Why is Maotai Sauce latte popular on the Internet

Have you tried the sauce latte that was hot a few days ago? The cross-border joint name of Moutai and Luckin Coffee, what are the factors considered?

In recent days, the circle of friends Weibo Tik Yin and other media, by Moutai joint Luckin sauce latte brush screen, everyone's enthusiasm to buy no less than the last Fendi and happy tea joint activity, and even the audience is more extensive, because in China, Fendi can only be called light luxury products, and Moutai is the real top flow of liquor.

1. The layout behind Moutai

Behind the popularity, it is not difficult to see that Moutai's strategic intentions are gradually grounded, including many Moutai co-branded marketing in the past two years, such as Moutai ice cream in cooperation with Mengniu, the essence behind it is actually Moutai's larger layout - occupying the young consumer market.

Judging from Moutai's financial report and net profit, it is actually very stable at present, standing firmly in the top 1 national liquor in the high-end liquor market. For high-end occasions and the highest specifications of Chinese guests, it must be Moutai that appears at the wine table. But behind the seemingly prosperous, in fact, there is also a big hidden crisis, Moutai is not worried about the high-end market, what is worried is that the future of this batch of high-end market customers is gradually shrinking, and the new generation of young people, for the sauce fragrance, for Moutai is not cold, and is not willing to understand the value behind Moutai, from a long-term perspective, how to occupy the next consumer force - young people, the future high-end market successor mind, is the top priority.

In order to occupy the young market, Moutai has also done a lot of online marketing and digital upgrades, but the effect is not great, the essence is that it still revolves around the origin history of the wine and the essence of sauce fermentation to strengthen the brand mentality, and young people are not interested in this.

Just when Moutai was at a loss, Mengniu discovered the cross-border marketing value of Moutai.

Cooperating with Moutai to co-brand Moutai ice cream, so that everyone can taste the taste of Moutai liquor at a price of tens of yuan, which can easily cost thousands of yuan a bottle on the market, so that more young people and relatively low-income groups who were previously afraid of Moutai can taste high-end liquor luxury goods at a lower cost.

The essence behind it is very interesting, in fact, it is similar to the lipstick economy of economics.

The lipstick economy is the more when the economic environment is sluggish, the more lipstick is the best time for sales. The essence behind it is that everyone can spend 1-200 yuan to buy lipstick for big-name luxury goods, and satisfy their vanity and desire for satisfaction at a very small price. The co-branding of Luckin and Moutai is a typical counter-cyclical manifestation of the lipstick effect.

When you look back at the economic history, you will find a very interesting phenomenon: the more the economy is sluggish, the more people need cheap entertainment to relieve stress, and the food and beverage industry is also based on domestic demand and necessity, so it can better avoid the impact of changes in the economic environment.

The co-branding of Luckin and Moutai is actually a combination of entertainment marketing and mass beverages, which hits the needs of just need + entertainment, so that everyone has a new reason to consume: to buy "light luxury" (that is, cheap luxury) to comfort and treat themselves.

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On September 4, both occupied the hot list of Douyin and Weibo, and continued to ferment in public social media and private domain social media, and consumers spontaneously forwarded and shared to achieve fission and planting.

Moutai's share price on the day was also detonated by everyone's enthusiasm for consumption, and it continued to rise in red (Kweichow Moutai's share price fluctuated upward on the afternoon of the release of the sauce latte, with a maximum increase of 1.5%). As of the close, it rose by more than 0.81%, and the market value rose by about 20 billion. ）。

Why is it a win-win situation? Because for Luckin and Moutai, there are certain development bottlenecks in both. Through cross-border marketing, we can reach consumer groups that are difficult to reach in their respective industries in the past, and achieve consumer breakthrough.

Moutai appeal - let more young people know Moutai, plant grass and taste Moutai, and gradually occupy the minds of young people.

Luckin appeals - cross-border brand marketing, breaking the original user circle, infiltrating middle-aged and elderly users, and increasing the brand premium through the co-branding of Moutai's domestic top luxury liquor brands.

"Wine + coffee, I love this cup the most", young people are happy to finally drink "the first drop of Moutai for young people" at a very low price. Based on the endorsement of Moutai, the middle-aged man curiously tried "the middle-aged man's first cup of Luckin sauce latte", and he would not get drunk after drinking half a catty in one go.

Whether it is from the perspective of marketing exposure or product sales, it has achieved an effect that exceeds expectations, only on the day of release, Luckin Sauce Latte sold 5.42 million cups + in a single day, and the sales of single products exceeded 100 million yuan. (The daily sales volume is 5.42 million cups, you may not have a concept, for example: Luckin's raw coconut latte, which was popular all over the Internet, only sold 10 million cups in a single month, which is equivalent to the daily turnover of the sauce latte on September 4 is equivalent to the cumulative sales volume of the hottest raw coconut latte for half a month). This sales performance can be said to be the best case of marketing conversion. After all, in the downward stage of the economic cycle, only strengthening brand marketing and not considering the way of converting sales will not be recognized by the company

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