What can we learn from Jiang Xiaobai’s marketing case?

In recent years, Jiang Xiaobai has achieved rapid and low-cost market entry by subverting traditional marketing methods. So what can traditional companies learn from Jiang Xiaobai’s marketing case ? How can we achieve changes in marketing methods on this basis?

Professor McCarthy, an American marketing scholar, believes:

A successful and complete marketing campaign means the act of placing appropriate products and services in a specific market with appropriate products, appropriate prices, appropriate channels and appropriate communication and promotion methods.

Nowadays, almost all traditional enterprises in the market are operating according to the 4P theory. Companies develop products, set product prices, build online and offline channels, and then use advertising and other means to promote and sell products.

However, with the rise of the Internet and mobile Internet of Things, although the traditional 4P theory can still be used, it can no longer meet the marketing needs in the mobile Internet era.

There are several main reasons:

(1) Consumer demand changes too fast

In an environment of consumption upgrading, there is great uncertainty in changes in people's consumption concepts, demands, and methods.

In the past, companies produced products by segmenting market demands and positioning them to develop and produce them. At that time, product demand was single, consumers had more functional demands, and the types of demands were relatively concentrated.

At this stage, companies can earn considerable profits by developing a product that meets market demand and selling it on a large scale. However, in the new marketing stage, consumers prefer personalized and unique demands. If you only produce one product and can only meet the needs of a small number of people, and then consumption continues to upgrade over a period of time, your product will quickly be eliminated by the market.

(2) Channel diversification and time fragmentation make channels unpredictable

The channels for traditional enterprises are offline sales through supermarkets, convenience stores, etc. The rise of e-commerce and mobile e-commerce platforms such as Taobao , JD.com , and Pinduoduo has made online sales a major channel as well.

In the past two or three years, the rise of micro-e-commerce and WeChat business has become extremely popular. What are the channels for the next products?

I don't know either. The rise of e-commerce has caused the business of many physical stores to decline, and the rise of micro-e-commerce has made individuals the center of sales. For companies that are currently industry-leading brands , if they use traditional channel models, their offline channels are already solid and difficult for competitors to surpass. But in the mobile Internet era, channels have become unpredictable, and in the blink of an eye, your competitors are ahead of you.

(3) The great changes in marketing methods have diversified the marketing methods of enterprises

In the traditional stage, corporate marketing methods were relatively simple, including newspaper advertising, television advertising, high-speed advertising, search engine advertising, industry directories, etc. These marketing methods were very effective in the initial stage because the information channels that consumers were exposed to were relatively simple and the number of competing products was small. Corporate brands and products could easily occupy the minds of consumers through these methods.

However, in the Internet stage, social media, content e-commerce, internet celebrities KOL , live streaming marketing, and various self-media are replacing traditional media with their different values. More and more groups are becoming the mainstream way for people to socialize with their fast and efficient communication methods.

Changes in the social environment have affected people's lives and are becoming the main factor affecting their consumption needs. For example: The rise of TikTok made Answer Milk Tea famous overnight, and the TikTok celebrity's bowl-breaking wine allowed a bowl factory in Xi'an to support hundreds of people.

These examples tell us that the way marketing is done is changing dramatically.

Case Study

In recent years, Jiang Xiaobai, Niu electric vehicles, and Xiaomi mobile phones have achieved rapid and low-cost entry into the market by subverting traditional marketing methods.

The author explains the case of Jiang Xiaobai and sees how it upgraded the traditional 4P theory and occupied a place for itself in the difficult environment of the majority of wineries.

China's liquor industry has always been a traditional industry, and the new retail era is a huge challenge for traditional enterprises. Jiang Xiaobai can be said to be the first Chinese liquor brand to enter the younger market. We will interpret Jiang Xiaobai's marketing strategy through the 4P theory.

Product: Jiang Xiaobai has a "product-first" principle. Jiang Xiaobai spends 40% of its time on consumer insights, 30% on product development, and 20% on branding. He invested a lot of time in products and consumers, and through continuous online and offline research, he basically gained insight into consumers.

