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Aiming to Connect to Generation Z in Hong Kong with New Image of Chinese Baijiu
20th June, Jiangxiaobai debuted in the 2nd MarketingPulse Forum. Jiangxiaobai International Business Department Director Zoe Fu shared the successful experience of how Jiangxiaobai turned baijiu into a hip among generation Z.
MarketingPulse, organized by the Hong Kong Trade Development Council, attracted more than 50 chief marketing officers of brands, top creators in advertising, and digital marketing experts from 9 countries and regions as well as more than 1,400 professional visitors participated this year.
Integrate Into Young Consumers and Build Emotional Connections.
China's generation Z is active in social platforms, pursues a unique and trendy personal fashion taste, and is a group with huge consumption power. In recent years, Jiangxiaobai has broken the stereotype of traditional Chinese Baijiu and won the love of young Chinese consumers with its dashing brand image, diversified consumption scenarios and refreshing taste.
Jiangxiaobai has quickly resonated with consumers with creative content that refreshed the younger generation's understanding of Chinese liquor. Since then, Jiangxiaobai has further narrowed the distance with specific consumers by holding a series of brand activities such as JOY IN BOTLLE international graffiti competition, YOLO Youth Culture Festival (hiphop), and Just Battle (street dance), and successfully established a brand image that is different from the traditional Chinese baijiu.
The marketing strategy of focusing on emotional connections has helped Jiangxiaobai to become the most popular brand in the mainland in the past few years. Its success has attracted extensive attention and research in the industry. As introduced by Zoe Fu, Jiangxiaobai will fully enter the Hong Kong market and regard Hong Kong as a frontier of its global market. Hong Kong's multicultural background and young generation's open mind have given him confidence. At the same time, he admitted that the marketing method in the mainland is not necessarily applicable to the Hong Kong market, and there is no lesson drawn from others. He regarded how to localize Jiangxiaobai and root it into the daily life consumption scenarios of young people in Hong Kong as a strategic point.
"Taste Strategy" Created a New Way to Appreciate Chinese Baijiu.
It is not new to use the concept of "mixed drink" to improve the diversity of Chinese baijiu. However, Jiangxiaobai officially adopted it as a strategy to enter the international market, not only showing the richness of brand connotation, but also broadening the way for the whole Chinese baijiu industry to go international.
Jiangxiaobai has started to promote its "Taste Strategy", JIANG MIX, in Europe and Southeast Asia, including cocktails and convenient mixed drinks with Jiangxiaobai as the base. Zoe Fu said in an interview "Jiangxiaobai hopes to break the prejudice of overseas consumers on traditional Chinese baijiu from both taste and image. Our products are not only aimed for the with traditional consumption scenarios, but also will bring a new trend in Hong Kong bars and other consumption scenarios of young generation’s life."
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