---
title: "Good Taste Strategy Drives Intrinsic Growth, Jiangxiaobai Achieves a Strong Start in Q1"
description: "On April 22, Jiangxiaobai Liquor held its 2021 Partner Growth Conference in Chengdu. At the meeting, sales data for the first quarter of this year were revealed. With the simultaneous growth of brands such as Jiangxiaobai, Guolifang, and Meijian, the group achieved a strong start to its 2021 performance. In addition to the steady growth of the classic Jiangxiaobai Expression Bottle, the new brands Guolifang and Meijian each surpassed 100 million yuan in sales, becoming the top in their respective subcategories, with growth exceeding expectations. The fruit-flavored liquor Guolifang even achieved its 'mid-term goal' of 100 million yuan in sales in just half a year, expanding the new battlefield of Chinese baijiu into the flavored baijiu segment."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2021-04-29"
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# Good Taste Strategy Drives Intrinsic Growth, Jiangxiaobai Achieves a Strong Start in Q1

> On April 22, Jiangxiaobai Liquor held its 2021 Partner Growth Conference in Chengdu. At the meeting, sales data for the first quarter of this year were revealed. With the simultaneous growth of brands such as Jiangxiaobai, Guolifang, and Meijian, the group achieved a strong start to its 2021 performance. In addition to the steady growth of the classic Jiangxiaobai Expression Bottle, the new brands Guolifang and Meijian each surpassed 100 million yuan in sales, becoming the top in their respective subcategories, with growth exceeding expectations. The fruit-flavored liquor Guolifang even achieved its 'mid-term goal' of 100 million yuan in sales in just half a year, expanding the new battlefield of Chinese baijiu into the flavored baijiu segment.

