大湾区“马茅”热销：线上获客线下服务，门店靠服务留住顾客

Core Insights - The sales of the "Horse Year" Moutai (referred to as "Ma Moutai") have been exceptionally strong since its launch on January 6, leading to high customer traffic in stores and a significant increase in sales volume [4][5][9]. Group 1: Sales Performance - The "Ma Moutai" product has been selling out almost immediately upon release, particularly in the Guangdong-Hong Kong-Macao Greater Bay Area, resulting in a consistent increase in customer visits to stores [4][5]. - One store reported that on a peak day, the number of bottles sold reached 308, indicating a substantial rise in consumer demand and interest in the product [6][10]. Group 2: Consumer Experience - The purchasing process for "Ma Moutai" includes options for direct purchase and selection of production dates, enhancing the consumer experience by allowing for both online ordering and in-store pickup [6][10]. - Customers have expressed satisfaction with the product's design and its increased collectible value, which includes elements of traditional culture and art [9][10]. Group 3: Channel Strategy - The integration of online and offline sales channels has improved operational efficiency and customer service, with stores providing amenities such as refreshments to enhance the customer experience during pickup [10][11]. - The "i Moutai" platform has become a crucial link between consumers and distributors, facilitating a new marketing strategy that combines direct sales, distribution, and consignment [10][11]. Group 4: Market Trends - The popularity of "Ma Moutai" reflects a broader trend in the growth of collectible culture and the sustained interest in Moutai's zodiac-themed products, which are designed to stimulate consumer demand [9][11]. - The company's market transformation efforts, initiated in late 2025, emphasize a consumer-centric approach and the deepening of market integration, showcasing the evolving dynamics of the Moutai distribution ecosystem [11].