Moutai's business strategy has caused a stir again, this time, Moutai has partnered with the Mojito brand to launch a series of cocktails with the taste of Guizhou, and the spokesperson is the pop king Jay Chou.
In the second half of this year, Moutai can be said to have made a lot of progress in the co-branded industry, with 5.42 million cups of co-branded coffee sold in one day, and sales exceeded 100 million. Immediately after the official announcement of the launch of alcoholic chocolate, the official store was sold out in seconds after it was put on the shelves. Although Moutai's cross-border co-branding is booming, it has also received a lot of criticism. Many people who eat melons suggest that they should accept it when they see it, and Moutai should still have its own background, so don't play so uncontrollably. Then, on September 27, the chairman of Moutai officially announced that he would stop the development of Moutai's peripheral products and no longer carry out any brand co-branding. The co-branding was stopped, but in less than two months, it is now co-branded with the cocktail mojito brand.
The release of Moutai's co-branded cocktail seems to be a 180-degree turn from the previous announcement to stop the co-branding of Moutai's peripheral products. The brands previously selected were all cross-border, and the main purpose was to attract traffic, but this time the choice of a new partner, the cocktail Mojito, is really in the same field, and it seems to be a very strategic move.
The choice of the joint spokesperson this time is even more eye-catching. The king of pop - Jay Chou, as the hottest superstar in today's Chinese music scene, the endorsement cost is considerable. Moutai's choice makes one wonder whether this is to further attract a younger audience, or whether it has found a new breakthrough in the competition with other brands. Moutai's previous co-branded products have been controversial, and the change after announcing the cessation of co-branding is even more incredible.
The cooperation between Moutai and the cocktail brand has combined the essence of oriental drinks with classic Western cocktail techniques to form a new "Taste of Guizhou" series of cocktails. The product covers three flavors: spicy berry, blueberry sour, and blueberry silk, inspired by classic cocktails from around the world. This attempt of cross-cultural integration is not only the innovation of the product itself, but also Moutai's bold attempt in market positioning and product expansion.
Behind a big brand like Moutai, there may be more profound business considerations. Moutai's frequent moves, from coffee to chocolate to cocktails, seem to be playing tickets, but in fact they may be exploring how to achieve brand rejuvenation and diversification. Behind Moutai Group's frequent moves, it may be to explore new growth points at the business level. Moutai's goal may not only be to increase brand awareness through youthful marketing, but also to create a long-term growth curve in the food and beverage sector.
In addition to Moutai, in recent years, many liquor companies have also chosen to attract young consumers through cross-border co-branding. For example, Jiang Xiaobai & Yolo** Festival, Luzhou Laojiao & Tea Baidao, Wuliangye Co-branded Coffee's "Five Two One Coffee Tavern", etc., are all for the sake of traffic, so that their brands can be the best in front of young people. However, the cooperation between Moutai and different types of liquor companies seems to be not only a simple play ticket to attract traffic, but also an exploration of how to achieve value complementarity between different brands. This time, I chose to cooperate with Moqito, which is endorsed by Jay Chou, which not only covers the young market with the influence of classic brands, but also enhances the reputation and tonality of cutting-edge brands. This kind of cooperation may be a real 1+1>2 cross-border cooperation.
In this series of actions, Moutai may have long gone beyond the meaning of the product itself. From the perspective of marketization and commercialization, Moutai's measures may be traceable, but more importantly, it may represent the active exploration and pioneering spirit of a big brand in the face of market changes. This kind of innovative taste exploration may be a new way of thinking for traditional wine companies. In the constantly iterative consumer group, the traditional "authentic" is irreplaceable, but it is also necessary to continue to explore new products to continue to occupy the minds of different consumers.
Moutai's attempt is not only a subversion of traditional liquor brands, but also a revelation to the entire liquor industry. Moutai may be leading wine companies to explore new tracks, move towards a broader market, and bring new inspiration to the entire industry. In the future, it remains to be seen whether more wine companies will follow suit.