About "Mao's Second Generation"

The taste of Moutai is unforgettable, and the coffee shop with Moutai elements should be even more unforgettable ~

MT MIX cafe full of maotai elements. Shu Xing photo

Let Guixiaoxin take you into the cultural and creative life of the second generation of Mao!

"First, add cocktail base wine, then add Feitian Maotai and mix well, add ice cubes, then add Guizhou Maojian tea that has been iced in advance, and finally add mint leaves. This is our special cocktail-Qian tea and wine. "

Rui Chen, the bartender, introduced that this cup of drink was launched by the first coffee shop with Moutai elements in Guizhou.

Maotai cocktail-Qian tea is fragrant. Shu Xing photo

"In 20 15, we came up with the idea of doing cultural creation for Maotai. MTMIX Coffee Shop is built around the elements of Maotai. The name of the store combines the pinyin initials of Maotai and mixed English words, which means that Maotai has more possibilities to extend."

Co-founder Baiyun said. Baiyun grew up in Guizhou and has a soft spot for Moutai.

Rui Chen, the bartender, is making a Maotai cocktail-the fragrance of Guizhou cuisine. Shu Xing photo

That's it, the story of "the second generation of Mao" has begun ~

It is the only century-old brand in Guizhou, and its quality will not drop for a hundred years, which is inseparable from the death principle of Maotai people: "The average age of each bottle of Moutai is at least 5 years before it leaves the factory". This is a long process, but if you want to brew high-quality Moutai, you must strictly follow these processes. "Abide by the principle, stick to the craft, store enough old wine, and don't sell new wine" is the quality concept formed by Maotai after long-term accumulation and practice, which is in the same strain as the connotation of craftsmanship: Excellence, rigor, meticulousness, patience, concentration, persistence, professionalism and dedication.

Interesting menu. Shu Xing photo

However, the coffee shop is only one of Baiyun's projects. At present, Baiyun and his partners have invested in the fourth comprehensive experience hall and established related websites. They also plan to combine the red soil of Maotai and sorghum for brewing with modern art to make installation art with Maotai cultural elements.

It will also promote a series of product projects such as product experience, related snack research and development, library and animation.

Maotai cake. Shu Xing photo

"I am absolutely assured of the quality of Maotai. All we want to do is to make Moutai form a cultural self-awakening through additional services, add points to the brand and create a new consumption format." Baiyun said ambitiously.

So, what do you think of such a special coffee shop with Maotai elements?

"We passed by and saw that this container-shaped store was quite special, so we wanted to come in and have a look. The special interior decoration makes people like it. The wine bottles and menus on the wall make people feel that they know it is so special. There are also coffee and cakes made with Maotai, which I really want to try. " Miss Wang, who entered the store and sat down, said with a smile.

Maotai coffee. Shu Xing photo

"Mao second generation training class" has started ~

Opening ceremony of "Mao second generation" training class. Photo courtesy of Maotai

He Lei and Song Yuan, co-founders, got to know each other in Maotai Group's training course for children of Maotai dealers, which is called "Mao Second Generation Training Course". When talking about the original intention of choosing this format to start a business, Song Yuan added, "I have studied and lived overseas for many years, worked in Starbucks and Cafe Family, and saw that they have gradually evolved from the product industry to develop their own cultural and creative products. Now they are not only selling coffee, but also presenting us with a culture and an idea. As a century-old brand, Maotai's brand culture is worth exploring, and communication needs systematic communication that is more suitable for young people's thinking. " In Song Yuan's view, under the blessing of cultural creation and fashion, old trees can grow new branches.

From the era of planned economy to the era of market economy, Maotai has developed step by step, and the number of dealers is also growing. Many of these dealers have been operating Maotai for more than 20 years, and even specialize in Maotai. With the passage of time, this generation of dealers have reached the retirement age. In order to realize the inheritance of family business and keep pace with the development of national wine Maotai, they began to consider the issue of selecting and cultivating successors. For Maotai, it is not only a tactical issue, but also a strategic issue how to smoothly realize the replacement of old and new dealers, ensure the stability of the dealer team, and continuously inject fresh blood to inherit and innovate the marketing cause of Maotai.

On June 20 16, Maotai put forward the idea of supporting and cultivating the second generation of Mao. Subsequently, this plan was officially put on the work schedule of Maotai Co., Ltd., and the "Implementation Opinions on Supporting and Cultivating the Inheritors of the 100-year-old Dealers" was promulgated at the National Dealer Association held at the end of 20 16, which marked the official launch of the "Mao Second Generation" cultivation plan.

He Lei was the first member to participate in the cultivation program. The success of a series of cultural and creative products, such as coffee shops and websites, made He Lei feel very happy. Maotai's recognition of himself also made He Lei people more clear about their career direction.

Group photo of "Mao second generation" training class. Photo courtesy of Maotai

It is understood that the "Mao Second Generation Training Course" was proposed by Maotai Group in June 20 16, aiming at training young people with bachelor degree or above, especially "returnees", aiming at transforming Maotai from a brand to a culture through the training of young elites. Maotai Group will support and help Mao Second Generation from marketing guidance, market support, organizational construction and activities.

"Mao's second generation" is not a simple renewal of enterprise family members, but also a renewal of ideas, consciousness and spirit. From the perspective of development, it is of great significance.