Decryption: Possible Reason for Jiangxiaobai’s “Cool” Culture to Go Popular

To make a fashion is better than to depend on one.

In November 2017, JIANGXIAOBAI JUST BATTLE International Street Dance Competition was held. The event turned out to be like a big party for young people, with street dance stars from home and abroad joining the activity or acting as judges.

In 2016, “JIANGXIAOBAI YOLO Hip-Hop Music Festival” was held in Changsha and other cities, featuring C-BLOCK, KAFE.HU, GAI and NO FEAR. A year later, these performers all became mainstay rappers, with GAI becoming the festival favorite, and “JIANGXIAOBAI YOLO Hip-Hop Music Festival” becoming the most popular show for rap music in 2017.

Besides rap music and street dance, Jiangxiaobai also sponsored a graffiti competition, and selected talented graffiti artists from the domestically held JOYBO Street Art Competition to join an international competition in Germany.

To fully embrace young people.

Jiangxiaobai comes with open arms to embrace young people. Its support for rap, street dance and graffiti is just a reaction to popular fashion amongst the youth. The intergenerational culture gap is occupying every brand, and its effect may go far beyond our imagination. All brands in business and their established tags might need to be reshaped to attract young people, and to seek resonance with them.

Young people don’t like liquors with strong flavor, so Jiangxiaobai lowers its alcohol content by “MIX Drinking”, trying to attract the young with “light flavor”. Traditional baijius feature the same old flavor, not attractive to the young who like fashionable, cool things. Jiangxiaobai caters to them and encourages to mix their Gaoliang liquor with other ingredients. The old recognition for popular liquor brands has been rebuilt, greatly revitalizing this traditional market.