茅台两场重要会议，这个“新词”大有深意

Core Viewpoint - Moutai is emphasizing the "Qin Qing" concept to adapt to the "consumer sovereignty era" in the liquor industry, aiming to transform its relationship with distributors into a collaborative partnership that supports a consumer-centric strategy [3][16]. Group 1: Concept of "Qin Qing" - The "Qin" aspect represents closeness and collaboration, where manufacturers view distributors as partners in market development, facilitating real problem-solving through market research [7][9]. - The "Qing" aspect emphasizes integrity and transparency in cooperation, ensuring fair channel policies and eliminating improper benefits [8][9]. - The core essence of "Qin Qing" is a shift from control to coexistence, redefining the manufacturer-distributor relationship [9]. Group 2: Industry Challenges - The liquor industry is facing three main challenges: rational consumption trends, reduced business banquets, and a preference for lighter drinking among younger consumers [10]. - Channel fragmentation is increasing, with new channels like e-commerce and live streaming eroding traditional distributors' profit margins [11]. - There is growing inventory pressure, as indicated by price fluctuations reported by various liquor companies in the second quarter [11]. Group 3: Strategic Response - Moutai's strategy to address these challenges involves exchanging service for loyalty, empowering distributors, and shifting from price competition to service competition [12]. - The company is transitioning from a product-centric model to a consumer-centric model, emphasizing both products and services [13][14]. - Moutai's leadership is encouraging teams to engage directly with the market to break down information barriers and elevate distributors to service partners [15][16]. Group 4: Implications for the Industry - Moutai's approach may lead to a broader transformation in the liquor industry, where the relationship between manufacturers and distributors evolves from traditional cooperation to a mutually beneficial partnership [16][18]. - The focus on service capabilities and cultural alignment among distributors may gradually replace financial strength as the core resource in the industry [18].