---
title: "Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance"
description: "From copywriting marketing to brand renewal and multi-brand matrix upgrade, how did Jiangxiaobai achieve this? At the 10th China FMCG Conference, Yan Hongjian, Deputy General Manager of Bottle Planet (formerly Jiangxiaobai), shared insights on 'Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance.' He detailed the practice from scene reconstruction to mind-share capture, revealing the core logic of 'precise depth' in a stock market—creating demand through emotional resonance and driving brand value leap through scene-based experiences."
author: "颜红坚"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2025-04-01"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/DtgXZ20tsItdRBBaZrmALg"
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---

# Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance

> From copywriting marketing to brand renewal and multi-brand matrix upgrade, how did Jiangxiaobai achieve this? At the 10th China FMCG Conference, Yan Hongjian, Deputy General Manager of Bottle Planet (formerly Jiangxiaobai), shared insights on 'Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance.' He detailed the practice from scene reconstruction to mind-share capture, revealing the core logic of 'precise depth' in a stock market—creating demand through emotional resonance and driving brand value leap through scene-based experiences.

**From copywriting marketing to brand renewal and multi-brand matrix upgrade, how did Jiangxiaobai achieve this?**
At the 10th China FMCG Conference, Yan Hongjian, Deputy General Manager of Bottle Planet (formerly Jiangxiaobai), delivered a presentation titled "Scene Revolution: Reconstructing the Golden Moments of Alcohol Consumption through Emotional Resonance."
He shared Bottle Planet's (formerly Jiangxiaobai) practice from scene reconstruction to mind-share capture, revealing the core logic of "precise depth" in a stock market—creating demand through emotional resonance and driving brand value leap through scene-based experiences.
New Distribution has distilled Mr. Yan's key insights into this article for our readers (with some deletions).

**Brand Renewal and Multi-Brand Matrix Construction**
Over the past decade, consumers' perception of "Jiangxiaobai" has largely remained at the level of copywriting marketing. Now, the brand name has been renewed from "Jiangxiaobai" to "Bottle Planet," and the company has upgraded from a single baijiu brand to a multi-brand matrix.
Through product innovation and scene deepening, it has successfully incubated national emerging brands such as Guolifang and Meijian, completing the transformation from "marketing-driven" to "product + scene dual-driven."
As a benchmark case in the liqueur track, Guolifang's explosive growth validates the effectiveness of UGC (user-generated content) scene marketing.
By leveraging social media to inspire consumers to create their own drinking scenes, such as DIY mixes of Guolifang + water-soluble C + fruit, it has generated over 500,000 UGC posts. Focusing on three core scenes—girlfriend gatherings, outdoor camping, and late-night solo drinking—it launched adapted products like 168ml small bottles and chilled sets.
In 2022, it achieved doubled sales growth, ranked first in user awareness in the 15-25 degree liqueur category, and its repurchase rate reached 2.3 times the industry average.
Besides Guolifang, Meijian is also a success story.
Why choose to make Meijian?
In the Chinese food-pairing wine market dominated by beer and baijiu, Bottle Planet (formerly Jiangxiaobai) sought a second growth curve. After deliberation, the deep cultural heritage of plum wine, such as "boiling wine and discussing heroes over green plums," might be a breakthrough—the category has a cognitive foundation but has long lacked a national brand.
However, to enter the plum wine category, one must first face the challenge of process standardization.
Traditional steeping processes rely on differences in plum harvest timing and fruit size, leading to inconsistent quality. Many regional brands use non-standard production, such as bulk sales from jars, making industrial quality control difficult.
Second, the market is fragmented.
Plum wine previously existed mainly in e-commerce long-tail markets or regional workshops, not entering mainstream scenes like dining and supermarkets.
Even Japanese plum wine, though mature (50 years of history), has not established a nationally recognized brand.
In this context, plum wine has three typical pain points: no brand, no scene, no mind-share.
Meijian adheres to long-termism and productism, redefining people, goods, scenes, and emotions, completing repositioning and achieving category breakthrough.
Positioned as "Chinese food-pairing wine," it achieves quality standardization through original fruit and original brewing steeping processes, binds to hotpot and barbecue scenes to create the "cuts grease, cuts spice" mind-share, pushing plum wine from the margins to the mainstream.

**Practice of Scene Marketing and User Co-creation**
The essence of scene marketing is to embed products into consumers' emotional memories and life habits, making Meijian not just wine but an "emotional switch" for specific moments and relationships.
When material needs are fully met, consumers shift to paying for emotions, social interaction, and ritual. Products need to become scene solutions rather than mere commodities—people buy not just wine but "the healing feeling of late-night solo drinking" or "the ritual of old friends reuniting."
The market logic has shifted from "people-goods-scene" to "scene-people-goods."
In the incremental market stage, the baijiu industry achieved scale expansion through deep distribution strategies, focusing on scale increment and pursuing market coverage under moderate profits.
However, baijiu, as a low-frequency, high-ticket category, has naturally limited efficiency in dining channel sales, and over-reliance on manpower leads to diminishing marginal returns.
When the market shifts to stock competition, the drawbacks of the deep distribution model become apparent: declining terminal efficiency, disconnected quality perception, and data gaps.
When "depth" no longer equals "efficiency," how can baijiu brands achieve "precise depth" in a stock market through data-driven and scene deepening?

