贵州茅台（600519.SH）日前发布节气酒新品“立春酒”。这款新品共有53度500ml装和53度100ml装两种规格，售价分别为2899元/瓶和569元/瓶。有别于其他产品，立春酒目前仅限于在元宇宙App“巽风”发售。
In Guizhou, a new wine-saving product (600519.SH) has been released. It has a total of 53 degrees 500 ml and 53 degrees 100 ml, respectively, for sale at a cost of $2899 per bottle and $569 per bottle. Unlike other products, it is currently restricted to sales in the App wind in the Woncosmos.
“立春酒和之后发布的其他节气酒，经销商都没有配额，目前应该只在线上销售。”一位茅台酒经销商告诉时代财经。
“There are no quotas for Lichun and other wine-savings that have been published since then, and should be sold online only.” A mahogany wine dealer told the economy of the times.
正因为此，不少人翘首以盼，希望能通过打游戏这种特别的方式，在庞大的抢购大军中分得一杯羹。但在尝试了一段时间后，不少购酒群和黄牛交易群里均传来失望的声音。
That is why a lot of people are looking forward to getting a share in the huge acquisition army by playing games in a particular way. But, after a while of trying, a lot of frustrations have been heard in the liquor and cattle trades.
“很多规则都看不懂，而且太费时间。”有玩家对时代财经表示，为了获得买酒资格，玩三五天的游戏还可以接受，但如果整个过程长达10多天，自己根本没有兴趣。也有玩家直言，“要买瓶酒，玩家不花时间就要花钱氪金，这游戏只能给‘土豪玩’。”
"Many rules don't understand, and it's too time-consuming." Some players say to the money books that, in order to qualify for alcohol, three or five days' games are acceptable, but if the whole process lasts for more than 10 days, they're not interested at all. There are also players who say, "To buy a bottle of wine, the player spends money on kryptonite, and the game can only be played for "toughs."
不论是推出“i茅台”App和巽风，还是上线冰淇淋，茅台近年来一直在尝试与年轻群体接轨。不过，相比在巽风的虚拟世界里辛苦“酿酒”，在i茅台上抢购一瓶茅台酒这种简单又直接的方式，似乎更受年轻人的欢迎。
Whether it is the introduction of “i-tao” App and "i-tao” or "i-tao" or "on-line ice cream," the kiosks have been trying to connect with young people in recent years. However, the simple and direct way of buying a bottle of kowtow on i-tao seems to be much more popular among young people than the “breeding” in the virtual world.
需要打游戏和氪金才能买的酒
needs to play games and kryptonite to buy
根据官方资料，巽风数字世界由巽风科技(贵州)有限公司打造（下称“巽风科技”），巽风科技由贵州茅台酒厂(集团)文化旅游有限责任公司持股51%，网易(贵州)好物科技有限公司持股49%。从去年7月份始，茅台集团就与网易研发团队合作，着手打造巽风数字世界。
According to official sources, the world is built by Lei Feng Technologies (Yuzhou) Ltd. (hereinafter referred to as “Yi Feng Technologies”), with 51% of the company with limited responsibility for cultural tourism and 49% of the company with good goods and technology. Since July of last year, the group has been working with the Internet-friendly research and development team to build a world of chauvinians.
今年1月1日，巽风App正式发布，上线2日注册用户数即破百万。在巽风App上线后，茅台即使用兔年生肖酒的销售进行引流，此后又通过节气酒增加用户黏性。这一系列动作都足以让外界窥见茅台对巽风的重视程度。
On 1 January this year, Feng Feng App was officially released, and the number of registered users on line 2 will be millions. After winding App has been on the line, Mao is using the sale of rabbit year-old ginshows to channel the flow, and since then has increased user stickyness through air-saving wines. This series of actions is enough to show the visibility of its importance to the wind.
在立春酒正式发布后，其购买资格的获取流程颇受关注——整个过程等同于一个游戏，玩家需要在巽风元宇宙里学习白酒“酿造”，通过成为实习学徒、初级酿酒工等进阶过程，获得类似游戏积分的基酒、元贝和瑞羽等道具，以此获得原价购买立春酒等产品的资格。
Following the official release of the liquoise wine, the acquisition process for its purchase qualifications has received considerable attention — the whole process is tantamount to a game in which players need to learn about the white wine “breathing” in the cosmos and, by becoming apprentices, junior brewers and so forth, acquire instruments similar to the components of the game, such as bikini, Maroon and Ree-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e-e.g.
不过，这款游戏的通关难度也不小。经测算，玩家仅仅获得酿酒资格，就需要花费超过10天的时间，随后才能领取任务以获得相应酿酒材料。
However, this game is not so difficult to pass. It takes more than 10 days for a player to be able to qualify for wine, as measured by the fact that it takes him or her to get a job to get the corresponding brewing material.
除了玩游戏通关外，玩家还也可以选择通过小巽委托或交易获得酿酒材料。在小巽委托中，普通委托为免费道具，但玩家获得的酿酒材料有限，使用高级委托虽然能获得更多酿酒材料，但需要花费198元。
Besides playing games, a player can also choose to get brewing material by commissioning or trading.
