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How Tencent and Jiangxiaobai Rejuvenated a Traditional Spirit Category | 白酒年轻化很难吗?看看腾讯和江小白是怎么做的

May.31,2019

During dinner time, if you look around the hotpot restaurants on the streets of Chongqing, you will find that on the tables occupied by young people, in addition to Chongqing’s local Weiyi soy milk, there is a small bottle of baijiu.

Its packaging is light, and the bottle is printed with inspirational quotes, “The person in your phone is sitting opposite, why do you still stare at the phone?”, “I hope to pour you baijiu after ten years. And we are still old friends then.” This liquor brand called “Jiangxiaobai” has brought tremendous uproar to the Chinese baijiu industry since it was launched in 2012. It used its own unique packaging, young image and heart-to-heart communication to successfully make young people fall in love with drinking baijiu.

Tao Shiquan, founder and CEO of Jiangxiaobai, once revealed that “after 7 years of deep cultivation, Jiangxiaobai’s sales have exceeded 2 billion yuan in 2018, and he finally managed to cash tickets to both the national and the young adult’s market.”

On April 9, Jiangxiaobai and Tencent held a conference in Chongqing, discussing future collaborations. By integrating resources and capabilities of both parties, Jiangxiaobai would be assisted in strategic upgrading and tactical transformation, and be able to accelerate development of its smart omni-channel marketing in the liquor industry.

At the same time, the combination of Tencent and Jiangxiaobai created a special plan for the industry–called the “4 Cups”–from the data insights, user scenes, content, and smart retail alcohol, and promote Jiangxiaobai in the new drinking era of the new trend, to establish their own unique existence in the market of young people.

Cup #1: Where are Young People Hanging out (also Digital Spaces), what Moves them Emotionally?

“In the current era, the needs and demands of young people in drinks are much more diverse. Based on the ability of Tencent’s insights and its advantages in analyzing and creating user connections, with Jiangxiaobai bringing sensible understanding for a new generation of young people to the table, starting from the interest of consumers, or achieving perceptual recognition of young consumer groups, Jiangxiaobai’s product innovation and user experience can be greatly helped to continue to optimize and upgrade,” Tencent’s general manager for consumer advertising, Yan Na, said at the conference.

Indeed, in a young consumer dominated society, their diversified personal preferences have (due to depth and breadth) become the most difficult to capture insights on.

Tencent’s data insights can help Jiangxiaobai understand young people in different scenarios much more in-depth. This helps to expand the consumer base and target consumers more accurately.

Cup #2: The Full Range of User Scenarios. What do Young People Like?

Finding consumer groups is not enough. Jiangxiaobai has a large number of product lines to meet the different needs of young people in different market segments. For example, Jiangxiaobai encourages young people to use Jiangxiaobai as base liquor, adding other beverages to make their favorite alcoholic mix or cocktails, and living their individuality on different occasions.

In cooperation with Tencent, Jiangxiaobai can take advantage of the full coverage of Tencent platform products, relying on WeChat, QQ, Tencent Video, Tencent News, QQ Music and other platforms to better penetrate social, entertainment, information and other scenarios. The advantages for creating deeper connections with Jiangxiaobai’s consumer group are obvious.

Among these contacts, Jiangxiaobai was able to use the characteristics and usage scenarios of different platforms, communicate with targeted consumer groups in a targeted manner, find a resonance point between brands and young people, and establish closer ties with young people. In order to truly realize the communication and transformation of “finding consumers – reaching consumers – impressing consumers”.

Cup #3: IP Superposition to Achieve Value Resonance. How to Infiltrate the Gathering Places of Young People?

No one now doubts the huge effect that IP crossover has on a brand’s communication. In fact, Jiangxiaobai has an innate advantage in the use of IP. When it went public, it began to use original copywriting and user interaction to kickstart the market–to some extent, Jiangxiaobai itself is IP. In cooperation with Tencent, owner to a vast array of high-quality content, among which one can find Jiangxiaobai’s creations, this concept is even amplified.

In the internet show “Go Fridge”, created by Tencent Video, Jiangxiaobai deeply customizes common show concepts and communicates with young people through an all-time favorite topic, food, catching the trend of value entertainment. In addition, thanks to Tencent’s capability of super exposure, Jiangxiaobai’s YOLO music festival has been featured on all channels, becoming a culture phenomenon amongst the young. QQ Music gives another example of Jiangxiaobai’s integration with pop culture. By creating the right content for the right people, a strong emotional resonance can be achieved.

Cup #4: Embracing Digitalization. Smart Retail Helps Interoperability with Users.

