All the big enterprises will go through the ordeal, the ordeal to give Jiang Xiaobai rational examination of their own opportunities. In 2020, jiang xiaobai is still a lot of things, trademark lawsuit won, ipo rumors.
For a full year in 2019, jiang xiaobai company experienced \"naked run\" business. Anyone with a little knowledge of business knows how horrible it is for a consumer-goods brand to operate for more than a year when a trademark is rendered invalidated.
According to the Supreme People's Court's \"2019 Supreme Law Line No.224\" judgment, to prove that \"Jiang Xiaobai\" is Jiang Xiaobai, the company has experienced at least four roller coasters in eight years.
The first was in December 2011, when Jiang Xiaobai created and applied for a registered trademark; however, since 2013, it has been initiated a trademark objection procedure, a trademark objection review procedure and a trademark invalidation procedure.
Then in 2017, through the administrative lawsuit Jiang Xiaobai won the first instance; immediately followed by the 2018 second instance failure,\" Jianghu no longer Jiang Xiaobai \"voice one after another. It was subsequently referred to the Supreme Court for retrial. The process lasted seven years, until a final ruling by the Supreme People's Court recently brought the matter to an end.
But curiously, Jiang Xiaobai still moves frequently in the case of trademark invalidation for this 400 days from November 2018 to December 2019: both add code Jiangji winery construction, update flavor line, and also hold rap, hip-hop dance and other activities around the country.
Naked run for 400 days, Jiang Xiaobai as usual. The author conjectures, perhaps is because Jiang Xiaobai to this lawsuit wins the ticket to hold? Or perhaps Jiang Xiaobai company has done a good job of losing the \"Jiang Xiaobai\" this trademark, and do a Jiang Xiaobai? There is a doubt between the two scenarios. Where does Jiang Xiaobai come from?
Forced? Register \"jiang xiaobai\" to the national heart whether jiang xiaobai trademark or brand, has been registered by jiang xiaobai this enterprise into the mind of users.
If you ask young people what white wine they usually drink,80% will answer Jiang Xiaobai. The most intuitive factor of its success is the transformation of traditional consumer goods with modern things and the creation of new product models and usage scenarios.
The most intuitive effect of this move in front of us is that jiang xiaobai changed the impression that \"only the parents drink white wine\" in the eyes of the people, after jiang xiaobai, the market followed the \"x small x\" small bottle of white wine is a direct affirmation of this direction.
Jiang Xiaobai's success cannot be denied from the first to seize the opportunity in the market environment, but after holding the ticket, Jiang Xiaobai did not rush to amass money, but \"buy people \", do closed-loop market, form a cultural brand, this is the deepest reason.
Today's famous liquor brands are often inseparable from the culture behind the brands, said Zhu Danpeng, a Chinese food industry analyst. Jiang Xiaobai shaped a national brand through Likou's products, fashionable brands and new youth culture.
Brand and culture are long-term areas of value, but traditional wine companies may be more inclined to talk about grand wine history, talk about emperor generals, homogenization and retreat.
Jiang Xiaobai's difference is that the brand culture has fallen to the present young people, and users can directly contact this culture and feel it personally. Such as music festivals, hip-hop, rap, car racing, graffiti; but also chartered wine from all over the country to participate in brand creation, share the sales of products created by users, full of national flavor.
In fact, there is no liquor like Jiang Xiaobai, there are many scenes can be drunk, very approachable. Friends can drink, home party can drink, date can be mixed drink, eat barbecue can drink, eat western food can also drink. But what about another wine? Can we put \"old village chief \",\" raffia \",\" er pan head\" into the above scene, you can look at it all?
To the user, Jiang Xiaobai may be far from being defined by a trademark, but the existence of a \"symbol like \"- Jiang Xiaobai's wine culture, is a branch of the national wine culture. Woodruff, the former chairman of Coca-Cola, has a plausible quote:\" If there's a Coca-Cola brand, I'm going to stand up again the next day.\" Jiang Xiaobai is the same, can even go further, perhaps even if \"Jiang Xiaobai\" trademark failure, Jiang Xiaobai company can still rely on user cognition rise. A failed trademark may be available to everyone else, but it is unlikely to be as popular as Jiang Xiaobai.
Hidden a little deep, the whole industry chain is the true moat river small white brand and culture is more intuitive, but also easy to imitate, but the most valuable, most difficult to imitate, but also the most easily ignored part of the background, from sorghum planting to wine distribution of the entire industry chain.
\"The old days were quiet, and when the cauliflower was in full bloom, they went to empty themselves. During the 400-day streaking period, Jiang Xiaobai's sorghum-growing base, Jiangji Farm, received 200,000 people on a day when cauliflowers were in full bloom. Crowded to the foot of the Beijing Xierqi subway station, peak passenger flow is about 140,000.
The crowded jiangji farm has been expanded to 5000 mu of planting, and will gradually expand in the next five years and \"radiation 100,000 mu of planting.\" This is only a link in the entire industrial chain of Jiang Xiaobai.
