也谈张德芹酒之“初心论”

Core Viewpoint - The recent remarks by Moutai Group Chairman Zhang Deqin on the "original intention of liquor" have sparked widespread discussion, emphasizing the cultural significance of liquor in Chinese society, particularly in the contexts of gifting, retirement, and celebration [1][3]. Group 1: Zhang Deqin's Philosophy - Zhang Deqin introduced the concept of "liquor as a gift, liquor for retirement, liquor for celebration" during the Moutai shareholders' meeting, which has generated significant market interest [3][8]. - His career reflects a commitment to the harmony between liquor and society, as seen in the establishment of the "Xijiu Junpin Covenant," which emphasizes a cyclical relationship between people and liquor [5]. - The transition from "Moutai fans" to "Moutai friends" indicates a shift towards building social affinity and community around the brand [7]. Group 2: Market Dynamics and Consumer Behavior - The current market dynamics show a shift from demographic advantages to a focus on consumer sentiment, with Moutai positioning itself as a brand that prioritizes quality and emotional connection [7][10]. - The long-term value of Moutai is rooted in its adherence to the "original intention" philosophy, which aligns with the principles of supply and demand in the market economy [8][10]. - Moutai's strategy includes transforming its approach from merely selling liquor to promoting a lifestyle, thereby catering to the diverse and quality-driven demands of modern consumers [12]. Group 3: Cultural and Historical Context - Zhang Deqin's philosophy advocates for a return to the historical significance of liquor, emphasizing its role in social rituals and cultural practices [11][13]. - The emphasis on rational drinking and respect for tradition aligns with the broader cultural aspirations of the Chinese populace, particularly among younger generations [13]. - Moutai's approach reflects a deep understanding of historical wisdom, positioning the brand to navigate contemporary challenges while honoring its cultural heritage [13].