茅台进军元宇宙，苹果手机APP下载量第一！注册用户突破100万，用户吐槽体验差

来源：中证报

Source: Central Reporter.

　　贵州茅台进军元宇宙，新上线了一款古风十足的APP，官方称注册用户数已经突破100万人，但是BUG却有些多。

Guotai marched into the civil war, with an ancient APP officially reporting that the number of registered users has passed by 1 million, but the number of BUGs is quite high.

　　1月3日有消息称，茅台新上线的APP无法正常登录，记者在正常网速下用20分钟终于下载完成这款APP，截至记者发稿时APP仍然无法登录。

On 3 January, it was reported that the newly-connected APP in Maotai could not log in properly and that journalists had finally downloaded the APP at a normal speed of 20 minutes and that it was still not available at the time of the journalist's release.

　　图为登录页面，一直无法点击进入

Chart is login page, never able to click access

　　茅台与网易合作打造平行世界

Mao Tai and the Internet work together to create a parallel world.

　　1月2日晚间，贵州茅台发布消息，截至1月2日23时，巽风数字世界注册用户数正式突破100万。贵州茅台称：“100万是巽风发展的里程碑，也吹响了巽风踏上新征程的号角。接下来，小巽将不断完善巽风APP，以搭建创新、开放、和谐的数字家园为目标，为大家带来更好的数字生活体验。”

On the evening of 2 January, Maotai, Guizhou, released news that, as of 2300 hours on 2 January, the number of registered users in the world had officially broken by 1 million. Maotai, Guizhou, said: “One million was a milestone in the development of the wind, and it also sounded the horn of a new journey. Next, she will continue to refine the windy APP, with the aim of building an innovative, open and harmonious digital home, to provide you with a better digital life experience.”

　　据了解，巽风数字世界是由茅台集团旗下茅台文旅与网易集团旗下网易好物共同出资成立的巽风科技（贵州）有限公司进行建设的。巽风数字世界依托网易的虚拟现实研发技术基础，应用互动体验引擎、数字孪生等技术，以“茅酒之源”作为原点，将其一草一木、一景一物映射到虚拟世界当中，深度还原茅台酿造环境、挖掘茅台历史文化和工艺工法，打造属于茅台和用户的“平行世界”。

It is understood that the Kuo Feng Digital World was built by the Mao Tai Brigade, which was co-financed with the Internet-friendly under the umbrella of the Mao Tai Brigade and the Internet-leaving group. The Kuo Feng Digital World relies on a web-friendly virtual reality-based research and development technology base, applying interactive experience engines, digital twins, etc., and using “the source of the mahogany” as its starting point, projecting it into the virtual world, relieving the poohouse environment, excavating its historical culture and crafts, and creating a “parallel world” for both huts and users.

　　天眼查显示，巽风科技（贵州）有限公司成立于2022年12月23日，中国贵州茅台酒厂（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%。基本信息显示，巽风科技（贵州）有限公司地址在贵州省贵阳市，企业注册资本5000万元。

According to Tianyet, on 23 December 2022, Kafeng Tech (Guizhou) Ltd. was founded, with 51% of the company responsible for cultural tourism and 49% of the company. According to basic information, Kafeng Tech (Guizhou) Ltd. is located in Guiyang, Guiyang Province, and has a registered business capital of 50 million yuan.

　　来源：天眼查

Source: Sky-Eye.

　　1月1日9时，这个名为“巽风”的APP开启下载。“茅台时空”公众号显示，这个APP第一天用户数超55万。截至当天深夜，“巽风”数字世界在苹果手机APP下载量排名第一，再现“i茅台”第一天试运行的火爆。

At 9 a.m. on 1 January, the APP, known as "Spill Wind," opened the download. The public number of users of the APP on the first day was over 550,000. As of late that night, the digital world was ranked first in the number of APP downloads of Applephones, and the explosion of the first day of the pilot operation of the "i-Town" was repeated.

　　茅台在电商领域也已开始试水。在茅台集团2023年度采购与供应链大会上，茅台集团党委书记、董事长丁雄军透露，自2022年3月31日上线试运行的i茅台成效显著，2022年年底预计含税收入可超100亿元。

At the Maotai procurement and supply chain conference in 2023, the Maotai Party secretary, Chairman of the Party, Tin Yung Jun, revealed that the i-Dao station, which had been on-line since March 31, 2022, had been very effective and was expected to generate more than $10 billion in tax revenue by the end of 2022.

