Zhongxin Finance, May 20 (Zuo Yuqing) After 49 days of trial operation, i Moutai officially launched on May 19, and launched Feitian 53%vol 100ml Kweichow Moutai for the first time, priced at 399 yuan/bottle.
After the related topic rushed to the hot search on Weibo, there were some who were watching and some who complained.
So, without waiting for Feitian 53%vol 500ml Moutai, can the mini version of Feitian Moutai meet the needs of consumers?
340 million people snapped up the mini Feitian Moutai
On average, more than 7 million people participated in the purchase every day, and a total of more than 130 million people and 340 million people participated in the purchase. More than 1.17 million bottles of products, totaling 560.7 tons, were put in. This is the sales result of i Moutai's trial operation as of May 18.
During the period, not only the winning rate of many consumers was almost "one in ten thousand", even Ding Xiongjun, chairman of Kweichow Moutai, also said at the performance briefing meeting that he and the general manager did not win the lottery when they subscribed every day.
Previously, industry insiders told Zhongxin Finance that a small amount of i Moutai during the trial operation was convenient for test management and data collection. With the normal operation of the platform, the supply of various types of Moutai should be gradually increased.
On the 19th, i Moutai launched 100ml Feitian Moutai, priced at 399 yuan/bottle.
Screenshot from i Moutai.
On the 19th, iMoutai also launched an "online sales" model on the basis of the original "enjoyment subscription" for four types of Moutai, including "Feitian 53%vol 100ml Kweichow Moutai, Feitian 43%vol 500ml Kweichow Moutai" , 43%vol 500ml Kweichow Moutai (Wedding Banquet Red), Moutai Prince Liquor (Golden Prince), Moutai Welcome Liquor (Purple) 5 products, priced at 399 yuan, 1099 yuan, 1099 yuan, 338 yuan and 218 yuan respectively Yuan.
Zhongxin Finance noticed that the 100ml mini Moutai suffered a "seckill" on the first day of the official pre-sale. After many people filled in the address, it was displayed that "there are no stores for sale near the current address."
Hunger marketing? Who grabbed the mini Feitian Moutai?
Even so, some "lucky people" posted screenshots of their successful subscription.
The netizen said that the APP still showed that it was not available for purchase at more than 9 o'clock, but it showed that it was in stock at 10 o'clock. One account can buy up to 2 bottles.
In the comments, some people proposed to increase the price of more than 100 yuan for the acquisition.
In this regard, some netizens complained: "I only sell 2 taels of wine, is this doing hunger marketing?" "I bought it for appreciation."
In addition, the price of the mini version of Feitian Moutai has also been questioned. The official price of 100ml Kweichow Moutai is 399 yuan/bottle, while the market guide price of 500ml Feitian Moutai is 1499 yuan/bottle, which is equivalent to an indirect price increase of 33%.
"I don't know if it's selling wine or bottles."
A netizen posted a screenshot of his successful subscription on a social platform.
"The emergence of the mini Moutai has filled the product supply of the market segment." Cai Xuefei, an analyst in the liquor industry, believes that the unit price of the 100ml mini Feitian Moutai is low, which means that the consumption threshold is low. To a certain extent, it can expand the consumption of Moutai. crowd.
At the same time, Mini Moutai is more suitable for self-drinking and other scenarios, which is completely different from the marketability and sociality of 500ml Feitian Moutai.
Cai Xuefei told Zhongxin Finance that Mini Moutai has actually returned to the "drinking" attribute, meeting the rigid needs of C-end buyers.
"At present, the market price of 500ml Feitian Moutai is still high. For many consumers with rigid needs, the demand is limited, and the 100ml Feitian Moutai is meeting the needs of this group."
"Mini Feitian Moutai is more focused on consumption value, and its collection value and investment value are definitely much weaker than normal Feitian Maotai." Cai Xuefei said that Mini Feitian Maotai will not have a direct impact on Feitian Maotai to a certain extent, and there is no competition between the two.
Cross-border selling ice cream to please young people?
It is worth noting that in addition to the launch of the Mini Feitian Moutai, the first Moutai ice cream experience store and flagship store was officially opened on the 19th at the Moutai International Hotel, and is committed to building a high-end ice cream brand.
At present, Moutai has launched two flavors of original Moutai ice cream and vanilla Moutai ice cream, with a tasting price of 39 yuan per serving.
The official announcement is that its ice cream is infused with Sauce Lemon Moutai, which has both sauce and frankincense flavors.
The first Moutai ice cream flagship store.
Screenshot from Kweichow Moutai WeChat public account.
Many netizens jokingly asked: "Is ice cream also 53 degrees?" "Will you get drunk after eating it?"
The seemingly "not doing business" cross-border sales is behind Moutai's attention to young consumer groups.
Moutai officials said that the current mainstream consumer demand in the domestic market reflects the trends of youth, online, personalization, and health, bringing new opportunities and challenges to the traditional consumer goods industry.
Selling ice cream across borders is the first breakthrough for Moutai to break the "stereotype" and take the initiative to approach young consumer groups.
"Moutai's product categories will be more abundant in the future." Cai Xuefei predicts that the launch of youthful cultural and creative products, as well as the improvement of the online i-Moutai direct sales channels and the increase of attention, will play an important role in the positive brand image guidance of Moutai .
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