If you are familiar with Jiangxiaobai, you might know that in 2015, the brand had already started digital operations. With the data and technology of Tencent, Jiangxiaobai could rely on the authenticity of data and the process of information logistics through QR codes on the bottle. Jiangxiaobai was also among the first batch of consumer brands to realize Tencent’s “Excellent Code” program.

Tencent’s high-quality solution for Jiangxiaobai has achieved an opening for products and marketing, making each product a digital contact that connects brands with young consumers, providing more accurate and customized services–a drinking culture with emotions, achieving long-term growth.

This time, the cooperation between Jiangxiaobai and Tencent will be even deeper. Tencent’s mini program, WeChat payment, WeChat for corporations, cloud service, digital traffic, as well as other capabilities, have opened up online and offline channels, allowing Jiangxiaobai to truly establish a 360° connection with young consumer groups and accumulate digital assets. These mechanisms help to establish a complete smart retail system, paying homage to the digital age.

“One of the common sayings today, is that brand activation works just like the cell metabolism. If our users are not constantly updating and continuing to iterate as the company grows, the new brand will age sooner or later.” Tencent Advertising Consumer Products deputy director Song Wei, remarks, “Tencent’s smart retail, based on Tencent’s marketing data, has enabled Jiangxiaobai to continuously reactivate the brand in forceful fashion.”

In Jiangxiaobai’s intelligent upgrade of the whole industry chain, how to maximize the value of users by leveraging technology, data and content IP is yet the biggest take-away of the cooperation between Tencent and Jiangxiaobai.

Tencent can connect all platforms in series to provide full-time, highly active 360° connectivity–fully connecting social, information, entertainment, tools and other Tencent system aspects, achieving high efficiency across the screen for liquor consumers–creating a short link, and setting up a high efficiency transmission loop. Based on this ecology, Jiangxiaobai’s brand value can be further magnified–through finding young customers, to online communication, to optimization and upgrading of offline smart retail.

Seven years ago, Jiangxiaobai used unique positioning to make a splash in the aged liquor industry; 7 years later, from one small bottle of baijiu to an entire sorghum plantation and baijiu distillery, Jiangxiaobai eventually covers an entire industrial chain layout to provide a path for the industry to learn from.

如果你晚饭时间到重庆街头的火锅店里看看,便会发现年轻人的餐桌上,除了重庆当地的维怡豆奶、山城啤酒,还有一种小瓶装的白酒。它的包装轻巧,瓶身上还印着一些打动人心的文案——“手机里的人已坐在对面,你怎么还盯着手机看?”“愿十年后我还给你倒酒,愿十年后我们还是老友。”

这个叫做“江小白”的白酒品牌,自2012年上市以来,就给中国白酒行业带来巨大震撼。它用自己特有的包装、年轻化的形象与走心的沟通方式,成功让年轻人爱上了喝白酒。

江小白酒业董事长陶石泉曾透露说,“经过7年深耕,2018年江小白销售额已突破20亿元,拿到了年轻化和全国化两张门票。”但显然,对于江小白来说这并不够。咨询机构罗兰贝格的调研报告显示,2017年中国大陆市场,30岁以下消费者的酒类消费占比分别为——啤酒52%、葡萄酒13%、预调酒11%,而白酒只有8%。

对于任何消费品公司来说,年轻人市场代表着未来。虽然江小白在年轻人市场上已有所建树,但是如何在未来的竞争中建立起更高的壁垒,抵抗潜在竞争对手的同时,又吸引更多年轻人把白酒加入自己的喜好清单之中?

4月9日,江小白与腾讯在重庆举办了“中国新酒饮时代”江小白×腾讯合作发布会。通过整合双方的优势资源和能力,助力江小白进行战略升级、战术转型,加速推动白酒行业全渠道营销能力的智慧升级。

同时腾讯与江小白的强强联手,将从数据洞察酒、用户场景酒、内容共建酒、智慧零售酒这四杯酒打造白酒行业解决方案特调,推动江小白在新酒饮时代下的潮流新征程,更好地在年轻人的市场之中建立自己的独有存在。

年轻人在哪里,玩什么?

第一杯:数据洞察酒,对年轻消费群体感性识别

“当前的新酒饮时代,年轻人的需求非常多变、多元。基于腾讯人群洞察的能力以及用户连接的优势,和江小白一起更清晰地了解新生代年轻人,以消费人群兴趣为出发点,实现对年轻消费群体的感性识别,助力江小白产品创新和用户体验的不断优化升级。”在这场发布会上,腾讯广告客户总经理栾娜说。

的确如此,在年轻人主导的消费社会里,他们的个性喜好成为了最难以捕获的洞察。

腾讯的数据洞察能力,便可以帮助江小白在不同的场景之中,实现对年轻人群的感性识别。通过深入了解与运营存量消费群体,不断拓展新增量用户,找到更为对味的目标消费人群。

年轻人到底喜欢什么,热爱什么?

