"In 2023, Moutai Sauce Flavor series liquor will successfully achieve revenue exceeding 20 billion yuan and successfully complete various task indicators. "On December 31, the 2024 annual market work meeting of Moutai Sauce Xiang series liquor was officially held.
However, this fiery list of achievements is not surprising. With the birth of a 10-billion-level single product, everything has become expected.
The scene of the 2024 annual market work meeting of Moutai sauce fragrance series liquor.
Just two days ago, Moutai 1935 "Happy Gathering" and the two-year celebration of listing just officially announced, in 2023, Moutai 1935 will achieve sales of more than 11 billion yuan, and the dream of 10 billion yuan in the second year of listing will shine into reality, drawing the most beautiful footnote to Moutai's "beauty era".
Surprised by the "hurricane" of Moutai 1935, the outside world wondered: "From 0 to 10 billion in just two years, why can Moutai 1935 continue to create industry miracles?"
Feeling at the pole jump of the Maoxiang series of liquors, public opinion focused: "To achieve a leap from 10 billion to 20 billion, Moutai Maotai Xiangxiang series of liquors have once again climbed to a new height in history!"
In the second year of listing, Moutai 1935's 10 billion dream came true. The picture shows Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, and other guests celebrating Moutai's 1935 birthday.
Ascend, seek far, do practical, and achieve things.
Closely focusing on the strategic deployment of Moutai Group's "Five-line Development Concept" and "Marketing Beauty Era", Moutai Sauce Liquor Company, which is about to celebrate its 10th birthday, has deeply practiced the "Wuhe Marketing Method", and is constantly writing new glories of steady and far-reaching progress with the transcendent spirit of "endless beauty" and the struggle of "I am endless".
One
Standing on the threshold of 2023, looking back.
It has been a decade of intense turmoil in China's liquor industry. Since 2013, in the face of the double impact of the downward macroeconomic situation and the deep adjustment of the industry, the liquor industry has encountered a "cold winter", the market price has continued to decline, and the profit margins of distributors have shrunk.
In the eyes of Moutai's decision-makers, this "cold snap" seems to be the transmission of "coldness" in the liquor industry on the surface, but in essence, the industry is constantly "heating up" towards healthy growth.
In order to get rid of the barbaric growth, we must slow down the pace of wild running, and make the most adequate preparations to meet a new round of great changes and development.
Those who are good at strategizing move with the times, and those who are able to play follow the trend.
In line with the general trend of industry development and seeking a market strategy closer to ordinary people, in December 2014, Moutai Group separately allocated the Maoxiang series of liquor from the department of the sales company to establish an independent marketing system, and the sales of the Maoxiang series of liquor realized the operation mode of independent operation, accounting and incentive.
In 2015, the liquor industry completed a new round of industry adjustment, and well-known liquor brands entered the fast lane of development with their high-end layout. At the same time, with the limited production capacity of Moutai, Moutai urgently needs to find another growth pole.
The Moutai Sauce Flavor series of liquors, which have seized the opportunity for development, are not allowed to stand on the stage of history.
In order to "strengthen Moutai and expand the series of liquors", in 2016, Moutai put forward the "two-wheel drive" development strategy, and introduced a series of blockbuster policies of "series of liquors are allowed to lose money for 3 years", which opened the sales and growth of the Maoxiang series of liquors.
From 2016 to 2019, in the face of a completely competitive market environment, Moutai Sauce Flavor Liquor Company continuously improved its marketing strategy, optimized its product structure, consolidated its market foundation, innovated its mechanism, and fully entered the "fast lane" of development, and achieved a breakthrough from sales of 1.3 billion yuan to "10 billion sauce flavor" in only 3 years.
Since then, the Maoxiang series of liquor is no longer a weak business segment of Moutai, but together with Kweichow Moutai, it has become an indispensable "pillar" of "100 billion Moutai".
After that, it continued to work steadily, rammed the foundation to accumulate energy, and stood on the "10 billion" level for 3 consecutive years in 2021, achieving outstanding results that attracted the attention of the industry, and growing into an important growth pole of Moutai Group.
