Moutai couldn't leave the metaverse.

Moutai refuses to enter the metaverse, but as a key leader, Moutai needs new stories and concepts to keep its products of high quality and great value. For the past 10 or 2 years, Maotai has been at the forefront with a clear understanding of the concept and the industry.

Before the opening of Metavers, "pigs" were formed. Across sports, technology, travel, education and training, from retail to consumer products, more and more companies are coming together to enter the metaverse, and the fields they have. affected have been expanded.

The company most recently involved in the Metaverse hot tub is A-share CEO Kweichow Moutai. On January 5, Moutai ushered in the new year of the Year of the Tiger with a teaching prize of 2,499 yuan. Zodiac wine sales are Moutai's regular operations every year, but this year's specials are Li Jingren, vice president and chairman of the board of Moutai Service and general manager of Moutai Liquor Co., Ltd. Press conference: "Create a series of grassroots-owned sauces. Invite the drunken beauty 'Metaverse'".

As a result, the news of Maotai's entry into the Metaverse is like fire. The most popular words combined with the most arrogant Maotai, such as "In the future you will be the Maotai company", "Maotai is a high-tech enterprise", "Let some Maotai added. No need to carry material. This is the real idea of ​​the universe. "

In a weekly interview with Caijing Tianxia, ​​Maotai told Caijing Tianxia Week that "'Metaverse' is a statement by Chairman Li and does not need to be overinterpreted." Caijing Tianxia Weekly called Li Jingren himself several times about this, but never received a call. Connections ..

Judging from the current news, Kweichow Moutai's entry into the Metaverse is more of a gadget industry, and the industry of Moutai, the leader of the liquor industry and the "king" of A-shares, it should have new stories and new content.

zodiac wine bubble

Shortly after the Lunar New Year, Kweichow Moutai launched the first of the New Year's commercials and couldn't wait for the announcement of the Renyin Tiger Wine, featuring four varieties: Moutai, Moutai Prince, Guizhou Daqu and Lai Mao.

The 53 degree Maotai zodiac is still the most concerned, the industry statement is 2499 yuan / bottle, the whole body of the bottle is tourmaline green, which means the colors of the forest and life. Although some traders complain that the green looks a bit "unlucky", the market interest in Maotai Ti wine is still there.

"Global Finance" Weekly learned from sellers that although Maotai, the year of the tiger, has not been established, some sellers increased their sales before reaching around 6,000 yuan per bottle, and must be paid in full. in advance. Make sure you receive the goods.

An employee of the distribution company quoted above said: "Currently, Tiger wine has not been released, the price is expected to be high." From his observations, Maotai used to point out a price difference in recent years: “Prices go up and then continue to fall at first. For example, Cow Maotai Belt, launched in February 2021, was initially pulled at 8,000 yuan per bottle, then gradually reduced, now the price of the first box is around 3,960 yuan per bottle.

Moutai has become the greatest champion of Chinese Zodiac wines. Kweichow Moutai has been leading the 'zodiac wine' wave in the industry for nine years since the launch of the first Moutai zodiac wine in the past year 2014. In 2014, the entire industry of the wine has not yet emerged. Limited “we eat big”. When the big liquor companies didn't stay on top and switched to low-cost alcohol, Moutai stayed with it. To mark the Year of the Horse, he began his career as a Maotai Zodiac Influencer, promoting the "scarcity" and "value of com memory" through "price increases" and "restrictions".

In fact, the main body of Zodiac sake is no different from the usual sake, only the packaging and the bottle have been changed, but the price may be more expensive than usual. For example, in 2014, the factory price of the traditional Feitian Moutai was 819 yuan, while the year of the horse, the Maotai 12 coin was increased to 850 yuan, with a limited supply of 350 tons. . However, due to the market instability at the time, Ma Mao did not gain much after its release. The following year, the Year of the Goat, Moutai reduced his zodiacal production to 250 tons.

In 2016, the red year in Bingshen, the influence of the Moutai zodiac exploded. In the same year, the market gradually recovered and all the high-end growth models of the liquor industry became apparent, the "scarcity" promoted by Moutai throughout the year gradually won the hearts of people. consumers. It was also the year that Maotai the zodiac of the zodiac (tau 希) was quickly purchased, and prices increased accordingly. Big investments quickly attracted market interest, people wanted to enter the market, and Moutai Zodiac Wines saw good investments in serialization already.