**1. Scene Marketing**
First, anchor high-energy scenes. Such as energy stores and pioneer stores, through high-frequency touchpoints and immersive experiences, allowing consumers to deeply perceive product value in suitable scenes and create brand aspiration.
Second, focus on high-frequency, high-touch fireworks scenes. Such as daily dining and friend gatherings, through deep penetration into real consumption scenes to achieve user education and habit cultivation.
In low-frequency but high-value scenes like banquets and team building, precise touchpoint strategies such as corporate customization and wedding packages achieve efficient conversion. Although these scenes are less frequent, each consumption is large-scale with clear decision paths, quickly improving brand penetration.
Finally, the family banquet scene. As a lead-in scene, it extends value through store consumption after circulation scene conversion, adopting an integrated product-sales strategy to enhance decision efficiency and average order value.
Match exclusive energy scenes according to the cultural characteristics and consumption habits of different cities.
In Guangzhou, focus on the weekend agritainment scene of old Cantonese, combining the village "gathering culture" to design Meijian tasting activities.
In Xiamen, bind to seafood restaurant scenes, launching "seafood + Meijian" flavor combo sets.
In Changsha, deepen the fireworks night market scene, embedding food-pairing drinking solutions in night market stalls and crayfish restaurants.
In fireworks scenes, through the three-dimensional construction of leisure and banquet scenes, strengthening user interaction experience, achieving seamless connection between brand and consumption behavior.

**2. Practice of User Co-creation**
Consumers' product awareness and decision-making follow the progressive path of "hear → see → touch → drink → buy," where "drink" is the key link with the highest conversion rate. Brands need to directly reach consumers through scene-based experiences such as tasting sessions and sample distribution, using taste memory to drive purchase decisions.
Themed scene-based ground promotion replaces traditional tasting promotions. For example, around themes like "New Year wine" and "Mid-Autumn family banquet," design immersive experience activities such as handcrafted Meijian, using lightweight methods like free ice-cup tastings and combo purchase discounts to guide consumers to try the product for the first time in specific scenes.
Guolifang's explosive exposure of over 1 billion views across the internet validates the closed loop of "product experience → content creation → social dissemination."
Meijian ice cups have become "social currency" in hotpot restaurants and night markets, with short videos of "ice cup with skewers" spreading organically.
In banquet scenes dominated by baijiu, Meijian enters with the positioning of "low-alcohol food-pairing companion."
This has been validated in the Sichuan-Chongqing market: as a baijiu pairing, the opening rate in banquet scenes exceeds 60%, especially becoming a necessity in hotpot banquets with strong spice-relief needs.
UGC is not just a communication tool but a natural result of deep binding between product and scene—when users "create beautiful experiences with the product" in scenes, the brand gains the vitality of self-propagation.

**How Does Meijian Strengthen Consumer Mind-share?**
Three core strategies for Meijian's brand mind-share construction.

**1. Brand Symbols and Aesthetic System**
With "elegance culture" at its core, through visual symbols and scene experiences, construct Meijian's unique Oriental elegant aesthetics. Different from Jiangxiaobai's "authenticity" and Guolifang's "wildness," Meijian's "elegance" is reflected in product naming, such as the "Qingmei Zhuma" series, and cross-border collaborations, such as co-branding with intangible cultural heritage bamboo weaving artists.

**2. IP-based Content Operations**
Centered on the "elegance" theme, continuously bind traditional cultural IPs.
Penetration through qin, chess, calligraphy, and painting: collaborate with guqin masters to create "Meijian Elegant Gatherings," hosting immersive experiences in tea spaces and art galleries.
Cultural cross-border collaborations: launch limited-edition gift boxes with the Palace Museum文创 and Suzhou Museum, deeply binding plum wine with Oriental elegance.

**3. User Operations and Localized Organization**
Shift from "channel-driven" to a three-pronged approach of "user + market + channel."
User line: establish city-level user communities, through tasting officer programs, UGC campaigns, and user operations to retain loyal users.
Market line: set up "scene operation officers" in each city, planning events based on localized immediate consumption scenes, such as Chengdu's "Eat, Drink, Spicy, Ice Meijian."
Channel line: create an "elegant drinking space" atmosphere in dining and retail terminals, while providing experience props like ice cups and custom drinkware.
With "elegance" as the anchor, use symbols to capture visual mind-share, use IP to awaken cultural identity, and use localized operations to activate real consumption scenes.
When a bottle of Meijian becomes social currency for users to express taste and connect emotions, the brand completes the upgrade from "selling wine" to "managing user time and emotions."


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