Maotai Liquor Dealers Meeting Held: Deepening The Reform Of Marketing System And Striving To Become One Of The World'S Top 500 Enterprises In The 14Th Five Year Plan Period

By Dai Shijin

"In 2020, the brand value of Maotai will continue to grow, its ranking will continue to rise, its enterprise management will be more refined and its governance will be more effective, which will promote Maotai Group to exceed its annual target and successfully end the 13th five year plan In 2021, we will spare no effort to build a new marketing system with standardized, efficient and high-quality, and start a new journey of high-quality development. " In the early winter, Maotai Town, regarded as the "wind vane" for the development of Chinese liquor industry, was officially announced.

On December 21, the national distributor Association of Guizhou Maotai liquor in 2020 was held in Maotai auditorium as scheduled. The theme of this conference is "be as loyal as ever, be confident in a new journey, forge ahead hand in hand; build a solid foundation only by encouraging new high quality", more than 500 dealers and media representatives from all over the country gathered together to draw a blueprint for Maotai liquor market during the "14th Five Year Plan".

Due to the epidemic prevention and control, although the attendance of Guizhou Maotai Liquor's 2020 national Dealer Association is the smallest in recent years, the new signal that Maotai will "build a new marketing system and open up the market work of Maotai liquor during the 14th five year plan" has attracted the attention of the industry once again.

Gao Weidong, Secretary of the Party committee and chairman of the Maotai Group and chairman of the board of Maotai Liquor Co., Ltd., delivered a speech; Li Jingren, deputy secretary of the Party committee and general manager of the Maotai Group and acting general manager of the Maotai Liquor Co., Ltd., delivered a speech; Zhang Ruibin, an external director of the Maotai Group; Zhuo machai rang, member of the CPC Committee, Secretary of the Discipline Inspection Commission, and inspector general of the provincial supervision commission in Maotai Group; and Yang Daiyong, member of the Party committee and deputy general manager, Liu Daneng, member of the Party committee and deputy general manager; Gao Shan, member of the Party committee and deputy general manager; Duan Jianhua, member of the Party committee and general counsel of Maotai Group; Wang Li, chief engineer of Maotai Group; Zhong Zhengqiang, Liu Gang, Wang Xiaowei and you Yalin, retired leaders of Maotai Group, Ji Keliang, Ding Dehang and Dai Chuandian, retired leaders of Maotai Group, attended the meeting. The meeting was presided over by Gao Shan, member of the Party committee and deputy general manager of Maotai Group.

In his speech, Gao Weidong, Secretary of the Party committee of Maotai Group, chairman of the board of directors of Maotai Liquor Co., Ltd., pointed out in his speech that under the extraordinary situation of the outbreak of Xinguan epidemic situation, Maotai should adhere to the arrangement of overall epidemic prevention and control and economic and social development of the provincial Party committee and the provincial government, firmly grasp the epidemic prevention and control, orderly organize the resumption of production and market, effectively ensure the supply and stability of the city, and achieve "zero diagnosis" and "zero suspicion" ”In 2020, the market of Maotai liquor will be stable and better, the market layout will be more hierarchical, the marketing service will be more warm, the reform and development will be more effective, and the same heart and morality will be more responsible. The achievements are worthy of recognition and enthusiasm.

On the morning of the 22nd, A-share liquor shares rose sharply, and Guizhou Maotai set a new record, approaching 1900 yuan. By the end of the day, Guizhou Maotai rose more than 2% to 1881 yuan / share, with a total market value of 2362.9 billion yuan.

The opening ceremony of Guizhou Maotai liquor 2020 national Dealers Association. Information map

Successfully completed the 13th five year plan

The year 2020 is a very extraordinary year. The epidemic situation at the beginning of the year has brought different degrees of impact on all walks of life in China. Maotai has also been impacted and affected in the early stage of production and operation. However, the information revealed at the conference shows that in 2020, Maotai won the double victories of epidemic prevention and control and enterprise development, and successfully completed the end of the 13th five year plan.