“即便是充钱购买高级委托，一些游戏道具也不是百分之百就能获得，依然要碰运气。”有游戏玩家告诉时代财经，经估算，在不充钱的情况下，要凑齐500ml立春酒数字藏品的材料，至少要花费半个月时间，“只有氪金才能加快进度”。
“Even if you buy high-level commission, some of the instruments are not 100 per cent available and you still have to take your chances.” Some gamers tell the money of the times that it is estimated that it takes at least half a month to gather 500 ml of the digital collection of wine without the cost of it, “only kryptonite can accelerate the pace”.
在一些购酒群中，部分玩家也晒出了自己的氪金记录。有玩家表示，为了加速进度，自己已经在巽风App充值超过5000元，但他也告诉时代财经，充值完成后，系统会按照充值金额以一定的比例向玩家赠送元贝等游戏道具，同时玩家也可以使用账户中的金额购买茅台冰淇淋、酒具、盲盒等产品。
In some groups, some of the players have their own kryptonite records. Some of the players say that, in order to accelerate progress, they have already charged more than $5,000 to App, but he has also told the Times that once the replenishment is complete, the system will give games such as Marble to the players in a percentage of the amount charged, while the players can also use the amounts in the accounts to purchase products such as machete ice cream, alcohol and blind boxes.
部分玩家的充值记录
在酿酒游戏的刺激下，黄牛迅速开辟了代练、道具转卖等业务。在微信、闲鱼等渠道，目前已有黄牛以数百元的价格兜售巽风代练和道具出售等服务。
With the stimulus of winemaking games, the bulls quickly open up the business of surrogates, props, props, etc. In micro-trusts, free fish, etc., there are several hundred-dollar services that the bulls are selling at a price, such as raffles and props.
而在上线1个月后，巽风APP的用户体验也并不算好。截至发稿时，该App在AppStore共有868个评价，得分为2星（满分为5星），很多用户甚至打出了1星的低分。有玩家对巽风App的“氪金”式玩法表示不满，认为该软件需要氪金才能买到购酒资格，“体验极差”。
At the time of publication, the App had 868 evaluations in AppStore, divided into two stars (full of five stars), and many users even scored a low score of one star. Some players expressed dissatisfaction with the app's "Kryp Gold" game, arguing that the software needed kryptonite in order to be eligible for alcohol, which was “very poor”.
已有黄牛加价预售
already pre-sale stows
虽然立春酒尚未正式发售，但早已触动了黄牛的神经。有黄牛告诉时代财经，目前立春酒已经预售，高出原价1500元，但要在5月6日官方正式开售后才能发货。
Even though the wine has not yet been officially sold, it has already touched the nerves of the cows. Some of them tell the money of the times that the wine has been pre-saled at $1,500 above the original price, but it will not be delivered until it is officially opened on 6 May.
不过，由于目前立春酒在巽风实行“专货专销”的模式，即该产品仅限在i茅台销售，不会在线下渠道流通，因此也有人担忧，在缺少线下经销商挺价的情况下，立春酒在上市后，价格也会出现下滑。
However, there are concerns that, in the absence of a front-line dealer offering a good price, there will also be a fall in the price of lichen when it is marketed, given the current model of “specialized sale” in the wind, whereby the product is limited to i-pot sales and is not available online.
“这个时候找黄牛买酒，不一定划算。”有玩家告诉时代财经，目前巽风App游戏内，元贝、基酒道具的总体产量并不固定，这也意味着玩家获取购酒资格的成本忽高忽低，未来立春酒的价格变化肯定会不断调整。
“This is a time when it is not always a good time to buy wine from the cows.” There are players who tell the economy that, in the current winding App game, the overall production of Won-Be and Key Wine props is not fixed, which also means that the cost of a player's eligibility to buy wine is too high and too low, and that future price changes for gins are bound to be constantly adjusted.
近年来，虽然茅台酒价格一直处在高位，但受放量增加等因素影响，茅台1935和兔年茅台生肖酒等新品的市场售价均出现了激烈的调整。茅台1935官方定价为1188元/瓶，最高曾被炒至1800元/瓶，但却在今年年初跌破官方价；兔年茅台生肖酒在今年1月发售后曾被炒至6000元/瓶，但不久后，价格直接腰斩。
In recent years, the market prices for new items, such as Maotai's price, have been sharply adjusted by factors such as the increase in the amount of alcohol released, and the price of new items, such as Maotai's and Rabbit's Year Maotai's Liquor, has been sharply adjusted. The official price of Maotai, which was set at $1188 per bottle, was fired at a maximum of $1,800 per bottle, but fell in the official price at the beginning of this year; the year's year's Maotai's wine was fired at $6,000 per bottle after its release in January this year, but soon the price was cut directly.