Since 2022, Moutai Sauce Xiang series liquor has unswervingly followed the "five-line development path", played the two trump cards of "share-based production" and "shared by ten thousand families", deeply cultivated and improved the "four energy levels" of quality, brand, market and culture, focused on brand building, upgraded the marketing system, optimized product layout, and innovated the marketing model, embarking on a new journey of high-quality development.
January 18, 2022, a day worthy of being remembered by Moutai people.
Follow history, take ingenuity, and live for beauty. With the advent of Moutai's "Beauty Era", Moutai 1935 made a stunning appearance in China Wine Culture City. As soon as it came out, it was given the important mission of adding weight to the beautiful life in the American era.
On January 18, 2022, Moutai 1935 was officially launched in China Wine Culture City. (File photo)
Prior to this, Moutai Sauce Xiang series liquor has been lacking a strong competitor for the thousand-yuan high-end market.
As a "pillar" level product of "Moutai Sauce Xiang Co., Ltd.", Moutai 1935 fills the gap in the thousand-yuan price band of Moutai Group and broadens the "moat" of Moutai brand.
Since then, Moutai Sauce Flavor series liquor has begun to accelerate in the "era of marketing beauty":
Represented by "Happy Encounter" and "Seeking China", the marketing of the Maoxiang series of wines has been raised to the philosophical level, and the spillover effect of culture has become a new driving force for high-quality development;
More than 6,000 "Moutai Sauce Fragrance Ten Thousand Families Sharing" theme terminals further extend the market tentacles and lead the transformation of the industry's terminal channel layout;
On September 4, 2023, the celebration of "Moutai Sauce Fragrance, Ten Thousand Families Sharing" theme terminals exceeded 5,000 was held in Zunyi, and Moutai Sauce Flavor Liquor Company announced that it would build 10,000 "full firepower" in the future. (File photo)
"i Moutai, Maotaitong, Jingdong Hourda" integrates online and offline channel resources, and gradually realizes the all-round link of manufacturers, channel providers, terminal providers, consumers and products;
……
On the basis of not relying on or overdrawing the "Moutai" brand, the volume and efficiency of the Maoxiang series of liquor have risen together, and the current glory has been achieved!
On December 31, 2023, Moutai Sauce Xiang series liquor ushered in a glorious moment, and its revenue successfully achieved the goal of 20 billion.
Inadvertently, standing at a new starting point, the Moutai Sauce Fragrance series has already talked about the future, and the steady and far-reaching book continues to write a more beautiful chapter of "Moutai Sauce Fragrance".
Two
Run to meet hope, jump and chase dreams.
On January 9, 2023, at the anniversary of the listing of Moutai 1935 and the launching ceremony of "Moutai 1935 - Seeking China", Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, sounded the "charge" to march towards the "tens of billions" of large single products, opening a new journey towards beauty.
What is the concept of tens of billions of large single products? There are very few wine companies on the market that can stabilize their revenue in the camp of 10 billion, and products with sales of more than 10 billion yuan are even rarer!
To a certain extent, tens of billions of large single products are not only the "façade" and strength of a brand, but also represent the value of enterprise development. The significance of its sample is self-evident.
At the celebration of the second year of Moutai 1935's "Happy Meeting" and listing, the new book "Moutai 1935: Seeking China" was released with Ding Xiongjun as the chief planner. The book records the journey of Moutai 1935 in 2023 to explore the mountains, rivers, bones, and bloodlines of China, and explore the causes, significance, achievements, and future of Chinese civilization.
The sales revenue in the first year of listing reached 5 billion yuan, and the goal in the second year of listing was to lock in 10 billion yuan, which is unprecedented in the industry!
It may seem like an impossible task.
Hardship and hardship, Yuru is successful.
On the afternoon of December 29, 2023, after announcing that Moutai 1935 had successfully crossed tens of billions of steps, the person in charge of Moutai Sauce Flavor Liquor Company finally breathed a long sigh of relief: "Recalling the bits and pieces of this year, it seems that everything is logical, but only we know the bitterness and sweetness." ”
Despite the psychological preparation, Moutai 1935 created an industry miracle from 0 to 10 billion in just 2 years, which greatly exceeded the expectations of the outside world.
