Southeast Asia Information Port News (www.dnyxxg.com) – On December 28th, the 2026 Guizhou Moutai National Distributors' Conference was held in Guiyang, with the theme "Adhering to a Consumer-Centric Approach and Comprehensively Promoting the Market-Oriented Transformation of Moutai Marketing." The conference summarized the marketing achievements of 2025 and deployed the work for 2026, aiming to unify thinking, build consensus, and promote marketing work to a new level.
Chen Hua, Secretary of the Party Committee and Chairman of Moutai Group, attended and delivered a speech. Wang Li, Deputy Secretary of the Party Committee and General Manager, presided over the meeting. Relevant leaders of the Group and the listed company, external directors, independent directors, and more than 1,500 distributor representatives from across the country attended the meeting. Notably, this was the first time since its inception in 1999 that the conference had invited all channel distributors to attend – a truly "reunion" event.
Chen Hua pointed out that 2025 was a crucial year for Moutai's marketing efforts. With the concerted efforts of all parties, the company successfully stabilized its market position and strengthened its development community, laying the foundation for high-quality development. He emphasized that the primary task for 2026 is to promote the market-oriented transformation of marketing. The core is to grasp the "timing" and "momentum," and to effectively manage the "market" and "tasks," adhering to the principles of marketization, rule of law, and scientific approach. This will be achieved through online and offline synergy, resulting in precise targeting, stable pricing, improved channels, and upgraded services, ultimately building a supply-demand matching structure.
Regarding specific tasks, Chen Hua put forward two requirements: First, recognize the challenges and opportunities of the liquor industry's deep adjustment period, strengthen market confidence, and encourage distributors to shift from "passive" to "active" sales, expanding new customer groups and scenarios; second, achieve breakthroughs in three aspects: "stabilizing the market, revitalizing channels, and optimizing services," dynamically balancing distribution volume, optimizing channel structure, improving consumer experience and anti-counterfeiting capabilities, while simultaneously building a "clean and close" manufacturer-distributor relationship and solidifying a community of shared destiny.
Wang Li emphasized three points regarding the implementation of the meeting's spirit: First, optimize the product structure and pricing system to ensure a balance between supply and demand, and between volume and price; second, implement differentiated policies for channel development, strengthen incentives and constraints, and promote collaborative innovation to enhance channel resilience; third, promote the transformation from "selling products" to "selling a lifestyle," extending brand value through service, meeting consumers' triple value needs, and building consensus among manufacturers and distributors.
Zhang Xu, member of the Party Committee and Deputy General Manager of Moutai Co., Ltd., delivered the 2025 market report, reviewing work achievements and interpreting the 2026 market policies, proposing to focus on market-oriented transformation and leverage the collaborative advantages of manufacturers and distributors to promote high-quality development. The meeting also recognized outstanding channel partners and individuals in 2025, awarding prizes such as the "Moutai Love Award" and the "Through Thick and Thin Award."
Before the meeting, attendees visited the exhibition to gain a deeper understanding of Moutai's measures and achievements in brand building, market-oriented transformation, and cultural dissemination. Heads of relevant departments of Moutai Group and Moutai Co., Ltd., as well as members of the sales company's leadership team, participated in the meeting.
