Core Insights - The article highlights a significant shift in consumer behavior towards Moutai, with over 100,000 consumers successfully purchasing Feitian Moutai through the iMoutai app within the first three days of 2026, indicating a growing accessibility and popularity of the product [1] - The purchasing limit for regular Moutai was adjusted from 12 bottles to 6 bottles per person per day, allowing more consumers to participate in the buying process [1] - Moutai is increasingly being integrated into diverse aspects of daily life, moving beyond traditional business banquets to family gatherings and personal celebrations [2] Consumer Behavior - Consumers' motivations for purchasing Moutai are becoming more varied, with some buying for family celebrations and others for personal milestones, such as commemorating a child's birth [2] - The perception of authenticity has improved, with consumers feeling more secure about the legitimacy of their purchases through official channels [2] Retail Experience - The retail environment is adapting to consumer needs, with personalized recommendations being emphasized in stores, such as suggesting larger 1000ml bottles for family gatherings [4] - New product offerings, like the zodiac-themed Moutai, are attracting consumer interest, catering to both cultural gifting and investment needs [4] Strategic Shift - Moutai's strategy of expanding online channels while enhancing offline experiences is seen as a response to genuine consumer demands, facilitating a transition from business-focused sales to lifestyle integration [4] - The establishment of a complete experience loop from digital ordering to physical delivery enhances transaction efficiency and builds deep trust between the brand and consumers, fostering a cultural connection [4]

Core Viewpoint - Guizhou Province is implementing new measures to promote the sales of its liquor industry, transitioning from a focus on scale expansion to value enhancement, aiming for high-quality development in response to market challenges [1][4]. Group 1: Consumption Expansion - The proposed measures focus on expanding consumption through online promotions, diverse consumption scenarios, and activating festive banquet markets to reshape the liquor consumption ecosystem [2][4]. - Specific actions include increasing online sales, distributing consumption vouchers, and promoting Guizhou liquor in major retail chains and transportation hubs [2][3]. - The plan encourages liquor companies to offer customized products for various celebratory events and supports union members with purchasing benefits [2][3]. Group 2: Industry Empowerment - The measures aim to enhance production efficiency, implement precise market incentives, and support liquor exports to expand overseas sales channels [3][4]. - Financial innovations such as "brand liquor pledge loans" and "liquor revenue rights financial products" are proposed to alleviate financial pressures on liquor companies [3][4]. - The strategy emphasizes a dual approach of immediate market stimulation and long-term industry empowerment to create new growth paths during the industry's adjustment period [4][5]. Group 3: Lifestyle Selling Upgrade - The initiative reflects a shift from merely selling liquor to offering a lifestyle experience, integrating liquor with tourism and financial services [4][5]. - This transformation aims to enhance user experience and create new growth opportunities by merging liquor with cultural and digital advancements [5]. - Successful implementation of these policies could lead to significant changes in channel distribution, funding structures, and industry boundaries [5].

Core Viewpoint - Guizhou province is implementing a series of measures to boost liquor sales as the year-end consumption peak approaches, aiming to enhance the market presence of Guizhou liquor nationwide [1][2]. Group 1: Sales Promotion Measures - The proposed measures include online promotions and the issuance of consumer vouchers to expand Guizhou liquor sales [1]. - There is a focus on creating diverse consumption scenarios by increasing the presence of Guizhou liquor in large retail chains and transportation hubs [1]. - The initiative encourages liquor companies to offer customized promotional policies for various celebratory events, such as weddings and corporate gatherings [2]. Group 2: Industry Challenges - The liquor industry is facing structural adjustments, with a slowdown in growth rates across major liquor-producing provinces, including Guizhou [2]. - The target for Guizhou's liquor industry output value is set at 160 billion yuan for 2025, but growth has been decelerating, with a reported increase of only 2.0% in the first three quarters of 2025 compared to 10.1% in the same period of 2024 [2]. Group 3: Market Dynamics - A report indicates that the combined revenue of 20 A-share liquor companies fell by 5.90% year-on-year, totaling 317.78 billion yuan in the first three quarters of 2025 [3]. - Inventory levels for these companies increased by 11.32% year-on-year, reaching 170.69 billion yuan, indicating potential oversupply issues [3]. - Consumer demand is under pressure, with a reported decline of 20%-30% in liquor demand during the Mid-Autumn Festival and National Day holidays in 2025 [3]. Group 4: Strategic Shifts - Guizhou province is shifting its focus from merely selling liquor to promoting a lifestyle, emphasizing service and emotional connection in marketing strategies [4]. - The province encourages innovation in product offerings, including low-alcohol and flavored liquors, to meet diverse consumer preferences [4]. Group 5: Comparative Initiatives - Sichuan province has also introduced policies to enhance the "Chuan liquor" brand, focusing on strengthening leading enterprises and developing supporting industries [5][6].

