Moutai ice cream is frying to the back of the sky: "Because you can't buy it, you will be fired"

"'Classic Original × 12 Cup" price is 2253 yuan, SF cold transportation, and quickly shipped. "On a certain e -commerce platform, Moutai ice cream sells information on the screen. However, it should be noted that compared to the official price of 66 yuan/cup, the price of the above e -commerce platform's package is equivalent to 188 yuan/cup, which has nearly twice the premium.

Moutai Ice Cream, which comes with the "halo", has attracted countless eye -catching since its official launch on May 19. As the whole milk fat ice cream launched by Moutai and Mengniu, it covers three flavors of classic original 75g (66 yuan/cup), green plum boiled wine flavor 78g (59 yuan/cup), vanilla flavor 75g (66 yuan/cup), Moutai wine The content of 2%, 1.6%, and 2%, respectively.

In the eyes of many industry insiders, the launch of Moutai ice cream is the first breakthrough that Maotai has proactively approached young consumer groups, which is to break the stereotypes of "traditional, stable, business" of Moutai products in the past. Show the other side of Moutai's "innovation, vitality, and fashion" to consumers.

Because of the "faint Moutai wine", Moutai ice cream hangs the appetite of many people. Many consumers bluntly said: "I have always been curious about what Moutai wine tastes. I can't buy Moutai wine. It is okay to buy an ice cream to feel it."

According to data released by "I Moutai", Moutai Ice Cream has continued to become popular since its release, with daily sales exceeding one million yuan. Taking the sales data on June 29 as an example, Moutai ice cream sold more than 1.7 million yuan on the same day, and a total of more than 27,000 cups of pre -packaged ice cream were sold. On the same day, the two provinces of Shaanxi and Jiangsu, which only launched I Moutai,, including the two flagship stores of Xi'an and Nanjing, sold a total of 1.28 million yuan online and offline, and sold more than 20,000 cups.

Perhaps because it has not been rolled across the country, the price of Moutai ice cream has also been fired all the way on other e -commerce platforms. It is understood that the online price of some e -commerce platforms ranges from 100 yuan/cup to 240 yuan/cup, which is nearly 3 times compared to the original price of 66 yuan/cup. Some shop customer service staff revealed to the "Securities Daily" reporter: "We order directly in Moutai to ensure that it is genuine."

"The price of the product is determined by the market supply and demand. The price of Moutai ice cream is fried high, reflecting the scarcity of the Moutai brand from the side, and the market's strong demand for Moutai ice cream." General Manager Cai Xuefei told the Securities Daily reporter.

Wang Jianjun, an industry insider and a white wine marketing expert who sold the sauce -flavored liquor sales of all years, also told the Securities Daily reporter: "The reason why Maotai ice cream is fried on some e -commerce platforms because it is currently available in some cities. There is a gap in supply. Summer is the peak season of ice cream consumption. Local consumers who have not opened flagship stores in Beijing and Shanghai will turn to online taste. "

It is reported that as of now, Moutai Ice Cream has opened 4 flagship stores in Zunyi Renhuai Moutai International Hotel, Guiyang, Nanjing, Xi'an and other places in Guizhou. Users in Guizhou, Jiangsu and Shaanxi Province can be on the "I Maotai" APP Buy, the cold chain is transported. On July 9, five Moutai ice cream flagship stores in Hangzhou, Shenzhen, Guangzhou, Wuhan, Changsha and other places will also open. At that time, the offline channels for Moutai Ice Cream will be extended to 9 flagship stores. In addition, "I Moutai" will also be used as the current official online channel, and will be launched in Moutai ice cream simultaneously in four provinces such as Zhejiang, Guangdong, Hubei, and Hunan.

In Wang Jianjun's view, with the opening of more offline flagship stores, the price of Moutai ice cream will gradually return to reason. "Because you can't buy it, the price will be fired. When everyone can buy it, the price will naturally fall." Wang Jianjun emphasized, "Moutai ice cream is different from Maotai. The seasonal product. "

Reporter Wang Hehe

Learr reporter Feng Yuyao

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