但有黄牛对时代财经表示，立春酒大概率不会重蹈茅台1935和兔年生肖酒的覆辙。“如果节气酒只在巽风这一渠道销售，不走线下渠道，且厂家严控供货量的话，价格一定不会低。”他说
But there's a yellow cow who says to the money of the time that the schnapps probably don't go back to the 1935s and the rabbits' raw wines. “If it's only sold through the wind, it doesn't go under the line, and the manufacturer controls the supply, it's not cheap.” He says.
立春酒的官方供货量的确有限。根据官方数据，巽风将同步投放“立春·美自天成”数字藏品共计113960份，其中500ml立春酒32000份，100ml立春酒81960份。
The official supply of Lichun is indeed limited. According to official data, Lichun Mei's digital collection was launched simultaneously, amounting to 113960, of which 500 ml, 32,000, and 100 ml, 81960.
“希望把节气酒炒起来，让我们有得赚，不然游戏玩不下去，太耗费精力和时间了。”在一个名为“巽风茅台交流群”的微信群中，有玩家如此说道。
"I hope we can make money by blowing up the wine, otherwise the game is too hard to play, too energy and time." In a microblogging group called "Standards of Exchanges" there are players who say that.
“圈粉”年轻人，难
"Circumber" young man, difficult
从i茅台到巽风数字世界，茅台不断试水新业务，一方面是为了更好地控制终端价格，防止经销商在传统渠道囤货炒作，在产量和出厂价提价受限的情况下，通过增加直营渠道销售比例和推出新品、变相调价的方式增厚利润空间。
From i-tao to the Quantino digital world, the main aim of the new business is, on the one hand, to better control the terminal price, to prevent dealers from hoarding goods through traditional channels, and to increase the profit margin by increasing the proportion of sales through direct channels and by introducing new and variable price conversions, where production and price increases are limited.
而这些举措的成效也颇为显著。以i茅台为例，官方数据显示，上线9个多月，i茅台用户超过3000万，日活近400万，创下酒类销售收入超150亿元，酒类不含税收入126亿元的成绩。
The results of these initiatives are also remarkable. For example, official figures show that for more than nine months, more than 30 million people have been on the line, nearly 4 million have been living daily, more than 15 billion yuan has been generated from alcohol sales, and 12.6 billion yuan has been earned from alcohol, free of taxes.
另一方面，通过“元宇宙”等时髦概念，茅台也在尝试与数字化接轨，并不断接触年轻消费群体。
On the other hand, through modern concepts such as the meta-cosmos, Mao Dai is also trying to be digitally connected and is constantly reaching out to young consumers.
在去年6月举行的茅台年度股东大会上，茅台集团党委书记、董事长丁雄军曾在分析白酒需求端的变化时提到了“年轻群体”。他认为，新消费升级期，包括年轻群体的个性需求在内的市场变化都将驱动酒企加速转型升级。
At the Maotai Annual Shareholders Conference last June, the Maotai Party secretary, Chairman of the Board, Tin Yu Army, referred to “young groups” when analysing changes at the end of the demand for white wine. In his view, changes in the market during the new consumption escalation period, including the personal needs of young groups, will drive the accelerated transformation of the alcohol industry.
今年1月，“茅台时空”公众号也发文指出，茅台巽风数字世界使得茅台集团在一夜之间迅速“圈粉”年轻人，似乎找到了传统企业年轻化的“密钥”。
In January of this year, the "Moody Time and Space" public also wrote that the Maoutai Digital World had enabled the Mao Tai Group to quickly “coop” young people overnight and seemed to have found the key to the rejuvenation of traditional businesses.
不过，相比在巽风世界辛苦“酿酒”打游戏攒道具和氪金，对于广大消费者来说，直接在i茅台或是其他电商平台预约抢购茅台酒，才是更为老少皆宜的玩法。
However, it would be more appropriate for consumers to make an appointment to buy a bottle directly at i-pot or at other power-market platforms than to spend a lot of effort in the “breeding” world to save props and kryptonium.
两款App的用户数据，或许能帮助外界窥见两者对用户吸引力的差异。去年5月，i茅台正式上线首日便吸引了281余万人申购2.3万瓶酒，而巽风上线首日的用户数超55万，仅为前者的19.5%。
Two App’s user data may help the outside world to see the difference in their attractiveness to users. Last May, the first day of the first day of the first day of official entry on iKoutai attracted more than 2.81 million people to requisition more than 23,000 bottles of wine, while the first day of the first day of the wind was more than 550,000, or only 19.5% of the former.
最近几天，巽风App的“茅台小镇”玩家又减少了。系统屏幕上，除了黄牛发布代练和出售游戏道具的消息外，只在偶尔间才飘出来一句其他玩家的呼唤——“有人吗”。
In recent days, there has been a decline in the number of players in the "Mauritine Town" at the App. On the system screen, apart from the news of the bull's practice and the sale of game tools, only occasionally comes a call from other players: "Is anyone there?"
茅台要真正与年轻人对上话，恐怕还有不少学费要交。（王言）
I'm afraid there's still a lot of tuition to pay in order to really talk to the young.
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