Ice cream, leverage Moutai's next business

Source | Bohufn

Author | Lingling

Two consecutive days in 10 consecutive days The young heart of Moutai Ice Cream Lingmen Store, Guizhou Maotai.

In fact, from I Moutai to mini Moutai, Moutai Bing Cream, Moutai IP \"Xiaomao\", Moutai tried to abandon the stereotyped image and move towards youth.

Moutai Ice Cream, opened 2 stores in 10 days

On May 29, Maotai opened another ice cream flagship store in Guiyang City, and launched 3 involves 3 Packing ice cream.

Among the three Moutai ice cream, the two models are priced at 66 yuan per cup, and the other is 59 yuan. It is understood that these three Moutai ice creams are sold on the \"I Moutai\" APP, and each order (less than 12 cups) delivery fee is 35 yuan.

(\"I Moutai\" APP screenshot)

Even so, it can't stop the enthusiasm of consumers. Moutai Ice Cream was sold out in 51 minutes in \"I Moutai\", with a sales volume of more than 40,000 and sales of more than 2.5 million.

Prior to this, on May 19, on the day of \"i Maotai\", the first Moutai Ice Cream flagship store was officially opened. The store mainly sells two flavors of ice cream, original Moutai and vanilla Moutai, with a unit price of 39 yuan per cup.

Moutai WeChat public account introduced that the products cooperated with ice cream with Mengniu combined pure beef milk ice cream with sauce lemongrine Moutai wine, which has a faint Moutai wine flavor.

Obviously, Moutai's entry of ice cream has also set off a huge enthusiasm of the outside world. According to the official disclosure of Moutai, Guiyang Moutai Ice Cream flagship store was launched for 7 hours, sales exceeded 200,000, sales orders exceeded 900 orders, prefabricated Moutai ice cream sales were sold more than 4,500, and more than 800 Moutai ice cream was sold. More than 5,000, on average, receiving 2 people per minute, almost reaching a full load state.

The consumer's ended response, Moutai was also aggressive. Judging from the related measures and vocals of Moutai Bing Cream, this is obviously not a simple joint event, but more like a business development of Maotai.

Moutai officially claims that after May 29, consumers can order in \"i Moutai\", and then the cold chain distribution can be opened. Consumers in other cities have the opportunity to taste Moutai ice cream.

In the future, Moutai dealers can open franchise stores. It is understood that in addition to Guiyang, Moutai ice cream will also appear in the seven cities of Nanjing, Hangzhou, Changsha, Guangzhou, Shenzhen, Wuhan, and Xi'an.

For Moutai, cross -border ice cream is a path that Moutai is approaching young consumer groups. Moutai said that Moutai ice cream is to the publicConsumers show the other side of Moutai's innovation, vitality, and fashion, attract more young people to pay attention to, cognition, fall in love with Moutai, cultivate and tap the potential customer base of Moutai wine, and strive to cultivate the taste and memory of Moutai flavor.

Most young people have the idea of \u200b\u200b\"can't afford Moutai, at least afford Moutai Bing Cream\", and the threshold for contacting Moutai products is also greatly reduced.

（图源：网络）

茅台盯上年轻人

事实上， Moutai is not a secret in the matter of young people.

This is not the first time Maotai enters the ice cream. As early as 2019, Moutai ice cream opened the first store in Tianjin, priced at 38 yuan/cup, provided limited time and limited edition, and marketing gimmicks were full. Today, after three years, Moutai is involved in ice cream again.

Moutai officially mentioned that \"Moutai has been making new products that are adapted to young and fashionable consumer needs. When we fused Moutai and ice cream, we found very different changes. So with basic judgments, Moutai and ice cream are adapted. \"

In Moutai's exploration, except ice cream, low alcohol, rap and even\" i Mai \"are a big big near the young people. \"arms\".

In 2019, Maotai launched UMEET blueberry crafts and entered a low -end wine track, hoping to attract young consumers. In February 2021, Maotai released the rap song \"OH IT \u0026#39; S Moutai\", which was nicknamed \"upper divine song\" by netizens. Exploration of this shows the meaning of \"pleading young people\".

At the end of March this year, Moutai launched the \"I Moutai\" to enter the trial operation stage. In essence, this digital marketing platform is also a manifestation of Moutai breaking the brand aging and seeking innovation.

So why is Moutai anxious to be younger? Why do young people who do not like to drink liquor have become the customer group that Moutai is anxious to develop?

The growth of the growth on Moutai's high -end wine, or the main reason for finding new capacity in Moutai. According to Moutai last year, Moutai's high -end products (Moutai) accounted for 87.07%, and the overall continued room for improvement was limited.

