After Maotai ice cream, Maotai and Ruixing launched a joint coffee "Sauce Latte", and then they will launch "Maotai Chocolate". What do you think of this move?

This is one of a series of actions taken by Maotai to actively promote brand rejuvenation. Through the joint marketing with the fashion brand "Ruixing" in the coffee and beverage industry, the direct effects obtained include:

1. Go directly to young consumers, provide social money to guide them to get familiar with the Maotai brand and establish a good impression, and create a brand image of "being with young people" in their minds;

2. Create topics to attract the attention and hot discussion of public opinion, and create the reputation of brand rejuvenation;

3. Promote product diversification based on the influence of Maotai brand, and directly increase income and profit.

Young people are the main consumer groups in the economy, an important force to promote future consumption upgrading, and also the target consumers that liquor must seize.

Young people prefer soft and refreshing drinks with low alcohol content, pay more attention to a free and personalized lifestyle, and temporarily lack the experience of participating in banquets, business entertainment and other wine scenes.

Liquor with pungent taste and high alcohol content often appears in traditional banquets or business entertainment scenes, and its brand image is more traditional and even rustic. In the past, the marketing focus of liquor brands often focused on middle-aged and elderly customers, ignoring communication with young people, resulting in a large cultural gap between liquor brands and young people.

On June 22nd, 2022, 65438+February 22nd, Ruisi Strategic Positioning Consulting released the Research Report on Young People's Liquor —— China Liquor Category Innovation. The report shows that young people have gradually become the mainstream consumers of domestic wine, and the wine market for young people is as high as 400 billion; However, both white wine and yellow wine are obviously regarded by young people as "the wine drunk by the previous generation", and 4 1% of the respondents will take the initiative to mention that white wine is the wine drunk by their elders and the previous generation when talking about white wine.

On June 5438+1October 10, 2022, the Ministry of Industry and Information Technology publicly solicited the Guiding Opinions on Accelerating the Construction of Modern Light Industry System (Draft for Comment), which mentioned that diversified, fashionable, personalized and low-grade liquor products should be developed for young consumers and foreign consumers.

As a well-deserved leading brand in liquor industry, Maotai is also facing the challenge of brand rejuvenation.

Faced with the question that young people don't drink Maotai now, Ji Keliang, the former chairman of Kweichow Moutai, once said in the program "Military Products Talk" that it is not the right time for young people not to drink Maotai, but they are still playing in their twenties, and children are not sensible and don't know how to drink good wine.

"Life is about quality," Ma Yun once said. "I went to Maotai a few days ago. Many people say that young people nowadays don't drink Maotai, they will drink other wines. I said don't worry, they will still drink after 45 years old, because they have experienced life and death before they can understand wine. French wine is French romance, Swiss wine is Swiss flavor, Shaoxing wine has the taste of Shaoxing wine, and life is full of flavors. "

In the eyes of two big men, it seems that young people will naturally like Maotai as they grow older. Unfortunately, not necessarily.

As a new brand of liquor, Jiang Zeng won the favor of young people with his unique young marketing. Many liquor brands have also launched marketing wars against young people, competing with other brands such as beer, wine, cocktails and whisky for young people's wallets. For a time, the competition in the young group wine and drink market was fierce. If we don't pay attention to the brand marketing of young people, Maotai is likely to lose this market, and even the brand will gradually decline.

Maotai quickly launched brand rejuvenation marketing, and its innovative actions continued.

Digital innovation of channels

In 2022, Maotai took an important step to rejuvenate its brand, digitizing its self-operated sales channels-online self-operated e-commerce platform-"My Maotai" App. Users can purchase Maotai and Wenchuang by themselves on the platform, and they can also redeem points for gifts. 10 days later, Maotai's first ice cream was sold in "My Maotai" to boost APP by going up one flight of stairs.

According to the data of Maotai's 2022 financial report, in 2022, the digital marketing platform of "My Maotai" lived up to expectations, achieving an operating income of118.83 million yuan and a gross profit margin of 95.26%. In 2022, the company's direct sales channel achieved operating income of 49.379 billion yuan, and the proportion of "My Maotai" reached about 1/4.

Secondly, Maotai actively cooperates with traditional e-commerce platforms such as Tmall, JD.COM, Tik Tok, Suning, Wumart and O2O, and continuously expands the use of digital channels to reach young consumers.

Product diversification and innovation

Then, Maotai launched the second part of brand rejuvenation, taking "wine +x" as product diversification and innovation, creating a new trend of consumer goods and occupying the youth market.