第二杯:用户场景酒,全场景用户触达

找到消费群体还不够。江小白有着非常多的产品线,满足不同细分市场之中年轻人的不同需求。例如江小白鼓励年轻人用自己的产品作为基酒,加入其他元素来调制自己喜欢的酒精饮料,在不同场合中释放自己的个性。

而在与腾讯的合作之中,江小白可以借助腾讯平台产品的全场景覆盖优势,依托微信、QQ、腾讯视频、腾讯新闻、QQ音乐等平台,渗透社交、娱乐、资讯等场景,更好地触及白酒消费群体,连接品牌与年轻消费群体的多个触点。

在这些触点之中,江小白则得以利用不同平台的特色与使用场景,有针对性地与目标消费群体沟通,寻找到品牌与年轻人的共鸣点,与年轻人建立更为紧密的联系,从而真正实现了“找到消费者—触达消费者—打动消费者”的传播与转化。

如何渗透年轻人聚集地,IP大招让江小白稳赢

第三杯:IP强强叠加 实现价值共振

如今没有人会怀疑IP跨界给品牌传播带来的巨大效应。事实上,江小白在利用IP这件事上有着先天优势,它上市就开始借助各种文案和用户互动方式打响市场——从某种程度上说它本身就已经是一个IP了。而在与腾讯的合作之中,又将IP概念所赋予的能量不断放大。除了技术与数据,腾讯拥有大量的优质内容IP,其中,也许你已经能见到江小白的“身影”。在腾讯视频打造的网络综艺《拜托了冰箱》里,江小白深度定制植入,通过美食话题与年轻人沟通,释放潮流娱乐价值。

再如借由腾讯系超强曝光能力,全渠道共同打造江小白YOLO潮流盛典,成为年轻人打卡的线下潮流盛宴。

在QQ音乐等平台,你也会看到江小白与潮流文化的融合,通过打造贴合场景的内容共建,与年轻群体形成情感共鸣,实现情景与心境的融合。

智慧零售 助力与用户的互联互通

第四杯 把酒论道 拥抱数字化

如果你对江小白足够熟悉,那么便会知道在2015年,这个品牌就已经开始了数字化运营。江小白借助腾讯的数据和技术,通过瓶内二维码,实现了数据的验证真伪和全程物流信息查询——江小白也是第一批试点实现腾讯“优码”的消费品牌。

腾讯为江小白构建的优码解决方案,实现了产品与营销的打通,让每一个产品都成为连接品牌与年轻消费群体的数字化触点,为消费人群提供更精准、定制化的服务,输出有温度的酒文化,实现长效增长。

在此番合作之中,江小白和腾讯的合作也将更加深入,通过建立智慧零售体系,在数字时代完成向智慧零售的不断转型——借助腾讯的小程序、微信支付、企业微信、云服务等数字化的流量与能力,打通线上和线下渠道,让江小白真正建立与年轻消费群体之间的360度连接,不断累积数字化资产。

“如今常见的一个说法就是品牌活化,就像细胞的新陈代谢,如果我们的用户在随着企业成长的过程中没有完成不断地更新和持续迭代,早晚有一天新的品牌会老化。”腾讯广告消费品中心策划副总监宋堃说,“通过腾讯的智慧零售,基于腾讯营销数据的能力,形成江小白持续不断活化品牌的动力来源。”

在江小白的全产业链智慧升级中,如何借力技术、数据和内容IP让用户价值最大化,是这次腾讯和江小白合作的最大亮点。除了之前提到的四个实际操作的层面,腾讯与江小白两者商业生态的不谋而合,则是合作释放巨大价值的基础。

腾讯可以将各平台串联,提供全时段、高活跃的场景覆盖触点,实现全景连接——全面连接社交、资讯、娱乐、工具等全腾讯系场景,实现对白酒消费群体跨屏跨场景的高效触达,打造短链路、高效率的传播闭环。基于这个生态,江小白的品牌价值可以在其中不断放大,从而裂变出无数可能——从寻找年轻客群,到线上传播获得转化,再到线下智慧零售的优化升级。

7年前,江小白用独特的定位让传统白酒品牌看到了白酒行业的新鲜活力;7年后,从一瓶酒到一片高粱地、一个江记酒庄,江小白用全产业链布局为行业提供了可借鉴的路径。而这一次,腾讯携手江小白,又一次让整个行业看到了白酒商业模式的创新方向——腾讯的生态系统加上江小白的全产业链融合,能够让中国年轻一代的白酒消费群体,找到这个时代符合自己的白酒品牌,并且从中获得认同与共鸣。

文章素材来自:界面新闻

 

 

 

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