The beginning of the entire industrial chain will start in 2013. At that time, Jiang Jin winery after the attempted trademark cut off the supply of products, trying to cut off the back of the small white river. In fact, the practice of Jiang Jin distillery instead prompted Jiang Xiaobai to find a new way to do their own production base and supply chain.
Up to now, the whole industry chain around taste, market and brand has been completed. Jiangji farm to engage in sorghum cultivation, Jiangji winery responsible for winemaking, centralized industrial park responsible for supporting.
Imagine the future if jiang xiaobai can provide quality supply chain: one may hatch more brands; the other has the ability to export long-term. The brand's own influence, coupled with the supply chain's ability to sustainably export quality products, is likely to quickly build second and third. nth \"Jiang Xiaobai \".
\"The so-called variable is actually our innovative value, immutable is through the long-term accumulation of moat, is long-term value.\" In a dialogue with IDG Capital, Tao Shiquan said that no matter how the whole environment changes, the quality supply chain must and always be one of the bottom core competitiveness of the whole society.
In the future, jiang xiaobai can provide quality supply chain: first, may hatch more brands; second, with the accumulation of time, it will become more and more valuable. If one day, no-print stores on the shelves of a liquor, its origin and flavor may not be so important. Everything is endorsed by such a channel, it can be imagined that it has the ability to squeeze the survival of small and medium-sized wine enterprises.
What Jiang Xiaobai needs at this time is not only the marketing power of the brand, but also a quality supply chain, which cannot be done without good products. If there is a real wine without the day, its bottle of wine may be made by Jiangji winery, or the raw materials may be sorghum planted by Jiangji farm.
In the environment of a sustained decline in liquor production in 2017 and 2018, Jiang Xiaobai's volume exceeded 2 billion in 2018 and took out another 1 billion to continue to do the whole industry chain in 2019. Some have questioned whether the money is enough? But from Jiang Xiaobai's current volume, the entire industrial chain is not large, can only be regarded as sparrows although small five organs.
Whether it is heavy assets or slow companies, jiangxiaobai must dig the moat deep enough in advance to have enough courage to face a variety of crises similar to \"trademark failure \".
Channel network is another brand, culture and the whole industry chain is the base of Jiang Xiaobai, trademark failure has no direct impact on these, directly affected by the channel of Jiang Xiaobai. Therefore, judging an enterprise's ability to \"resist risks \", in addition to requiring brand, industrial chain perfection, channels are equally important.
After the invalidation of the trademark, a distillery launched its own \"Jiang Xiaobai\" liquor, the price is much lower. Some dealers of Jiang Xiaobai company also received the invitation letter of this new product launch. If Jiang Xiaobai's dealers are defecting, the current outcome may be \"Jianghu no longer Jiangxiaobai \". But Jiang Xiaobai's channel did not overturn. Dealers did not accept shanzhai products, nor did they lose faith in jiang xiaobai.
\"Brands and channels are an ecology based on the two principles of equality and profit-making,\" he said at a new distribution conference in 2019. To put it bluntly, the coexistence principle of Jiang Xiaobai and channel is: brand and channel grow together, but money should let channel earn first, only dealer live, Jiang Xiaobai can live.
Early 2019 happened to be the start of Jiang Xiaobai's \"lover's tears\" period, with young people across the country scrambling to upload copycat videos on social platforms. \"Lover's tears\" spread quickly implied the convenience of the channel - can buy Sprite place, can buy Jiang Xiaobai.
At the channel level, Jiang Xiaobai acts as a consulting company and business school, opens management tools to dealers, conducts organizational training and inventory; and organizes users to winery and farm regularly through dealers to give advice to Jiang Xiaobai's production and operation, and makes brand creation conferences.
When the channel grows into a large system, it can be combined with that supply chain. Any new product produced in the supply chain of jiangxiaobai can be circulated and grown in this channel system, and closely combined with the channel, users into an ecology, it is difficult to have other people squeeze into the space.
IPO? It's just a rumor! January 9 suddenly burst jiang xiaobai will be listed on the rumors. After that, Jiang Xiaobai replied: in the company's long-term vision, hope that the company can grow into a public company, in the near future,2020 is sure not to be our listing time point choice. A company with strategic and IDG capital behind it is only a matter of time before it goes public.
The supporting element of Jiang Xiaobai's valuation space is the key point of our concern. Brand power, supply chain, channel system, the operation efficiency of these three plates is Jiang Xiaobai naked for 400 days, but also determine the growth space and valuation space of Jiang Xiaobai.
Under any circumstances, to do a good job of brand culture, the whole industry chain, channel system, can maximize the ability of enterprises to resist risks. Jiang Xiaobai is only 8 years old, the volume is not big, the trademark lawsuit has ruled it out, but its growth still needs time.
All the big enterprises will go through the ordeal, the ordeal to give Jiang Xiaobai rational examination of their own opportunities. If Jiang Xiaobai's vision is to be a Chinese brand and even a global brand, this is only 400 days into a yearly gift is not counted.