文丨酒业家团队(ID:jiuyejia360)
Planning丨Qu Yang Editor丨Coconut Editor丨Genting
Since its official launch on January 1, 2021, Xunfeng Digital World has opened a new path for Moutai to explore the "integration of digital and real". The launch of Xunfeng Wine has further enhanced the influence of Xunfeng in the digital world.
On December 31, 2023, in Sanya, Hainan, Kweichow Moutai (Xunfeng) was officially released, and on April 7, 2024, Kweichow Moutai (Xunfeng) officially opened its store to pick up the goods, which was 98 days of anticipation, and Xunfeng Liquor appeared in front of the public for the first time in kind and officially entered the field of market circulation and trading.
Behind Xunfeng Liquor, there is a profound Moutai culture and unlimited digital value, and the "brewing" process of Xunfeng Liquor is the ultimate example of "Heaven and Man Brewing Together". It can be said that a bottle of Xunfeng wine, which contains collection value and gift value, has once again become another "beautiful product" of Moutai with the blessing of the "scarce" attribute, exuding a unique light in the journey of "endless beauty".
01
Pick up the goods and be stunning!
Why is Xunfeng wine attracting attention?
"The real thing is a sight to behold. In the past two days, wine industry experts have seen similar comments in a number of WeChat groups in the Xunfeng digital world, and a number of "Xunyou" have posted pictures of wine for the first time.
The wine industry learned that starting from April 7, 1,400 offline stores across the country went into battle, and many "Xunyou" who obtained the parallel right of Xunfeng Liquor digital collections through "Heaven and Man Brewing" in the early stage picked up the goods through each store at the first time. This is also the first "official appearance" of the actual product of Xunfeng Wine since its release on December 31, 2023.
It is understood that this year's newly launched Xunfeng wine specification is 375 ml, priced at 1498 yuan / bottle, is another "digital and real fusion" product launched by Moutai, and the only sales channel is Xunfeng Digital World.
As a "digital and real fusion" product, the acquisition path of Xunfeng wine is also realized through the Xunfeng digital world. The wine industry learned that in the Xunfeng digital world, Xunyou can complete relevant tasks by joining the "π community", especially to complete the whole process of winemaking from sowing and harvesting to wheat grinding into koji powder, fermentation, distillation, wine production and storage, so as to obtain the corresponding "co-brewing points", and meet specific conditions to obtain the digital collection of Xunfeng wine. The digital collection is used as a qualification certificate for purchasing Xunfeng wine, and you can obtain a bottle of Xunfeng wine by exercising the right to purchase it, and then pick up the goods through the store.
"The process of getting Sunkaze sake is very experiential and takes a certain amount of time. A "Xunyou" from Hubei told the wine industry that in the Xunfeng digital world, it is necessary to buy seeds to produce and store sorghum and wheat, and need to take "red water".
Another "Xunyou" from Guangdong also told the wine industry that through "real-life winemaking" and "heaven and man brewing together", in the process of obtaining the digital collection of Xunfeng wine, they can experience the complexity of the production process of Moutai and understand the production process and process method of Moutai. Therefore, this bottle of Xunfeng wine, which he "brewed himself", will be kept as a commemorative collection.
The reason why Xunfeng wine has attracted much attention is that, on the one hand, before Xunfeng wine, the value of Moutai's first digital-real fusion product 24 solar terms cultural wine launched in 2023 has been verified by the market, and on the other hand, it is also due to the fact that the acquisition process of Xunfeng wine is more experiential. With the unique packaging, value, reasonable price and other factors of Xunfeng wine, it is reasonable that it is highly sought after by the market.
02
Four unique values
Xunfeng wine interprets "endless beauty"
"Inheriting the flying classics and creating the first community to brew", this is the label of Xunfeng wine. It is these labels that give Xunfeng wine multiple values.
As a digital-real fusion product, it is also the first product created with the concept of "co-brewing between heaven and man", Xunfeng Liquor pioneered the model of community co-brewing, which greatly demonstrated its digital value.
At present, the wave of the digital age is rolling in, and digitalization and the digital revolution have also had a significant impact on the production and operation of the wine industry. In the future, it must be the digital age, and digital value will be continuously explored, and Xunfeng Wine is also the first product with extremely high digital value in the real sense of the industry.
From the point of view of collectible value, the digital value of Xunfeng wine and the culture contained in this product are at the core. Since Xunfeng wine can only be purchased after obtaining digital collections through the Xunfeng digital world, as the bearer and disseminator of Moutai culture, the important role of the Xunfeng digital world is once again highlighted.
In the Xunfeng digital world, the process of "brewing" digital collections is actually a process of learning and feeling Moutai culture, where there are not only 24 solar terms culture and Moutai brewing culture, but also Moutai brand, quality and other aspects. Therefore, through the link, Xunfeng Wine shows the great cultural value attributes behind the Xunfeng digital world.
From the perspective of gift value, the 375 ml specification is based on the inheritance of Feitian Moutai's classic packaging, and the overall packaging design of Xunfeng wine is also more eye-catching. It adopts the hard box process, the side of the color box adds a new "Xunfeng" element shading, and the front label of the bottle body is specially printed with the seal "Xunfeng" seal. The "Xunfeng" is named because the dominant wind direction in Moutai Town in all four seasons is the southeast wind, which means the hope for the world's wind and rain.
Therefore, Xunfeng wine has both "lining" and "face", which not only has collection value, but also has more gift value.
In addition, the scarcity value is also an existence that cannot be ignored in Xunfeng wine. On the one hand, it is due to the quality of the liquor, which is the same as the traditional Kweichow Moutai, and on the other hand, it is 375 ml in size, which also meets the needs of some consumers to a certain extent.
More importantly, the reason why Xunfeng wine is of great scarcity value is also due to the unique way to obtain Xunfeng wine, which can only be purchased by completing relevant tasks in the Xunfeng digital world, and it takes a certain amount of time to "brew", and after obtaining the digital collection, it can be purchased with the right to exercise.
On the other hand, the amount of Xunfeng liquor is also extremely limited, and according to official disclosures, Xunfeng liquor accounts for a small proportion of Moutai's annual release in the plan. The difficulty of obtaining and the small amount of alcohol also increase the scarcity value of Xunfeng wine.
It can be seen that Xunfeng wine is not only a wine, but also a culture, a spirit, and a connection. It connects tradition and modernity, people and nature, and everyone who loves culture and innovation. More importantly, the launch of Xunfeng Liquor has met the needs of some consumers for different specifications of Moutai, and also met the consumption needs of more consumers in different scenarios.
"Beauty is endless, I am endless". In the beauty era, Xunfeng wine is also adding a strong touch to the "beautiful life" with the beauty of unique value.