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: