---
title: "Who Can Understand Jiangxiaobai?"
description: "This article discusses the challenges and successes of Jiangxiaobai, a pioneering new consumer baijiu brand in China, and announces that its founder, Tao Shiquan, will speak at the 4th China FMCG Conference to share his insights."
author: "陈思廷"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-09-05"
language: "en"
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---

# Who Can Understand Jiangxiaobai?

> This article discusses the challenges and successes of Jiangxiaobai, a pioneering new consumer baijiu brand in China, and announces that its founder, Tao Shiquan, will speak at the 4th China FMCG Conference to share his insights.

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**Time also chooses friends**
Today, among all categories of consumer goods in China, if we say that baijiu is the best business, I believe there will be no objections.
Indeed, apart from Yuan Qinghua porcelain, only Chinese baijiu is a friend of time, and it is the best friend of time, the older it gets, the more valuable it becomes.
But not everyone can be friends with time, or rather, cannot afford such a friend. For established Chinese famous liquors with heritage, time is naturally a close friend, but for newly created brands, it is not necessarily so. If it were otherwise, how many new brands would still be active in the capital market and at guest banquets today?
**Liquor gets more fragrant with age; if you don't endure for many years, users simply won't believe you have good liquor. This is the other side of the time effect, an iron law you almost cannot resist.**
Today, most new consumer baijiu brands start by getting venture capital from an investor who wants to be a "friend of time," then combine fashion to create some concepts and start selling liquor.
**Do I think it's promising? I don't.**
If we say Jiangxiaobai is the pioneering brand of new consumer baijiu, no one would disagree. Its emergence disrupted the entire stale Chinese baijiu industry, and its success has become a model inspiring countless followers.
Jiangxiaobai's growth has been accompanied by praise and criticism, has experienced bottlenecks, and has faced betrayal. Tao Shiquan, the founder of Jiangxiaobai, wrote a long article on the brand's tenth anniversary, "Ten Years, It's Not Easy for Us to Survive," with every word heartfelt.
But for entrepreneurs of new consumer brands, they can only imagine the glory after success, and even the difficulties and bottlenecks Jiangxiaobai encountered, and Tao Shiquan's warnings, they see as a huge opportunity; they can become the next Jiangxiaobai.
Today, Jiangxiaobai has become a brand that cannot be bypassed in the study of China's liquor industry. Many leaders of famous liquors, liquor industry managers, investors, and entrepreneurs are repeatedly studying Jiangxiaobai, interpreting its development process countless times.
They all hope to recreate the story of Jiangxiaobai in this best business of Chinese baijiu.
But to this day, **whether it is those who praise, those who criticize, or those who follow, who can understand Jiangxiaobai?**
**No one can understand Jiangxiaobai**
A literary young man with glasses and a scarf is the most deeply rooted image of Jiangxiaobai. It is said that this was created based on the image of Tao Shiquan, the founder of Jiangxiaobai.
Having experienced early incidents such as the distillery cutting off supply, channel blockades, acquiring and building its own distillery, brand property disputes, and brand vilification, Jiangxiaobai, just ten years old, has almost gone through trials and tribulations that other brands might never face in a lifetime.
Jiangxiaobai seems to have matured; it quietly does things and almost never responds to outside voices, whether praise, contempt, or even slander.
The liquor industry is never calm, so various speculations and rumors fly around, and Jiangxiaobai remains silent, as if the young man who once charged forward fearlessly has learned to be timid.
But gradually we see things happening one by one.
The 100,000 mu (about 6,667 hectares) of Jiangxiaobai's sorghum base has been built, Jiangxiaobai's base liquor production capacity has exceeded 60,000 tons, Jiangxiaobai's liquor has become popular in Japanese and Korean markets, the "Meijian" green plum wine launched by Jiangxiaobai has quietly become the number one category with sales exceeding one billion, and Jiangxiaobai's "Guolifang" has also sold well with sales in the hundreds of millions...
Some also suspect that Jiangxiaobai is giving up the main track of baijiu, but in 2021, products like "Sanrenyin" and "Sanwuzhiyou" quietly began to be listed and distributed in many markets across the country.
Quietly, Jiangxiaobai has done so many big things in recent years. The ten-year-old Jiangxiaobai has gradually shed its childishness, less impetuous, more steady.
With the construction of raw grain bases, capacity building, and a good liquor strategy, Jiangxiaobai has become more and more patient with baijiu, and its path in baijiu is becoming more and more determined. And products like Meijian and Guolifang, which have continued to succeed in new liquor drinks, are just a small test of its talent.
Jiangxiaobai still doesn't speak; we have no way to know its latest thoughts, its strategy, its plans, its current situation, and what judgments it has about the future of baijiu.
Will Jiangxiaobai still have those endless and amazing creative ideas? Could it sink into becoming a mediocre brand or company? Jiangxiaobai doesn't speak; we can only guess, only inquire, only speculate. To this day, almost no one can understand Jiangxiaobai.
**Today's Jiangxiaobai, do we still have a chance to understand it?**
**Yes, we can!**
**Let you truly understand Jiangxiaobai**
There is a best way to let you truly understand and comprehend Jiangxiaobai to the greatest extent, and that is to listen to Jiangxiaobai's founder Tao Shiquan personally tell you.
At the 4th China FMCG Conference held from September 23 to 25, 2021, New Distribution, as the organizer, specially invited Mr. Tao Shiquan, founder of Jiangxiaobai, as a keynote speaker at the main forum to attend and give an in-depth sharing.
Mr. Tao Shiquan will, for the first time, face the industry to elaborate on his exploration and thinking about Chinese baijiu during the ten years since he founded Jiangxiaobai.
His speech content may involve the following issues you are very concerned about: **
**1. Is baijiu still Jiangxiaobai's main strategy? What is this strategic vision and plan?**
**2. Why did Jiangxiaobai set up a second growth curve? How did this second growth curve go from planning to reality?**
**3. How does he view the numerous new liquor drink brands, whether baijiu, blended liquor, or low-alcohol liquor? What does he favor and what does he not favor?**
**If in the past no one could understand Jiangxiaobai, then after September 23, those who are present in person will truly understand Tao Shiquan and Jiangxiaobai.**
**Are you "watching" me?**


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