Yangcheng Evening News financial commentator Qi Yaoqi
Moutai continues to release new products. In addition to ice cream, it has recently launched moon cakes.
According to media reports, a total of 110,000 copies of the two gift boxes of Maotai mooncakes have been sold out, of which the 188 yuan gift box is limited to 80,000 copies, and the 318 yuan gift box is limited to 30,000 copies.
There are many merchants on platforms such as Xianyu and Taobao that show that they are in stock and are not in short supply.
However, there are still social platforms that raise the original price of 318 yuan for the Liuxin mooncake gift box to more than 650 yuan, which has become a peculiar phenomenon.
According to the law of the market, the greater the supply, the more difficult it is to hype at high prices, not to mention how many industrial products are needed.
This year, even the so-called limited edition of the company, everyone knows that it is just an artificial hunger marketing routine.
Because it is impossible for the company to restrain itself, the limited number of 100,000 boxes will no longer be produced.
As long as the profit is still there and the demand is strong, then changing the vest and changing the name can continue until there is a surplus.
The scalper holds the Maotai mooncake in his hand and fantasizes that he can sell it at double the price.
The psychology of this risk-taking game shows that scalpers have great brains, because the consumer group also has people with big hearts.
First of all, as a scarce product, the price of Moutai has been higher than the average level of the liquor market for a long time.
This continues to create stories that reinforce the notion that scarcity must be precious.
From this association, even ice cream and moon cakes that are not scarce will be contaminated with "precious" associations.
This brand premium is not available to every company.
With the help of the national tide, Maotai took the lead in establishing Lenovo and stole the limelight, so if a certain Liangye wanted to imitate it, it would inevitably fall behind, and it was even called Dong Shi Xiao frown.
Secondly, ice cream and moon cakes correspond to the food market, but they are also irrational and non-rigid gift markets.
Therefore, a box of Moutai ice cream sells for more than 100 yuan, and a moon cake sells for nearly 100 yuan, and there are still many followers.
This principle is the same as "you don't buy Moutai yourself".
Even if you don't drink Maotai, but eating Maotai moon cakes and ice cream in the circle of friends does not show personal financial resources, but a superior social relationship.
Now Maotai pushes ice cream and moon cakes, which is more like a way to create popular products.
It opened the way with the popularity of Moutai, which can instantly make people remember and gain a sense of social value.
Whether the taste is superior or not, buying it is a superior marketing strategy and is the dream of many new product launches.
It's just that the rule of the explosion has always been to get up fast, go back fast, and it will be silent soon.
Because innovation is accustomed to, and there is no new product breakthrough, it is easy to be forgotten.
Unless the online celebrity milk tea continues to be new and the frequency is extremely high, it is possible to catch the consumer groups that are wandering at any time and maintain the contagion.
The results of Maotai's efforts in cross-border food should be carefully observed.
Although the brand of Moutai is very loud, there are many young people who do not like Maotai, liquor, and tradition.
If the society thinks that baijiu is unhealthy and famous wine is very profitable, the negative perception will also hurt the derivative products in this name.
The people who touted it and abandoned it are likely to be from the same young age, but at different stages.
Moutai must be both upright and surprising, so that the brand should be premium instead of overdrafting quickly. This is indeed a problem of balance.