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On July 23, the 2024 Half-Year Market Work Conference of Kweichow Moutai was held at the Moutai Conference Center to thoroughly study and implement the spirit of the Third Plenary Session of the 20th CPC Central Committee, comprehensively summarize Moutai’s marketing work in the first half of the year, further analyze the "time" and "trend" facing development, and clarify the "Tao" and "technique" of market work, in order to achieve Moutai’s annual goals, the group’s annual goals, and to unify thinking and build consensus for high-quality passage through this cycle.

Zhang Deqin, Secretary of the Party Committee and Chairman of Moutai Group, and Wang Li, Deputy Secretary of the Party Committee and General Manager, attended the meeting and delivered speeches. Gao Shan, Duan Jianhua, Wan Bo, Liu Gang, Tu Huabin, Wang Xiaowei, You Yalin, Zhong Zhengqiang and Xia Xuewen, members of the group and shareholding team, attended the meeting.

The meeting pointed out that in the first half of this year, facing the complex market situation, Moutai's marketing system maintained strategic determination, insisted on goal orientation, and steadily promoted various tasks, achieving stable growth on a high base and large scale, and delivered a beautiful "report card". It firmly stabilized Moutai's "basic plate", played the role of "guiding star" and "ballast stone", and made important contributions to the group's successful achievement of its goals.

The meeting fully affirmed the development achievements of Moutai's market work and expressed sincere gratitude to the market personnel who have worked hard on the front line of sales for many years. The meeting believed that the achievements came from the comprehensive strategy to cope with market changes. The sales company actively went down to the market for research, understood the actual situation of the market, and took multiple measures to boost confidence and stabilize the market. The achievements benefited from the orderly advancement of market work. In the past six months, all market work has been carried out in an orderly manner, and through the joint construction of "four ends" such as products, channels, brands, and services, the basic skills have been practiced and strengthened. The achievements embody the unity and forge ahead of the market team. Over the past 20 years since the establishment of the sales company, it has forged the excellent quality of "daring to take risks, dare to be the first, not afraid of difficulties, and not afraid of challenges". All personnel, dealers, and channel dealers have united to overcome difficulties, adhere to the goal orientation, and deepen the market construction, showing extraordinary combat capabilities, setting an example for the industry, and serving as a vanguard.

The meeting believes that the second half of the year is a critical period to get through this round of industry adjustments, and it is also a critical period to complete the 2024 goals and tasks. We must see the "time" and "trend" clearly, use the "Tao" and "technique", and use strong strategic determination to cross this cycle with high quality. To see the "time" and "trend", we must correctly understand the essential laws contained in the complex market situation of "three phases superimposed". From an external perspective, the transformation of liquor consumption scenarios caused by the adjustment of the macroeconomic cycle is "inevitable", and the industry adjustment cycle is a virtuous cycle of "destocking". From an internal perspective, Moutai's attributes of socialization and collection, and the premium space formed on this basis, are derived from the continuous improvement of product value and brand value, and also create Moutai's own "development cycle".

The meeting believes that in the face of market changes, we must maintain "steadiness" and firm "confidence". "Stability" and "confidence" come from the "two basic unchanged" derived from the external macroeconomic situation, industrial situation and Moutai's own basic attributes: the basic attributes and basic demand of Moutai have not changed. Because, Moutai's current and future development has "three basic supports" formed by the unchanged confidence in the positive development of China's economy, the unchanged recognition of Moutai's strong brand value, and the unchanged scarcity and uniqueness of Moutai's excellent quality.

The meeting stressed that the Third Plenary Session of the 20th CPC Central Committee pointed out that in the face of the complicated international and domestic situation, a new round of scientific and technological revolution and industrial transformation, and the new expectations of the people, reform must be consciously placed in a more prominent position. For Moutai, it is necessary to clearly recognize the current shortcomings, make up for the shortcomings with a higher political stance and a stronger sense of mission, and create greater value.

