In 2024, Moutai wine will be full of "combat effectiveness".
Text | Li Xia
Recently, Moutai wine has been a bit "busy".
After participating in the 20th China International Wine Industry Expo and displaying the charm of products at the Moutai Wine Beach Gala, Li Chunfeng, Secretary of the Party Committee and Chairman of Moutai Wine Company, and Fan Xuemei, Deputy Secretary of the Party Committee and General Manager of Moutai Wine Company, led a team to investigate the market recently.
It is understood that Li Chunfeng and his entourage went to the front line of Shijiazhuang, Xi'an and Luoyang markets to investigate the regional party building, "a game of chess" and terminal construction of the wine company.
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According to people familiar with Moutai wine, doing a good job of market research is the "compass" for enterprises to understand the general situation of the wine market in a certain region in an all-round way.
01
Nationwide
An attack of "double increase in quantity and profit".
It is worth noting that through many exchanges and discussions on market construction, consumer cultivation and brand promotion in the survey, we found that Moutai has always emphasized how to dig deep into the stock market and create new momentum "from the inside out". In this regard, Li Chunfeng said that it is necessary to firmly grasp the opportunity of "a game of chess", firmly adhere to the road of "special and beautiful", provide "beautiful products", do a good job in "beautiful service", expand the "circle of friends", draw "concentric circles", and strive for new development.
In fact, since entering 2024, Moutai Wine has been targeting brands, terminals, marketing and other aspects, starting an attack on the national market, and achieving "double increase in volume and profit", activating the wine market and boosting industry confidence.
In terms of tastings, with the help of New Year's Day and Spring Festival marketing, 9 tasting activities were held in Shanghai, Henan, Shanxi, Beijing, Nanjing and other places with the theme of "Toasting Moutai Red and Gathering in the Chinese Year", and temple fairs and lantern festivals in Nanjing Qinhuai River, Beijing Chaoyang Joy City, Changli County and other places to strengthen the marketing of festival atmosphere, driving sales to increase by 94% over the same period last year.
After entering April, the exclusive tasting meeting of "Spring Wine and Fragrance of Wine" was held in Shanghai, and the tasting meeting of "Spring Meets Moutai Red and Good Time" was held in Jiangxi, creating a new social space, demonstrating the rich cultural core of Moutai wine, and continuing to use "fine wine, beautiful life, and beautiful link" as the carrier to realize the value creation of beauty and continuously help build the hard power of market terminals.
In terms of enriching consumption scenarios, we have continuously broadened our marketing channels by carrying out special activities such as the "Yincang Yu'er Dali Tour" Moutai Red Beauty Tour, the Ancient Tea Art and Wine Aesthetics Tasting, the 38th Entrepreneur Dinner, and the Opinion Leader Music Salon. In addition, it also carried out themed market activities in the Taikoo Li business circle in Chengdu, created a trendy street scene with distinctive personality, and continued to explore new consumption scenarios and new models of innovative terminals.
In terms of enhancing brand awareness, Moutai Wine carried out circle marketing in the form of title sponsorship of cultural and sports activities, placed LED screen advertisements in core business districts and terminals in many places across the country, and launched high-speed rail EMU headpiece and table sticker advertisements and ticket gate light box advertisements with the help of high-speed rail publicity channels to radiate the publicity atmosphere of Moutai wine across the country.
It can be said that the above forms show the value system of Moutai wine from the perspective of product, experience and communication, and lay the foundation for building a national brand, which not only conveys the "beauty" of Moutai wine, but also simultaneously boosts the sales of the product in the first quarter.
02
To be an industry leader
See the transcendence of Moutai wine
Looking back on the actions of Moutai wine, it is to make the road of "special and beautiful" wider and wider. Judging from the terminal market situation in the first quarter of this year, the current wine consumption market is still obviously weak, and the signs of recovery are not clear, and it is even considered by many wine merchants to be the most "light" start in recent years. This has aggravated the anxiety of the industry, and how to boost dealer confidence and build a community of destiny is particularly important.
In fact, through Moutai Wine's nationwide attack this year, we can also draw two key messages: First, the company has strong resilience and insists on deepening the market to usher in more market opportunities. Second, Moutai Wine is firmly committed to the development path of "special and beautiful", and brings special 'beauty' and special 'good' to special consumers.
With the further consolidation of the market foundation of Moutai wine in 2023, the brand awareness has been further improved, and new breakthroughs have been achieved in various economic indicators, creating the best results in history. Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, pointed out that 2024 is an extremely critical year for the transformation and efficiency improvement and high-quality development of Moutai's wine industry.
Since the beginning of this year, Moutai Wine has insisted on starting from all fields and aspects of production, market and brand, continuously improving the influence of its products in the market, creating a good market atmosphere and setting a model for the vigorous development of other domestic wine brands. Behind this, it is not only the goal of the company to create an "Oriental model of New World Wine", but also the responsibility and responsibility of Moutai Wine as a national brand.
As the development and extension of the Moutai brand, Moutai Wine has always been driven by the "Vision of Quality Life" to create value for the society, and strengthened the value expression of Chinese wine. For example, establish a distinctive image of wine with Chinese characteristics, create a standard system with Chinese characteristics, and win 5 honors in the 2024 Spring FIWA French International Wine Awards, insist on creating a new experience of consumption scenes, and use "fine wine, beautiful life, and beautiful links" as the carrier to create a diversified wine tasting scene and enhance the influence of domestic wine brands.
In March this year, based on the positioning of Moutai Group as a "Year of Creation and Progress", Li Chunfeng put forward the development goal of the wine company, "striving to become a leading enterprise in China's red wine industry." "From the overall situation, although the wine industry is still in a consolidation cycle, the company is unswervingly striving towards a sustainable terminal ecosystem and high-quality development.
It is foreseeable that driven by the multi-layer composite advantages of Moutai wine, it is only a matter of time before this goal is realized.
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