The word "stable" is the head, and the word "real" is the bottom.
Through this meeting, Maotai made it clear that around the "14th Five-Year Plan" development plan, it should pay close attention to the annual objectives and tasks, adhere to the word "stability" as the first priority and the word "reality" as the base, take the deepening of supply-side structural reform as the main line, adhere to the three lifelines of "quality, safety and ecology", focus on improving the quality and efficiency of market work, continue to focus on key points, make up shortcomings, strengthen the foundation, and take multiple measures simultaneously.
1
The word "stable" is the first.
When the Maotai market resumed in 2020, Gao Weidong, Party Secretary and Chairman of Maotai Group and Chairman of Maotai Liquor Co., Ltd., used the word "striving for excellence in stability", and the layout of 202 1 was "striving for the first place in stability", which ran through the marketing system of Maotai.
"Be rational and sober, and unswervingly maintain stability and promote development." Gao Weidong said that development is the last word, and stability is also the last word. We should emphasize both development and stability.
The performance in 2020 is "going against the trend"
The 13th Five-Year Plan ended successfully.
2020 is an extraordinary year. The epidemic situation at the beginning of the year has brought different degrees of influence to all walks of life in China. Maotai has also been impacted and influenced in its early production and operation, but the information revealed by the conference shows that in 2020, Maotai won the double victory of epidemic prevention and control and enterprise development, and successfully completed the "Thirteenth Five-Year Plan".
The outbreak of COVID-19 epidemic affected the development of the whole liquor industry. However, it is in this context that Maotai not only achieved "zero diagnosis" and "zero doubt", but also achieved a contrarian rise in operating performance, which is commendable. Only from the main economic indicators of Kweichow Moutai from June 5438 to September, the revenue and profit have exceeded the established target 10%.
The two festivals will stabilize the market and stabilize the price.
Ensure a good start in the first quarter of next year.
According to reports, Maotai has done three things this year, effectively preventing and controlling the epidemic, organizing the resumption of production and sales in an orderly manner, effectively ensuring supply and stabilizing the market.
At the dealer conference, Gao Weidong expounded the six stability, stable foundation, stable quality and stable policy of Maotai, which promoted stable market, stable price and stable development.
In addition to continuing to provide excellent products for the market and consumers, Maotai will maintain the continuity of the signing policy and appropriately adjust and optimize the product sales policy; Accelerate the construction of smart marketing and do a good job of efficient and seamless connection in the whole process of production, supply and marketing; Guided by stabilizing the market, we should make scientific overall plans, grasp the pace of launching and promote market balance.
"Promote' stabilizing the market and stabilizing prices' with strict and practical measures to meet the needs of consumers to the maximum extent." Gao Weidong said.
With the approach of New Year's Day and Spring Festival, Maotai will usher in a new round of sales season. Maotai hopes that dealers will keep their integrity and abide by the law, standardize their operations, focus on "stabilizing prices" and take effective measures to maintain market order and stability.
At the meeting, Gao Weidong asked dealers to resolutely put an end to property hoarding, transfer sales and high-priced sales, consciously maintain a good market order and marketing image, do more basic and long-term work, build a closer relationship of interests and destiny, achieve win-win cooperation and promote common development.
Li, deputy secretary and general manager of the Party Committee of Maotai Group and acting general manager of Maotai Co., Ltd., expects Maotai manufacturers to work with their peers to continue intensive cultivation, deepen the market, improve quality, deepen culture and provide excellent service, and work together for a win-win situation, making greater contributions to the development of the "14 th Five-Year Plan".
When Gao Shan, member of the Party Committee and deputy general manager of Maotai Group, presided over the meeting, he revealed that the sales company will do a good job in New Year's Day and Spring Festival sales, accurately serve consumers, and do a good job in marketing in the first quarter to ensure a "good start" in the first quarter.
12 1 units and individuals won awards.
The backbone of Maotai's high-quality development
Stability is also reflected in the relationship between manufacturers. "Dealers have always been an important partner and valuable asset of Maotai and a key link to connect consumers." Gao Weidong said that dealers must correctly grasp the relationship between immediate interests and long-term interests with a higher position and thinking, operate legally and in compliance, and standardize and orderly management.
The marketing system has always been Maotai's "sharp knife company" and "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 to win cooperation and practitioners to fulfill their responsibilities, and strive to cultivate a team of high-quality "century-old shop inheritors" with strict discipline and excellent ability.
It is reported that the sales company will organize "dealers" and "marketers" to receive warning education in Maotai Integrity Education Center in stages, build a clean defense line, always be vigilant, maintain the relationship between "pro" and "inexpensive" manufacturers, and provide a strong guarantee for Maotai's sustained, stable and healthy development.
The year of 2020 is a decisive year for getting rid of poverty and a year of epidemic. Maotai dealers not only contributed to winning the epidemic prevention and control, but also deeply supported Maotai to fully support Daozhen to consolidate poverty alleviation achievements, which was widely recognized and praised by all sectors of society.
In Li's view, dealer friends are actively close to the market, take the initiative to provide intimate service, and become "cultural propagandists" and "service practitioners".
To this end, at the dealer conference that day, all dealers took the oath of collective integrity, and 1 18 units and individuals won the excellent dealer, advanced dealer, excellent dealer association, excellent inheritor's work department, cultural Moutai construction innovation award, share weal and woe, loyal wool powder award and excellent salesman respectively, among which four dealers also won new social responsibility contribution awards.
2
The word "real" is the bottom.
The theme of Gao Weidong's speech at Kweichow Moutai 2020 National Distributor Conference is "Concentrate on our efforts, make precise decisions, and strive to build a standardized, efficient and high-quality new marketing system". In fact, whether it is the product release plan or the market order control, this conference conveys the "real" main tone.
