Moutai Bing Cream, come to Wuhan

The Yangtze River Daily Da Wuhan Client July 9th. On the morning of July 9, the Moutai Ice Cream Store Wuhan Hang Lung Plaza was opened on the first floor. At less than 10 am, many citizens have queued up to check in. After the liquor "one brother" Moutai cross -border ice cream, can it be "flying"? Perhaps it is necessary to wait for the market inspection.

There are three flavors on the Wuhan Store on this time, which are cross -border by the Moutai Winery and the Mengniu brand. The three Moutai ice cream includes 78 grams of green plums and wines, 75 grams of classic original flavor/cup and vanilla flavor 75 grams/cup. The price per portion is 59 yuan, 66 yuan, and 66 yuan, respectively. Ms. Xu, who ranked first in the queue, said that in the morning, I came here specially and did not expect to be ranked first. "I buy it for myself, I only buy one cup, I want to experience it." She admits that the price is a bit expensive, but as a well -known white wine brand, Moutai has a high premium in itself, and the price is slightly acceptable.

The reporter's interview found that many consumers in the queue had a similar strange attitude and curious about the combination of "Moutai+Ice Cream". Ms. Ye, who usually eats ice cream, heard that Moutai ice cream contains a small amount of Maotai wine. When she was shopping, she came to buy a cup to experience the legendary brand ice cream.

How much wine does Maotai ice cream contain? The reporter looked at its official website: Moutai ice cream (green plum boiled wine flavor), 53 degrees of Guizhou Moutai wine added 1.6%; Moutai ice cream (classic original flavor), 53 degrees of Guizhou Moutai wine added 2%, etc.

The reporter experienced two flavors, vanilla and classic flavor. After opening the ice cream packaging cover, you will smell a "wine fragrance". In terms of entrance, the original white wine has a strong taste. Finally, the taste of "milk flavor" is tasted. Essence After the reporter experienced it, he was still stunned in half an hour. There are also reminders on the ice cream box that minors, pregnant women, alcohol allergies, please do not eat it, please use it with caution.

As the "cross -border" high -end players of the ice cream, the price still cannot stop the market's popularity of the product. At present, the cities that open a physical store can purchase their ice cream in the "I Moutai" APP. Some e -commerce platforms have derived the "purchasing" Moutai ice cream business, and the price of a cup of Moutai ice cream can reach hundreds of yuan. The reporter searched on Taobao on the 9th that in a shop that shows the shipping place as Guiyang, the purchase of 3 cups of classic Moutai ice cream should be 328 yuan, and the price on the "I Moutai" app is 198 198 Yuan.

Recently, in some social media, some netizens have discussed that the ice cream is selling more and more expensive, and high -priced ice cream has even been named "ice cream assassin". Moutai ice cream, which is "born" in the ultra -high pricing model, is still difficult to block the market's popularity. Is this commercial phenomenon sustainable?

In this regard, Wu Xianming, a professor at the School of Economics and Management of Wuhan University, said that in the joint exploration of business cross -border, Moutai ice cream, as a new species of "traditional" brand, is a good attempt to open the young market. As for the price of ice cream, the "tolerance" of the consumer market requires merchants to "test". If such ice cream store models can "go down", it means that it has a certain market. In the past, high -end brand ice cream in foreign brands accounted for relatively high. Perhaps this kind of cross -border cooperation can open a new model for high -end and diversified attempts for domestic brands.

It is reported that Moutai Ice Cream has opened 4 flagship stores one after another under Moutai, Guiyang, Nanjing, and Xi'an. On the 9th, Hangzhou, Shenzhen, Guangzhou, and Changsha stores opened together with Wuhan stores. At present, Moutai offline channels have expanded to 9 flagship stores. According to its official website information, Guizhou, Jiangsu, Shaanxi, Zhejiang, Guangdong, Hubei, and Hunan provinces can also choose to buy online.

(Changjiang Daily reporter Zhou Manzhen Zhao Yan Photography: Reporter Hu Dongdong)

【Edit: Ding】

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