Based on user insights, we can deduce what kind of product users want. Jiang Xiaobai’s largest product is Jiang Xiaobai (expression bottle), and the birth of this product is entirely based on insights into consumption scenarios. Many traditional companies spend less than 5% of their time on users.

There are countless problems caused by drinking in today's society, some of which have even caused a lot of jokes. When friends drink, they like to compete with each other secretly, and see who drinks more. Jiang Xiaobai’s specially designed 200g small bottle perfectly solves the pain point of “wine fights”. This product design is the result of user insights .

Price: Jiang Xiaobai's 2-liang package is 18 yuan, and the 6-liang package is 45 yuan. Compared with traditional liquor, this price has almost dropped to the mid-range. It is neither cheap nor very expensive, but a medium price. Therefore, it has no price advantage.

Channel: Youjiang Xiaobai originally seized the blue ocean market of young people, and did a good job through hunger marketing, directly targeting agents. The quota of agents in each region is limited, and they will generally not be replenished after the quota is sold out. This channel is not much different from traditional enterprises.

Marketing: Good products and good marketing are the key to Jiang Xiaobai's success. Jiang Xiaobai has attracted young consumers' active attention to the brand through powerful content marketing . The most critical point is that the content needs to be attractive enough to make consumers actively search for Jiang Xiaobai, rather than simply using media exposure. Simply using media exposure is the marketing method of many traditional companies.

(1) For example: The use of the expression bottle has enabled Jiang Xiaobai to achieve widespread dissemination through friends and social media, which is currently an effective way to carry out low-cost dissemination.

By conveying everyone's true emotions through the "expression bottle", consumers' precise social needs are met, allowing real interaction between companies and users to begin. Users can create their own copy on the bottle, giving them an opportunity to express their own opinions and enabling the product to better communicate with consumers.

Jiang Xiaobai uses social platforms and self-media to make one-way advertising more interactive, eliminating the barriers between users and brands, and making consumers not only individual consumers but also product developers.

(2) Through the dissemination of social media and taking advantage of hot topics, the brand has achieved strong exposure. For example: Jiang Xiaobai keeps up with social hot spots and launches handwritten paper sleeves for graduation season, advocating paper communication of emotions, saying on the paper sleeves what was not said during the graduation year, with diverse memories and customized exclusive messages, strengthening the brand's original intention of promoting the expression of emotions.

(3) Xiaobai cooperated with Tongdao Dashu on IP and launched online and offline joint activities to ignite Weibo and e-commerce platforms, and cooperated with product draws and giveaways to reward fans. Through cross-border forms, fan marketing was used to increase brand stickiness, so that products could be innovated while increasing sales and popularity. Cooperate with APP, pay tribute to thinkers, call for broadening people's cognitive boundaries, lifelong growth, launch deep and thoughtful quotations, and discover another better self in the dwelling place of the soul.

This series of marketing methods made Jiang Xiaobai more and more popular, and its sales volume increased from 0 to 100 million in just five years.

So, as traditional enterprises, what should we learn from this?

How do traditional enterprises change their marketing and promotion methods?

1. Develop products by understanding consumer needs, consumption scenarios, emotional needs, etc., and involve consumers

When traditional enterprises are doing product research and development, R&D personnel focus on functionality and do not make any additions. For example, digital home appliances such as televisions and refrigerators are very suitable for functional research and development. However, for consumer goods such as cosmetics, alcohol, and beverages, creativity needs to be incorporated into the products.

Products need to follow "functional value, experience value, and emotional value". Functional value is to meet consumer needs, experience value is to make consumers enjoy using the product, and emotional value is to mobilize consumers' emotions, such as: missing relatives, patriotism, nostalgia and other emotions.

