At 9:50 every day, the push of the i Moutai app prompting the subscription product will pop up on the mobile phone at a regular time. Nowadays, in addition to subscribing to products, many products of Moutai Group's subsidiaries are also waiting for i Moutai users to purchase on this platform. On February 5, a reporter from Beijing Business Daily logged on to the i Moutai APP and found that in addition to Feitian Moutai Zodiac Liquor, Moutai 1935 and other products of Kweichow Moutai, Moutai Ecological Agriculture Company's Youmi Blueberry Craft Brew, MOJT Moqito Cocktail "Guizhou Taste" series products and Moutai Health Liquor Company's Qi** source liquor have been launched.
Nowadays, when the products of the subsidiaries of Moutai Group are "gathered" on the iMoutai app, how to balance the relationship between the products and users under the difficulty of signing the core subscription products and the difficulty of satisfying the demand for the products of the subsidiaries has become one of the problems in front of the iMoutai app.
The subsidiary's products are "settled".
Logging in to the i Moutai app, a reporter from Beijing Business Daily noticed that up to now, the platform has sold a total of 12 liquor products, involving products of Kweichow Moutai Distillery, Moutai Ecological Agriculture Company and Moutai Health Liquor Company.
Among these 12 products, in addition to Kweichow Moutai's products such as Kweichow Moutai (Jiachen Dragon Year), Moutai ML53 degrees Feitian Moutai, and many products of Moutai Group's subsidiaries have also been launched on the i Moutai APP. Among them, including Moutai Ecological Agriculture Company's Youmi Blueberry Craft Brew, Mochito Cocktail Master Series and Moutai Health Liquor Company's Qi** Source Liquor are all sold online in the cloud shopping sector.
In response to the product layout of i Moutai, a reporter from Beijing Business Daily interviewed relevant departments of Kweichow Moutai, but as of press time, no reply has been received.
Xiao Zhuqing, a wine marketing expert, told a reporter from Beijing Business Daily that an analysis of the rhythm of the product launch of the i Moutai app can be seen that from the price band below 500 yuan of the "Moutai family" to the price band of 500-1000 yuan of "Moutai shares", and then to the layout of the product price band of more than 1,000 yuan in the Moutai camp, a good and clear high, medium and low-end product matrix has been formed, so that consumers of all walks of life can choose different grades of Moutai or Moutai Group series of liquor in combination with different consumption scenarios.
Behind the products of Moutai Group's subsidiaries have logged in to the i Moutai app, there is a hidden hope to increase the number of Moutai products, so as to guide the brand.
For a long time, in the Moutai Group family, Kweichow Moutai's products have stood in the spotlight with the halo of 53 degrees Feitian Moutai. Outside the halo of the spotlight, the figures of Moutai Health Wine Company, Moutai Ecological Agriculture Company and the products of Moutai Wine Company are slightly lonely.
Based on this, with the product login of Moutai Group's subsidiary, Moutai APP has gradually moved from the edge to the spotlight. According to the official disclosure data of Moutai Health Liquor, Taiyuan Liquor was officially launched at 14:02 on January 27, with a total of 300 pieces of 1,800 bottles, and all of them were sold out at 14:19. Among the 942 orders, 221 were placed by customers in Guizhou Province and 721 were placed by customers outside the province. In addition, on January 28, Taiyuan Liquor launched 1,200 bottles of i Moutai, which were sold out in 6 minutes.
Shen Meng, director of Xiangsong Capital, pointed out that it is difficult for popular soy sauce wine to get the attention of consumers if there is no brand and channel support, and Taiyuan Liquor makes full use of Moutai's brand and channels, especially the e-commerce channel without traditional distributor links can provide a strong guarantee for the competitiveness of popular soy sauce wine.
Roles are changing.
Now, when the iMoutai app, which is the sole leader of the direct sales channel, stands in the C position of Kweichow Moutai's sales channel, looking back on the 675 days since its trial operation, from the supporting role of the channel test when it was put into trial operation on March 31, 2022, to the C position of the product "showcase" of Moutai's subsidiary, the role of the iMoutai app is quietly changing.
On March 31, 2022, the i Moutai app was officially launched, of which only 4 products, 53 degrees 500ml Kweichow Moutai (500ml Moutai in the Year of the Tiger 500ml Moutai 375ml 2 (500ml in the Year of the Tiger (Treasures) participated in the subscription.
