In the context of consumption upgrades, consumers have gone from having no choice to too many choices now, and the consumer market has changed from seller-oriented to buyer-oriented. At the same time, consumer demand has also changed: when consumers buy products, they no longer only consider the value and the practicability of the product itself, but also consider the added value of the product, such as appearance and emotion. Attract consumers with good content, thereby influencing consumption decisions and increasing transaction rates.
This reminds me of a Chinese liquor brand: Jiang Xiaobai. It relies on content marketing to survive in the fiercely competitive liquor industry and uses a sensational language style to write a series of copywriting, which arouses consumer resonance. Many consumers said that what they drink is not liquor, but stories. More and more people are willing to drink “Jiang Xiaobai” to express themselves.
I am Jiang Xiaobai and life is very simple.
This sentence of copywriting hit the entire Chinese Internet in 2016 and has since opened up the entire brand marketing and content marketing phenomenon of “Jiang Xiaobai”. This sentence hits the loneliness of countless young people who are struggling in the city. They have been busy for so many years, and hope life can be simpler. The copywriting has become reasons for consumers to buy Jiang Xiaobai.
Jiang Xiaobai successfully found the target audience, used the content that attracted them successfully and made consumers pay for it. It has changed the entire consumption scene of the liquor industry by digging into the consumption needs of the younger generation. From the traditional culture and communication culture to a simple moment for friends gathering and drinking. Opened up a unique path in the entire liquor industry with “youth liquor”.
