Source: Xinjing News

Author: Yan Xia

On the morning of September 4th, the sauce lattone brushed the circle of friends.

The Beijing News Shell Financial reporter interviewed a number of consumers who bought sauce latte. According to them, "I feel sober and slightly sloppy after drinking", "A little bit of chocolate, which is better than expected""A little flavorful taste, it feels okay. The spicy taste of alcohol. I have drank the alcohol -containing coffee before, which is more spicy and irritating.The taste of a bite of wine is relatively strong, and the coffee is "too sweet" ...

On Weibo, Black Cat complained that the question of "Is the sauce with iron is delicious". As of 12 noon on September 4th, 2878 votes were delicious, 3286 votes were difficult to drink, and 12843 votes had not been drank.Essence

On September 4th, the co -branded product of Guizhou Moutai and Ruixing Coffee, "Sauce Nattec", was officially launched, which quickly attracted public attention.

According to official propaganda, each cup of sauce latte contains Guizhou Maotai wine, and the alcohol content is less than 0.5%Vol.Sauce latte uses liquor flavor thick milk (including 53%VOL Guizhou Maotai wine). Minors, pregnant women, drivers, alcohol -allergic people are not recommended to drink.The official price is 38 yuan (RMB, the same below) per cup, and the price of the voucher is 19 yuan per cup.

On the morning of the same day, the sauce latte brushed the circle of friends. The topic#Moutai Ruixing Sauce Natte#followed the hot search, and many consumers said, "The first Moutai in life comes from Ruixing"" ".

At the same time, the sauce latte of many Ruixing stores appeared in the sauce and latte. Some consumers told reporters: "I take it online to take it in the store, and I can get it in less than 10 minutes., I waited for 50 minutes today. It takes an hour if you place an order now. "

At 12 noon on September 4th, on the official applet of Ruixing, the sauce lattone has ranked first in the must -have list of Wanlian. The reporter noticed that the sauce latte of some stores has been sold out.

On the other hand, the surroundings of sauce latte have also appeared on the second -hand platform, such as paper cups, cups and stickers.The reporter saw that some sellers sold the stickers, paper cups, cup sets of sauce latte, a group of 30 yuan, free shipping.

Xiao Zhuqing, an expert in the liquor industry, told the Beijing News reporter: "Both parties (Moutai and Ruixing) have been in contact very early. Moutai is led by the stock company.

There are all signs that Moutai's cross -border layout of coffee has indeed been conspiring for a long time.In June of this year, the reporter saw at the applet at Moutai Ice Cream flagship store (Guangzhou store) that there were coffee products in the sales of products, including 2 types of American style, and 9 types of iron were used.As an example, the unit price of this product is 38 yuan, which indicates that the information is written: "Use it as super milk, the taste is slightly sweet and fresh milk, with 53%VOL Guizhou Maotai wine, rich coffee flavor with sauce wine".Remarks also say that the feed flying Moutai wine is 12 yuan per serving.

Enterprise Checking APP shows that on July 4, Guizhou Moutai Winery (Group) Co., Ltd. Co., Ltd. applied for a "Mao Xiaofa" trademark. The international classification is convenient food. The current trademark status is "registered application."" ".

Xiao Zhuqing, an expert in the liquor industry, believes: "Moutai cross -border layout of beverages and dessert tracks is the driver of the pursuit of brand youthful goals."

"Through the cooperation with Ruixing Coffee, Moutai can speed up the youthfulness of the brand and make its overall extension product matrix more reasonable; the cooperation with Ruixing Coffee and Moutai greatly improves its comprehensive strength and brand in the coffee industry.Tune. "Chinese food industry analyst Zhu Danpeng said.

In the first half of 2023, Moutai in Guizhou realized operating income of about 69.576 billion yuan, an increase of 20.76%year -on -year; net profit attributable to shareholders of listed companies was about 35.98 billion yuan, an increase of 20.76%year -on -year;The net profit of sexual profit and loss was about 35.947 billion yuan, an increase of 20.78%year -on -year.

