"The price of 'Classic Original Flavor * 12 cups' is 2,253 yuan, SF Express cold shipping, fast delivery." On an e-commerce platform, Moutai ice cream sales information like this is all over the screen. Compared with the official price of 66 yuan/cup The selling price is about 188 yuan/cup, which is equivalent to a 2-fold increase.
Since its official launch on May 19, Moutai ice cream with its own "halo" has attracted countless attention. As a full-milk fat ice cream jointly launched by Moutai and Mengniu , it includes three types: classic original flavor 75g (66 yuan/cup), green plum boiled wine flavor 78g (59 yuan/cup), and vanilla flavor 75g (66 yuan/cup). The content ratios of and in Moutai are 2%, 1.6% and 2% respectively.
According to many people in the industry, the launch of ice cream is Moutai's first breakthrough in actively approaching young consumer groups. It is intended to break the past public stereotype of Moutai's products as traditional, stable and business-like, and to show Moutai's innovation, vitality and fashion to consumers. the other side of.
Because it has a "light flavor of Moutai", Moutai ice cream has whetted the "appetite" of many people. Many consumers bluntly said: "If you can't buy Moutai, it's okay to buy ice cream to experience it."
According to data released by "i Moutai ", sales of Moutai ice cream have continued to be booming since its release, with daily sales exceeding one million yuan. Taking the sales data on June 29 as an example, Moutai ice cream sales exceeded 1.7 million yuan that day, and a total of more than 27,000 cups of prepackaged ice cream were sold. i Moutai's two flagship stores in Xi'an and Nanjing, which were just launched that day, sold a total of 1.28 million yuan online and offline, and sold more than 20,000 cups in total.
Is there Moutai in "Moutai Ice Cream"? Since Moutai Group launched "Moutai Ice Cream", it has been a soul copy.
On-site consumers joked that the first sip of Moutai in life is not necessarily wine, but may also be ice cream.
Merchants also seriously reminded that Moutai ice cream products contain a small amount of alcohol. Minors, pregnant women, and people with alcohol allergies should not eat it. Drivers should be careful.
"'Classic Original Flavor However, it should be noted that compared with the official selling price of 66 yuan/cup, the package price of the above-mentioned e-commerce platform is equivalent to 188 yuan/cup, which is a premium of nearly 2 times.
In this regard, industry insiders believe that the launch of Moutai ice cream is Moutai's first breakthrough in actively approaching young consumer groups. It is intended to break the past public stereotype of Moutai products as "traditional, stable, and business-oriented" and use fashionable and youthful ice cream forms. Show consumers the other side of Moutai's "innovation, vitality and fashion". In the current market context of
, it is really not difficult to find a beautiful reason for the birth of something. Especially for companies that pay great attention to public relations and , it is not difficult. When the company launches new products, it will carry out various packaging and do the maximum promotion. Even if it is something that has no hype value, as long as you dare to speculate and want to speculate, you can speculate on huge value. However, whether the ice cream launched by Moutai has such hype value, and whether it will make Moutai more innovative and fashionable, we can only smile or take a look first. I am even worried that some people will ask: Should Moutai use this as a bargaining chip to apply for academicianship to Moutai chief engineer again?
It is reported that up to now, Moutai ice cream has opened 4 offline flagship stores in Renhuai Moutai International Hotel in Zunyi, Guizhou, Guiyang, Nanjing, and Xi'an. Users in Guizhou, Jiangsu, and Shaanxi provinces can purchase it on the "i Moutai" APP Purchase, cold chain delivery. On July 9, five Moutai ice cream flagship stores in Hangzhou, Shenzhen, Guangzhou, Wuhan, and Changsha will also open. By then, Moutai ice cream's offline channels will be expanded to nine flagship stores; in addition, "i Moutai" will also be the current flagship store. The only official online channel, Moutai ice cream is sold simultaneously in four provinces including Zhejiang, Guangdong, Hubei and Hunan.