Core Viewpoint - The launch of the "2025 Colorful Guizhou Happy Purchase" liquor consumption voucher initiative aims to stimulate the liquor market and support the transformation of the liquor industry from merely selling products to promoting a lifestyle [4][5]. Group 1: Consumption Voucher Initiative - The consumption voucher program offers a 12% subsidy (equivalent to 8.8 discount), with a maximum of 500 yuan subsidy per order, designed to provide tangible benefits to consumers and invigorate the liquor industry during a period of deep adjustment [4][5]. - The initiative is a response to the current challenges in the liquor industry, including high inventory levels and differentiated demand, and aims to connect government policy with market needs effectively [5][6]. Group 2: Industry Transformation - The Guizhou liquor industry is evolving beyond traditional brewing, forming a robust industrial cluster centered around the Chishui River, integrating tourism, digital brewing, and cultural empowerment [6][7]. - The consumption vouchers serve as a "stepping stone" in the transition from "selling liquor" to "selling a lifestyle," allowing consumers to engage with the cultural and ecological aspects of Guizhou liquor [6][7]. Group 3: Digital Empowerment - The "One Code Guizhou" platform, which has 19.01 million users, facilitates the consumption voucher distribution, enhancing efficiency and enabling real-time market data tracking for better product supply and marketing strategy adjustments [5][6]. - This digital integration reduces marketing costs for companies and allows for a seamless connection between production and consumption, fostering a positive interaction with the digital transformation of the Guizhou liquor industry [6][7]. Group 4: Long-term Impact - The consumption voucher initiative is part of a broader strategy to stimulate long-term consumer engagement through experiences such as scenic liquor tourism and customized products, creating a sustainable consumption ecosystem [7][8]. - The program exemplifies a replicable model for traditional industries to achieve high-quality development by maintaining product quality while embracing innovation and digital channels [7][8].

Group 1: Industry Overview - The liquor industry is entering a year-end summary and planning phase as the year comes to a close [1] - Guizhou's "14th Five-Year Plan" aims to consolidate the sauce-flavored liquor industry cluster and optimize product structure and marketing strategies, targeting a production value of 160 billion yuan for the liquor industry in 2024 [2] - The beer tasting committee's selection event attracted 384 participants, highlighting the growing importance of sensory evaluation in the beer industry [3][4] Group 2: Company Developments - Moutai's new leader, Chen Hua, expressed confidence in the liquor industry's potential, emphasizing the importance of quality over quantity and a focus on consumer needs [5][6] - Jiuzi Jiu and Shenzhen Airlines signed a strategic cooperation agreement to enhance brand collaboration and customer engagement [11] - Qingdao Beer plans to invest up to 10 billion yuan in financial products over the next 12 months, indicating a strategic move to manage its financial resources [10] Group 3: Market Trends - The low-alcohol fruit juice wine brand "Guoli Fang" has achieved double-digit growth for 26 consecutive months, indicating a strong market demand for innovative products [9] - The 2026 Chengdu Spring Sugar and Wine Fair is set to be the largest ever, with an exhibition area of 325,000 square meters, reflecting the industry's growth and interest [17] - Wuliangye continues its collaboration with CCTV for major events, reinforcing its brand presence in the market [8] Group 4: Product Innovations - Laobai Gan Jiu is launching new products targeting younger consumers, including lemon and dried tangerine peel wines, to adapt to changing market demands [13][14] - Moutai has introduced new products, Moutai Prince Wine (Sauce Color) and Moutai Prince Wine (Black Gold), aimed at enhancing market competitiveness [19][20]

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]