消博会卖酒火爆背后：茅台的“守正”与“出新”之道

Core Insights - Guizhou Moutai has gained significant attention at the China International Consumer Products Expo by not only showcasing its full range of products but also selling Moutai liquor for the first time at the event, achieving sales of over 10 million yuan [1][3] - The company's strategy reflects a response to the current market conditions, focusing on addressing the mismatch between supply and demand while maintaining its high-quality brand image [3][10] Group 1: Changes in Strategy - Moutai is actively engaging with consumers through various channels to address the "supply-demand mismatch," aiming to reach consumers where they are [3][5] - The company has initiated a transformation focusing on customer segments, consumption scenarios, and service improvements, which began in mid-2022 [5][6] - Moutai is collaborating with emerging tech companies like BYD and Huawei to tap into new customer bases and enhance its market presence [5][6] Group 2: Consumer Engagement - Moutai is creating new consumption scenarios by emphasizing emotional value and integrating its products into consumers' lifestyles [6][10] - The company has implemented flexible distribution strategies to cater to regional market demands and is actively promoting events to connect with consumers [6][12] - Moutai is enhancing its direct marketing efforts through self-operated stores and digital platforms to better understand consumer needs [6][9] Group 3: Brand Consistency - Despite changes, Moutai's core values of high quality and strong brand recognition remain unchanged, allowing it to maintain its position as a top choice for premium liquor [10][11] - The company has consistently adapted to market changes, successfully navigating previous industry downturns and maintaining a strong demand for its products [11][12] - Moutai's commitment to quality management and cultural value continues to underpin its market strategy, reinforcing its resilience in the face of industry challenges [12]