一场新上线的购酒活动，茅台精准“切中”了消费者的核心需求

Core Insights - Moutai's new promotional event reflects its strategic thinking and layout to meet consumer demands [1][10] - Moutai 1935 has grown from zero to a billion-dollar product in just over three years, primarily due to its precise positioning centered around "joy" and continuous adaptation to consumer needs [3][9] Group 1: Consumer Engagement and Cultural Connection - Moutai 1935 has established itself as a necessity for significant life events, deeply embedding itself in the "joy" culture [4][6] - The product has seen increased popularity during recent banquet seasons, particularly for graduation celebrations, where it has outperformed traditional mid-range wines [5][9] - Wedding banquets have also become a significant outlet for Moutai 1935, with its symbolic meaning and quality driving higher demand [6][11] Group 2: Market Strategy and Product Positioning - Moutai 1935 is positioned as a high-end product within the thousand-yuan price range, filling a gap between Moutai and other aromatic series wines [7][8] - The product's high quality-to-price ratio has contributed to its sustained sales growth, even during a market adjustment period [9][10] - Recent promotional activities, such as the "桂香盈袖-喜相逢" event, offer competitive pricing, further demonstrating Moutai's understanding of consumer needs [8][10] Group 3: Product Innovation and Market Adaptation - Moutai 1935 has launched several differentiated products to cater to evolving consumer preferences, including new packaging and sizes [10][11] - The company has implemented a third upgrade of the product's quality, incorporating consumer feedback into the process [10][11] - Moutai has expanded its market reach by partnering with major platforms like Meituan, Taobao, and Douyin, enhancing accessibility for consumers [11][12]