KWEICHOW MOUTAI(SH:600519) 新华网财经·2026-01-04 09:54Core Viewpoint - The article highlights the successful "Moutai Sauce Aroma · Sauce Friends Enjoyment Week" event, showcasing a significant brand transformation for Moutai Sauce Aroma Company from a product supplier to a lifestyle service provider with emotional connections and cultural influence [1]. Group 1: Event Performance - The event lasted for eleven days, achieving over 145 million yuan in online sales and more than 531 million exposures online, indicating a strong market response [1]. - The event's design included seven themed days, creating a narrative arc that engaged consumers beyond mere transactions, fostering a sense of community among "sauce friends" [4]. Group 2: Strategic Shift - Moutai Sauce Aroma Company is shifting its focus from merely selling products to promoting a lifestyle, positioning consumers as partners rather than just buyers [4]. - The integration of online and offline experiences through flash tasting events in major cities allowed consumers to engage with the brand in immersive ways, enhancing emotional connections [4]. Group 3: Product and Marketing Synergy - A clear product matrix supported the event's success, with core products like Moutai 1935 and Moutai Prince experiencing significant sales growth of 840%, 495%, and 415% year-on-year, respectively [6]. - Cultural empowerment is emphasized as a key driver of brand value, with the event serving as a large-scale cultural dissemination effort, achieving over 531 million exposures [8]. - Innovative marketing strategies, such as limited-time offers and interactive promotions, were designed to lower the barrier for consumer engagement and attract younger demographics [8]. Group 4: Sustainable Development - The partnership with JD.com during the event signifies a commitment to building a healthy and sustainable industry ecosystem, focusing on maintaining price stability and protecting consumer rights [10]. - The company aims to evolve from merely managing products to managing ecosystems, ensuring long-term high-quality development in the industry [10].