In order to resume the market of Maotai liquor in 2020, Gao Weidong, Secretary of the Party committee and chairman of the board of Maotai Group and chairman of the board of Maotai Liquor Co., Ltd., used the four words of "stabilizing and tending to be better", while the layout of 2021 was "stabilizing the word", which ran through the marketing system of Maotai. "Keep rational and sober, unswervingly maintain stability and promote development." Gao Weidong said that development is the hard truth, and stability is also the hard truth. We should grasp both development and stability.

The outbreak of Xinguan epidemic affected the development of the whole liquor industry, and Maotai was also impacted and affected in the early stage of production and operation. Under such a background, Maotai not only achieved "zero diagnosis" and "zero suspicion", but also achieved business performance against the trend. Only from the main economic indicators of Guizhou Maotai from January to September, revenue and profit have exceeded the established target of 10%.

According to reports, this year, Maotai has made great efforts to prevent and control the epidemic situation, orderly organize the resumption of production and market, and effectively ensure the supply and stability of the city.

At the dealers' meeting, Gao Weidong elaborated on the six stabilities of Maotai, including stable foundation, stable quality and stable policies, so as to promote stable market, stable price and stable development.

In addition to continuing to provide high-quality products for the market and consumers, Maotai will maintain the continuity of the contract signing policy, adjust and optimize the product sales policy appropriately, speed up the construction of intelligent marketing, do a good job in the whole process of supply, production and marketing with high efficiency and seamless connection; take stable market as the guidance, scientifically plan as a whole, grasp the delivery rhythm, and promote market balance.

"We will take strict and practical measures to promote the stability of the market and price, so as to meet the needs of consumers to the greatest extent." Gao Weidong said.

The relationship between manufacturers should be stabilized. "All along, dealers are important partners and valuable wealth of Maotai, and they are the key link to connect consumers." Gao Weidong said that dealers must have a higher position and thinking, correctly grasp the relationship between immediate interests and long-term interests, operate legally and in accordance with regulations, and standardize and orderly management.

Marketing system has always been Maotai's "sharp knife company" and "key attack team". Gao Weidong called "dealers" and "salesmen" the backbone of Maotai's high-quality development.

At the meeting, Maotai asked dealers to be doers to promote development, good partners for win-win cooperation and practitioners to fulfill their responsibilities, and strive to cultivate high-quality "inheritors of century old stores" who abide by rules and have ability.

At the dealer meeting on the same day, all dealers took a collective pledge of integrity. 121 units and individuals won the excellent dealer, advanced dealer, excellent dealer of 43 degrees Maotai liquor, excellent dealer Association, excellent inheritor Work Department, cultural Maotai construction and Innovation Award, wind and rain canoe award, loyal Maofen award, and excellent salesman respectively. Four of them also won new clubs Contribution award of the association responsibility.

It is reported that the sales company will organize "dealers" and "salesmen" in batches to receive warning education in Maotai anti-corruption education center, build a clean defense line, keep vigilance at all times, and maintain the relationship between "pro" and "Qing" manufacturers, so as to provide a strong guarantee for the sustained, stable and healthy development of Maotai.

Building a new marketing system and implementing unbalanced centralized investment

"Unite forces, implement precise policies, and strive to build a standardized, efficient and high-quality new marketing system." Gao Weidong delivered a speech at the 2020 National Association of distributors of Guizhou Maotai liquor.

"The market layout is more hierarchical, the marketing service is more warm, the reform and development is more effective, and the sense of solidarity is more obvious." These are the four harvest of Maotai in 2020 described by Gao Weidong.

"Sauce wine fever" continues to rise, consumer quality and brand awareness rise, home consumption experience of drinking good wine gradually become the first choice. In Gao Weidong's view, these are the advantages and opportunities of Maotai.

