Moutai's targeting of young people seems to be a definite thing.
Probably the original Feitian Moutai only has financial value for young people, and Moutai chooses to co-brand with other well-known food brands to get closer to young people in a roundabout way.
Moutai is too expensive, but you can still tiptoe with Moutai's coffee, chocolate, and ice cream.
Since you can't afford to climb high, then the national liquor will take the initiative to approach you, and Moutai is really working hard in this regard. On this road of rejuvenation, Moutai has walked very steadily, showing a steadiness in line with its status in the rivers and lakes, not at all like some "nouveau riche brands", which are in a hurry to make conspicuous bags when they are occasionally out of the circle.
At the same time of change, Moutai continues to release signals to promote the rejuvenation and fashion of the Moutai brand. "To seize young people is to seize the future of Moutai. Ding Xiongjun once said.
On the one hand, in the application of base liquor, Moutai has used base liquor to create a series of peripheral products to get close to young people; On the other hand, in terms of microbial technology, it is hoped that microbial technology can be used to develop some future foods in the future.
Kweichow Moutai is also continuing to think about how to attract young consumer groups.
Moutai is getting younger, can you still refuse? Xiao Zhuqing pointed out: "Now the homogeneous involution competition in the liquor industry is very serious, through cross-border entry into the high-quality and cheap ice cream, coffee, chocolate, new tea and other tracks, we can revitalize the idle funds of large liquor companies, activate channel resources and brand trust resources, balance the obvious off-peak season operating pressure of the liquor industry, and create incremental value of fame and fortune." ”
In fact, in a similar way to "Mao Xiaotai", it is a strategy worth considering to subdivide a young brand carrying the mission of "Moutai +" to operate independently, adopt a new brand core value positioning for young customers, and use this brand to carry out similar cross-border ("Mao Xiaoling" in the recent cooperation with Dove seems to reflect this kind of business thinking, and it can be observed in the future).
Specifically, if Moutai wants to truly achieve youth, at present, the core obstacle is actually the emotional alienation of young people from the "stereotyped, serious, and high-minded" roundtable wine culture that exceeds the standard of "daddy", and it is this alienation that gives brands such as "Jiang Xiaobai" a huge market space.