After promoting the rejuvenation strategy, Moutai's growth is visible to the naked eye.
A few days ago, China Moutai Distillery (Group) Co., Ltd. (hereinafter referred to as "Moutai Group") released the 2023 annual production and operation work report, showing that Moutai Group's operating income in 2023 is 1644800 million yuan, a year-on-year increase of 205%；The total profit was 1083500 million yuan, a year-on-year increase of 188%。This is the first time that Moutai's total profit has exceeded 100 billion yuan.
Since 2019, Moutai Group has begun a milestone growth of "100 billion". In 2019, Moutai Group's operating income exceeded 100 billion yuan; In 2021, the operating income of Kweichow Moutai Co., Ltd. will exceed 100 billion yuan; In 2022, Moutai's revenue will exceed 100 billion yuan.
So, reviewing Moutai's 2023, what are the major moves that have promoted Moutai's continuous growth?
Create a "+ Moutai" ecology and grasp the emotional value of young people
The "first sip of Moutai" for young people starts with "+ Moutai".
With the new ecology of "+ Moutai", Moutai has opened up a new world of traffic. In 2023, the product matrix of "+ Moutai" will be further enriched.
The first is the "small branch" that is more "sinking" and more "Moutai".
In July 2023, Moutai Ice Cream and Zhongjie 1946 will launch a new product "Small Branch". In terms of taste, there are 5 flavors: milk, chocolate, sour plum, peach, and green grapefruit; **On the list, the price of 29 yuan, compared with other products of Moutai ice cream, shows that it is close to the people; In terms of packaging, it is more rich in "Moutai elements".
Moutai linked Tmall to call for small branches
The arrival of "small branches" has allowed Moutai elements to continue to "sink" and "rejuvenate" with ice cream as the carrier. Although it did not set off a traffic feast like the "Sauce Latte" in September, in the summer of 2023, "small branches" have also become one of the popular social currencies. On the Douyin platform, the number of topics about "small branches" exceeded 100 billion, which once again confirmed the influence of Moutai ice cream among young people.
The second is the emergence of the phenomenal "sauce latte".
On September 4, 2023, Luckin co-branded Moutai's "Sauce Latte" was officially launched. This is a latte with 53 degrees Kweichow Moutai liquor flavored thick milk.
Sauce latte Weibo topic data performance.
The sales volume on the first day exceeded 100 million, dominating the hot search for many days in a row, and such a record made this joint brand a "god-level" marketing sample. After the short-term traffic outbreak, Luckin listed the sauce latte as a long-term product and applied for the registration of the trademark "sauce latte".
In this joint marketing, it seems that Luckin is the big winner with both traffic and sales. In fact, this is also Moutai's action to change the brand perception once again in the form of moisturizing things silently. At the Moutai Group Market Work Conference held a few days ago, Wang Xiaowei, deputy general manager of Moutai Group, said that the sales of sauce-flavored lattes were about 40 million cups.
The third is the followingSauce-flavored latteLater, it will be MoutaiPushed to the hot search"VirtuePherdChocolate in the heart of the wine".
A poster of "Don't hide it, Dove and I officially announced" attracted countless young people to "squat" on e-commerce platforms, small programs and other purchase channels, and it is bound to "squat" to the first wave of early products. On September 16th, Moutai x Dove Wine Heart Chocolate was officially launched. Just like the previous Moutai ice cream, for this co-branded chocolate, consumers shouted "chocolate assassin" while buying a lot.
Screenshot of Kweichow Moutai official WeChat.
The price is 2 pieces of 70 yuan box of chocolates, and at 4 p.m. on the same day, Dove Tmall*** has been sold out. The young people who "tasted 53 degrees of wine chocolate" were once again lost in the traffic feast of "+ Moutai".
Petite sticks, sauce-flavored latte, wine chocolate ......By binding new consumer brands to innovate "+ Moutai" products, Moutai has been attacking all the way on the road to rejuvenation, grasping the freshness and experience of young consumers on the Moutai brand step by step, and also grasping the emotional value of young people, so as to promote the Moutai brand to truly break the circle and enter the young consumer group.
Culture breaks the circle, breaks the boundary and promotes the collision and precipitation of culture
Moutai, which is busy creating a traffic feast, is becoming "exaggerated"? Not! On the other side of the traffic feast, Moutai has been committed to the precipitation of brand culture. In 2023, we can also see some actions of Moutai in brand culture building, and even Moutai has begun to launch some boundary-breaking activities to promote the breaking of culture and further strengthen brand culture.
For example, in July 2023, Moutai officially launched the first Moutai MBD Design Competition。According to its official introduction, this is a professional and international design competition focusing on wine design, which is the highest honor of Moutai Design. Moutai has set up a million-dollar prize for the competition to attract talents from all over the world. The first competition takes "beautiful era, beautiful life" as the main design line, injecting new cultural connotation and vitality into Moutai's "beautiful products", and at the same time, the future normalized competition will also build a long-term communication and sharing platform for the industry.
Taking the competition as a window, Moutai plays a leading role in its head enterprises and shows the value of its head enterprises, such Moutai is not only so simple as being younger, but also its cultural heritage and industry appeal are the fundamental reasons why other brands are beyond reach.
