Maotai has another big move! "Maoxiaoke" comes in plain text | Trademark | Maoxiang Spicy Sauce
"We are confident that the revenue will reach the target of 15% growth in 2023." This is the performance guidance made by Kweichow Moutai at the 2022 General Meeting of Shareholders.
Where does confidence come from? In recent years, Moutai Group has fully implemented the new development concept and deeply implemented the innovation driven development strategy. In addition to building industry phenomenal App i Moutai and doing a good job in digital marketing, it has also been trying to expand new areas in the "Baijiu+", trying to open the business map in the field of food and beverage.
The reporter learned from Tianyancha that recently, Maotai Group applied to register a "Maoxiaojia" trademark, which is classified as convenient food internationally. The current trademark status is under application. In early July, Maotai Group also applied for trademarks such as "Maoxiang Spicy" and "Maoxiao Pepper", with the international classification of the trademarks being Class 30- Convenient Food.
Accelerate diversified layout
Ding Xiongjun, Chairman of Maotai Group, once proposed the five line development strategy of Maotai, which includes blue, green, white, purple, and red as the target blueprint, green development, technological innovation, cultural empowerment, and environmental protection and safety.
Among them, the blue line focuses on growth, creating a beautiful industrial ecology, product ecology, and channel ecology around the industrial chain, industrial breadth, product belt, price belt, etc. It is reported that the product ecology points to the product system and price system of Kweichow Moutai; The channel ecology points to a diversified channel layout, maintaining the best balance point among various channels, including distributors. The industrial ecology includes both the industrial chain and the industrial scope. The industrial chain is a self controlled chain that has already been formed in Maotai, including supply, production, and sales; The industrial scope refers to Maotai's recent thoughts on expanding its industrial scope and exploring more peripheral products.
Recently, Maotai Group has applied to register trademarks such as "Maoxiang Spicy", "Maoxiaojiao", and "Maoxiaojia", in an attempt to expand its business landscape in the food and beverage related sub sectors and achieve diversified development. The reporter noticed that Maotai has added multiple graphic and textual trademark registration applications for "Maoxiaoling", "iMaotai", and "Bingchun Zhiai" since 2022. The registration application for pure text products such as "Bing Chun Zhi Ai" has been approved, and the registration application for pure text products such as "Mao Xiaoling" and "i Maotai" is in the initial review stage.
As the largest group type leading enterprise in the domestic Baijiu industry, Moutai Group previously launched Moutai moon cake, Moutai ice cream, etc., which caused a sensation in the industry. On May 29th, at the event of the first anniversary celebration of Maotai Ice Cream, Ding Xiongjun, Chairman of Maotai Group, publicly announced the transcript of the first anniversary of Maotai Ice Cream's launch.
It is reported that when Maotai ice cream was first released, it became popular overnight. On May 29, 2022, all three pre packaged Maotai ice creams were sold out within one hour of "i Maotai", with a sales quantity of over 40000 and a sales amount of over 2.5 million yuan; The offline flagship store has created a sales myth of receiving an average of 2 people per minute and selling over 5000 ice creams within 7 hours. As of now, the cumulative sales of Maotai ice cream have reached nearly ten million cups.
Moutai ice cream is popular in the terminal market, which is reflected in the rapid growth of other business income in Kweichow Moutai annual report. In 2022, Kweichow Moutai will achieve other business income of 328 million yuan, an increase of nearly 200 million yuan compared with 131 million yuan in 2021. Previously, Kweichow Moutai predicted that the ice cream business could achieve a revenue of 262 million yuan in 2022.
With the successful marketing experience of Maotai ice cream, Maotai has been constantly testing water around "Baijiu+". In early June this year, Maotai Coffee was launched at Maotai Ice Cream flagship store and attracted a lot of consumer attention. Subsequently, Maotai Group urgently responded by stating that coffee containing Maotai liquor was not a new cross-border product launched by the company, but rather a spontaneous action of its stores.
During the 2023 strategic seminar, Li Jingren of Maotai Group pointed out that Maotai will adhere to the three main businesses of "liquor industry, cultural tourism and health care, and comprehensive finance", rely on modern science and technology, actively explore new fields and tracks, and continuously expand the width of Maotai's industry.
Billion layout industry fund
In addition to tapping into the potential of the Maotai brand, Maotai Group will invest billions to establish two industry funds to invest in the current popular technology field, which also reveals a signal of diversified development.
On May 18 this year, Kweichow Moutai announced that it would contribute 10 billion yuan to establish two industrial funds, namely Zhaohua Fund and Goldstone Fund. The total subscribed scale of both funds was 5.51 billion yuan. For these two funds, Moutai paid in 2 billion yuan in the first phase.
Specifically, the GPs of Jinshi Fund are Jinshi Investment and Maotai Private Equity Fund under Maotai Group, with proposed investment amounts of 500 million yuan and 10 million yuan respectively. At the same time, Maotai has chosen the strong Jinshi Investment in the management institution of this fund. According to the investment community, Jinshi Investment has managed a total asset size of over 230 billion yuan, invested in over 560 projects, and has withdrawn over 220 projects.
The partners of Zhaohua Fund also have a considerable background. In addition to Maotai, which intends to invest 5 billion yuan, there are also Nantong Zhaohua Investment Partnership, which plans to invest 483 million yuan in investment capital and 7 million yuan in investment. At the same time, Maotai Private Equity Fund Management Co., Ltd. under Maotai and Shenzhen China Merchants Guoxie No.2 Equity Investment Fund Management Co., Ltd. under China Merchants Capital each contributed 10 million yuan.
According to the official website of China Merchants Capital, as of the end of 2022, the total assets under management of China Merchants Capital exceeded 300 billion yuan, and 25 fund management companies have been established.
Behind Maotai's large investment is the company's substantial cash flow. At the end of 2020-2022, the balance of cash and cash equivalents in Kweichow Moutai will be 146.741 billion yuan, 178.641 billion yuan and 152.379 billion yuan respectively.
Ding Xiongjun pointed out that the management of the company is more concerned about the effectiveness and risks of fund investment than the majority of small and medium-sized shareholders. Kweichow Moutai has always followed the principles of value creativity, legality and compliance, feasibility, stability and market-oriented operation. This is the first time the company has attempted to establish a fund, and the selection of partners is very cautious. In addition, the initial paid up ratio has been reduced, which reduces risks while fully trusting the manager.
