Moutai is a well-known brand of national liquor, and it is usually not a wine that ordinary people can easily taste, and tasting Moutai is often regarded as a symbol of status and status. The high price of Moutai liquor also discouraged many people from inquiring about it**.
However, in 2023, Moutai will begin to frequently carry out multiple cross-border collaborations with other brands. On September 4, Moutai cooperated with Luckin to launch a co-branded coffee "Sauce Latte", which sold more than 5.42 million cups in a single day on the same day, with sales of more than 100 million yuanOn September 14, Moutai cooperated with Dove to launch a 12-piece classic version of the gift box of wine chocolates, which were launched in seconds. These two co-branded marketing campaigns have successfully attracted a lot of attention, and Moutai has also gained great attention. However, some netizens believe that frequent co-branding activities may have reduced Moutai's value, sales have not increased significantly, and may have diluted the brand value.
I think this view is a bit too one-sided. Moutai's series of co-branded activities are not blind "join in the fun" marketing, but based on a keen insight into the market, the brand rejuvenation strategic layout is formulated.
With the changing times,Although China has entered an aging society, young people are still the dominant force in consumption. The consumption concept of young people has a great impact on middle-aged and elderly people, and this phenomenon has become more and more obvious. Therefore, if baijiu is to have a brighter future, it must appeal to young consumers. Moutai has always been a representative of high-end liquor, and its marketing focus in the past was biased towards middle-aged and elderly customers, resulting in a cultural gap between it and young people, which is contrary to the current consumer market. Therefore, the current development problem faced by Moutai lies in how to break into the young consumer group and gradually realize the rejuvenation of the brand.
Marketing guru Kotler once said, "In an era of scarce attention and fragmented information, brands need to create wow moments for consumers." Co-branding is a business model that creates these "wow moments" that not only attract new consumer groups for brands, but also provide consumers with unique and innovative product choices.
Therefore, in order to break through the market problems and accelerate the process of brand rejuvenation, Moutai jointly launched Moutai ice cream with Mengniu last year, and this year it cooperated with the fashion brand "Luckin" in the coffee industry. Luckin has a large number of young consumer groups and mature online private domain traffic, which makes up for Moutai's shortcomings in fashion and youthful expression. The co-branded "Sauce Latte" combines traditional sauce flavor liquor with modern coffee culture, which not only meets the needs of young people for diverse tastes, but also enhances the brand's fashion sense and trendiness. This joint name not only made Luckin gain fame and fortuneMoutai has also directly contacted young consumers, and through the guidance of social currency, it has created a brand image of "being with young people" and increased brand favorability.
Immediately afterwards, Moutai chose the field of chocolate that young people love, and cooperated with the world-renowned chocolate brand Dove to launch liquor chocolate, which integrates the silky collision of sauce-flavored liquor and chocolate, meets the personalized needs of young people, and has won the love of a large number of young people. This joint letWith the help of Dove's influence among the global mid-to-high-end young customers, Moutai has further approached the young consumer group, expanded the mid-to-high-end young consumer group, shown consumers the other side of Moutai's innovation, vitality and trend, and enhanced the brand impression.
In general, for a Kweichow Moutai with an annual revenue of more than 100 billion yuan, the sales brought by cross-border co-branding may only be the tip of the iceberg, but it can open up new consumer groups for Moutai, mobilize the interest of young customers, and allow Moutai to have more time and space to establish interaction with young people, gradually penetrate into the young group, first establish a good impression with young people, and then gradually launch products suitable for young people. Through such marketing innovation, Moutai can more effectively help the brand move towards a broader and more brilliant future. "Mo Dao Sangyu night, for the sun is still full of sky", I also wish our national liquor, the light of Moutai, a broader, bigger and more solid brand road in the new historical period.