茅台锐意推进市场化转型 年度大会厂商凝聚共识

Core Viewpoint - The article discusses the strategic transformation of Kweichow Moutai, focusing on a consumer-centric approach and market-oriented reforms to enhance its business operations in the face of ongoing industry adjustments and challenges [1][2][3]. Group 1: Market Transformation Strategy - Kweichow Moutai aims to implement a market-oriented transformation by prioritizing consumer needs, enhancing marketing strategies, and improving service levels across its product lines, including Moutai liquor and sauce-flavored liquor [2][12]. - The company emphasizes the importance of adapting to market changes, enhancing consumer engagement, and building a resilient channel ecosystem to ensure sustainable growth [7][20]. - The 2026 marketing strategy includes stabilizing supply and demand, ensuring reasonable pricing, and enhancing service quality to create a balanced market environment [12][21]. Group 2: Product Strategy - Moutai liquor will focus on a "pyramid" product structure, emphasizing the flagship 500ml Moutai liquor while optimizing the product mix to meet diverse consumer demands [16][17]. - The pricing strategy will shift towards market-driven pricing, aiming for a balance between supply and demand to stabilize market fluctuations [17][18]. - Sauce-flavored liquor will develop a "2+N" product system, targeting both mid-range and mass markets while ensuring competitive pricing aligned with consumer perceptions [24]. Group 3: Channel Development - The company plans to enhance its channel resilience by focusing on different consumer segments and purchasing habits, transitioning from a passive to an active sales approach [19][20]. - Kweichow Moutai will innovate its sales models by integrating online and offline channels, expanding into various sales formats to better reach consumers [19][20]. - The goal is to transform distributors from merely selling products to providing services and lifestyle solutions, fostering a collaborative relationship between manufacturers and distributors [20][25]. Group 4: Service Enhancement - The focus on consumer satisfaction will drive a shift from product sales to lifestyle offerings, enhancing the overall consumer experience through improved service and engagement [21][22]. - Moutai aims to build a comprehensive anti-counterfeiting system and enhance consumer rights protection to maintain brand integrity [22]. - The company will also invest in training and support for distributors to improve their service capabilities and operational efficiency [25].