Source: Securities Times
Recently, Moutai has successively launched "i Moutai" and ice cream, which have become popular all over the Internet, and quickly went out of the circle, causing mixed praise and criticism from all walks of life.For example, investor Duan Yongping believes, "Intuitively, this is not a good product (Moutai ice cream), and it feels too divergent." Ren Zeping, who has claimed to be a transformed emotional blogger, said after careful research, "Moutai is brave in innovation and reform. , this is a good thing, and this should be positively recognized”, “We must have the courage to accept new things, especially innovations that are close to the people and benefit the people.”It is worth mentioning that Ren Zeping's Weibo certification information is still an "economist".
For well-known reasons, Maotai's every move always attracts people's attention.What's more, the large-scale cross-border action of ice cream is even more eye-catching.Judging from the current market feedback, it has achieved good results in the pilot places such as Guiyang.Moreover, Moutai also stated that the development of Moutai ice cream is an effort made by Moutai to meet the young consumer group.After the cold chain distribution is opened, consumers in other cities will also have the opportunity to taste Moutai ice cream.In the future, Moutai's dealers can also open franchise stores.It can be seen from relevant statements that even Maotai, which is the most valuable consumer brand in China and a listed company with the highest A-share market value, still has a sense of crisis.
However, it is still a bit too optimistic to make young people fall in love with Moutai because of Moutai ice cream (53 degrees Feitian with 2% per stick and a total of 1.5 grams).Although Moutai has repeatedly denied that it is a luxury product, the market's current perception of it is still the standard of luxury.The existence of all luxury goods is based on the user's additional satisfaction with it, which is mainly based on social relationships.However, from the perspective of consumption, it is not difficult for fast-moving consumer goods like ice cream to have the identity of luxury goods.The identity of luxury goods can either persist in usage scenarios, such as clothes, cars, bags, etc.; or it can be blessed by important scenarios, such as high-end banquets.However, as a competitor of Moutai ice cream, Häagen-Dazs has not yet been able to achieve this small goal. As a latecomer, Moutai is even more difficult to imagine.
One of the main problems of Moutai now is that 53 degrees Feitian is not enough to sell, and other series of wines are not easy to sell.The capital market's expectations for Moutai, plus the increase in the proportion of self-operated, but this historical problem requires time, timing and opportunity to solve.At present, both products under Maotai, ice cream and Feitian are actually a relationship between left and right.Although 1.5 grams of Feitian per stick of Moutai ice cream is only worth 3 yuan at the ex-factory price, accounting for about 5% of the price of the whole ice cream, the other costs of Moutai ice cream, especially the operation and sales costs, will be much higher than that of alcohol. The product, that is, the profit margin of ice cream, will most likely be the lowest in the Moutai series.
Innovation is worth encouraging, but the basic market logic of business will not be transferred by human will, even Maotai.What I would like to see more is that Moutai continues to attract the attention of the market through the gimmicks of new products such as ice cream, so as to promote its "i Moutai" APP quietly and at a low cost. If it really becomes a national-level application software, then there are really infinite possibilities for commercial use, at least breaking the current barriers of self-operated and dealer interests, of course.In view of this, we should give Moutai's ice cream a little applause.(The author is a reporter from the Securities Times, this article is a personal opinion, does not represent the views of the unit, and does not constitute any investment advice)
Editor: Ye Shuyun
