On May 19, Kweichow Moutai Co.Ltd(600519) e-commerce app “I Maotai” was officially put into operation. At the same time, the country’s first Maotai ice cream flagship store opened for business. At present, the store has launched two Maotai flavor ice creams at a price of 39 yuan / share. “Maotai ice cream 39 yuan a share” also rushed to the hot search, causing netizens to watch.
Coincidentally, just recently, Li Ning also triggered netizens’ discussion because of cross-border coffee sales. Recently, Li Ning Sports (Shanghai) Co., Ltd. applied for the registration of the trademark “Ning coffee”, which seems to officially enter the coffee industry.
Maotai 39 yuan ice cream rushed to the hot search
On May 19, Maotai officially announced the opening of the country’s first ice cream flagship store, which is located in the hall of Maotai international hotel. At present, two flavors of original Maotai and vanilla Maotai are launched, and the tasting price is 39 yuan / share. According to Baijiu marketing experts, Maotai ice cream is a product of strategic cooperation with Mengniu. In the future, it will open franchised stores in many places across the country.
(picture from colorful Guizhou network)
Tianyancha data shows that recently, China Kweichow Moutai Co.Ltd(600519) distillery (Group) Co., Ltd. has applied for the registration of the trademark of “Moutai ice cream” which is internationally classified as convenience food. The current trademark status is awaiting substantive review.
As soon as the news came out, food and Maotai lovers all over the country bubbled one after another, and the entry of “Maotai ice cream 39 yuan a share” also appeared on the hot search. Netizens have left messages: “will you get drunk after eating?” “Is it drunk driving after eating?” Some netizens asked: “is it also the Maotai flavor craft inherited for thousands of years?”
It is reported that as early as November 2019, Maotai ice cream made its debut in Tianjin, with limited time and limited sales. In addition to Maotai ice cream, there are 6 types of wine flavor ice cream, including Phoenix flavor, light flavor, Luzhou flavor, Cabernet Sauvignon and sweet white wine. At that time, ice cream was made by mixing Kweichow Moutai Co.Ltd(600519) wine and ordinary ice cream. The alcohol concentration reached 3%, and there was a hint of spicy wine in the mouth.
According to the photos provided at the scene at that time, the Maotai ice cream displayed at the event was jointly launched by Maotai Group and Mengniu, and its shape is similar to Feitian Maotai bottle. It is reported that the shape of Maotai ice cream launched in 2019 is similar to that of ordinary cup ice cream. At that time, the price was 38 yuan / cup.
In fact, in addition to Maotai, the cross-border collocation of famous wine and ice cream is common. Shaoxing has a specialty rice wine ice cream, Zhongxue cake and Luzhou Laojiao Co.Ltd(000568) once jointly named “fragment” ice cream, Xicha has also launched Wuliangye Yibin Co.Ltd(000858) ice cream, and now normalized Japanese Rex Festival ice cream.
i Maotai is officially running, and mini flying Maotai is also online
On the morning of May 19, Kweichow Moutai Co.Ltd(600519) e-commerce app “I Maotai” was officially launched. On the same day, the app was updated and launched a new online sales energy – “cloud purchase”.
at present, there are five products on the shelves in this area: Feitian 53% vol 100ml Kweichow Moutai Co.Ltd(600519) wine, Feitian 43% vol 500ml Kweichow Moutai Co.Ltd(600519) wine, 43% vol 500ml Kweichow Moutai Co.Ltd(600519) wine (wedding banquet red), Maotai Prince wine (Golden Prince) and Maotai welcome wine (purple), with prices of 399 yuan, 1099 yuan, 1099 yuan, 338 yuan and 218 yuan respectively
In addition to the four wines launched during the trial operation, the number of “I Maotai” products increased to 9, and the price range was from 218 yuan to 4599 yuan. The four reserved subscription products in the trial operation stage are: 53 degrees 500ml Kweichow Moutai Co.Ltd(600519) liquor (year of renyin tiger), 53 degrees 500ml Maotai 1935, 53 degrees 375ml 2 (year of renyin tiger), 53 degrees 500ml Kweichow Moutai Co.Ltd(600519) liquor (treasures).
Since its trial run on March 31, I Maotai has quickly become a phenomenal app with its brand effect On the first day of online trial operation, it topped the free list of Apple App store. The number of users exceeded 10 million in 19 days, reaching 13 million as of May 13, becoming the “online Red” product of all download platforms.
With the amazing amount of APP downloads and registrations, it’s not easy to grab Maotai liquor. Many Maotai fans and consumers often show their orders on social platforms, but most of them complain that they haven’t been able to get them and “run with them” every day. Taking May 18 as an example, I Maotai put in 23249 bottles of various series of liquor nationwide, with a total of 291859 million people and 749733 million people. Rough calculation, the winning rate is about 0.31%.
Ding Xiongjun, Secretary of the Party committee and chairman of Maotai Group and Kweichow Moutai Co.Ltd(600519) chairman, also said at the performance presentation meeting earlier, “some consumers say that I make an appointment every day, even if I don’t apply for it, so do I. When I apply for it one day, I will send you the screenshot.”
Li Ning sells coffee across borders, buys clothes and delivers coffee
It is worth mentioning that with the fermentation of the topic of Maotai ice cream, netizens also associate with the news that Li Ning launched coffee service recently.
According to media reports, Li Ning Company confirmed that it would start selling coffee and said that it would provide coffee services in the store in the future to improve customers’ comfort and experience when shopping. At present, Li Ning coffee has emerged in some Li Ning stores in Beijing, Guangdong, Xiamen and other regions. Customers can get a cup of “Li Ning coffee” for free after consumption.
Tianyancha app shows that recently, Li Ning Sports (Shanghai) Co., Ltd. applied to register the trademark of “Ning coffee”, which is internationally classified as catering and accommodation. The current trademark status is waiting for substantive review.
According to the annual report of Li Ning company, by the end of 2021, Li Ning had 7137 stores. In contrast, Ruixing has more than 6000 stores in China and more than 5000 Starbucks in 2021. In other words, once “Ning coffee” is fully launched, it is expected to overwhelm many coffee brands in quantity.
According to the data of AI media consulting, the scale of China’s coffee market is about 381.7 billion yuan in 2021. The dietary concept of Chinese consumers has changed, and coffee is gradually popularized in the lives of Chinese consumers. China’s coffee market has entered a stage of rapid development. It is expected that the industry will maintain a growth rate of 27.2%, and the scale of China’s coffee market will reach trillion yuan in 2025.
However, there are many players in the coffee track, and many brands have begun to cross into the coffee market. For example, on February 14 this year, China Post’s first post office coffee landed in Xiamen Itg Group Corp.Ltd(600755) building, officially entering the coffee market. It is reported that the postal coffee shop sells coffee, tea, desserts and around the post office. Among them, the price of coffee and tea is between 20-40 yuan. The store can provide two services: self collection and delivery to home.
