Case Analysis on the Marketing Environment of National Liquor Moutai When it comes to the national liquor Moutai, Chinese people have a special feeling

In 1915, Moutai represented China’s national industry and commerce in the Panama International Exposition and won the Honor, it has since become one of the three most famous distilled spirits in the world, establishing the status of Chinese liquor in the world, and establishing itself as the supreme Chinese liquor

After the founding of New China, Moutai was identified as " "National Liquor", Moutai, which has always been the leader in Chinese liquor, is also famous at home and abroad for its unique role in the Geneva Conference, the establishment of diplomatic relations between China and the United States, and the establishment of diplomatic relations between China and Japan

Reform and Opening Up Since then, Moutai Distillery has achieved rapid development and won many international honors from 1985 to 1994

Moutai Distillery became the first among similar enterprises in the country to enter the ranks of national super-large enterprises

(1) China Kweichow Moutai Distillery Group China Kweichow Moutai Distillery Group, China Kweichow Moutai Distillery (Group) Co., Ltd., is one of the 22 provincial modern enterprise system pilot enterprises identified by the Guizhou Provincial Government

In July 1996, the Guizhou Provincial Government approved the restructuring of Kweichow Moutai Distillery into a wholly state-owned company and changed its name to China Kweichow Moutai Distillery (Group) Co., Ltd. At the same time, an enterprise group was established with the company as the core enterprise and Named China Kweichow Moutai Distillery Group

The only national first-level enterprise in the national liquor industry, a national outstanding enterprise (Golden Horse Award), the first national well-known trademark, and one of the most well-known enterprises in the country

Kweichow Moutai, together with Scotch whiskey and Cognac, is listed as the world's three most famous liquors

Since winning the International Gold Medal at the Panama International Exposition in 1915, it has won the International Gold Medal 14 times in a row and won the " Asia Star", "International Star" packaging award, export advertising first prize, has been the first in all national famous wine competitions, and is the national wine of the People's Republic of China

The company is located in Beijing, Shanghai Mei, Hainan, Shenzhen and other places are respectively engaged in cross-industry operation and management such as hotel industry, packaging material manufacturing, domestic and foreign trade; they have developed 43% (V/V), 38% (V/V), 33% (V/V ) Moutai, Handi Moutai, Moutai Queen, Moutai Bulao, Kweichow Chun, Kweichow Special Chun, Moutai Chun and other series of products have formed a new pattern of multi-product development, diversified operations, and diversified development. Various economic and technological The indicators all showed double-digit growth

In 1994, the quality management of Moutai Distillery passed the GB/T19002-IS09002 quality system certification at one time, taking the lead in the liquor industry to integrate with international quality standards; in 1995, in the United States At the famous wine tasting event to commemorate the 80th anniversary of the Gold Medal of the Panama World Expo, Moutai once again won the first place in the Special Gold Medal

(2) Survive on quality and achieve benefits through management. After the reform and opening up, like many other traditional brands, Moutai has encountered the problem of how old brands can keep up with the new situation of rapid development. The first is how to treat product quality

On the issue of product quality, Moutai has determined and adhered to the principle of "quality first, promoting quality with quality" Under the guidance of this policy, Moutai people interpret "quality" from three aspects: 1. Quality is the long-term benefit of the enterprise

The leadership team maintains a high degree of awareness of this

Moutai is a world-famous liquor and China's national liquor. Since it won the gold medal at the Panama International Exposition in 1915 , has always been a "rare thing to live in" in the domestic and overseas markets, and "the emperor's daughter has no worries about getting married." Especially in the market economy, under the golden sign of Moutai, as long as the company is willing to increase production, it means that it can increase benefits at any time

However, Ji Keliang, secretary and chairman of the group's party committee, and Yuan Renguo, general manager, said: "Faced with various temptations from the market, Guoliu people have always been clear-headed

The reason why Moutai has won the gold medal for nearly a century The fundamental reason why it has created such market credibility is that it has outstanding quality

Wine is the scent of old wine. If you are short-sighted and throw away this fundamental to kill the goose that lays the eggs, you will undoubtedly end up with the opposite. Ruining the long-term benefits of the enterprise

” 2. Quality comes before output, efficiency and

Development speed

Strong quality awareness has been infiltrated in the blood of every Chinese winemaker

In the past 20 years, the production capacity of Moutai Group has increased from less than 1,000 tons to more than 5,000 tons. , the regulations that products must go through a brewing and cellaring cycle of more than 5 years before leaving the factory, and the corresponding quality veto system are implemented to the letter

The quality of every process and link must be in line with the national standards. Liquor and the status of "China's No. 1 Liquor"

When there is a conflict between output, efficiency, development speed and quality, they must all be subordinated to quality

Moutai Distillery relies on Modern scientific instruments, from auxiliary materials, raw materials, semi-finished products to finished products; dozens of projects must be scientifically and rigorously analyzed and inspected to ensure that each project meets the product quality requirements

At the same time, Without losing the unique skills of evaluating Moutai liquor that have been formed and taught in long-term practice, we use the traditional method of "seeing the color with the eyes, smelling the aroma with the nose, and tasting the taste" to test the quality of the product based on human sense organs

The combination of agency scientific testing methods and expert tasting techniques is like a double insurance for Moutai quality testing

3. The stability and improvement of quality require innovation

Moutai people attach great importance to the introduction and innovation of advanced quality management methods and means

As early as the mid-1980s, Moutai Distillery introduced Japanese The comprehensive quality management method has changed the long-term management method that mainly relied on masters to control quality. All employees have participated. After all employees have been trained, operating procedures and operating techniques have been standardized, so that quality has been comprehensively improved

Continued In the mid-1980s, the total quality management method was promoted. In the 1990s, it passed the IS09000 international standard product and quality assurance system certification, and established an effective quality inspection system based on the characteristics of the company

To date, the group We have always insisted on conducting internal quality audits on a quarterly basis every year, and actively accept audits from authoritative quality assurance agencies every year

The production process has basically become a mechanized and modern operation; at the same time, it has played the role of a technology center and extensively updated scientific research management. equipment, intensify the transformation of scientific and technological achievements, and provide a solid foundation for the stability and improvement of product quality

(3) Timely change of concepts Since 1997, new changes have taken place in the liquor market structure, forming With the coexistence of multiple flavors, multiple ages, different alcoholic contents, and different types of wine, and various brands competing and fiercely fighting under the same roof, the production of my country's alcohol industry has also entered an unprecedented period of major adjustment of product structure. Beer, Wine and other industries are developing rapidly and are very popular

A number of peer companies have suddenly emerged, catching up from behind, and their output and efficiency have jumped to the forefront of similar companies; at the same time, consumer consumption habits have also changed, and traditional liquor production is facing severe challenges Challenge