文丨酒业家团队（ID：jiuyejia360）
Planning丨Qu Yang Editor丨Yun Heng Editor丨Yun Ding
In the long history of Chinese liquor, Moutai 1935's achievements are unique: positioning in the price band of 1,000 yuan, sales exceeded 5 billion yuan in the first year of listing, and sales exceeded 10 billion yuan in 700 days after listing.
2024 is the "post-10 billion year" of Moutai 1935, after 10 billion, how will Moutai 1935 go further, and how will the channel layout of Moutai 1935 change after 10 billion, with the change of Moutai 1935's delivery mechanism on i Moutai, these have answers.
As a super app with nearly 68 million registered users, Moutai 1935's delivery mechanism on i Moutai has been changed from "subscription" to "cloud purchase", which is of great significance for Moutai 1935; On the other hand, Moutai 1935 Cultural and Creative Liquor took over the baton of Moutai 1935 "standard products" and officially launched the "subscription" section of i Moutai, which opened up a greater imagination space for the development of Moutai 1935 in the post-10 billion era.
01
Changes in the delivery mode of iMoutai
Moutai 1935 "Subscription" Becomes "Cloud Purchase"
May 19th is the second anniversary of the official launch of the i Moutai app, and in the past two years, i Moutai has continued to upgrade and evolve, and has become a super app with nearly 68 million registered users and 17 million monthly active users. Since the trial operation on March 31, 2022, i Moutai has accompanied Moutai 1935 for nearly 780 days.
"Listening to the voice of users, optimizing the shopping experience, adjusting the delivery mode of some products of i Moutai", on May 19, the official WeChat public platform of i Moutai "Xiao Mao i Moutai" issued a notice that from 19:35 on May 19, 53% vol 500ml Moutai 1935 will be adjusted from the special session of "Enjoy Subscription Subscription", "Birthday Privileges", "Weekend Happy Shopping" and "Xiao Maoyun" to the "Enjoy Cloud Shopping" section, and will be placed in the "Enjoy Cloud Shopping" section from 0:00 on May 20.
From "subscription" to "cloud purchase", there is only a difference of one word, but the change is huge. On i Moutai, there are two ways to buy Moutai liquor products, one is "exclusive subscription", that is, you need to choose a store from 9 a.m. to 10 a.m. every day to make an appointment to purchase, and after making an appointment, consumers need to determine whether they have won the lottery by lottery; The other is the "Enjoy Cloud Shopping" section, which can be purchased at all times of the day, on a first-served basis, which can not only better meet the demand, but also be more flexible in terms of the number of purchases.
At 0:00 on May 20, the liquor industry opened the i Moutai Changxiang cloud shopping section on time, priced at 1188 yuan per bottle of 53% vol 500ml Moutai 1935 can already be purchased, you can directly place an order after choosing the store, the minimum number of purchases is 1 bottle, the maximum is one piece (6 bottles), when placing an order, you can choose to pick up in the store, or you can choose express delivery. And the store can choose its favorite store or the nearest store, rather than the number of stores that need to be combined with the number of stores in the subscription model.
There is no doubt that the most direct impact of such a change on consumers is that it is more convenient, and they can fully experience "shopping as they like" and "one-click shopping". In addition to such convenience, this change in the delivery mechanism is also of more important significance for the development of Moutai 1935.
First of all, from subscription to cloud purchase, it shows that Moutai 1935 has been successfully built into a normalized and market-oriented core single product after more than two years of development. Secondly, for the two modes of subscription and cloud purchase on i Moutai, it can be understood as "fixed sales by investment" and "fixed investment by sales", after changing to the "cloud purchase" model, it also means that Moutai 1935 has also entered the stage of "fixed investment by sales" on i Moutai.
Such a change in the sales model will undoubtedly reflect the real market demand of Moutai 1935, so that Moutai can adjust the market and operation strategy of Moutai 1935 in a timely manner according to the market situation; It is also very conducive to the stability of the market price of Moutai 1935, so that Moutai 1935 can accept more tests of market and consumer choice, and is also conducive to improving the "anti-risk ability" of Moutai 1935 as a super single product.
For consumers, the impact of this adjustment of the advertising model is also extremely significant. In fact, after more than two years of development, Moutai 1935 has accumulated a large number of consumers, with a large number of markets and consumer demand, especially for i Moutai users, when there is a demand for Moutai 1935, the winning rate through subscription is often very low; Changing to a cloud shopping model, consumers can buy instantly when they have needs, not only can they buy, but they can also buy real.
Xiao Zhuqing, an independent critic of China's liquor industry, also told the liquor industry that the adjustment of the sales model of Moutai 1935 products on the i Moutai platform is to better meet the purchase needs of consumers.
From this point of view, the change of Moutai 1935's launch mode on the i Moutai APP has an extremely important role and significance for the next market development of Moutai 1935, which also makes Moutai 1935's "post-10 billion" journey more worth looking forward to.
02
Cultural and creative liquor is online on i Moutai!
Tens of billions of large single products have opened the "dual product" mode
"i Life 519", as the messenger of a better life, i Moutai also gave consumers a full "gift" on the second anniversary.
