The Impulso Podcast E29: Indonesia plans to ban TikTok Shop, Luckin x Moutai sells more than 5 mil cups in day, Lummo’s liquidation
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Sep 8, 2023 A collaboration between Luckin and Moutai creates buzz as they sell over 5 million cups of a new alcohol-infused latte in a single day. The discussion dives into how Moutai's branding appeals to younger consumers through innovative product experiments. Meanwhile, Indonesia's government considers banning TikTok Shop, raising concerns about monopolistic practices and its potential impact on the e-commerce landscape. Lastly, Lummo announces voluntary liquidation after failing to profit from its bookkeeping services, highlighting challenges in the SME sector.
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Cross-Generational Brand Crossover
- Luckin and Moutai's collab created a cultural crossover that multiplied reach beyond each brand's audience.
- The product's novelty and social sharing drove 5 million cups sold on day one.
Tasting Maotai Ice Cream
- Ada described tasting Maotai ice cream and noted a strong liquor flavor and unusual texture.
- The product drew attention even if not everyone purchased it.
Productization Enables Mass Distribution
- Luckin used a pre-mixed Maotai-milk blend to simplify logistics and control cost.
- This avoided handling expensive bottles at store level and enabled mass distribution across 10,000+ outlets.