Moutai expanded its production capacity by another 20,000 tons, but closed 80 small distilleries, and the monopoly controversy was revealed
The expansion of Moutai's production and the closure of small distilleries in Moutai City are not a monopoly strategy.
Moutai Town, the birthplace of Chinese soy sauce liquor, is famous for the liquor brewed by Moutai and has achieved great success. The evolution of Moutai is a microcosm of the history of Chinese liquor. However, the recent ban on microbreweries in Moutai has sparked a lot of controversy, with some saying that this is to seize more of the market and thus create a monopoly situation. However, a deeper investigation shows that Moutai had no intention of gaining its monopoly position in this way.
First of all, most of the small liquor shops that have been shut down are small workshops without licenses, producing substandard liquor, as well as counterfeit liquor. Small and medium-sized brewing enterprises take poor quality as the main mode of operation, which infringes on the interests of the majority of customers. Although the rectification action in Moutai Town has closed down more than 600 small and medium-sized wineries, it has also greatly protected the legitimate rights of consumers, and at the same time restricted the emergence of some small wineries that are shoddy and deceive consumers.
Secondly, the closure of the microbrewery is also good for the image of Moutai Town. The special feature of Moutai Town is that in addition to its special production methods and recipes, it is also closely related to the unique natural conditions and water resources of Moutai. Moutai Town is located on the bank of the Chishui River, and the high-quality water source of the Chishui River is directly related to the brewing process. However, in order to save money, some unlicensed distilleries did not set up sewage pipes, but discharged them into the Chishui River, which seriously affected the ecological environment of the region and the long-term healthy development of the region's liquor industry. In order to beautify Moutai and protect the water quality of the Chishui River, it is very necessary to shut down a number of illegal microbreweries.
Overall, expanding production capacity and shutting down Moutai is not an exclusive development strategy of Moutai Group. The original intention of this move is to protect the interests of customers, but also to protect Moutai's ecology and brand image.
Expand the profound connotation of Moutai brewing.
Moutai is a leading enterprise in China's soy sauce and liquor industry, and has always been highly valued by people. Since the production of Moutai cannot meet the needs of the market, Moutai Group has taken corresponding measures in order to improve the production capacity of Moutai.
Increasing the output of Moutai is not only to meet the needs of consumption, but also the key to ensuring the quality and price of Moutai. Moutai is popular for its rarity, high quality, and has long been a high-quality wine. As the demand for Moutai continues to rise, the selling price of Moutai is also rising. In order to prevent the market from "overheating", the national liquor "Moutai" has taken measures such as expanding production capacity and increasing supply to stabilize its **.
Another profound meaning of Moutai's development is to meet the growing market needs. With the continuous growth of consumers, the demand for high-end red wine is also increasing. At the same time, Moutai's representation in China's premium liquor market has also been strengthened. Moutai will continue to increase its production scale to better meet the consumption needs of Moutai and increase its market share, thus making it a leader in the world liquor industry.
Moutai City's reflections on the closure of microbreweries.
The closure of the small brewery in Moutai City was not done by Moutai Group alone, but was jointly made by Moutai City and relevant units. The ban on small breweries in Moutai City is to maintain the healthy development of the local beer industry and safeguard the legitimate rights of the masses.
The closure of microbreweries is an important step in regulating and entering the beer industry. Alcohol is a special product with a high yield. The banning of small brewing enterprises without licenses and geographical restrictions is conducive to improving the overall competitiveness of the brewing industry.
Secondly, the closure of small workshops is also out of consideration for safeguarding the interests of consumers. Due to the influence of their own economic factors, some small and medium-sized wine merchants disregard the quality and customer needs, and produce a large number of low-quality liquors. This not only makes users suffer huge economic losses, but also poses a great threat to users' health. Moutai City's ban on small and medium-sized liquor farms will curb illegal liquor farms and protect the legitimate rights of the broad masses of the people.
In general, the expansion and shutdown of Moutai's production capacity is not only to safeguard the legitimate rights of the masses, but also to maintain the ecology and beer industry of Moutai. Moutai is not to be a monopoly, but to maintain the quality and price of products according to the changing market needs. Moutai Liquor and Moutai Town Liquor will make persistent efforts to bring better wine and better products to the masses.