The wine industry noticed that in the notice of "Listening to the Voice of Users, Optimizing the Shopping Experience, and Adjusting the Delivery Model of Some Products of i Moutai", in addition to the official announcement that the delivery mode of Moutai 1935 was changed from "subscription" to "cloud purchase", it was also officially announced that 53% vol 500ml Moutai 1935 China National Geographic Cultural and Creative Liquor will relay Moutai 1935 and officially launch the i Moutai "Exclusive Subscription" section from May 20, like the previous Moutai 1935. Reservations can be made from 9 a.m. to 10 a.m. every day.
In fact, Moutai 1935 China National Geographic Cultural and Creative Liquor was officially launched in November last year at Heihe Station, the final station of "Moutai 1935 Seeking China".
However, in the six months since its listing, Moutai 1935 cultural and creative liquor has rarely "appeared", especially in online channels, it has not been put on a large number of products, and only on major festivals will it be sold in limited quantities on i Moutai. Consumers' enthusiasm for Moutai 1935 cultural and creative liquor is also extremely high, especially the unique cultural value and connotation contained in Moutai 1935 cultural and creative liquor also make this product more collectible and gift-worthy.
With the official launch of Moutai 1935 Cultural and Creative Liquor in the "Exclusive Subscription" section of i Moutai, it not only means that more consumers have the opportunity to buy Moutai 1935 Cultural and Creative Liquor through "Subscription", but also means that Moutai 1935 Cultural and Creative Liquor has been added to the brand matrix of Moutai 1935 as a "regularized" product, becoming another thousand-yuan product in the current product matrix of Moutai Maoxiang series liquor.
At present, although Moutai 1935 cultural and creative liquor has been officially launched on i Moutai, some industry observers predict that at the current stage, the volume of Moutai 1935 cultural and creative liquor will not be very large, and it is still very scarce in combination with the value and delivery relationship of this product.
But despite this, the launch of i Moutai has been of great strategic significance for the Moutai 1935 brand. Moutai 1935 cultural and creative liquor is sold as a conventional product, which also represents that Moutai 1935 has officially entered the development stage of "double product" after more than two years of "single product" mode.
Up to now, i Moutai has 68 million registered users and more than 7.2 million daily active users, and the huge traffic pool will bring extremely important channel empowerment to Moutai 1935 Cultural and Creative Liquor, helping Moutai 1935 Cultural and Creative Liquor to quickly open up the market.
In 2023, Moutai 1935 single products will achieve a revenue of more than 11 billion yuan, officially joining the camp of "10 billion large single products", and then the support of the development of Moutai 1935 in the 10 billion era. As a result, Moutai 1935 and Moutai 1935 Cultural and Creative Liquor can work side by side to write a new glory of tens of billions of large single products in the thousand-yuan price band.
03
Product quality assurance
Escort the road to the post-10 billion
Quality is the soul of life, which is Moutai's quality adherence. Quality and quality are synonymous with Moutai, and the pursuit of quality and quality is Moutai's action to "brew a high-quality life".
As a "tasting and elegant grade" product launched by Moutai Co., Ltd., Moutai 1935 has withstood the test of the market and consumers with quality since its listing. Quality is also an important reason why Moutai 1935 can create a miracle of tens of billions of single products.
The brand comes from quality, and the legend begins with inheritance. Moutai 1935, as a heavyweight member of "Moutai Sauce Fragrance and Joint-stock Production", uses the skills of master craftsmen to cast the quality belief of "quality is the soul of life", which is not only the belief in craftsmen, but also the continuation of the Moutai brand and the inheritance of quality. It can be said that Moutai 1935, which "comes from ingenuity", is practicing Moutai's unswerving original intention of brewing a high-quality life with heavy culture and excellent quality.
In fact, whether it is the launch of Moutai 1935 on i Moutai from subscription to cloud purchase, or the launch of Moutai 1935 cultural and creative liquor on i Moutai, it is a powerful measure to ensure that Moutai 1935 continues to move forward after becoming a 10 billion single product, and it is also a key measure for Moutai 1935 to continue to enhance its influence and competitiveness in the thousand-yuan price band.
For Moutai 1935, tens of billions of single products are not the end, but a new beginning. Nowadays, Moutai 1935 is also upgrading in terms of products, channels, brands, culture, etc., responding to industry competition with a more vigorous attitude, and striving to achieve "further progress".
Liquor industry experts have noticed that since the beginning of this year, Moutai 1935 has continued the holding of the IP of "Moutai 1935 - Seeking China" in terms of branding, and selected "Beijing-Hangzhou Grand Canal" as the route of "Seeking China" in the second season, which is also to empower the culture of Moutai 1935 with the help of the power of this IP and the historical and cultural heritage of the Beijing-Hangzhou Grand Canal.
More importantly, the Beijing-Hangzhou Grand Canal is the main and important market of Moutai 1935, and the holding of "Moutai 1935 - Seeking China" will undoubtedly increase the voice of Moutai 1935 in these markets, enhance the influence of Moutai 1935, and empower dealers around the world.
It can be seen that in the new stage of development of Moutai 1935, it is also integrating online and offline resources, optimizing the allocation of resources, realizing the complementary and coordinated development of channels, and better meeting the diversified consumption needs of consumers. As a Moutai star standing in the thousand-yuan price band, Moutai 1935 will definitely keep moving and forge ahead.