Reporter: Shu Xing Editor: Yang Lifang

About the "Mao Er Dai"

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

MT MIX Cafe full of Maotai elements. Shu Xing photo

Let Gui Xiaoxin take you into the creative life of Mao's second generation!

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

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

Maotai cocktail-Qian tea is fragrant with wine. Shu Xing photo

"We came up with the idea of doing cultural creation for Maotai in 2115. 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 expand."

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, which smells like Guizhou cuisine. Shu Xing photo

That's it, the story of "Mao Er Dai" begins ~

It's the only time-honored brand in Guizhou with a century-old quality, which can't be separated from the death principle of Maotai people: "Every bottle of Moutai can only leave the factory after an average age of at least 5 years", which is a long process, but these processes must be strictly followed if you want to brew high-quality Moutai. "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 Maotai's red soil and sorghum for brewing with modern art to make installation art with Maotai cultural elements.

They will also promote product experience, related snack research and development, library, animation and other series of product projects.

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 shop 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

The second generation training class of Mao started ~

The opening ceremony of the second generation training class of Mao. Photo courtesy of Maotai

He Lei and Song Yuan, both 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 engaged in Maotai for more than 21 years, and even specialize in Maotai. With the passage of time, this generation of dealers have reached 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.

In June p>2116, 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 111-year-old Dealers" was promulgated at the National Dealer Association held at the end of 2116, which marked the official launch of the "Mao Second Generation" cultivation plan.

He Lei was one of the first members to participate in the training 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 the graduation of the "second generation of Mao" training class. Photo courtesy of Maotai

It is understood that the "Mao Second Generation Training Course" was put forward by Maotai Group in June 2116, aiming at training young people with bachelor's degree or above, especially "returnees", aiming at transforming Maotai from a brand to a culture through training young elites. Maotai Group will support and help Mao Second Generation from marketing guidance, market support, organizational construction and activities.

"Mao Er Dai" 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.