Text | WeChat public account "Food-gnosis" (ID: food-gnosis) Recently, Jiang Xiaobai, who had been silent for a while, suddenly had new updates: Huaxin Asset Management, controlled by the State-owned Assets Supervision and Administration Commission of Chongqing, strategically inv

text | WeChat official account "Fish Wu " (ID: food-gnosis)

Recently, Jiang Xiaobai , which had been silent for a while, suddenly had new updates: Chongqing Jiangjin District State-owned Assets Supervision and Administration Commission Holding Huaxin Assets strategic investment Jiangji Winery 1 billion yuan; Mao Buyi serves as Jiang Xiaobai's first brand spokesperson.

I don’t know whether the successive good news can help Jiang Xiaobai relieve his worries.

According to the professional research of the wine and food innovation self-media "Food-gnosis" (ID: food-gnosis) , it is not so much that the State-owned Assets Supervision and Administration Commission of Jiangjin District in Chongqing is helping Jiang Xiaobai, but rather that they "get what they need".

1 billion, not only solves Jiang Xiaobai's urgent needs

According to the "2020 Young People's Wine Consumption Insight Report" released by the First Financial Business Data Center, Jiang Xiaobai's market share has shrunk significantly, falling from 20% at its peak in 2019 to 0.5% in 2020, and the listing plan has also been temporarily shelved.

It was also from this period that Jiang Xiaobai has frequently reported layoffs.

The reason why Jiang Xiaobai River is declining is a "marketing failure". Consumers gradually develop aesthetic fatigue in Jiang Xiaobai's emotional marketing of "chicken soup copywriting + lyrical scene pictures"; consumers who once paid for their feelings have also grown up, and the consumption preferences of the newly grown Generation Z group have become more diversified, but Jiang Xiaobai has not yet seen or figured it out.

On the other hand, young people are becoming less and less excited about liquor. reports show that liquor accounts for less than 10% of the alcohol consumption of Chinese consumers under the age of 30. According to the "2021 Digital Marketing Insight White Paper on Liquor Industry" released by Tencent Marketing Insight in the first half of this year, young people buy liquor mainly for socializing, investing, and giving gifts, and they drink very little on a daily basis.

Chinese food industry analyst Zhu Danpeng pointed out that "Jiang Xiaobai's success in the past is because his literary creative marketing has attracted a large number of young consumer groups. But the core of consumers' ultimate attention is quality and taste." At the same time, Zhu Danpeng also pointed out that "Jiang Xiaobai's real moat is the 'super winery complex'. This brewing industry has strong category research and development capabilities and can continuously create new products."

In 2012, Jiang Xiaobai was based in Baisha, a thousand-year-old wine town, and gradually built a winery of nearly 1,000 acres "Jiangji Winery". In 2015, Jiang Xiaobai developed a wine and grain production area in the Chongqing, Sichuan and Guizhou area, leveled the land, built farms, planted sorghum , and built a giant farm of more than 10,000 acres. In the Golden Triangle of Chinese Liquor, where mountains and rivers are interspersed with hills, this is the largest ecological farm.

Little do you know that these infrastructure construction of Jiang Xiaobai requires huge capital investment, especially in the past three or four years of marketing alcohol consumption during the epidemic. When Jiang Xiaobai's high growth is no longer, these capital investments will be even more difficult for them.

According to Jiang Xiaobai's official disclosure, the 1 billion financing is all used to improve the quality of the industrial cluster, of which 200 million yuan will be used for the supply chain, 200 million yuan will be used for sorghum R&D and planting, and 600 million yuan will be used to expand the reserves of old wines.

According to the professional research of the wine and food innovation self-media "Food-Inference" (ID: food-gnosis) , we believe that the 1 billion yuan strategic investment of the State-owned Assets Supervision and Administration Commission of Jiangjin District, Chongqing, while alleviating Jiang Xiaobai's urgent needs, it is more important to endorse Jiang Xiaobai's state-owned assets .

If Jiang Xiaobai was growing wildly before, then after the State-owned Assets Supervision and Administration Commission of Jiangjin District, Chongqing will become the "national team" in the future and move towards a more standardized road. This undoubtedly provides more material support for Jiang Xiaobai's next listing work and even the stories he continues to tell.

What is the picture of the State-owned Assets Supervision and Administration Commission of Jiangjin District?

