It’s time for Moutai to launch sauce-flavored mooncakes

This article takes Moutai's brand and market expansion as its theme, and explores Moutai's development history and potential opportunities in the future. The article suggests that Moutai can launch sauce-flavored mooncakes during the Mid-Autumn Festival to meet the market demand for special mooncakes and create curiosity and unique selling points among young consumers. At the same time, the article emphasizes the importance of the "national tide" element, and believes that Moutai can take this opportunity to strengthen its integration with traditional Chinese culture and attract more attention and recognition from consumers. Recommended reading for those who are interested in Moutai's brand development and innovative market expansion.

one

Hello everyone, I am Ah Hui, a man who wants to compete with the gods. Today, let's talk about Moutai. Recently, the essence of human sauce aroma has been a bit too popular. First, there was a wave of sauce aroma latte in collaboration with Luckin Coffee, and then there was news that Moutai chocolate would be released. The hot searches, traffic, and battle reports were all over the place, which could crush Wall Street.

Image source: Luckin Coffee official Weibo

Only then did I realize that last year's Moutai ice cream was just an appetizer? No wonder no one wants it even though the price has dropped to 9.9 yuan today. Even a strong company like Moutai has to feel the disparity in the world. But if you ask me, Moutai is still moving too slowly. It took a whole year to go from ice cream to coffee. At this rate, when will the belief in Maotai sauce spread to the world? You might as well listen to my advice and take advantage of the Mid-Autumn Festival to enter the national trend track with a Maotai-flavor mooncake in one step, giving this ancient industry a little Maotai-flavor shock.

two

Many friends may have said here, Ah Hui, have you forgotten that Moutai has released mooncakes before? Yes, you are right, but there is a problem. Let's first take a look at what Moutai mooncakes looked like before. In 2021, the Peninsula Hotel Shanghai launched a Moutai coffee-flavored mooncake gift box for 1,688 yuan; in 2022, because the sky-high mooncakes were regulated by the state, Moutai International Hotel officially launched two affordable mooncake gift boxes.

▲Photo source: Moutai International Hotel official WeChat account

Although the price has been lowered, the amazing thing is that the Moutai mooncakes, whether from last year or the year before, did not contain "Mao". There is no Mao in Moutai mooncakes, you are a scammer, my friend! I suggest that everyone quickly download the anti-fraud app. In other words, Moutai is learning from Antarctic people to create a private label and only sell the label, a real business genius. However, nowadays, when everyone watches a comedy movie, they have to see the "Teng" content. In the eyes of many people, this move of Moutai is a complete IQ tax product. So no matter how popular your mooncakes are, as long as they do not contain Mao and the sauce aroma, we will not recognize it. Because it is not the real Moutai "Sauce-flavored mooncake".

So this time, I suggest that Moutai should just take the first step, add Feitian liquor, let the aroma of sauce float, and then wait for the market to go crazy and the stock price to soar. Until the last drop of sauce-flavored wine is aged, sweep the mooncake world.

three

Really, don't laugh yet, this is very feasible. If you don't believe me, let me ask you, what is Moutai doing now? A very important point is to attract young people. And the best way to approach young people is to use their curiosity. The sauce-flavored mooncakes directly hit the curiosity of young people.

Let's put it this way, everyone has eaten mooncakes, but for so many years, they have always been five-nut mooncakes, lotus seed paste mooncakes, and lava milk yellow mooncakes, which are not novel enough. If you want to be more novel, you can try Lao Gan Ma mooncakes, leek mooncakes, and snail noodle mooncakes. This is novel enough, but the dark elements are also gathered. So how to make a mooncake that is both delicious and novel is the true meaning of capturing curiosity. And Moutai itself has the blessing of curiosity. Many people say that Moutai is not good every day and no young people are willing to drink it. As a result, when people drip two drops of Feitian into coffee, Luckin Coffee directly explodes with sales exceeding 100 million yuan in a single day.

▲Image source: Luckin Coffee official Weibo

The coffee machine is almost smoking. Why? Because unless you can't afford it, who doesn't want to try what Moutai tastes like? So again, don't look at what it says at any time, but look at what it does. Even young people who don't drink are full of curiosity about Moutai. And when such Moutai meets traditional mooncakes, it is simply a collision of contrasts and a paradise for curiosity. The next question is not whether Moutai should consider whether it can sell well, but how to unify the mooncake industry, and how many rounds of year-end bonuses should be issued by Moutai's mooncake department. Just like the sauce-flavored latte a few days ago, it has set a good precedent for sauce-flavored mooncakes.

Four

Besides, is Moutai's sauce-flavored mooncake really made for you to eat? Think about why you buy mooncakes in gift boxes? Yes, for gifts. When it comes to gifts, the key is not how expensive the gift you give is, but how obvious the other party's perception is. This is actually the same as the wine table.

Even though many foreign wines and red wines are more expensive than Moutai, everyone only recognizes Moutai at the wine table. Only when you take out Moutai will the other party think that you really want to do business with him and that you really respect him. Moutai is the highest etiquette at the wine table. When it comes to gift giving, the other party may not understand if you give tens of thousands of tea leaves, but as long as you weigh two bottles of Moutai, the other party will understand your intention. I won’t say more, it’s all in the wine. To put it bluntly, what you buy here is the Moutai logo, and the Moutai logo is the most powerful endorsement of this gift. Now, the sauce-flavored mooncake has unlocked another important scene. Because this mooncake not only has the Moutai logo, but also Moutai wine inside, the inside and the face are all in place, making people feel that it is not cheap at first glance, and it feels full of style. Pretending to be cool is the core of gift giving.

five

Of course, there is another more important point: the national trend. Everyone knows that no matter what industry or product, as long as the word "national trend" is added, it is like a traffic harvester, and it will make a lot of money. To give a typical example, Tustin, which claims to be a Chinese hamburger, was originally an 18th-tier small brand. As a result, since it was labeled with the national trend sign of "Chinese hamburger", it has soared directly, and the number of stores has expanded by thousands in a year and a half.

▲Image source: Tustin official Weibo

Why? Because this generation of consumers really only likes the domestic trend.

If hamburgers can enjoy the traffic of "national tide", why can't Moutai? And Moutai has used the "national wine" sign for many years before. Although it has been removed now, it is still deeply rooted in the hearts of the people. So Moutai is like a fish in water in the "national tide". Take the sauce-flavored mooncakes as an example. Mooncakes are originally a traditional Chinese delicacy, and watching the moon on Mid-Autumn Festival is a blessing in life. Coupled with Moutai's sign, it is too easy to make it a "national tide". The packaging is printed with Chinese paintings, the publicity is Chinese style, the sauce is Feitian aged, and the mooncakes are traditional crafts. This wave directly matches the artistic conception of watching the moon. Are you still worried about the lack of traffic? For national tide mooncakes, you have to look at Moutai. So, it's time for Moutai to launch sauce-flavored mooncakes. If it's a little later, such a good idea will be snatched away by Wuliangye!

Author: Gu Xiaohui

Source: WeChat public account "Internet Brand Official (ID: szwanba)"