Core Viewpoint - The Chinese liquor industry is currently experiencing a downward trend, with most companies facing significant challenges, and innovation is essential for overcoming these difficulties [2][4]. Industry Overview - The liquor industry has been in a decline since 2022, with the current situation being particularly challenging due to regulatory pressures such as the "Eight Provisions" [4]. - Only a few companies, like Fenjiu, are managing to grow amidst this downturn, indicating a stark contrast within the industry [5]. Innovation Strategies - The company emphasizes the need for creating "super products" and implementing innovative business models, including "super channels, super communication, and super experiences" to achieve growth despite the industry cycle [2][5]. - A successful example includes the "Zunyi Forum," which has hosted 71 events with 9,000 participants and generated 500 million yuan in new product returns [5]. Product Development - The company has developed a high-value product in the sauce liquor category priced at 600 yuan, which competes with products priced at 2,000-3,000 yuan [7]. - The introduction of a new beer product has also gained significant popularity in both online and offline markets [7]. Market Positioning - The company aims to establish itself as a leading global liquor and beverage company by focusing on the development of "super products" [9]. - The brand "Zhenjiu" is recognized as one of the four major national banquet liquors, enhancing its market prestige [8]. Organizational Structure - The company operates as a learning organization and has implemented employee stock ownership plans to motivate its workforce [7][8]. - The collaboration with nearly 3,700 partners through the "Wanshang Alliance" is a key aspect of its distribution strategy [7]. Case Studies - The success of LABUBU, which significantly increased its market value through the creation of a super product, serves as a model for the liquor industry [8][9]. - The rise of the "Old Shop" brand in Hong Kong, which saw an 11-fold increase in value, illustrates the potential of innovative product offerings [9].

Core Insights - The article emphasizes the enduring value of Moutai, highlighting its financial attributes, collectible nature, and long-term growth certainty as key factors that contribute to its market resilience [1][2][4]. Group 1: Financial Attributes - Moutai has been referred to as "liquid gold," with a historical price equivalence to "10 grams of gold" in 2021, showcasing its financial appeal [1]. - The auction average price of Moutai old liquor is projected to grow at a compound annual growth rate (CAGR) of 18.7% from 2020 to 2025, significantly outpacing gold's 5.3% growth during the same period [2]. Group 2: Scarcity and Production - Moutai's production capacity for 2024 is limited to 57,200 tons, representing only 0.6% of China's total liquor production, indicating a structural scarcity [2]. - The production process involves 30 steps and 165 stages, with a minimum aging period of five years, further constraining expansion opportunities [2]. Group 3: Cultural Significance - Moutai's unique aging process enhances its flavor over time, with prices for 30-year and 50-year variants reaching over 10,000 yuan, reflecting the quantifiable value of time [3]. - The company integrates cultural elements into its products, such as the "Scattered Flower Moutai" and "Singing Moutai," which combine traditional art with limited editions, enhancing their collectible appeal [3]. Group 4: Resilience and Growth - Moutai has demonstrated strong resilience, successfully pivoting its strategy during the 2013 "ban on official liquor" by targeting high-net-worth individuals and business consumers [4]. - In Q1 2025, Moutai reported revenue of 50.6 billion yuan and a net profit of 26.8 billion yuan, showcasing its ability to grow even during industry downturns [4]. Group 5: International Expansion - Moutai's overseas sales reached 5.189 billion yuan in 2024, marking a significant increase of 19.27% year-on-year, indicating strong international demand [5]. - The company exported over 2,100 tons of liquor in 2024, with high-value Moutai sales exceeding 100 tons, reflecting a growing consumer base in emerging markets [5].