---
title: "Who Wrote Those Awesome Slogans for Jiangxiaobai?"
description: "Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. 'I drink everyone under the table just to whisper a word to you,' 'The words I most want to say are in my eyes, drafts, dreams, and wine,' 'We always find our past selves a bit silly,' 'Don't broadcast your inner self, because you're not the only one with a story'..."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-09-22"
categories: "Brand Marketing"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/who-wrote-those-awesome-slogans-for-jiangxiaobai-f9088317/"
markdown: "https://xinjignxiao.com/en/articles/who-wrote-those-awesome-slogans-for-jiangxiaobai-f9088317.md"
original_source: "https://mp.weixin.qq.com/s/-v2wJ9fUresk1NVBLrtVZA"
translation: "https://xinjignxiao.com/zh/articles/%E6%B1%9F%E5%B0%8F%E7%99%BD%E9%82%A3%E4%BA%9B%E8%B6%85%E5%B1%8C%E6%96%87%E6%A1%88-%E4%BD%A0%E7%9F%A5%E9%81%93%E6%98%AF%E8%B0%81%E5%81%9A%E7%9A%84%E5%90%97-f9088317.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/who-wrote-those-awesome-slogans-for-jiangxiaobai-f9088317/"
citation: "New Distribution. “Who Wrote Those Awesome Slogans for Jiangxiaobai?.” New Distribution, 2016-09-22. https://xinjignxiao.com/en/articles/who-wrote-those-awesome-slogans-for-jiangxiaobai-f9088317/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Who Wrote Those Awesome Slogans for Jiangxiaobai?

> Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. 'I drink everyone under the table just to whisper a word to you,' 'The words I most want to say are in my eyes, drafts, dreams, and wine,' 'We always find our past selves a bit silly,' 'Don't broadcast your inner self, because you're not the only one with a story'...

