Text丨Ling Feng
Rushing out of the country and going to the world has always been the dream of liquor. Whether liquor works or not, you really need to try it in overseas markets.
Since the reform and opening up, famous liquors represented by Moutai, Wuliangye, Fenjiu, Luzhou Laojiao, Jiannanchun, etc., have spared no effort in the expansion of overseas markets, and have made great contributions to the establishment of influence of liquor in the world. In particular, the leading brands Moutai and Wuliangye play the role of anxious pioneers.
With the entry of Moutai, the "first brother of liquor", into the T3 Alliance, the top brands in the world liquor market have completed the triangular closure, marking a closer step for Moutai to build overseas markets, which will have a far-reaching impact on Chinese liquor and global liquor consumption.
In 2011, the Guizhou Provincial Party Committee and the Provincial Party Committee planned a new strategy for Moutai - "to build the world's first brand of distilled spirits". Six years later, Moutai surpassed Diageo in market value and became the "world's No. 1 distilled spirits brand", officially entering the global spirits market. In 2021, Moutai's revenue will exceed the 100 billion yuan mark for the first time, reaching 10619 billion yuan, the status of "the world's first brand of distilled spirits" is becoming more and more stable.
In the past two years, Moutai has continued to make efforts in overseas markets, which has attracted specific attention from world-class spirits. On the night of the Mid-Autumn Festival in 2023, the revenue scale will exceed 380 billion yuan, the average growth rate will be nearly 20%, and the total market value will exceed 3With 3 trillion yuan, Moutai, Diageo and Pernod Ricard, the three global spirits giants, jointly signed the "Consensus on International Cooperation in the Global Spirits T3 Dialogue" in London, England, and the "T3 Alliance" was officially established.
This is the first time in the history of three wine companies from different countries, different histories and different cultures that they have achieved a joint dialogue in London, the largest city in Europe, and opened a new page in the history of the development of the world's leading wine industry.
According to statistics, the global alcohol sales scale in 2022 will be about 74 trillion yuan. Among them, the sales of spirits are as high as 33 trillion yuan, accounting for nearly 45%. T3 accounts for more than 11% of spirits sales, and the growth rate is nearly three times higher than that of the industry as a whole. Such dominance is relatively rare in the economic field, which shows that the global alcohol market is also in the "Matthew effect", and a situation is taking shape.
Here, "Watching Liquor Through the Eyes of Liquor" needs to focus on the analysis of Moutai, the global development of Moutai under the current world liquor market pattern, and the ability of the liquor industry to land overseas under the leadership of Moutai. Among the T3 giants, the current Moutai is one of the late market-oriented operations, the narrowest market, and the lowest influence on global alcohol consumption; However, its strong growth, rapid market fission ability, strong brand charm, and large consumer group have not affected Moutai to become a supergiant in the world's liquor forest.
In 2017, Moutai surpassed Diageo in market value and became the "world's No. 1 distilled spirits brand". In that year, Moutai's revenue was 5821.8 billion yuan, a year-on-year increase of 4981%；The net profit was 2707.9 billion yuan, a year-on-year increase of 6197%, officially entered the explosive period of development.
In 2018, Moutai achieved revenue of 7363.9 billion yuan, a year-on-year increase of 2649%;The net profit was 3520.4 billion yuan, a year-on-year increase of 3000%；In 2019, it achieved revenue of 854300 million yuan, a year-on-year increase of 1601%；The net profit was 4120.6 billion yuan, a year-on-year increase of 1705%。In 2020, it will achieve revenue of 9491.5 billion yuan, a year-on-year increase of 1110%；The net profit was 4669.7 billion yuan, a year-on-year increase of 1333%。
In 2021, Moutai's revenue exceeded 100 billion yuan for the first time, reaching 10946.4 billion yuan, a year-on-year increase of 1171%；The net profit was 524600 million yuan, a year-on-year increase of 1234%。In 2022, Moutai's revenue will reach 12755.4 billion, an increase of 16 percent year-on-year53%；The net profit was 6271.6 billion, an increase of 19 percent year-on-year55%。For six consecutive years, revenue and profit have achieved double-digit growth, and Moutai is full of stamina for development.
You must know that even when the global economy and consumption are deeply affected by the epidemic, the development of Moutai has not been reduced, which is enough to show its position in the industry and market.
Moutai has multiple attributes such as consumption, gifts, collections, and finance, and has become a special commodity among consumer goods. It is not only a hard currency that everyone in the alcohol market yearns for, but also has multiple attributes such as appreciation and gifts. Due to the production capacity problem, there is no doubt that these needs and advantages will also extend to the world market after opening overseas markets in the future. Beijing Dashang Jiao said so.
Indeed, making Moutai popular in the world is the ultimate goal of Moutai brand building. At present, Moutai has formed an alliance with Diageo and Pernod Ricard, and the joint development of the global market by the three giants may be the core measure of the next step.
At the luncheon of the 8th CICC "China Close-up" London Forum, Ding Xiongjun, Chairman of Moutai Group, delivered an English speech, elaborating on "Moutai's Sustainable Value Creation" and answering two questions: "What is Moutai" and "What does Moutai's sustainable development rely on".
Ding Xiongjun said that Moutai adheres to the path of internationalization, which is to "pursue beauty", look forward to mei, and pass on the beauty of Moutai to the world. Regarding Ding Xiongjun's speech, what he saw in "Wine Eyes and Wine" is that Moutai, which is among the world's top liquor brands, is walking on the broad road of building a global market with an attitude of "self-confidence", "self-improvement" and "self-discipline", as well as the pursuit of "ecology", "sustainability" and "beauty".