　　APP用户反映体验问题

APP user reflects experience issues

　　除了1月3日早间无法正常登录外，在苹果应用商店上线短短三天，巽风APP就已累计2406个评分，不过满分5分的评分中，得分仅为2.4分。

In addition to being unable to log in normally in the morning of 3 January, in the Apple application shop for a short period of three days, 2406 ratings were accumulated for the winding APP, although only 2.4 points were scored for the full score of 5.

　　无法正常登录和无法注册是用户普遍反映的问题。有用户描述：“下载之后，一直无法进入，闪退。按照流程注册，输入姓名时，苹果手机输入法突然变成只有两种输入方式，一个是英语，一个是表情。注册以后要求人脸识别，按照步骤弄好，无法创建人物。”

Unable to log in properly and unlicensed is a common problem for users. There is a user description: "After downloading, it has been impossible to access and retreat. The apple phone input method suddenly becomes only two input modes, one in English and the other in an expression. After registration, people are required to be identified, step by step, people cannot be created."

　　两千多条评论基本都是用户反映的体验问题，目前茅台方面还未官方回应。

More than 2,000 comments are largely user-received and no official response has yet been received from the front desk.

　　或为新产品造势

Or make a move for new products.

　　1月2日，茅台还发布消息，1月5日晚，玉兔·瑞盈贵州茅台生肖系列暨巽风数字世界发布会即将在茅酒之源举行。茅台称：“2023年茅台开年第一场重头戏，由兔年生肖酒在巽风数字世界唱主角。”

On January 2nd, Mao Dai also released news that on the night of January 5th, the Yu-Rai-Gyu-Gyu will soon be at the source of the Mau-Wing Digital World launch: “The first big scene of the year 2023, when the rabbits gave birth to gins and gins and gins and gins and gins and gins and gins and gins and gins and gins and gins.

　　自2014年以来，每年年末至第二年年初，“茅粉”都会翘首以盼生肖茅台酒，到2023年癸卯兔年已经是第十款生肖茅台酒。

From the end of each year to the beginning of the second year, “powder” has been waiting for the birth of X-ray wine since 2014, and the year 2023 will be the tenth year of the pair of X-rays of X-pow-pow-pow wine.

　　茅台方面称，相关数据显示，白酒产业生肖酒市场规模高达200亿元，并以每年30%以上的速度扩张。2022年1月5日，茅台虎年生肖酒甫一上市就引发市场强烈关注，需订货后排队等候。此外，在i茅台APP每天的预约中，虎茅都是申购竞争最激烈的产品之一。

On January 5, 2022, Mao became the market’s biggest concern, requiring orders to wait in line. Moreover, in the daily reservation of the i-pot APP, the tiger was one of the most competitive products to be requisitioned.

　　此前，贵州茅台发布公告，预估2022年度实现营收1272亿元、净利润626亿元，而16.2%、19.33%的营收、净利润增幅更是均超过了年初定下的15%的增长目标。

Prior to the announcement, it was estimated that in 2022 the revenue would be $127.2 billion, with a net profit of $62.6 billion, while 16.2 per cent, 19.33 per cent, with net profit increases exceeding the growth target of 15 per cent set at the beginning of the year.

　　在贵州茅台酒2023年度市场工作会上，茅台方面称，贵州茅台酒在2022年将“五合营销法”作为有力武器，通过主动营销、数字营销、文化营销、品牌营销、服务营销等五个方向打造茅台营销“美”时代。

At the Maotai Markets Conference in Guizhou in 2023, Mao Dai stated that in 2022, Maotais used the Mayonite Marketing Act as a powerful weapon to build a “American” era of marketing through five directions: active marketing, digital marketing, cultural marketing, brand marketing, and service marketing.

　　其中，数字营销成绩颇为亮眼。茅台方面称，i茅台数字营销平台已经拥有超3000万注册用户，日活400万，累计预约人次达到19亿，含税销售额在大会前超过了150亿元。

Among them, digital marketing performance is impressive. According to the Maoists, i-Data has more than 30 million registered users, 4 million live a day, a cumulative $1.9 billion in appointments and more than $15 billion in tax sales before the Congress.

　　不过，距离新款生肖酒上市还有不到三天的时间，APP能否顺利运行，让我们拭目以待。

However, less than three days before the new kid's wine is on the market, we'll see if the APP works well.

　　编辑：亚文辉

Editor: Avonhui