“Motai-flovored latte”Young people's first cup of Moutai
Recently, Kweichow Moutai, a top liquor manufacturer in China, and Luckin Coffee, a domestic chain and cheap brand, introduce a new product "Motai-flovored latte". It was quickly on the hot search,blow up on social media, and sold out quickly.
Moutai has a history of nearly500 years. Maotai Town is located on the Guizhou Plateau and has unique underground mineral spring resources, which provide particular conditions for baijiu brewing. Moutai is having won multiple gold medals in international wine competitions and is one of some of the most acclaimed premium baijiu in the world. Because of its high quality, Moutai is often used as an object of top gifts and investment. The vintage Moutai has even become a collectible, which is worth a lot.
Luckin Coffee faced a bankruptcy crisis in 2019 but successfully resolved it by introducing new products and discount promotions. In 2023, the financial performance statement officially published by Luckin Coffee showed that revenue growth in the second quarter was 88%.This is another new marketing strategy was successfully created by combining China's national baijiu with an chain brand and merging the culture of Baijiu (Chinese white liquor) with coffee culture. Sometimes, what we care about more is a cheap price (this beverage is priced at $5.17 and $2.59 during promotions) and the willingness to experiment with new things. It also shows our constant pursuit of "novelty" and "uniqueness." We are always seeking something different to enrich our life. However, behind this, we should also consider whether we need to endlessly pursue novelty. Businesses are becoming smarter in marketing, but do we also need to become more rational? What we truly hope for is an affordable and delicious cup of coffee, rather than a beverage that is overly commercialized and filled with marketing gimmicks.
Of course,I am also one of the fans of Motai-flovored latte. As an ordinary person who is constantly pursuing novelty and uniqueness, how can we treat new things that are constantly appearing on the Internet more rationally? If you have any opinions, please comment!
Dear Wantong,
ReplyDeleteI really like how you have presented the story of Motai-flavored latte in your blog. And, for your question of can we treat new things that are constantly appearing on the internet more rationally, for a person who really like finding new stuffs on the internet, I think it’s important to set clear goals and filter out what is your need that always attracts you into that. For instance, if your attracted towards new fashion trends and buying them then instead of buying impulsively, spend time to think like do you actually need and why it's motivating you.
Hi Wantong,
ReplyDeleteAs someone that loves coffee and the different types of coffee this blog peaked my interest. I really like the context you gave around the company and the issues that they were having. I find that similar to Starbucks, coffee companies need to develop their brand identity around innovation. Since new products are constantly added to the market and the trends for certain drinks tend to fall out of style it is very important to continue releasing new products that people want. Overall, it was an insightful read! Great job!
Hi Wantong!
ReplyDeleteI really liked your post! I am not a coffee drinker, but I am for sure a fan of a fun drink. To answer your question, it is hard to act rationally to all the unique and novel items that the Internet gives us. I think it's important to know what you really like and enjoy, and if it acquiring said item will add to what you already have. Obviously that's easier said then done, and some items are more exciting than others, but if you know what you like, then I would focus on that, as opposed to what is catching everyone's eye. For brands, I think this means they need to stay true to what their customers really like, because ultimately that is the reason they come back.