Maotai and NetEase Launch “Xun Feng Yuan Universe”: A Combination of Virtual and Real Consumption

03/11/2023 10:18 • Crypto & Markets • 66 views

On March 11, it was reported that Maotai and NetEase jointly launched the “Xun Feng Yuan Universe”, which was launched on January 1 this year, aiming to implement the principle of consumption Yuan Universe combining virtual and real. It is reported that Xunfeng Yuanuniverse has opened the exercise of physical rights and interests of digital collections. Users across the country “brew” digital collections of “the 24 Solar Terms of Kweichow Moutai Liquor” in the Yuanuniverse, and pick up physical liquor from thousands of offline stores in Maotai with digital collections.

Maotai cooperates with Netease to launch “Xunfengyuan Universe”, with nearly 3 million registered people

Analysis based on this information:

Maotai, one of the leading producers of baijiu in China, and NetEase, a Chinese technology company that operates online games, e-commerce, and internet services, have launched a joint project called “Xun Feng Yuan Universe.” This project, which began on January 1 of this year, aims to implement the principle of consumption Yuan Universe, which combines virtual and real elements. The recent news on March 11 reported that the project has opened the exercise of physical rights and interests of digital collections, where users across the country can now “brew” digital collections of “the 24 Solar Terms of Kweichow Moutai Liquor” in the Yuanuniverse and pick up physical liquor from thousands of offline stores in Maotai with digital collections.

The Xun Feng Yuan universe is a unique concept that combines the use of digital platforms to interact with real-world products. The project aims to encourage more consumption of Maotai liquor, which is a significant product for the Chinese population. China has a long-standing history of alcohol production and consumption, and Maotai is one of the premium baijiu brands available in the country. By combining digital and physical elements, Maotai aims to increase sales, as consumers will be drawn to the idea of owning digital collections that are backed up by physical liquor. This approach aims to merge traditional and modern consumption habits, ultimately focusing on increasing sales for Maotai and leveraging NetEase’s expertise in digital technologies.

Creating a virtual collection of an alcoholic product that can be redeemed for a physical item is an innovative approach to the concept of consumer engagement. This also takes advantage of the modern digital platform’s ability to connect consumers with businesses that enable easier transactions. This creates a win-win situation for both companies since NetEase’s online platforms will gain more traffic, and Maotai will gain more exposure and traction among consumers. Additionally, the integration of the 24 Solar Terms of Kweichow Moutai Liquor further exemplifies Maotai’s cultural and traditional roots, leading to increased brand loyalty and respect from consumers.

In conclusion, the Xun Feng Yuan universe is an innovative concept launched by Maotai and NetEase, which combines virtual and real elements to create a unique consumption experience for consumers. The strategy is to encourage more consumption of Maotai liquor, utilizing digital technologies to enhance brand value and appeal to customers. This approach is not only innovative but also establishes a precedent for integrating traditional values with modern advancements in marketing and sales.

Overall, the introduction of the digital collections of “the 24 Solar Terms of Kweichow Moutai Liquor” sets a milestone in the history of liquor marketing in China. The unique combination of virtual and real consumption creates a great opportunity for future developments, leading to an innovative strategy for other companies in the industry.

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