1 thought on “Breaking the situation Jiang Xiaobai”

  1. In new consumer changes, Jiang Xiaobai is not just a breakthrough.
    This article | Ziyu
    produced | New business comments
    The Chinese wine drink market is changing.
    This plum wine in Japan became the first choice for the majority of women’s drinking. German craft beer gradually became a standing for the literary niche youth table. …
    The market share of Chinese wine and drinks is squeezed by more and more imported wines, not only incrementing food, but also being robbed of stocks.
    But in China, companies such as Jiang Xiaobai realized the changes in the new generation of people. As early as 1989, the new wine layout of sharp and multi -category began.
    behind the small trends of the drinking market for new wine, the lack of structural competitiveness of Chinese liquor in the past ten years.
    Mid -high -end liquor is obsessed with the traditional tall wine bureau, ignoring the sincerity and care of user needs. And this is the sensitive point of the new generation of consumer groups, and it is also the starting point of the new wine brand.

    The wine and drinking consumption have played a “new wind”
    Cao Cao’s “boiled wine theory of hero”, Guan Yu “warm wine cut Huaxiong”, Zhao Kuangyin “cup of wine to release military power” … Since ancient times, since ancient times, since ancient times, since ancient times, since ancient times, Wine not only carries the Chinese dietary customs, but also contains the spirit of the people and the culture of etiquette.
    The data of the “Inspecture of the Teaching and Water Consumption in 2020” shows that the growth of drinking consumption in young people after 90/95 has great potential. Both the consumer and per capita consumption level have shown a growth trend.
    In addition, female consumers are constantly incorporated into the online drinking market. After 90/95, female consumers occupy half of the rivers and mountains, becoming the backbone of alcohol consumption.
    . Unlike the single drinking culture of the older generation of consumers, the new generation of consumers are pursuing diversification, personalization, convenient and fast, and they are more willing to try and create different pattern drinking experiences.
    Whether it is liquor, red wine, wine, sake, fruit wine, cocktail, as long as they can mobilize a variety of layers of taste buds, they will not hesitate to pull the money in the bag.
    The demand stimulus supply, also reshaping industry specifications. On the one hand, the pattern of wine and drinks is differentiated, and liquor jumps into the most widely audience. On the other hand, the potential of the new generation of consumers’ drinking consumption is prominent, and the value expression has shifted from showing their status to the prestige and pleasing. The consumption scenario breaks the traditional boundary and becomes diversified and diveted.
    The changes in the consumption of wine and drink not only reflect the new requirements of nationals for drinking consumption services, but also means a new round of industry reshuffle.
    The new generation of groups are growing consumer strength, vigorous consumption demand, and consumption attitudes that coexist rational and personality.
    “New Jiu drink era” is accelerating.
    On September 24, Jiang Xiaobai announced the completion of Series C financing, led by Huaxing Capital’s Huaxing New Economic Fund, Bailie Gifford, Zhengxingu Capital, Recruitment of Bank of China Capital, Kunyan Capital and Wen Shi International. cast.
    In the environment where the consumption volume of the entire industry is greatly reduced, Jiang Xiaobai can complete financing against the trend and successfully break the circle. One important reason is that it conforms to the tide of consumption in the new wine era.
    Pybao, chairman of Huaxing Capital Group and founding partner of the fund, said that when intergenerational culture is replaced, the consumer industry will usher in a wave of traditional brand rejuvenation and the birth of the birth of new brands. This is the opportunity of the times.
    The simultaneous social currency and personality symbols at the same time, in the process of intergenerational culture alternation, also requires a unpaid wine company that can meet a variety of consumer scenarios and personalized consumption needs.
    The appearance of Jiang Xiaobai created the possibility of comprehensive and multi -scenes to meet the demand for new generation of alcohol drinking consumption.

