Company Website

https://www.ijovo.com/product?id=1600747898652389385&cId=1600747898652389389

Company Introduction

Chongqing Jiangxiaobai Liquor Industry Co., Ltd. is a comprehensive liquor industry company. It has a leading brand in both the traditional liquor industry and the new liquor industry. Rooted in the golden triangle of Chinese Baijiu, it has expanded to the upstream and downstream of the industry, created a natural brewing ecology of "farm+winery", and created a whole industrial chain of liquor industry. For many years, the company has been based on "fragrant natural wine", inheriting millennium old brewing techniques, and promoting the palatability, fashionability, and internationalization of Chinese wine.

Product concept, highlights and added value

Raw Material Innovation: The Essence of Tradition and Integration
「XINHUN SHAOJIU」 not only inherits the essence of ancient Chinese shochu culture in the selection of raw materials but also integrates modern brewing technology innovations. We carefully select rice and sorghum as the base, blending the fruity aroma of grapes with the oriental charm of jasmine flowers to create a new category of “grain and fruit shochu.”
20% Alcohol by Volume: Harmony of Ancient and Modern
Ancient Chinese shochu, before the development of advanced distillation techniques, was generally around 20% alcohol by volume. 「XINHUN SHAOJIU」 with its 20% alcohol by volume pays tribute to traditional Chinese shochu and aligns with contemporary consumers’ preference for lower-alcohol beverages, following the trend of reduced alcohol consumption.
Innovation in Brewing Methods: Fusion of Ancient Chinese and Global Brewing Techniques
「XINHUN SHAOJIU」 innovates by integrating modern global brewing techniques while preserving the distillation technology of ancient Chinese shochu. We insist on brewing with real flowers, fruits, and grains, using a method of tiered fermentation and distillation to precisely blend rice shochu, grape shochu, sorghum shochu, and sugarized jasmine flower wine, creating a rich floral and fruity aroma with a naturally sweet taste.
Target Audience: A Shochu for Young Chinese
「XINHUN SHAOJIU」 caters to the thriving market trend of contemporary young people’s nightlife economy, aiming to be the preferred beverage in late-night dining scenarios, and is dedicated to brewing a shochu that belongs to young Chinese from various aspects.
Returning to Consumer Emotions:
「XINHUN SHAOJIU」 accurately targets the “late-night barbecue” scene, offering the concept of “releasing, controlling the refreshing feeling,” allowing consumers to indulge more during late-night meals, release stress, and be themselves, making gatherings with friends more enjoyable.
Packaging Innovation: Diverse Sizes to Meet Different Needs
「XINHUN SHAOJIU」 comes in 50ml, 375ml, and 1000ml sizes to satisfy various consumption scenarios. The 50ml mini bottles, in particular, not only meet the needs of young people for tasting and DIY cocktails but also encourage consumers to actively create and share content on social media.

Product Images

Please briefly describe how your product communicates with consumers

Brand Icon Nezha: Cultural Resonance and Emotional Connection
In today’s era of increasing economic pressure, contemporary young people are in urgent need of an outlet to express themselves and combat reality.
Nezha, a dual spiritual totem of Chinese traditional mythology and rebellious spirit. Through the image of Nezha, we convey the brand’s youthful, brave, and rebellious spirit, expressing a life attitude that dares to be rebellious.
Niche Market Entry: The Social Aspect of Barbecue Scenarios
“XINHUN SHAOJIU” accurately targets the “late-night barbecue scenario” with a strong social attribute, with the brand philosophy of “born for big meat feasts,” igniting young people’s passion for life, making XINHUN SHAOJIU the preferred drink for late-night gatherings.
Omnichannel Marketing: Providing shaojiu Drinking Solutions on Multiple Platforms
Online Platform Seeding: Social media creates content for late-night scenarios, conveying the brand recognition of “born for big meat feasts, perfect for gatherings with friends, and essential for late-night snacks.”
Localization Activities: Deeply exploring consumers’ offline consumption habits, late-night snacks/ barbecues/ grilled meat as high-frequency consumption scenarios for young people, “XINHUN SHAOJIU” chooses catering channel marketing to achieve direct taste introduction in the first consumption scenario. Not satisfied with a unified, templated localization promotion, we implement targeted localization communication plans for high-potential users in different regions (such as Guangdong shaojiu, Shandong shaojiu) to achieve consumer differentiation in brand communication and product experience.
User-Centric, Co-Building a New Scenario for Late-Night Catering
In the view of “XINHUN SHAOJIU,” users are not only consumers but also our B-end business partners. We focus on the needs of C-end users, empower B-end users’ fields, and achieve mutual benefits for all parties. Therefore, we are committed to creating a core consumption scenario—the late-night barbecue and alcohol venue, which is the first target scenario for “XINHUN SHAOJIU.” It brings a lot of online exposure to the stores and attracts accurate customer flow; at the same time, it provides a window to increase store sales and enhance user stickiness.

Product Images

Ingredients List Photograph

Launch Date

2024-5

Target Consumer

Young office workers aged 25-35, reaching out to Gen Z, release their true selves through late-night eating and drinking. They compromise with heavy life during the day, but at night, they unleash their new souls.

Weight/Volume per Pack

375ml

Price per Item

34元

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Chinese Mainland, South Korea

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 韩国经销商

Market Performance

Since its launch in July 2024, “XINHUN SHAOJIU” has achieved remarkable success in the sales domain. Online, we started from scratch and rapidly grew in the content e-commerce sector, quickly surpassing a million in sales, effectively validating the product’s appeal to the target market audience.
Offline, through efficient communication with major channels, we quickly penetrated the top national retail and convenience store systems, including 7-Eleven, Yonghui, and KKV, among other leading systems. We have also been actively rolling out our products in offline catering channels.
On the international stage, “XINHUN SHAOJIU” has also won great recognition. In July 2024, at the beginning of its launch, XINHUN SHAOJIU made a splash at the Seoul International Wine and Spirits Exhibition, gaining widespread recognition from consumers at the event. The international market’s recognition has not only enhanced our brand image but also laid a solid foundation for our official entry into the South Korean market in 2025. XINHUN SHAOJIU is set to officially enter the South Korean consumer market and begin sales by the end of 2024.