The meeting emphasized that under the complex market situation of "three phases superimposed", the transformation to solve the pain points of supply and demand adaptation is imperative. The "Tao" level should actively transform to "new business" and do a good job in "three transformations". The first is the transformation of customer groups, targeting unicorns, specialized and new enterprises, small giants and other enterprises, and cultivating practitioners in emerging industries such as new energy, biotechnology, and digital technology as new consumer groups. The second is the transformation of scenarios, developing business consumption for potential industries and future industries, and developing scenarios such as gatherings of relatives and friends. The third is the transformation of services. The marketing idea should change from "birds of a feather flock together" to "people are divided into groups", and the service concept should change from "selling products" to "selling lifestyles" for different segments of the population.

The meeting emphasized that at the "technical" level, we should focus on the "four focuses". Products should focus on "single products", continue to improve the product tension of large single products, strengthen the "olive-shaped" structural product series, optimize the "pyramid" product matrix of large single products, and gather to form a stronger product synergy. Channels should focus on "synergy", accurately analyze the characteristics of customer groups in each channel, balance the relationship between online and offline, public and private domains, and build an ecosystem through investment synergy, resource synergy, and policy synergy, where online empowers offline, offline serves online, and channel advantages complement each other, reaching a wider range of C-ends, while further enhancing market resilience, and jointly obtaining greater benefits and creating greater value for the country and society. The brand should focus on "value". Focusing on the brand core, brand image and brand maintenance, further deepen the scientific expression system of the scarcity of Moutai's core production areas, the uniqueness of traditional methods, the diversity of base liquors, and the typicality of product styles. Continuously strengthen the quality value from the material level, carry out cultural activities with high standards, promote cultural connotations, and continuously strengthen the emotional value from the spiritual level. Use emotional value to directly hit the minds of consumers, arouse consumer resonance, and continue to tell the story of Moutai's brand core; fully implement the ESG concept to enhance the brand image and demonstrate Moutai's brand power and responsibility; insist on doing a good job in market rights protection, and improve the anti-counterfeiting level and promote brand maintenance through the integrated application of advanced technologies such as physics, chemistry, and biology. The terminal should focus on "service", adhere to the consumer-centric approach, improve terminal service facilities, enhance terminal service experience, provide good services to potential customer groups in emerging industries, and comprehensively improve terminal service capabilities and levels.

The meeting emphasized that "production is the front line, and sales are the front line", and we must firmly establish a customer-centric and market-centric service awareness for all employees, think about what sales think, and be anxious about what sales are anxious about, and use the strength of the entire group to escort sales work. We must treat relevant parties with care and affection, serve and manage distributors and channel merchants well, and cultivate new consumers and retain existing consumers through high-quality services, and continuously improve the temperature of Moutai's service. We must forge a first-class sales team, effectively enhance the sense of identity, honor and belonging of overseas sales personnel, further strengthen unity and cooperation, and continue to consolidate the foundation of market work.

The meeting emphasized that we must fully believe in Moutai’s product quality, brand heritage, and competitive advantages, and in the strong support of the sales team and Moutai employees who work hard behind the scenes. We must further strengthen our confidence, work together, overcome difficulties, unite and forge ahead, strive to be an enterprise that pursues "truth, goodness and beauty", and continuously enhance Moutai's brand image and reputation, so as to make new and greater contributions to Moutai's long-term prosperity and steady progress in navigating this round of adjustment cycle.

At the meeting, the sales company made a market work report for half a year in 2024, and representatives from some provinces, regions and departments shared their work. After the meeting, the sales company immediately organized a meeting to make arrangements for the implementation of the spirit of this meeting. Everyone actively participated in the discussion and analysis, faced difficulties, summarized and shared market work experience, and further strengthened their confidence and determination to do a good job in Moutai sales.

Heads of relevant functional departments of Moutai Group and Moutai Liquor Co., Ltd., heads of various provinces and regions, self-operated companies and departments of the sales company attended the meeting.

Source: Moutai Media Center