Tao Shiquan: Brand Practice of Jiangxiaobai
From December 7th to 9th, Tiantu Investment held a entrepreneur club summit with the theme of “Future Consumer, Consumer First”. The summit aims to create the most cutting-edge awareness and judgment towards the current consumer field through collision of ideas. Based on speech content of Tao Shiquan, founder and chairman of Chongqing Jiangxiaobai Liquor Co., Ltd., this article shared how Jiangxiaobai captured a new generation of young consumers through productism and understanding of intergenerational culture.
China’s baijiu industry has always been a traditional industry and will face great challenges if it does not undergo innovation. Jiangxiaobai can be said to be the first liquor brand who attempts to enter the younger market in China. So we have been trying to understand how to understand the culture pursued by the generation after 80s and 90s and how to cater to a new generation of consumers.
Everyone talks about consumption upgrading. And I have summed up the “three conformity” principle of consumption upgrading: The product shall be in conformity with high-quality standard, the brand shall be in conformity with needs of minority and the price shall be in conformity with the public standard. Jiangxiaobai’s productism logic has formed its own methodology. As a consumer goods company, where should our energy be spent?? One of my own conclusions is PPBS. The first P is the insight of the person. The second P is based on product research and development; The third B is about how to make a brand; The fourth is the sales channel. Maybe we are willing to spend 40% of our time in observing consumers, 30% on products, 20% on brands, and it will be really comfortable when we do sales.
