A Decade of Jiangxiaobai: Exploring the “Open-up Brand” of Liquor Industry
On November 19th, Jiangxiaobai held a strategic conference in the distillery to celebrate the 10th anniversary of brand establishment, which was broadcast live on the Internet. In the 20,000-square-meter distillery workshop, 44 production teams were making liquor, thereby adding a touch of hardcore to the conference.
“We hold the conference in the workshop and broadcast it live to the public because we want our users to get what they see” said Tao Shiquan, the founder of Jiangxiaobai. The enterprise hopes to obtain real-time feedback from users face to face to get consumers involved in the production reform and create and share the business achievements of the enterprise.
In fact, “workshop conference” is only one of Jiangxiaobai’s “open-up strategies”. The enterprise is trying to be “transparent” in key processes such as product production, product pricing, brand strategies, and business strategies.
“We hope to become a completely transparent brand, and even the company’s revenue and tax data can be open to the public.” Tao Shiquan said.
On November 9th, Tao Shiquan walked to the streets and listened to the true voices of users with an open attitude by means of live stream. “In this street interview, we have collected hundreds of heartful suggestions, which will be used to improve the follow-up product research and development.” Tao Shiquan said.
It is known that the reason why Jiangxiaobai can put users’ suggestions quickly into products is that a whole liquor-making industry chain was built up in Baisha Town, Jiangjin District in 10 years. The enterprise has firmly taken the wheel of the market by well incorporating the primary, secondary and tertiary industries, from sorghum planting and liquor production to product research and development, packaging design, and distribution.