**: Wine industry reference.
*: Kweichow Moutai.
On December 30, the 2024 "Mao Xiaoling" Food Market Work Conference was held in Sanya to implement the spirit of the Moutai Group Market Work Conference, summarize the market work in 2023, and deploy the work in 2024.
Meeting site. Ding Xiongjun, Secretary of the Party Committee and Chairman of Moutai Group, attended the meeting and delivered a speech, and group leaders and Wang Xiaowei attended the meeting.
As the most familiar "Mao Xiaoling" delicacy to consumers, Moutai ice cream, sauce latte, and Mao Xiaoling wine heart chocolate "three products" are not only important strategic products for Moutai to promote brand rejuvenation, but also Moutai around the collision and integration of "wine + food" and taste experience, and the most influential state-owned enterprises, private enterprises, and foreign enterprises in the industry, forming a "drink, eat, taste, drink, bring" product matrix ecological layout, but also Moutai to enhance its core competitiveness, enhance brand extension, Meixing, which enhances the vitality of the enterprise, has become a realistic case of practicing "one game of chess for a large group and one heart for the industrial chain", and refined the "first Moutai" for young people.
Ding Xiongjun spoke.
Ding Xiongjun pointed out that since the "2+5" market strategy was put forward at the Sanya Market Work Conference last year, with the support of all partners and the efforts of all first-class experience store partners, the ice cream, coffee and chocolate projects will achieve operating income in 2023 and complete the annual target ahead of schedule, and the market energy level will be improved in an all-round way. From the perspective of the product chain, Moutai has successfully stepped into the ice cream, coffee, and chocolate categories, and built a product system of "Ice Cream Cup Products - Ice Cream Small Sticks - Sauce Latte - Mao Xiaoling Wine Heart Chocolate", and expanded and established 9 levels of product belts. From the perspective of channel construction, the offline coordination of provincial and prefecture-level dealer channels, the basic system of "34 ***96 experience stores + 76 pop-up stores" covering 31 provinces (cities and districts) has been built, and the settlement of third-generation stores and self-operated stores of Moutai has been completedOnline, it is mainly based on i Moutai and Xunfeng platforms, and extends outward to platforms such as Tmall, JD.com, and Douyin, with the distribution scope reaching 29 provincial-level administrative regions, 301 prefecture-level administrative regions, and 2,712 county-level administrative regions, increasing market construction in an all-round way, so that "Mao Xiaoling" food can reach more regions. From the perspective of brand promotion, "Mao Xiaoling" appeared on CCTV-5, Migu, Douyin, etc., established a propaganda position of "Mao Xiaoling Glycol Family", and interpreted "Let love return sweetness and make beauty more mellow" in multiple forms and carriers, and Moutai wine and food made the beauty life more colorful. From the perspective of management services, we conscientiously practice "quality is the soul of life", strengthen production and operation procedures, formulate unified service standards, strengthen the quality control of the whole chain, continue to improve and improve logistics, customer service, quality and other system standards, and continue to improve customer satisfaction.
Halfway up the mountain, if you don't advance, you will retreat. Ding Xiongjun pointed out that in order to promote the rapid growth of the emerging food brand "Mao Xiaoling" and achieve long-term development, all parties need to work together and work together. It is necessary to grasp the two keys of large-scale terminal and digital empowerment, establish a more direct and in-depth link with consumers, and strive to cultivate and build the brand of "Mao Xiaoling" in the food track.
On how to do a good job in the "Mao Xiaoling" market in 2024, Ding Xiongjun emphasized that first, we must clarify the work goals, and in 2024, the total operating income of "Mao Xiaoling" food should be increased on the basis of the previous year.
Second, we must do a good job in key tasks, that is, focus on products, brands, channels, and terminals, and strive to improve the "three forces". It is necessary to deeply cultivate the basic and classic models of the "three products", create explosive models, develop the best models, continuously improve the "product power", and shape product advantages. It is necessary to find out the role of the scene, shape the young communication scene, integrate into the young group, use the young language to tell the product story, explore the cultural story and value connotation behind the product, flexibly use the advertising media, interest activities, social methods and other forms that the young group loves, and deeply integrate into the various activities of the Moutai family, continuously improve the "brand power", and deepen the brand culture. It is necessary to strengthen in-depth cooperation with partners, with the help of its own channels, and at the same time rely on the channels of Moutai online and line first, make efforts to promote terminals, do active terminal sales, continue to support the development and growth of "Mao Xiaoling" food, increase the degree of products, broaden the reach with consumers, continuously improve the "reach", and strengthen the channel terminal.
Third, we must focus on two aspects of management, on the one hand, we must improve the overall planning and operation capabilities, further adjust and improve the business model and organizational structure, build a complete executive organization, and strengthen team building;It is necessary to reconstruct a new sales system in line with digital and intelligent development through the parallel operation model of "direct sales + production and marketing integration of producers + channel operation", realize the "four unifications" of retail data, ** chain, marketing and operation, and complete the digital reform of the retail network for C-end consumers. On the other hand, it is necessary to grasp the two keys of quality and service, in terms of quality management, continue to improve the quality control of the whole link, strengthen quality supervision and management, improve the level of quality management, and link all partners with environmental protection productionIn terms of service management, it is necessary to continue to strengthen service training, improve the service awareness and level of front-line personnel in stores, learn from and use third-party resources, and improve service quality and delivery speed.
Ding Xiongjun emphasized that to forge ahead on the new journey of "Mao Xiaoling" food, we will inevitably face various risks and challenges on the way forward, and we must fully and thoroughly implement the spirit of the group's market work meeting, maintain the ingenuity of excellence, the patience of long-term success, bravely shoulder heavy burdens, be good at doing good work, and create a new future of "Mao Xiaoling" food with endless beauty and endless me.
Commendation ceremony. At the meeting, the heads of Moutai Group Hotel Management Company and Moutai Ice Cream Division introduced the work of Moutai Ice Cream in 2023 and its plan for 2024. The meeting also commended the 2023 "Mao Xiaoling" cuisine, "Annual Gold Medal Store Manager Award", "Outstanding Pioneer Award for Fearless Future", "Outstanding Promotion Award for Strength Out of the Circle", "Outstanding Partner Award for Mellow Ice", "Excellent Strategic Partner Award" and so on.
Experience exchange and sharing.
Before the meeting, representatives of partners and distributors such as Mengniu and Luckin shared their experience in the ice cream industry analysis, classic cases of operation management, and digital marketing.
Jiang Yan, member of the Party Committee and deputy general manager of Moutai Liquor Co., Ltd., presided over the meeting. Heads of relevant units and subsidiaries of Moutai Group, representatives of partners, industry associations and dealers attended the meeting.
Editor: Zhang Yingfang, Wang Cheng.
Editor-in-charge: Cai Zhongcheng and Fang Cunfang.