#Record my 2024# In recent years, various liquor companies have been looking for their own new market growth points, in this case, Moutai has undoubtedly become the focus of the most attention, especially in recent years, Moutai's various cross-borders can be said to be endless, just recently Moutai Ice Cream's results were announced, and Moutai Ice Cream will achieve a revenue of 430 million in 2023, which makes people wonder if Moutai's second curve has become?
1. Moutai Ice Cream achieved 430 million revenue?
According to a report by Tianyan News, from Moutai Ice Cream unlocking "Young People's First Bite of Moutai", to the successful breakthrough of "Wine and Coffee" in the sauce latte, and then to the indulgence in the 53° silky Mao Xiaoling Wine Heart Chocolate, for more than a year, Moutai has continued to make efforts in the wine and food track, showing the "infinite possibilities" possessed by "+ Moutai".
In 2023, the "Mao Xiaoling" food project will achieve an operating income of more than 430 million yuan (including tax), an increase of 58.24% year-on-year, exceeding the annual target, and will move towards the goal of nearly 600 million yuan in revenue in 2024. Since the launch of ice cream on May 29 last year, Moutai has successively cooperated with Mengniu, Zhongjie, Luckin, Mars and other enterprises to successfully enter the ice cream, coffee and chocolate categories, build a product system of "ice cream cup products - ice cream small sticks - sauce latte - Mao Xiaoling wine heart chocolate", and expand the establishment of a total of 9 levels of product price bands covering "19 yuan to 179 yuan" to meet the multi-dimensional needs of consumers.
On the first day of listing, the sales volume of "Sauce Latte" exceeded 5.42 million cups, with sales exceeding 100 million yuan, creating a "phenomenal" popular product for the brand's cross-border products.
On the road to rejuvenation, Moutai responded to the love of young people with creative brand expression, and successfully created the exclusive IP image of "Mao Xiaoling".
Second, the second curve of Moutai has become?
Moutai Ice Cream, a product that blends traditional Chinese liquor with modern cold drinks, recently achieved a staggering 430 million in revenue. This achievement has undoubtedly attracted widespread attention in the market, and people have been discussing, is Moutai's second curve really becoming?
First of all, the popularity of Moutai ice cream is not so much the success of ice cream products, but the successful example of Moutai Group's deep insight into market trends and effective integration of resources for cross-border innovation. Moutai ice cream is not an isolated single product, but an important part of Moutai's series of cultural and creative product layout, which, together with diversified products such as wine chocolate and sauce latte, constitutes a new attempt for Moutai brand to expand into non-traditional fields. By skillfully combining the unique sauce flavor of Moutai with the modern consumption scene, Moutai Ice Cream has successfully broken the traditional consumption boundary of the liquor industry, realized the leap from "table" to "dessert", and attracted the attention and favor of a large number of young consumers.
Secondly, as the iconic image of Moutai ice cream, Mao Xiaoling has successfully attracted the attention of many young consumers. Through continuous cross-border and innovation, Mao Xiaoling has gradually become a product that strongly seizes the minds of young people. The similar sentence structure of the young man's first cup of sauce fragrance has become popular on the Internet, indicating that Mao Xiaoling has successfully aroused the interest and attention of young people.
Mao Xiaoling's popularity is due to the Moutai brand's accurate grasp of the young consumer market. In the context of consumption upgrading, young people's pursuit of quality, personality and interest is becoming more and more intense. Through her unique brand image and product design, Mao Xiaoling has successfully catered to the preferences of young consumers. At the same time, Mao Xiaoling's cross-border product matrix also brings consumers a wealth of choices to meet the needs of different consumers.
Third, the hot sales of Moutai ice cream are actually the result of the Moutai brand converting a large amount of brand potential energy accumulated before into new product momentum. As a leading brand in China's liquor industry, Moutai has a strong brand influence and market appeal. These brand potential energy provides strong support for the marketing of Moutai ice cream. Through the effective use of the brand's potential energy, Moutai has successfully turned consumers' attention to new products. The hot sales of Moutai ice cream not only brought new revenue growth points for the brand, but also opened up new development space for Moutai in the young consumer market. We can expect that in the future, Moutai will continue to leverage the brand's potential energy to launch more innovative products to meet the changing needs of consumers.
Fourth, however, for Moutai, it is not enough to rely on Mao Xiaoling, a symbol of youth, to take the first step, and how to truly enable young consumers to truly transition from emotional identification to deep identification with the Moutai brand and its core products is the key to long-term and steady development. This requires Moutai to maintain its original quality advantages, while constantly innovating, closer to the needs and aesthetic Xi of young consumers in product development, design, experience, etc., and with the help of diversified online and offline interactive forms, deepen the connection with young users, and form lasting and stable brand loyalty, which may be the most important thing for Moutai to do.