1, Maotai ice cream

On May 19, 2022, Maotai officially announced the launch of Maotai ice cream created in strategic cooperation with Mengniu. Guiyang Moutai ice cream flagship store opened for 7 hours, with sales exceeding 200,000, sales exceeding 900, and sold more than 5,000 Maotai ice creams. On the same day, three pre-packaged Maotai ice creams were launched on 17, and all of them were sold out in only 5 1 minute. The sales volume exceeded 40,000, and the sales amount exceeded 2.5 million.

On March 29th, 2023, Maotai Ice Cream &; The launch conference of new Moutai liquor was held in Jie Fangbei, Chongqing. On the same day, Tmall, JD.COM, Tik Tok platform, Maotai Ice Cream, Maotai Snow Mud, Taobao Lin Yilun Live Room, Hunting Baby Live Room, Taoxianda Live Room, Tmall Supermarket Live Room, Multi-cost-effective Subsidized Live Room and Bee Surprise Society Live Room were sold on April 1 day.

Many young people are curious about Maotai ice cream and actively try it. Young people's first cup of Maotai started here.

2. Maotai tea&; Maotai coffee

After the success of the first battle of Maotai ice cream, Maotai continued to carry out product innovation to launch tea and coffee, and opened the youth market with the help of popular tea and coffee categories among young people.

As can be seen from the "My Maotai" app, Guangzhou Maotai Ice Cream Flagship Store has launched a series of coffee products, covering three categories: American, latte and dirty. The label of "53%VOL Maotai Liquor" was added to the coffee, and the product names adopted the styles of "Sweet Juice and Jade Liquid", "Childhood friends" and "Coconut grove Academy".

Maotai Ice Cream Shenzhen Flagship Store launched Xiao Yun Citrus, Pink Ice Room, Light Cheese Xiao Yun and other fruit tea drinks with Maotai, while Maotai Ice Cream Shenyang Flagship Store launched Maotai Bubble Tea, which is only for daily sales ... showing a trend of integration of tea, wine and coffee.

3. Other categories

In addition to ice cream, coffee and tea, Maotai has successively introduced other trendy and fast-moving products to occupy the young people's market, such as moon cakes, fruit tea and chocolate.

Marketing revival and innovation

Maotai actively carries out young marketing. By laying flagship stores and theme pop-up stores, Maotai ice cream is closer to consumers, shooting promotional videos for Maotai ice cream and actively spreading them on social media. Maotai ice cream can often be seen in the live broadcast rooms of platforms such as Taobao, JD.COM and Tik Tok.

Mao Xiaoling, who created an ip image, officially launched the first batch of hand-made works in I Maotai APP, starting with * * * nine thousand nine hundred and ninety-nine, with exclusive collection cards and numbers, which triggered competition among young people. Mao Xiaoling, as a disseminator of Maotai culture, has been frequently exposed on platforms such as Migu, Tik Tok and Xiaohongshu with Maotai ice cream. At one time, his official position could be seen in city landmarks, high-speed rail airports and shopping malls, and his brand exposure rate was about 4.2 billion times.

At the same time, Maotai has also created its own fan festival, with May 29th of each year as "Maotai Ice Cream Festival" and the 29th of each month as "Maotai Ice Cream Member Day". Through a variety of online and offline activities, I hope to have fun with young consumers, let Maotai ice cream link more young consumers, and deliver consumption power for Maotai.

Maotai also "used" the Metauniverse and nft to attract young consumers, and launched the Hurricane Digital World Game app, in which users can complete the brewing task to obtain digital fragments, and use the fragments to synthesize digital collections, in exchange for the right to purchase physical wine. This platform guides users to understand the history and culture, brewing feelings, brewing environment and brewing technology of Moutai, and then guides users to complete the purchase. However, this app has a mixed reputation, because the task is complicated and cumbersome, and it takes a fee to get the chess pieces. Many people question that Maotai is cutting leeks.

With the continuous innovation of products, channels and marketing, Maotai is getting closer to young consumers, but it has not shaken the minds of young customers in essence.

This time, Maotai and Ruixing launched the joint coffee "Sauce Latte", which actually made the existing Maotai coffee known to more users through joint marketing, hoping to directly transform Ruixing users into users of innovative consumer goods and increase their awareness of Maotai's younger brand image.

Judging from the current popularity, it has initially achieved the purpose of increasing exposure, creating topics and attracting attention, but this is only a stopover in the long journey of brand rejuvenation.

There is still a long way to rejuvenate Maotai's brand in the future, and how to truly gain the recognition of young people needs to be explored.