Moutai ice cream is popular all over the Internet, and some homemade Moutai ice cream merchants are also seizing the market.
First Financial reporter recently tested several ice cream shops that added Moutai liquor by themselves, and found that the price of homemade Moutai ice cream is more expensive than the original Moutai ice cream, with a unit price of up to 80 yuan, and there are many customers in the store. Although the high-priced Moutai ice cream is considered by many consumers as a "gimmick" and unreasonable pricing, merchants still make such a strategy. And not only Moutai, but also various other consumer categories are eyeing the ice cream track.
Why do wine companies prefer ice cream
Moutai ice cream costs about 60 yuan per one, which is divided into three flavors. Since it is not available nationwide, online purchasing agents appeared. According to the previous personal test by a reporter from the First Financial Daily, the purchasing agent fee is about 200 yuan.
costs almost 260 yuan to buy a Moutai ice cream, and it is not in stock yet, so it has to be delivered from another place, which discourages many consumers. But merchants will not stop there, precisely because of the high price and difficulty in buying Moutai ice cream that has given ice cream operators business opportunities.
First Financial reporter found several ice cream stores in Shanghai. In these stores, the stores all have Maotai liquor and then put up the sign of homemade Maotai ice cream, allowing consumers to buy Maotai ice cream that does not require purchasing fees. A reporter from the First Financial Daily saw in one of the stores that there was a billboard "Feitian Moutai Ice Cream" hanging in front of the store, and various wines were placed in the store. In the most conspicuous position was the "Feitian Moutai" chocolate ice cream with a small Moutai bottle, and there was also whiskey ice cream next to it. The wine content was 2.3%, and the price was basically 49 yuan per person. The reporter bought one, which tasted similar to , wine heart chocolate , and there were quite a few customers in the store.
Then the First Financial reporter came to an Italian handmade ice cream store. The store sold a variety of ice creams, and the single price was generally 30 yuan, but there was a Moutai ice cream, which was as high as 80 yuan per single price, which exceeded the original Moutai ice cream for about 60 yuan and another Seji ice cream for more than 70 yuan. The counter of the store is filled with Moutai bottles. The clerk told the First Financial reporter that the Moutai ice cream launched by the store currently only has chocolate flavor, and the ice cream and Moutai liquor are mixed. The reporter personally tested one. The taste of Moutai ice cream in the above-mentioned store is similar to the taste of wine-heart chocolate.
Both the above stores said that they have been launching Moutai ice cream for a while and have been selling it.
At 9:00 am on July 23, the "i Moutai " App announced the opening of online purchase of Moutai ice cream in Beijing and Shanghai. Driven by trying out Curiosity , as of 6:00 pm that day, more than 20,000 cups of Moutai ice cream were sold online in Beijing and Shanghai, with sales exceeding 1.3 million yuan. Driven by such huge profits, it is no wonder that some merchants have launched homemade Moutai ice cream.
Observe the market and find that it is not surprising that Moutai has become popular with ice cream. In recent years, liquor companies have also preferred to cooperate with ice cream. In addition to Moutai ice cream, Jiang Xiaobai , Wuliangye , Luzhou Laojiao , etc. have all launched ice cream products, including some imported wine brands such as Martell , Seji, etc., which have also joined the ice cream craze. However, the reporter learned that the purpose of these alcoholic companies launching related ice cream products is not to increase revenue by ice cream.
Jiang Xiaobai once cooperated with Mengniu to launch the Jiang Xiaobai flavored ice cream. The product "I'm done, you change" Slogan made it once a celebrity product in convenience stores and high-end supermarkets.
Jiang Xiaobai responded to the First Financial reporter today that the reason for launching white wine ice cream products is, on the one hand, considering that summer itself is the off-season for liquor consumption, but it is the peak season for ice cream sales. Therefore, it is hoped that by combining it with ice cream products, the liquor products can establish more interactive contact with consumers; on the other hand, Jiang Xiaobai is an innovative liquor brand, and the fragrance of fresh sorghum wine itself will not overestimate the main points, so Jiang Xiaobai also hopes that his sorghum wine can attempt to innovate combinations in more categories.It is understood that the cooperation between Jiang Xiaobai and Mengniu hit it off. The R&D engineers of both parties quickly came up with a R&D plan and determined that the ice cream contains Jiang Xiaobai sorghum wine content of 0.4%, but as for how much revenue the ice cream can bring on the book, I didn't actually care at that time.
First Financial reporter noticed that the cooperation between most wine companies and ice cream is a short-term behavior and has not formed a continuous business. An insider of an ice cream company revealed that the cooperation between the two parties is generally a customized model, that is, the company orders a batch of ice cream products from the ice cream company. If the company does not agree, the ice cream company cannot continue to produce and does not have the right to sell the product.
In the industry's view, the reason why liquor likes to cooperate with ice cream is more to achieve the goal of rejuvenating the brand.
