Source: Yangzi Evening News
Author: Fan Xiaolin Xu Yan
On the evening of September 13th, Moutai officials in Guizhou posted a poster: "The entrance is messed up, and the aftertaste is long" "Guizhou Moutai ×? September 16th, stay tuned," According to people in the industry, the poster is darkFollowing the "sauce latte", Maotai will push another co -branded chocolate with Dove.
Cross -border marketing, Moutai and Dove will push wine chocolate
10 days ago, Moutai and Ruixing jointly launched the "Sauce Nattec" to ignite offline stores and social media.Data show that the first day of sauce and iron single products exceeded 5.42 million cups, and the turnover of the single product exceeded 100 million yuan (RMB, the same below, about 19 million yuan).In fact, on May 29 this year, Ding Xiongjun, chairman of Moutai, Guizhou, revealed at the first anniversary celebration of the Moutai Ice Cream that Maotai continued to deeply cultivate the existing price bands on the basis of the price band of 29 yuan, 39 yuan, 49 yuan, 59 yuan, and 66 yuan.Six Moutai ice cream products, at the same time, increase the development of wine -hearted chocolate, wine -containing drinks, stick branches, soft ice, etc., and establish different types of product matrix with different types, different prices, and distinctive characteristics.It is understood that Moutai and Dove's new products will be made of high -quality chocolate and 53 -degree Guizhou Maotai wine, known as "each piece of chocolate blended with sauce and sweet fragrance."Some netizens commented: "Moutai is a family of three, Dad drinks liquor, mother drinks coffee, and children eat chocolate."
Nowadays, cross -border marketing of "joint economy" has become a trend of innovation and development of many brands. In addition to Moutai, Wuliangye and Shanghai Yongxun Coffee jointly launched coffee drinks containing Wuliangye.Cases such as co -branded milk tea "drunk steps" and other cases.Although the sales revenue of "sauce and latte" is "nine cows and one hair" compared with the main business of Moutai, the topic and attention generated by it is quite extra points.
Repeatedly co -branded, can the "hot 10 days ago" come again?
Can Moutai "Jiu Heart Chocolate" copy the success of "Sauce Nattar" and become the next big explosion?Song Qinghui, a well -known economist, believes that according to the heated discussion after many consumers taste, the taste of "sauce latte" is a bit like "wine -hearted chocolate", and it seems logical to launch the latter.Generally speaking, the success of "Sauce Nami" is related to most young people who have not drank Moutai wine symbolizing the "top flow" of the Chinese dining table, and "sauce latte" can allow young people to use extremely low thresholdsGet the "entry ticket", and the coffee itself has a certain social attribute. For example, most of the young people buy sauce latte latte for punching to take pictures so that they can get priority to speak in their leading social circles.However, Moutai's "Jiu Heart Chocolate" does not have the above conditions. From the perspective of health, many young people control sugar and children must prevent tooth decay. It is not easy for the success of "wine -hearted chocolate" to copy the success of "sauce and latte".thing.
Yu Xuerong, president of the Jiangsu Catering Industry Association, said in an interview with reporters that if joint innovative products want to "eat long -term fragrance" in the market, they must consider whether they can be accepted by more consumers; they must also meet the Food Safety Law andThe relevant requirements of the advertising method avoid the "hard co -branded" brought by the "1+1" "Lang Patching" of the "1+1" "1+1".Right now, the sauce is also declining sharply when the iron thermal heat rose to the highest on September 5.On September 13th, the sauce Xiang Tiecai WeChat index fell 25.51%month -on -month.It can be seen that its repurchase rate and continuity are not ideal.
Analysts also pointed out that although the "joint economy" makes money, it will also be fatigue.Imagine that if the market is flooded with the joint models of various brands, will the public fatigue fatigue?
