Leveraging the opportunity of ice cream to impress young people，This trick won’t work in Beijing？

188bet online sports betting Data display，The same day as the Moutai Ice Cream Beijing flagship store was opened in Shanghai、Zunyi、Qingdao、Moutai ice cream flagship stores in four cities in Harbin。

But Moutai ice cream is popular on social media，As well as the "ldquo" mentioned by various media when the Moutai ice cream flagship stores opened in various places.;Long queue”different，Beijing Moutai Ice Cream Shop opened on August 29There were no crowds or crowds of people coming.

A little after nine o'clock in the morning on August 29th，Ran Ciyuan arrived at Beijing Chaoyang Joy City where the Beijing Moutai ice cream flagship store is located。The mall opens at 10 am，It’s ten o’clock，There is a long queue of people waiting to scan the code to enter the mall，But I’m not sure if it’s a customer waiting here to buy Moutai ice cream。

After entering the mall，The first thing that catches the eye is the press conference venue prepared by Moutai for the opening event，Walk a few steps to the right to find the Moutai ice cream sales counter。But Sun Yu, the person in charge of Moutai Ice Cream Beijing flagship store, introduced it to Ran Ciyuan，This counter is the Moutai ice cream Beijing pop-up store，The flagship store is still under renovation，Also inside this mall，Will meet with consumers around September 29。

Ran Jiyuan spent a day observing Chaoyang Joy City，From 10 am to 19 pm，Customers come to buy from time to time，But there was no long queue，At most, there are only eight or nine people in line，You can buy Moutai ice cream in a few minutes of queue，andMost of the consumers who purchase are early adopters，Plan“Post a circle of friends”，No plans to repurchase。

Picture/Moutai Ice Cream Beijing Store, consumers buy ice cream

Source/Ran Jiyuan Photography

For example, Wang Xuan, a man born in the 1980s who came to buy Maotai ice cream said，The workplace is near Chaoyang Joy City，Learned about the opening of Moutai Ice Cream Beijing Store，I specially used my lunch break to buy an original Moutai ice cream，“I often saw Moutai ice cream on social media，I came to check in out of curiosity，Go back and try it，By the way, send it to Moments。”

Wang Xuan’s expression to Ran Diyuan，I basically don’t drink liquor，Drink more beer every day，“I have never drank or purchased Maotai，If you want to buy it, you should give it to your elders。But now I have tasted Moutai through ice cream。”Whether you will buy again，Wang Xuan said it was less likely，After all, the price is quite expensive, just try it once.

Also mentioned in a Sina Finance report，“The opening of the first Moutai ice cream store in Beijing，In off hours，Only one person in line can buy it，‘Queue outside the mall’’s grand occasion did not appear。”

Beijing Business Daily also reported，“No need to queue within one hour of Beijing Moutai ice cream shop opening，The Guangzhou Moutai Ice Cream Flagship Store, which opened in July, has already achieved‘No need to queue’You can buy Moutai ice cream。”

Evening of August 29th，Ran Finance is on the Xiaohongshu platform as “Moutai Ice Cream”is a keyword，Respectively with “Beijing”188bet app download “Shanghai”for positioning，Only more than ten related notes found。Search&ldquo on Weibo platform;Moutai Ice Cream”，There are only a few Weibo posts posted by individuals on August 29，The response to the opening of Moutai Ice Cream seems not to be high.

May 2022，Moutai launches ice cream，The first flagship store is opened in Maotai International Hotel in Renhuai City, Zunyi City, Guizhou Province。Afterwards，Moutai ice cream continues to expand outwards，In Guiyang、Xi’an、Nanjing、Wuhan、Hangzhou、Shenzhen、Guangzhou、Flagship stores opened in Changsha and other places。

The five Moutai ice cream flagship stores opened on August 29 are the third batch of Moutai ice cream stores to be opened，On the decorative fence of Moutai Ice Cream Beijing flagship store，Ran Jiyuan also saw it，Beijing is the&ldquo of Moutai ice cream flagship store;No. 0013”Store。

Ice cream is a great tool for Moutai to open up the young market.

