**: Wine industry reference.
*: Kweichow Moutai.
On December 30, the Moutai Group's marketing digitalization chess seminar was held in Sanya, thoroughly implementing the spirit of Moutai Group's 2024 annual market work meeting, further unifying ideas, building consensus, gathering strength, and working with dealers and channel providers to build a new game of chess for Moutai's marketing digitalization, strive to build a new ecology of market work in the new era, and continuously promote the high-quality development and modernization of Moutai.
Meeting site. Wang Li, deputy secretary of the Party committee and general manager of Moutai Group, presided over the meeting and delivered a speech, and group leaders Duan Jianhua, Wan Bo and Tu Huabin attended the meeting.
For a long time, Moutai has attached great importance to digital construction. In November 2023, during the critical period of the "14th Five-Year Plan" development, in order to continue to follow the "five-line" high-quality development path with Moutai aesthetics as the value connotation and focus on the three main businesses, Moutai Group launched the "Smart Moutai 2".0" construction to accelerate the pace of digital transformation, improve the basic capacity of the industry and the modernization level of the industrial chain, which also lays a solid foundation for the digitalization of marketing.
Wang Li spoke. Regarding the specific implementation of a game of digital marketing, Wang Li put forward three opinions:
First, we must firmly grasp the connotation and direction of "change and change". The core of Moutai's "change" lies in the fact that the development concept must keep pace with the times, the professional ability must be continuously improved, the efficiency must be changed, and the model must be innovated. Digitalization is an important means of efficiency change and model innovation, and it is also the focus of Moutai's "change". The core of Moutai's "unchanged" lies in the fact that no matter how the times develop, we must always maintain a clear understanding of Moutai's core competitiveness and resolutely maintain the core traditional connotation of Moutai's sustainable development, that is, keep the core of the craftsman spirit unchanged, the cultural connotation of respecting people unchanged, and the essence of traditional skills unchanged. The implementation of marketing digitalization is not only to have model innovation, efficiency change, but also to have a consumer-centric humanistic connotation. By pursuing the ultimate balance between "change" and "unchanged", we continue to promote Moutai to achieve sustainable value creation and lead the digital development of the liquor industry.
Second, we must conscientiously summarize the path and method of "digital exploration". The iMoutai digital marketing platform is the first in the industry, exploring the use of S2B2C online and offline integrated liquor sales model, and innovatively applying blockchain, big data, DID and other technologies to create a new marketing digital scenario, after a year of exploration, the platform has more than 50 million registered users. At the beginning of this year, based on digital twins, blockchain, DID digital identity and other technologies, the "Xunfeng" digital world created with the real scene of "The Source of Maojiu" as the origin tried to integrate new formats of digital and real, creating infinite possibilities for users of "I am endless". Recently, the "MOJT Moqito Cocktail" has been promoted to communicate with the store system and online platform, and organized "Xunyou" online exchanges and interactions and offline meet-and-greets to create new scenes and circle interactions, and open up new product ideas. These are all digital explorations and practices that conform to the consumption trend in the era of digital economy, and it is necessary to summarize experience in a timely manner, continuously create new business models through digital technology, explore new business formats, systematically build an ecosystem that comprehensively reaches terminals, and create Moutai's digital ecological advantages.
Third, we must strive to build a Moutai plan for the digitalization of traditional industries with "the same question and answers". On the one hand, it is necessary to insist on doing a good job in top-level design with system thinking, and marketing digitalization is a long-term and complex system engineering, involving policy, organization, process, technology, data and resource integration. In the process of promotion, we must adhere to systematic thinking, scientific research and judgment, find the right entry point, grasp the key points, grasp the force point, organize various resources, coordinate various tasks, and promote the whole group, dealers and channel providers to work together to form a strong work force. On the other hand, it is necessary to adhere to the problem-oriented planning and implementation path, and enhance the consumer experience in a digital way around the productFocusing on the brand, we use digitalization to solve the accuracy problem of marketing campaign organization and conversion effectFocusing on channels, we will further synergize the channel ecosystem on the basis of i Moutai and XunfengFocusing on terminals, we should do a good job in digital site selection and smooth logistics, capital flow, and digital flow. In accordance with the spirit of the 2024 annual market work meeting of Moutai Group, we must do a good job in digital co-ordination and implement the six chess games in the digital marketing plan. Dealers and channel providers should work together with Moutai to form a joint force of "a game of chess", strengthen their determination to spit out the old and accept the new, maintain their endless confidence, actively integrate into the pattern of Moutai marketing digitalization, and work hard in scene construction, channel upgrading, user operation, digital marketing, etc., and strive to promote the implementation of Moutai's digital marketing game of chess.
Moutai originated from agricultural civilization, rooted in ecological civilization, developed in industrial civilization, and is now actively embracing digital civilization. Wang Li emphasized that in the era of digital civilization, data has become an important production factor for enterprise development, and digital transformation has also become an important strategy of Moutai. Internally, the integration of business and finance will be launched on January 1, 2024, and the transformation of business domain efficiency will be initiated. From the outside of the group, a game of chess on marketing digitalization is a key part of Moutai's digital transformation work in 2024. I hope that everyone will work together with Moutai to work together, take advantage of the trend, accurately grasp the trend of "data consumption", improve the ability of "digital marketing", and promote the "one game of chess" work in the Moutai market to a new level, and work together to create endless beauty with endless self.
Theme sharing. At the meeting, the Digital and Information Management Department of Moutai Group shared "Group Marketing Promotion", and interpreted the overall construction ideas of the group's marketing digitalization from the perspective of six games of chessThe Digital and Information Management Center of Moutai Liquor Co., Ltd. shared "i Moutai Beautiful Life", introducing what i Moutai is, what it does, how it does and how to do it in the futureXunfeng Technology (Guizhou)** shared "Xunfeng Ecology", introducing the relevant situation of Xunfeng Ecology;Luckin Coffee shared "The Digitalization of Luckin Coffee" and introduced Luckin Coffee's experience in digital marketingYijiu Yijiu's "Pay Attention to Every "Chess" and Strive to "Carry Beauty to the End" was shared, introducing the practice of digital marketing and a game of chessQingdao Xinhao and Puyang Chengcheng also combined themselves to share their work experience in a game of chess.
The marketing digitalization of Moutai Group includes a game of chess for brand management, operation control, marketing service, circulation management, financial settlement and platform support. Among them, brand management is the core, operation control is the means, marketing services, circulation management and financial settlement are the pillars, and the platform support is the support, and through unified planning, unified promotion, unified control and unified operation, the digital level of Moutai marketing has been effectively improved.
Leaders of Moutai Liquor Co., Ltd. You Yalin and Xia Xuewen, heads of relevant functional departments and subsidiaries of Moutai Group and Moutai Co., Ltd., distributors and channel representatives attended the meeting.
Editor: Zhang Yingfang, Wang Cheng.
Editor-in-charge: Cai Zhongcheng and Fang Cunfang.