Is ginger a flash in the pan just because it tastes bad?

Jiang was not a flash in the pan, but he was not very strong when he hit the market. He felt like a spent force.

Jiang's marketing copy is really superb and can enter the grand ceremony of contemporary business model, if there are successors. A new brand, in the strong liquor market, can instantly open sales and seize a corner, which is really an unimaginable great success.

Unfortunately, Jiang's team is secretive. While playing with business models and theories, they ignore the mainstream drinking groups at the operational level. Staring at young people who are not deeply involved in the world, coaxing them to drink white wine, ignoring the existence of alcoholics over 30. We should know that this group is the main force of liquor, a connoisseur of spicy taste, and a loyal practitioner and heir of liquor culture. This is Jiang's first major mistake.

Second, the so-called "water can carry a boat, but it can also overturn it." Young people are not the target of liquor consumption. It is a risky move for Jiang to lock the main body of goods on young people. You can win in danger and impress them with your feelings. Now, it is not the liquor itself that gets this group, but the young people can't stand it. However, liquor is used for drinking after all. Drinking white wine must have an exciting effect. You make it hard for them to swallow and get drunk. Then, the most active group in the social field, just like touting you at the beginning, quickly told everyone about the bad feelings of drinking this wine.

Third, the core is that the wine itself should not be too hard. There are serious defects in Jiang's market positioning. In addition to the wrong choice of consumers mentioned above, it is also manifested in the following three points: ① The process is rough, eager for success, or the production can't keep up with the market supply, and the production process of wine is obviously not up to standard, resulting in bad taste; The price is too high. However, the production cost of Xiaoqu liquor is positioned at the old price of Daqu, which is typical of high quality and low price; ③ The follow-up maintenance of commodities is weak, or not at all. Therefore, it has achieved the embarrassment of "winning the world without defending the country." It is also the end of the hero, tragic.

Besides, the current liquor market, regardless of taste or quality, is simply not ginger. On the taste, it is not as good as alcohol blending wine, even worse than the old village head and Niulanshan. As far as the body is concerned, almost all the fragrant wines are better than Jiang. The price is not much to say. There are many better and cheaper wines here than Jiang. So, anyway, I didn't buy it for Jiang. This is the fate of ginger's imminent disappearance, because there is an inevitable consequence of not playing cards according to market rules.

It is somewhat inaccurate to say that Jiang's success is only a flash in the pan. Although it really doesn't seem so hot now, the sales volume has been increasing. Let's talk about ginger this time.

In fact, simply speaking, Jiang hit another key point in liquor culture besides liquor itself, that is, the feelings or emotions of drinkers, and also "captured" another relatively old consumer group besides "senior drunkards". It took Jiang five years to complete the breakthrough of annual sales from 0 to 1 100 million. It can be said that Jiang's new approach is successful.

Secondly, Jiang followed his unique marketing method and "captured" his target customer base. Ginger's main audience is not "senior drunkards" aged around 40 or above, but relatively young people. In fact, for many young people, white wine is not good to drink. Many young people sometimes drink white wine not because of the wine itself. So since they are all "bad to drink", it is not surprising that Jiang, a product that pays more attention to feelings and stories than the taste and flavor of wine itself, is more popular when choosing liquor.

I drank Jiang's, or my wife, who never drinks, bought it for me because she thought it was very interesting. Maybe it's because I don't like white wine very much, let alone it's delicious, but the wine itself is really not very delicious. So after reading some other comments and answers, we can see that some people who are a little older and older don't drink Jiang mainly because it tastes bad, and the price of bottles is less than a dozen yuan.

But these are not problems for some young people. Anyway, I feel that white wine is not very delicious, and it is almost the same, and the price of more than ten pieces 100 ml is very acceptable for young people's consumption concept. Wine culture is a popular culture, and these young people who consume ginger are also a popular group. Jiang was questioned because of his rapid popularity. I wonder how many people are staring at it. The quality of Jiang has also been tested in many ways, at least the quality of wine is excellent. Jiang Xiaobai is a Xiaoqu solid liquor that implements the national standard GB/T 267 1-20 1

People who often read my articles should know that I don't drink liquor very much, and I often advise people to drink moderately. Excessive drinking will harm their health, so this question about ginger is only practical.

