Core Viewpoint - The Guizhou Provincial Department of Commerce is proposing a shift in the liquor industry from "selling liquor" to "selling lifestyle," emphasizing a transition from product sales to service-oriented offerings [1][3]. Group 1: Industry Transformation - The proposed guidance aims to transform liquor sales into a comprehensive service that resonates emotionally with consumers, integrating cultural appreciation and lifestyle experiences [1][3]. - The document encourages liquor companies to innovate by developing new products such as low-alcohol beverages, flavored liquors, and cocktails that cater to various consumer preferences and experiences [2][3]. Group 2: Cross-Industry Integration - The guidance promotes the "liquor+" integration strategy, encouraging collaboration between the liquor industry and tourism, dining, and cultural events to expand market boundaries [3]. - It suggests that liquor products should be introduced into various venues such as tourist attractions, transportation hubs, and supermarkets, enhancing consumer engagement [3]. Group 3: Company Initiatives - Leading liquor companies in Guizhou, such as Moutai and Guotai, are already implementing strategies to transition from "selling liquor" to "selling lifestyle" through product innovation and cultural tourism initiatives [4].

Core Viewpoint - The article emphasizes the transformation of the liquor industry in Guizhou from "selling liquor" to "selling lifestyle," aiming to meet the growing consumer demand for quality and personalized experiences [2][3]. Group 1: Overall Requirements - The initiative is guided by Xi Jinping's thoughts and aims to align with the spirit of the 20th National Congress of the Communist Party, focusing on market-driven and government-guided approaches to innovate and adapt to consumption changes [3]. Group 2: Interpretation of the Concept - The shift from "selling liquor" to "selling lifestyle" involves liquor companies enhancing their offerings by integrating cultural elements, improving service capabilities, and providing a comprehensive experience that resonates emotionally with consumers [4]. Group 3: Key Tasks - **Enhancing Product and Service Supply**: Companies are encouraged to collaborate with educational institutions to innovate and diversify their product offerings, including low-alcohol and flavored liquors [5]. - **Promoting Industry Integration**: The initiative aims to integrate liquor with tourism, dining, and cultural activities, expanding market boundaries and enhancing consumer experiences [5]. - **Creating New Consumption Scenarios**: New consumption venues will be developed, including wine estates and cultural festivals, to enhance the visibility and accessibility of Guizhou liquor [6]. - **Upgrading Marketing Models**: Businesses are urged to shift their marketing strategies from product-centric to service-oriented, utilizing both online and offline platforms for promotion [6]. - **Developing Talent**: There is a focus on cultivating professionals in the liquor industry through targeted training programs [7]. - **Cultural Heritage and Innovation**: The initiative promotes the preservation and innovative development of Guizhou's liquor culture, including the application for world cultural heritage status for traditional brewing techniques [8]. Group 4: Support Measures - **Organizational Support**: A provincial-level coordination mechanism will be established to oversee the implementation of the transformation strategy [8]. - **Financial Support**: The provincial government will provide funding for projects aligned with the transformation goals, and financial institutions will support businesses in upgrading and market expansion [8].

Core Viewpoint - Moutai is transitioning from selling liquor to selling a lifestyle, enhancing market services to meet consumer demands for quality and cultural experiences [1] Group 1: Sales and Market Trends - Sales at Moutai specialty stores have seen a significant recovery as the Mid-Autumn Festival and National Day approach, with notable growth in terminal sales since the end of August [5][21] - Popular products include not only the regular Flying Moutai but also zodiac-themed, 1L Flying Moutai, and premium Moutai, catering to diverse consumer preferences [9][26] Group 2: Service Enhancements - Moutai specialty stores have implemented five convenience measures to create a comprehensive service system, including online reservations and offline pickups [12] - The "instant retail" service addresses urgent customer needs by providing quick delivery for emergency situations [16] - A tasting area allows consumers to sample different types of Moutai and sauce-flavored liquors for free [20] Group 3: Consumer-Centric Approach - Product recommendations are tailored based on consumer usage scenarios, emphasizing a consumer-centric service philosophy [22][26] - Moutai is actively promoting the transformation from selling liquor to selling a lifestyle, focusing on market orientation and precise customer engagement [32] Group 4: Cultural Strategy - Moutai is enhancing the cultural connotation of its products, as highlighted by the launch of the second China Wine Culture Conference, emphasizing the importance of culture in the development of Chinese liquor [27] - Modern consumers are increasingly interested in the quality of ingredients, authenticity of craftsmanship, and the cultural stories behind the products [31] Group 5: Marketing and Community Engagement - Moutai's marketing activities integrate its corporate values into various market events, targeting specific consumer groups such as industry elites and the Z generation [36] - The company aims to improve service quality and create emotional connections with consumers through personalized and professional service [39]