What does Moutai ice cream and Moutai coffee reflect?Moutai ice cream and Moutai coffee were both derivative products of the Moutai brand. The launch of Moutai ice cream and Moutai coffee reflected the expansion of its product line and the exploration of a diverse business. On the one hand, this was the embodiment of Moutai adapting to the needs of different consumer groups. Traditional liquor consumers were mainly liquor lovers, while Moutai ice cream and Moutai coffee attracted more young consumers and people who were not interested in liquor, such as young people and women, so that they could experience the unique flavor of Moutai. On the other hand, this was also an innovative attempt by Moutai in the new consumption scene. Ice cream was suitable for leisure and dessert scenes, while coffee was mostly used in daily beverage scenes. The integration of Moutai created new consumption scenes and experiences, which helped to enhance the influence and competitiveness of the Moutai brand in different market fields and also kept the Moutai brand active in the new era of consumption trends.
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What does Moutai ice cream and Moutai coffee reflect?Moutai ice cream and Moutai coffee reflected the following aspects:
** 1. Brand Diversion Strategy **
1. ** Market Segregation and Audience Expansion **
- As a traditional liquor brand, Moutai was mainly targeted at liquor lovers. The consumption scenes were mostly banquets, gifts, and traditional wine table cultural scenes. Through the launch of Moutai ice cream and Moutai coffee, the products were expanded into the dessert and coffee beverage market, attracting consumers who did not drink white wine or had low interest in white wine, such as young people, women, and consumers who liked to try new things.
- For example, Moutai ice cream had a variety of flavors, and its taste and form were more easily accepted by young people, bringing the Moutai brand into the consumption vision of young people and expanding the scope of potential consumers of the brand.
2. ** Business Divergence and Risk-Dispersion **
- At the commercial level, this would help Moutai Group reduce its reliance on the traditional liquor business. Although the liquor market was huge, it was affected by many factors such as policies, market competition, and consumption trends. Getting involved in the ice cream and coffee fields could enable the Moutai Group to find new growth points in different consumer goods categories and spread business risks.
- Taking Moutai Ice Cream as an example, it achieved a revenue of 430 million yuan in 2023, which contributed to the overall revenue of Moutai Group.
3. ** Brand image innovation and rejuvenation **
- The traditional brand image of Moutai was often associated with high-end, traditional, solemn and other words. The launch of Moutai ice cream and Moutai coffee injected fashion, innovation, and vitality into the brand.
- Moutai and Luckin Coffee jointly launched the sauce-flavored latte. With Luckin's extensive young consumer base and fashionable brand image, Moutai's image in the hearts of young consumers was more approachable and modern.
** 2. Conforming to and guiding the market consumption trend **
1. ** Integration of consumer demands **
- The demands of modern consumers for the consumer experience showed a trend of convergence. For example, in the field of beverages and desserts, consumers hoped to try a combination of unique flavors. Moutai ice cream combined the unique flavor of white wine with the sweet taste of ice cream. Moutai coffee also combined the fragrance of Moutai sauce with the mellow fragrance of coffee, satisfying the needs of consumers for novel taste combinations.
2. ** Culture Creation and Consumption Upgrade **
- Moutai ice cream, Moutai coffee and other products belonged to the category of creative products, reflecting the current trend of consumption upgrading. On the basis of satisfying basic consumption needs, consumers were willing to pay higher prices for products with cultural creativity and unique experiences. The launch of these products also enhanced the influence of the Moutai brand in the field of cultural innovation and promoted the development of cultural innovation products in the entire industry.
** 3. Enterprise's ability to integrate resources and cooperate **
1. ** Cross-industry cooperation **
- Moutai and Mengniu launched ice cream together, and Luckin launched coffee together, demonstrating Moutai's cross-industry cooperation ability. Through cooperation with well-known brands in other industries, they could share each other's resources, such as Mengniu's milk production technology and sales channels, Ruixing's coffee shop network and young consumer group resources.
- This kind of cooperation model could quickly extend the brand influence of Moutai to new areas, and at the same time, it also reduced the risk of entering new markets with the advantage of partners.
2. ** Industry Chain Extension and Cooperation **
- In terms of production, Moutai integrated upstream and downstream industrial chain resources through cooperation with other enterprises. For example, in the production of Moutai ice cream, the raw materials of liquor from Moutai and the raw materials of milk products from Mengniu were combined. In the sales process, the sales channels of both parties could also be promoted cooperatively, which improved the market coverage and sales efficiency of the product.
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Eat ice cream, ice cream, dream dragonMagnums was a British ice cream company founded in 1989 and a subsidiary brand of Lu Xue. It belonged to Unilever Group and entered the China market in 1993. It came in a variety of flavors, such as cappuccino, truffle chocolate, white chocolate nuts, toffee hazelnut, and so on. However, on August 20,2021, Menglong admitted that it used double standards in China and abroad. It used concentrated milk in Europe and milk powder in China. On April 1,2024, many batches of Menglong's classic ice cream were recalled due to metal fragments. If you choose to eat Dream Dragon Ice Cream, you have to pay attention to these situations. Of course, he could also choose to make the Dream Dragon Ice Cream at home. There was a simple self-made method. He would mix the raw materials evenly, boil them until they were thick yogurt, and then divide them into several portions to adjust the different flavors. He would pour them into the mold to freeze them, and then make the chocolate crispy skin.