But as the value of investments has increased, "the value is not the same," he said. According to Caijingtianxia Week statistics, except for the decline in Huangtao wine production in 2015, Maotai wine production has been steadily increasing year by year since then. In 2018, Year of the Dog and the following year, Mao Tai's wine production can be stored at nearly 1,500 tons per year.

An industry insider said in an interview with Cai Jingsha Weekly, “Maotai continues to increase alcohol in Thailand to his advantage, but the quality is really the same as ever. Pei Chun. “Maotai changed its packaging in the same year, but gradually consumers will no longer have the concept of 'trust' and Maotai is still becoming worthless,” he said.

According to the estimates provided by the seller, the first wine of the Year of the Goat is still the biggest wine of the year, estimated at 19,800 RMB / bottle. The high price of these two wines is due to the small start. The price of the first box has gone down since companies started consuming the zodiac value after the red zodiac. / tog. At the beginning of 2020, the year of the Rooster, the Dog and the Pig, the value of the Maotai Zodiac appears "upside down" and the value of the first box is close to that of Feitian Maotai that year. .

The “mad” brothers of the Maotai zodiac are no longer the same.

In addition, in recent years, many liquor companies have followed Maotai to produce Zodiac wines. An industry insider once said, "As the concept of zodiac alcohol gradually diminishes, the price of Maotai alcohol is still low for some." . According to public data, at present, the size of the Huangdao liquor industry in the liquor industry is estimated at 20 billion yuan, up 30% year on year. In addition to Maotai, Wuliangye, Fenjiu, Luzhou Laojiao, Langjiu, Yanghe, etc., wine has been added to celebrate the Year of the Tiger in 2022 to celebrate the Year of the Tiger.

More importantly, consumers increasingly see the importance of marketing. One vendor denied that “heavy mixes have become a common problem in the industry. The weak open bottle of Mao Tai wines and the combination of other spirits make them a weakness and a reward, ”denied.

Baijiu Yuan universe, only special effects

Compared to traditional wine merchants like Zodiac Wines, change is not necessarily a new concept. In venture capital, every company has died out with the concept of metaverse success.

While the outside world thought Maotai would play around with new ideas and concepts, Maotai rejected the goal of "entering the metaverse". However, a strong business sense is due to the fact that Baijiu joined the Yuan universe, which occupies a leading position in the industry.

In September 2021, A-share game company Zhongqingbao, which landed on GEM 10 years ago, quickly broke the circle with the announcement of the “metaverse” game “brewmaster”. Because the concept of metaverse and the concept of alcohol both existed, the company's share price rose from 8 yuan to over 40 yuan in two months, and reached 5 times, forcing the executive to continue the letter of concern. .

In Zhongqingbao game on “Wine Master,” “Everyone in the game is a special wine master. Players can choose how to run their cellar according to their desires and forget to create them according to their thoughts and dreams.” In the worldwide, Winery Operations "In addition to" Online Brewing ", players can also extract their own beers from the management content of Winery Offline Mode and achieve NFT certification.

On January 3, 2022, Zhongqingbao Director Li Ruijie announced the H5 version of “Wine Master” on Weibo, stating, “I started to track my request and it has been returned 5 times before. "

As a result, public opinion has turned. The game "Brewmaster" is "I am not a gaming expert, but an industry product", for example "After playing online for over 10 years your games are not the same. Production levels 10 years ago. " ".

One internet user said: "Is this the game of 2022?" Later, Li Luigi responded to the surprise of the outside world with Weibo, saying, "At least our character is important."

Along with the criticism of the game itself, the criticism of "selling more alcohol" is even greater. Based on the performance of "Wine Master", the wine that can be made offline is Jinsha Ancient Wine, the Li Ruijie wine company. To the outside world, this is just one way to sell alcohol in a “metaverse” shell.

With the arrival of spring, young athletes and small and medium-sized offices can take off. So when the rumors announced that the Baiju faucet was entering the metaverse, the outside world was shocked.

"The strongest metaverse idea. A bottle falls in the sky and the whole earth is yours." Some internet users complain that Maotai is a really different concept.

