On December 30, Moutai Group's 2024 annual market work meeting was held in Sanya, taking a comprehensive inventory of the market work in 2023 and planning the work tasks in 2024.
Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, said that as an important strategic product to promote the rejuvenation of the brand, the revenue of "Mao Xiaoling" cuisine in 2023 exceeded the annual target ahead of schedule, and it will achieve growth on this basis in 2024.
At the same time, Moutai will further expand the international market, gradually increasing the export volume of Moutai liquor, Maoxiang series liquor and the group's family products from 2024, and strive to achieve the goal of "operating income of more than 10 billion yuan in the international export market" in 2027.
"Mao Xiaoling" exceeded the revenue target ahead of schedule
As the most familiar "Mao Xiaoling" delicacy to consumers, Moutai ice cream, sauce latte, and Mao Xiaoling wine heart chocolate "three products" are not only important strategic products of Moutai to promote the rejuvenation of the brand, but also the collision and blending and taste experience of Moutai around "wine + food", refining the "first bite of Moutai" for young people.
At the 2024 "Mao Xiaoling" Food Market Work Conference, Ding Xiongjun pointed out that the operating income of the ice cream, coffee, and chocolate projects in 2023 exceeded the annual target ahead of schedule.
At present, Moutai has built a product system of "Ice Cream Cup Products - Ice Cream Small Sticks - Sauce Latte - Mao Xiaoling Wine Heart Chocolate", expanded and established 9 levels of product price bands, and built a basic system of "34 flagship stores + 96 experience stores + 76 pop-up stores" covering 31 provinces (municipalities and districts), mainly online on i Moutai and Xunfeng platforms, and extended to Tmall, Jingdong, Douyin and other platforms.
Ding Xiongjun said that the key to promoting the rapid growth of the emerging food brand "Mao Xiaoling" is to seize the large-scale terminal and digital empowerment to establish a more direct and in-depth link with consumers.
Ding Xiongjun emphasized that in 2024, the total operating income of "Mao Xiaoling" food should be increased on the basis of the previous year. It is necessary to deeply cultivate the basic and classic models of the "three products", create explosive models, develop new models, continuously improve the "product power", and shape product advantages. It is necessary to find the role of the scene, create a young communication scene, integrate into the young group, and use young language to tell a good product story.
Strive for 2027
The operating income of the international export market exceeded 10 billion
In 2023, Moutai will achieve a positive transformation from "going out" to "going in". Up to now, the Moutai international market covers 64 countries and regions around the world, with 106 international distributors, 44 specialty stores and 3 Moutai cultural experience centers.
Ding Xiongjun said at the Moutai Group's international market work meeting that starting from 2024, Moutai will gradually increase the export volume of Moutai liquor, Maoxiang series liquor and group family products, and strive to achieve the goal of "operating income of more than 10 billion yuan in the international export market" in 2027.
According to the data, in the first three quarters of 2023, Kweichow Moutai achieved sales revenue of 2.984 billion yuan in overseas markets.
"In the next step, Moutai will focus on the overall channel layout of '1+2+N', use multi-factor analysis methods, and conduct a comprehensive assessment of the energy level of the existing market and the future development market by responding to the indicators of the joint construction of the 'Belt and Road' countries and major economic and trade exchanges between China and foreign countries, so as to promote the coverage of more countries and regions. In the case of generally adhering to the principle of 'no increase in the number of contract signing entities and no increase in the total amount of contract plans', the '1+1' implementation path is adopted, and various channel providers are guided and encouraged to actively expand the international market through incentive policies, matching policies, price policies, business policies, etc. Ding Xiongjun said.
Specifically, in terms of safeguard measures, it is necessary to plan around the 2027 goals, implement list management, study the establishment of a "Moutai Internationalization" work leading group, and establish a "1+1" work coordination mechanism. It is necessary to continue to optimize the international talent training system and accelerate the promotion of customs "AEO" certification. Deeply understand the Chinese characters that represent Moutai culture such as "Pu, Mei, Mao, Xiang, and Gongfa", grasp their rich connotations, and let the world "understand Moutai" through Chinese characters, and let the world "understand China" through Moutai.
Put forward the concept of "king fried".
Product is king, channel is king, brand is king, terminal is king - as the core content of this meeting, Ding Xiongjun analyzed this.
Ding Xiongjun first analyzed the four periods of the development of the liquor market: from the product in the planned economy era, to the channel after the 90s of the 20th century, from the brand after 2010, and then from the current terminal to the king.
In these four eras, on the basis of doing a good job in products, Moutai has also followed the pace of the market to open up channels. Until the era when brand was king, Moutai paid more attention to brand and culture while doing a good job in products and channels, and gradually began to become the industry leader.
"In playing poker, getting four kings is 'king fried'. Ding Xiongjun said.
He said that it is necessary to adhere to the "three states" of form, format and ecology. It is necessary to do a good job in the "three states" scientifically through definition, classification, and implementation. In terms of form, it is necessary to focus on site selection and construction, in terms of business formats, it is necessary to focus on the construction of logistics, capital flow and digital flow to improve the operation efficiency of terminal business formats, and in terms of ecology, it is necessary to focus on building and consolidating a close community of interests, emotions and destiny. At the same time, the terminal should also fall into the international market and further practice the internationalization strategy of Moutai.
The number of registered users of "i Moutai" exceeded 50 million
For a long time, Moutai has attached great importance to digital construction. At the seminar on marketing digitalization of Moutai Group, Wang Li, deputy secretary of the Party Committee and general manager of Moutai Group, said that in the era of digital civilization, data has become an important production factor for enterprise development, and digital transformation has also become an important strategy of Moutai.
Wang Li revealed that at present, the registered users of the "i Moutai" digital marketing platform have exceeded 50 million. Kweichow Moutai's third quarter report for 2023 disclosed that the company achieved a tax-free revenue of more than 14.87 billion yuan from alcohol through the "i Moutai" digital marketing platform. In the first three quarters of this year, Moutai's direct sales revenue exceeded 46.2 billion yuan, accounting for 44.9% of the main business income in the first three quarters, an increase of 4.9 percentage points over the whole year of 2022.
Wang Li said that it is necessary to continuously create new business models through digital technology, explore new business formats, systematically build an ecosystem that comprehensively reaches terminals, and create Moutai's digital ecological advantages.
Column Editor-in-Chief: Zhao Hanlu Text Editor: Lu Xiaochuan Title Image Source: Visual China Photo Editor: Su Wei
Source: Author: China Securities Journal
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