Moutai has another big move? On the evening of September 13, Kweichow Moutai released a meaningful poster on its official WeChat account. The poster read "Melts in the mouth, long aftertaste", "Kweichow Moutai ×?" and "September 16, so stay tuned", implying that after the sauce latte, Moutai will launch another new co-branded product on September 16.
Source: Kweichow Moutai official Weibo
Sino-Singapore Jingwei learned from people familiar with the sales channel that Moutai’s new cooperation partner is the chocolate brand Dove, and the new co-branded product is wine-centered chocolate. It is understood that Moutai and Dove will announce further cooperation progress on the morning of the 14th.
"Mao-flavored chocolate" is here!
It is worth mentioning that just 10 days ago (September 4), Moutai and Luckin jointly launched the "Sauce Flavor Latte", which once detonated offline stores and social media.
Official data released by Luckin Coffee shows that the first-day sales of a single product of sauce latte exceeded 5.42 million cups, and the first-day sales of a single product exceeded 100 million yuan.
Now, the heat of soy sauce latte has not passed yet, “soy flavor chocolate” is coming!
In fact, Moutai has already made plans for wine-filled chocolate. As early as May 29 this year, Ding Xiongjun, chairman of Kweichow Moutai, revealed at the celebration of the first anniversary of the launch of Moutai ice cream that Moutai continued to develop the existing six Moutai ice cream products based on the price ranges of 29 yuan, 39 yuan, 49 yuan, 59 yuan, and 66 yuan.
According to Sino-Singapore Jingwei’s understanding, Moutai and Dove’s joint new products will be launched online, and may be sold offline simultaneously in the future.
On the evening of the 13th, the official account of “Tmall Spokesperson” forwarded the content of the Kweichow Moutai poster above and commented, “Come to my arms quickly.”
Why did you fall in love with co-branding?
With two joint names in less than half a month, what is Moutai’s next move?
Xiao Zhuqing, an independent commentator on the Chinese wine industry, told Sino-Singapore Jingwei that Moutai has successively launched sauce-flavored lattes and wine-filled chocolates, following Moutai ice cream, taking the initiative to approach young consumer groups Another breakthrough, it aims to break the public's stereotype of Moutai and show consumers the other side of Moutai's innovation, vitality and trend. It is an important starting point to cultivate the taste of Moutai among young consumers and promote the youthfulness and fashion of Moutai brand.
"The launch of a series of new products by Moutai will not only dilute the Moutai brand, but also attract more young people to pay attention to, recognize and fall in love with Moutai, cultivate their taste and memory of Moutai flavor, cultivate and tap potential customer groups for Moutai liquor, create invisible capital that can be continuously realized, and expand healthy and sustainable consumption power for Moutai's current and future development." Xiao Zhuqing said.
Previously, Ding Xiongjun had explained the ecological development of Moutai's industry. He said that Moutai's industrial ecology includes vertical and horizontal industrial chains, including the wine field, the food field, and the high-tech field. "They have not deviated from their main business and are going global based on wine and microbial technology."
Jiang Han, a senior researcher at Pangu Think Tank, also mentioned that from a market perspective, Moutai is no longer just a liquor brand, but an IP with strong influence. Maximizing the benefits of Moutai IP has become Moutai’s goal. Whether it is Moutai liquor, ice cream, or coffee, Moutai IP can be used to attract traffic. "Cross-border attempts can increase the exposure and influence of the Moutai brand, and drive more people to know and understand the Moutai brand."
At present, the popularity of sauce latte has also declined sharply after reaching its highest level on September 5. On September 13, the WeChat index of sauce latte fell 25.51% month-on-month.
As for wine-centered chocolate, Zhu Danpeng, vice president of the Guangdong Provincial Food Safety Promotion Association and food industry analyst, said, “When the first wave just came out, the overall sales may not be bad, but the subsequent repurchase rate and sustainability should be It won’t be ideal. ”
As for the pricing issue, Zhu Danpeng predicts that the price of a single piece of wine chocolate may exceed 20 yuan. Under the influence of weight management, nutrition management and other factors, the product may be more of a gift attribute rather than a consumption attribute.
It is reported that Moutai currently has three main businesses: wine industry, wine tourism and health care, and comprehensive finance. On September 13, Ding Xiongjun said at the 2023ESG Global Leaders Conference that the wine industry creates "good wine" value, wine travel and wellness creates "beautiful life" value, and comprehensive finance creates "beautiful link" value. The coordinated development of the three main businesses has built an integrated industrial ecology of "good wine, good life, and beautiful links" for Moutai. Its own value creation capabilities have been continuously enhanced, and it has continued to create "beautiful" value.
Ding Xiongjun introduced that in the wine, tourism and health care segment, Moutai has formed a wine, tourism and health care industry cluster covering cultural scenic spots, museums and other wine, tourism and health care industries. It has developed and launched gourmet products such as Moutai ice cream and sauce latte, and has developed and launched digital platforms such as i Moutai and Xunfeng, constantly leading new ways of life and achieving new value growth.