Go into consumers’ lives and observe them. Newcomers in the company who are not familiar with the products should go among the consumer groups and observe consumers purposefully. Because only at that moment, you are a user using the products or services designed and provided by others. At that moment, you are not a designer, but a user. Only in this way can we understand the real user thinking.

After positioning the consumers, the company needs to invite a series of target consumers of different categories, simulate their consumption scenarios, and have relevant personnel observe in secret, allowing these consumers to participate and provide a series of ideas for the company's product iterations.

2. Product packaging, copywriting packaging, etc. need to have "social communication attributes"

In order to let the audience know about the brand and products and make the final purchase, traditional enterprises generally use brand promotion (advertising, etc.) + channel distribution (negotiation by the field sales team) + core consumer pull. At this stage, marketing through this method has too high marketing costs, low conversion rates , unpredictable results, and consumers "reluctantly" buy.

In fact, the product itself is our marketing carrier. Enterprises can achieve low-cost marketing communication through simple initial distribution and through the product as a carrier.

If your product is distinctive enough, the price is high enough, and the emotions it appeals to are rich enough, the initial seed consumers will definitely be willing to take photos of you and share them on social media. Perhaps a simple product design, sentimental copywriting, a unique product shape, or a unique product function can all enable consumers to spread the product through social media such as Weibo and WeChat .

3. Make your marketing methods more refined and interesting, so that consumers can participate in your marketing activities

Traditional TV advertising and other types of advertising target a relatively broad audience. In the new marketing era, more refined advertising is needed to acquire a portion of seed users . Only by contacting, serving, and operating these seed users can consumers spread the word for you spontaneously.

For example: if a company produces cosmetics, it can recommend advertisements through beauty experts on platforms such as Weibo, live streaming, and Tik Tok, or it can use the corresponding beauty app to place advertisements in splash screens, information streams , and other places. Such marketing channels are very accurate in targeting the target audience.

In addition to precise marketing channels, marketing activities must also be very interesting. The main purpose is to allow consumers to participate in activities at a low cost, in a simple, fast, interesting and happy manner. In order to increase fan stickiness and create viral topics, marketing activities can be carried out both online and offline.

Marketing campaigns need to be very creative and the materials need to be unique and fresh. For example: looking for little yellow ducks all over the city and sharing gift-giving activities; a clothing company produces a batch of clothes with the words "Please take it for free" and then puts them in stores for consumers to participate in the activity; if you are a beverage product, you can invite experts and opinion leaders on Weibo to hold a tasting session.

There are many kinds of marketing activities, including event marketing , hot spot marketing , product marketing , etc. If you have good ideas, you can execute them as long as you can create topics and increase fan stickiness.

4. Improve user experience of products, activities, creativity, etc.

User experience is the connecting point of all product links. Consumers have four identities in the entire marketing process, namely, audience, buyer, experiencer, and communicator. How to provide good user experience in each marketing link is worthy of consideration.

• Audience experience: If your advertising bombardment is excessive and causes disgust among the audience, your marketing will fall to the bottom. Therefore, it is necessary to analyze users in marketing activities, make the advertising and activity information they receive interesting, and make them participate in the activities happily.
• Purchasing experience: Allow users to solve problems more quickly from entering the purchase address, product introduction and details, customer service reception and question answering, product delivery speed, etc.
• Product experience: Product packaging should enhance customers’ recognition of value, and the assembly and use of products should be made as simple as possible for users, which means maximizing the product’s cost-effectiveness.
• Communication experience: If your product is cost-effective enough and the product experience is good enough, most consumers will be willing to spread your product. Everyone has the desire to show themselves, show off, and seek social recognition. Understanding their psychology and designing the communication experience accordingly is a key point in marketing.

In summary, marketing in the new era is to enter the consumption scene, understand consumer psychology, develop cost-effective products, and increase user participation through interesting marketing activities. Provide good user experience for products, activities, sales, etc., and let seed users continue to help you spread word of mouth.

Only in this way can we achieve wide dissemination and sales at low marketing costs.

The author of this article @喵丽伟 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