On April 22, Jiangxiaobai Liquor held its 2021 Partner Growth Conference in Chengdu. At the meeting, sales data for the first quarter of this year were revealed. With the simultaneous growth of brands such as Jiangxiaobai, Guolifang, and Meijian, the group achieved a strong start to its 2021 performance.
In addition to the steady growth of the classic Jiangxiaobai Expression Bottle, the new brands Guolifang and Meijian each surpassed 100 million yuan in sales, becoming the top in their respective subcategories, with growth exceeding expectations. The fruit-flavored liquor Guolifang even achieved its 'mid-term goal' of 100 million yuan in sales in just half a year, expanding the new battlefield of Chinese baijiu into the flavored baijiu segment.
As the earliest explorer of liqueur-style, low-alcohol, and youth-oriented Chinese baijiu, Jiangxiaobai has been deeply cultivating the new generation of consumers for many years. A signal worth noting is that as the social influence of the new generation grows, the new trend of low-alcohol, slightly tipsy drinks has matured.
Benefiting from its early strategy, Jiangxiaobai has a first-mover advantage in technical reserves, product taste, and user experience. Industry insiders analyze that with the early arrival of the 'low-alcohol tipsy era' and holding the two trump cards of Guolifang and Meijian, Jiangxiaobai's revenue will 'continue to grow and expand.'
**-01-**
**Pulling the Second Curve, Guolifang and Meijian Quickly Blow Up New Categories**
**When fruit meets baijiu, under the good taste strategy, a new flavor revolution has begun.**
At the 2020 Yabuli Forum, Jiangxiaobai founder Tao Shiquan publicly stated that during the pandemic, with the large-scale closure of offline dining terminals, Jiangxiaobai's main consumption scenarios were affected. But precisely during the pandemic, the company strengthened its intrinsic growth in product quality and user value, and grew out its second curve. The second curve here refers to Guolifang liqueur and Meijian plum wine.
On June 18, 2020, Jiangxiaobai named its new batch of fruit-flavored products 'Guolifang' and decided to conduct another 'user public test' before the official launch. After being listed on e-commerce channels, 5,000 sets of 'Guolifang' were sold out.
After several rounds of taste testing and adjustments, Guolifang was officially launched in September 2020. Currently, based on its user base and actual sales exceeding 100 million yuan, Guolifang has become the number one brand in fruit-flavored baijiu. It took only half a year to blow up the new category of fruit-flavored baijiu, bringing Chinese baijiu into a new battlefield.
Meijian plum wine was a major highlight in the 2020 alcoholic beverage market. From JD.com's 618 to Tmall's Double 11, this brand was drunk to the top of various fruit wine rankings by consumers, making it one of the few innovative liquor brands in recent years to blossom both online and offline.
**According to data released by Tmall after Double 11, Meijian plum wine, as a 'dark horse' in the fruit wine field, rushed into the brand asset ranking, becoming the first fruit wine brand with over 20 million users in assets.** Currently, Meijian plum wine has become a well-deserved category leader and has pressed the start button for the low-alcohol tipsy consumption trend.
Guolifang and Meijian helped Jiangxiaobai achieve a strong start, but the momentum of these two products has clearly not been fully released.
In September 2020, CBNData released the '2020 Insight Report on Alcohol Consumption of Young Consumers.' **The report shows that the new generation of consumers is not drinking less; on the contrary, more people are drinking, and they are drinking more types of alcohol. Their alcohol consumption is more diverse, they prefer liqueur-style and flavored drinks, and they pursue a rational, healthy tipsy state.**
In the low-alcohol tipsy era, Guolifang and Meijian plum wine are expected to continue to bring surprises to the Chinese liquor industry in 2021.
**-02-**
**Good Taste Strategy Drives Intrinsic Growth, Jiangxiaobai Explores New Battlefields for Baijiu**
In early April, during the Chengdu Sugar and Wine Fair, Meijian set up its 'experience center' in more than 20,000 restaurants in Chengdu, sparking a sweet and sour trend in spicy Sichuan. And this trend is not only happening in Sichuan.
Compared with fruit wine, baijiu has a relatively strong taste, and its food-pairing consumption scenarios are relatively limited. Meijian, because of its moderate sweetness and acidity, low alcohol content, and not overpowering the taste of dishes, can be well paired with most Chinese cuisine. The product logic of Guolifang is similar to Meijian.
In fact, the popularity of Meijian and Guolifang is the result of Jiangxiaobai's 'good taste strategy' in the low-alcohol tipsy era.
At the Spring Sugar and Wine Fair in March 2019, Jiangxiaobai officially announced its new liquor drinking plan, which requires all liquors to be 'smooth and good tasting' at the product level. Later, this strategy was internalized by Jiangxiaobai as the 'good taste strategy,' with the general direction that the taste should be smooth, the quality should be excellent, and the drinking scenarios should be universal.
The birth of Guolifang is an example. This product was conceived in the early days of Jiangxiaobai's founding, and after going through multiple trial stages such as online mixing activities, Sprite-Jiangxiaobai product interactions, and peach-flavored sorghum liquor, with repeated adjustments to the process, body, and taste, it was cautiously launched after 8 years.
As for Meijian, 4 or 5 years ago, Jiangxiaobai established a relevant business division internally, focusing on the development of plum wine and other types of liquor, including continuously locking in high-quality plum production areas such as Dayi and Puning at home and abroad, and recruiting and introducing multiple national-level baijiu judges.
Compared with the glamour seen by the outside world today, the trials and hardships behind the three brands Jiangxiaobai, Meijian, and Guolifang are more worth savoring. Today, Jiangxiaobai's new liquor drinking strategy has shown results, and there are more and more followers and participants on this track. The innovation boundaries of Chinese baijiu are increasingly opening up.
**-03-**
**Starting from User Needs, Will the Flavor Revolution Bear New Fruits?**
At this partner growth conference, **Tao Shiquan shared Jiangxiaobai's consistent philosophy: user first, direct to customer (DTC). And Zhao Bo, founder of New Distribution, also pointed out in his speech at the scene that under digitalization, distributors should move from coverage to reach for users, giving users meaning and emotion.**
In the liquor industry, being user-centric is easier said than done.
Some industry insiders said that Guolifang and Meijian can indeed be seen as Jiangxiaobai's signature products made from user needs. At the same time, the rise of these two new brands also means that Jiangxiaobai has matured in both the industrial chain and user brand awareness.
Over the years, Jiangxiaobai has been arduously developing niche markets, far from the mainstream baijiu market, investing almost all strategic resources into basic capabilities such as technology research and development, production bases, agricultural planting, brewing, and aging old liquor. The gamble and resilience are evident.
Finally, after ten years of hard work, it has achieved a production capacity of 60,000 tons of raw liquor per year at the Jiangxiaobai distillery (Jiangji Winery), as well as a top R&D team including 4 national baijiu judges and 1 international brewing master.
'These basic capabilities in technology R&D, production capacity, and the full industrial chain are the foundation for us to do multiple liquor types and multiple brands.'
'The mid-term goal for fruit-flavored liquor Guolifang was 100 million yuan, and we have achieved it. Meijian is our newly created track for Chinese plum wine. We hope to bring Chinese plum wine, with its 3,000-year history, back to the mainstream stage. The mid-term goal has already been achieved, and the long-term goal should be achieved within the next two years,' said a relevant person in charge of Jiangxiaobai.
Tips will be paid 400-2000 yuan once the tip is adopted.


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