Food industry analyst Zhu Danpeng said to Ranciyuan,Layout the new generation、Close to the new generation、Satisfying the new generation has become the consensus of many brands，It is also the support for the long-term strategy of brands such as Moutai，“Milk tea、coffee、Ice cream and other categories are highly consumed by the new generation，Catch them to seize the incremental market behind the new generation。”

This strategy has also achieved certain results.

Taking advantage of ice cream，Moutai has gained wide exposure on various social platforms where young people are active。Incomplete statistics of the burning dimension，As of press time，On Weibo“Moutai ice cream 39 yuan a serving”Topic reading volume reaches 1.800 million；The playback volume of related topics on Douyin platform reached 1.400 million times；There are more than 10,000 notes on Xiaohongshu，Those who already have check-in experience，There are also reviews and complaints，There are also people who send notes for purchase。

The data disclosed by Moutai also shows thatAs of August 29，Moutai ice cream has covered 20 provinces, autonomous regions and municipalities nationwide，Achieve nearly 1.400 million yuan sales。

But only for freshness、“Won’t repurchase”’s Moutai Ice Cream，How much can it impress“Don’t drink liquor”The hearts of young people，Still an unknown number。

Who is buying Maotai ice cream?

Moutai ice cream is extremely popular on social platforms.

“You can often find notes about Moutai ice cream in Xiaohongshu。”A user expressed to Ranjiyuan。Ran Jiyuan also saw it，As early as half a month ago，On platforms such as Xiaohongshu and Dianping，A blogger posted a message announcing the upcoming opening of Moutai Ice Cream Beijing’s first store。

Moutai ice cream is also“Speculator”'s favorite。Since the advent of Moutai ice cream，Because it is only sold in some cities，Have spawned some speculation，There were reports in July this year，Moutai ice cream with an official price of more than 50-60 yuan/cup，It has been sold for more than 120-250 yuan/cup on some e-commerce platforms。

But unexpectedly，The Moutai Ice Cream Beijing store opened on August 29 did not cause a hot scene at the scene。

According to the clerk of Moutai Ice Cream Beijing Store，Because it is a pop-up store，So currently only three flavors of pre-made ice cream are sold in the store，Including green plum wine (78g)、Classic original flavor (75g) and vanilla flavor (75g)，Corresponding to the content of Kweichow Moutai is 1.6%、2% and 2%，The corresponding selling price is 59 yuan respectively、66 yuan and 66 yuan，After the opening of the flagship store, freshly made ice cream will be added to the store。

In addition，No purchase limit on Moutai ice cream in Beijing store。With Moutai ice cream flagship 188bet app stores in other cities“Long queue”“Crowded”The scene is different，Beijing Moutai Ice Cream’s first store opened and there were no long queues of consumers to buy。Ran Jiyuan saw it at the scene，Store consumers are mainly young people, and most consumers only buy 1-2 pieces.

Yanyan, a post-00s college girl who came to check in said，Today I am accompanying the elderly to go shopping in Joy City，Seeing Moutai ice cream on sale，So I bought one。The moment I got the ice cream，Yanyan started taking pictures，Prepare to post it on your social platform after returning。

Yanyan told Ran Jiyuan，I rarely eat ice cream，Nor drinking，ButMoutai ice cream is quite popular among young people，I also want to follow suit，“60 yuan for a Moutai ice cream is not cheap，But within my acceptance range，And I think it tastes pretty good，I will continue to buy it in the future。”

Picture/Multiple check-in settings in Moutai Ice Cream Beijing store

Source/Ran Jiyuan Photography

with“Drink beer every day”’s Wang Xuan and“No drinking”’s Yanyan is different，The 90-year-old girl Da Nan who came here specially to check in is “High alcohol enthusiast”。

Da Nan’s expression to Ran Diyuan，I usually drink Moutai with my parents，After browsing Moutai ice cream on Douyin，I really want to taste it，“I also @my sister，I want to ask her to go to Guizhou together，She said that the money for the plane ticket is enough for me to eat a dozen meals，I gave up later。”