Long press the QR code or click "**Read Original**" to register.
30+ industry experts, 100+ B2B platform founders, 800+ manufacturer and distributor friends, gathering in Fuzhou to discuss the internet transformation path of the FMCG industry.
Accompanying you
To walk the longest road
Is my
Deepest trick
"I drink everyone under the table just to whisper a word to you,"
"The words I most want to say are in my eyes, drafts, dreams, and wine,"
"We always find our past selves a bit silly,"
"Don't broadcast your inner self, because you're not the only one with a story,"
"Only talk about life with important people,"
"Low-quality socializing is worse than high-quality solitude,"
"The person in your phone is sitting across from you, why are you still staring at the screen?"...
Have you heard these slogans? Do they hit the mark? Well, these are actually the bottle slogans of a new-generation liquor company in Chongqing. Let's take a look at how the well-known internet celebrity Jiangxiaobai has been playing interactive marketing with everyone over the years.
**1**
Eleven years ago, an American named C.K. Prahalad wrote a book called "The Consumer Dynasty," which rambled on about a principle: enterprises should co-create value with consumers.
Because the author's writing was poor and the examples were dull, the book didn't become a bestseller, and the business world's reaction to the theory could be summed up in one word: "Oh."
That casual "Oh" nearly ruined half of China's private enterprises. It is said that millions of private enterprises in China go bankrupt each year, ranking first in the world. In the liquor industry, some even predict that in the next four to five years, more than half of Chinese liquor companies will disappear.
Not knowing how to communicate with consumers, and pretending not to care, those once-famous specialty liquors just "oh"-ed themselves to death.
**2**
In that beautiful era, we heard that land was important, capital was important, relationships were important, and your girlfriend's father was important, but we never heard that consumers were important.
Everyone was busy with deals worth hundreds of millions, who had time to pay attention to consumers?
So, when that good era suddenly ended, and when we truly needed to face market tests, everyone still maintained a condescending attitude.
Who are you showing off to? If you always dress up like a fairy, who would dare to touch you?
In the past 50,000 years, our shaping of liquor culture has focused on two words: high-end.
Every bottle of liquor emphasizes that it is brewed using ancient methods, has a profound historical and cultural background, is located in the best region for grain and spring water, and almost every bottle's ancestors were relatives of the emperor. Almost every bottle is trying every possible way to do something irrational: stay away from ordinary people.
I see your face
In my glass
But it's already
Those fleeting years
**3**
Compared to the arrogance and numbness of many liquor companies, Jiangxiaobai, a new-generation pure sorghum brand rooted in Chongqing's traditional brewing techniques, has brought new life and vitality to Chinese liquor brands through deep excavation of consumer emotions and direct-to-heart copywriting.
Over the years, Jiangxiaobai's bottle slogans have become a unique landscape in the liquor industry.
**"I drink everyone under the table just to whisper a word to you," "The words I most want to say are in my eyes, drafts, dreams, and wine," "We always find our past selves a bit silly," "Don't broadcast your inner self, because you're not the only one with a story," "Only talk about life with important people," "Low-quality socializing is worse than high-quality solitude," "The person in your phone is sitting across from you, why are you still staring at the screen?"...** Each phrase is a classic, each word burns the heart.
**▲ People like drinking not to get drunk, but to express emotions through alcohol**
Some people have traveled all over Chongqing's hotpot restaurants and convenience stores just to collect Jiangxiaobai's bottle slogans.
The movie "Chongqing Hot Pot" included Jiangxiaobai as an indispensable symbol of Chongqing; the hit drama "Good Mr." featured a scene of "family drinking Jiangxiaobai together," which wrung 100,000 liters of tears from viewers; the currently airing "A Love for Separation" even integrated Jiangxiaobai's slogans into the dialogue and wrote Jiangxiaobai's viewpoints into the plot; not long ago, Jiangxiaobai released a music video titled "I Am Jiangxiaobai 2016" on Tencent Video, which received over 20 million clicks...
"I Am Jiangxiaobai 2016"
**4**
**So the question is, who wrote those awesome slogans for Jiangxiaobai?**
Some say it's the boss of the distillery himself. Some say they are copied from the internet. Some say it's the work of 4A agency envoys sent from Beijing, Shanghai, or Guangzhou. Some say there's a master copywriter hidden inside Jiangxiaobai. Some say there's definitely more than one such master copywriter...
Many years have passed, and the mystery remains unsolved, but Jiangxiaobai's slogans continue to produce new masterpieces, with creative level and professional skill that even some so-called first-tier advertising agencies find embarrassing. So some suspect that Jiangxiaobai itself might be an advertising company...
However, not long ago, Jiangxiaobai launched its heavyweight new product: the **Expression Bottle**. The mystery that has puzzled the industry for years seems to have finally found an answer.
Taking some detours
Is better than
Standing still
**What is an Expression Bottle?** Let me explain: An Expression Bottle is a bottle that can be used for expression. Scan the QR code on the Jiangxiaobai bottle, enter the text you want to express, upload your photo, and automatically generate a bottle that belongs exclusively to you. If your content is selected, it can be produced as an official Jiangxiaobai product, batch-produced, and launched nationwide simultaneously.
Click "Read Original" to play with the Expression Bottle
Sounds simple, right? Indeed, it just adds a QR code. **But it is this QR code that explains the source of Jiangxiaobai's classic slogans and dissolves the growing sense of isolation between the liquor industry and consumers.** Or rather, it changes the traditional brand marketing gameplay of the liquor industry.
**5**
**Let's look at the magical effects of the Jiangxiaobai Expression Bottle:**
>>>>
**First, it's more convenient to show off.**
The advent of the Expression Bottle may be good news for those who love to show off.
Usually, show-offs are busy at work. Sometimes they want to post a sentence but can't find a suitable image; sometimes they want to post an image but can't find suitable words. But they're not the kind of people who do things casually, so they have to stay silent. If they stay silent too long, others might think they don't know how to show off at all! How can you stand such humiliation?
With the Expression Bottle, there are ready-made scenes and images to choose from, and you can also write your own text and upload photos, truly achieving showing off anytime, anywhere without asking for help.
>>>>
**Second, it cures all kinds of dissatisfaction with copywriting.**
No matter how good Jiangxiaobai's bottle slogans are, they can't please everyone.
