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案例分析 | 江小白是如何做品牌营销的？

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案例分析 | 江小白是如何做品牌营销的？

2018年12月28日 pm4:33 • 品牌营销, 起步营销 • 阅读 2669045

江小白成功的营销案例相信之前很多人都了解过了，本文作者将对江小白的产品发展历程进行一次回顾，看看其中还有哪些值得我们学习的“营销实例”。

说起江小白三个字，很多人也许都听说过，大家对他的印象是“营销很成功”、“很有创意”。今天，笔者通过分析江小白白酒的案例，跟大家一起学习和理解下多数互联网产品或传统产品可以学习的发展趋势。

首先在说江小白之前，先理解下，产品是什么？

一个标准的定义，产品是解决某些用户某个问题的东西。

产品经理就是需要发现问题，找到用户，发明或推动这个东西的产生和壮大。在以前物质和产品匮乏的年代，想要找到这个东西不难，并且只要生产出来就有人买单，但是在现在互联网产品如此丰饶的今天，任何痛点都有多款产品来解决，要生产出来这个东西，并且让用户买单，还需要更多的洞察力和创新性。

江小白这个品牌从12年推出市场以来，就一直受到很多关注，一路上也走得很顺畅。笔者对这个品牌关注了需求，江小白的成功轨迹是符合大部分成功产品和企业的发展轨迹的，那么，什么是一条比较标准的适合大部分产品的发展轨迹呢？

笔者就江小白这个案例分析分享一下自己的思考和总结。

产品发展第一阶段：打磨产品品质，迭代产品核心

产品发展的第一阶段，就是找到那个能解决问题的东西，打磨这个东西的质量。例如江小白白酒，他的核心就是瓶子里的酒，以后任何的发展都是基于酒还不错，酒好喝等发展和成长的。

类比其他产品：微信的聊天功能不能崩、淘宝的交易流程不能断，只有核心牢靠用户才会持续买单。

江小白2012年成立，当时江小白的老陶看到一个商机，那就是传统的白酒太烈太呛口，现在的年轻人不是很喜欢喝，所以老陶就想做一款口味较清爽的年轻人会喜爱的白酒。

江小白选用重庆红高粱作为原料酿酒，红高粱酒香气悠久、口味醇厚、入口甘美（我瞎猜的，毕竟我不喝白酒，反正网上说红高粱酒在白酒中比较甘甜，我猜因为这个特质比较适合老陶的理念——口味清爽），很适合做产品“研发”。

在反复的研发过后，酒的质量打磨到可以上市，足以推动产品成长的核心就基本具备了。如果酒不好喝，江小白也不会发展到这么大，大家新鲜感过了以后就不会再被刺激了。之前有调研过二十到六十岁的客户，得到的答复都是，酒还是很不错的。

这里就涉及到PMF（和市场匹配的产品）和MVP（对用户有价值的最小可用产品）的概念，在产品上线之前，先充分了解市场，寻找到切入点，小步迭代，打磨精品。

但是这个质量什么的，在传统行业有专家有经验，还很好判断，但是在互联网行业这种相对“无形”的产品中，怎么判断用户是否会买单？

笔者认为，现在互联网产品已经非常丰饶，如果是为了解决某个问题，随便都能找到好多个APP去实现。

这种情况下，原来的APP可以寻求某个点子上的创新，做差异化，如果是新企业想入围，也可以去做差异化，寻找差异点。

例如：市面上有很多面向企业的埋点数据分析系统，而GrowingIO能从里面脱颖而出，就是抓住了一大痛点以及差异化——无埋点用户行为分析系统，可以为用户带来更多的便利，也在市场上得到了更多的优势。

