---
title: "In-depth: Jingjiu on the Road to 10 Billion: Danger or Opportunity?"
description: "Jingjiu, as the leading brand in China's health liquor sector, has always been the focus of the industry and a model for peers to learn from. However, as it approaches 10 billion in sales, it faces brand crisis due to cultural deficiency and competitive crisis from numerous small liquor products."
author: "邹文武"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-08-23"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/in-depth-jingjiu-on-the-road-to-10-billion-danger-or-opportunity-e3ef1647/"
markdown: "https://xinjignxiao.com/en/articles/in-depth-jingjiu-on-the-road-to-10-billion-danger-or-opportunity-e3ef1647.md"
original_source: "https://mp.weixin.qq.com/s/CJIml4LqHUg_50jFKdUQ9A"
translation: "https://xinjignxiao.com/zh/articles/%E6%B7%B1%E5%BA%A6-%E8%BF%88%E5%90%91%E7%99%BE%E4%BA%BF%E7%9A%84%E5%8A%B2%E9%85%92-%E5%8D%B1%E9%99%A9or%E6%9C%BA%E9%81%87-e3ef1647.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/in-depth-jingjiu-on-the-road-to-10-billion-danger-or-opportunity-e3ef1647/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# In-depth: Jingjiu on the Road to 10 Billion: Danger or Opportunity?

> Jingjiu, as the leading brand in China's health liquor sector, has always been the focus of the industry and a model for peers to learn from. However, as it approaches 10 billion in sales, it faces brand crisis due to cultural deficiency and competitive crisis from numerous small liquor products.