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Ice Grape Ice CreamDe's 0 Fat Grape Ice Cream was a popular grape ice cream. The original red grape juice content was more than or equal to 65%. It looked like a bunch of grapes and had the texture of fruit puree and smoothie. It had a delicate taste, sweet and sour, icy and smooth, and rich fruit juice. It had zero fat and could be eaten by weight-loss experts without any burden. It was very popular in the streets and alleys and could be sold in major convenience stores. In addition, Pinduoduo also sold a bunch of grape ice cream at a price of 2.23 yuan per stick. The top was the taste of grape pear, the bottom was cream, and the green leaves were also grape flavor.
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Ice cream sundaesIce cream sundaes were excellent authors of fast-paced novels. His works included "I Have a Money-Making Halo [Wear It Quickly],""Am I Proud of Being a Supporting Female Actor (Wear It Quickly),""A Full Level Big Boss Dressed as Tragic Cannon Fodder [Wear It Quickly]," and "Cannon Fodder Addicted to Making Money [Wear It Quickly]," etc. These novels were themed with traveling through time and space, counterattacking, and relaxing. The protagonists completed missions or changed their fates in different worlds through the system or special abilities. His ice cream sundaes were loved by readers. His writing style was unique, and the story was compact and fascinating. If you like fast novels, you can consider reading a novel about ice cream sundaes.
Watermelon Ice CreamThe recommended novels of the author, Watermelon Ice Cream, included " Home,"" Miaomiao,"" The Man Picked Up,"" There's still a long way to go," and " The Wolf in My Family Has Just Grown." The plots of these novels were fascinating, the writing was excellent, and they were very popular among readers.
Ice cream sundaesThe recommended novels for ice cream sundaes included "I have a money-making halo [Wear it quickly]","Am I proud of being a supporting actress (Wear it quickly)","A top-level big shot dressed as tragic cannon fodder [Wear it quickly]", and "Cannon fodder addicted to making money [Wear it quickly]". These novels were themed with time-travel, counter-attack, and relaxation. They mainly told the story of the female protagonist's counter-attack in different worlds and becoming an existence that the male and female protagonists looked up to. Among them, the main character of "I Have a Money-Making Halo [Wear It Quickly]" was Mingdu, who changed her fate by making money. The main character of "Am I Proud of Being a Supporting Actress (Wear It Quickly)" was Shen Shijing, who became a supporting actress in a time-traveling story. These novels were all original works of ice cream sundaes, and they were featured by romance, modern times, love, and the female protagonist's perspective.
Mars Ice CreamIn the reference material, there was an ice cream called " Baxi·Dream and Shuanghe·Mars Dual Color Ice Cream ". The price was 38 yuan and it was packed in a 550-gram large plastic box. There was also Baxi Ice Cream Mars Two-Color Cocoa Black Tea flavored 550g *1 bucket of family-packaged large cup ice cream. It combined the unique flavor of chocolate and black tea. The taste was delicate and rich. According to different promotions, consumers could enjoy discounts. It was cost-effective. It used domestic high-quality raw materials and strict production processes to ensure the quality and taste. It was one of the best choices for summer. In addition, Kunshan Zhouzhuang scenic spot had a cultural ice cream related to Mars, and behind it was the unfinished story of Zhouzhuang and Mars.
The novel " Mars of Paradise " is equally exciting. Everyone is welcome to read it!
Hokkaido Ice CreamHere are some ice cream related to Hokkaido:
- Meiji was the largest milk company in Japan. It had a history of 100 years since 1917. It produced many series of Meiji ice cream with rich flavors.
- Morinaga Ice-cream was Morinaga Milk's leading product. Morinaga Milk had its own ranch in Hokkaido, and the ice cream it produced had a unique taste. For example, the innovative chocolate ice-cream making method made the chocolate shell crisp and mellow.
- Cremie ice cream was known as the god of ice cream in Hokkaido. It was launched by the old Hokkaido ice cream brand "Rishi". It used high-quality fresh cream from Hokkaido, and its signature flavor had a wonderful balance of 25% fresh cream and 12.5% milk fat. It melted in the mouth. Its special "cat tongue cake" cone had an elegant creamy fragrance, crispy and light texture. It used an exclusive ice cream machine that could pull out fine lines and present an upright sharp shape. It also received the three-star certification of "iTQi", which was known as "Michelin in the food industry", for six consecutive years.
- KUMO KUMO's Hokkaido milk ice cream was priced at 9.9 yuan. It tasted high-grade and had a rich milky fragrance.
- Three rattan new products include Hokkaido black skin watermelon flavor ice cream, etc., sold in packaging, origin is in Liaoning.
The novel " Winter in Hokkaido " is equally exciting. Everyone is welcome to click and read it!