As the future of Moutai in China becomes more and more worrying, Maotai manufacturers are trying to increase brand awareness overseas. Maotai is known as China's national wine. It has a very high degree and the price is even higher.
In terms of market value, China Kweichow Moutai Distillery Co., Ltd. is one of the largest listed brewers in the world. The company proudly announced at a news conference on Tuesday that its production of small batches of Moutai won a gold medal in the recent World Spirits Competition 2012, defeating about 70 manufacturers from more than 30 countries. . The World Spirits Competition is held once a year and is a blind test wine tasting contest.
Liu Zili, general manager of Guizhou-based Guizhou Maotai Group, said that winning is an important step toward gaining a bigger share in the international market. He also said that he and the company’s executives are working with partners to expand the distribution network and increase brand awareness globally. He said that some people still couldn't stand the taste of this sorghum-flavored spirit wine a few years ago, and now liquor began to win their favorite.
Liu Zili said that the rise of Maotai represents the rise of China.
However, almost no one in China seems to be concerned about whether the Moutai brand will expand internationally. On the contrary, everyone’s eyes are staring at the domestic market. At home, many critics doubt whether the rise of Maotai represents the prevalence of corruption in China.
According to a statement by the Chinese government, Chinese Premier Wen Jiabao announced earlier this week that it will ban the use of public funds to purchase high-end tobacco and alcohol. Although Wen Jiabao did not specifically mention Maotai, the company’s stock price has been falling sharply since his speech was announced. As of midday on Wednesday, Kweichow Moutai’s share price has fallen by nearly 7% to around RMB 200 per share.
For decades, Chinese government officials have been one of the main consumer groups of Maotai. In 1972, during a famous visit to China by Richard Nixon, the then President of the United States, Chinese leaders gave him Maotai.
A bottle of 500 ml standard bottled maotai is priced at RMB 1,500 to RMB 2,000 (US$239 to US$317), driven by demand from high-level official meetings or banquets for Maotai. According to the Hurun Report, a wealth research firm headquartered in Shanghai, Maotai has become the fourth-largest luxury brand in China, second only to Louis Vuitton, a subsidiary of Louis Vuitton (LVHM SA). ), Hermes Group and BMW AG.
Local Chinese media reported that the image of Moutai became a symbol of abuse of public funds by government officials, highlighting that the Maotai brand has brought honor and shame to China.
Kweichow Moutai executives did not attend the press conference held at Diaoyutai State Guesthouse on Tuesday. Liu Zili did not have time to answer questions from reporters.
The fate of the company in China is still unknown. In 2011, China’s Guizhou Moutai Distillery Co., Ltd. realized a net profit of RMB 8.76 billion (approximately US$1.39 billion), a year-on-year increase of 73%; and sales revenue of RMB 18.4 billion, a year-on-year increase of 58%.
According to market research company Euromonitor International, the demand for Moutai in the world is still very small, and the market share is negligible. Kweichow Moutai has cooperated with the French wine company Camus La Grande Marque and has been selling products on the international market since 2004. Currently, its products are sold in 4,000 duty-free shops worldwide.
In an international market where government officials are not the main buyers, the average price of a bottle of 370 milliliters of Maotai is US$130.
In terms of market value, China Kweichow Moutai Distillery Co., Ltd. is one of the largest listed brewers in the world. The company proudly announced at a news conference on Tuesday that its production of small batches of Moutai won a gold medal in the recent World Spirits Competition 2012, defeating about 70 manufacturers from more than 30 countries. . The World Spirits Competition is held once a year and is a blind test wine tasting contest.
Liu Zili, general manager of Guizhou-based Guizhou Maotai Group, said that winning is an important step toward gaining a bigger share in the international market. He also said that he and the company’s executives are working with partners to expand the distribution network and increase brand awareness globally. He said that some people still couldn't stand the taste of this sorghum-flavored spirit wine a few years ago, and now liquor began to win their favorite.
Liu Zili said that the rise of Maotai represents the rise of China.
However, almost no one in China seems to be concerned about whether the Moutai brand will expand internationally. On the contrary, everyone’s eyes are staring at the domestic market. At home, many critics doubt whether the rise of Maotai represents the prevalence of corruption in China.
According to a statement by the Chinese government, Chinese Premier Wen Jiabao announced earlier this week that it will ban the use of public funds to purchase high-end tobacco and alcohol. Although Wen Jiabao did not specifically mention Maotai, the company’s stock price has been falling sharply since his speech was announced. As of midday on Wednesday, Kweichow Moutai’s share price has fallen by nearly 7% to around RMB 200 per share.
For decades, Chinese government officials have been one of the main consumer groups of Maotai. In 1972, during a famous visit to China by Richard Nixon, the then President of the United States, Chinese leaders gave him Maotai.
A bottle of 500 ml standard bottled maotai is priced at RMB 1,500 to RMB 2,000 (US$239 to US$317), driven by demand from high-level official meetings or banquets for Maotai. According to the Hurun Report, a wealth research firm headquartered in Shanghai, Maotai has become the fourth-largest luxury brand in China, second only to Louis Vuitton, a subsidiary of Louis Vuitton (LVHM SA). ), Hermes Group and BMW AG.
Local Chinese media reported that the image of Moutai became a symbol of abuse of public funds by government officials, highlighting that the Maotai brand has brought honor and shame to China.
Kweichow Moutai executives did not attend the press conference held at Diaoyutai State Guesthouse on Tuesday. Liu Zili did not have time to answer questions from reporters.
The fate of the company in China is still unknown. In 2011, China’s Guizhou Moutai Distillery Co., Ltd. realized a net profit of RMB 8.76 billion (approximately US$1.39 billion), a year-on-year increase of 73%; and sales revenue of RMB 18.4 billion, a year-on-year increase of 58%.
According to market research company Euromonitor International, the demand for Moutai in the world is still very small, and the market share is negligible. Kweichow Moutai has cooperated with the French wine company Camus La Grande Marque and has been selling products on the international market since 2004. Currently, its products are sold in 4,000 duty-free shops worldwide.
In an international market where government officials are not the main buyers, the average price of a bottle of 370 milliliters of Maotai is US$130.
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