**: Wine industry reference.
*: Kweichow Moutai.
On December 30, the Moutai Group's International Market Work Conference was held in Sanya, thoroughly implementing the spirit of the Moutai Group's 2024 Annual Market Work Conference, comprehensively reviewing the work of Moutai International Market in 2023, systematically planning the work in 2024, further unswervingly implementing the internationalization strategy, practicing the market values of "looking forward to mei", and continuing to explore overseas markets with a more open attitude and more powerful measures.
Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, attended the meeting and delivered a speech, group leaders, Wang Xiaowei, and external directors Zhang Ruibin, Guo Xianzhong, Liu Jie and Bai Min attended the meeting.
Meeting site. In 2023, in the complex situation and economic environment such as the sluggish global economic recovery, all overseas channel providers will always work with Moutai to work together with one heart and one mind, actively implement Moutai's international development strategy, thoroughly implement the "five-way marketing method", actively build the group's "one game of chess" large market ecological pattern, accurately implement the "five tactics", and make a wonderful appearance with the "World Tour", circle fans overseas, and realize the transformation from "going out" to "going in" The positive change fully demonstrates Moutai's active attitude of integrating into the world, and strives to demonstrate the international feelings of Chinese enterprises to be open and free and dialogue with the world, with clearer directions, clearer strategies and more effective tactics, laying the foundation and accumulating strength for the international development of Moutai.
Ding Xiongjun spoke.
'Beauty' is not only the development philosophy of Moutai enterprises, but also the expression of the concept, goal and form pattern of Moutai's market work. At the meeting, Ding Xiongjun shared the 2027 target plan of Moutai International Market with you from the aspects of strategic goals, strategic layout, realization paths, and safeguard measures with the theme of "Beauty is endless, and the world is 'mei'".
Ding Xiongjun pointed out that the international development of Moutai started early, and there is a lot of room for development. In the future, Moutai will continue to adhere to the development direction of marketization, rule of law and globalization, actively integrate into the national "Belt and Road" initiative and the new development pattern of "taking the domestic cycle as the main body and the domestic and international dual cycles promoting each other", and unswervingly follow the international development strategy of "based on domestic and expanding overseas". Starting from 2024, we will gradually increase the export volume of Moutai liquor, Maoxiang series liquor and the group's family products, and strive to achieve the goal of "operating income of more than 10 billion yuan in the international export market" in 2027. In addition, Moutai will also focus on standardizing the development of the foreign old liquor market, and promote the realization of a healthy virtuous cycle of "buying the current year's liquor, drinking the liquor of previous years, tasting the aged liquor, and collecting the old liquor".
Ding Xiongjun emphasized that the Moutai international market covers 64 countries and regions around the world, with 106 international channel providers, 44 specialty stores and 3 Moutai cultural experience centers. In the next step, Moutai will focus on the overall channel layout of "1+2+N", use multi-factor analysis methods, and conduct a comprehensive assessment of the energy level of the existing market and the future development market by responding to the indicators of the "Belt and Road" initiative countries and major countries in Sino-foreign economic and trade exchanges, so as to promote the coverage of more countries and regions. In the case of generally adhering to the principle of "no increase in the number of contract signatories and no increase in the total amount of contract plans", the "1+1" implementation path is adopted, and various channel providers are guided and encouraged to actively expand the international market through incentive policies, matching policies, first-class policies, business policies, etc.
On how to do a good job in safeguard measures, Ding Xiongjun emphasized that it is necessary to closely focus on the 2027 target planning, implement list management, study the establishment of a "Moutai internationalization" work leading group, establish a "1+1" work coordination mechanism, and form an organizational guarantee system of "proper command, efficient coordination, and strong implementation". It is necessary to continue to optimize the international talent training system, consolidate the talent base for international development, accelerate the promotion of customs "AEO" certification, maintain first-class safety, and improve export efficiency. While continuing to innovate the international expression of "mei", we should deeply understand the Chinese characters representing Moutai culture such as "Pu, Mei, Mao, Xiang, and Gongfa", grasp their rich connotations, and let the world "understand Moutai" through Chinese characters and let the world "understand China" through Moutai. It is necessary to give full play to the role of the rule of law in guiding, regulating, and guaranteeing, strengthen compliance reviews, promote the in-depth integration and development of the rule of law and international business, and comprehensively increase the capacity and level of legal affairs safeguards. I believe that with the joint efforts of the majority of international channel business friends, Moutai will expand the international market with a more open attitude and innovative awareness, enter more countries and regions, and pursue beauty endlessly, and share "mei" with the world.
Wang Xiaowei presided over the meeting.
When presiding over the meeting, Wang Xiaowei pointed out that the 2027 target plan and the proposal of the "1+1" path are not only an important guarantee for achieving progress while maintaining stability and fast progress while maintaining stability, but also a key step for Moutai's internationalization to "open a new situation in the changing situation", which has strengthened our confidence and determination to do a good job in Moutai's internationalization. It is necessary to adhere to the endless pursuit of beauty, adhere to the corporate philosophy of Moutai's "aesthetics" as a guide for marketing practice, unswervingly implement the internationalization strategy, always practice the market values of "pursuing beauty", continue to explore overseas markets with a more open attitude and more powerful measures, and work hand in hand with all international channel providers to draw a broader and more beautiful picture.
Award Ceremony. The conference also held an award ceremony to commend the outstanding performance of Moutai's international distributors, further encouraging everyone to deepen the local market, spread Moutai culture, continue to empower "MEI", and jointly promote the high-quality development of Moutai's international business.
Representatives of channel providers shared their experiences.
At the meeting, the person in charge of Moutai Import and Export Company made the "Kweichow Moutai 2023 International Market Work Report", which comprehensively reviewed the achievements of Moutai's international market work in 2023 and made a detailed plan for the market work in 2024. It is pointed out that in 2024, the import and export company will be based on the value concept of "sharing MEI with the world", adhere to the strategy as the guide, the product as the carrier, the channel as the support, and the culture as the guidance, and set up a new situation in the market development along with "MEI", open up a new path in the development of product ecology and "MEI", enter and exit new strategies in channel construction with "MEI", and have a new meaning in the expression of brand culture to create "MEI", so as to promote the internationalization process of Moutai to move towards "MEI" at full speed. Representatives of channel providers also shared their experience based on their own reality.
Visit the exhibition. Before the meeting, the leaders and guests at the meeting also learned more about the international development process of Moutai and the beautiful footprints of "Moutai Beauty World Tour" through on-site explanations and content exhibitions.
Jiang Yan, leader of Moutai Liquor Co., Ltd., assistant general manager of Moutai Co., Ltd., heads of relevant departments of Moutai Group and Moutai Co., Ltd., and Moutai international channel providers attended the meeting.
Editor: Zhang Yingfang, Wang Cheng.
Editor-in-charge: Cai Zhongcheng and Fang Cunfang.