What is the reason behind it?, Moutai, which is not worried about selling, is eager to break through the market

🔹 Kweichow Moutai and Ruixing Coffee jointly launched the Maotai Latte. The waste heat has not dissipated, and the official micro blog of Moutai announced the "new love" - the joint brand of rum chocolate was launched with Dove Chocolate on September 16.

From Maotai ice cream to sauce flavored lattes, to liqueur chocolate, and even "Maotai mooncakes," Maotai seems to be going further and further on the path of "neglecting one's duties.".

Feitian Maotai was once hard to find, and in the public's eyes, it was not a worry to sell. Why do we frequently collaborate and rush to break through the circle? Some analysts said that the reason behind the Moutai move was that young people's demand for Baijiu was reduced.

Frequent emergence of new products, Maotai joint acceleration

On September 4th, Maotai and Luckin Coffee jointly launched a sauce flavored latte, sparking a craze. Some consumers claim that it has a taste of "childhood drink chocolate". The residual heat of sauce flavored coffee has not dissipated, and Maotai is launching a new product called "Heart of Wine Chocolate" at a clever time.

This co branded cocktail chocolate was officially released on September 16th. On the Maotai ice cream mini program, a few days ago, some stores were able to see product information related to liquor heart chocolate: the Maoxiaoling liquor heart chocolate gift box series includes classic liquor heart chocolate gift boxes in sets of 2, 6, and 12, with each box priced at 35 yuan, 99 yuan, and 169 yuan respectively; The sugar reducing cocktail chocolate gift box comes in packs of 2, 6, and 12, with prices of 39 yuan, 109 yuan, and 179 yuan per box, respectively. After the price of alcoholic chocolate was exposed, some netizens expressed that it was "okay, cheaper than ice cream", while others commented that "two chocolates cost 35 yuan, which is outrageously expensive.".

In fact, the introduction of alcoholic beverages and chocolate was not a sudden trend. At the one-year anniversary celebration of Maotai Ice Cream on May 29th this year, Ding Xiongjun, Chairman of Maotai Group, revealed that Maotai will increase its research and development of liquor chocolate, alcoholic beverages, stick sticks, soft ice, etc., and establish a product matrix with different types, prices, and distinctive features.

For the joint launch of the liquor heart chocolate, liquor analyst Cai Xuefei analyzed that Maotai may want to continue the popularity of the sauce flavored latte and increase its exposure. At the same time, as the "Double Festival" of Mid-Autumn Festival and National Day is approaching, the chocolate gift box launched this time is also its move to open the gift market.

Is the eagerness for change a concern for the unknown future market?

Maotai has always been regarded as a "luxury" in Baijiu, and the purchase of Feitian Moutai requires appointment and rush purchase. From the Maotai ice cream launched last year, to this year's sauce flavored coffee and liquor chocolate, the frequent popularity of co branded products can be felt behind the urgent demand for Maotai's innovation.

Analysis suggests that this actually reflects Maotai's concerns about the future market. Zhang Yi, the chief analyst of Ai Media Consulting, made an analysis of China News Service's direct bus service. On the one hand, today's Baijiu is far more socially valuable than its edible value, and high-end Baijiu is more of a status symbol. Since the second half of last year, especially this year, new and old Baijiu brands such as Fenjiu, Yanghe, and Mengzhilan have all launched Baijiu with a price of more than 1000 yuan. The "1.5 unique" situation in the high-end Baijiu market has been broken. As the "luxury goods in luxury goods" in the Baijiu industry, Maotai's identity is being challenged, and Maotai is facing huge competitive pressure.

On the other hand, the current young people, especially the "post-95s" and "post-00s" generation, have reduced their demand for Baijiu due to their increased demand for health and their aversion to the wine table culture. At the same time, the entertainment modes of young consumers are more diversified, unlike their parents, who use KTV with Baijiu as the main entertainment mode.

As the competition in high-end Baijiu market intensifies and the future consumer market is not clear, Moutai has chosen to break the circle frequently to cultivate a young consumer market.

When launching ice cream in Maotai, Ding Xiongjun also stated that Maotai ice cream is not a simple consumer product, but a strategic product. It is an important lever to cultivate the Maotai sauce flavor of young consumers, promote the youthfulness and fashion of the Maotai brand, and seize the future of Maotai by capturing young people.

A forward-looking layout for cultivating potential customers

Whether it's co branded ice cream, sauce flavored coffee, or liquor chocolate, young people are the main consumer group targeted by Maotai.

Zhu Danpeng, Vice President of Guangdong Food Safety Promotion Association and Food Industry Analyst, told China News Service Guoshi Direct that from a drainage perspective, Maotai, Mengniu, Ruixing, and Defu are all big winners. Under the trend of younger and more diversified consumption, Maotai is crossing boundaries or using its strong IP to approach young consumer groups. In order for traditional enterprises to achieve brand youthfulness in the future, they need to be close to young people and meet their needs. It is not difficult to see from this that Maotai's layout in ice cream, coffee, and chocolate businesses has a certain foresight.

Cai Xuefei also believes that Maotai's consumption structure is relatively single, and the launch of co branded new products such as coffee and chocolate is also Maotai's search for new growth points and diversification attempts.

As for whether Maotai can cultivate the young market through joint branding, Zhang Yi believes that the current joint branding launched by Maotai can be seen as expanding its visibility among young people and cultivating potential consumer groups.

Is opening up the international market through joint efforts a clever trick?

When the demand for Baijiu in the domestic market is reduced, Wuliangye and Yanghe are all trying to open the international market. In July, the first stop of Wuliangye's "Harmony Global Tour" kicked off in Paris, France; In the same month, Yanghe Group held a launch event for its new product in Europe in Paris.

The joint venture between Maotai and Defu is also seen as a re layout of the international market. Cai Xuefei pointed out that due to cultural differences, taste differences and other reasons, it has always been difficult to implement Chinese Baijiu overseas. Therefore, this collaboration between Maotai and Defu may be aimed at leveraging Defu to open up international sales channels.

Zhu Danpeng further explained that because Dove has a certain popularity in the world, especially in Asia and North America, Moutai wants to use Dove's international flavor to promote Baijiu to the international market.

However, it is not easy to expand the sales scale of Baijiu overseas. Zhang Yi pointed out that at present, overseas consumers of Chinese Baijiu are still Chinese, but there is no consumption scene and culture of Baijiu abroad, and half of the more than 60 million Chinese are women. Therefore, the demand for Baijiu by overseas Chinese is not high. As for foreigners, due to differences in culture, habits and Baijiu taste, it is difficult to obtain their high recognition of Baijiu.

Is Maotai's joint efforts to open up the international market a clever move? Cai Xuefei believes that the internationalization of Chinese Baijiu is an inevitable process for Baijiu. As the "name card" of Baijiu, Moutai can promote Baijiu flavor to a certain extent by entering the foreign market with the help of international capital and innovative products.