走过五年黑暗隧道后，江小白靠一瓶酒杀了回来

Core Insights - Jiangxiaobai, a brand that once achieved annual sales exceeding 2 billion and was present in over a million retail outlets, has made a surprising comeback with its new product "Guolifang" fruit liquor, appealing to younger consumers [1][3] - The brand's journey reflects a deep experiment in productism, user sovereignty, and business resilience, transitioning from a peak period to a challenging phase and ultimately to a revival [1][4] Group 1: Historical Context - Jiangxiaobai's golden era lasted eight years, during which it covered over a million retail terminals and achieved annual revenue surpassing 2 billion, becoming a model for grassroots brand success [3] - In 2019, the liquor industry experienced a structural upturn with the rise of strong-flavored liquors, leading to a shift in consumer preferences towards high-end, collectible spirits, which left Jiangxiaobai's lighter, low-alcohol offerings out of sync with market trends [3][4] Group 2: Strategic Decisions - Faced with declining popularity and negative perceptions, Jiangxiaobai made a pivotal decision to abandon its reliance on external marketing and focus on product quality [4][5] - The company rejected calls to pivot towards stronger liquors, instead embracing its identity centered on lightness and casual consumption, which led to a comprehensive product re-engineering process [4][5] Group 3: Product Development - Insights gathered from young consumers revealed that they prioritize fun, social interaction, and personal enjoyment over traditional drinking norms, which informed the development of "Guolifang" [5][9] - "Guolifang" incorporates over 30% fruit juice and is designed to be enjoyed in various social settings, with a carefully controlled alcohol content between 15° and 23°, making it versatile for different consumer preferences [7][9] Group 4: Marketing and Growth - The brand's resurgence has been characterized by minimal advertising and no celebrity endorsements, focusing instead on product upgrades, user engagement, and deepening distribution channels [9] - Jiangxiaobai's shift from a brand-centric to a user-centric approach has allowed it to develop new products that meet evolving consumer demands, exemplified by the introduction of new flavors and categories [9]