The Chinese New Year of the Rabbit is coming soon.

"Rabbit" related elements and some peripheral products also appear in major supermarkets, stores and online shopping platforms.

The Chinese zodiac has a special meaning in the hearts of Chinese people. Every year, many wine brands will launch the zodiac commemorative wine of that year, which has become the tradition of some wine companies. Although the shapes of these Chinese zodiac wines are different, they all have beautiful meanings.

Moutai is no exception.

The price of rabbet has halved in less than a week

Since 2014, the market value of Chinese zodiac Maotai has continued to rise, attracting many enterprises to follow up. According to the data, the market scale of Baijiu industry Zodiac spirit is up to 20 billion yuan, and it is expanding rapidly at a rate of more than 30% every year.

In 2014, Maotai launched the first Chinese zodiac wine of the Year of the Horse, and this year, 10 Chinese zodiac wines have been released in succession. Due to the scarcity of Maotai Chinese zodiac wine, at the beginning of 2017, Maotai Chinese zodiac wine rose rapidly, showing a relatively good investment attribute and having a certain collection value.

Since its listing on January 5, Tumao has become a hot topic on various social platforms.

For this "rabbit", Maotai has also done its homework. It launched its initial subscription in the official digital marketing app "iMaotai", which attracted more than 2122000 users to participate in the subscription through 29999 bottles of 500ml rabbit hair released by iMaotai, and also launched the sale of Yuanuniverse for the first time.

The Guimao Year of the Rabbit version of 53% vol 500ml Kweichow Moutai wine is still the most popular one among several kinds of animal spirits launched by Moutai in the Year of the Rabbit, with the market guidance price of 2499 yuan/bottle. When it was first listed, its market price was close to 6000 yuan.

The light and fresh "green sky" is used for the bottle body of the Flying Sky Moutai in the Year of the Rabbit. The painting of "The Jade Rabbit Brings Good Luck" on the back is carefully created by Yu Wenjiang, a famous painter and deputy president of the Chinese National Academy of Painting. It presents the harmonious scene of the Jade Rabbit and the nature. Through traditional Chinese ink, it vividly displays the picture of a bumper harvest in the countryside, a warm and happy home.

From the beginning of its birth, Maotai Zodiac Wine aims at the gift market of the Spring Festival.

However, this year, Tumao was actually called "rogue rabbit" by dealers, because less than a week after its listing, the price dropped from the highest point of nearly 6000 yuan to more than 3000 yuan now, which was almost "halved". However, it is still a little higher than the official market guide price of 2499 yuan/bottle, which is a little comforting.

Of course, every year, the Chinese zodiac wine just comes out, because the supply is not enough, the market will hype a wave. Last year, the price of a bottle of tiger grass reached nearly 7000 yuan, and then it also fell all the way down to about 3300 yuan.

Compared with Tiger Mao, the market performance of Rabbit Mao is not very good. The reason is that the official volume of Moutai has been increasing. Since last week, a large number of rabbita has flooded into the market, resulting in a situation of oversupply.

The most expensive is more than 30000 yuan, and most of the premium is not much

Maotai has always defined the Chinese zodiac wine as "one of the most competitive cultural products of Maotai".

It is reported that Baijiu brands such as Moutai have racked their brains to create cultural and creative liquor, the fundamental reason is the growth of digestion capacity.

Last year, Kweichow Moutai announced to invest 15.516 billion yuan in the next two years to expand production capacity. According to the data, in 2021, the output of Maotai base liquor will be 5.765 tons, and the output of series liquor-based liquor will be 28200 tons, an increase of 46.7% compared with five years ago, and the output of series liquor-based liquor will increase by 36.9%.

The collectors all hope that the collection will appreciate. When the products are scarce, the appreciation is inevitable. For example, the first two bottles of Chinese zodiac wine issued by Maotai, namely, Ma Mao and Festuca, have a yield of about two or three hundred tons. The yield is small, and the stock is small, excluding the drinks. The premium is naturally obvious. It is reported that the price of fescue has exceeded 30000.

There are a total of 10 bottles of Maotai Chinese zodiac wine, including rabbet. In addition to the low yield and high price of horse and fescue, other Chinese zodiac wine, Maotai is gradually released. The output of monkey grass exceeds 600 tons, and that of dog grass exceeds 1500 tons. It is said that the output of rabbit grass has reached a new high, and the price will not go up.

These Chinese zodiac wines will take great pains in the outer packaging and take the high-end route under the banner of "cultural and creative wine", which can be seen from the theme of Chinese zodiac Maotai wine over the years.

In the year of the horse, "the horse's hoof disease", "the collection of Sanyang's prosperity", "the year of the monkey," the year of the monkey, the year of the monkey, the year of the monkey, the year of the monkey, the year of the rooster, the year of the rooster, the year of the rooster, the year of the dog, the year of the dog, the year of the pig, the year of the pig, the year of the pig, the year of the pig, the year of the mouse, the year of the pig, the year of the mouse, the year of the ox, the year of the ox, the year of the ox, the year of the tiger, the year of the tiger, the year of the tiger, the year of the.

The theme of this year's rabbit festival is "Jade Rabbit Brings Prosperity and Prosperity". In the zodiac, the rabbit has been regarded as auspicious since ancient times, and also has the meaning of kindness, beauty, and peace. In folk legends, it is regarded as the auspicious sign of the bright moon, and is widely praised and respected.

Make fine and deep cultural wine, and endow each wine with its own cultural story. But regardless of production and price, it is inevitable that sales will not go up.

Maotai Liquor: the brand's immovable trademark is protected first

Since 1953, Maotai liquor has been sold abroad, and the trademark pattern has also changed to be composed of golden ears of wheat and red five-star.

The ears of wheat are outside and the five stars are in the middle. The registered trademark is the "wheel" brand, which is the predecessor of today's "five stars" trademark, implying that Maotai liquor is the crystallization of the new China's industrial and agricultural alliance.

In order to facilitate export sales, with the approval of the former Ministry of Light Industry, the export trade mark of Maotai Liquor was changed to "Feitian" brand in 1958. The design borrowed the image of "Feitian" in Dunhuang, which has a great influence in the western society, and held a golden cup for two fairies flying in the sky, implying that Maotai Liquor is the messenger of foreign friendship, and has been used until now.

Maotai liquor mainly has two trademarks, Five-Star and Feitian, the former for domestic sales and the latter for export. Due to the higher recognition of Feitian, Feitian can be bought not only for domestic sales, but also for the newly launched commemorative Maotai liquor.

With the brand development planning, Maotai Zodiac Cultural and Creative Wine is undoubtedly one of the main brands of Maotai, and has not slackened in trademark.

In order to ensure the smooth listing of the Chinese zodiac animal Maotai and avoid the rush to register the trademark, Maotai Distillery has always adhered to the principle of trademark first.

The online query shows that as early as December 17, 2021, China Kweichow Moutai Distillery (Group) Co., Ltd. submitted an application for the registration of the trademark "Tumao", which is now in the approved registration status.

The trademark "Humao", launched last year, was applied for in 2021. For Longmao, which will be launched next year, the "Longmao" trademark and the "Rabbit Mao" trademark have applied for registration at the same time. At the same time, the query shows that even the "Snake Mao" trademark has applied for registration successfully.

For enterprises, trademarks are not only symbolic signs, but also contain corporate reputation and brand value. The ability of goods to achieve outstanding consumption performance and market share in the market is inseparable from the investment of brand owners and users.

The brand remains unchanged, and the trademark comes first!

Note: The pictures and texts come from the network. If you have any valuable suggestions, please contact us at any time to revise and update!