Moutai ice cream sold out in less than an hour

  Traditional wine companies intend to move closer to young people?

  Following the opening of the first Maotai ice cream flagship store in Maotai International Hotel for 10 days, on May 29, Maotai opened another ice cream flagship store in Guiyang, and launched 3 pre-packaged ice creams online and offline simultaneously, priced at 59 yuan To 66 yuan, the online delivery fee is 45 yuan per order.

  Many netizens said that Moutai ice cream is more expensive than Haagen-Dazs.

The reporter noticed that in recent years, wine companies have frequently conducted cross-border marketing, and most of the "alcoholic" ice creams on the market are more expensive.

Industry insiders said that under the trend of younger and more diversified consumption, Maotai cross-border or use its own powerful IP to move closer to young consumer groups.

For traditional enterprises, this is also a low-threshold option for expanding the reach of the crowd.

  Text/Guangzhou Daily All Media Reporter Zhao Fangyuan and Tu Duanyu

  Netizen: "Moutai ice cream is more expensive than Haagen-Dazs"

  On May 29, jointly produced by Moutai and Mengniu, three types of Moutai ice cream produced by Mengniu's Ma'anshan factory were first listed in Guiyang, and at the same time, i Moutai was launched.

It is reported that the three kinds of Moutai ice cream (prepackaged food) include green plum boiled wine flavor 78g/cup, classic original flavor 75g/cup and vanilla flavor 75g/cup, each priced at 59 yuan, 66 yuan, and 66 yuan respectively.

  Taking the classic original flavor as an example, according to the product description, it is a full-fat ice cream jointly launched by Maotai and Mengniu. Fresh milk accounts for more than 45%, and more than 20% of whipped cream is added. The milk fat content of the product is more than 8%, and the content of Kweichow Moutai liquor at 2%.

In the "Alcohol-containing reminder" column, it is stated that minors, pregnant women, and people allergic to alcohol should not use it, and drivers should use it with caution.

  In addition to offline sales, the above three Moutai ice creams are sold online on the Moutai digital marketing platform "i Moutai" App.

The reporter logged on the "i Maotai" App sales page and saw that "3-hour instant delivery" currently only supports delivery in Baiyun District, Guanshanhu District, Yunyan District, Nanming District and Wudang District of Guiyang City, and each order needs to be paid 45 yuan Shipping fee.

  Many netizens complained that "Moutai ice cream is more expensive than Haagen-Dazs".

The reporter learned from the Haagen-Dazs flagship store of an e-commerce platform that the current price of a vanilla-flavored 81g/cup ice cream is 43 yuan, and the "61 Carnival" is 39 yuan, and you can enjoy a 50 discount for every 300 yuan across the store. Dollar discount.

  According to the official data disclosed by Moutai, Guiyang Moutai Ice Cream Flagship Store opened for sale for 7 hours, sales exceeded 200,000 yuan, sales exceeded 900 orders, more than 4,500 pre-made Moutai ice creams were sold, and more than 800 existing Moutai ice creams were sold. There are more than 5,000 ice creams, with an average of 2 people per minute, almost reaching full capacity.

  At 5:00 p.m. on May 29, Moutai ice cream was launched on the i Moutai app. It was sold out within 51 minutes of going online. The number of sales exceeded 40,000, and the sales amount exceeded 2.5 million yuan.

  It is understood that after the debut in Guiyang, Moutai Ice Cream will also be unveiled in seven central cities including Nanjing, Hangzhou, Changsha, Guangzhou, Shenzhen, Wuhan and Xi'an, and i-Moutai will also launch online sales simultaneously.

  "Moutai ice cream has alcohol content, so it is not sold to minors, and it is recommended not to drive after eating." Xue Jianhua, head of the Moutai ice cream research and development team and general manager of Moutai International Hotel, responded to the outside world.

  The drunkard's intention is ice cream or wine, the market outlook remains to be seen

  In fact, as early as 2019, Luzhou Laojiao and Zhong Xuegao launched a joint series; in 2020, the latter cooperated with Martell to launch the "degree" brandy ice cream; There are also many ice creams with rum flavors, and most of them are high-end products with prices close to or even more than ten yuan.

  "From the perspective of drainage, both Maotai and Mengniu may be the winners." According to Zhu Danpeng, an analyst in China's food industry, under the trend of younger and diversified consumption, Maotai crosses borders or uses its own powerful IP to target young consumers. move closer.

He told the Guangzhou Daily All Media reporter: "If traditional companies want to rejuvenate their brands in the future, they must be close to young people and meet their needs. From this point of view, it is not difficult to see that Moutai has a certain forward-looking layout in the ice cream business." Whether alcohol content can cause "drink driving" problems, Zhu Danpeng said: "Unless you eat a lot at one time."

  He said that, in fact, the core needs of young consumer groups have become an area for investment in the industry, and milk tea, coffee, ice cream, etc. are all categories that young people actively participate in and consume frequently.

In addition to high consumption frequency, ice cream, coffee, milk tea also have the characteristics of relatively low unit price. For traditional enterprises, this is also a low-threshold choice for expanding the reach of the population.

  Some industry observers believe that the ice cream industry is very seasonal. Moutai Group is currently in a state of entrusted production and does not own an ice cream production line.

It remains to be seen whether Moutai Group develops an ice cream chain directly or as a franchise.

Keywords: