Core Viewpoint - Moutai is redefining the relationship between liquor and consumers by emphasizing a return to its roots, focusing on respecting, connecting, and serving consumers in the evolving landscape of spiritual consumption [1][3][12] Group 1: Event Overview - The 14th China (Guizhou) International Wine Expo was successfully held from September 9 to 13, showcasing Moutai's entire product line and narrating the complete journey of liquor from raw materials to the glass [1] - Moutai's exhibition featured three main areas: "Birth, Growth, and Bloom," highlighting the quality and cultural heritage of Chinese national brands [1][4] Group 2: Cultural and Strategic Shift - Moutai's chairman, Zhang Deqin, emphasized two key points: returning to the essence of Chinese liquor culture and accelerating the shift from selling liquor to selling a lifestyle [3][12] - The liquor industry faces the challenge of reconstructing its value as younger generations drift away from traditional liquor culture, prompting Moutai to adopt a strategy focused on cultural value and consumer experience [4][5] Group 3: Experience and Engagement - Moutai's approach includes creating immersive, experiential, and cultural environments through four dimensions: liquor + ecology, liquor + culture, liquor + technology, and liquor + tourism [6][7] - The exhibition showcased Moutai's commitment to integrating traditional brewing wisdom with modern technology, enhancing consumer trust and engagement [6][7][10] Group 4: Consumer-Centric Practices - Moutai aims to respect, connect, and serve consumers by establishing quality recognition, cultural IPs, and community engagement initiatives [10][11] - The company is expanding its product matrix to meet diverse consumer needs and enhancing its service systems to create fulfilling experiences [10][11] Group 5: Future Vision - Moutai's initiatives reflect a broader industry trend towards cultural-driven strategic transformation, with a focus on emotional and cultural consumption [9][12] - The launch of the 2025 "Chinese Liquor Culture Month" and the "14th Five-Year Plan" for new cultural development indicates a commitment to redefining the core values of liquor culture [12][13]

Core Viewpoint - Moutai is showcasing its transformation from product output to cultural expression at the 5th China International Consumer Products Expo, emphasizing the importance of cultural narratives in its branding strategy [1][4]. Group 1: Exhibition Highlights - Moutai's exhibition features over 4,100 brands from more than 70 countries, with its booth located in a central area of the Hainan International Convention and Exhibition Center [1]. - The design of Moutai's booth is inspired by the winding Chishui River, incorporating traditional window designs and dynamic light effects to create a multi-dimensional cultural perception system [1][3]. - The exhibition presents a narrative of "Eastern aesthetics," utilizing intangible cultural heritage as a creative logic, and features interactive projects to engage consumers [3][4]. Group 2: Brand Strategy - Moutai is expanding its brand strategy beyond just alcoholic beverages, incorporating cultural tourism, creative cultural products, and digital platforms to convey new lifestyles and cultural meanings [4][6]. - The company aims to embrace new opportunities for global market integration, focusing on craftsmanship, cultural resonance, and an open approach to international markets [4][6]. - Moutai is transitioning from being merely visible to being better recognized globally, using the expo as a platform to showcase Chinese craftsmanship and brand vitality [6].