> Jingjiu, as the leading brand in China's health liquor sector, has always been the focus of the industry and a model for peers to learn from.
> **1. Brand Crisis: Cultural Deficiency Hinders Brand Upgrade**
Some may argue that a Jingjiu heading towards 10 billion in sales, a Jingjiu full of industry glory, seems unlikely to have any crisis, and saying Jingjiu has a brand crisis is alarmist and sensational. However, from the current competitive landscape of the entire liquor industry, although Jingjiu is dominant in the health liquor field and growing stronger, compared to other liquor enterprises, especially the old famous liquor companies, Jingjiu is lacking in brand culture. This not only affects the development of Jingjiu's mid-to-high-end products but also hinders its brand upgrade.
People's perception of Jingjiu has always remained on that 12-yuan small bottle. The healthy drinking culture that Jingjiu has always advocated, although deeply ingrained in Jingjiu's bones and conveyed in all aspects of its brand communication, is difficult to make exclusive to Jingjiu. Even if Jingjiu communicates healthy drinking for a hundred years, it cannot equate healthy drinking culture with the Jingjiu brand. Therefore, no matter how Jingjiu promotes healthy drinking, it cannot solve the problem of filling the cultural gap in its brand.
Due to the lack of brand culture, it is difficult for Jingjiu to achieve brand premiumization and historical depth. It cannot be like the old eight famous liquors, which not only have strong vitality but also have good endorsement capabilities, allowing them to endorse products at various price points through brand endorsement. Jingjiu can only rely on developing new brands for extension, such as Maopu Kuqiao, achieving success from the 10-yuan price point to the 100-yuan price point, while other product developments of Jingjiu have not gained market recognition.
The lack of brand culture puts Jingjiu in a dilemma of brand upgrade at the historical juncture of crossing the 10 billion milestone. Without cultural support, the healthy drinking culture it talks about cannot be transformed into Jingjiu's own culture, exacerbating the deficiency of Jingjiu's brand culture.
> **2. Competitive Crisis: Wolves Attack, Product Competition Intensifies**
During the golden decade of baijiu, Jingjiu successfully seized the small liquor market that famous distilleries abandoned due to price increases. First-tier famous liquors and local distilleries did not pay attention to the development of small liquors, allowing Jingjiu to successfully seize the window period in the small liquor market, rapidly rising in B/C-class restaurant markets and becoming an indispensable product in those outlets.
However, in the current deep adjustment of the liquor market, inspired by the success of Jiangxiaobai and Waizuilang, liquor companies nationwide have launched their own small liquor products: Wuliangye's Waizui, Luzhou Laojiao's Luxiaoer, Fenjiu's Naota, Hengshui Laobaigan's Baixiaole...
The entry of many famous baijiu brands into the small liquor market has made Jingjiu's core 125ml product the target of a pack of wolves. In 2016, Wang Junlin, who returned to Langjiu, directly spun off Waizuilang for independent operation and carried out nationwide promotion and layout. Yanghe's Blue Temptation small liquor also began nationwide recruitment and layout. Taking Yunnan, a baijiu depression, as an example, the promotion of Waizuilang and Yanghe Blue Temptation directly impacted Jingjiu's small liquor shelf space and market share. Even Baoshan Xinxing's Pinhuotang Xiaorun caused significant market impact on Jingjiu.
In addition, the promotion and advancement of many local small liquors nationwide have given consumers more product choices. Previously, only Jingjiu and Ningxia Red were available. Now, the increase in similar products not only diverts Jingjiu's customers and sales but also increases pressure on Jingjiu in the national market.
It can be predicted that if the liquor market continues to adjust deeply and after the nationwide ban on official alcohol consumption, competition in China's small liquor market will intensify, with Jingjiu's 125ml product bearing the brunt, followed by fashion trend brands like Jiangxiaobai that lack brand foundation.
So, how can Jingjiu, on its way to 10 billion, overcome the dual pressures of brand culture shortcomings and market competition encirclement, continue to maintain its advantages in competition with famous liquors, push itself to a new historical height, and continue to lead the development of China's liquor market?
In the previous golden decade of baijiu, Jingjiu seized the window period in the small liquor market, the long-term gap in health liquor, and the window period in B/C-class restaurants, making itself the dominant player in health liquor, becoming the largest-selling small liquor product in China, with products penetrating B/C-class restaurants nationwide. So where are the current window periods and opportunities for Jingjiu?
Currently, Jingjiu is at a new strategic development opportunity point. Sufficient cash flow and reliable quality make Jingjiu an industry benchmark and target.
This is the foundation for Jingjiu to better seize the industry's window period. After experiencing a cliff-like halving in 2013, China's baijiu market is now at a bottoming-out stage. Enterprises are busy innovating products, lacking guidance on values, and the industry is in a state of confusion, treating symptoms but not the disease. This is precisely the window period of value confusion in the entire liquor industry, where enterprises are immersed in product development technology research for survival.
Jingjiu, with good cash flow and vitality, can seize this opportunity, conform to the needs of the people and historical trends, seek concepts that align with current mainstream social values, and disseminate ideas consistent with mainstream social values. This can upgrade Jingjiu's product image from healthy liquor to a cultural image of health value, making Jingjiu the leader and disseminator of this round of mainstream social values, connecting with people from all walks of life, and allowing Jingjiu to move from the altar of product quality to the temple of social value, becoming one of the symbols of Chinese culture, making up for Jingjiu's cultural shortcomings, and making Jingjiu's cultural value comparable to the old eight famous liquors. Ultimately, through the transmission of values, enhance Jingjiu's cultural value.
-END-
The best learning platform for FMCG distributors in China
Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors
Committed to helping Chinese FMCG distributors grow rapidly
**The most professional and practical knowledge base in the FMCG industry**
Reply with the red number below to get corresponding content
Reply with number 1 to view the complete knowledge base
| **001** Excellent article selection | **002** Distributor market operation | **003** Terminal visit management | **004** Sales supervisor skills | **005** Sales improvement techniques | **006** Channel expansion | **007** Managing distributors | **008** Distributor development | **009** Distributor internal operations management | **010** Team management | **011** Efficient distribution techniques | **012** Sales manager's eighteen skills | **013** KA operation methods and strategies | **014** First lesson for new salespeople | **015** Internet, brand | **016** Distributor B2B transformation |
[Long press QR code to follow]


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671