Moutai ice cream, one hundred and eighty cups!have you eaten?You!

Author:Securities daily Time:2022.07.08

Wen | Wang He Feng Yuyao

"'Classic original*12 cups' price is 2253 yuan, SF cold transportation, fast delivery." On a certain e -commerce platform, this Maotai ice cream sells information full screen, compared to the official price of 66 yuan/cup, the official price of 66 yuan/cup, The discount price of about 188 yuan/cup is equivalent to twice asbeling. Since the official launch on May 19, Maotai ice cream with its own "halo" has been attracted countless. As the whole milk fat ice cream launched by Moutai and Mengniu, including the classic original 75g (66 yuan/cup), the green plum boiled wine flavor 78g (59 yuan/cup), the vanilla flavor of 75g (66 yuan/cup), the proportion of Moutai wine content They are 2%, 1.6%, and 2%, respectively. In the eyes of many industry insiders, the introduction of ice cream is the first breakthrough of Moutai's initiative to approach young consumer groups, which is intended to break the previous public's stereotypes of Moutai's products, stable, and business, showing consumers. the other side. Because of the "faint Moutai wine", Moutai ice cream can be described as a "appetite" of many people. Data released by "I Moutai", Moutai Ice Cream has continued to become popular since its release, with daily sales exceeding one million yuan. Taking the sales data on June 29 as an example, Moutai ice cream sold more than 1.7 million yuan on the same day, and a total of more than 27,000 cups of pre -packaged ice cream were sold. On the same day, the two flagship stores of Xi'an and Nanjing, which had just been released on the same day, sold a total of 1.28 million yuan online and offline, and sold more than 20,000 cups. Or because it is not spread throughout the country, the price of Moutai Ice Cream has been high on the e -commerce platform. It is understood that the online price of some e-commerce platforms ranges from 100 yuan-240 yuan/cup, which is nearly 3 times compared to the original price of 66 yuan/cup. Some shop customer service staff revealed to the "Securities Daily" reporter: "We order directly in Maotai to ensure that it is genuine." And the market's demand for Moutai ice cream. "Cai Xuefei, a wine industry and general manager of Zhixu Consulting, told the Securities Daily reporter. Wang Jianjun, an expert in the sales of sauce -flavored liquor -white wine marketing experts, also told the Securities Daily reporter, "The reason why Maotai ice cream is fried on some e -commerce platforms because it is currently available in some cities only sold in some cities There is a gap in supply, and in the summer, the consumer season is needed. Local consumers who have not opened flagship stores such as Beijing and Shanghai will turn to online adopters. "It is reported that as of now, Moutai Ice Cream has been under Zunyi Renhuai in Zunyi, Guizhou. Moutai International Hotel, Guiyang, Nanjing, and Xi'an have successively opened four flagship stores. Users in the three provinces of Guizhou, Jiangsu, and Shaanxi can buy them on the "I Maotai" APP, and the cold chain is transported. On July 9, the five Moutai ice cream flagship stores in Hangzhou, Shenzhen, Guangzhou, Wuhan, and Changsha will also open. At that time, the offline channels for Moutai Ice Cream will be extended to 9 flagship stores; The official online channel is launched in four provinces in Zhejiang, Guangdong, Hubei, and Hunan. In Wang Jianjun's view, with the opening of more offline flagship stores, the price of Moutai ice cream will gradually return to reason. "Because you can't buy it, the price will be high. When everyone can buy it, the price will naturally fall." Wang Jianjun emphasized, "Moutai ice cream is different from Moutai. There is a social attribute seasonal product. "" The laying of flagship stores also means that Moutai's continuous sinking in the cold drink market channels, so that services for C -end consumers will be more refined, which will make Moutai on channels and consumer levels. Industrial efficiency and management efficiency have been further improved, which is in line with the strategic goal of Moutai's youth and achieve long -term development. "Cai Xuefei believes.