产品发展第二阶段：优化产品包装，寻找应用场景

酒好了，怎么告诉年轻人们，这款酒是为你们打造的呢？一个产品核心稳固，只是成功了一半，而如何快速触达用户，包装就是另一半。往常的红高粱酒的包装是这样的：

万变不离其宗，不管包装怎样变化，都是很喜庆的，很平常的，如果江小白之前的白酒包装也是这样的款式，或是仅仅在上面优化，我代表年轻人说一句——毫无吸引力。

江小白在包装上大胆创新，包装不仅仅是一个设计，更是一个理念，一个如何快速俘获目标用户的手段。

任何一款产品发展起来，包装都是在不断优化的，因为随着应用场景的增多和迭代，包装也必然会变化。而江小白就很会在包装上抓取应用场景这个概念。

我们可以看到，江小白的任何一种包装，他都已经帮用户想好了应用场景的：

1.0版本，语录版，快速吸引目标用户。完全摆脱了以往白酒的包装套路，小小的瓶身，精致时尚的青春卡通形象，经典的语录，一下子将年轻人吸引到。

2.0版本表达瓶，增强消费者参与感，使消费者变成了生产者，数千万消费者相聚、失恋等场景下都能有不同的情绪可以发泄。

有了前面基础的铺垫以后，江小白已经自带流量，这个时候他们继续在包装上做优化，每一种包装都遵循一个原则：一种包装配一句slogan，帮助用户点名应用场景。

什么单身酒、团建酒、挚友酒、获奖酒。年轻人没有喝白酒的习惯，不知道什么时候喝白酒？江小白早就为您想好了，什么时候都有什么酒配！

映射到互联网产品上，包装就好比是我们的APP界面以及子功能（子场景）。作为一个PM，除了接收用户提出来的需求，还要挖掘更多需求。

例如Keep这个健身软件，keep刚上线的时候仅仅是为了解决很多人请不起私教/没有系统健身指导的特点，后来随着产品发展，keep发展了很多其他的应用场景，从家里到户外，从徒手到健身器械，从力量训练到更多的健美操、瑜伽，连瑜伽都从单纯的瑜伽到备孕瑜伽、产后修复瑜伽，还有健康档案管理，运动商城……

产品挖掘出越多的对用户有用的应用场景，用户粘性就越强。这个应用场景，应该从最初的小而美来的，先解决一个场景，观察市场反馈，再去挖掘更多。

产品发展第三阶段：强化用户认知，巩固品牌地位

包装花样玩熟悉了，基本的品牌认知目标已经达成，然后怎么获得更多用户的认可和认知呢。这里就到了第三阶段，强化用户认知，也就是从卖产品变成了卖品牌、卖服务，让大家都认识到并不断加速认可，这个是年轻人的就，是青春的酒！

强化品牌，即产品服务化、多做场景营销。我们来看一些江小白很典型的场景营销的案例：

约酒大会场景营销

像奶茶店 一样的小酒馆

江小白YOLO青年文明音乐节

从实体到服务/品牌这个概念我想大家都不陌生，现实生活中也有很多案例，笔者在这里就不多说。只要产品有自己的核心价值，加上创意以及营销手段，发展是必然~

很多企业和产品发展到后期必然会走向这一步，产品有核心的slogan，产品有核心的卖点，这些都是需要在产品设计之前就想清楚。

产品发展第四阶段：从卖产品到卖能力，打造生态平台

现在市面上流传着这样一个说法：做C端不如做B端赚钱，国内的B端红利才刚刚开始。

这句话亦真亦假，适合什么产品还不得而知。但是现在很多发展成熟的产品，确实是在慢慢的向B端靠近，试图分一杯羹。

比如阿里巴巴的平台、微信企业版等产品都在蓄势待发。

而像白酒这样的传统行业，面向B端的话除了批发，还有一个个性化的需求就是定制。

江小白的第二代包装版本表达瓶也有定制化的能力，但是那个定制很小，只是一句话，主要面向个体，为的是品牌传播以及用户参与。随着发展的迅速壮大，江小白面向小众客户（一般是企业用户）开放了更多的定制化能力。

