Maotai Urgent Declaration!
Maotai and Defu jointly launched Maoxiaoling Liquor Heart Chocolate, which opened its after-sales service on September 16th and quickly sold out on the online platform. At present, this co branded chocolate needs to be purchased on time in channels such as Defu Tmall flagship store and Tmall supermarket, and is shipped within 7 days after payment.
Online official channels are hard to find, while unofficial channels have already started scalpers.
On September 18th, the reporter noticed that in unofficial stores on platforms such as JD.com, Pinduoduo, and Xianyu, the price of Maoxiaoling liquor heart chocolate was hyped up, with increases ranging from 70% to 150%.
In the morning of September 19, in view of the recent situation that Mao Xiaoling's liqueur chocolate has been sold out since it was launched in multiple channels, the WeChat official account of Moutai International Hotel said that it would resolutely resist the behavior of some businesses to sell Mao Xiaoling's liqueur chocolate at a higher price. Consumers should spend rationally and buy it from the official channels. In order to maximize everyone's consumption experience and drinking experience, Maoxiaoling liquor heart chocolate has been urgently produced and will be restocked in various channels in the near future.
Stir fry 2 pieces of size to nearly 100 yuan
The reporter saw on a certain platform that two pieces of Maoxiaoling Sugar reducing Wine Heart Chocolate are priced at 98 yuan in one store, which is nearly 150% higher than the official price of 39 yuan/box. At this price, the price of a sugar reducing cocktail chocolate is 49 yuan.
Although the price is expensive, there are still consumers willing to pay for it. The store page shows that "33 pieces have been assembled".
A similar situation has also occurred on JD.com, with a premium of around 70% for two Mou Xiaoling liquor heart chocolates in unofficial stores.
On unofficial channels on JD.com, Maoxiaoling chocolate is being sold at an extra price
On the second-hand platform Xianyu, in addition to some people wanting to resell their purchased liquor and chocolate at a high price, there are also people who have started a proxy auction business, with proxy auction fees ranging from 18 to 58 yuan.
Some netizens resold and bought Maoxiaoling liquor heart chocolate at a high price on second-hand platforms
"It's harder to buy tickets than Jay Chou's concert" "Who on earth stole them"... The situation of Mao Xiaoling's alcoholic chocolates being sold out immediately caused many netizens to "roast" on the social platform, even being questioned by netizens as "hunger marketing".
Xiao Zhuqing, an independent commentator for the Chinese liquor industry, believes that there are two key points in consumer product marketing: first, channels are willing to sell, and second, consumers are willing to buy. The supply-demand situation formed by controlling the quantity can ensure that there are people willing to sell and also people willing to buy, thereby promoting the popularity of joint products and expanding the scale of the entire market.
According to the reporter's understanding, currently, Maoxiaoling liquor heart chocolate has been sold out through offline channels such as Maotai Ice Cream Shenzhen flagship store. The staff of Maotai Ice Cream flagship store in Shenzhen told reporters that they will continue to restock in the future, but the delivery time is still uncertain.
In channels such as Defu Tmall flagship store and Tmall supermarket, Maoxiaoling liquor heart chocolate needs to be purchased on the spot. Regarding the incident of the co branded chocolate being sold out, Defu previously stated on its official Weibo account that it is working overtime to produce it. "Defu and Maotai have reached a long-term cooperation, and Maoxiaoling Wine Heart Chocolate will always be by everyone's side."
Xiao Zhuqing believes that Maotai has its own set of business wisdom in controlling quantity and ensuring price. From the sales situation of liquor chocolate, Maotai has integrated this wisdom into cross-border cooperation, allowing partners to also benefit from it. "Moutai and Defu's joint chocolate brand may continue to maintain its management wisdom of controlling quantity and ensuring price, while ensuring profitable channels and extending the product's lifecycle."
The development of "+Maotai" peripheral products has come to an end
After gaining popularity with its sauce flavored latte and liqueur chocolate, Maotai recently announced that the development of "+Maotai" peripheral products has come to an end.
On September 16th, at the launch ceremony of the new product of Maoxiaoling liquor heart chocolate, Chairman Ding Xiongjun of Maotai Group stated that Maotai, focusing on the collision and fusion of "fine wine+food" and taste experience, has cooperated with the most influential state-owned enterprises, private enterprises, and foreign enterprises in the industry with an open and inclusive attitude, and completed the product matrix ecological layout of "drinking, eating, tasting, drinking, and bringing", that is, drinking Maotai liquor, eating Maotai banquets, tasting Maotai ice cream, drinking sauce flavored lattes, and bringing liquor heart chocolate.
Ding Xiongjun mentioned that with the launch of Maoxiaoling liquor heart chocolate, the "+Maotai" series has come to an end.
However, Ding Xiongjun also stated that as a traditional Chinese brand enterprise, Maotai must always be young and enhance its vitality. It must embrace the younger generation, adhere to internationalization, and promote Chinese brands and culture to better go global.
According to Ding Xiongjun, in the next two months, a number of alcoholic products such as Laimao, Guizhou Daqu, Hanjiang Inheritance, and Maotai 1935 will also be revitalized and launched.
