Can Moutai ice cream, can it really move back?

Although \"cross -border\" has become a positive choice for many strong brands to reach more consumer groups today, Moutai is so high -profile into the ice cream track of young people's high -frequency consumption. It is impossible. On May 29th, three Moutai ice cream produced by Moutai and Mengniu was first listed in Guiyang, and the \"I Moutai\" APP was also launched on the same day. The price of this \"children's ban\" ice cream is set at 50 or 60 yuan per branch. Just when many people are still discussing such a high price, when they are eaten? The \"I Moutai\" APP was sold out in 51 minutes. Guiyang Moutai Ice Cream flagship store also sold only 7 hours on the day of business, and sales exceeded 200,000. On May 29th alone, three flavors of ice cream contributed more than 2.7 million yuan for Maotai.

In fact, on the \"Ice\" and \"Wine\" track, it is not Moutai alone. In 2019, there was a wave of waves: Jiang Xiaobai and Mengniu jointly launched the \"casual\" wine -flavored ice cream forest. I have launched 6 types of wine incense ice cream products. In November 2019, the first Moutai ice cream flagship store in the country also appeared in Tianjin. But why are the people who enter the game so attractive? The reason is nothing more than two points: First, the luxury positioning of Moutai's wine industry is different from the market consumption capacity faced by ice cream. red.

It is true that the industry anxiety of \"liquor is losing the young people\" is not groundless. In the \"2021 Baijiu Industry Digital Marketing Inspecture of the White Paper\" shows that white wine consumption in the post -95 main consumer group accounts for only 20%. The \"light drinking\" and the consumption concept of only a thousand prices, as well as the current situation of Chinese liquor output from 2016 to 2121, and 5 years of output, Moutai has this move, it is not difficult to understand.

Is it stopped \"spending money\" or starting \"making money\"? For enterprises, there is no unchanged logic of success. A new traffic economy can be born on other tracks to better activate the capital market's confidence in the valuation of Moutai's \"price increase\". Therefore, the younger generation shows the establishment of an emotional link with the growth of the middle class in growth. I have to say that in the business operation of the brand, the brand benefits brought by Moutai this time are active and effective.

In fact, in recent years, many mainstream consumer brands around the world are trying to grow cross -border growth. From packaging design to category models, its original intention is to create more memory points and reach more young mainstream consumer groups. The ice cream track is a general -year, best -selling and high -gross industry, and the Chinese ice cream market is in the stage of price and quality. The trend of younger and high -end is increasingly obvious. According to statistics, my country's ice cream market size has exceeded 160 billion yuan in 2021, ranking first in the world. Therefore, the seemingly \"unreliable\" choice is by no means the rise of MoutaiInstead of thinking about it.

But cross -border binding usually points directly to \"hunting\" consumption, even if it swarms, it may not be able to go long -term. As a high -frequency consumer product, it can afford the high brand premium of Moutai, which has become a luxury in the wine industry? Is it a gorgeous farce for young people, or can it achieve the predetermined goal of cultivating potential liquor customers? Moutai Ice Cream Store is about to be rolled across the country. Digging the social attributes of high -end ice cream consumption, planting grass, and tide. This kind of marketing effect of its own BGM is definitely a 1+1\u003e 2 intention for Moutai. Essence Therefore, Moutai's cross -border is by no means \"take a step and look at it\", but the first step in the adhesion of the brand's brand stickiness of young consumer groups. As for how to be more scale? Can it achieve the second growth curve of Moutai? Are other fast -moving tracks more creative? These are worth seeing.

However, we all understand that behind the \"Moutai+\", the drunkard is still \"wine\". However, as a traditional brand facing the flexible response of the market, he is brave to accept new things and create the innovation of consumer inclusive dividends. It is undoubtedly that Moutai is remarkable. However, when the brand is reached, it is unknown whether the brand can truly impress young consumers and find and expand the original point of the new product.

After all, the long -term effect still has to be handed over to time and market inspection. The high -end price cannot represent high -end quality. When online topics and consumer hunting heat fades, it can truly provide high -level product supply that meets market demand. Is the most important thing. This is not only the top priority of Moutai's sustainable development and ensuring the improvement of brand value. It is also a brand of other cross -border development. It needs to be younger, personalized, high -end, and sustainable development.

(Author: Haihe Media Center Lu Yang)

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