Abstract: Many young people's first bite of Maotai in the summer is not wine, but ice cream.
Moutai ice cream Ice cream industry Hermès
Within 10 days, two Moutai ice cream flagship stores were opened in a row, and the pace of Moutai "pleasing" young people was a bit fast. After 10 days after the opening of the first Moutai Ice Cream Flagship Store of Moutai International Hotel, on May 29, Moutai opened another ice cream flagship store in Guiyang City and launched three pre-packaged ice creams. Including the price of ome boiled wine, classic original and vanilla flavors, each serving is 59/66/66 yuan. These 3 Moutai ice creams are also sold online on the "i Moutai" App, and the choice of 3-hour instant delivery is 45 yuan per order. Push online and offline at the same time.
As soon as Moutai was shot, it was not ordinary, and the price was indeed very Maotai. Many netizens complained that "it is more expensive than Haagen-Dazs", "After all, I am not worthy" "This ice cream is put in the refrigerator for a few years, can the price increase?" ”
Judging from the above table, the price of Moutai ice cream is currently the most expensive, with 0.88 yuan per gram. Häagen-Dazs and Middle Street 1946 brands are behind them. In fact, the raw material cost of ice cream production is not high, and the high cost of Moutai ice cream may be related to its different proportions of Moutai wine.
Why is Moutai ice cream sought after?
According to the official data disclosed by Moutai, the flagship store of Moutai ice cream in Guiyang has been open for 7 hours, with sales exceeding 200,000, sales exceeding 900 singles, more than 4,500 prefabricated Moutai ice cream sales, more than 800 fresh Moutai ice cream sales, and a total of more than 5,000 Moutai ice cream sales, with an average of 2 people per minute. Why is the heat of Moutai ice cream so high?
Freshness. As a brother of baijiu, Moutai has attracted much attention in every move. Moutai ice cream is not sold first, and many people are holding a taste mentality to consume the experience.
Uniqueness. Moutai ice cream belongs to the whole milk cream ice cream and is the highest quality category. High-quality fresh milk is selected, while ordinary ice cream is mainly milk powder or vegetable cream. The joint efforts of Moutai and Mengniu to combine "milk aroma" and "sauce aroma" are a new experience of the tip of the tongue and taste buds, with a unique taste.
Sense of difference. The ice cream market is wide, and there are many varieties and tastes, but there are few wine-flavored ice cream products, and the integration of Moutai wine attracts the attention of consumers. At the same time, we will join hands with Mengniu to ensure product quality.
Pleasing young people The price needs to be close to the people
Moutai cross-border ice cream sales are intended to break the "stereotype" and tap potential consumer groups by actively embracing young people and attracting more young people to pay attention to Moutai. In fact, before there were also liquor play cross-border, such as Luzhou old cellar perfume, Jiang Xiaobai grain and oil... Whether it is perfume, grain and oil, or ice cream, it is the embodiment of the liquor industry to explore new areas and develop new products.
Of course, in a short period of time, we can seize the preferences of young consumers who love to "taste early", and there is still a long way to go to develop their consumption habits and loyalty to liquor in the future. The price of Moutai wine has made many young people unable to drink, if ice cream also makes people feel unkind to the people, then what is the significance of this cross-border "pleasing" to young people?
Tips: Moutai ice cream contains a certain alcohol concentration. Do not consume for minors, pregnant women, and people with alcohol allergies, and should be consumed with caution by motorists.