Recently, "Moutai Ice Cream" has swept the screen of the whole network on various social platforms, attracting the attention of many young people, and for a time, the behavior of "grabbing Moutai" continued to "grab Moutai Ice Cream".
01
High pricing
Who pays for "Moutai Ice Cream"?
On the day of the first launch, Moutai Time and Space released sales data: online, 40,000 products were sold out through the "i Moutai" APP within 51 minutes, with sales of about 2.5 million yuan; Offline, the Flagship Store of Guiyang 002 sold more than 5,000 stores in 7 hours, with sales exceeding 200,000 yuan.
The eye-catching data has attracted praise from the industry, and it has also triggered a discussion among many people inside and outside the industry, why does Moutai make ice cream?
From the perspective of product positioning, Moutai Ice Cream has launched three different flavor products, namely classic original flavor, vanilla flavor, and green plum boiled wine flavor, with prices of 66 yuan / cup, 66 yuan / cup, 59 yuan / cup, and 53 degrees Guizhou Moutai wine additions of 2%, 2% and 1.6% respectively.
It should be noted that each Moutai ice cream product adds about 2% of the 53-degree Feitian Moutai product, and can not drive immediately after eating, unlike the consumer group of Moutai liquor products as a social hard currency, Moutai ice cream is mainly sold to young people and women.
The famous wine think tank interviewed a number of female white-collar workers in first-tier cities after 95, and the respondents said that they "have the opportunity to taste it, but they will not spend a certain amount of money to buy it every month, which is more expensive than Häagen-Dazs." In the eyes of industry insiders, the high pricing of Moutai ice cream is to maintain the high-end image of the brand, but for young people whose purchasing power is not strong, the sales idea of fast-selling products may not work.
In addition, "Moutai ice cream" products are currently only available in some cities can be purchased, still lack of perfect purchase channels, although Moutai promised that the future will be launched in Nanjing, Hangzhou, Changsha, Guangzhou, Shenzhen, Wuhan, Xi'an and other seven cities, whether it can become a long-term market-oriented product, break through the life cycle of Internet red products, and win the long-term reputation of red, it remains to be seen.
02
Brands talk about rejuvenation
Can pushing ice products work?
At the product promotion meeting of Moutai ice cream, Moutai publicly stated that the launch of ice cream was the first breakthrough to actively approach the young group.
Different from other fields before, this cross-border ice cream, Moutai showed a "long-term operation" posture, it is not difficult to see that the old wine companies fell into the anxiety of urgently "making friends" with young people.
In fact, young people really don't like to drink liquor, which is an important reason for the huge decline in the output of China's liquor industry in the past 5 years. According to the "2020 Young People's Alcohol Consumption Report", young people have gradually become the main force of alcohol consumption, but their tastes are changing, preferring liqueurs and pre-mixed cocktails to low-grade liquors.
Judging from the current user feedback on platforms such as Dianping and Xiaohongshu, Moutai ice cream has received a warm response in the "early adopt" stage.
Because Moutai itself has a strong brand influence, the situation of wine + ice cream is to meet the curiosity of young consumers, in terms of topic creation, first-day sales and publicity effects, the launch of ice cream can be regarded as a "fame and fortune".
However, some industry insiders pointed out that Moutai cut into the ice cream track, not only to consolidate the brand through cross-border forms. On the other hand, since the gross profit margin of ice cream products is very high, about 30%-40%, making ice cream also has the consideration of adding by-products to liquor and improving the gross profit margin of products.
03
Is it to please young people or to cut leeks?
In fact, in order to broaden the young people's market, the "cross-border" behavior of liquor brands is not uncommon, and even the cross-"ice cream" category is not the first of Moutai.
It is understood that the earliest cross-border ice cream in the liquor brand is Japan's otter festival sake, made of sake meal, which does not contain alcohol; In addition, in 2019, Luzhou Laojiao and Zhong Xuegao launched the "52 ° Broken Piece Ice Cream", selling more than 1600 copies in four days; Jiang Xiaobai has also cooperated with Mengniu's casual brands to launch white peach flavored wine heart ice cream and caramel flavored wine heart ice cream.
Judging from the sales results of the "past students" of the above part of the ice products, most of these joint products are mainly marketing and have not realized the marketization of survival, that is, the current hot, follow-up in the market is difficult to see.
The reaction of the consumer side, most people in the early taste of the repurchase is not optimistic, on the social platform, the discussion of "Moutai ice cream" continues to ferment, a # who is paying for high-priced ice cream # discussion on the hot search.
According to relevant media reports, "with the listing of ice cream this summer, the ice cream market is experiencing a strange circle of no most expensive, only more expensive", which triggered a fierce discussion. Under this article, many netizens expressed dissatisfaction with the sky-high ice cream, and some people joked: "Don't take the ice cream that you don't know, it will become unfortunate." ”
Some industry insiders pointed out that alcohol products want to move closer to "rejuvenation", but also beware of misunderstandings. The launch of some co-branded products often leads to a change in consumers' brand perception of wine, and after the "pull down" body price, the sales of the original products are not much pulled, and the gains are not worth the losses.
So it seems that Moutai ice cream products are not cost-effective, want to tap new potential customers through ice cream products, pull the sales of liquor, and achieve customer conversion, it is very difficult, "sky-high ice cream" is ultimately pleasing to young people, or "cutting young people's leeks"? The market reaction will tell.