Another example is built on the basis of Moutai cultureCultural tourism projects- Moutai Station。From September 9 to October 7, 2023 alone, there will be 12 "Moutai Post Stations" in Guizhou scenic spots, including Xijiang Qianhu Miao Village, Qingyan Ancient Town, Huangguoshu Scenic Area, Danzhai Wanda Town, and Libo Scenic Area, which are open to tourists.
Screenshot of Kweichow Moutai official WeChat.
Moutai Station is a large-scale tourism activity jointly carried out by the Guizhou Provincial Department of Culture and Tourism and Moutai GroupLiquor culture + cultural creativity + tourismWith the help of Moutai's influence, it attracts tourists from all over the country to pay attention to Guizhou and fall in love with Guizhou, and at the same time have a deeper understanding of Moutai's liquor culture and the lifestyle represented behind Moutai.
From the strategic measures of Moutai MBD Design Competition and Moutai Station, it is not difficult to see that Moutai mainly tends to two directions in cultural constructionThe first is to look forward to the development direction of the brand and even the industry, and the second is to gain insight into the changes in the consumer marketThis kind of cultural circle-breaking behavior not only shows the rich cultural heritage of Moutai, but also shows the younger side of Moutai.
Infinite scenes, young people guard".iMoutai" ordered
On Moutai's 2023 report card, I have to mention the record of "i Moutai".
On January 17, the official WeChat of "i Moutai" disclosed a set of data: In recent days,iMoutai" appDaily active usersContinuously exceeded 8 million, an increase of nearly 70% compared with the same period in 2023; The average daily number of new registered users is 200,000, with a peak of 400,000, an increase of 146 compared with 20238%。
At the 2024 annual market work meeting of Moutai Group held on December 30, 2023, Ding Xiongjun, chairman of China Kweichow Moutai Distillery (Group) Co., Ltd., revealed that the platform has more than 53 million registered users and more than 4.8 million daily active usersThe cumulative transaction volume of the platform has reached 44.3 billion yuan
Go hand in hand with intuitive data growthi"Moutai" has officially become one of the key sales channels of Moutai
Behind this,The first is "".iThe perfection of the "Moutai" app。On February 5, Sir landed on the "i Moutai" app and found that the Moutai products sold by "i Moutai" are approaching the full range, including Feitian Moutai Zodiac Liquor, Moutai 1935 and other Kweichow Moutai products, Youmi Blueberry Craft Brew, MOJT Moqito Cocktail "Guizhou Taste" series products, as well as Taiyuan Liquor and other products of Moutai Health Liquor Company.
The second is the passage of Moutai".iThe "Moutai" app has achieved effective price controlThe phenomena of "inflated" and "opaque", which are quite criticized by young people, have been effectively curbed and dispelled the doubts of young people about buying Moutai products.
The third is that Moutai users are becoming youngerThe emergence of the "i Moutai" app just caters to the consumption habits of young people; On the contrary, the "i Moutai" app has shown double growth in terms of users and sales, which also verifies the youthfulness of Moutai users from the side.
Innovation + segmentation, new products cover multiple consumer demands
Also on January 17, the official WeChat disclosure of "i Moutai" *** specifically pointed out that an average of more than 6 million people participate in the subscription of Kweichow Moutai in the Year of the Dragon every day, an increase of 72% compared with last year's Year of the Rabbit.
The trend of subscribing to Zodiac Moutai is intensifying, and this year's Kweichow Moutai in the Year of the Dragon is already Moutai CompanyThe 11th zodiac wine。Combining the traditional Chinese zodiac culture and the influence of the Moutai brand, Zodiac Moutai, since the first launch in 2014, the annual zodiac wine has been hot.
Source: Kweichow Moutai official WeChat.
On January 6, in the "Jade Rabbit Farewell to the Old and Dragon Soaring Nine Heavens" subscription activity synchronized with "i Moutai", Moutai released a total of 19,998 bottles of Zodiac commemorative liquor, including 9,999 bottles of Kweichow Moutai in the Year of the Dragon and Kweichow Moutai in the Year of the Rabbit. Compared with the 29,999 bottles of the 2023 "Sending Tigers and Rabbits" special event, this year's delivery volume has been reduced. This also makes this subscription activity more and more attention-grabbing.
In addition to Zodiac Moutai, there are new products that will attract much attention in 2023MoutaiChunjianwithMoutai solar term wine。Among them, Moutai Chunjian is a high-end product developed by Moutai for brand enthusiasts and high-quality people. Moutai solar term wine is another masterpiece of Moutai after the zodiac wine. Consumers' attention to Moutai's 24 solar terms is intuitively reflected in the ups and downs. From the beginning of 4,200 bottles to soar to 26,000 yuan bottles, and then to fall back to less than 10,000 yuan per bottle, the rollercoaster ** recorded the market's attitude towards Moutai solar term liquor.
From the zodiac Moutai to Moutai Chunjian and Moutai solar term wine, the main line of Moutai's new promotion is still very clear-Diversified, segmented, and innovative, but still has cultural attributes and collection value
Just as Moutai Group responded, in 2023, Moutai's "three main businesses will develop in a coordinated manner, with a continuously enriched product matrix, a diverse channel construction ecology, and a splendid brand activity......This kind of Moutai has allowed the brand to achieve good results in the stock game of "head squeezing development", and it has also promoted the entire Chinese liquor market to precipitate culture and move towards youth.