When it comes to luxury goods, the first thing that people think of must be Chanel, LV and other international brands. These brands have never come to a conclusion about luxury goods in China. Some experts believe that it is most likely in the field of liquor or mahogany, because they have some characteristics such as long history, technical inheritance and exquisite craftsmanship. Moreover, we can also see the trend of luxury goods in the storm of price increase of liquor round after round.
Maotai has become a luxury, which is actually a realistic development and a need for future development. In the World Luxury Association, the chief representative of my representative office once said that if Kweichow Moutai wants to apply for luxury goods, it is mainly because foreign retail channels have not recognized Maotai as a high-end liquor at present, because Maotai will enter the international market as a luxury goods.
So why did Maotai become the representative of high-end consumer goods? This is because Moutai is addictive and has social attributes, and it has been constantly strengthening the stickiness of the brand.
The upper shadow line indicates that the more liquor you drink, the more you want to drink. Once you drink high-grade liquor, you don't want to drink D-end any more. For example, if someone drinks Maotai before a dinner, and the next drink is Wuliangye or LU ZHOU LAO JIAO CO.,LTD shares, then the guests will definitely not be very happy, because this will lower their expectations.
The social attribute is that there are many people who drink liquor, so you can't say that a person drinks liquor by himself. Generally speaking, when drinking liquor, everyone drinks it together. The more people drink it, the more Moutai will become a social condiment. When you are doing things, family gatherings and business talks, you need to drink. And according to China's profound culture, relatives also drink. If you can't drink, you will be easily isolated.
Since 2000, there have been three rounds of late-night calls for high-end liquor in China. From 2000 to 2007, the liquor industry needed high-end efforts, and there were many high-end brands. From 2008 to 12, the price of high-end liquor continued to rise, and a few enterprises also formed a monopoly competition pattern. 13- 16, high-end liquor is in the adjustment stage. At present, the market share of Maotai has exceeded 60%, and it has been significantly ahead of Wuliangye and LU ZHOU LAO JIAO CO.,LTD.
Moutai has been with New China for 60 years, and became attached to the Red Army in 1930s. It's a special wine for state banquets. In addition, Maotai's unique production technology and special production environment, such as the persistent quality of the microbial community in Maotai Town for decades, have also created the image of Maotai's high-end liquor. In fact, when drinking Maotai, there is not only wine, but also a feeling, which is also integrated into Maotai.