Where is the mystery of the fantastic speed? "Moutai 1935 - Seeking the Way of China", what is the "Tao" of seeking?
"Moutai is a fine wine, and the 'Tao' contained in it is 'beauty'. This is a sentence in Ding Xiongjun's new book "Moutai 1935: Seeking China". The word "beauty" quietly conveys the real reason why Moutai 1935 has been soaring all the way.
In the view of Moutai's senior management, Moutai Maoxiang series liquor and Moutai are produced by the same shares, with the same roots, the same origin, the same lineage, inheriting the genes of Moutai, with the same production process, blending and tasting technology and quality management system, and are all first-class fine wines and soy sauce wines.
"The four firsts of the 'national review' highlight the hard power of Moutai Sauce Fragrance!" At the 2024 Annual Market Work Conference of Moutai Sauce Xiang Series Liquor, Wang Li, Deputy Secretary of the Party Committee and General Manager of Moutai Group, specifically mentioned a good story that happened 5 years ago.
Wang Li, Deputy Secretary of the Party Committee and General Manager of Moutai Group, delivered a speech.
In November 2018, at the China International Liquor Industry Expo, the China Spirits Association organized more than 240 national liquor judges to conduct blind evaluation and scoring of more than 100 Chinese liquors sampled in the market. Wang Li, then the chief engineer of Moutai Group, was one of the jury.
At that time, the Jiangxiang series of liquors representing Kweichow Moutai won four championships and one runner-up with five products in the four major price bands participating in the selection, once again proving to the world with its excellent quality that the products produced by shares must be high-quality.
As a high-quality product launched by Moutai Co., Ltd., Moutai 1935 is one of the leaders, and every production link reflects the skills of Moutai's master craftsmen, casting the quality belief of "quality is the soul of life", and embodying the value ethics of the quality concept of the five craftsmen in the new era.
Only by sticking to the "root" of quality can we be confident and pass through the fog of development;
Only by building the "soul" of culture can it continue to reach the heart of every consumer.
Since its listing, Moutai 1935 has actively carried out the construction of brand culture, successfully shaped the two major brand IPs of "Happy Encounter, Moutai 1935" and "Moutai 1935: Seeking China", interpreted Moutai aesthetics in the dialogue with the city, and realized the beauty of geography, humanity and magic in the exploration along the "Hu Huanyong Line" characterized by 1935.
In 2023, Moutai 1935 will seek and preach all the way, and dealers will spontaneously donate 10 million yuan to set up the "Moutai 1935 - The Great Doctor of the Country" public welfare fund, which is committed to promoting the development of traditional Chinese medicine, inheriting the broad and profound treasures of traditional Chinese medicine, contributing its own strength to the dissemination of traditional Chinese medicine culture and knowledge popularization, and contributing Chinese wisdom to human health.
Deeply cultivating the beauty of fine wine and culture, Moutai 1935 moisturizing things has quietly entered the bottom of everyone's heart, which is more in line with the heartfelt recognition and acceptance of consumers and the public.
Because, the beauty that comes from the depths of the heart is the true beauty of life!
With the pursuit of beauty and the most beautiful realm of life, Moutai 1935's 10 billion promotion road is extremely beautiful, and has become a vivid practice of Moutai's "beauty era".
Three
In 2024, Moutai Sauce Liquor Company is about to celebrate its 10th birthday.
10 years is an important milestone, at such a special historical node, what kind of attitude will Moutai Maoxiang series liquor, which has stepped up to the "20 billion" level, start the next beautiful journey, which has attracted attention from all walks of life.
At the 2024 annual market work meeting of Moutai Group, Ding Xiongjun focused on the theory of "terminal is king", especially after experiencing the era of products, channels and brands, entering the terminal era also means that the degree of competition in the industry is also strengthening.
"The company should focus on key tasks and create endless abundant value. Wang Li believes that to do a good job in the market of Moutai Sauce Xiang series liquor in 2024, the focus is to play the four "trump cards" of products, channels, brands and terminals in accordance with the group's requirements of "endless beauty and adhering to the 'four ends' go hand in hand".
The scene of the 2024 Moutai Sauce Fragrance Series Liquor Market Work Conference.
