i茅台推出蛇茅“日期自选”服务 茅台首轮生肖酒收官再释惊喜

Core Insights - Guizhou Moutai has launched a digital value-added service through its "i Moutai" app, allowing consumers to select production dates for their purchases of Moutai liquor, enhancing consumer choice and engagement [2][3] - The "date selection" service is a significant innovation in the high-end liquor market, providing a personalized purchasing experience that aligns with consumers' emotional connections to special dates [3][6] - The integration of traditional cultural elements, such as zodiac themes, with digital innovation enhances the emotional and cultural value of Moutai products, creating a unique market differentiation [4][6] Digital Innovation - The "i Moutai" app enables consumers to purchase Moutai liquor with the option to choose production dates from January 1, 2025, to the sales date, or to pre-order upcoming batches [2][3] - This service represents a shift from passive selection to active choice, allowing consumers to match their purchases with personal milestones and gifting occasions [3][6] - Moutai is exploring further applications of digital technology in areas like precision marketing and user rights systems to enhance consumer experience [3][8] Cultural Value - Moutai's zodiac-themed products, such as the "Snake Year" liquor, combine traditional cultural elements with modern marketing strategies, appealing to consumers' emotional needs [4][6] - The limited production of zodiac liquors creates a sense of scarcity, enhancing their collectible and sentimental value [6] - The cultural symbolism associated with these products strengthens brand loyalty and recognition in a competitive market [6][8] Market Strategy - Moutai's previous limited edition releases, such as the "70th Anniversary Commemorative Liquor," demonstrate the company's strategy of leveraging unique product attributes to achieve high market premiums [7] - The company maintains a user-centric service philosophy, focusing on optimizing product supply and service processes through digital innovation [8] - By ensuring product authenticity and channel credibility, Moutai aims to provide consumers with a seamless and trustworthy purchasing experience [8]