Maotai liquor continues to lead the boom of soy sauce liquor, and Maotai has been taking the initiative in the market for a long time. The implementation of unbalanced centralized investment throughout the year, that is, according to the marketing hot spots, cycles and prominent holidays, precise launch will become the marketing highlight of Maotai in 2020.

Specifically, Maotai continued to make efforts in social channel management and control, accurately launched and controlled the sales rhythm; increased self-management efforts, added self-supporting outlets, optimized the way customers buy wine, strictly controlled product flow, squeezed the survival space of "scalpers", and strictly prevented market speculation and scalping; vigorously expanded terminal consumption channels such as e-commerce, supermarkets and stores, and implemented flat sales to alleviate supply and demand Contradictions, comprehensive measures to promote market stability, price stability.

As for the current social channels, self operated channels and e-commerce channels of Maotai, Gao Weidong said that the complementary effects among the three channels have not been fully revealed, the problem of poor consumption experience needs to be solved, the leading ability of Maotai liquor is not fully played, the brand development is unbalanced and insufficient, and the overall efficiency and comprehensive benefits are not fully reflected.

According to reports, Maotai will continue to deepen the reform of marketing system, continuously consolidate the foundation of social channels, and accelerate the construction of self operated and supermarket e-commerce channels with the aim of meeting terminal consumption. It will promote the e-commerce channels of supermarkets and supermarkets to become an important part of precise sales, stable market and price, and balance supply and demand, so as to form a good complementary and coordinated development with social channels and self support system Good situation.

In the context of consumption upgrading, quality service is also the highlight of marketing in Maotai. Maotai adheres to the principle of "customer-oriented", with front-end service, high-quality service, precise sales, and active innovation and change. Marketing service has created new texture and brought new experience.

According to reports, Maotai has taken such measures as "booking to purchase liquor", "returning the hat for purchase" and "exchanging empty bottles" to make the terminal purchase more convenient and intimate; it has explored new consumption scenarios such as "cloud gathering" and "cloud drinking" to make the marketing mode more diversified and functional.

At the meeting, Gao Weidong also praised that some dealers changed their "business operators" to "professional merchants", took the initiative to walk out of the office buildings, actively face-to-face close to consumers, and do a good job in quality service.

Gao Weidong, Secretary of the Party committee and chairman of Maotai Group and chairman of Maotai Liquor Co., Ltd., delivered a speech. Information map

Ensure "a good start" in the first quarter and accelerate the research and development of anti cattle system

With the arrival of new year's day and Spring Festival, Maotai will usher in a new round of sales peak season. Maotai hopes that the dealers will maintain the consistent integrity, abide by the law and standardize the operation, take "price stability" as the current focus of work, and take effective measures to maintain the market order and stability.

Gaoshan, a member of the Party committee and deputy general manager of Maotai Group, revealed at the meeting that the sales company will do a good job in the sales of the new year's day and the Spring Festival, accurately serve the consumers, and do a good job in the marketing work in the first quarter, so as to ensure that the first quarter can achieve "red opening".

Li Jingren, deputy secretary of the Party committee and general manager of Maotai Group and acting general manager of Maotai Liquor Co., Ltd., expects Maotai manufacturers to work together with their peers, continue to plough deep into the market, do high-quality, deep culture and excellent service, work hand in hand to achieve win-win results, and contribute more to the good start of the "14th five year plan" development.

At the meeting, Gao Weidong asked the dealers to resolutely put an end to hoarding sales, transferring sales and selling at high prices, consciously maintain a good market order and marketing image, do more work to lay a foundation and benefit the long-term, build a closer relationship between the community of interests and the community of common destiny, realize win-win cooperation and promote common development.

For the "high price", "disguised high price" and other acts of disturbing the market order, Maotai clearly released the signal of "strike hard" at the meeting.

Maotai will simultaneously follow up the market inspection, inspection and third-party investigation and other regulatory measures, and establish and implement the system mechanism of rewards and punishing the poor and the survival of the fittest. We will seriously rectify and deal with behaviors that disrupt market order, such as "high prices" and "disguised high prices.".

