More than 8.5 million people subscribed on the first day of the launch of "Long Mao" on i Moutai, and an average of more than 6 million people participated in the subscription of "Long Mao" every day, an increase of 72% compared with last year's Year of the Rabbit?
If you use four words to describe Long Mao", the author thinks it must be in the spotlight.
Why does "Dragon Mao" attract attention?
Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, once said that Moutai Zodiac Liquor in the Year of the Dragon is another blockbuster new product of the year after Sanhua Feitian Liquor and Xunfeng Liquor, and it is a "New Year's gift" carefully prepared by Kweichow Moutai for consumers and "Maotai".
The reason why "Long Mao" has attracted much attention is not only because it is a blockbuster new product of Kweichow Moutai in the New Year, but also because of its profound cultural heritage and accurate market positioning. As an important element in traditional Chinese culture, the dragon symbolizes strength, authority, honor and nobility, and the Moutai Zodiac Liquor series is a masterpiece of Kweichow Moutai inheriting traditional culture. In this context, the launch of "Longmao" is undoubtedly a precise touch on consumer emotions.
Some consumers said that this year coincides with the Year of the Dragon, and their father is also a dragon, so they especially hope to be able to buy "Dragon Mao" as a birthday gift for their father. Drinking dragon wine in the Year of the Dragon not only has far-reaching meanings, but also carries good wishes to your family.
Professional liquor media also praised "Long Mao": "Moutai Dragon Year Zodiac Liquor has a "five-dimensional value" system integrating cultural value, collection value, brand value, aesthetic value and scarcity value. ”
In addition, in terms of supply and demand, the high scarcity of "dragon grass" is in stark contrast to the huge market demand, and this supply and demand relationship has further pushed up its market value, triggering a boom in collection and investment.
Since its inception, Moutai Zodiac Liquor has attracted the attention of many collectors and consumers with its unique cultural meaning and limited production strategy. Up to now, the Moutai Zodiac Liquor series has successfully launched 11 products, and according to the launch plan of Moutai Zodiac Liquor, by 2025, the first round of Moutai Zodiac Liquor will complete a complete closed loop, realizing the "full zodiac" collection dream for consumers.
Price volatility has returned to reasonable levels
In the early stage of the listing of "Longmao", due to its unique cultural connotation and scarcity, coupled with the influence of market speculation, the price was once pushed to a high level, but it is worth noting that the high price in the early stage was more driven by "futures" speculation than substantive trading.
According to dealers in central China, some of the "dragon mao" on the market are generated by consumers through the "i Moutai" purchase and delivery circulation, most of these consumers do not have real collection needs, but take advantage of the "dragon mao" has just been listed, the market price speculation is too high, to earn the difference.
It is reported that since the listing of "Longmao", some provinces and cities have just arrived in the past two days, and there are still many areas that have not yet arrived. Shandong dealers said that Shandong's offline has not yet arrived, but consumers are very enthusiastic about Longmao's purchase.
Recently, some media have conducted research on the market situation and demand of dealers in Jiangsu, Guangxi, Hubei, Liaoning, Hebei, Sichuan, Shandong and other places, and the market price of "Longmao" has been maintained at a normal and reasonable level.
Although the price of "Longmao" has experienced large fluctuations, consumers' desire to buy has not decreased. Some dealers said that the recent topic of Longmao, brand popularity has been for it to complete the sales warm-up and market paving, consumers are full of expectations for it, the desire to buy is strong, "Longmao" during the Spring Festival peak season market demand will continue to increase.
Although the heat of public opinion is very hot, in fact, these voices have not affected the steady performance of "Longmao" in the market, and the number of consumers who really want to buy "Longmao" has not decreased, because the real market demand will not change due to short-term price fluctuations.
Behind the attention of "Long Mao", there is not only the blessing of its identity as a scarce product in the Moutai Zodiac Liquor series, but also the recognition of its unique culture and collection value by the market. With the continuous improvement of the Moutai Zodiac liquor series and the continuous growth of market demand, the collection value and market position of "Long Mao" are also expected to be further improved.