Moutai Chairman: In 2026, appropriately reduce the launch of high value-added products, allowing product prices to follow the market

On December 28th, the "Consumer-Centric Approach to Fully Promote the Market-Oriented Transformation of Moutai Liquor" National Distributor Association of Guizhou Moutai Liquor was held in Guiyang. Chen Hua, Secretary of the Party Committee and Chairman of Moutai Group, pointed out that the key in the future lies in firmly adhering to the market-oriented direction. While ensuring the smooth completion of established goals and tasks, efforts should be made to stabilize the market, invigorate channels, and enhance services, thereby achieving tangible results in the market-oriented marketing of Moutai liquor. First, to make the market more "stable," it is essential to adhere to long-termism, aiming to align Moutai's products and prices with market demand and consumer willingness, thereby reflecting their inherent value and significance. On one hand, to stabilize the foundation of supply and demand, the plan for 2026 will appropriately reduce the quantity of high-value-added products. The purpose is to maintain market orientation and value orientation, further clarify product positioning, and more precisely define the different customer groups and consumption scenarios targeted by products such as regular Moutai, premium Moutai, and aged Moutai. Targeted policies will be implemented to carry out relevant market activities and brand promotion, creating a more solid "pyramid" product system. Additionally, the product launch volume will be dynamically balanced based on actual market supply and demand to ensure a more reasonable and stable product structure. On the other hand, to stabilize expectations with reasonable pricing, the purpose of price marketization reform is to respect market economic laws and consumer choices, allowing product prices to follow market trends. The fundamental goal of following market trends is to promote a balance between quantity and price based on actual market supply and demand. Prices that are too high or too low can easily cause market fluctuations. When the inventory-to-sales ratio of products is appropriate, the price is considered reasonable. When prices are suitable, specialty stores can become the "first choice" for consumers. Every effort must be made to prevent price speculation, which is responsible to consumers and to Moutai itself. Secondly, to make channels more "active." On one hand, Moutai should focus on "where to buy," promoting the construction of a channel network that integrates online and offline, complementing traditional and modern approaches. Utilize i Moutai effectively, manage existing e-commerce channels well, gradually introduce a batch of new e-commerce platforms with strength, integrity, and compliance, and encourage qualified distributors to open authorized stores online, creating a broader, more compliant, and more transparent online channel network. Specialty stores, self-operated stores, cultural experience centers, and other terminals should actively change their work mindset and take initiative, allowing consumers to know where the official, genuine, and true channels are, making sales terminals truly "come alive." On the other hand, Moutai should identify "who will buy," actively embrace the new economy, and expand new customer groups. While maintaining the existing customer base, focus on the "three transformations" of scenarios, customer groups, and services, closely monitor new economic and new business consumption, as well as personal consumption scenarios such as family banquets and private gatherings, vigorously explore new demands, and effectively promote brand and cultural awareness through more suitable products and scenarios, striving to cultivate potential consumer groups and continuously enhance the ability and level of direct engagement with consumers. Finally, to make services more "excellent." Moutai should focus on enhancing consumer experience, strengthening channel ecological resilience, and stimulating team vitality, continuously refining and optimizing service guarantee work, and striving to build a good pattern of resonance with consumers, win-win with distributors, and progress together with employees First, by simplifying the online channel operation process and scientifically laying out the "three stores and one museum" (flagship store, image store, specialty store, cultural experience museum), a comprehensive anti-counterfeiting technology system centered on consumer experience will be constructed, featuring multi-technology integration, multi-carrier linkage, and uniqueness, to enhance the consumer experience. Second, deepen manufacturer collaboration, resist speculation, and achieve a virtuous cycle of healthy channel development through reasonable profit distribution and long-term value co-creation. Strengthen policy support and market guidance to help channel distributors proactively transform, establish professional teams, increase the training of the "four masters" (cultural presenters, tasting masters, sommeliers, bartenders), and comprehensively improve the standardized service standard system and product communication system. Focus on stabilizing the market, expanding customer groups, and optimizing services to continuously enhance market operation capabilities, striving to build a channel ecosystem with stronger risk resistance and sustainable profitability. Third, continuously improve the performance evaluation mechanism, establish a scientific service evaluation system, and stimulate everyone's motivation and vitality for entrepreneurship. Source: Xinhua News Risk Warning and Disclaimer The market has risks, and investment should be cautious. 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