At Kweichow Moutai’s 2025 interim shareholders’ meeting on November 28, Vice President Zhang Xu outlined plans to build scenario-based systems around professional and lifestyle settings.
For business scenarios, the company aims to embed its products across industrial chains by: 1) Creating demand horizontally through industry events (e.g., new energy supply chain conferences, annual meetings, product launches); 2) Vertically tailoring products to customer segments; 3) Exploring "mobile terminals" like smart cabinets to integrate products directly into business environments.
For lifestyle scenarios, the focus is on joy and emotional connections: 1) The core value of alcohol consumption lies in "lowering inhibitions" (reducing psychological barriers to foster genuine communication); 2) Social gatherings consume 2-3 times more alcohol than family settings, requiring designs around cycling, marathons, and parties; 3) Developing a "scenario-role" matrix to enhance self-enjoyment and social bonding through experiential design.
Since 2024, the company has driven "three transformations" (customer base, scenarios, services) to address market mismatches.
**Customer Base**: While traditionally reliant on conventional industries, Moutai is now targeting emerging sectors like tech and新能源. Though uptake among new economy firms remains below expectations, gradual progress is noted. The company acknowledges challenges in adapting to tech entrepreneurs’ moderate drinking habits—viewed as stress relief and creative stimulation—requiring long-term cultivation. Efforts also include youth and internationalization strategies.
**Sales Performance**: - **Moutai Liquor**: After strategically reducing supply from June-August to stabilize the market, sales rebounded post-August, with Q3 revenue up 7.26% YoY. - **Series Liquors**: Facing industry-wide pressure from weak consumption scenarios, targeted policies improved sales, notably for Moutai 1935, which saw significant YoY growth and high open-bottle rates from September-November.
Zhang emphasized leveraging innovation to navigate cyclical challenges, ensuring long-term market stability through customer-centric reforms.
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