Daily Consumer News, over there, after the "liquor + coffee" co-branded by Luckin and Moutai became popular, here, Cudi directly sold "Moutai" liquor.
Recently, the news about Cudi Coffee selling liquor has spread. However, a number of netizens who claimed to be an affiliate of Cudi Coffee posted on social ** that the headquarters of Cudi Coffee "forced" stores to sell alcohol.
According to ** report, Cudi Coffee responded that the orders of Moutai Bulao Liquor (Hua Zhijiu) and Maotan Liquor (Gu Zhihuan) are consistent with the daily orders of the store, and the first batch of orders will be one case for each of the two wines, without deducting the payment, and the payment will be settled on April 30, and the unsold part of the company will be recovered. The deducted store will complete the refund to the store balance account on January 22.
On January 25, a ** reporter saw in Cudi's store that there are no liquor products in the store at present, and the liquor products are also displayed on the WeChat mini-program "sold out". In this regard, the clerk introduced: "Moutai Bulao Liquor (Flower Age) and Moutai Liquor (Gu Zhihuan) are only on the market, and today will be the first batch, with a total of 12 bottles in two boxes, priced at 599 yuan bottles." ”
These two new products are produced by Moutai Health Liquor Company and authorized to be sold through exclusive channels of Cudi Coffee. The above-mentioned Cudi Coffee clerk also said that as soon as the liquor product was launched, Cudi Coffee would allocate two boxes to each store, "at the beginning, you have to push it, and then you can decide whether to sell it later."
Cudi Coffee's official website.
It is understood that on December 11, the Moutai Public Welfare Association and Cudi Coffee announced the establishment of Moutai Bulao Liquor (Flower Age) Youth Employment and Maotan Liquor (Gu Zhihuan) Rural Revitalization. Moutai Bulao Liquor (Hua Zhijiu) and Maotan Liquor (Gu Zhihuan) are two new liquors produced by Kweichow Moutai Health Liquor Company, a subsidiary of Moutai Group, and the audience is the new generation market. Moutai Health Liquor Co., Ltd. is one of the earliest subsidiaries of Moutai Group, and Bulao Liquor and Maotan Liquor are one of its current mainstream product lines. In recent years, following in the footsteps of Moutai Group, Moutai Health Liquor Company has also been testing the water for a younger and healthier market.
In 2023, rejuvenation will become one of the core strategies of Moutai Group, and Huazhijiu and Gu Zhihuan are newly created products based on this strategic layout. As part of the partnership, Cudi Coffee is licensed to be the exclusive sales channel for the two liquors.
According to Cudi, the above-mentioned ** will be invested by Cudi Coffee from the sales of the two wines of 10 yuan per bottle, and less than 10 million yuan per year will be made up by Cudi Coffee, and there will be no cap when it exceeds 10 million yuan.
According to the data, in 2023, Moutai Health Liquor Company will achieve revenue of 474.3 billion yuan, a year-on-year increase of 30%. The single product that has contributed the most to the company is not "Moutai Bulao Liquor", but the company's product with a positioning of 100 yuan to 200 yuan - Taiyuan Liquor, which will have a revenue of more than 1 billion yuan in 2023.
Cai Xuefei, an analyst in the liquor industry, once said that the biggest advantage of Cudi Coffee in selling liquor is that it has a large number of terminal stores across the country and a relatively young consumption scene.
Cai Xuefei believes that the market competition is very fierce now, and Cudi itself is not a traditional liquor merchant, and its sales capacity may be random sales, and it is impossible to systematically complete the distribution of a large number of liquors. "This matter as a whole is still the integrated communication of the brand marketing of the two sides, and the sales significance is very limited. The value of the brand promotion can be much greater than the value of the sale. ”
Cudi Coffee was created by Lu Zhengyao, the founder of Luckin, and Qian Zhiya, the former CEO of Luckin, led the original core team. In less than two years, Cudi Coffee has opened about 7,000 stores in 28 countries and regions around the world, and it seems that Cudi wants to compete with Luckin in terms of **, marketing, and scale.
In terms of franchise model, Cudi adopts the "full association" model and charges service fees according to the gross profit of store operation.
The high-speed expansion model of joining has indeed brought new increments to Cudi, and it can also eliminate the investment pressure such as ** chain, but so far, in addition to the registered capital of 200 million US dollars, Cudi has not yet succeeded in obtaining financing, and few investors are willing to endorse it, mainly relying on cooperation funds with affiliates to support operations.
However, Cudi Coffee has been on the move.
On November 24, 2023, the first test store of Cudi's milk tea brand "Tea Cat" was officially launched. Li Yingbo, chief strategy officer of Cudi Coffee, said that the launch of the second category will give full play to the synergistic effect of the company's first-class chain, intelligence, operation system and customer group. Tea Cat will focus on the healthy milk tea track, focusing on raw leaf fresh milk tea, covering pure tea, fresh fruit tea and other products.
On January 3, 2024, Cudi Coffee announced a human-machine collaboration strategy, which will enable stores that switch between manned and unattended states to achieve 24-hour service, and both Cudi Coffee and its brands will apply this strategy.
As for whether Cudi can sell liquor well in the future, it still needs to be verified by the market.