Learn about opening a store in Beijing，Danan came here specially to check in，“It smells like wine，But there is no taste of wine when I eat it。”For Pricing，Da Nan means divided into consumer groups，For those who like drinking or drinking Moutai，It’s still worth it，After all, a bottle of Moutai costs a thousand yuan，Ice cream also contains Maotai liquor。

But“Punch in”After，Can Moutai ice cream retain young people？These young people can become Moutai’s main products——A consumer of liquor？

“I saw it on Dianping beforeSome Internet celebrity restaurants will use Moutai ice cream to attract traffic.”Girls born in the 90s tell Mengmeng to Ranjiyuan，“When Maotai ice cream sales had not yet reached Beijing，These stores offer packages including Moutai ice cream，orAdd a gimmick by allowing you to purchase Moutai ice cream after spending a certain amount。”

But this did not impress Mengmeng，“I am more interested in alcoholic ice cream，I usually order rum ice cream when I go to an ice cream shop，So when I learned that Moutai launched ice cream，I’ve always wanted to check in。”Mengmeng’s expression to Ran Dimensions，The price range of ice cream that I accept is between 30-40 yuan，In comparison, the price of Moutai ice cream is high，“But maybe those related to Moutai are expensive，But for the purpose of trying something new，I’m still willing to give it a try。”

So Moutai Ice Cream opened a store in Beijing，Mengmeng specially came here to try it，But that’s all，MaybeThe reason why expectations are high due to high publicity，The actual experience after eating is average，“I personally feel that the quality of the ice cream itself is not as delicate as Haagen-Dazs，Moutai tastes light，People have no desire to repurchase。”

Moutai targets young people

As the king of A shares，Every move of Maotai attracts public attention。

May 19，Moutai Group announced that it will join forces with Mengniu Group to make cross-border ice cream。As soon as the news comes out，“Moutai Ice Cream”Immediately became a hot search topic，The user wrote in the comment area，“Can I drive after eating？”“Will you get drunk after eating？”

There are also consumer comments，“Can’t afford Maotai，Can’t afford Moutai ice cream？”Indicates that he wants to try and check in。Some consumers also commented，“Will the price of this ice cream increase after ten years of collecting it？”

Amidst the excitement and doubts，Moutai ice cream has received good market feedback。According to Moutai official disclosure data，Guiyang Moutai Ice Cream Flagship Store is open for sale for 7 hours，Sales exceeded 200,000 yuan，The number of sales exceeded 900，More than 4,500 premade Maotai ice creams sold，More than 800 pieces of freshly made Moutai ice cream are sold，More than 5,000 Maotai ice creams sold in total，We receive an average of 2 people per minute，Almost at full capacity。

May 29, 5:00 pm，Moutai ice cream is sold online on iMoutai APP，Sold out in 51 minutes after going online，Sales quantity exceeds 40,000 units，Sales amount exceeds 2.5 million yuan。

In the 2022 semi-annual report released by Kweichow Moutai on August 2，Moutai also mentioned，“Successfully developed Moutai ice cream，The market responded enthusiastically。”

However，Various opinions and market analysis believe，For Maotai，Moutai ice cream sales are secondary，What’s more important is to capture the hearts of young people through ice cream。

“Moutai launches ice creamOn the one hand, it may be to expand the product line, consideration of accumulating experience in new category layout,On the other hand, it is to attract young users.I think the significance of experiment is greater than the significance of operation，After all, Yili’s ice cream business is so big，Only billions of revenue a year，Compared with Moutai’s main business revenue, it is basically negligible。”Yang Liang, a business analyst at Yiou, said about Ran Diyuan。

Picture/Counter of Maotai Ice Cream Beijing Store

Source/Ran Jiyuan Photography

Ice cream is a good carrier to open up the young market.

