Since the subscription was opened on the i Moutai platform on January 7, this wine has quickly become the focus of the market and aroused a magnificent market response. The heat of the zodiac wine market has been ignited again and has become the center of heated discussions from all walks of life.
"Long Mao", the name is full of symbolism of traditional Chinese culture. The dragon, endowed with a symbol of auspiciousness, dignity, strength and wisdom in Chinese culture, is the only mythical creature in the zodiac, carrying people's yearning and prayers for a better life for thousands of years.
Fundamentally, there are differences in the market for the trend of liquor in the future", liquor analyst Cai Xuefei pointed out that the market supply and demand relationship is determined, the once homogenized zodiac wine is blooming everywhere, and the excessive hype of the zodiac wine has led to its deformity, and with the weakening of market demand in recent years, the rational awareness of consumers has increased, and the decline of zodiac wine is also normal.
Cai Xuefei pointed out that the decline of "Longmao" is directly related to market expectations, with reference to the ** of zodiac wine in the past few years. It is indeed possible that the market thinks that the Year of the Dragon zodiac is too large, and the market is more cautious.
The vigorous development of the Chinese zodiac wine market in recent years reflects the continued influence of traditional Chinese culture in modern society. It is understood that the current market size has reached 30 billion yuan, and is expanding rapidly at an annual rate of more than 30%.
As a leading enterprise in the industry, Kweichow Moutai has started a boom in the zodiac wine market since it launched the Year of the Horse commemorative wine as early as 2014. However, with the exception of Moutai, other brands of Zodiac liquor have not been as enthusiastically sought after by the market as expected, and most of them are between the cold and warm of the market.
Industry insiders pointed out that the homogenization of the Zodiac wine market is becoming increasingly prominent, and the lack of product innovation and differentiated competition is the main reason for consumers' low interest in other brands of Zodiac wine.
In addition, there are people in the industry who have different views and analyses on this sharp fall. Some believe that this is the direct result of the increase in the number of products, especially the dealers in some areas have obtained a large number of sales quotas, and the volume in the market has increased.
High-quality wine should meet the material and spiritual needs of consumers at the same time, so "cultural marketing" has become the focus of wine companies in recent years.
Culture has endowed liquor with higher value attributes, and Zodiac liquor is a powerful grip. However, the product launch is only the first step, and more brand activities need to be supported in the future, such as Moutai holding Zodiac wine appreciation meetings in major cities.