After cooperating with Mengniu to launch Moutai ice cream and cooperating with Luckin Coffee to launch sauce latte, Moutai announced its cooperation with Dove Chocolate to launch wine-filled chocolate.

If most people still praise HE Tuber the cooperation with Luckin, after the official announcement of the cooperation with Dove so quickly, many people began to worry a little: as a luxury brand, it frequently cooperates with FMCG Good product cooperation? If this continues, where will Moutai's sense of high-end and nobility remain?

However, today, when traffic is everything, all doubts have been dispelled by traffic. As soon as the products were warmed up, Moutai and Dove were on several hot searches. After the official launch of sales, the discussion became even more heated. Moutai's exposure naturally made other Brand envy.

But is this exposure valuable to Moutai?

The goals of exposure and traffic are nothing more than two, one is to increase brand awareness, and the other (the ultimate goal) is to promote sales.

Let’s talk about brand awareness first. For Moutai, it’s hard to imagine that people over the age of 20 don’t know the brand Moutai.

Those who know Moutai will naturally know it, and those who don’t know Moutai will naturally know it when they are in their twenties and thirties. Most of them know Moutai not because of advertising or marketing, but because Moutai is the number one liquor brand in China. Word of mouth spreads among people to expand your popularity.

As for people under the age of 18 who basically do not drink, it is of little significance to increase brand awareness among them, because in a few years, when they start to come into contact with alcohol, they will naturally know about it.

Let’s talk about sales. Marketing must ultimately lead to sales. Can increasing public influence through joint branding promote Moutai's sales among young people? I think it's difficult.

Would a person who has never been a consumer of Moutai spend more than 1,000 on a bottle of Moutai just because he drank a cup of coffee worth 20 yuan or ate an ice cream worth dozens of yuan? Impossible, this is not in line with the consumption habits and ideas of this kind of people.

An event marketing may promote the short-term sales increase of ordinary-priced fast-moving consumer goods, but it is difficult to have much help in the sales of luxury goods.

So a person who drinks alcohol, let’s call him a young person, cannot possibly not know about Moutai. He knows about Moutai but doesn’t buy it just because he can’t afford it. Of course, he won’t suddenly become rich because of a marketing campaign. I bought Maotai.

Moutai's co-branding has allowed it to lower its prices to a level that even a loser can buy. This is problematic for luxury brands.

Let’s first look at the characteristics of luxury brands.

Luxury goods are essentially different brands from mass consumer goods. They have been building their own brand image and advantages through the law of "anti-(mass consumer goods) marketing" for many years.