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Kweichow Moutai, which previously announced the completion of various goals in the first half of the year, disclosed the work goals and sales strategies for its main products in the second half of the year.

On the 24th, the reporter of the Nanduwan Finance-New Consumption Index Research Group of Liquor Industry noticed that Kweichow Moutai has held the 2024 half-year market work meeting of Kweichow Moutai. During the meeting, Kweichow Moutai disclosed that the company achieved stable growth in the first half of the year under a high base and large volume, and in the second half of the year, Kweichow Moutai will make new changes in the marketing of Moutai, including targeting new customer groups and new scenarios. This is also the new marketing idea and sales strategy proposed by Zhang Deqin to Kweichow Moutai three months after taking office at Moutai.

Regarding the sales situation in the second half of this year, the above meeting mentioned that the second half of this year is a critical period for getting through this round of industry adjustments and also a critical period for completing the 2024 target tasks. Therefore, Kweichow Moutai believes that in the coming time, it is necessary to see the "time" and "trend" clearly and use "Tao" and "technique" to get through this cycle.

Specifically, Kweichow Moutai's marketing strategy for Moutai in the second half of the year is mainly reflected in transformation. Among them, the "Tao" mentioned above is the active transformation to "new business".First, in terms of customer transformation, we will target unicorns, specialized and new companies, small giants, and cultivate practitioners in emerging industries such as new energy, biotechnology, and digital technology as new consumer groups; secondly, in terms of scene transformation, we will develop business consumption for potential industries and future industries, and at the same time develop scenes such as gatherings of relatives and friends; in terms of service transformation, the marketing idea must change from "birds of a feather flock together" to "people are divided into groups", and the service concept must change from "selling products" to "selling lifestyles" for different segments of the population.

As for the "art" of market development, Kweichow Moutai said that it should revolve around "four focuses": products should focus on "single products", enhance the tension of large single products and strengthen the "olive-shaped" structure; channels should focus on "synergy", analyze the characteristics of customer groups in each channel, balance the relationship between online and offline, public and private domains, etc., and build an ecosystem through investment synergy, resource synergy, and policy synergy; brands should focus on "value", for example, continuously strengthen quality value from a material level; terminals should focus on "service", and insist on being consumer-centric.

From the sales model mentioned above, a reporter from Nanduwan Finance learned that the sales of Moutai and other products will still be the company's key layout area in the second half of the year, especially the new adjustments made to Moutai in terms of customer groups, channels and scenarios. The product sales at the terminal have become the company's key focus.

In fact, before the above-mentioned marketing meeting was held, Kweichow Moutai had "quietly" adjusted the product marketing strategy of Moutai liquor, among which the change in product launch was the most significant manifestation.

During the visit, Nanduwan Finance reporter noticed that Kweichow Moutai recently adjusted its product delivery structure, among which Feitian Moutai, Zodiac Moutai and Premium Moutai were delivered in different quantities in some regions. For example, in terms of distributors, some Moutai distributors reported that the proportions of the aforementioned products they received were different. For example, among the 100 products delivered, some distributors received 70 Feitian Moutai, while some distributors received only 30.

As for direct sales channels, some products also have dynamic adjustments. For example, the zodiac dragon Maotai, a reporter from Nanduwan Financial Society found that the dragon Maotai that won the lottery on iMoutai has been in "stocking" in recent days. A staff member of one of the offline direct stores told the reporter from Nanduwan Financial Society that the product is currently "out of stock" in Guangzhou and "will notify you as soon as it is available." In addition, the staff member also said that the premium Maotai liquor can be purchased directly in the store.

Judging from the relevant supply of Moutai liquor, Kweichow Moutai, which has experienced fluctuations in the market price of its products before, not only has "insight into the market and consumer needs and changes", but also continues to control the market quantity of Moutai liquor, which also keeps the price of Moutai liquor stable.

According to data from Today's Wine Prices, Bairong Wine Prices and other platforms, the price of 2024 loose-piece Feitian Moutai is 2,395 yuan/bottle, up 5 yuan from the previous day. The price of 2024 original box Feitian Moutai is 2,600 yuan/bottle, and the price remains unchanged.

In addition, Nanduwan Financial reporter noticed that affected by the overall market conditions, Kweichow Moutai rose and then fell at the opening on July 24. As of the close of midday trading, the stock recorded 1,451.88 yuan per share, down 0.21%.

Nanduwan Financial News reporter Beibei