the previous packaging patterns of liquor. The small bottle, the exquisite and fashionable youth cartoon image and the classic quotations immediately attract young people.

The 2.0 version of the expression bottle enhances consumer participation and turns consumers into producers. Tens of millions of consumers can vent different emotions in scenarios such as reunions and heartbreak.

With the previous basic preparation, Jiang Xiaobai already has its own traffic. At this time, they continue to optimize the packaging. Each packaging follows a principle: one packaging is equipped with a slogan to help users name the application scenario.

There are singles wine, team-building wine, close friends wine, and award-winning wine. Young people don’t have the habit of drinking liquor, and don’t know when to drink liquor? Jiang Xiaobai has already thought about it for you, there is always a suitable wine for every occasion!

When mapped to Internet products, packaging is like our APP interface and sub-functions (sub-scenarios). As a PM, in addition to receiving requirements raised by users, you also need to explore more requirements.

For example, the fitness app Keep was only designed to solve the problem that many people could not afford personal trainers or did not have systematic fitness guidance when it was first launched. Later, as the product developed, Keep developed many other application scenarios, from home to outdoor, from bare hands to fitness equipment, from strength training to more aerobics and yoga, and even yoga has evolved from simple yoga to pregnancy preparation yoga, postpartum recovery yoga, as well as health record management and sports malls...

The more application scenarios a product can uncover that are useful to users, the stronger the user stickiness will be. This application scenario should start from being small and beautiful. First solve one scenario, observe market feedback, and then explore more.

The third stage of product development: Strengthen user awareness and consolidate brand position

Now that you are familiar with the packaging tricks and the basic brand awareness goal has been achieved, how can you then gain more recognition and approval from users? This is the third stage, which is to strengthen user awareness, that is, to change from selling products to selling brands and services, so that everyone can realize and continuously accelerate their recognition. This is for young people, it is the wine of youth!

Strengthen the brand, that is, make products service-oriented and do more scenario-based marketing. Let’s look at some typical examples of Jiang Xiaobai’s scene marketing:

Drinking party scene marketing

A tavern like a milk tea shop

Jiang Xiaobai YOLO Youth Civilization Music Festival

I think everyone is familiar with the concept of moving from entity to service/brand. There are many cases in real life, so I won’t go into details here. As long as the product has its own core value, coupled with creativity and marketing methods, development is inevitable~

Many companies and products will inevitably reach this step in the later stages of development. Products have core slogans and core selling points, and these need to be thought through before product design.

The fourth stage of product development: from selling products to selling capabilities and building an ecological platform

There is a saying circulating in the market now: It is better to make money on the B-end than on the C-end, and the domestic B-end dividends have just begun.

This statement is both true and false, and it is not yet known what product it is suitable for. But now many mature products are indeed slowly moving towards the B-end, trying to get a piece of the pie.

For example, Alibaba's platform, WeChat Enterprise Edition and other products are ready to go.

For traditional industries like liquor, in addition to wholesale, there is another personalized demand for B-side, which is customization.

Jiang Xiaobai’s second-generation packaging version, the expression bottle, also has the ability to be customized, but the customization is very small, just a sentence, mainly for individuals, for the purpose of brand communication and user participation. As it grows rapidly, Jiang Xiaobai has opened up more customization capabilities to niche customers (generally corporate users).

Jiang Xiaobai’s liquor is good and its brand is also good. They will accept some customized demands to meet the private scenarios of users or enterprises. For example, collaborating with other brands to design independent packaging.

If Jiang Xiaobai plans to build a platform, it may open up more customized scenarios in the future, such as customized wine for the company's annual meeting - not just the packaging, but also the taste; customized wedding wine; customized birthday wine, etc.

Gradually, you can monetize your abilities and start doing To B business.

Customized packaging for Jiangxiaobai and other brands

In addition to customization, Jiang Xiaobai is also building its own platform capabilities, developing from a single product to an ecosystem.

The picture below shows the news that Jiang Xiaobai is about to build an Internet town. After the Internet town is established, Jiang Xiaobai will no longer be an isolated liquor company. It can form strategic cooperation with other liquor companies, use liquor as the leader, drive sorghum planting and industrial supporting facilities upstream, and drive agricultural tourism and cultural tourism downstream to create a full industrial chain. He has his own platform capabilities to provide and can do a lot of things.

This is also the fourth stage of product development: ecology, from selling products to selling capabilities.

Summarize

Through the case of Jiang Xiaobai, we can see the development history and future trends of many products, from making products to creating scenarios to creating culture and industrial chains. Finally, the author briefly summarizes the development history of the product from the case of Jiang Xiaobai:

1. Build core product competitiveness and target target customers;
2. Optimize packaging to adapt to and explore more application scenarios;
3. From selling entities to selling services and concepts;
4. From single products to selling capabilities and building a platform.

Finished, welcome to leave a message and communicate~

Source: Waiwai