The reporter noticed that compared with the previous year's Moutai Sauce Flavor Series Liquor Market Work Conference, this meeting ran through the work tone of "'stability' first".
Is this the rhythm of Moutai sauce series liquor to "slow down"? Absolutely not!
In the past 2023, while Moutai Maoxiang series liquor has achieved leapfrog development, its production capacity has also continued to expand. On the eve of Chongyang, the completion and commissioning ceremony of the production area of Moutai Maoxiang series of citrus oranges was held, and the newly built 20 liquor factories will form a base liquor production capacity of 7,200 tons in 2024.
This means that in the 2024 production year, the production capacity of Moutai Maoxiang series liquor will officially exceed 50,000 tons, and its market supply will be further expanded, laying a solid foundation for the high-quality development of Moutai Maoxiang series liquor in the future.
Moutai sauce fragrance series citrus production area. (File photo)
"Fast" and "slow", in terms of Moutai Sauce Xiang series liquor, are the dialectical answer to "where to go and how to go" after "20 billion". "Slow" is to be better "fast", to practice "internal strength" in a down-to-earth manner, and to enhance the development stamina of the series of wines.
The word "stability" comes first, and it is steady and steady.
Ensure stable improvement of product quality, continue to optimize the existing product band and price band, and strive to build a brand product structure of "product price matching, clear level and reasonable gradient", continuously improve product cost performance and win the favor of consumers;
Concentrate on cultivating superior brands and products, continuously consolidate and enhance the market competitiveness of Moutai 1935 10 billion large single products, continue to do a good job in conventional products such as Moutai Prince, Han Sauce, and Guizhou Daqu, and form a series of liquor "fleets";
Optimize and improve the existing offline channels such as social dealers, increase dealer support, and help small businesses become bigger and big businesses stronger;
……
The person in charge of Moutai Sauce Flavor Liquor Company said that the market work of the series of liquor in 2024 is to "harden the village and fight the battle in a daze", focusing on brand building, market infrastructure construction and consumer construction, and continuing to strengthen brand building and consumer construction in accordance with the principle of "taking into account the whole, dynamic adjustment and key development".
Zhang Xu, Secretary of the Party Committee and Chairman of Moutai Sauce Flavor Liquor Company, announced that in 2023, the revenue of Moutai Sauce Flavor Liquor series will successfully exceed 20 billion yuan.
Seek "progress" in stability and innovate in progress.
Promote the development of new products such as Guizhou Daqu Liquor (Jiachen Year of the Dragon) Zodiac Products, Moutai 1935 Forbidden City Cultural and Creative Liquor, Moutai 1935 West Lake Range Rover Cultural and Creative Liquor in an orderly manner, and continuously enrich and improve the product matrix to meet the diversified needs of the market;
Enhance the digital control capability of terminals, give full play to the role of the "Mao Sauce Tong" online platform, expand the number of core terminal stores, integrate terminal resources at various levels of manufacturers and channels, and improve terminal service capabilities;
Focus on the "industry", "enterprise" and "circle" to accurately develop new customer groups, take the initiative to conduct door-to-door marketing, carry out personalized services, develop more high-quality customer resources, and further enhance the ability to contact the C-end;
……
"The infinite possibilities of beauty require my endless struggle. Wang Li said that the company should be based on the new starting point of 20 billion yuan of the series of wines and the important mission of the group's important growth pole, with the same original intention of grinding a sword for ten years and the perseverance and courage of hanging on the clouds, to open a new situation at a new starting point and write a new chapter in the new era.
The emergence of a 10-billion-dollar single product has added countless beautiful imaginations to the development of Moutai Sauce Flavor series of liquors.
The person in charge of Moutai Sauce Liquor Company said that the market size of the 1,000-yuan price band of liquor is about 100 billion yuan, and Moutai 1935 only occupies 10% of the market share, and there is still a lot of room for growth.
The miracle of "Moutai Sauce Fragrance" that is more worth looking forward to is still to come.
Guizhou Daily Tianyan News reporter Li Xun
Edited by Shen Shiwei
Second instance Xu Siyu
Third trial Zhou Qing