Kweichow Moutai Group is a Chinese company
founded in Guiyang, Guizhou on June 14. The company mainly produces a type of
traditional Chinese liquor. In May 2022, Moutai Group launched three types of
Moutai ice cream, co-produced by Moutai and Mengniu. The first factory for this
new ice cream product was built in Guiyang, and the iMoutai e-commerce platform
was launched at the same time. On December 29, the chairman of Kweichow Moutai
Group, Xionghui Ding, revealed at the 2023 Moutai Ice Cream Market Work Conference
that Moutai Ice Cream is expected to achieve a revenue of RMB 262 million in
2022.
Moutai Ice Cream was launched on May 29,
2022 and is mainly sold to consumers through brick-and-mortar stores and the
iMoutai e-commerce platform. Moutai Ice Cream includes three flavors, with a
price between RMB 59 and RMB 66 for each cup.
Moutai
Ice Cream gains popularity throughout China, particularly in Guizhou
According to reports, Moutai ice cream can
currently be purchased in stores across 16 provinces in China, where 19
flagship stores have been opened. Furthermore, the ice cream can be ordered on
the company’s e-commerce platform in 25 provinces. A survey shows that Moutai
ice cream is available in 160 cities throughout China, and around 3.4 million
people have purchased and tried the ice cream. More than 400 million people are
familiar with the Moutai Ice Cream brand.
The Production and operation in 2022
released by Kweichow Moutai Group shows that in 2022, the company is expected
to achieve a total operating income of about RMB 127.2 billion, a YoY increase
of about 16.20%. Furthermore, the company is expected to realize a net profit
attributed to shareholders of listed companies of about RMB 62.6 billion, a
year-on-year increase of about 19.33%.
In 2022, Moutai achieved operating income
of approximately RMB 107.7 billion, an increase of approximately 15.24%
compared to 2021. Furthermore, the company’s liquor products achieved an
operating income of approximately RMB 15.7 billion, an increase of approximately
24.70% YoY.
According to the company’s report, Kweichow
Moutai Group earned about RMB 170 million in net profit per day in 2022.
Excluding wine sales, the company revenue was RMB 3.8 billion, and Moutai ice
cream accounted for nearly 7% of the revenue.
An award ceremony was also held at the
conference site. The "Sales Champion" of Moutai Ice Cream in 2022 was
the flagship store of Moutai Ice Cream in Guiyang, which is the second flagship
store opened by Moutai Ice Cream.
Moutai
Group aims to build brand loyalty in young consumers
Xiongjun Ding mentioned that Moutai ice
cream is the first non-alcoholic product created by Moutai and has become
synonymous with Moutai’s fashionable image. Moutai ice cream is not a simple
consumer product, but rather a strategic product. It is an important starting
point for cultivating the Moutai-flavored taste among young consumers and
promoting the rejuvenation and fashion of the Moutai brand. According to Ding,
seizing young consumers means seizing the future of Moutai.
According to Moutai’s plan, the company
will increase the research and development of new Moutai ice cream products,
and at the same time increase overall market presence and expand more market
channels.
According to the data released by the
iMoutai e-commerce platform, the sales of Moutai Ice Cream have continued to
boom since its launch, with daily sales exceeding RMB 1 million. The price of
Moutai ice cream also spiked on other e-commerce platforms shortly after it was
launched, with the price of each cup reaching between RMB 100 and RMB 240 in
June 2022.
For more information, please read our Dairy Products China News.
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