Brand Marketing
How to Truly Understand Moutai's Youth-Oriented Strategy
Moutai's youth-oriented strategy has sparked controversy on social media. From the co-branded coffee 'Sauce Aroma Latte' with Luckin Coffee on September 4th, to the liquor-filled chocolate with Dove on September 14th, and even earlier the Moutai ice cream, these moves have triggered multiple waves of discussion. It wasn't until September 16th, when Moutai's chairman Ding Xiongjun announced that co-branded products would be paused, that the热度 truly subsided. In these efforts to connect with young people, who truly benefits, and what does Moutai gain from partnering with emerging brands? If viewed from the perspective of young people, Luckin and similar brands are more scarce; arguably, Moutai needs Luckin more than the reverse.
杨泽 品牌分析师