The answer to the subject's question is obvious: at least at present, ginger is not a flash in the pan, although I also think the taste of this white wine is not suitable for me, and it tastes bad. However, sometimes some people actually have nothing to do with the wine itself. As long as it is a qualified liquor produced regularly, they just want to get drunk and solve their worries. It doesn't matter whether it is good or not.

Friends who are interested in food, healthy diet and food anecdotes can pay attention to and like it, and share interesting and useful related content together in the future! I am a restaurant. When Jiang 20 12 just started to do online marketing, she bought several boxes from a treasure, tasted them and gave them to customers and friends in her shop as friendship wine. At that time, she had several advantages: first, she was fresh, and most people still appreciated Jiang's marketing quotations; Second, the quality of 42 wine was ok at that time, so she sold it for more than half a year.

Later, due to the relocation and expansion of the store, ginger did not continue to enter the wine. At that time, Jiang was selling online, and there was no physical store.

17, our local salesperson, Jiang, once again entered the store to promote products and contacted Jiang again. At that time, I was surprised that Jiang's classic scrub bottle was missing. The classic 42 kaoliang spirit was also changed to 40? Then I tasted it myself. I used to be able to finish a bottle of 2 small wines in two bites. The quality of the wine in my throat is so hard to swallow now!

Perhaps, changing the original wine manufacturer may be too big to care about the details, and most of the expenses will be allocated to advertising, but the real customers will always drink the quality of the wine! There are fewer places for young people to drink white wine now. They all want to follow the trend and make videos, Jiang. The biggest sales of liquor are always business receptions and middle-aged people drinking the right wine!

A little immature point of view, say it for everyone to taste!

Ginger wine was widely publicized at that time, covering many aspects of life. You didn't want to hear it, so it was well publicized.

I have drunk it twice, but personally I think it tastes very bad, very bad. Jiang is the most terrible white wine I have ever drunk, and the same few dollars are still 12 dollars.

There is a Shiwan jade ice roast in Guangzhou, which costs a few dollars a bottle, but the taste is much better than that of Jiang.

When I am around, no one will take the initiative to drink Jiang's liquor, even if it is cheaper or the same price.

As a regular ginger drinker, I want to say a few words and express my opinion when I see this title. Personally, I resisted liquor at first, until a friend party made me drink Jiang Xiaobai, and I began to get to know it slowly until I liked it.

First of all, ginger tastes really good! For many people, all the wine is actually not delicious. Comparatively speaking, ginger is more acceptable.

Accustomed to degree and fragrance is the truth of bad taste.

The degree of traditional liquor is generally high, but the degree of Jiang is not so high, and it is not irritating and easy to enter. It is an acceptable type for young people like us. Especially like Jiang's pick-up wine, 25 degrees, just suitable for dinner and group building, don't worry about drinking too much. For those older "old fritters" who are used to drinking traditional liquor, can such a degree be regarded as wine? They can't get used to and adapt to it well to some extent. The same is true for flavor types. Many adults are used to Luzhou-flavor and Maotai-flavor wines, and naturally they are not used to Luzhou-flavor rivers, so their voices are not good.

The above two points are the reasons why most people say that ginger tastes bad. Actually, he's not used to it. It's not bad. Another important reason why I can accept Jiang is that Jiang encourages mixed drinking.

Can it be said that ginger is just a flash in the pan after all kinds of new ways of playing wine? Mixing liquor with other drinks is a new game proposed by Jiang. Mixed drinking can not only increase the taste level of wine, but also enhance young people's interest in liquor and stimulate their ability to explore new flavors.

