The brand differences between Maotai and Wuliangye are the first. As far as the brand image is concerned, Maotai obviously gives the market an unusual sense of historical weight and vicissitudes. This is very important for the support of liquor brands. In recent years, high-end liquor brands, such as Shuijingfang, Guojiao 1573, Alcoholic, Centennial Loneliness, Daoguang 25, and Jin Jiannan, which have been put on the market, all take a long sense of history as their core appeal and support points. From this point of view, although Wuliangye also has a long history, it gives the market a sense of historical heaviness and vicissitudes less than Maotai; Secondly, as far as the involvement in historical events is concerned (which is also critical to the brand's popularity and reputation), Maotai has special advantages. Maotai was involved in many important political, military and diplomatic events in New China in the 2th century, which earned it the reputation of political wine, military wine and diplomatic wine. The laurel of "national wine" also came from this. Maotai has thus stepped onto a high-end platform that makes other brands of liquor difficult to reach. Wuliangye, on the other hand, failed to get such a historical opportunity to show its elegance; Thirdly, Maotai is more mysterious. A long history, a rare historical opportunity, frequent appearances in major political, military and diplomatic events, and a special geographical environment have combined to show the unusual mystery and feeling of Moutai. Comparatively speaking, the mystery of Wuliangye is not so strong. This rich mysterious color and feeling contains a huge room for brand value expansion. Of course, whether it can be fully utilized depends on how to explore, integrate and extend it; Fourth, on the other hand, Wuliangye has done better than Maotai in the combination of history and modernity. Also with a long history, Wuliangye Group seems to have not deliberately gone to the thick pen and heavy color to render and appeal. Maybe I think we should find another way. Through advertising and other marketing means, Wuliangye is trying to create a huge, powerful, dynamic and modern image of "Brewing Empire". Fifth, the popularity of Luzhou-flavor liquor has made Wuliangye brand in the market. Wuliangye not only occupies half of the high-end liquor market, but also provides a broad world for its family brands to quickly seize various grades of market segments. At most, Wuliangye's family brand has multiplied to nearly 1! Its dozen major brands, each with annual sales of over 1 million yuan. Maotai, on the other hand, is limited by such factors as long brewing period, high cost and taste of maotai-flavor liquor. Besides the sales of maotai with different degrees and different years are better, the sales of maotai-flavor brand products such as moutai prince liquor and maotai welcome liquor are not satisfactory at present. Luzhou-flavor liquor accounts for 8% of the national famous wines in previous years. Strong brands and general brands of liquor are mainly Luzhou-flavor. Under the pressure of the mainstream liquor consumption, Maotai Group proposed to build Guizhou Xijiao Distillery, which has the brewing capacity of 15, tons of Luzhou-flavor liquor, into the Luzhou-flavor liquor production base of Maotai Group. It is necessary to make full use of the support of Maotai brand and focus on launching Maotai liquor in order to create a world in Luzhou-flavor liquor market. Achieve the combination of sauce (fragrance) and thick (fragrance), and combine the two swords to dominate the world.