What is going on in the Jiang Xiaobai case? Can there still be Jiang Xiaobai in the world?

<>On the evening of March 30, the court of first instance held that the "Jiang Xiaobai" trademark was not the trademark of Jiangjin Distillery, and the new blueprint company did not infringe on the legitimate rights and interests of Jiangjin Distillery.

In fact, this trademark dispute has lasted for more than two years, and it has not attracted much attention from the outside world because the advantage of the situation has always been on Jiang Xiaobai's side. For this case, many people in the industry feel that it is more like a porcelain encounter.

On the evening of March 30, Jiang Xiaobai Liquor **** also issued a Weibo statement on this incident, Jiang Xiaobai Company has registered more than 100 "Jiang Xiaobai" trademarks in China, and only the No. 10325553 trademark under its name is temporarily invalid, and other trademarks can continue to be used in accordance with the law, and the products can also be sold normally. Jiang Xiaobai's employment **** emphasized that no third party will be allowed to damage the "Jiang Xiaobai" brand, and Jiang Xiaobai Company will safeguard all the legitimate rights and interests of the company in the "Jiang Xiaobai" brand in accordance with the law.

Jiang Xiaobai belongs to the phenomenal product brand of the liquor industry, and the main consumer group is also a non-mainstream consumer group, and traditional liquor does not classify young people without social banquets as the target consumer group, but Jiang Xiaobai knows that it is completely unadvantageous to compete with traditional liquor, so he does the opposite to define consumers outside the target consumer group of liquor as Jiang Xiaobai's target consumer group, this slogan will win a short-term call for Jiang Xiaobai, and the marketing concept of youth network culture makes Jiang Xiaobai appear maverick. In fact, it's just unconventional, Jiang Xiaobai's sales in the past two years have also confirmed that it can't go far, a large amount of advertising expenses make it impossible to improve the quality, there is no quality that matches the best and the wrong positioning of the target consumer group, which will cause Jiang Xiaobai to be short-lived.

Jiang Xiaobai, what you drink is copywriting and marketing, don't talk to me about wine.

The reason is very simple, that is, morality is not matched, Jiang Xiaobai's advertising is doing well, but the quality can't keep up at all, so it is not chosen by everyone and disappears quickly.

Jiang Xiaobai is the complete opposite of the phrase "the fragrance of wine is not afraid of deep alleys", the signboard of the wine shop is hung on the street, everyone knows it, but wine is not. This is a very understandable thing, Jiang Xiaobai is a completely new wine, and a good wine pays attention to an aging wine.

Only the precipitation of time can have good wine, and Jiang Xiaobai, an Internet celebrity brand that suddenly appeared, how could it be possible to make real good wine without any foundation.

Jiang Xiaobai is indeed almost everyone has heard of it, but there are actually very few people who really drink it, the first is because the quality mentioned above is not good, everyone may try it when they see the advertisement, but if they drink it once, they will not drink it a second time, how can the sales go up.

In 18 years, Jiang Xiaobai showed sales of 2 billion, but the entire liquor industry has a total of more than 700 billion sales, and Jiang Xiaobai, who is known to everyone in advertising, does not even have a market share of one percent.

Finished fishing, completed his design goals.

This is the wine that reaps the IQ tax.

BecauseJiang XiaobaiThe wine is not good and has a bad reputation, so it slowly fades out of people's field of vision.

In 2012, there was a wine named Jiang Xiaobai on the Internet that suddenly became a smash hit, "I am Jiang Xiaobai, life is very simple" Relying on this literary slogan and positioning, Jiang Xiaobai began to become popular on the Internet with various literary jokes.

attracted countless netizens to try, from an unknown distillery overnight to a well-known liquor brand, the popular Jiang Xiaobai, in variety shows.

, you can see its advertising in all major **.

Jiang Xiaobai's entrepreneurial journey

According to the development journey of a brand, Jiang Xiaobai has gone from a stage of rapid growth to a period of slow development, the dividend period belonging to Jiang Xiaobai has passed, and Jiang Xiaobai's development has entered a stable and slow process.

In the past, in our restaurant, nearly 10 customers came to buy this liquor a day, but now, there are only two or three consumers who need this liquor every day, mainly some young people, who used to have it.

