Luckin cooperated with Moutai, and Cudi Coffee's forced sale of Moutai caused dissatisfaction among the affiliates
On the side of the daily consumer news, Ruixing and Moutai are co-branded"Liquor + coffee"It's on fire, here, and Cudi sells it directly"Moutai"Wine.
Recently, the news of Cudi Coffee selling alcohol has spread. However, some netizens who claimed to be related to Cudi Coffee posted on social ** that Cudi Coffee headquarters"Forced"Its store ** liquor.
According to ** report, Cudi Coffee replied that the orders for Moutai Fountain Wine (Huazhi Wine) and Peony Wine (Gujing Gongjiu) are consistent with the daily orders of the store, and the first batch of orders for the two wines, each case without deduction, will be settled evenly on April 30, and the company's unsold part will be combined to recover the money. The charge was returned to the store's balance account on January 22.
On January 25, a reporter saw in the Cudi store that liquor products had not yet been placed in the store, and the WeChat mini-program also displayed liquor products"Sold out"。In this regard, the employee said:"Moutai Bulao Liquor (Changhua) and Moutai Liquor (Happy Valley) have just been listed, and the first batch will be launched today, 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 are exclusively sold through the authorized Cudi coffee channel. The staff of the above-mentioned Cudi Coffee store also said that the liquor product has just been launched, and Cudi Coffee will give each store two boxes"If you have an impulse at the beginning, you will sell it later, and then make a decision whether to sell it or not. "
***cuddy's coffee **
On December 11, Moutai Public Welfare Association and Cudi Coffee announced their establishment"Moutai Fuquan Liquor (Huazhi Liquor) Youth Employment**"with"Moutai (Gutan Liquor) Rural Revitalization**"。Moutai Fountain Liquor (Huazhi Liquor) and Moutai Liquor (Gutan Liquor) are two new liquors produced by Kweichow Moutai Health Liquor Company, a subsidiary of Moutai Group, and the target audience is the new generation market. Moutai Health Liquor Company is one of the earliest subsidiaries of Moutai Group, and Fuquan Liquor and Moutai Liquor are its current flagship products. In recent years, following Moutai Group, Moutai Health Liquor Company has also begun to test the young and healthy market.
In 2023,"Rejuvenation"It has become one of the main strategies of Moutai Group, while"When it comes to flowers"with"The Joy of the Valley"It is based on this strategic plan that the product has been created from the ground up. As part of the partnership, Cudi Coffee is authorized to be the exclusive sales channel for both liquors.
According to Cudi, this ** will be invested by Cudi Coffee, which will take 10 per bottle from the sales of the two wines, which is less than 10 million hours per year, and the **share will be made up of Cudi Coffee, and there will be no limit when it exceeds 10 million.
According to the data, by 2023, the revenue of Moutai Health Liquor Company has reached 474.3 billion yuan, a year-on-year increase of 30%. The featured products that contribute the most to the company are not"Moutai Ageless Liquor", but the company is positioned as a product with 100 yuan-200 yuan ** - Taoyuan Liquor, which will have a revenue of more than 1 billion yuan in 2023.
Cai Xuefei, an analyst in the wine industry, said that the biggest advantage of Cudi Coffee's liquor sales is that it has a large number of domestic terminal stores and relatively young consumer groups.
Cai Xuefei believes that the market competition is very fierce now, and Cudi itself is not a traditional wine merchant, and its sales ability may be random sales, and it is impossible to systematically complete the distribution of a large number of wines. "All this is still an integrated communication of brand marketing on both sides, and the importance of sales is very limited. The value of branding can be much greater than the value of sales. "
Kudi Coffee was founded by the original core team led by Lu Zhengyao, the founder of Luckin Coffee, and Qian Zhiya, the former CEO of Luckin Coffee. 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 the franchise model, Cudi adopts"Full Franchise"model, according to the gross profit of the store, the service fee is charged.
The high-speed expansion model of the franchise chain brings new increments to Cudi at the same time, but also disperses the pressure from production factors such as the first chain, but so far Cudi has not been able to obtain financing in addition to the registered capital of 200 million, and few investors are willing to support, mainly relying on cooperation with ** associates to support operations.
However, Cardy Coffee has always been there.
November 24, 2023, Cudi"Tea cat"The first trial store of the milk tea brand 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 base. Tea Cat will focus on the healthy milk tea route, mainly fresh original leaf milk tea, covering pure tea, fresh fruit tea and other products.
On January 3, 2024, Cudi Coffee unveiled its human-robot collaboration strategy, which enables alternating manned and unmanned stores to provide 24-hour service, which will be adopted by Cudi Coffee and its brands.
As for whether Cudi can sell liquor well in the future, it will have to be tested by the market.