On May 29, the second Moutai Ice Cream store was announced in Guiyang, along with the release of three ice creams (edible agricultural products) in the classic original flavor, green plum boiled wine flavor, and thyme taste.
Moutai's official website had indicated that the release of ice cream was the company's first boost in approaching the young consumer crowd. But the "Daily Economic News" reporter noted that the above three ice cream market price of 60 yuan / cup up and down. As a "cross-border marketing" goods, this price tag in the ice cream sales market is relatively high, Maotai ice cream has also been netizens flirted with "more expensive than Haagen-Dazs", then young people are not happy for Maotai ice cream "pay! "The first time I've seen it, I've seen it, and I've seen it, too. The market outlook for the ice cream market in the end how?
Following the May 19 Moutai official announcement of the country's first flagship ice cream flagship store opened for business operations, today Moutai ice cream second store in Guiyang announced the opening, Moutai Group boss Ding Xiongjun, Moutai Group Manager Li Jingren appearing on the opening of the scene. After Maotai announced cross-border marketing ice cream, resulting in a general strong reaction from the market. "Can I turn on the machine after eating it?" "Will I get drunk if I eat it?" and other topics of discussion once rushed to the hot search list.
The current stage of China's sales market popular consumer market reflects the characteristics of the development trend of underage, online, humanized, physical and mental health, to the traditional consumer goods industry to produce a test. And pure grain wine goods in the consumer heart for a long time there is a traditional style, business reception prejudice, in the industry, Maotai cross-border marketing is the use of its IP to the young consumer population close to the measures.
Moutai's official website indicates that this is also the first time that the enterprise is close to the young consumer population to enhance. The reporter grasped that the 29th push of the new three taste in the packaging, price and other areas are different from the goods previously on sale. Each of the three edible agricultural products taste for the classic original flavor 75g (66 yuan / cup), green plum boiled wine flavor 78g (59 yuan / cup), vanilla flavor 75g (66 yuan / cup). The above three flavors are Maotai, Mengniu joint shoes released full phylloxera cream ice cream, three products Maotai wine ingredients accounted for 2%, 1.6%, 2% each.
In addition to offline physical store market sales, "i Maotai" APP on May 29 at 17:00 open to the public online shopping safe channel. Reporters into the "i Maotai" ice cream shopping safe channel to see, online shopping is divided into "SF cold chain delivery members of the area" (SF on the same day) and "3 hours in time to reach the members of the area". The online marketing is limited to Guiyang. At this stage, online marketing is limited to a part of Guiyang city.
More expensive than Haagen-Dazs? The reporter noted that early wine enterprises try to promote the lower age. 2019, Zhong Xuegao and Luzhou Laojiao co-branded shoes, the first release of the "broken" series of products. 2020 and Martell collaboration, the release of the "myopia degree" brandy ice cream.
But the above wine enterprises "cross-border marketing" since the beginning of the thunder, the rain is small, this Maotai ice cream and can not help Maotai to complete the well-known brand age? For this matter, pure grain wine authoritative expert Xiao Zhuqing May 29, according to the cell phone WeChat told the "Daily Economic News" reporter: "soy sauce liquor and ice cream merchandise innovative fusion, there is hope to produce a refreshingly classic consumer goods. Ice cream as a fashionable and trendy fast-moving consumer goods, Maotai IP support, granted its unique characteristics. At the same time, it is also a buying scenario for Guizhou Maotai's old president Ding Xiongjun to promote socialization, pay attention to consumers, and respect supply associations, so that a large number of young people feel Maotai's famous brand, culture and art, and taste based on Maotai ice cream."
Special attention is paid to the Maotai ice cream 60 yuan price was also teased by netizens than "H?agen-Dazs is still expensive". Jingdong Mall H?agen-Dazs official flagship store shows that 100ml H?agen-Dazs ice cream market price of 43 yuan. Release Maotai ice cream is Maotai to young consumers to throw an olive branch, but young people will "pay"? The reporter grasped that although Maotai ice cream price was flirting with, but there are many consumers to buy to feel acceptable. Evaluation said: "Although said Maotai ice cream is a little expensive, but can accept" "price is a little expensive, but do not care, delicious can be".
In addition to this, professionals also on Maotai ice cream current distributor approach to the problem of clearly put forward the relevant points of view. Xiao Zhuqing told reporters: "I heard that Maotai ice cream dealerships at this stage to join the investment only for Maotai current regional agents in the 'Maotai second generation', this kind of similar 'artificial reproduction'. Maotai ice cream must sales market cultivation, must consumer culture education, must institutions consumer user evaluation **** enjoy and circle to promote the interactive exchange to promote the commodity fashion, must be operated by people to do a lot of delicate sales market correct guidance and sales market cultivation work in."
China's food industry investment analyst Zhu Danpeng also showed that Maotai ice cream pathway how to land type is important. As agents in the past are selling wine, today's agents sell fast moving consumer goods, so (not the same) way in the middle still have segmentation.
Xiao Zhuqing further indicated that selling Maotai wine and Maotai ice cream are two design styles, proposing Maotai winery executives believe in "specialization", relax Maotai ice cream contracting rights selection, the introduction of fair trade to promote Maotai Group socialization system reform and innovation, selection of Maotai ice cream regional agents and Maotai ice cream dealership operators.
These are the first time I've ever seen a person who has been in the business of ice cream.