    This Jiang Xiaobai
    Why should you detonate the new wine and drink track
    , in fact, Jiang Xiaobai’s birth is a bit “uncomfortable”.
    The golden period of liquor in the ten -year gold ended abruptly around 2012, accompanied by the crisis of consumption faults.
    The investigation report of the consulting agency Roland Berg shows that among consumers under 30 years of age, beer ranks first in the proportion of consumer wine consumption in 52%. %.
    The liquor is not only crowded in the market by foreign wine, but even with a trend of withdrawing from the new generation of consumer dining tables.
    , the interrogation period of the traditional liquor industry is both a crisis and a good opportunity to reshape the industry “a classic brewing world”. Essence
    The people who used young people to not drink liquor because they were “less or not, they did not taste suffering”, but the root cause was that the scene of young people drinking alcohol was very different from the past, and the scene was a necessary prerequisite for consumption.
    In three or five friends gather together, a drink together; watching movies at home, drinking alcohol alone; seeing a literary tavern on the street, I can’t help but want to try a cup … In addition to the scene of drinking, we see that wine is given a richer meaning.
    First of all, it is necessary to attract the attention in terms of product tone, especially highlighting the personality; second, the taste must be rich and the degree should not be too high. Retailers are overwhelming, and they can be bought anytime, anywhere.
    Obviously, traditional liquor companies have not yet met these needs of the new generation, and this is exactly the opportunity for Jiang Xiaobai to break through.
    Jiang Xiaobai founder Tao Shiquan first proposed the concept of “new wine”. The bottom logic is to produce products that meet the habit of drinking the new generation of consumers. Make high -quality and differentiated products.
    The landing of “new wine” concept is “old wine new”.
    “Old” is to follow the ancient brewing skills of liquor to ensure the most mellow taste of wine.
    “New” is to optimize and innovate iteratively. With users as the core, it continuously produces innovative products that meet consumers in terms of quality, taste, and even brands, social and social. Essence
    The people who are familiar with liquor may know that there are three basic incense types in my country’s liquor: fragrance, sauce, and strong fragrance. Among them, the fragrance is the source of liquor, and other fragrance types are constantly evolving on the basis of fragrance.
    In order to inherit the upgrade of the fragrance -type liquor technology, Jiang Xiaobai launched a simple sorghum wine. Among them, the “expression bottle” has also become the largest product in fragrant sorghum wine category. At the same time, Jiang Xiaobai also improved the flavor of the wine and drinking, compared the taste of traditional Chinese wine and the taste of major western wine, and upgraded the flavor of flavor, which enriched the taste level of Chinese liquor. Today, the wine breeding matrix represented by simple sorghum wine, fruit sorghum wine cubic cubic cubic cubic cubic cubic cubic cubic cubic cubic cubic cubic cubic cubic cubes and Meijian Qingmei wine.
    In order to better inspect the taste needs of the new generation and have a deeper link with them, Jiang Xiaobai also established a user co -creation mechanism to allow users to have the opportunity to participate in the taste design of the product and change the user to change the user. As a co -creator and sharing.
    Whether it is brand innovation or user value, it requires excellent quality support to truly penetrate the market.
    The decisive factor of a good glass of wine is very hard. It is far more than the fragrance. It also includes the local customs climate and the technique of brewing artist. It is even like the Scottish whiskey production area and the Bordeaux Wine Manor, which involves the entire industrial chain.
    Jiang Xiaobai’s place of origin is located in Baisha Town, Chongqing. It is actually hidden in the Dalou Mountains of Sichuan Wine and Guizhou Wine. It is also an ancient town with a history of 500 years of wine.
    The characteristics of climate, soil, water source and other factors, in the past ten years, Jiang Xiaobai has continuously excavated and conveyed the unique production area of ​​Baisha Town.
    In Bai Sha Town as the core, Jiang Xiaobai opened 5,000 acres of sorghum land, planted a special sorghum for winemaking, and the planned radiation area will reach 100,000 mu. The total investment of Jiangji Winery at the brewing base has also exceeded 2 billion yuan.
    In from Jiang Xiaobai, after this round of financing, it will continue to invest in sorghum planting to enhance old wine reserves and technology research and development, and lay the foundation for continuous brewing of high -port rations and wine.
    This building at the bottom of ten years, Jiang Xiaobai not only consolidated the brand imprint of “new wine” in the minds of consumers, but also strived to expand the production capacity and reserves of the supply chain, build a strong production line and a relatively complete upstream and downstream industrial chain chain These soft and hard -to -hard assets have also become the moat of Jiang Xiaobai to open the next ten -year foundation.
    The wind mouth will pass. Whether pigs can evolve into eagles or other real -flying species when the wind comes is the key to surviving after the wind stops. Adhering to the new wine, the deep -tie the industrial chain is the gene optimization of Jiang Xiaobai’s evolution to become a new species.

    The new bureau of the wine and drinking industry
    Since the “three public consumption” policies were introduced in 2012, the liquor industry has undergone a round of change. Business and mass consumption transfer. This also means that the value driving force of terminal consumers is further enhanced.
    The post -80s in China has 228 million people, 174 million after 90s, and 146 million after 00. They are the main composition of my country’s middle class and the core group of changing social consumption structures.
    The industry experts predict that the size of my country’s liquor market in the next five years will reach a trillion level. Among them, the new generation of 18-30 years old is the most gold -containing value group to promote the further development of the liquor industry.
    has a distinctive values ​​and personality release, rejecting homogeneity, and pursuing high -quality good things is their label.
    In in recent years, the rise of online celebrity brands such as Happy Tea, Master Bao, and instant noodle canteen can also be seen that in the past, “large and comprehensive” universal products have long been unable to meet their needs. Only priced products can become “good heart.”
    The status quo faced by my country’s liquor industry is that a few traditional high -end liquor brands are excellent in quality but expensive, and ordinary people are difficult to bear. On the other hand, low -cost brands with strong regional attributes are active in the bottom market.
    The quality and affordable products that be able to undertake the bonus market in the white wine market in the future are still blank. This is also the “third pole” that domestic wine companies are expected to break through the bureau.
    It many traditional wine species in China, but no wine company can maximize the demand for consumers’ increasingly diverse drinking needs, nor did it give birth to a true “national high -end food and wine” brand.
    The reason is that the company has not established long -term goals in the development process and lacks an international perspective. When the “new consumption” tide comes, product channels and brand marketing have not been prepared.
    The essence of business is always products, customers and experiences. Jiang Xiaobai relied on high -quality, high -brand cognition and recognition, and high consumption frequency, relying on continuous iterative products and powerful supply chain backing, and took the lead in seizing the minds of this group of “high net worth users” in the new generation. The industry competition also occupies more initiative.
    The start -up period of the industrial maturity of all industries will go through the start period of the emergence of all things and the integration of resource integration.
    . After forty years of reform and opening up, the wine and drink industry has also entered the era of internal skills in the internal skills of fine cultivation from the market share. Quality supremacy and value return have become an important direction for the development of wine and drinking enterprises in the future.
    Millennium wine industry has ushered in a new industry bureau. Chinese liquor urgently needs a group of high -end grain and wine products with a global universal taste experience. This is the third development path of Jiang Xiaobai. The horn of evolution of the wine industry.

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