Deepen the structural reform of the supply side
Implement unbalanced centralized delivery
"The market layout is more hierarchical, marketing services are more temperature-sensitive, reform and development are more fruitful, and ideological unity is more important." These are the four major gains of Maotai in 2020 elaborated by Gao Weidong.
Maotai continues to lead the maotai-flavor wine craze, and it has been "hard to find a bottle" for a long time in the market, and Maotai is constantly taking the initiative to attack. The implementation of unbalanced centralized delivery throughout the year, that is, accurate delivery according to marketing hotspots, cycles and prominent holidays, has become the marketing highlight of Maotai in 2020.
Specifically, Maotai continues to exert its efforts in the overall management and control of social channels, accurately delivering and controlling the sales rhythm; Strengthen self-operation, add self-operation outlets, optimize the way customers buy wine, strictly control the flow of products, squeeze the living space of "yellow cattle" and prevent market speculation; Vigorously expand terminal consumption channels such as e-commerce, supermarkets and stores, implement flat sales to ease the contradiction between supply and demand, and comprehensively promote market stability and price stability.
In the context of consumption upgrading, quality service is also the highlight of Maotai marketing. Maotai insists on "customer-centered", focusing on front desk service, high-quality service and precise sales, actively innovating and seeking change, and marketing service has created a new texture and brought new experience.
According to reports, Maotai has taken measures such as "making an appointment to buy wine", "returning the hat" and "exchanging empty bottles" to make it more convenient and intimate for the terminal to buy wine. Explore new consumption scenarios such as "cloud gathering" to make marketing methods more diversified and functional.
Using Big Data to Accelerate the Research and Development of Anti-scalping System
Severely crack down on acts that disrupt market order.
Regarding Maotai's current social channels, self-operated channels and supermarket e-commerce channels, Gao Weidong said that the complementary effects among them have not been fully revealed, and the problem of poor consumption experience needs to be solved urgently. Maotai's leading ability has not been fully exerted, its brand development is not balanced, and its overall efficiency and comprehensive benefits have not been fully reflected.
According to reports, Maotai will continue to deepen the reform of the marketing system, continuously consolidate the foundation of social channels, and accelerate the construction of self-operated and commercial e-commerce channels with the starting point and foothold of satisfying terminal consumption; To promote the e-commerce channel in Shang Chao to become an important part of accurate sales, stable market and price, and balanced supply and demand, and form a good situation of complementary and coordinated development with social channels and self-operated systems.
"Maotai-flavor wine fever" continues to heat up, consumer quality and brand awareness rise, and the experience of buying good wine at home has gradually become the first choice. In Gao Weidong's view, these are the advantages and opportunities of Maotai.
He said that in the face of ever-changing market competition, Maotai should actively cater to market trends and actively seek innovation and change. Multi-channel advantages complement each other, give full play to brand efficiency, make products more vital and brands more dynamic, and achieve a higher level of dynamic balance between supply and demand.
At the conference, Maotai clearly released the signal of cracking down on market order such as "sky-high price" and "sky-high price in disguise".
Maotai will simultaneously follow up market inspections, inspections, third-party investigations and other regulatory measures, and establish and implement the system and mechanism of rewarding the superior and punishing the inferior and eliminating the fittest. Seriously rectify and deal with behaviors that disrupt market order, such as "high prices" and "disguised high prices".
It is reported that Maotai's self-operated companies should continue to innovate marketing methods, and at the same time give consideration to "effect" and "efficiency" to improve the quality and level of supply. Among them, Gao Weidong specifically mentioned speeding up the research and development of anti-scalper system, saying that Maotai has become more and more aware of the "cattle standard" of scalpers in many marketing systems by means of big data. Although some reserved phone numbers are different, the IP addresses behind them are the same.
"These abnormal behaviors are undoubtedly exposed in the era of big data analysis, so we will strengthen joint prevention and control in the later stage. Establish an interactive mechanism, collect market' first-hand' information in a timely manner, and firmly grasp the initiative in work. " Gao Weidong said.
Optimize product structure layout
Precision marketing and in-depth cultural services
"Based on optimizing product layout, accurately positioning Maotai brand camp products, carrying out targeted marketing, improving brand building communication strategies, and enhancing brand core competitiveness." This is also the practical measure of Maotai's efforts.
It is reported that Maotai will accurately identify and market products in areas with high market maturity and consumption power, adjust and optimize the sales of products such as zodiac, fine products and aging, and reflect the market value; At the same time, support the general distribution to strengthen management, make excellent brands, and 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 for Maotai to drive product structure optimization and brand development.
"We must persist in the innovation of culture and service concept, build a bridge to communicate with the public, cultivate loyal fans and gain wider value recognition." Gao Weidong said.
Unique river valley culture, traditional culture that adheres to principles, excellent and extreme ingenuity culture and enterprising red culture are the outstanding cultural attributes of Maotai, and the inheritance and dissemination cannot be separated from real analysis.
Maotai has made it clear that efforts should be made to train cultural teachers, tasters and inheritors of century-old shops, and innovative tasting meetings, reading meetings, exchange meetings and other forms should be made, which should be perfected in three-generation specialty stores, cultural experience halls, clubs and other carriers, and practiced in the marketing process and enterprise management, so that consumers and loyal hair fans can see, touch and feel the charm of Maotai.
Service is what Maotai has been committed to. Maotai will take the initiative to serve first, 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 the availability, low price and good service, extend the service to the "last mile" of terminal consumption, provide service guarantee for the whole life cycle of products, realize refined, quality and brand service, sell the wine to people who really consume, continuously consolidate old customers, cultivate new consumption and further expand the circle of friends.
Text/Ma Jianzhong Dai Jinshi