wine expo special report | kweichow moutai: elegantly transforming from "selling wine" to "selling lifestyle"
2024-09-09
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in guizhou, a charming land, the provincial party committee and government are drawing up a new blueprint for the integrated development of wine and tourism with a forward-looking vision.
guizhou has clearly proposed to further integrate advantageous resources, use market-oriented methods, make full use of existing resource projects, continuously enrich consumption scenarios, integrate fine wine, beautiful scenery and delicious food, deeply promote the transformation from "selling wine" to "selling lifestyle", and strive to promote the high-quality development of the liquor industry. in this transformation, moutai group, as the shining pearl of guizhou's liquor industry, has taken the lead and led the wave of transformation with a series of innovative measures.
moutai is more than just a bottle of wine. it is the precipitation of history and culture, and the crystallization of craftsmanship and art. in the transformation from "selling wine" to "selling lifestyle", moutai group has a deep insight that consumers pursue not only the material enjoyment of the product, but also the cultural value and life attitude behind it. therefore, moutai has started a comprehensive upgrade from products to services to provide consumers with a full range of high-quality lifestyle experiences.
in 2023, under the overall planning of the guizhou provincial department of culture and tourism, moutai group set up moutai post stations in 12 well-known scenic spots, including qingyan ancient town, wanfenglin scenic area, huangguoshu scenic area, and xijiang qianhu miao village. these posts not only provide tourists with a space to rest, but also allow them to experience the charm of moutai up close. here, tourists can taste the mellow moutai wine, choose their favorite moutai cultural and creative products, and even participate in a variety of wine culture activities. the establishment of moutai post stations not only enriches the tourists' travel experience, but also becomes a highlight of guizhou tourism, attracting the attention of countless tourists.
the chinese wine culture city located within the moutai group is a vivid portrayal of this transformation. this museum, which covers an area of more than 30,000 square meters, houses more than 5,000 precious collections including sculptures, calligraphy and paintings, tibetan plaques, inscriptions, and cultural relics, which vividly display the history and culture of moutai. at the call of the guizhou provincial party committee and the provincial government, moutai group has accelerated the market-oriented operation of the chinese wine culture city. in 2023, the chinese wine culture city was rated as one of the first ten wine and tourism integrated scenic spots in guizhou with richer formats, better services, and continuously improving reputation. this year, the chinese wine culture city received a total of 276,000 tourists and achieved a total tourism sales revenue of 285 million yuan.
moutai also focuses on transforming intangible symbols, meanings, emotions, etc. into high-value, high-value-added cultural products, vigorously launching moutai cultural and creative products, and reconstructing the business chain from the consumer end, content end, product end to the sales end. in 2023, moutai shined in the high-end festival-themed cultural and creative market, and the annual sales revenue of cultural and creative products exceeded 600 million yuan. among them, the "traditional chinese festivals and seasons" series of products successfully broke the circle and won wide recognition in the market. these cultural and creative products not only enhance moutai's brand image, but also provide consumers with more diversified choices.
in addition to cultural and creative products, moutai is also actively building cultural experience centers to deeply integrate wine culture with lifestyle, using wine as a carrier to promote cultural heritage, continuously broaden the boundaries of consumer groups, and lead a new trend in quality of life.
beijing, adjacent to the olympic forest park, is the first maotai cultural experience center in beijing. from smelling and experiencing the aroma and flavor wheel, to explaining the water and soil of the chishui river basin, to the relationship between the 24 solar terms and brewing, consumers follow the footsteps of time to understand the traditional culture and traditional brewing techniques of guizhou maotai.
in suzhou, in a maotai cultural experience hall that was renovated and revitalized from an ancient building from the late ming and early qing dynasties, maotai and many other intangible cultural heritage elements such as suzhou embroidery are integrated into a new cultural landscape.
nanjing moutai cultural experience hall, located on the city landmark on the 50th floor of golden eagle world, is empowered by cutting-edge technology and exquisitely connects ten theme exhibition areas, presenting a unique wine aroma and historical beauty.
the hangzhou moutai cultural experience hall is located on the bank of west lake and the southern song dynasty imperial street. the design fully integrates the moutai brand culture and the regional culture of the southern song dynasty, and fully displays the development history, special craftsmanship, unique environment, social responsibility, corporate honors, group products, etc. of moutai.
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by the end of december 2023, a total of 28 moutai cultural experience centers have been approved by moutai and have been awarded licenses, and 58 are under construction, which will gradually cover more consumer markets across the country. these experience centers not only showcase moutai's traditional culture and brewing techniques, but also provide consumers with a full range of experiences integrating "seeing, listening, tasting, eating, and gifting" through cutting-edge technology, intangible cultural heritage elements and other innovative means.
the transformation from "selling wine" to "selling lifestyle" not only reflects the trend of profound changes in business models and consumer demand, but also an upgrade of marketing strategies and consumer concepts. in this transformation, moutai group has always been consumer-centric, focusing on their emotional needs, cultural identity and the improvement of their quality of life. through a series of fruitful explorations and practices, it has achieved an elegant transformation from "selling wine" to "selling lifestyle".
in the future, moutai will continue to explore the deep integration of wine culture with tourism, culture, technology and other fields with a more open attitude and innovative thinking, and meet the growing diversified needs of consumers with richer products, higher-quality services and more unique experiences, making moutai an indispensable part of the lifestyle of more people.
guizhou daily tianyan news reporter zhou qing
editor: liu xianyu
second trial of xu siyu
the third trial of huang rui and li xun