Moutai’s own traffic password，Social attributes of superimposed ice cream，formed“1+1>2”’s brand effect。Proposed by the latest "China Ice Cream/Ice Cream Industry Trend Report"，People’s consumption concept of ice cream has upgraded and changed，Ice cream is no longer a simple cold drink to relieve summer heat and quench thirst，It became social sharing、A carrier to soothe the soul and emotions，Products also tend to be healthier。

At the same time,The domestic ice cream market still has large room for growth.According to GlobalData，2021，China’s per capita ice cream consumption is expected to reach 2.9kg，Compared with 2011 ten years ago，Approximately doubled。2.Per capita ice cream consumption of 9kg，Although it is higher than the Asia-Pacific average (2.1kg），But and Global 4.Compared to per capita ice cream consumption of 5kg，There are still many gaps。

Zhu Danpeng expressed to Ran Diyuan that on the one hand,Ice cream market is vast and R&D costs are low，Whether it is developed by the company itself or in cooperation with related companies，The R&D and production costs are not high。On the other hand，Moutai and Mengniu cooperate，No matter from channel to popularity，StillThere are considerable advantages from brand effect to scale effect, lower risk.

“More importantly，Ice cream is loved by young people，Every ice cream is like a moving billboard for the company。”Zhu Danpeng said，Many cross-border ice cream brands，I don’t really want to enter the ice cream industry，ButAcquire consumers’ attention to its brand through low-cost cross-border methods, especially the young group who are keen on novelty consumption.

Except Maotai，Recently, liquor brand Yanghe also released news，Blind box ice cream will be sold。Before Maotai，Luzhou Laojiao once teamed up with Zhong Xuegao to launch a "ldquo" containing 52% liquor.;Fragments”Ice cream，“The first share of rice wine”Gu Yuelongshan also launched a joint rice wine and green plum ice cream with Zhong Xuegao……

“Moutai launches ice cream on the one handCultivation of young consumers’ recognition of Moutai brand，Whether young people drink Moutai now may have little impact on Moutai Group，But when they become middle-aged，Whether you will still fall in love with Moutai is full of variables；On the other hand，Moutai ice cream itself will also become a profitable product of Moutai Group，The tasting card launched by Moutai Ice Cream can be operated as a gift card，Send Moutai to elders，Giving young people ice cream cards。”iiMedia Consulting CEO、Chief analyst Zhang Yi said to Ran Diyuan。

“So for Moutai，Earn money on ice cream shopping cards in the short term，In the long run, it will cultivate the brand awareness of Moutai’s high-end positioning among young users。No matter whether Moutai will promote ice cream or bags in the future、Shoes，Even cars, etc.，Essentially，Moutai’s positioning hopes to form a brand imprint for luxury goods consumption。”Zhang Yi pointed out。

Why does Moutai need young people?

Moutai has always been in the ";Altar”。

According to the semi-annual report released by Kweichow Moutai，Kweichow Moutai achieved revenue of 576 in the first half of 2022.1.7 billion yuan，17 year-on-year increase.38%；Realized net profit attributable to parent company 297.9.4 billion yuan，Year-on-year growth of 20.85%。What is particularly eye-catching is the interest rate performance of Kweichow Moutai，Based on half-year data，Kweichow Moutai’s gross profit margin in the first half of 2022 is 92.11%。

But now，Moutai seems to be planning to go down“Altar”，Especially entering the hearts of more young people。

In addition to launching ice cream that is popular among young people，Moutai is also online this year“iMoutai”APP，Enriching direct sales channels，Also one step closer to young people。

Data display，March 31，An online sales platform developed by Moutai“iMoutai”APP officially launched for trial operation。Online for three months，Since going online，“iMoutai”APP has topped the App Store free list for three consecutive days，430,000 people download it every day。Online for three months，As of June 30, 2022，at“iMoutai”Achieved tax-excluding income 44 on the platform.1.6 billion yuan，Daily income of about 48 million yuan。