With the changes and development of the market, Jiang Xiaobai is now more of an e-commerce route and catering channel, and the personal retail channel is decreasing. It was a smash hit at the beginning, but now many people say that this wine is not delicious, it is still very expensive, and the taste is not as good as the Beijing Erguotou for 3 yuan a bottle.

The reasons for Jiang Xiaobai's sudden disappearance are as follows:

1. The reason for Jiang Xiaobai's sudden disappearance is that Jiang Xiaobai lacks core competitiveness.

In the liquor market, the core competitiveness is very important, that is to say, at least one type of liquor must be deeply rooted in the hearts of the people, for the fledgling new generation of brand Jiang Xiaobai, it is even more necessary to make people deeply rooted in the hearts of the people, so as to have the continuous purchasing power of the product and the long-term stable purchase willingness of consumers, in layman's terms, you must have a product that can hold consumers.

Jiang Xiaobai, who disappeared suddenly, obviously didn't have any core products, but they kept developing all kinds of new products mixed with liquor, the result is that once a very rich giant votes for a new brand, it is easy to catch up with Jiang Xiaobai, lack of core competitiveness is equal to no barriers, and over time, the company will become more and more unadvantageous.

Second, the reason for Jiang Xiaobai's sudden disappearance Jiang Xiaobai ignored the essence of the enterprise.

What is most important to a wine company? It must be your wine, your product. Over the years, Jiang Xiaobai, who suddenly disappeared, has obviously been over-marketed, so that people's impression of Jiang Xiaobai is still in the brain and has not been implemented in the mouth.

When we see the success of Moutai and Wuliangye, its brand publicity must be able to match the product, which is the perennial accumulation of taste, taste and technology. Overemphasizing feelings and publicity will make the brand bloated, and consumer reputation must be established by the product itself, not foolishness.

The reason for this is very simple, that is, morality is not matched, Jiang Xiaobai's advertising is good but the quality cannot keep up at all, so it is not chosen by everyone and disappears quickly.

Jiang Xiaobai was founded in 2012 by founder Tao Shiquan. At the beginning of its establishment, Tao Shiquan had its own unique and clear positioning for this brand, that is, to break China's inherent wine culture and thought. As we all know, as a unique liquor brand in China, baijiu has a long history and culture in China.

So. In China's liquor culture, it's not so much about drinking as about drinking a culture. It is also for this reason that drinking wine requires drinking old wine, which has also become an inherent thinking of many wine lovers. For Jiang Xiaobai, this kind of thinking inherent in liquor culture actually severely limits the user portrait of liquor to high-end and elderly people.

On the contrary, it ignores the demand for liquor from young people and closes the willingness of young consumers to buy liquor in the liquor market. Therefore, in terms of positioning, Jiang Xiaobai has a clear positioning from the day of birth - to make a liquor suitable for the needs of young people! It is also for this reason that around 2015, with the heart-piercing copywriting and character shaping on the bottle.

Jiang Xiaobai found a bridge that resonated with the current young people, and it became completely popular all over the country. It is no exaggeration to say that whether you are passing by a street stall or walking into a high-end restaurant, you can always see Jiang Xiaobai's copywriting bottle. Even if you turn on the TV, the hottest TV series are full of Jiang Xiaobai's scene implantation.

In short, with this marketing method, Jiang Xiaobai at that time can be said to have quickly occupied the minds of many young users and became the hottest topic on major social platforms. But as we said at the beginning, after this Jiang Xiaobai's phenomenal popularity, there seems to be nothing left.

Jiang Xiaobai is a kind of naturally fermented and distilled simple sorghum liquor brewed and produced by Jiang Kee Winery, and it is also a cultural IP that represents simplicity and purity, and pleasure first. Jiang Xiaobai is committed to the rebirth of the old taste of traditional Chinese liquor, and adheres to the anti-luxury product concept of "simple packaging and refined wine" with the brand concept of "I am Jiang Xiaobai, life is simple".

The unique geographical environment and climatic characteristics have nourished Chongqing's long-standing winemaking culture. More than 300 years BC, "Ba Xiangqing" was paid tribute to King Zhaoxiang of Qin. Inheriting the traditional craft sorghum liquor technology in Bayu, "brewing by the river, Xiaoqu liquor", Jiang Xiaobai got its name from this.

"Xiaobai" originally meant rookie and novice, but now it has become a value advocated by Jiang Xiaobai, implying urban young people who pursue a simple, green, environmentally friendly and low-carbon life.

