🔹 Source: Kweichow Moutai and Dove's official Weibo
Kweichow Moutai and Luckin Coffee jointly launched the sauce latte, and the Moutai official micro-announced the "new love" - and Dove Chocolate launched a joint wine heart chocolate on September 16.
From Moutai ice cream to sauce latte, to wine heart chocolate, and even "Moutai mooncakes", Moutai seems to be going further and further on the road of "not doing business".
Feitian Moutai was once difficult to find, in the eyes of the public is not worried about selling, why should it be frequently co-branded and eager to break the circle? Some analysts said that Moutai's move was due to the reduced demand for liquor among young people.
Frequent new products, Moutai joint acceleration
On September 4, Moutai and Luckin Coffee jointly launched a sauce-fragrant latte to trigger a boom. Some consumers say that it has the taste of "childhood wine heart chocolate". The residual heat of sauce fragrant coffee has not dissipated, and Moutai has launched a new product "wine heart chocolate", and the timing is ingenious.
This co-branded chocolate was officially released on September 16. On the Moutai ice cream mini program, some stores can already see the product information related to wine heart chocolate a few days ago: Mao Xiaoling wine heart chocolate gift box series includes classic wine heart chocolate gift box 2, 6 pieces, 12 pieces, each box prices are 35 yuan, 99 yuan and 169 yuan respectively; Reduced sugar wine heart chocolate gift box 2, 6 pieces and 12 pieces, each box price is 39 yuan, 109 yuan and 179 yuan respectively. After the price of wine heart chocolate was exposed, some netizens said that "it's okay, it's cheaper than ice cream", and some netizens commented that "two chocolates are 35 yuan, which is ridiculously expensive".
In fact, the launch of Wine Heart Chocolate was not a whim. At the first anniversary celebration of Moutai ice cream on May 29 this year, Ding Xiongjun, chairman of Moutai Group, revealed that Moutai will increase the research and development of wine heart chocolate, alcoholic drinks, sticks, soft ice, etc., and establish a product matrix of different types, different prices and distinctive characteristics.
For the joint launch of wine heart chocolate, wine analyst Cai Xuefei analyzed to China News Agency that Moutai may want to continue the popularity of sauce latte to increase exposure. At the same time, as the Mid-Autumn Festival and National Day "Double Festival" are approaching, the chocolate gift box launched this time is also its measure to open up the gift market.
Rush for change is a concern about the future market uncertainty?
Moutai has long been regarded as a "luxury" in baijiu, and buying Feitian Moutai requires reservations and snap purchases. From the Moutai ice cream launched last year to this year's sauce coffee and wine heart chocolate, the urgency of Moutai's innovative demands can be felt behind the frequent appearance of joint models.
The analysis believes that this actually reflects Moutai's concerns about the future market. Zhang Yi, chief analyst of iMedia Consulting, analyzed to China News Agency that on the one hand, the social value of today's liquor is much higher than the edible value, and high-end liquor is more of a status symbol. Since the second half of last year, especially this year, new liquor brands such as Fenjiu, Yanghe, Mengzhilan and other cutting-edge liquor brands and old brands are launching liquor with a price of more than 1,000 yuan, and the high-end liquor market "1.5 unique shows (Moutai is 1, Wuliangye accounts for 0.5)" has been broken, Moutai as a liquor industry "luxury of luxury", its identity is being challenged, Moutai is facing huge competitive pressure.
On the other hand, the current young people, especially the "post-95" and "post-00" generation, have increased health demand and antipathy to wine table culture, which has reduced the demand for liquor. At the same time, the entertainment methods of young consumer groups are also more diverse, unlike their parents, who use KTV with liquor as the main entertainment method.
In the context of the intensification of competition in the high-end liquor market and the uncertainty of the future consumer market, Moutai chose to frequently break the circle and cultivate a young consumer market.
When Moutai launched ice cream, Ding Xiongjun also said that Moutai ice cream is not a simple consumer commodity, but a strategic product, which is an important starting point for cultivating the aromatic taste of Moutai sauce for young consumers and promoting the youthfulness and fashion of the Moutai brand.
Nurturing a forward-looking layout for potential customers
Whether it is co-branded ice cream, sauce coffee, or wine heart chocolate, young people are the main consumer groups targeted by Moutai.
Zhu Danpeng, vice president of the Guangdong Food Safety Promotion Association and a food industry analyst, told China News Agency that from the perspective of drainage, Moutai and Mengniu, Luckin and Dove are big winners. Under the trend of younger consumption and diversification, Moutai crosses borders or uses its strong IP to move closer to young consumer groups. If traditional enterprises want to achieve brand rejuvenation in the future, they must be close to young people and meet their needs. It is not difficult to see from this point that Moutai's layout of ice cream, coffee and chocolate business is forward-looking.
Cai Xuefei also believes that Moutai's consumption structure is relatively single, and the launch of new co-branded products such as coffee and chocolate is also Moutai looking for new growth points and trying to diversify operations.
As for whether Moutai can achieve the cultivation of young markets through co-branding, Zhang Yi believes that the co-branding currently launched by Moutai can be seen as expanding its popularity among young people and cultivating potential consumer groups.
Is it a magic trick to open up the international market through co-branding?
Under the condition that the demand for liquor in the domestic market is decreasing, Wuliangye and Yanghe shares have taken frequent actions to try to open up the international market. For example, in July, Wuliangye's "Hemei Global Tour" first stood in Paris, France; In the same month, Yanghe held a European launch conference for new products in Paris.
The joint name between Moutai and Dove is also regarded as a relayout of the international market. Cai Xuefei pointed out that due to cultural differences and taste differences, the implementation of Chinese liquor overseas has always been difficult. Therefore, this time Moutai cooperated with Dove, or wanted to open up international sales channels with Dove.
Zhu Danpeng further explained that because Dove has a certain reputation in the world, especially in Asia and North America, Moutai wants to use Dove's international tonality to promote baijiu to the international market.
But expanding the scale of liquor sales overseas is not an easy task. Zhang Yi pointed out that at present, the overseas consumer group of Chinese liquor is still Chinese, but there is no consumption scene and culture of liquor abroad, and half of the more than 60 million Chinese are women. Therefore, the demand for liquor from overseas Chinese is not high. As for foreigners, due to differences in culture, habits, and taste of baijiu, it is difficult to obtain their high recognition of baijiu.
Is it a magic trick for Moutai to open up the international market through joint names? Cai Xuefei believes that the internationalization of Chinese liquor is an inevitable process for baijiu, and Moutai, as a liquor "business card", enters foreign markets with the help of international capital and innovative products, and can promote the flavor of baijiu to a certain extent.
Column editor-in-chief: Zhang Wu Text editor: Lu Xiaochuan Title picture source: Shangguan title picture Photo editor: Su Wei
Source: Author: The country is through train