Including myself, I also joined the mighty army of mixed drinking. Once, a friend gave me several bottles of Yakult. I was going to take ginger out for a drink that day. Suddenly I thought of mixing, so I opened Yakult and poured ginger in. When I drink it, the taste is still quite strong and the taste is still very smooth. I just don't know if it will be healthier. When my friends open the health bureau again, I'm going to take Yakult and ginger to give them a taste.

Second, it is not a flash in the pan at all. Every year, people sing bad words about Jiang, but now Jiang is getting better and better. Jiang always insists that he is not influenced by the outside world, does what he should do and plays with young people.

Jiang works with young people and does young people's things.

From Jiang's Everything Growth Art Festival, Jiang's Music Live, Jiang's Just Battle International Street Dance Competition, Jiang's JOYBO Street Culture Art Festival, and last year's Jiang YOLO Youth Culture Festival, Jiang Xiaobai has done more and more in-depth work on trend culture. Last year's "Jiang Youth Culture Festival" was a venue for 10,000 people in Changsha and South Kyoto, and it was called the Spring Festival Evening in the rap world. In addition, the animation "I am Jiang" set in Chongqing has received rave reviews since its launch, which can be described as a work of conscience.

In addition, watching the news reports, it is said that Jiang is still doing the whole industry chain recently. Mainly focus on "farm+","winery+","taste+","market+"and "brand+"to lay out the core competence of the whole industry chain, and further explore on the road of youthfulness and internationalization.

To sum up, Jiang is not bad to me, nor is it a flash in the pan. Walking in the supermarket now, when I see ginger, I always want to buy some bottles, and then I will invite some friends to drink and chat. Isn't this a good life?

1 small bottle, is not a big banquet. Who invited you to eat a circle of small bottles on the table?

Since we can't have a big banquet, let's get together. Several buddies go there to chat and basically drink beer. If there is white wine, just a few people come directly to a catty.

In addition to the degree, I often drink white wine, but the taste is not mentioned. I still can't feel it after four drinks. . . . . . 2 1 bottle. Are you kidding?

Forget it, let's talk about it!

I really think this question is a bit meaningless. "Jiang" is a successful case of a new brand of China traditional wine industry, which has been sought after and envied by many people in the industry. It has not only created a bunch of imitators, but also triggered many malicious attacks.

Let's talk first! Traditional wines in China always pay attention to high-grade quality, but always ignore the demand of low-grade market and international market. With the changes of the times and the rapid changes of young people's living and working styles, the pursuit of high-quality taste and image of China traditional wines has been unable to win their favor, and they have turned to international brands of foreign wines. Jiang is aware of this demand, and through years of market research and product innovation, he has tailored a brand-new light-taste low-alcohol sorghum wine to cater to the tastes of young people and explore the international market.

With the fire of Jiang, more young people began to accept China's traditional wine culture and ideas, and Jiang also successfully proved the correctness of its innovation and positioning. In recent years, Jiang has won prizes in various international liquor competitions, which is an affirmation of Jiang in the international market. However, at the same time, Jiang Ye has attracted criticism from some consumers who like traditional high-alcohol wines.

Therefore, it is not that the taste of ginger is bad, but that the taste of drinking is diversified. Some people are used to the sauce flavor, while others are used to the strong fragrance. And ginger has only changed because of young people's hobbies. Those who question the bad taste of ginger are generally consumers who have long been accustomed to the taste of China traditional liquor.

A flash in the pan? Talking nonsense is a flash in the pan, which is really unprofessional. Jiang Yu 12 entered the market, which has been tested by the market for seven years. From 12 being criticized for "not living for a year", it is still vilifying his "short-lived" today. This is not nonsense. What is this?

In terms of positioning, in addition to understanding the changes of young people's tastes, Jiang also vigorously explored and cultivated the relatively hidden youth cultural market. In 20 18, the "YOLO music scene" that Jiang secretly cultivated for a long time was upgraded to "Jiang Youth Culture Festival", which ushered in a full-scale outbreak. The whole cultural festival contains a lot of graffiti, music, street basketball and other youth cultural elements. The scene of thousands of people watching Changsha Station and Nanjing Station set off a wave of enthusiasm on the Internet.