江小白的白酒不错，品牌也不错，他们会接受一些定制化的需求，满足用户或是企业的私人场景。例如和其他品牌的合作设计独立包装等。

江小白如何打算做平台的话，以后也许会开放更多的定制化场景，例如公司年会的定制酒——不仅仅是包装，还可以定制口味；婚礼白酒定制化；生日白酒定制化等等。

慢慢的可以将能力用来变现，开始做To B的生意。

江小白和其他品牌定制打造的包装

而除了定制，江小白也在打造自己的平台能力，从单产品像生态化发展。

下图为江小白即将建设互联网小镇的新闻，互联网小镇建立以后，江小白就不是孤立的白酒企业了，他可以和其他白酒合作形成战略合作，可以以酒为龙头，在上游带动高粱种植与产业配套，在下游带动农业旅游、文化旅游，打造全产业链条。他有自己的平台能力可以提供，能做的事情很多很多。

而这也是到了产品发展的第四阶段：生态化，从卖产品到卖能力。

总结

通过江小白的案例，可以看到很多产品的发展历程和未来趋势，从做产品到做场景到做文化、做产业链，最后笔者从江小白的案例中简单总结一下产品的发展历程：

打造核心产品竞争力，瞄准目标客户；

优化包装，适应和挖掘更多应用场景；

从卖实体到卖服务、卖理念；

从单个产品到卖能力，建立平台。

写完了 ，欢迎留言和交流~

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案例分析 | 江小白是如何做品牌营销的？

# data[].attributes.attachment_link.description
江小白成功的营销案例相信之前很多人都了解过了，本文作者将对江小白的产品发展历程进行一次回顾，看看其中还有哪些值得我们学习的"营销实例"。 说起江小白三个字，很多人也许都听说过，大家对他的印象是"营销很成功"、"很有创意"。今天，笔者通过分析江小白白酒的案例，跟大家一起学习和理解下多数互联网产品或传统产品可以学习的发展趋势。 首先在说江小白之前，先理解下，产品是什么？ ...

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In the design of the bottle, I refer to the perfume bottle, the taste of excellent whisky is as charming as perfume, and the new generation of whisky should not be limited to the traditional bottle, it can have unlimited possibilities. And with the understanding of whiskey, people will gradually choose higher-star whiskey, and the bottle can also record the process of people's understanding of whiskey from the beginning to the depth.

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In the design of the bottle, I refer to the perfume bottle, the taste of excellent whisky is as charming as perfume, and the new generation of whisky should not be limited to the traditional bottle, it can have unlimited possibilities. And with the understanding of whiskey, people will gradually choose higher-star whiskey, and the bottle can also record the process of people's understanding of whiskey from the beginning to the depth.

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On the iteration of the poster I made two different styles, showing three types of whisky.I refer to the book Making poster for this process.

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On the iteration of the poster I made two different styles, showing three types of whisky.I refer to the book Making poster for this process.

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This is an accessory product that comes with whisky, although there is a level of wine, but people do not, beginners can also communicate with other people besides beginners whisky. The information and knowledge communicated can be recorded and stored in this box.

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This is an accessory product that comes with whisky, although there is a level of wine, but people do not, beginners can also communicate with other people besides beginners whisky. The information and knowledge communicated can be recorded and stored in this box.

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I use stars to represent different levels. Different people can choose different stars. For example, those who are new to whisky can choose one-star products, and those who are deeply interested in whisky can try three-star products

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I use stars to represent different levels. Different people can choose different stars. For example, those who are new to whisky can choose one-star products, and those who are deeply interested in whisky can try three-star products

# data[].attributes.headline
The inspiration comes from myself. I am allergic to alcohol, but I want to try whiskey. This product is targeted at different groups of people, namely primary, intermediate and advanced.

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The inspiration comes from myself. I am allergic to alcohol, but I want to try whiskey. This product is targeted at different groups of people, namely primary, intermediate and advanced.

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In the color design, I referred to X-ray, inspired by "idea" to express the deep heart of caregivers.

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In the color design, I referred to X-ray, inspired by "idea" to express the deep heart of caregivers.

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This inspiration also comes from life. Almost every caregiver has a medical box at home, which is a health care item. I think about how the medical box can increase the function of paying attention to people's mental health.

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This inspiration also comes from life. Almost every caregiver has a medical box at home, which is a health care item. I think about how the medical box can increase the function of paying attention to people's mental health.

