Moutai custom liquor sales reached 279 million yuan, exceeding the half-year plan
Since its establishment two years ago, Guizhou Moutai Personalized Custom Marketing Co., Ltd. has put consumers at the core, continuously meeting consumers' personalized needs, and allowing consumers to enjoy Moutai's high-quality service while savoring Moutai liquor.
The establishment of the Moutai custom liquor marketing company is another major move by the group company to break the inherent model through transformation and reform. Centered on the five core advantages of "quality, integrity, innovation, convenience, and standardization," it takes interpreting the high-grade charm of humanistic Moutai as its mission and meeting consumers' personalized needs as its purpose, providing consumers with their own exclusive Moutai liquor.
In addition to launching commemorative custom liquors each year based on historical culture, special anniversaries, major events, and so on, it also provides personalized and fashionable custom services for Moutai liquor and series liquors of various qualities for global celebrities, enterprises and institutions, and individuals.
It is understood that in the first year after the personalized custom marketing company was established, it customized more than 60 products and achieved sales of 170 million yuan. Moutai's personalized custom liquor also became a hot topic in the industry, setting off a new upsurge in custom national liquor.
In 2015, the Moutai custom liquor company customized nearly 100 products and achieved sales of 310 million yuan. In the first half of 2016, it achieved tax-inclusive sales revenue of 279.0530 million yuan (tax-exclusive sales revenue of 238.5068 million yuan), a year-on-year increase of 227.37%, total profit of 18.7131 million yuan, a year-on-year increase of 140.95%, and taxes (income tax) of 4.6837 million yuan, a year-on-year increase of 140.98%. In 2016, the company's board of directors decomposed its target as reaching 250 million yuan in the second quarter, and the target task has been exceeded.
We also learned that consumers have two choices when customizing. The first is modular customization: choosing the packaging of Guizhou Moutai liquor and sauce-flavor series liquor products, adding customer personalized elements to fixed areas of the packaging, and having Guizhou Moutai Liquor Personalized Custom Marketing Co., Ltd. carry out packaging production. The second is personalized customization: according to their own preferences and requirements (bottle type, color, capacity, personalized information, etc.), customers can choose personalized packaging or separately propose design requirements for the packaging. Guizhou Moutai Liquor Personalized Custom Marketing Co., Ltd. carries out packaging design, and after approval, packaging production begins. All of this allows consumers to experience Moutai custom liquor with a strong exclusive style tailored to them, and high-quality one-on-one service, highlighting the customized taste while also making it a treasured collectible exclusively for them.
Each custom liquor is made to satisfy a specific customer, and throughout the entire customization service, based on complex brewing techniques, unique design styles, and different commemorative meanings, every bottle of custom liquor becomes a unique treasure among liquors, while also becoming a cultural symbol that cannot be passed down. It is precisely Moutai's brand value, the sales guidance of the "nine marketing" approach, and the core customization service integrating "personalized customization, flexible production, and ultimate service" that enable the custom liquor company to advance steadily in the new wave of custom liquor.