With the contraction of channels, disbandment and dissolution of teams, Moutai has actually shrunk its peripheral products, including ice cream. What's going on behind the flash of peripheral products for Gen Z consumers?

Listed for 3 years, once became the industry's top flow of "Moutai ice cream", but now it has come to an end, this is Maotai for the market trend after the "trend guide"?

Moutai ice cream is regarded as one of the core measures of Moutai's "youth" strategy, aiming to attract generation Z consumers through cross-border products, break the sense of distance between traditional liquor brands and young people, and reach Generation Z consumers with the slogan of "young people's first taste of Moutai", cultivate their cognition of Maotai sauce flavor, and reserve potential users for the future liquor consumption market.

In the early days of listing, many young consumers paid for the novelty, but the high premium met with consumption fluctuations, resulting in young people losing interest in high-priced products, and the subsequent re-purchase rate was insufficient, in the case of the prospect of being downplayed, the high-level cut off these "peripheral products" is inevitable.

Obviously, the withdrawal of "peripheral products" represented by Moutai ice cream, to a certain extent, belongs to Moutai's "correction" of previous market policies, and this also indicates that Moutai's future development path will be affected by multiple aspects such as market trends.