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When conducting a social survey, I found that the most common answer of caregivers was lack of sleep and not enough time to rest, which is a manifestation of great pressure. Combining with the book "IDEA", I thought whether we could combine some sleep detection technologies into bed, and I found it feasible through research. A treadmill at a gym, for example, can measure a person's heart rate.

# data[].attributes.subject
When conducting a social survey, I found that the most common answer of caregivers was lack of sleep and not enough time to rest, which is a manifestation of great pressure. Combining with the book "IDEA", I thought whether we could combine some sleep detection technologies into bed, and I found it feasible through research. A treadmill at a gym, for example, can measure a person's heart rate.

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The idea for this poster came from "idea" Familiar but Seen AFresh

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The idea for this poster came from "idea" Familiar but Seen AFresh

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The process refers to the chapter "Conceptualizing" in this book

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The process refers to the chapter "Conceptualizing" in this book

# data[].attributes.headline
The inspiration of this poster comes from the book "IDEA", which tells us how to use different patterns and symbols to form passwords. After thinking about it, I found that the shape of two ears is similar to that of "heart". I want to show that I care about both physical health and mental health.

# data[].attributes.subject
The inspiration of this poster comes from the book "IDEA", which tells us how to use different patterns and symbols to form passwords. After thinking about it, I found that the shape of two ears is similar to that of "heart". I want to show that I care about both physical health and mental health.

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心理健康：从耳垢检测体内的精神压力激素 - BBC 英伦网

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你以为耳垢是讨人厌的恶心分泌物吗？研究人员说耳垢可能是探视你精神健康的一扇窗口。

对37名参与者进行的研究发现，可以通过耳垢分泌物来测量皮质醇的增长。

皮质醇又被称为压力荷尔蒙，是大脑应对压力发出的警告讯号，影响人体的几乎所有系统，包括免疫系统、消化系统和睡眠质量。

研究作者赫伦-韦弗斯（Herane-Vives）表示，通过耳垢的分泌来测量皮质醇的增生，能够为诊断抑郁症和焦虑等多种心理疾病提供一个更好的办法。

他还开发出一种不会伤害耳朵鼓膜，又能有效清除耳垢的新型拭子。

赫伦-韦弗斯是伦敦大学学院（University College London）认知神经科学研究所（Institute of Cognitive Neuroscience）的精神病学家。

他表示，对于耳垢和皮质醇之间的关联进行研究，是希望最终能够为精神疾病的诊断找到一个"客观的生物测量方法"。

理论上说，出现精神健康问题症状的人应该要测量其体内皮质醇，这有助于诊断他们的病请。

但是目前关于精神疾病的诊断大多数是主观的，如果能得到客观的生物数据，精神病医师就能更准确地做出诊断。

赫伦-韦弗斯说，好的诊断是"提供正确治疗的唯一办法"，可以用来确定抗抑郁药物对哪些人有帮助。

医生可以从病人的血液里测量皮质醇，但只能得到病人抽血当时血液里的皮质醇概略情况，而且抽血本身就会给病人带来压力，所以有时候检测可能存在误差。

于是赫伦-韦弗斯想到，看能不能从其他含有皮质醇的人体组织来测量体内皮质醇的长期变化，例如头发。

他之前研究过从头发毛囊中测量皮质醇，但那需要3公分长的头发，问题并不是每个人都有3公分长的头发。

赫伦-韦弗斯说，人的耳垢里的皮质醇含量要更为稳定，就好比蜜蜂将糖分储存在蜡状的蜂巢里面，在室温下保存。

人的耳垢也是如此，累积许多人体荷尔蒙和其他物质，比头发样本中含有更多皮质醇。

研究人员表示，如果长期研究下去，这个方法或许也能用来测量其他数据，例如体内葡萄糖水平，甚至用来测量对抗病毒的抗体。

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心理健康：从耳垢检测体内的精神压力激素 - BBC 英伦网

# data[].attributes.attachment_link.description
你以为耳垢是讨人厌的恶心分泌物吗？研究人员说耳垢可能是探视你精神健康的一扇窗口。 对37名参与者进行的研究发现，可以通过耳垢分泌物来测量皮质醇的增长。 皮质醇又被称为压力荷尔蒙，是大脑应对压力发出的警告讯号，影响人体的几乎所有系统，包括免疫系统、消化系统和睡眠质量。 ...

