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茅台文化体验馆双城落地
Bei Jing Shang Bao· 2025-08-26 09:20
北京商报讯(记者 刘一博 冯若男)8月26日,北京商报记者从贵州茅台公众号获悉,三家茅台文化体验 馆在新疆乌鲁木齐与河南郑州同步启动,分别编号第66号、45号及60号。这是67家茅台全国化文化体验 版图深度融入西北地区,并进一步强化中原市场布局的重要举措。 ...
“三个转型”的战略支点,茅台加速布局“超级终端”
Sou Hu Cai Jing· 2025-07-30 02:10
Core Viewpoint - The opening of the 47th and 53rd Moutai Cultural Experience Halls in Kunming and Shanghai signifies Moutai's strategic shift towards enhancing consumer engagement and transforming from a product-centric to a service-oriented business model [1][10]. Group 1: Strategic Importance of Cultural Experience Halls - Moutai Cultural Experience Halls serve as vital platforms for the company's transition to a "product + service" model, responding to the evolving consumer landscape [1][8]. - The halls are designed to deepen consumer understanding of Moutai's brand culture, integrating local cultural elements and advanced technology to create immersive experiences [6][9]. - Moutai's strategy emphasizes the importance of storytelling and emotional connection, aiming to build a three-dimensional value matrix encompassing experience, emotion, and social interaction [9][10]. Group 2: Market Trends and Consumer Behavior - The shift in the market from manufacturer-led to consumer-driven dynamics highlights the need for brands to offer services beyond products, aligning with global trends in consumer engagement [8][10]. - Research indicates that 64% of Chinese consumers prioritize emotional satisfaction, marking the rise of "emotional consumption" where consumers seek value recognition through their purchases [10]. - Moutai's cultural experience halls are positioned to meet these changing consumer demands by providing enriched, multi-faceted experiences that go beyond traditional sales methods [10]. Group 3: Future Directions and Innovations - Moutai plans to continue expanding its cultural experience halls, with a focus on innovation in exhibition materials and formats to enhance consumer engagement [4][7]. - Each experience hall is tailored to reflect local cultural characteristics, creating unique identities that resonate with regional consumers [6][7]. - The company aims to leverage these halls as hubs for social interaction and community building, fostering deeper connections between the brand and its consumers [9].
三个转型”的战略支点,茅台加速布局“超级终端
Zheng Quan Zhi Xing· 2025-07-28 09:12
Core Insights - The opening of the 47th and 53rd Moutai Cultural Experience Halls in Kunming and Shanghai signifies Moutai's commitment to enhancing its market presence and brand strategy [1][2][4] - Moutai's strategy reflects a shift from a product-centric approach to a consumer-centric model, emphasizing the integration of lifestyle and cultural experiences [2][4][11] Group 1: Strategic Importance - Moutai Cultural Experience Halls serve as key platforms for the company's transformation towards a "product + service" model, responding to the evolving consumer landscape [2][9] - The experience halls are designed to enhance consumer engagement by providing immersive cultural experiences that resonate with local identities [6][8] Group 2: Experience Hall Features - The 53rd hall in Shanghai combines international cultural elements with Moutai's heritage, while the 47th hall in Kunming utilizes advanced technology to showcase Moutai's cultural narrative [8][10] - Moutai has established 67 experience halls since 2021, focusing on six dimensions: history, culture, nature, technology, experience, and sustainability [6] Group 3: Consumer Engagement - The experience halls aim to create a three-dimensional value matrix encompassing experiential, emotional, and social values, enhancing consumer connection to the brand [10][11] - Moutai's approach aligns with the rising trend of "emotional consumption," where consumers seek deeper emotional and value recognition through their purchasing decisions [11]