Trademark dispute: On January 6, 2020, Chongqing Jiangxiaobai Liquor Co., Ltd. issued a statement stating that the company received the final judgment of the Supreme People's Court on January 3, and the "Jiang Xiaobai" trademark dispute between Chongqing Jiangjin Distillery (Group) ****, the Supreme People's Court upheld the first-instance judgment, revoked the previous ruling of the Trademark Review and Adjudication Board on the invalidation of the No. 10325554 "Jiang Xiaobai" trademark, and requested the committee to make a new ruling.

Jiang Xiaobai is a natural fermentation distilled sorghum liquor produced by Jiangji Distillery, a subsidiary of Chongqing Jiangjiao Liquor.

Jiang Xiaobai's first manufacturer was Chongqing Jiangjin Distillery, which only launched two small bottles of 45 and 35 degrees. But later, the brand Jiang Xiaobai was separated from Chongzhuang Jiangjin Distillery, Chongqing Jiangjin Distillery is still that distillery, but Jiang Xiaobai's production plant has become Chongqing Jiangji Winery, and Jiang Xiaobaijiu's Tmall *** operation body is Chongqing appetizer e-commerce ****.

Jiang Xiaobai's boss is Tao Shiquan, from the beginning of commissioned production to his own factory, he has also created a miracle in the wine industry and created a youth wine in the wine industry.

Jiang Xiaobai is a naturally fermented and distilled sorghum liquor brand brewed and produced by Jiang Ji Winery, a subsidiary of Chongqing Jiang Xiaobai Liquor Industry.

1. Jiang Xiaobai is a naturally fermented and distilled sorghum liquor brewed and produced by Jiangji Winery, a subsidiary of Chongqing Jiangxiaobai Liquor Industry. Jiang Xiaobai is committed to the rebirth of the old taste of traditional Chongqing sorghum wine, with the brand concept of "I am Jiang Xiaobai, life is very simple", and adheres to the anti-luxury product concept of "simple packaging and refined wine".

2. Adhere to the brand spirit of "simple and pure, maverick", continue to build the brand IP of "I am Jiang Xiaobai" to interact with users, and continue to promote the fashion and market internationalization of traditional Chinese wine and wine brands.

3. Divided by origin, Jiang Xiaobai is Chongqing sorghum wine. Chongqing has a long history of brewing sorghum liquor, and has maintained its own unique brewing techniques and taste style in the big family of Chinese liquor. Baisha Ancient Town, a famous historical and cultural town on the Yangtze River, is the authentic birthplace of Chongqing's intangible cultural heritage "Jiangjin Shochu Brewing Technique".

4. Tsu shochu was brewed with sorghum in ancient times, and the taste is rarely violent and spicy. Relying on the unique climate, temperature and humidity and other natural conditions of Baisha Town, Jiangjin, Chongqing, Jiang Xiaobai's brewing continues the traditional craftsmanship of Jiangjin Shochu, and improves it to continuously improve the taste and quality, and adheres to the long-term value business philosophy of "real brewing and real storage, achieving both quality and brand leadership".

Liquor brands are sold in some supermarkets or restaurants.

Jiuqifeng tried to drink Jiang Xiaobai liquor.

Some people say that it is alcohol and spices mixed with water, and there is no accumulation of years, which belongs to the literary and artistic small and fresh wine.

Here in Shenzhen, I saw a lot of people drinking liquor (Jiang Xiaobai)!

Jiang Xiaobai is a liquor brand.

The first time I came into contact with Jiang Xiaobai was at a class reunion, because some notes and prose would be printed on the wine bottle, which would often evoke people's memories and feelings. Therefore, as soon as it was listed, it was very popular and sought after by people

Liquor brands.

It's delicious and affordable.

The packaging design is relatively modern, which is very in line with the aesthetics of young people.

He also hired me to do sales, but I didn't go. The company is very good and feels very promising.

It is recommended to buy a bottle and try it.

A type of liquor that appears in Mr. Good.

A product of the Jingdong platform, Jiang Xiaobai (liquor).

Anime I'm the male protagonist of Jiang Xiaobai.

It's not a very good liquor.

Is it a person?

The surname is Jiang Xiaobai, and the nickname is Xiaobai. Just like the tone in Crayon Xiaoxin, xiu (3 tones) bai (2 tones) is a good name.

Liquor is not on the top 18 a bottle It is very popular to drink this now.