At that time, for Kweichow Moutai, it was quite a bit of a test channel. Previously, for Kweichow Moutai, the main channels were still dominated by traditional dealers, and the emergence of i Moutai APP was undoubtedly a change in the one-sided form of channels. Industry insiders pointed out.
Taking off the heavy "coat" of the channel, the i Moutai APP has opened up the channel between Kweichow Moutai and consumers, and used the platform to communicate face-to-face with consumers to help Kweichow Moutai obtain C-end information. For consumers, the emergence of the i Moutai app undoubtedly provides a new choice for purchasing Moutai at the original price.
From a supporting role to a C position, the first turning point of i Moutai APP appeared on May 19, 2022, the day of its official launch. What is different from the products during the trial operation is that the addition of Feitian 53% vol 100ml Kweichow Moutai (i Moutai) and Feitian 43% vol 500ml Kweichow Moutai (with cup) allows consumers to feel the full sincerity of Kweichow Moutai.
According to public data, on the first day of the launch of the i Moutai app, a total of 2.81 million people and 6.64 million people participated in the appointment of the four products, and a total of 23,444 people successfully made reservations. In addition, as of the first day of official launch, a total of 6 products have been sold.
At that time, Cai Xuefei, an analyst in the liquor industry, once told a reporter from Beijing Business Daily that i Moutai APP had opened up a new channel for Moutai's direct sales. The purpose of the launch of 100ml Feitian Moutai is to test the market reaction after the launch of Feitian Moutai.
Although consumers did not usher in the 53 degrees Feitian Moutai, a popular single product in the terminal market, quietly, the i Moutai app is gradually transforming. According to people familiar with the matter, as of January 2024, the number of monthly active users of the i Moutai app has reached 19.49 million, the highest in history, 67% higher than the average monthly active users of 11.69 million in the whole of 2023.
From 4 products in trial operation, to 6 officially launched, and now more than 10 products; From only 4 million daily active users in the 100 days after the trial operation, to more than 80 million today; From the initial display of only the products of the joint-stock company, to the current appearance of all the products of the Moutai family, the i Moutai APP has gradually become a C-position core channel from a digital platform at the edge, and undertakes the important task of being close to the lives of consumers.
How to maintain user stickiness.
Nowadays, when the subsidiaries of Moutai Group have successively "settled" in the iMoutai app, while increasing the number of products and expanding the sinking market, they are also weakening consumer viscosity to a certain extent.
Some consumers said on social platforms: "The subsidiary's products attract more consumers, so they will also subscribe, isn't it that it is becoming more and more difficult to win the lottery for the subscribed products?" Such concerns are not unfounded. According to the official news of i Moutai, in recent days, the average daily new registered users of the i Moutai app has reached 200,000, with a peak of 400,000, an increase of 146 compared with 20238%。
Cai Xuefei pointed out that the i Moutai app does have a low winning rate, which is unavoidable in the short term as a new platform and the focus of social traffic.
In the face of a huge user group, it is quite difficult to successfully subscribe for products on the i Moutai app. Take Kweichow Moutai (Jiachen Year of the Dragon), which was launched in January, as an example, on January 7, there were a total of 858920,000 people participated in the subscription. Among them, there are a total of 501 channels of i Moutai "Enjoy about Moutai".040,000 people subscribed, and the number of successful subscriptions was only 9,476. Public reports show that the probability of success in subscribing for "Long Mao" on the i Moutai app is only 02%。
Industry insiders pointed out that the current subscription products are still the core products of Kweichow Moutai, and they are also products with high market demand. The differentiation of different products by sector is to divide consumers according to different consumption needs, which helps to divide users.
When it is difficult to sign a contract for core subscription products and it is difficult to meet the demand for subsidiary products, how should we balance the desire to buy in the future? Cai Xuefei further told the Beijing Business Daily reporter that in the future, more development directions of the i Moutai app may be richer products, a fairer winning mechanism, and better consumer value services such as information release, event previews and community activities, so as to truly build i Moutai into a comprehensive consumer service platform for the best consumers.
In addition, industry insiders also pointed out: "In the future, as the products of the company become more and more abundant, while weakening the products of Feitian Moutai, we will further create the core products of the online channel, so that consumers can be truly attracted by the products of the company." This is also one of the ways to balance subscription and consumption in the future. ”
Beijing Business Daily reporter Liu Yibo Feng Ruonan.