Jiangxiaobai made it into a National Higher Education Textbook as Classic Case Study

Lately, a new textbook for art and design majors at Chinese universities and colleges, New Media Planning and Design (a common textbook for both postgraduates and undergraduates), has officially been published by the Communication University of China Press–as scheduled in the “13th Five-Year Plan”–and put into use as a national textbook for higher education. The book includes many classic cases, such as Monster energy drink, Coca Cola, Japan’s Glico Pocky, France’s Mikado, Hublot wristwatches, Taobao, Alibaba, JD (Jingdong), Google, Japan’s Murano car, Mi.com, Gree and other brands–among them Chonqing’s Gaoliang (sorghum) liquor brand, Jiangxiaobai. Under the title “The Innovative Way of Jiangxiaobai”, Jiangxiaobai too, was included in the textbook as a successful case of brand-building.

Featured in the book’s fourth chapter, “Strategy and Planning of New Media Communication”.Probably the content is that in the era of new media, user needs are showing vertical characteristics, users’ demand for products is becoming more and more in depth, and products can only succeed in formulating communication strategies based on the user’s vertical demand. In addition to Jiang Xiaobai, there are cases of Coca-Cola and Gree in this section. They are entitled “Innovation,” “Transboundary,” and “Technology.” The teaching case focuses on the “Innovative Way” of Jiangxiaobai, and illustrates “how Jiangxiaobai makes innovations, and uses new media to gain popularity among consumers” under three aspects, namely the product categories, the products and the brand itself. That strategy is called “Sanpin Strategy” by Jiangxiaobai.