茅台新KPI：“满满的情绪价值”

Core Insights - The core viewpoint of the articles emphasizes the transformation of Kweichow Moutai from a product-centric approach to a consumer-centric model, focusing on integrating services with products to enhance consumer experience [1][2][4]. Group 1: Business Performance - Kweichow Moutai achieved its operational goals in the first half of 2023, laying a solid foundation for further market consolidation and stable development in the second half of the year [1][4]. - The average market price for Moutai products remains stable, generally above 2000 yuan per bottle, indicating a strong market foundation despite challenges [4][12]. - As of July 8, 2023, the market price for the 53-degree original box Moutai has increased by over 100 yuan per bottle compared to mid-June, reflecting positive market feedback on the company's transformation efforts [14]. Group 2: Strategic Transformation - Moutai is actively pursuing a transformation strategy, shifting from "selling liquor" to "selling a lifestyle," which involves a comprehensive approach to harmonize demand, supply, and distribution [4][6]. - The company has initiated a "service revolution" by incorporating "soft services" into its management system and establishing a service evaluation mechanism to enhance consumer engagement [1][8]. - Moutai's cultural experience centers are rapidly expanding, with 28 approved and 58 under construction, serving as key platforms for cultural outreach and consumer engagement [6][8]. Group 3: Market and Channel Strategy - The company is restructuring its relationship with distributors, emphasizing a "clear and friendly" partnership to foster a collaborative market development environment [10][12]. - Moutai's marketing strategy focuses on consumer-centric approaches, utilizing big data to understand consumer behavior and enhance service delivery through various channels [8][10]. - The company aims to maintain a strong market presence by adhering to the "clear and friendly win-win" philosophy with distributors, which is crucial for sustaining its market position during industry adjustments [12][14].