At Kweichow Moutai's 2025 interim shareholders' meeting on November 28, Wang Li, Deputy Party Secretary, Director, and Acting General Manager of Kweichow Moutai, shared insights on the company's youth-oriented strategy and low-alcohol product development.
Wang emphasized that Moutai's approach to attracting younger consumers is not about superficial trends. "For Moutai, the appeal of low-alcohol beverages, particularly those around 20% ABV, to younger demographics remains debatable," she noted.
She clarified that Moutai’s youth strategy is not narrowly defined. "We won’t pursue youthfulness for its own sake or prioritize it exclusively," Wang stated. Instead, the company aims to rejuvenate its brand by enhancing its reputation among younger consumers.
Wang elaborated on two key aspects of brand reputation: 1. **Social Responsibility Initiatives**: Moutai’s "Heaven-Earth-Humanity" public welfare program serves as a platform to convey brand warmth through tangible actions. 2. **Storytelling**: The company highlights its historical heritage, craftsmanship, and dedication to quality through engaging narratives.
"At the recent Chishui River Forum, my speeches on 'Six-Six Great Fortune' and 'Perfect Ten' resonated widely," Wang remarked. "Such stories help younger consumers connect emotionally with the brand."
### Q&A Highlights: **Question**: How does Moutai view the trends of youth-oriented and low-alcohol products, and what measures will the company take?
**Wang Li's Response**: - Moutai segments young consumers (under 45, per WHO standards) into distinct groups with tailored strategies: - **Ages 18–25 (Students)**: Focus on brand reputation rather than direct sales. - **Ages 26–30 (Introduction Phase)**: Integrate baijiu into their careers and lifestyles. - **Ages 31–35 (Growth Phase)**: Encourage active product adoption. - **Ages 36–45 (Stability Phase)**: Strengthen brand loyalty through consistent quality.
### Three Pillars of Moutai’s Youth Strategy: 1. **Vitality**: - Enhance brand reputation via storytelling and social initiatives. - Drive technological innovation while balancing tradition and modernity. - Modernize management practices.
2. **Innovation**: - Overcome barriers (taste, consumption scenarios, culture, accessibility, pricing) through product, cultural, and experiential innovations.
3. **Inclusivity**: - Cater to diverse age groups without alienating any demographic. - Foster a sustainable ecosystem balancing stakeholder interests (employees, partners, consumers, government).
Wang concluded by inviting shareholders under 45 to contribute ideas for Moutai’s youth-oriented initiatives.
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