But business and investment are, after all, valuable. There are not many liquor companies in "Metaverse" except Jinshagoju, and only Redu Winery, a subsidiary of Jindong group, has a set of business applications related to Metaverse. Jindong Group consists of Jinliufu Wine Industry, Jinyuanchun Wine Industry, Zhenjiu Wine Industry and Huazhi Wine Co., Ltd., an A-owned company.

After the news of Moutai's entry into the metaverse, Moutai's stock price in Kweichow fell for two consecutive days, the whole thing fell 4.09%, continuing the decline, along with market prices. of 100 billion yuan evaporated. The history of the Baijiu Yuan universe does not allow Maotai to continue to "fly".

"All things" Maotai

According to Consumer Food Standards, Moutai's "God-given story" in the alcohol industry is a self-employment story.

Prior to the “Rarity” market represented by Zodiac wines, Maotai's best-known classic business case was the “National Wine” business.

Like the Chinese zodiac "Replace the bottle without replacing the wine", the national wine is also a commercial concept. "Better than domestic wine". This is a Moutai business enterprise that has lasted for almost 20 years. Moutai finally released their concept with the "National Liquor Moutai" business case in 2018, but after years of continuous use and promotion, Moutai has grown into a sensation. , the concept of "Moutai = national wine" is deeply rooted in the human mind.

It dates back to 1990 when Moutai was the younger brother of the famous alcoholic. The first Luzhou Laojiao reached 1 million units of sales, Shanxi Fenjiu won with the development of advanced modification, ready to distribute Wuliangye, which quickly gained market share through increasing prices and OEM to do.

Moutai refused to fall behind, since 2001 he has advocated the “National Wine Moutai” and has submitted several nominations. When its business application fails, it frequently supports it both online and offline. On the other hand, offline stores and wineries support the four panels "National Wine Maotai" as a big fan of Maotai Club, Maotai Club and Maotai tasting events, and "National Wine Maotai, Show The Time For You ”for the whole country.

With the subtle impact of these activities, Moutai's “vin de pays” image has taken hold of people's minds. Soon after, Moutai applied for the trade of "National Liquor" from the National Bureau of Industry and Commerce, which led to trade unrest. In 20 years, 9 applications have been submitted and 9 have been rejected.

The market was seen by Maotai "Little Trick". A liquor industry employee said: “On site it's a business idea for business registration and litigation. He binds himself to the idea of ​​'national influence' and continues to stabilize the mission. Finally, in 2018, Maotai gave up and decided to continue applying for the 'national liqueur' brand, but after more than 10 years of trading, it did not seem important to receive the 'national liqueur' brand.

The terms "national wine" and "rarity" have been the basis of Maotai luxury for many years. Guizhou Motae, the leader in Chinese spirits, has a market value of trillions of yuan and has become a "market miracle" with a market value of over 2,000 yuan. From single-component assets to capital and capital assets. But at the same time, after years of hard work, Maotai finally found herself embarrassed by "hard to find a bottle" and "soaring prices".

The shame that Moutai faces today is that, on the one hand, it is not easy to increase the price of his better eye "Flying Moutai 53 Degrees", while on the other hand, we claim to benefit from development. . Therefore, Moutai's approach is "diversification", the so-called "diversity" is to introduce certain high-end products at the highest price increase.

In addition to famous wines, Moutai also has a dazzling selection of holiday wines, which feature beautiful packaging and charming gadgets. The wines themselves aren't much different, but their uniqueness and rarity often makes them more expensive than the average Feitian Moutai. These alcohols are not only free from cost controls, they also improve results.

On January 8, 2022, Moutai announced that it had fixed Moutai's market capitalization at a minimum of RMB 4,599, which Moutai had defined as "the first high-volume product in the new era of" good and strong "trading. 15) He also quickly overtook the market, but he will still see that his fame will continue.

There are situations where he has already backtracked. In June 2021, Kweichow Moutai announced the new products of “Xiang Yi Wuzhou”. Currently, the price of this liquor on e-commerce platforms has fallen to 3,600 yuan.

The two most important components of a consumer are the channel and the product. Moutai's best character makes his voice very strong on the channel, but Moutai needs new ideas now and in the future, and thanks to marketing he is getting a lot of income again while continuing to maintain the luxury of color. .