Moutai and Yanghe cross -border selling ice cream, liquor giants to please young people

【Source: Nine Pai News】

■ Jiupai News reporter | Chen Jingyi

Recently, the official public account of Yanghe Winery, "Dream Blue Community", released a tweet that announced that two cultural and creative blind box ice cream will be launched.

According to the official introduction, the "Blue Classic Series" is based on the blue river dream. It has four flavors of mango, strawberry, chocolate and hidden algae blue wine. The "Treasure Fang series" is based on Shuanggou Wine Industry Shengfang wine. It has algae blue, strawberries, chocolate and hidden mango wine flavors. Among them, the mango wine taste ice cream contains 3%of Shuanggou Shengfang. Both ice cream are sold in the form of blind boxes.

In May of this year, Moutai and Mengniu launched Moutai Ice Cream to become a phenomenal product. On social platforms, Moutai Ice Cream has become the object of many online celebrities evaluation and visiting shops. Two or three times the price.

The liquor giant has successively entered the ice cream track, which can be said to be the "two -way go" of traditional liquor companies and young consumers.

And as the "Thousands of Old Three" in the liquor market, what will happen to Yanghe? Can you catch up with Moutai in the new track?

[1] The wine company goes down, embrace young people

In recent years, "younger" has almost become the most headache for all traditional liquor companies.

The "Gen Z -Drinking Consumption Report" released by Jingdong Supermarket shows that the concept of young people drinking is changing. The number of consumers in fruit wine, sake, beer cocktails has increased rapidly, and the diversification of alcohol products is obvious. The core consumer group of liquor is young people aged 26-35, and they tend to be high-end liquor. Their consumption scenarios of liquor are concentrated in business and social scenarios such as "wine bureaus" and "sending elders".

In other words, young people do not "actively" drink white wine.

In order to make the young people "drink" liquor, the wine companies worked hard.

Taking the Yanghe, which is now set foot in ice cream, it has launched a low -level liquor brand "Yang Xiao Er" in 2017. The official said that the move is intended to change towards youth. However, in the competition with Jiang Xiaobai and Luzhou Laojiao's low -degree wine "Luo Xiaoli" and Langjiu's low wine brand "Lang Xiaofe", "Yang Xiaoer" gradually gained no sound.

Similarly, before the launch of Moutai ice cream, in 2019, Maotai launched Umeet · Blueberry Casting, focusing on the young women's market.

In fact, Moutai is not the first liquor brand to think of ice cream into the young market.

Luzhou Laojiao and Zhong Xue Gao joined forces to launch a "broken piece" ice cream containing 52 -degree liquor, but Luzhou Laojiao obviously did not have the strength and luck of Maotai. This joint product is now unable to find it on the e -commerce platform.

In addition, Luzhou Laojiao has always been the pioneer of cross -border co -branded in traditional liquor companies. In addition to the "broken sliced ​​ice cream", Luzhou Laojiao jointly launched the "drunk step" with the new tea brand tea brand tea in early 2020. But soon after, this joint milk tea was offline. Today, Luzhou Laojiao has entered the liquor ice drink market and seek a new entry point.

It can be seen that for various traditional liquor companies, youthfulness is a process of continuous trial error and improvement. Although the journey is bumpy, the purpose and determination are very clear.

Zhu Danpeng, an analyst at Chinese food industry, believes that the launch of cultural and creative ice cream in Yanghe is undoubtedly "correct". After 2018, as the new generation gradually became the mainstream consumer group, their consumer thinking and consumption habits often forced the industrial end to upgrade. And traditional enterprises can only have more opportunities only to embrace the new generation of people and make the brand younger.

In other words, for traditional liquor companies, changes are common, passing through, and strong existence.

[2] Young people are up, asking high to be more affordable

There are tens of millions of cross -border directions. Why do Moutai and Yanghe choose ice cream in the same way?

Although there are many competitors in the domestic ice cream and ice cream market, the overall market is still growing. The China Green Food Association Green Agriculture and Food Nutrition Professional Committee, etc., recently released the "China Ice Cream, Cream, Cream Industry Trends Report", showing that my country's ice cream market has maintained a growth trend, reaching 147 billion yuan in 2020, and more than 160 billion yuan in 2021. First.

At the same time, according to the data of Tianyan, there are currently 45,000 ice cream -related enterprises in my country, of which more than 4720 registered enterprises were added in 2021, accounting for 10.2%.

In such a fertile soil, whether it is more than 30 yuan, Zhong Xuegao, known as the "ice cream assassin", or a "ice cream guard" of 1 or 2 yuan, has a huge market prospect.

Moutai belongs to the former, and its minimum price of a single cup of ice cream is 59 yuan. Some people have made simple estimates. If the production cost and channel cost of other materials are ignored, it is calculated based on 50g as 50ml. A bottle of 500ml flying at 969 yuan Feitian Maotai corresponds to about 140 original boxes of original boxes. Yuan, zooming in nearly 10 times. Although such algorithms are rough, they can still see the huge profit space of Moutai ice cream.

Looking at the larger dose of the raw wine and more exquisite workmanship of Yanghe Ice Cream, it obviously does not follow the "profit -making multi -selling" route.

Moutai has achieved great success in terms of marketing results and performance.

Baidu Index shows that Moutai Ice Cream has received great attention from the time of trademark registration. To this day, the search index of Moutai ice cream has exceeded Moutai's main products Feitian Maotai. On the social platform, the figure of Moutai ice cream can be seen everywhere. In terms of sales, according to the data released by "I Moutai", Moutai Ice Cream exceeds 1.7 million yuan after a month after the market is on the market. Under limited sales, the supply is in short supply. With the blessing of strong brand effects, scarcity and social attributes, Moutai Ice Cream has become a luxury.

Behind the success of Moutai ice cream is the consumption upgrade of generations.

TalkingData released "Deep Decoding" Y/Z Generation Insight New Trends 2021 New Consumption Powers Report ". The young people born after 1995 are more willing to spend money for their favorite things. Higher level of consumption. In terms of consumer choices, Xiong Wei, deputy director of the Global Research Center of the International Business School of the University of Foreign Economics and Trade, has summarized the four characteristics of the four major characteristics of young people when interpreting the consumption upgrade of young people: quality upgrades, sharing convenience, integrated social and personalized mixes.

The success of Moutai ice cream is precisely the multiple needs of young consumers.

It can be said that along the path of Moutai, Yanghe Ice Cream has many possibilities.

However, in addition to Moutai in front of Yanghe Ice Cream, there is also Luzhou Laojiao. Is Yanghe ice cream be able to copy the success of Moutai ice cream, or is it the back of the "broken film ice cream"?

In this regard, Zhu Danpeng said that in the liquor market, Yanghe's "old third" has a stable status, which also means that Yanghe is slightly better than Luzhou Laojiao in terms of brand and scale effects. Therefore, the success rate of Yanghe's cross -border must also be higher than Luzhou Laojiao.

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