If you want to evaluate Jiang in one sentence, it is "he is no longer what he was yesterday". From "doing what you like to drink" to "doing what you like to play", Jiang has a comprehensive insight into the long-term value and significance of the current brand. This is a process from product to brand.

Ginger tastes bad, and the blending is even worse! It's best to have a bottle of Erguotou, which is cheap and enjoyable. In addition, there is also a problem with positioning. Once when I was drinking, the young people in my unit bought several bottles of Jiang, saying that this kind of wine was very popular in the market. How about trying some "old drunks"?

After reading the package, I really feel that the clean and beautiful small white bottle, simple blue and white tone, is a bit like Conan's ginger. It is very inconspicuous, with a trademark slogan "I am Jiang, and life is very simple". The simple trademark is accompanied by Jiang's quotation: "Those memories that are the same as * * * are the best appetizers." It's really refreshing.

Everyone is interested in the quotation on the bottle. "Growing up is to turn crying into silence, and making wine is to turn feelings into vibration." "Drinking everyone down is to whisper to you." "I always care too much about the results, so I scribbled down the process." Very emotional, but if nothing happens, these words are for young people who have just entered the society and are working hard.

So I couldn't wait to open the small bottle and have a taste. However, as soon as I entered, I touched it in my mouth and was disappointed. The taste is too soft, and I don't think it is a 40-degree wine at all. The wine is light, without the proper fragrance of sorghum wine. A friend who often drinks wine said, "This wine lacks the vigor of Erguotou and the fragrance of Fenjiu. For the "alcoholic" who often drinks, this wine is not inflow.

Young people told us that Jiang didn't drink like this. Sprite is the only way to taste it, and there is also a name called "lover's tears" You can also drink black tea and lemon juice ... many girls like to drink it like this. In the past, foreign wine was mixed with beer, which was called "cannon lighting", so I ordered a bottle of Sprite and blended it, which tasted fresh.

However, the blended wine is still not so good. The wine itself belongs to a light taste. After mixing with drinks, it can't find the taste of wine, and it doesn't have the sweetness of drinks. Instead, it becomes a little bitter, which may be called the lover's tears for this bitter taste.

Jiang is a drink for young people who taste white wine for the first time. The taste is light, the throat is not spicy and it is not easy to get drunk. According to the online uploading method, some messy drinks were blended. In fact, they are not drinking, but drinking emotional appeal.

However, the degree of ginger is too low to be suitable for wine mixing. When mixed with drinks, it will destroy the original quality of sorghum wine. This method of "drinking national wine from abroad" is "a dog with long horns-going abroad (sheep)." So several friends who often drink alcohol asserted at that time that people who often drink alcohol will not drink this kind of wine. This wine may only be fresh for a while, but it is rare when it is young, and there will be no market.

I haven't seen this kind of wine on the wine table for a long time.

Jiang was forgotten, not only because of his poor taste, but mainly because his positioning was not suitable for the China market. What China people drink is the taste, that is, a mouthful of wine into the throat, full of spicy fragrance and endless aftertaste. Liquor is boring if it tastes too light.

Mixing is a way of drinking in the west. Young people feel fresh and tasteful. But for people who like to drink, it is a waste of good wine. The deviation in positioning makes it lose the mainstream market, and it is not a long-term solution to rely on marketing and attract young people.

I really can't compliment myself on the taste of ginger. Anyway, I personally don't think it's very delicious. In the past, when it was particularly hot, Jiang went to drink sprite coke and other drinks. This may be a new idea, but for this, someone really teased: "Jiang thinks that he is not good, so he teaches consumers so many ways!" (Laughing and crying)

But I really admire Jiang's marketing, not just in copywriting. I haven't seen anime for a long time. The latest animation is "I am Jiang", which can be said to be the pinnacle of domestic animation in recent years. It's super warm and super healing anyway.

In the first and second seasons, the two ending songs were all sung by the landlord's cat, and "Clouds into Rain" and "Let's Stop" really sang to the deepest part of their hearts.

