In recent years, Moutai has been positioning itself as a luxury brand, attempting to earn substantial profits through high premiums.
However, a very important foundation of luxury goods is the need for a continuous inflow of new users to keep raising prices.
That's why luxury brands pay close attention to marketing, collaborating with celebrities, and investing heavily in advertising; these are things every luxury brand must do.
But this approach doesn't work in the liquor industry.
In China, there are restrictions on advertising content for liquor brands, which greatly limits their marketing and advertising capabilities.
This has led to a decline in the status of liquor among the younger generation.
If things continue this way, Moutai's luxury plan is sure to fail.
So, when Chen Yiyang proposed co-branding with bubble tea for marketing, although it seemed a bit off initially,