Guizhou Moutai said: "In the first half of this year, the company's production was stable and good. The output of Moutai wine was 44,600 tons, and the production of alcohol wines was 240,000 tons.42 million, becoming a model and the main position of Moutai digital marketing. Moutai ice cream launched three new products, and the market performance is good. "

"From the perspective of the policy, industry access, standards, land, environmental protection, security and other requirements are more accurate and standardized; from the supply side, the origin, main production area, and base real estate areas will further optimize the liquor industry layout and accelerate the accelerationAdjustment of famous enterprises and famous wines, small and medium -sized wine enterprises; from the perspective of demand, the individual needs of young groups, the rich expansion of consumer scenarios, and higher pursuit of quality and culture will drive alcohol companies to accelerate the transformation and upgrading. "Guizhou Moutai wrote in the half -year report.arrive.

On August 9th, Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, pointed out in the investigation: "We must actively embrace digital and younger, increase the promotion of the promotion of I Moutai, Yifeng Digital World, and Maotai Ice Cream, and do it online and online.Coordinated development under all channels. "

"How is the trend of young people?" "What are the changes in the consumer scene?" ... During the exchange, Ding Xiongjun was very concerned about the cultivation of young consumer groups in Maotai.He said that in response to the changes in the life consumption trend of young people, we must innovate to create a healthy, pleasant, and comfortable consumer scene, and use a new and beautiful experience to show consumers with the other side of Moutai's innovation, vitality, and fashion.Moutai, cognitive Moutai, falling in love with Moutai.

Xiao Zhuqing, an expert in the liquor industry, told the Beijing News reporter that at present, the entire liquor industry has a serious competition in homogeneity, so each wine company will actively find differentiation, hoping to increase the brand's height and maintain the popularity of the brand.Last year, after Moutai began to make ice cream, it achieved the effect of fame and fortune. It played a good demonstration effect in the industry. Moutai realized the youth of the brand through ice cream, allowing more young consumers to feel Moutai's wine through Moutai ice cream.Taste, recognize the symbol of the Moutai brand.

The Beijing News reporter sorted out and found that in recent years, many wine companies have been actively cross -border.

In 2016, "Luzhou Laojiao X -Smelly Library Customized Deloma" attracted attention after listing.Two years later, Luzhou Laojiao also launched a wine -hearted chocolate while launching a new perfume.It is understood that Shanxi Fenjiu has also launched the "Fenjiu Jiu Heart Chocolate" with Eaton Bog, Denmark.In 2019, Luzhou Laojiao and the old Chinese medicine cosmetics reached a cooperation intention for the development of the rosacea.In 2020, the "Drivery Skin Skin Repair Mask" was officially released.In addition to ice cream, Luzhou Laojiao also launched a milk tea product with Tea Bai Road, named "Drunk Walk on the Road".

In 2019, Luzhou Laojiao and Zhong Xuegao launched the "broken slices" ice cream containing liquor; the following year, Jiang Xiaobai and Mengniu launched wine chocolate ice cream; in 2021, Guyue Longshan and Zhong Xuegao launched the rice wine green plum flavor ice cream; In 2022, Yanghe launched two cultural and creative blind box ice creams, of which there were hidden models of wine.

The joint ice cream of Guizhou Moutai and Mengniu contributed more than 200 million yuan in revenue to Moutai, Guizhou last year.At the same time, through the low -cost move of cross -border, ice cream has become a mobile billboard.At the end of December 2022, Ding Xiongjun, Secretary of the Moutai Group Party Committee and Chairman, revealed that since the listing on May 29, 2022, about 3.4 million people have purchased and tasted Moutai ice cream, and about 400 million people know and understand Moutai ice cream.

Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, pointed out: "Moutai ice cream is not a simple consumer product, butIt is a strategic product. It is an important starting point for cultivating young consumers Maotai sauce and promoting the young people of the Moutai brand to be younger and fashionable. Grasping young people is to seize the future of Moutai."

Cai Xuefei, an analyst at the liquor industry, told Shell Finance reporters: "Liquor companies have deployed ice cream, ice cream, coffee, milk tea and other industries. In addition to using product category with high consumer attention to enhance brand exposure, they can also use the situation to use young youngConsumers conduct brand and quality education, occupy young markets, through cross -border activation brand image, cultivate future consumption habits and cognition, enhance brand appeal, and lay the foundation for the long -term development of the brand. "