It is reported that Maotai self-supporting companies should continue to innovate marketing means, and at the same time take into account the "effect" and "efficiency", and improve the quality and level of supply. Among them, Gao Weidong especially mentioned speeding up the research and development of the anti scalper system, saying that Maotai, by means of big data, has become more and more clear about the "cattle mark" of yellow cattle in many marketing systems. Although the telephone numbers reserved for some are different, the IP addresses behind them are the same. From the depth of Maotai booking hot spots, some are concentrated in the eastern towns. Some also buy and resell college students' ID cards.

"These abnormal behaviors are undoubtedly exposed in the era of big data analysis, so we need to strengthen joint prevention and control in the later stage. We should establish an interactive mechanism, collect market "first-hand" information in a timely manner, and firmly grasp the initiative in work. " Gao Weidong said.

He said that in the face of rapidly changing market competition, Maotai should actively cater to the market trend and actively seek innovation and change. Multi channel complementary advantages, give full play to brand effectiveness, make products more vitality, brand more dynamic balance, and achieve a higher level of supply and demand dynamic balance.

Deepening culture and service

"Based on the optimization of product layout, accurately positioning Maotai brand camp products, targeted marketing, improving brand construction communication strategy, and enhancing the core competitiveness of the brand." This is also a practical measure that Maotai is about to take.

It is reported that Maotai will adopt local policies and launch different products. In areas with high market maturity and consumption capacity, Maotai will accurately identify and market, adjust and optimize the sales of zodiac, boutique and aging products to reflect the market value. At the same time, it will support the general distributor to strengthen management and brand, so as to ensure that Maotai brand always maintains a strong market leading ability.

In the post epidemic era, new consumption concepts, consumption scenarios and consumption patterns are constantly upgrading, and "culture" and "service" are still two important engines driving Maotai's development.

"We should adhere to the innovation of culture and service concept, build a bridge to communicate with the public, cultivate and gather loyal fans, so as to obtain more extensive value recognition." Gao Weidong said.

The unique River Valley culture, the traditional culture of respecting the origin and Tao, the excellent and extreme ingenuity culture, and the hard-working red culture are the excellent cultural attributes of Maotai. The inheritance and dissemination cannot be separated from the real analysis.

Maotai clearly put forward that efforts should be made in the training of cultural masters, tasters and Centennial store inheritors, innovate in the form of tasting meeting, reading meeting and exchange meeting, improve the carriers such as three generation exclusive stores, cultural experience centers and clubs, and practice in the marketing process and enterprise management, so that the majority of consumers and loyal Maotai powder can see, feel and feel the charm of Maotai.

Service, is Maotai has been committed to, service dealers and consumers. Maotai will take the initiative to provide front-end services and coordinate and guarantee efficiently, so that dealers can feel the "comfort" and "sense of belonging" at home. At the same time, all channels of Maotai should ensure that they can be bought, purchased at a low price, and have good service, extend the service to the "last kilometer" of terminal consumption, provide service guarantee throughout the whole life cycle of products, realize the refinement, quality and branding of services, sell liquor to real consumers, continuously consolidate old customers, cultivate new consumption, and further expand the circle of friends.

The dealer stepped into the venue. Information map

The goal of the 14th five year plan: to build Maotai into one of the world's top 500 enterprises

Due to the epidemic situation and the complex and changeable economic and political environment, the world is facing a great change that has not happened in a century, and the domestic economy is also facing new opportunities and challenges. Facing the new situation and new tasks, Gao Weidong said that next year is the first year of the 14th five year plan. Guizhou Maotai will adhere to the requirements of high-quality development and implement the whole process of production management and marketing around the strategic goal of "striving to build Maotai into the first world top 500 enterprise in the Province".