The liquor industry has been growing steadily in recent years, but it is facing the problem of becoming younger. The traditional wine table culture and spicy taste have made many young people lack a good impression of liquor products. How to attract young consumers and establish brand awareness among young consumers has become a topic, and the ice cream that young people like has undoubtedly become a tool for brand rejuvenation.
Vice President of Guangdong Food Safety Promotion Association Zhu Danpeng analyzed that Moutai ice cream is an important attempt to achieve brand rejuvenation by Kweichow Moutai . Ice cream is a category that is loved by the new generation and young consumers, and has good room for development in recent years.
Shanghai Yimin Food Factory No. 1 marketing director Zhu Yexiang told the First Financial reporter that in recent years, many brands are willing to jointly launch ice cream products with ice cream companies, and they think more from the perspective of users. On the one hand, they promote brand sinking through ice cream and contact more consumers; on the other hand, brands also hope to use high-frequency consumer products such as ice cream to understand the consumption preferences and changing trends of young consumers.
Cross-border social attributes and breaking the circle
At present, whether it is a traditional well-known brand or a new consumer brand, it has conducted cross-border joint cooperation with some ice cream brands.
Heytea has launched Wuliangye ice cream, Zhong Xuegao has jointly launched the "Small Ice Cream" with Luzhou Laojiao, and Wufangzhai has also cooperated with Zhong Xuegao to launch a series of rice dumpling-style ice cream. KFC and OATLY have jointly launched oat ice cream and co-branded popsicles with Madier. and Luxue , a brand under Luxue , have jointly launched a new product of Treasure Milk Tea flavors.
If it is common to say that the collaboration between food companies and ice cream brands is common, what is more interesting is that car companies are also "playing around" ice cream. Porsche and Chicago ice cream brand Pretty Cool Ice Cream jointly launched a limited-edge crispy chocolate ice cream. Wuling Auto also previously launched Hongguang MINIEV macaron ice cream.
Why are all brands eyeing ice cream? In fact, the social attributes of ice cream have brought brands closer to young consumers in the process of co-branding with ice cream, and it is not that these companies really want to make a profit by selling ice cream.
An employee of a new consumer company that has been jointly established with Haagen-Dazs told the First Financial reporter: "In fact, choosing a joint brand with ice cream is related to our tone. I hope that the joint brand of ice cream can break the circle from the fast-moving consumer goods level. However, due to the share mechanism, there is no need to consider sales. Generally, authorized cooperation, our fast-moving consumer goods will only take an IP, and they will care more about sales unless there is a sales share." Bai Wenxi, chief economist of
IPG, analyzed that ice cream is a fast-moving consumer goods with high frequency and attention in summer, and it is also a good eye-catching point for various fashion products or cross-category summer promotions. This is the main purpose and demand of various companies to use the ice cream category for joint marketing. For marketing, the ice cream category has the advantages of low cost and high attention, which can easily form a focus and improve marketing promotion effect. In this regard, it is indeed to capture the eyes of young consumers. Therefore, most companies do not sell joint ice cream for profit.The marketing effect of most co-branded products should be good, achieving the expected goals, otherwise there would not be so many, and more and more categories will be co-branded ice cream.
not only benefited from the cooperation with ice cream, but also the ice cream brand has benefited from the cooperation. Financial science popularization writer Xie Zongbo believes that for new brands like Zhong Xuegao, they have also improved their tone through the endorsement of traditional well-known brands, and have also strengthened their diversified product lines and promoted sales. The short-term cross-border is not mainly for profit, but the greater role is marketing. If such cross-border marketing can make people shine and even create the desire to try, then it is a successful cross-border collaboration.
In addition to the high frequency of consumption and high attention in summer, the social attributes of ice cream are also the reason why it attracts many brands. Take cultural and creative ice cream for example. Scenic spots such as Baotuquan , Shenyang Forbidden City , Yuyuantan , Beijing Temple of Heaven , Sichuan Leshan Giant Buddha, Xi'an Terracotta Warriors and other scenic spots have launched cultural and creative ice cream. Visitors bought it and took photos and posted it on WeChat Moments. The social attributes of ice cream were fully utilized, and the scenic spots also took the opportunity to harvest a wave of exposure. Zhu Yue, partner of
CIC Zhushi Consulting, said that the ice cream product itself is an inclusive and expressive carrier. Ice cream has a very wide penetration, brings high exposure, and comes with a massive consumer group; ice cream can expand the brand's influence among young people; ice cream has both taste and visual expression. Ice cream itself is a food, and its flavors are diverse, meaning that any food can perfectly blend its unique flavor into ice cream; ice cream is a solid product with extremely strong plasticity, and the shape of the ice cream can show the unique shape of any other product.
In Zhu Yexiang's view, the scenes of young people consuming ice cream are very different from those a few years ago. They have changed from simply relieving the heat to -oriented consumption of , such as taste and health. Moreover, young consumers are more willing to share after getting the experience. Therefore, I believe that more joint ice cream products will appear in the market in the future.
