Jiangxiaobai Express Bottle Overhaul Launched
The October survey shows that new generation baijiu Jiangxiaobai has become the first choice of spirit for the young. In recent years, in accordance with a new consumer era, quality life pursuit and consumption upgrades have become hot topics. In 2017, CBN and Uniqlo co-sponsored the “China New Middle Class Quality Life Survey” to understand the behaviors and attitudes of the new middle class in terms of brand, lifestyle and consumer preferences. The survey report shows that the new middle class who are more attentive to personalized brands, emotional experience, and quality life have gradually created a huge potential market.
Under the trend of pursuing quality life, new generation baijiu Jiangxiaobai, by virtue of its young and fashionable brand position, focuses on “small gathering and light drinking moments”, and, thanks to its “Express Bottle”, quickly stands out in the traditional liquor market. Now, Jiangxiaobai upgrades its “Express Bottle” once more, with even more careful deliberation and emotional resonance with the target consumer group. The inner page of the package is now showing the production process to reveal the ingenuity behind the brand’s product, catering to consumers with a love for Jiangxiaobai’s brand culture and quality taste.
Jiangxiaobai, since the launch of its first generation “Express Bottle” (“a product with a voice”), has been applauded for its original custom quotations, letting consumers express in simple and plain language their true feelings about life, resonating with a large portion of brand consumers. The product concept quickly became a phenomenon. Since the new edition of “Express Bottle” appealed for catchy quotes in January, tens of thousands of phrases, mottos, witty remarks and words of wisdom have poured in from Chongqing, Shanghai, Beijing, Tibet, Tokyo, Australia and basically from all over the world. Out of that plethora of expressions, only 48 were selected to be featured in the new edition. This event allows consumers to embrace their emotions, long buried within, and finally set them free.
The new consumption era not only topples the existing model but also creates unprecedented opportunities for all industries. This comprehensive upgrading of “Express Bottle” passes to the world a brand concept of quality and ingenuity, fundamentals to the business. We will always continue to create high-quality products that resonate with consumers.