He stressed that based on the new development stage, it is necessary to take the initiative to integrate into the new development pattern, focus on the development plan of Maotai Group during the 14th Five Year Plan period, adhere to the principle of "stability" and "reality", take deepening the structural reform of the supply side as the main line, adhere to the three lifelines of "quality, safety and ecology", and focus on improving the quality and efficiency of market work We will continue to focus on the key points, make up the weak points, strengthen the foundation, and take various measures to release the powerful effectiveness of the new marketing system.

As the opening year of the 14th five year plan, Gao Weidong also put forward new requirements for the marketing of Maotai liquor in 2021. He pointed out that we should unswervingly maintain stability and promote development, promote market stability, price stability and development stability with stable foundation, stable quality and stable policies; we should do our best to improve quality and efficiency, actively cater to market trends, complement each other's advantages in multiple channels, give full play to brand effectiveness, and achieve a higher level of dynamic balance of supply and demand; we should adhere to the innovation of culture and service concepts, and build a communication platform with the public Bridge, cultivate and gather loyal fans, in order to obtain more extensive value recognition.

"Looking forward to 2021, we will jointly stand at a new starting point of the 14th five year plan and start a new journey of high-quality development." Li Jingren, deputy secretary of the Party committee and general manager of Maotai Group and acting general manager of Maotai Liquor Co., Ltd., said in his speech that he expected the manufacturers to go in the same direction, actively integrate into the new development pattern, seize the opportunity of domestic circulation, and stimulate new vitality in the consumption upgrading in the post epidemic era; he expected the manufacturers to continue to cultivate the market, do high-quality, deep culture and excellent service, and expect manufacturers to work together We will work together to achieve win-win results and make greater contributions to a good start to the development of the 14th five year plan.

Capital market praises Maotai

On the morning of the 22nd, A-share liquor shares rose sharply, and Guizhou Maotai set a new record, approaching 1900 yuan. By the end of the day, Guizhou Maotai rose more than 2% to 1881 yuan / share, with a total market value of 2362.9 billion yuan.

On December 22, Guoxin Securities released a research report after the next day of the national Dealers Association of Guizhou Maotai liquor in 2020. The company successfully completed the 13th five year plan goal in 2020 and won the double victories of epidemic prevention and enterprise development. The current work focus on price control and market normalization and ensuring a good start in the first quarter, which is expected to be implemented smoothly under the background of low channel inventory and booming supply and demand Now, 2020 is the year of Maotai infrastructure construction and the end of the 13th five year plan. The overall development of the company is relatively stable. From 2021, the company will enter a new period of development during the "14th five year plan". On the basis of deepening the reform of channel system and product structure adjustment, it will achieve high-quality development and make great strides forward.

The company's investment suggestions: the short-term company has a good start in the first quarter with high certainty, and high-quality development in the first year of the "14th five year plan" in 2021 is worth looking forward to. In the medium and long term, Maotai is still scarce. Relying on its leading position, high channel price differential safety cushion, product and channel structure adjustment and base liquor production expansion, the company will maintain the status of both volume and price rise in the medium and long term, and enjoy the valuation premium with high performance certainty.

Huafu Securities believes that the moat of Maotai is deeper than that of a century old brand history and high-end quality. The history of Maotai liquor can be traced back to 800 years ago. The process is complex, it takes five years from brewing to leaving the factory. The yield of high-quality liquor is as high as 90%, which makes the product structure better than the high-end Luzhou flavor liquor restricted by cellar age. High quality wine lays the foundation for high brand value. Stable industry leader, stable operation, stable dividend and high dividend.

The company believes that in the past decade, Maotai has maintained positive growth even in the downturn period of the industry, basically completed its performance as planned and operated steadily. In the past three years, the company's dividend rate is as high as 50%, which is generous to investors. The company's direct sales proportion has a strong sustainability, and the sales of series of wine are likely to be driven by the popularity of soy sauce wine, and the company's future performance is still expected to surprise. In recent years, thanks to the popularity of Maotai flavor, dealers reported that the series of liquor began to make profits, "two wheel drive" may be realized.