When introducing Moutai to his European counterparts, Ding Xiongjun summarized it with one "old", two "big", three "strong" and four "excellent", and introduced the overall development of Moutai to his high-quality counterparts in Europe and the United States from four major aspects: historical inheritance, production area products, business conditions and ecological environment, so that they could appreciate the charm and style of Oriental wine.
Kweichow Moutai).The market value reached 310 billion US dollars, the annual revenue exceeded 18 billion US dollars, and the profit was nearly 10 billion US dollars, ranking first in the industry; The core product, Kweichow Moutai, has annual sales of more than 15 billion US dollars, making it the largest single product in the liquor category。This year, with a brand value of US$49.7 billion, Moutai has been ranked first in Brand Finance's 'Global Liquor Brand Value List' for eight consecutive years. ”
Especially when introducing Moutai, Ding Xiongjun showed absolute confidence in Moutai's brand and strength, and brand pride spontaneously arose, which invisibly infected all Moutai people present and strengthened their confidence and determination to conquer the global market.
Regarding corporate governance, Moutai has set the tone for itself as "sustainable development". This is an important manifestation of Moutai's self-discipline. In his speech, Ding Xiongjun elaborated on the "four core potential energy" and "five core competitiveness", and showed the uniqueness and core competitiveness of Moutai to European high-quality liquor merchants to attract partners in Europe and even the world.
A senior industry insider who has been tracking and observing the development of the Moutai brand for a long time pointed out that as a leading brand of liquor, Moutai has developed in overseas markets very early; However, this time it is completely different from the previous state and appearance.
The person pointed out: "This is not the first time that Moutai has made a 'self-introduction' overseas, but it is the most confident and confident one." Moutai is loved by everyone in China, but its export, sales and influence abroad are not large. Today, on the day of the Mid-Autumn Festival, the leaders of Moutai are so proud to 'self-promote' to high-quality liquor merchants around the world, which is a demonstration of brand confidence, category confidence, and cultural confidence, which is the well-being of the entire liquor industry." ”
In recent years, Moutai has taken aesthetics as its corporate philosophy, carried out in-depth aesthetic research, and explored a "five-line" high-quality development path with "Moutai aesthetics" as the value connotation, which has laid a solid foundation and ability for Moutai's sustainable development. At the same time, we integrate ESG concepts into the sustainable development process, and continue to create rich value for the environment, society, and related parties.
In front of the world's top liquor companies, Ding Xiongjun said that the reason why Moutai has been able to achieve today's development achievements is due to "taking into account the interests of many aspects". Moutai insists on forging a community of interests, emotions and destiny with relevant parties such as merchants, distributors, investors, employees, etc., and establishes a "inheritor" mechanism for dealers and a "chain length system" mechanism for merchants, helping many dealers and merchants to grow into industry leaders.
Moutai is a product recognized as beautiful in the world. When talking about Moutai, Ding Xiongjun summarized its characteristics with the word "beauty". This sentence vividly reflects the self-confidence of Moutai's products.
"Wine Eyes" believes that "beauty product" is a comprehensive integrated concept, which includes multiple dimensions such as beauty quality, beauty brand, beauty packaging, beauty culture, beauty consumption, and beauty value. On the road of product construction, "beauty" is the source of Moutai's departure and the end point of Moutai's pursuit, and the value orientation of "beauty" runs through the entire construction of Moutai's product system.
The 'beauty' of Moutai is not only the concrete 'beauty', which gives people material sensory satisfaction, but also the abstract 'aesthetic', which gives people spiritual and emotional pleasure. We insist on taking the road of internationalization, which is to 'pursue beauty, look forward to mei, and pass on the beauty of Moutai to the world.' Ding Xiongjun said.
At present, Moutai products are exported to about 2,000 tons and sold to 64 countries and regions around the world. Ding Xiongjun revealed: Next, Moutai will adhere to the corporate mission of "brewing a better life", strengthen the internationalization strategy, enter more countries and regions, and continue to use Moutai's products and services to meet the world's people's yearning and expectations for a better life, and create a wider range of beauty value.
Written in the last words:
From building the "world's No. 1 brand of distilled spirits", to becoming the "world's No. 1 brand of distilled spirits", to being a member of the "T3 Alliance", it has been recognized by the world's highest-quality and most competitive peers. For Moutai, this process is by no means a simple output superposition, nor a simple network extension, but requires greater improvement in the comprehensive strength of products, brands, channels, marketing, organization, culture, etc., and needs to make the brand popular on a global scale and become a real "world's No. 1 liquor brand".
To achieve such a lofty goal, Moutai must have the following characteristics: it should have more distinctive personality characteristics, cross-cultural affinity, more far-reaching influence, wider acceptance, stronger vitality, a world-class level and model of corporate governance, a scientific research standard and ability that represents the forefront of industry development, and a business ethics and social responsibility that better reflect the moral value of the enterprise.
"Wine Eyes and Wine" believes that in the new era, new situation and new environment, Moutai, as a major country and industry leader, should also have greater corporate wisdom and industry responsibility. From "China's first" to "the world's first", the brand's core competitiveness and cultural influence need to have a qualitative leap, which is the lofty mission that history has entrusted to Moutai people, which is glorious and arduous and must be completed.
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