New Consumption Distortion Field": Changes and Changes in Ten Years

In the original film "Star Trek", aliens have "Reality Distortion Fields" and build new worlds through mental power. In his book Once Upon a Time at Apple, software engineer Andy Hertzfeld describes Jobs as a "reality distortion field"—a combination of expression and willpower that "distorts" facts to change the way audiences think and act. way of life, forming a "force field" of audio-visual confusion. In the final analysis, this "mysterious power of nature" is also a pursuit of innovation and a guide to change. From the perspective of brand IP, many new consumer brands have stirred up the market with disruptive product innovations, and also exerted leadership on users. For example, the three squirrels and vitality forest, through the multi-dimensional innovation of products, categories and marketing,

realize the remodeling and leading of new brands against the trend. Another example is Jiang Xiaobai. From the beginning of his birth, he did not follow the usual path of making a new wine, and now he has started a new ten-year journey. There are glory and applause, but also misunderstanding and fetters. The author has spent 4 years observing Jiang Xiaobai, and has also conducted in-depth investigations on the front line of the market many times. Regarding Jiang Xiaobai, the voices from the outside world were mixed, and they were in disagreement. The job title email list author believes that Jiang Xiaobai is a seriously underestimated liquor brand and enterprise. Just before the press release, Jiang Xiaobai broke out a big news: its high-end brand Sanwu Zhiyou stood out among 3,800 kinds of spirits from all over the world, and won the highest gold content in the San Francisco World Spirits Competition in the United States" Double Gold Award", was named "Best Fragrance Liquor",

conquered more than 20 judges in one fell swoop. This got me thinking. Winemaking still depends on the terroir, climate, hydrology and geography of the producing area. Jiangxiaobai’s geographical location is next to Luzhou and Xishui Moutai. A good place can also brew good wine, but why not take the strong-flavored sauce-flavored route? Is it the consideration of avoiding competition or the consideration of catering to the new generation? After all, most people are confused by Jiang Xiaobai's "first-generation Internet celebrity" appearance. In fact, there is a sample story of the development of a new consumer brand: how to deconstruct the superior liquor with a younger brand attitude, how to break the boundaries, occupy the market with multiple brands and categories, and how to follow Jiang Xiaobai with supply chain logic Growing into an eclectic Jiang Kee Winery…