Clouds and clouds turn into rain: I want to see you again, even if I leave at a glance, the dim silhouette under the street lamp and the longer forest path, I want to see you again, at least joking, we are drifting away from each other …

So far: we are all going to bid farewell to the past. Promise me that you will be happy. We will meet somewhere sometime in the future.

In fact, in the copywriting camp that attracts the most traffic, Jiang is undoubtedly one of the best, and there are many fans in the rivers and lakes. Anyone who dares to say that Jiang's copy is not done well will die an ugly death. In a sense, Jiang is more like a creative planning company than a wine company. This is both a compliment and a criticism.

So if we go back to the original taste of liquor, maybe ginger is not done enough, but the brand image of this product is really deeply rooted in people's hearts.

In various fields, there are always new brands rising and declining, and there are also those who are not optimistic all the way but stand firm in the cold wind. For the brand of ginger, since the establishment of 20 12, the rumor of its "short-lived" has long been shattered.

Do you drink to taste good?

For people who like to drink liquor, they can adapt to the teasing of different taste buds brought by different liquors. The process of drinking is not just an act of drinking, but a process of tasting. So for this kind of people, they just like that type of wine very much, and there is no so-called discrimination between bad taste and good taste for liquor. For people who never like to drink white wine, any white wine is hard to drink. After all, in the eyes of people who don't like to drink liquor, liquor is nothing more than a social tool and an emotional outlet.

Whether Jiang tastes good or not, from the popularity to today, people have different opinions, but most people describe Jiang's taste as a little fragrant without slight stimulation, which breaks people's understanding of liquor in conventional cognition. Some people can accept this "difference", of course, others can't, but in any case, Jiang did solve the problem that young people think white wine is too spicy to eat. Even the introduction of Jiang mixed drinks and Jiang bistro has enriched Jiang's taste and endowed the brand with fashion elements. It is also a rare liquor brand in China that can play with liquor users.

What about Jiang, who is always sung bad?

However, according to relevant statistics, among young consumers aged 25-35, Jiang has the highest market share in liquor categories. Among all liquor brands, female users account for the highest proportion. In the liquor industry, an old brand like Maotai built an iron wall before, and then under the rapid attack of various liquor brands, it is admirable to achieve such results among the target population. Not only that, Jiang has gained a lot of fans' love in hip hop, rap, animation and other aspects in recent years. The second season of "I am Jiang", which is now being broadcasted by major video platforms, scored as high as 9.5 and became a "music fan" in the country. The theme song "I have something to tell you" was also discovered by anime fans, and the lyricist was "Jiang", so I can only say this wine company.

Is Jiang "inaction"

It is precisely because Jiang, who is obviously a wine company, has done various activities that young people love to play, and has been criticized as "doing nothing", but in fact Jiang has been doing the whole industrial chain in obscurity.

Many news media have reported that at the end of 20 18, Jiang publicly released the "layout of the whole industrial chain". Since its establishment, Jiang Liquor Industry has adhered to the three-product development strategy of "category differentiation, high-end quality and brand rejuvenation", firmly laid out the guiding ideology of establishing superior production capacity in the future, and adopted two means of acquisition and expansion. In Baisha Town, Jiangjin, the birthplace of Luzhou-flavor sorghum liquor, there are already two wineries, Laoluxi Winery and Jiang Ji Winery, with a total area of 760 mu. It has invested 2 billion yuan in capacity acquisition, renovation and expansion, and has a brewing capacity of more than 30,000 tons of original wine and a bottling capacity of 20 million boxes.

However, Jiang did not publicize the strategy of "whole industrial chain layout" that he has always adhered to. What he invested was not that he revealed that he was laying out a high-quality supply chain and an efficient industrial chain under the attack of outside gossip. He can only say that this era is "difficult to keep a low profile."

Existence is reasonable, and there are not many enterprises that can always stick to themselves in the market. I look forward to these enterprises with a sense of youth and mission getting better and better.