It is particularly worth noting that this time, the state-owned assets in Chongqing Jiangjin District strategically invested in Jiangji Winery, not Jiangxiao Baijiu Industry.

Someone may ask, Jiangji Winery is also from Tao Shiquan . Is there any difference?

As we all know, Jiang Xiaobai Liquor Industry has currently carried out 5 rounds of financing. If Jiang Xiaobai goes public in the future, Jiang Xiaobai Liquor Industry will undoubtedly be the target company.

However, the Chongqing Jiangjin District State-owned Assets Supervision and Administration Commission this time, it was not Jiang Xiaobai Liquor Industry, but its Jiangji Winery.

"Wine brewing by the river, taking the river as the record" is the source of the name "Jiangji Winery".

Jiangji Winery is an important layout for Jiang Xiaobai to realize the localization of raw materials in the entire industrial chain. It is mainly composed of Jiang Xiaobai Sorghum Industrial Park, Brewing Base, Jiang Xiaobai Sorghum Museum and other sectors. It integrates sorghum planting, process research and development, brewing, storage, logistics and sales, and connects the entire sorghum wine industry chain that connects upstream and downstream industries.

As of now, Jiangji Winery has 7 brewing workshops, a total of 6,553 cellars, a maximum annual production capacity of 65,000 tons, and an old wine storage capacity of 86,190 tons.

It can be said that Jiangji Winery has deeper roots in Chongqing than Jiang Xiaobai Liquor Industry and has a greater impact. Jiangji Winery is a winemaking base enterprise with heavy assets of . It has a large number of sorghum planting bases in the local area. Jiangjin District can directly drive industrial development and increase farmers' income by vigorously developing Jiangji Winery.

From the published information, it can be seen that the Jiangjin State-owned Assets Supervision and Administration Commission has made plans for this investment early. Of the 1 billion investment, 200 million yuan will be used to further enhance Jiang Xiaobai's high-quality supply chain, 200 million yuan will be used to expand the research and development and planting of high-quality sorghum in Jiang Xiaobai Farm, and 600 million yuan will be used to expand the reserves of old wine.

Nowadays, Jiangjin District is committed to building the largest -scented liquor demonstration base and "Chongqing Wine City" in the southwest . Jiang Xiaobai is a good tool. Taking Jiangxiao Baijiu Industry as the leader can actively promote the coordinated and integrated development of Chongqing Baijiu Industry, industry, agriculture, culture and tourism, and form a "Chongqing Liquor City" industrial ecosystem centered on Baisha Town in Jiangjin. According to Chongqing's plan, the liquor industry's operating income will be achieved by 10 billion yuan by 2025.

The Golden Triangle Region of my country has been the best planting place for glutinous sorghum since ancient times. A few years ago, Jiang Xiaobai began to lay out a sorghum planting base in Baisha Town, Jiangjin District, Chongqing, and studied sorghum varieties and brewing technology while expanding the scale of planting. During this process, Jiang Xiaobai selected his own sorghum variety "Jinpi Gluo No. 1". The third generation of wine reduced the amount of rosy to the millimeter, and relied solely on the natural taste of fermentation of the golden sorghum itself.

Currently, Jiang Xiaobai has two wineries and more than 10,000 mu of sorghum field in Baisha Town, forming a huge ecological brewing valley, creating its unique advantages in the planting and production links, successfully upgrading the brand from a product brand to a production area brand, becoming a promoter of Baisha Town, an important production area of Xiaoqu Qingxiang, and thus forming Jiang Xiaobai's unique product ecology, forming a dual-driven development between products and users.

In fact, for the State-owned Assets Supervision and Administration Commission of Jiangjin District, Chongqing, joining Jiang Xiaobai as a strategic investor can help the liquor industry by supporting the leading liquor industry, and on the other hand, it also helps Jiang Xiaobai with help at critical moments. If the IPO is successful, Jiangjin District will also add a listed company. This will be a remarkable achievement and a lot of gains for the local government.

This time, the State-owned Assets Supervision and Administration Commission of Jiangjin District did not choose to invest in Jiangxiao Liquor Industry, but instead made a strategic investment in Jiangji Winery. The impression given everyone is that they are not investing in financially for Jiangxiao’s listing, but based on industrial investment that empowers the development of the local liquor industry.