Internet celebrity Jiang went to Hong Kong for IPO?

When he founded Jiang, his initial goal was to earn 1 100 million yuan, and then it took ten years to achieve 1 100 million yuan. Now that he has done it, he may be able to turn Jiang into a listed company in the future.

Recently, it is reported that the shareholding structure of Jiang has changed and it is wholly owned by Joyboy Limited, a Hong Kong-owned company.

This triggered speculation about Jiang's overseas listing. Some investment bankers have analyzed that Jiang adopts this structure and may consider listing in Hong Kong in the future.

Regarding the listing plan, Jiang Xiaobai responded that there is no clear timetable for listing at present. "If listing is a means to realize the long-term strategy of the enterprise, we will adopt it, but listing is not our ultimate goal, nor is it the final result we pursue. Judging from the current situation, it is normal for ginger to be listed in the next 5- 10 years, and it is not excluded that there is a particularly suitable time window.

Some people say that there are two cases of Chinese wine enterprises worth studying. One is Maotai, which makes liquor have multiple social values, and the other is Jiang, which makes young people fall in love with liquor again.

Jiang Xiaobai is a liquor brand under Chongqing Jiang Xiao Liquor Co., Ltd., and launched "I am Jiang Xiaobai" sorghum liquor on 20 12. In view of the psychology of young consumers' self-expression and social needs, Jiang found a new way of brand building and communication from the beginning, and made full use of the popularity, interactivity and rapidity of the Internet to quickly establish Jiang's brand awareness, and stood out from the highly competitive liquor market in just a few years. It is one of the liquor industries in China.

When it comes to Jiang, many people's first impression of it is that "marketing is very powerful." There are countless researches on its marketing methods in the market, which may come from the marketing genes in Tao Shiquan's bones.

Tao Shiquan once worked in Jinliufu Liquor Industry for 65,438+00 years, engaged in brand and marketing work, and later worked in Emotion Research Institute, specializing in burning brains for 30 years, and was well versed in liquor marketing.

After the "liquor production line" was listed as "restricted category" in the 20 1 year Guidance Catalogue for Industrial Structure Adjustment (201version), the liquor industry began to bear greater pressure. 20 12- 12 restricted the "three public" consumption policy, which once again brought a heavy blow to the liquor industry, especially the high-end liquor market. The liquor industry is depressed, and imported wine and foreign wine are eating into the liquor market. How to find a new increment has become the main challenge faced by liquor practitioners.

At that time, most well-known domestic liquor enterprises moved to the low-end market, changing from "famous liquor" to "people's liquor", while Jiang took a different approach and set his sights on young liquor consumers after the 1980s and 1990s.

According to roland berger's research report, in 20 17, the proportion of alcohol consumption of consumers under the age of 30 in China was: beer 52%, wine 13%, pre-mixed wine 1 1%, flavored beer 7% and white wine 8%. Liquor has always had opportunities in the youth market.

Almost all liquor brands have a strong sense of "tradition, culture and history", but the generation of "post-80 s" and "post-90 s" do not buy it. Growing up with the internet, they did not inherit the table manners and drinking habits of the previous generation. Instead of toasting with life at the dinner table, we pour and order our own wine, which has become the mainstream culture of young people's alcohol consumption. No matter the market positioning or taste, there are few liquors suitable for the generation of "post-80s" and "post-90s".

Tao Shiquan noticed that young consumers were drifting away from the traditional liquor culture, but at the same time, he also noticed that these young people began to try foreign whisky and Volga, which made him see the opportunities in the liquor market.

If we can make personalized and differentiated products according to the tastes and aesthetic needs of the post-80 s and post-90 s, it is very likely to emerge in the fierce competition of liquor market.

In order to achieve this goal, Jiang has made many efforts.

As far as taste is concerned, traditional liquor has a strong flavor, while ginger has been greatly adjusted and improved in wine body. Pure sorghum makes a single sorghum wine, which makes the entrance smoother and reduces the spicy feeling. The wine body is close to vodka, and it has become the base wine in liquor. Can be matched with ice cubes, iced black tea, green tea, red bull, milk and coffee, with varied tastes.

In product design, the price of small bottles of liquor with low alcohol content and small capacity generally ranges from 15 yuan to 50 yuan, which is more suitable for young people to drink. That is, "small party, small drink, small moment, small mood."

