Say what you said in the front
All of the following is for exchange learning only! Don't use this as a basis for investment! All of the following is for reference only and does not constitute any advice to investors!
Text— Industry Observer Goshawk
Recently, brand finance, a British brand evaluation agency, released the "2022 Global Wine Brand Value List" (Alcoholic Drinks 2022). China's Moutai ranks first on the list of spirits brands with a brand value of $42.9 billion.
Since 2016, Moutai has topped the top 50 most valuable spirits brands in the world, which is the seventh time this year.
Today, August 8, the brand value of Moutai was recognized again. The 16th Annual Conference of the 2022 China Brand Festival, jointly sponsored by the Brand Alliance and the China Convention and Exhibition Economic Research Association, was held in Changsha, and the 2022 Top 500 Chinese Brands and the 2022 Top 500 World Brands were announced, and Moutai ranked 14th among Chinese brands and 64th among the top 500 world brands with a brand value of 574.021 billion yuan.
Among the top 50 Chinese brands in 2022, Moutai is the only liquor brand, and the top 50 food and beverage brands are COFCO Group, ranking 31st.
In the 2022 World Top 500 Brands, Apple, Microsoft, and Google ranked in the top three. Moutai became the only liquor brand in the top 100 world brands in 2022, and coca-Cola ranked 75th with a brand value of 532.218 billion yuan, while PepsiCo ranked 83rd.
Moutai has such a brand value status and ranking, in fact, it is not surprising, in recent years, Moutai brand value has been rising, has been the 19th "World Brand Conference", the international authoritative brand value assessment agency GYbrand and Kantar BrandZ™ and other platforms and institutions highly praised.
1
The "five-dimensional" aesthetic map Moutai brand has jumped in an all-round way
In the view of the famous wine jun, the top-level design of Moutai built in aesthetics fully releases the brand value of Moutai and forms a huge brand influence.
In the view of Ding Xiongjun, secretary of the party committee and chairman of the board of directors of Moutai Group, Moutai as one of the representatives of China's national industrial brands, unswervingly takes the road of brand prosperity and brand power, takes beauty as the core and beauty as the direction, constantly enriches the expression of "beauty" of Moutai brand, and strives to show the world the aesthetic charm of Chinese brands and the vitality of the times.
Ding Xiongjun summed up the source of the power of the Moutai brand with "five-dimensional aesthetics".
1
The first is the aesthetic expression of space
The Moutai brand is inseparable from the magical regional space of Moutai Town. This space has become an important element of Moutai brand expression;
02
The second is the aesthetic expression of time of the Moutai brand
Behind the Moutai brand is the precipitation of time, in the development process of Moutai, no matter what kind of dilemma we face, we have never violated the time law of Moutai;
03
The third is the aesthetic expression of the characters
Behind the Moutai brand is the inheritance of craftsmen, and there are many Moutai people who have become a community of destiny, an emotional community and a community of life with Moutai who abide by their faith, inherit the spirit of craftsmanship, and carry forward the brand spirit, all of whom are the shapers of the Moutai brand, and also the maintainers and inheritors of the Moutai brand. The aesthetic expression of Moutai's character is actually the aesthetic expression of the craftsman's ingenuity.
04
The fourth is the aesthetic expression of Moutai science
Moutai insists on analyzing the ecological code, process code, time code and microbial code contained in Moutai wine from a scientific point of view. Use science to discover the beauty of Moutai wine, use science to expound the beauty of Moutai wine, the scientific expression of Moutai is also the aesthetic expression of Moutai innovation; The fifth is the aesthetic expression of culture. Behind the Moutai brand is the nourishment of culture. Moutai history and culture and brand story. Chinese civilization has a long history, broad and profound, Moutai is also in the spread of Chinese culture, and constantly pursue the ultimate of Chinese wine culture.
05
The fifth is the aesthetic expression of culture
Behind the Moutai brand is the nourishment of culture. Moutai history and culture and brand story. Chinese civilization has a long history, broad and profound, Moutai is also in the spread of Chinese culture, and constantly pursue the ultimate of Chinese wine culture.
In the view of famous wine observation, the five-dimensional aesthetic also fully reflects the brand value of Moutai to a new height, and the brand value is directly reflected in the good development performance of Moutai wine, and the recently released Moutai semi-annual report achieved operating income of 57.617 billion yuan, an increase of 17.38%; The net profit attributable to the shareholders of the listed company was 29.794 billion yuan, an increase of 20.85% year-on-year. At the same time, Moutai has returned to the top of the list of public heavy stocks.
02
The exemplary power of cultural Moutai
On June 16, 2022, at the shareholders' meeting of Guizhou Moutai Wine Co., Ltd., Ding Xiongjun comprehensively expounded the theory and practice of cultural Moutai with "(development) purple thread" at the shareholders' meeting.
The "purple thread" should be more beautiful. Moutai mainly promotes the development of the "Purple Line" from four major areas.
1
First of all, Moutai grasps the connotations of cultural history and reality. It puts forward nine series of "people, literature, history, material, art, ceremony, instrument, festival, and" of Moutai culture, and released a new version of the corporate culture concept system around the mission, vision, core values, enterprise spirit and quality concept of the new era.
The second is the use of cultural Moutai products and brands. Moutai wine has never been high and low in shaping culture, but has productized and branded culture. In just over a year, the joint-stock company has launched the rare Moutai, the Year of the Tiger Moutai, the 43 degrees Moutai, the Moutai 1935, the Purple Welcome, the Feitian 100, etc., including the Traditional Chinese Cultural Products such as Fu Culture, Zodiac Culture, Family Culture, Xi Culture, Ceremony Culture, Friendship Culture, etc., which greatly enriches the cultural and creative products of the joint-stock company and greatly meets the market demand of consumers for traditional Chinese cultural products.
Third, the culture of Moutai is vivid and market-oriented. A series of offline activities around the cultural Moutai. Moutai Liquor Co., Ltd. may be the most systematic and complete leading enterprise in the development of offline culture, and activities such as the Qingming Thanksgiving Ceremony, the Moutai Dragon Boat Festival, and the New Product Launch Conference have greatly released the brand value of Moutai Wine.
Fourth, retro/replica Moutai wine culture scene. Moutai liquor may be the most in place to maintain and restore the history of a liquor enterprise, the company in order to restore the original historical appearance, retro cultural scenes, invested a lot of manpower and material resources, focus on creating the source of thatched wine, Chinese wine culture city, "Moutai Tianjie", thatched platform and other immersive, experiential cultural scenes, accelerate the upgrading of the third generation of Moutai store and the construction of cultural experience stores, creating a lot of classic inheritance stories. The cultural creation of Moutai wine has greatly enhanced the brand value and greatly created a market height.
Brand value upgrading is not overnight, the need for quality and time precipitation, the good news is that Moutai has been constantly pursuing the construction of "the ultimate wine culture", firm cultural self-confidence, inherit excellent culture, continue the spiritual bloodline, continue the cultural root soul, build a unique and distinctive Moutai cultural spirit logo, do deep "Moutai +" "+ Moutai ", transform the advantages of rich cultural resources into development advantages, and continuously enhance cultural influence, cohesion and appeal, and empower Moutai high-quality development. Guizhou Moutai liquor is one of the world's eight major distilled spirits, and its cultural height, cultural breadth, and cultural thickness have a huge impact on Chinese liquor to the world. The culture Moutai built by Moutai has set an example for the industry, which is beyond the value of all lists and rankings.