---
title: "108W to Put Jiangxiaobai on the Headlines: Is This 'Midnight Snack' Chicken Soup or Poison Milk?"
description: "Jiangxiaobai, always imitated, was challenged last night. At midnight on May 22, a Weibo post tagged Tao Shiquan: \"I spent 108W to put you on the headlines, just to tell you I'm back!\" The poster was George Patton Daddy, behind which is Yang Yehu, a former marketing director of Jiangxiaobai who has now returned to the liquor industry with a new brand, George Patton, and is calling out his former boss."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-05-22"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/qHN0RLWD0VuRyfnOP_z7fQ"
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---

# 108W to Put Jiangxiaobai on the Headlines: Is This 'Midnight Snack' Chicken Soup or Poison Milk?

> Jiangxiaobai, always imitated, was challenged last night. At midnight on May 22, a Weibo post tagged Tao Shiquan: "I spent 108W to put you on the headlines, just to tell you I'm back!" The poster was George Patton Daddy, behind which is Yang Yehu, a former marketing director of Jiangxiaobai who has now returned to the liquor industry with a new brand, George Patton, and is calling out his former boss.

Jiangxiaobai, always imitated, was challenged last night.
At midnight on May 22, a Weibo post tagged Tao Shiquan on time: **"I spent 108W to put you on the headlines, just to tell you I'm back!"**
The poster: George Patton Daddy.
Many may not have heard of this ID, but the real name behind it may not be unfamiliar to the liquor circle: Yang Yehu.
In August 2013, Yang Yehu, who had entrepreneurial experience in bottle liquor, joined Tao Shiquan's team, served as marketing director of Jiangxiaobai, and later transformed into a digital marketing practical consulting entrepreneur. **Now, with the innovative brand "George Patton," he returns to the liquor industry, calling out his "former boss" as a maker.** Is this "midnight snack" for Jiangxiaobai chicken soup or poison milk?
Midnight "Challenge"
Just a few days ago, Tao Shiquan had publicly spoken through social media, arguing for a "Jiangxiaobai imitation incident" with a series of parallel sentences.
Since entering the liquor industry in 2011, being imitated has become a daily occurrence for Jiangxiaobai. However, what Tao Shiquan encountered last night was not an imitator but a "challenger."
Coincidentally, the other party happened to be his former "comrade-in-arms."
Whether it is the high-profile confidence in words or the "little thought" of publishing on time, this "midnight greeting" from Yang Yehu sounds like a "declaration of challenge."
However, compared with the deliberately timed publication, the Weibo name "George Patton Daddy" may reveal more "plot." At least, we catch a glimpse of some "motivation": I created "George Patton," @Jiangxiaobai Old Tao, perhaps a tribute from Yang Yehu to his former employer!
What is "George Patton"?
What is "George Patton"? Ask this question to a military enthusiast, and he might answer "tank general"; the same question to an outdoor enthusiast, and he might say "off-road vehicle."
Yang Yehu defines his "George Patton" as **"a high-end emotional beverage for the new middle class" and "a light luxury fashion baijiu series product"** . From the content of his brand's official public account "George Patton Light Luxury Baijiu," one can see a different sense of fashion.
Combined with Yang Yehu's personal resume and this "midnight call-out," many cannot help but associate "George Patton" with Jiangxiaobai. But whether in terms of positioning or the product itself, this new player has its own characteristics that strictly distinguish it from Jiangxiaobai.
It is understood that **"George Patton" mainly targets 250 million new middle-class consumers, with the core consumer group being new middle class aged 28-40** , aiming to precisely enter the blank field of new middle-class consumers from multiple dimensions: consumption scenarios, category innovation, brand IP, and product regionalization.
To effectively highlight the brand and product characteristics of "George Patton," Yang Yehu's team defines its product strategy as **"Three Highs and One Light"** , namely:
> **"High appearance"** \---a highly fashionable modernist design style;
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> **"High quality"** \---using the ancient brewing process of Wuliang strong aroma in the golden triangle liquor region, carefully brewing a good liquor for new middle-class users that is "soft on entry, sweet aftertaste, no headache, and quick to sober up";
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> **"High social attribute"** \---a good product based on consumption scenarios with strong communication power;
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> **"Light luxury brand tone"** \---a product that stimulates strong purchase desire.
Compared with imitation, why is "challenging" more "aboveboard"?
Compared with imitators, the "persona" of challengers is obviously more "likable."
At the root, there is an essential difference between the two: imitators lack their own characteristics, even playing edge balls and walking on the edge of misleading consumers; challengers are confident based on distinctive features, but the same concept puts them on the same track as the "challenged object," somewhat like "standing on the shoulders of giants."
"Challenging" is actually the best way to learn, pay tribute, and accompany.
Returning to the new brand George Patton, it shares the same concept as Jiangxiaobai; both are innovative forces in the baijiu industry. But in specific performance, the two are quite different. Patton chooses the route of fashionable baijiu and takes Jiangxiaobai as the challenge target, showing its recognition of Jiangxiaobai, with a hint of "heroes appreciate heroes."
After countless imitators, having such a challenger appear with new elements may also be something Jiangxiaobai is happy to see. At least, the force to expand new consumption, new groups, and new scenarios in baijiu is stronger.
Remember the joy brought by the "copywriting wars" between Mercedes-Benz and BMW?
In 2016, Mercedes-Benz released a promotional poster for the E-Class, featuring "Guan Yu" with the caption "Pass five gates and slay six generals." Soon, BMW responded with the same image background: "Great E loses Jingzhou, loses E and goes to Maicheng," and Audi also joined in, adding a concluding line: "'Ao' dominates the world, how can it be easily 'Di'?"
For this kind of "competitive" "word game," the major automobile giants are happy to engage, but behind the fighting there is also respect for each other. On BMW's birthday, Daimler, the parent company of Mercedes-Benz, released an advertisement congratulating and paying tribute to BMW: "Thank you for 100 years of competition. The 30 years without you were actually quite boring!"
From last night's "declaration of challenge," will there be a similar war between George Patton and Jiangxiaobai? Perhaps there is a kind of challenge called silent attention; a kind of competition called mutual companionship.
Source: Yunjiu Headlines
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