According to the traditional routine of liquor industry, the first task for a new brand to enter the market and a new product to go on the market is to gain popularity.

In order to further form emotional resonance with young people, the Jiang team made great efforts to create the Q cartoon image of "Jiang". As the spokesperson of youth wine, "Jiang" wears a pair of black-rimmed glasses without lenses and a concealed leisure suit. He has a low profile and a wild heart. His clothes and demeanor are highly consistent with those of the post-80s and post-90s.

Offline, "Jiang" has its own Weibo, and the marketing team directly interacts with consumers through this Weibo. The humorous copy has won many fans, making Jiang's "youth wine" culture quietly popular among young consumers. However, the relationship between traditional liquor and customers is single, and liquor companies rarely have other interactive activities to increase their intimacy with customers. Later, Jiang developed comics, MVs, and implanted movies. , and established their own IP through different paths.

Offline, at the beginning of listing, Jiang chose to publish advertisements on the subway with the most frequent contact with urban white-collar workers and the widest population coverage, and remold young consumers' cognition of liquor by means of "expression bottle", "cocktail party in the same city", "drinking party" and "Jiang Friends' Meeting". In addition, Jiang also held various cross-border activities, gathered street cultural forms popular with young people, such as street dance and hip hop, and held Jiang's JOY IN BOTTLE International Graffiti Competition and Just Battle International Street Dance Competition, which made popular rappers and hip hop culture become the endorsement symbols of liquor and continuously enriched the ip connotation of products.

Jiang's fresh style and heartfelt copywriting have won many fans. He and Durex are called "copywriting heroes" in the marketing field, so that they are dubbed as "Jiang is an advertising creative company that delays in selling alcohol".

Jiang revolves around the cultural theme of "youth", in terms of copywriting design, appearance packaging, publicity slogans and so on. Through brand communication, the younger generation found that drinking can be so fashionable and liquor can be so youthful.

Its sales volume has been a great success, with an annual growth rate of 65,438+000% in previous years. In 2065,438+03, it basically maintained a balance of payments, and its sales in 2065,438+09 reached 3 billion yuan.

When the liquor industry has been in the dilemma of not being able to open the young people's market, it has got rid of the stereotype of traditional liquor, provided a "new generation scenario solution" and captured the hearts of a new group of consumers born after 1980s and 1990s.

Jiang's market positioning is mainly aimed at young consumer groups, which is the core reason for Jiang's rapid success, but it is also one of the factors restricting Jiang's sustainable development. The tastes of young consumers change rapidly, and they are easily attracted by new things. Their consumption of ginger is more an impromptu consumption than a loyal consumption, and it is easy to lose interest in playing emotional cards.

In recent years, ginger, like an outdated "online celebrity product", was dying overnight and could no longer be sold. In 2020, affected by the epidemic, Jiang's market share also fell directly from 20% to 0.5%, which runs counter to a group of old-fashioned liquors with a strong history and a sense of time. Coupled with the homogenization and marketing congestion caused by Wuliangye, Langjiu and Fenjiu entering the "small wine" market, the pressure on ginger can be imagined.

In fact, the success of marketing is only one aspect of success, and Jiang's weakness in product quality has always been obvious. The lack of quality and taste of liquor has become an important factor restricting the formation of lasting competitiveness of enterprises in Jiangsu Province. Some people say that people who really understand wine or like drinking don't drink jiangjiu. Professional evaluation agencies also pointed out that the liquor had insufficient aroma and poor taste.

China liquor market is in a state of overcapacity, but the "28" rule is obvious, high-quality high-end liquor is scarce, and low-end production capacity is facing overcapacity. There are many low-end liquor brands in China. Because they are grounded and suitable for local tastes, their local civilian consumption is very popular, and they can maintain stable sales every year without advertising, because they have formed a fixed customer base. In contrast, the annual sales of Xiaolangjiu in 20 17 exceeded 2 billion yuan, while the annual sales of the old village head reached several billion yuan in recent years.

Looking back on the development of Jinliufu liquor industry, Jinliufu liquor industry is a liquor brand that is good at marketing. It puts the marketing emphasis on "Fu culture", and links Fu culture with various scenes of China people consuming liquor, becoming a killer. However, Jinliufu was exposed to a loss of nearly HK$ 200 million in 20 15 years and was acquired by Xinhualian Group. Since then, there has been no news.

Hopefully, Jiang won't be the next golden six blessings.