At the same time, according to the results of Caixin Securities, the sales of flying Moutai in Moutai accounted for 80%-90%, and the sales volume of non-standard products in 2019 was about 6,000 tons, accounting for 17.4 sales of Moutai wine sales of 17.4 %. In other words, the proportion of sales of non -standard Moutai (other high -end Moutai wines except Feitian) is still not high.

approaching young people, expanding the brand's potential group, becoming a major idea of \u200b\u200bMoutai. Moutai Ice Cream has become an excellent entry point for Moutai.

According to the data of the Foresight Industry Research Institute, the Chinese ice cream industry market is expected to exceed 160 billion yuan in 2021, and the estimated data of the China Business Industry Research Institute is 164.3 billionIn recent years, the ice cream market, which has continued to rise in the industry in recent years, has remained stable in the world's first.

On one side is the ice cream market that is poured in by young people, and on the other hand is the liquor market that young people are incompatible. According to the consulting agency Roland Berg data, among the alcohol consumption of consumers under 30 years of age, liquor only accounts for 8 %, which is far lower than beer, wine, and pre -tuned wine.

It is almost recognized fact that young people do not like to drink white wine. However, as the chairman of Moutai's former chairman Ji Keliang mentioned, young people do not drink Moutai, that's not yet, and she is still playing in her 20s. Children are not sensible and do not know that they need good wine and drink.

Therefore, in the past, wine companies, including Maotai, still pursued young people. Data show that since 2018, traditional liquor companies have launched at least 200 small wines for young people.

Low -degree wine also tried, RAP also sang, and I want to come to ice cream is a better entry point. Even if you can't let young people really fall in love with Moutai, cultivate the ice cream business, or to cultivate potential customers for wine and low -degree wine to cultivate potential customers in the future.

(Figure Source: Network)

Moutai Bing Cream,

will open the young people's young people The market?

So, can Moutai Ice Cream get the hearts of young people as expected?

From the price of Moutai, it is as high as 66 yuan and the delivery fee is equally high. Earlier, Zhong Xuegao launched a 66 yuan ice cream, and the \"sky -high ice cream\" even served as a hot search, accused of harvesting IQ tax.

Today, Moutai Ice Cream also encountered this tuning. In consumer's view, \"this ice cream is so expensive and can not afford a series.\"

Some people think, \"For the young people's market This pricing is actually a bit high, you can try it, but it is estimated that you will not buy it for a long time. \"Some people say that the price is indeed a bit high, unless it can make a high -quality brand like Haagen -Dazs, otherwise Everyone's enthusiasm will soon fade.

Moutai Yilai was close to the distance from young people. Whether you can achieve a better link with young people and truly penetrate into young consumer groups, you need to get a question mark.

However, Moutai's brand endorsement, circulation value, and national reputation may be its largest bargaining chip. The popularity after the launch of \"I Moutai\" also verified this.

\"I Moutai\" has always maintained a considerable heat. On Weibo, the topic of#I Moutai#has been read 34.71 million. It is understood that 49 days after the trial operation, as of May 18, the total of more than 130 million people and 340 million people on the Moutai participated in the purchase of Moutai, with a total of more than 1.17 million bottles of products and a total of 560.7 tons.

Completed, the successful subscription ratio of consumers is only 0.34%, and the winning rate is extremely low. However, this cannot stop people's enthusiasm for buying Moutai, and there are still many praise comments such as \"unable to grab\" and \"every day\".

It can be seen that under the support of the high national cognition, the younger layout of Maotai still has a certain imagination. In the future, the high -frequency business and low -frequency transactions of Moutai Bing Cream and liquor will greatly promote the youth of Moutai if it can be opened and better interacting.

There are also white wine experts that \"Moutai ice cream is mainly based on the children of Maotai dealers nationwide. It can be seen from this that Moutai's Moutai ice cream is not just a marketing activity. Instead, as a career, it is prompted to become the component of Moutai's sustainable development. \"

Moutai Ice Cream is behind the young people and hidden some new possibilities of Moutai. The road of reform of liquor giants is worth looking forward to.

Reference Source:

1. Lian Shang.com: Moutai sells ice cream to open 2 shops, \"bowed head\" to young people

2. Time Weekly: Moutai ice cream one hour one hour 40,000, young people: afraid of eating drunk driving

3. Interface news: Moutai launched ice cream, will it be drunk if you eat it?

4. There is a cow Finance: The high -profile selling ice cream has a national layout. Moutai finally stares at the wallet of young people?

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