---
title: "Jiangxiaobai: How to Empower Channel Digitization with a User-Centric Approach?"
description: "Digitization is a technical means to transform traditional industries and create user value. Jiangxiaobai, founded in 2011, has grown rapidly with over 10 million private domain fans and nearly 2 million domestic terminal stores. Its digitalization journey, guided by a user-centric philosophy, focuses on building a full-chain digital system and achieving value co-creation with users."
author: "苏祥婷"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-11-30"
language: "en"
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# Jiangxiaobai: How to Empower Channel Digitization with a User-Centric Approach?

> Digitization is a technical means to transform traditional industries and create user value. Jiangxiaobai, founded in 2011, has grown rapidly with over 10 million private domain fans and nearly 2 million domestic terminal stores. Its digitalization journey, guided by a user-centric philosophy, focuses on building a full-chain digital system and achieving value co-creation with users.

**Introduction: Digitization is a technical means to transform traditional industries and create user value.**

**Jiangxiaobai's Digitalization Journey**

Chongqing Jiangxiaobai Liquor Co., Ltd., founded in 2011, has spent 10 years developing four major categories of liquor products, winning over 100 international awards, and selling products both domestically and internationally. Jiangxiaobai now has over 10 million private domain fans and covers nearly 2 million domestic terminal stores. As a rapidly growing enterprise over the past decade, how has Jiangxiaobai approached digitalization? In the early days of brand creation, Jiangxiaobai purchased some digital systems from external resources, but as the company developed and business changed, the standardized external products could not meet the company's personalized business needs. In 2016, Jiangxiaobai built its own digital team and began developing an information platform and business online platform. Later, it completed the dual-center technical architecture of business center and data center. In the past two years, Jiangxiaobai has started using AI and RPA technologies to replace repetitive work. Throughout the digitalization process, founder Tao Shiquan proposed the value of "user-centricity," meaning that user-centricity runs through the entire digitalization process. He believes that digitalization is a technical means to transform traditional industries and create user value. Creating user value requires starting with creating high-quality products and serving users. It should be driven by the digitalization of the entire industry chain and the online application of all business links.

**User-Centric Approach**

**Building a Digital System** Naturally, with the "user-centric" philosophy, Jiangxiaobai has built a platform based on user journeys. In this platform, Jiangxiaobai's philosophy is to let users participate in every stage of the product lifecycle, from R&D, production, distribution, sales, to the moment the cap is opened. Three parts are crucial here. First, the company's internal innovation incubation mechanism; second, through user tiered operations, co-creating value with users to gain insights into the subtle drinking needs of different user groups; third, demand transformation, where the internal R&D and design team converts insights into new liquor products, then tests them on a small scale through the company's channels, and finally decides based on data feedback whether to launch the product to larger channels.

**How to Achieve User Value Co-creation?** User value co-creation and user tiered operations are both based on the company's self-developed user membership mini-program "Bottle Planet," achieving value co-creation with users. Value co-creation includes four aspects: **product, place, scene, and emotion**. What does this mean? Users can post tasting notes and drinking moods on the "Bottle Planet" mini-program, telling the company what flavors they want to drink—this is **"product"**; where users want to drink and where they want to buy—this is **"place"**; in what scenarios users want to drink, whether it's family reunion or friends gathering—this is **"scene"**; and in what mood users want to drink, i.e., the mood when drinking—this is **"emotion"**. **These small elements are the inspiration for the company's innovative products.** Through user value co-creation, after users scan the code on the cap, they enter the "Bottle Planet" mini-program. From that moment, users participate in the company's membership ecosystem, gradually becoming members of different levels in the enterprise membership ecosystem through new member activities, interactive note posting, and topic discussions, enjoying benefits and rights provided by the company.

**Channel Digitalization**

**Full-Process Closed Loop** Jiangxiaobai's current channel digitalization has three aspects. **First, To A** (referring to business partners). Firstly, with the help of Jiangxiaobai's efficient channel management tool, the "Xiaobai Field" app, it mainly handles daily check-ins, visits, and activity expense verification for Jiangxiaobai's salespeople; secondly, a dealer portal website that provides warehousing empowerment to Jiangxiaobai's distributors; thirdly, a terminal store operation mini-program called "Dianyouhui." The integration of these three products forms Jiangxiaobai's current digital management and operation system. However, this only achieves the cost reduction part of digitalization, reducing Jiangxiaobai's operational and management costs, but it has not truly achieved efficiency improvement. How to improve efficiency? Jiangxiaobai's approach is to connect with users, activating every unit in the channel through user links, including salespeople, promoters, distributors, and terminal outlets, and co-creating value with users and distributors, turning Jiangxiaobai's channel digitalization from an efficient management tool into an effective user operation platform.

**Second, Online Conversion of Value Users** As mentioned earlier, "Xiaobai Field" is a set of channel management tools, mainly used by Jiangxiaobai's salespeople and promoters. After connecting with Jiangxiaobai's user mini-program, it enables offline user touchpoints and online maintenance and operation. For example, when Jiangxiaobai's promoters give away liquor samples offline, they are required to show a QR code for the user to confirm and sign. After confirmation, the offline user is transferred online, and then can enter the company's private domain for further operation. On one hand, this ensures the authenticity of Jiangxiaobai's offline users; on the other hand, it allows users to obtain more rights and benefits after receiving samples, such as continuously enjoying Jiangxiaobai's coupons. Another scenario is Jiangxiaobai's offline tasting events. Users can connect with the membership mini-program by scanning a QR code to sign in at the event. Moreover, users can take photos of the tasting cards using Jiangxiaobai's AI recognition technology and upload them to the online tasting event platform. This step collects offline tasting materials for Jiangxiaobai's tasting events, and the tasting process and results are also digitized. Tasting events can also be promoted and publicized online. This connects "Xiaobai Field" with daily needs, converting Jiangxiaobai's offline-touched users to online.

**Third, BC Integration with Two-Way Activation** By connecting Jiangxiaobai's terminal operation mini-program "Dianyouhui" with the membership mini-program "Bottle Planet," it achieves BC integration and two-way activation. Why two-way activation? First, Jiangxiaobai's members have many online rights and some wine tasting coupons, which can be redeemed offline at stores. Users open the mini-program, show the coupon at the offline outlet, and use it, satisfying their online rights in a timely manner. After the terminal store fulfills the redemption, the company gives the store corresponding incentive policies. This two-way incentive system not only satisfies user rights but also brings traffic to Jiangxiaobai's offline terminal stores. Thus, the brand and Jiangxiaobai's stores form a symbiotic and win-win operation system within this framework.

**Conclusion:** It can be seen that Jiangxiaobai, starting from connecting with users, empowers three parties. First, partners: through online systems, the headquarters, distributors, and all terminal stores achieve full data connectivity. Compared with manual data processing, online systems greatly improve efficiency. Second, users: through digitalization, more real feedback is collected to optimize Jiangxiaobai's business, create better products, and provide more personalized services to users. Third, internal employees: through digitalization, employees are empowered to create a more flexible working environment and more effective teams to provide more professional services to users. In the future, digitalization will bring a fundamental transformation to enterprises.

Su Xiangting, currently Product Director at Jiangxiaobai, has years of deep experience in To B product design and business model design, focusing on digital transformation of consumer industry enterprises. She advocates the "less is more" product design philosophy and firmly practices it in enterprise digitalization construction.

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