There are always people who want to show their own skills. It's no wonder; who says nobles are born noble? Before the Expression Bottle, all poetic sentiments were stuck on labels, only for viewing, not for changing, a one-way value output.
You could only drink in silence, staring at a bottle that didn't match your mood, with nothing to say, and your brilliant words had nowhere to go, and ultimately no one could connect with anyone.
The emergence of the Expression Bottle ended this self-isolating situation, breaking the content boundaries of the liquor industry. Everyone drinks and writes expressions; everyone is a copywriting master. As long as you're happy, you can put Jiangxiaobai's old employees out of work anytime.
May I still pour you wine
In ten years
May we still be old friends
In ten years
>>>>
**Third, it brings politeness back to Moments.**
Have you noticed that Moments is getting more and more outrageous?
All kinds of ads, all kinds of daigou, all kinds of following. Can we talk about ourselves properly like before?
The most painful thing in the world is when you want to block someone but are afraid they'll find out. So you have to watch them run rampant on your turf every day.
**When can social interaction return to simplicity? Can a thousand words be condensed into one heartfelt sentence?**
So what the Expression Bottle brings is a set of decoration plans for Moments. Jiangxiaobai says that whether it's your own mood or words to someone, you should maintain a basic elegance, which is the foundation for everyone to continue being friends.
Friends
Can't just stay
In Moments
>>>>
**Fourth, an internet celebrity generator.**
No one will doubt that Jiangxiaobai is an internet celebrity.
It's lonely to be the only one who's famous. The Jiangxiaobai Expression Bottle is about to activate a wave of internet celebrities.
Unlike live-streaming cameras, writers' articles, or beauties' photos, Jiang the internet celebrity has his own unique channel of voice: the liquor bottle. Every month, hundreds of thousands of bottles are passed around under the city's night sky. Each bottle is a medium. Previously, its owner was Jiangxiaobai; now it's every drinker themselves.
From a certain perspective, the Expression Bottle is also an internet celebrity generator.
>>>>
**Fifth, I want to fight ten.**
After the Expression Bottle operates normally, the content it can absorb and create each month is equivalent to the total workload of ten copywriters. In simple terms, one bottle does the work of ten people.
**What does that mean? It means copywriters are really going to lose their jobs this time!**
Some might worry: the main reason we choose Jiangxiaobai is that the bottle quotes are so touching. If consumers write the quotes, will they still be touching? The answer is yes.
Whether it's Jiangxiaobai's quotes or Expression Bottle quotes, once they involve production, Jiangxiaobai's internal brand team undergoes extremely strict screening and control.
The difference is that this time, consumers will hear their own true voices. As for copywriters losing their jobs, I express my sadness again.
We
Always talk about the past
With great relish
But for
the present
We have nothing to say
>>>>
**Sixth, it cares about you more than your mom.**
Wu Xiaobo once said that as a content creator, the most painful thing is not knowing where your readers are.
So he created the Wu Xiaobo Channel to connect with millions of readers.
Liquor companies are the same. They used to have no way to know what happens at the consumer end, but the Expression Bottle brings an opportunity for observation.
When someone scans the code to write an expression, the backend big data is generated simultaneously: where you scanned, what wine you consumed, what your mood is, what you're satisfied or dissatisfied with, when you last chose Jiangxiaobai, how many people near you made the same choice...
Sometimes you feel this bottle cares about you more than your mom.
Life
Not only yearns for distant places
But also
This old place
>>>>
**Seventh, the birth of a gang.**
First, let me clarify: we don't hurt people.
The most excessive thing we do when we gather is hug to keep warm. The Expression Bottle ultimately forms a "gang" that anyone can join.
That is, a community activity center built with bottles.
In China's thousands of years of tradition, alcohol has always been a social lubricant, and communication and cooperation between groups are considered the core of modern business.
The Expression Bottle not only expresses personal feelings but also represents groups or companies. Jiangxiaobai's annual **Wine Gathering Conference** and the upcoming **Expression Ceremony** will help drive the occurrence of beautiful stories between communities.
In summary, the Jiangxiaobai Expression Bottle is a landmark upgrade in consumer interaction for liquor companies. We must thank those brands and companies that bravely experiment in the field of consumer experience. It is their creativity that turns the ordinary into the interesting, the monotonous into the rich, and the accidental into the inevitable.
(Source: Copywriting Master)
New Era · New Distribution
—— 2016 China "FMCG + Internet" Summit Forum ——
**This is a grand event focused on how the FMCG industry's channels should transform under the trend of Internet+ transformation**
**Conference Agenda**
09:00-09:30 Registration
09:30-09:35 Host opening
09:35-10:05 2016 China FMCG Industry Trend Analysis Report——Zhao Bo
10:05-10:25 FMCG Enterprise Transformation Strategy and Path——Liu Chunxiong
10:25-10:45 Opportunities and Challenges Brought by FMCG Channel Reform——Field 365 CEO Liu Zhao
10:45-11:25 Alibaba Retail Link All-round Empowerment——Alibaba Retail Link Guo Kunkun
11:25-12:00 Roundtable Forum——Brand Transformation: Improvement vs. Reconstruction? (Guests TBD)
12:00-13:30 Lunch
13:30-14:00 Distributor Transformation: City Distribution Trend Development——Weijie City Distribution CEO Wang Qi
14:00-14:30 Roundtable Forum——Why Should Distributors Transform into Logistics?
14:30-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy——Zhongshang Huimin Vice President Su Xiaoxin
15:00-15:30 Detailed Explanation of Zhanghe Cloud Factory Strategy——Zhanghe Tianxia Yang Lixiang (Content TBD)
15:30-16:00 Supply Chain Finance: The Lubricant for B2B to Drive Traditional Business——51 Order CEO Chen Xian
16:00-16:30 2B Investment Principles and Approaches——ZhenFund Founder Xu Xiaoping (Guest TBD)
16:30-17:00 Small Retail, Big Opportunity: China's Retail Transformation and Upgrade——Yurun Group E-commerce Division General Manager Wang Jianfeng
17:00-17:30 Roundtable Forum——Who is the King of FMCG B2B Models? (Guests TBD)
18:00-20:00 Dinner
For manufacturers and distributors who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click "Read Original" to register.
**Registration: Long press the QR code below or click "Read Original"**
↓↓↓ Click "Read Original" [Register]


---

## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2016-09-22
- Canonical: https://xinjignxiao.com/en/articles/who-wrote-those-awesome-slogans-for-jiangxiaobai-f9088317/
- Original source: https://mp.weixin.qq.com/s/-v2wJ9fUresk1NVBLrtVZA

## 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