Moutai and young people，Once it seemed that“Don’t like each other”，After all, young people“Don’t like to drink liquor”，And Maotai seems to ";Don’t care about young people”。Ji Keliang, former chairman of Kweichow Moutai, once said，Young people don’t drink Moutai，It’s not yet time，Still playing in my 20s，Children are ignorant，I don’t know that I need good wine。

But these few years，Moutai continues to appear in the eyes of young people。

Picture/“Moutai Ice Cream”Search results on Xiaohongshu

Source/Ranjiyuan Screenshot

After insight into young people’s love for low-alcohol alcohol，2019，Kweichow Moutai launches Umeet blueberry craft beer，Enter the low-alcohol wine track，And carried out brand placement in the popular film and television drama "Ode to Joy"；2020，Kweichow Moutai and Westward Journey reached a national style brand strategic partnership agreement，Try to use games as a carrier for brand promotion；2021，Moutai released a song &ldquo on the WeChat official account;Shangtou Divine Comedy”——188bet app download 《Oh It's Moutai》，Expressing the internationalization of Moutai in the form of rap、Exploration in rejuvenation，Attracting public attention。

This year，Kweichow Moutai launches 100ml“Mini version”Feitian，And through Moutai Ice Cream、“iMoutai”Frequently approaching young people。

Realizing brand youth、The consumer population is getting younger，It is already an urgent problem that liquor companies currently need to solve。“Moutai ice cream is an important attempt by Moutai enterprises to achieve brand rejuvenation，It is not difficult to see from this，Moutai is still very forward-looking。”Zhu Danpeng said。

Yang Liang also pointed out，Rejuvenation is not just about Maotai，It is a problem that the entire liquor industry needs to face，The reason is that the liquor industry is in decline，This can be reflected from the declining production of liquor，So basically all liquor companies are thinking about how to attract young people。

As Yang Liang said，National Bureau of Statistics data display，Liquor production peaked in 2016，The annual output at that time was 13.58 million liters，Production has been declining since then，Only 715 in 2021.630,000 liters。Liquor production in 2021 has dropped by 47% compared with the peak in 2016.3%，Almost cut in half。

The reasons for the decline in liquor production may be multiple，But one important factor is，Chinese young people don’t seem to like drinking liquor anymore。According to the "2020 Young People's Alcohol Consumption Insight Report" released by China Business News，Consuming alcohol online，“Post-90s”and“Post-95”The proportion of domestic white wine and rice wine/rice wine lags behind the whole，In wine、Foreign wine、Beer、All fruit wines are higher than the overall。

In fact,It’s not that young people don’t pay attention to Moutai，It’s just that their focus is more on Moutai’s financial management attributes。Mentioned in Rancaijing’s article "Everyone is grabbing Maotai"，Because if you buy it, you will earn it，Countless people participated in the rush to buy affordable Moutai，Later sold to a middleman，At least earn a few hundred yuan。Therefore，In the retail market，A bottle of Feitian Moutai can be sold for 3,000 yuan。

Wang Xin, an investment manager in the consumer field, expressed his opinion on Ran Diyuan，Moutai users are actually inactive，In the long run，To maximize profits，In the end, we have to let the main products enter thousands of households，Become a FMCG，Instead of collectibles and financial products。

Zhang Yize said，Many young people don’t drink Moutai because it’s really not time yet，But will they drink Moutai by then?，Do you even know there is Maotai?，This is full of variables，“One generation will eventually grow old，Young people will eventually grow into the main force of society，Let’s not start cultivating young people’s brand awareness now，Really wait until they get older，I won’t automatically fall in love with drinking Moutai。”

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Source

Reference:

"The first Maotai ice cream store in Beijing opens, no need to queue, but not as popular as expected"，Source: Sina Finance；

"Moutai Ice Cream Opens New Store, Reducing Rejuvenation Strategy"，Source: Beijing Business Daily。

*The title picture comes from Visual China.

*Wang Xuan in the text、Yanyan、Mengmeng、Da Nan、Wang Xin is a pseudonym。

*Disclaimer: Under no circumstances，The information or opinions expressed in this article，Does not constitute investment advice to anyone。