Maotai and NetEase Launch “Xun Feng Yuan Universe” for Real and Virtual Consumption

03/11/2023 10:18 • Digital Disruptors • 104 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, a well-known brand of Chinese liquor, and NetEase, a popular online and gaming company, joined forces to launch “Xun Feng Yuan Universe” on January 1st, 2021, with the aim to integrate the real and virtual worlds through the principle of consumption. March 11th’s report announced that the platform has already opened the physical rights and interests of digital collections made by users in the Yuan Universe. By brewing digital collections of “the 24 Solar Terms of Kweichow Moutai Liquor,” users of the platform from all over China can pick up physical liquor from thousands of offline stores in Maotai.

The integration of online and offline experiences is not new, but the initiative launched by Maotai and NetEase takes it to the next level. The Xun Feng Yuan Universe is a comprehensive platform that allows users to engage in digital collection, commodity sales, entertainment, and interactive experiences. The liquor brand’s decision to collaborate with an online company like NetEase indicates the increasing importance of the digital realm for sales, marketing, and customer experience.

The platform’s implementation of the principle of consumption is interesting because it encourages users not only to consume, but also to create a collection by brewing digital collections. This process makes the experience more personalized, as users have to acquire a certain level of knowledge of the 24 Solar Terms, and gain an understanding of how the liquor relates to these terms. The ability to acquire physical liquor in exchange for digital collections that reflect the user’s interests is an attractive feature that enhances customer engagement.

The Xun Feng Yuan Universe’s integration of virtual and real experiences reinforces a core concept in ecommerce, which is the importance of personalization. By offering users the ability to personalize their experience through digital collections, they create a unique shopping experience that balances online and offline components. This initiative positions Maotai to continue experiencing growth in its sales and brand exposure, while NetEase gains credibility as it extends its offerings to include ecommerce and lifestyle.

In conclusion, the launch of Xun Feng Yuan Universe by Maotai and NetEase has positioned the two companies as industry leaders in real and virtual consumption, and it signals a new era of innovation and personalization in ecommerce.

Reference: CNBC. (2021, March 11). Maotai’s foray into the digital world could be a game-changer. Retrieved from https://www.cnbc.com/2021/03/11/maotais-foray-into-the-digital-world-could-be-a-game-changer.html

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