Moutai Low-proof wine category

Moutai is the Chinese representative of soy sauce liquor, as a local liquor leader facing the aging of the liquor category, the young customer base and the existing customer base of the industry challenges, the brand hopes to launch a close to the young people's lives of the low alcohol product line, the need to build a product strategy system from 0-1

• Low-proof wine category market shrinks: category boom built on capital stalls after epidemic
• Consumer perception gap: there is a category perception gap between the brand's existing consumers and potential young consumers

• Market Opportunity Anchoring: Identify the opportunities and trends in the alcohol market from the macro, meso and micro levels, and guide the future direction of new product research and development by combining in-depth insights into young consumers.
• Determine accurate pricing strategy: Based on the cost-based pricing framework as the dominant, combined with the public financial reports of listed companies in the alcoholic beverages and beverage industry, derive reasonable primary sales pricing and terminal sales pricing.
• Brand development planning: brand offline experience store market positioning and concepts

• Industry and Demand Research Reports
• New Product Pricing Strategy
• Offline Experience Store Design Concept
• Product Line Naming