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Campaigns Search • Ads of the World™ | Part of The Clio Network

# data[].attributes.headline
When Making Posters, I referred to The fourth and sixth chapters of Making Posters to think about how to attract the audience and express my ideas clearly. The sixth chapter of the book talked about telling a story, and I used this method. I wanted to make the poster more direct, so I designed a dialogue between two people, one of whom is wearing the mask of "I'm fine", because he always says "I'm fine", we can't see his facial features, is he really "fine"? Probably not.

# data[].attributes.subject
When Making Posters, I referred to The fourth and sixth chapters of Making Posters to think about how to attract the audience and express my ideas clearly. The sixth chapter of the book talked about telling a story, and I used this method. I wanted to make the poster more direct, so I designed a dialogue between two people, one of whom is wearing the mask of "I'm fine", because he always says "I'm fine", we can't see his facial features, is he really "fine"? Probably not.

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In the final design, after discussing with Ray, I found that "F ***" was not an appropriate word, so I changed it to "bad" after thinking about it.

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In the final design, after discussing with Ray, I found that "F ***" was not an appropriate word, so I changed it to "bad" after thinking about it.

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There will also be a video and poster campaign on social media. And there is an unmasking campaign to encourage people to open up and talk to others.

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There will also be a video and poster campaign on social media. And there is an unmasking campaign to encourage people to open up and talk to others.

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The study of 37 participants found that increases in cortisol could be measured by earwax secretions.Cortisol, also known as the stress hormone, is the brain's warning signal in response to stress and affects almost every system in the body, including the immune system, digestive system and sleep quality.Study author Herane-Vives said measuring cortisol production by earwax production could provide a better way to diagnose a range of psychological conditions, including depression and anxiety.

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The study of 37 participants found that increases in cortisol could be measured by earwax secretions.Cortisol, also known as the stress hormone, is the brain's warning signal in response to stress and affects almost every system in the body, including the immune system, digestive system and sleep quality.Study author Herane-Vives said measuring cortisol production by earwax production could provide a better way to diagnose a range of psychological conditions, including depression and anxiety.

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A caregiver is someone who helps and cares for those in need to carry out activities of daily living. These caregivers can be professional and can be a loved one or a trusted relative. However, studies show that when caregivers start caring for others, they tend to waste time or forget to take care of themselves, which often leads to stress and depression. So how can we help caregivers make sure they take the time to look after themselves? Provide professional ear care for caregivers that can measure their cortisol levels through earwax while taking care of their health and letting caregivers know their stress levels. 

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A caregiver is someone who helps and cares for those in need to carry out activities of daily living. These caregivers can be professional and can be a loved one or a trusted relative. However, studies show that when caregivers start caring for others, they tend to waste time or forget to take care of themselves, which often leads to stress and depression. So how can we help caregivers make sure they take the time to look after themselves? Provide professional ear care for caregivers that can measure their cortisol levels through earwax while taking care of their health and letting caregivers know their stress levels. 

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Globally, 41% of caregivers suffer from high levels of stress, which can lead to drowsiness or insomnia and an increased risk of depression and anxiety. However, they often ignore these pressures and neglect to take care of their health. Studies have shown that excessive pressure will lead to drowsiness or insomnia, which can usually be obtained through sleep monitoring. While providing comfortable sleep for caregivers, this bed is embedded with sensors to monitor sleep, so that caregivers can get information about their sleep status when they wake up, so as to judge their stress.

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Globally, 41% of caregivers suffer from high levels of stress, which can lead to drowsiness or insomnia and an increased risk of depression and anxiety. However, they often ignore these pressures and neglect to take care of their health. Studies have shown that excessive pressure will lead to drowsiness or insomnia, which can usually be obtained through sleep monitoring. While providing comfortable sleep for caregivers, this bed is embedded with sensors to monitor sleep, so that caregivers can get information about their sleep status when they wake up, so as to judge their stress.

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