Brand, as an intangible asset of an enterprise, is the solid foundation for the long-term development of the enterprise, and responsibility is the “golden sign” of the long-term development of the brand.
The sales network of Lai Mao Liquor, a Maotai-flavor wine produced in Moutai Town, Kweichow, has spread all over the country like stars. Since 2018, the cross-border cooperation with the Badminton World Federation has given Laimao wine wings to fly. 194 Laimao badminton venues have sprung up like mushrooms after a rain, which has not only greatly enhanced the reputation of Laimao wine in the hearts of badminton enthusiasts. Thanks to its reputation, it won the third prize in the 22nd Guizhou Province Enterprise Management Modernization Innovation Achievement Award, and won the title of the most popular brand. Behind all these achievements is Laimao Liquor Industry’s profound practice and unremitting pursuit of the three words “responsibility.”
Enterprise and society, brand and responsibility, are closely connected and complementary to each other. Guizhou Laimao Liquor Co., Ltd. knows that brand is not only synonymous with products, but also the transmitter of social responsibility. Since returning to Moutai Group ten years ago, while relying on more than 28,300 Yijie convenience stores to rapidly expand across the country, Laimao has paid more attention to the cultivation of dealer teams, the improvement of consumer reputation and the construction of the employee team, using practical actions to interpret the company’s mission Responsibility and responsibility make brand value more and more prominent over the years.
In cultivating the dealer team, Laimao Liquor Industry has devoted great efforts with a strong sense of responsibility. Through a series of measures such as Maotai Xiang cultural experience tours and special trainings, dealers not only consolidated the brand foundation, but also mastered the essence of market operations, realizing the transformation from “knowing what is happening” to “knowing why it is happening”. The rapid expansion of the sales network and the steady growth of the dealer team have laid a solid foundation for the brand building of Lai Mao Liquor.
Laimao Liquor Industry also spares no effort in building its workforce. Through comprehensive training that tempers character, shapes character, and cultivates habits, the overall quality of employees has been significantly improved. In-depth teaching of internal courses and job rotation training in front and back offices allow employees to continue to grow in actual work, providing a solid talent guarantee for the company’s long-term development.
If responsibility is the basis for deepening brand building, then building consumer trust is the key for companies to improve their market competitiveness. After Laimao Liquor was officially launched on the market in 2015, it has held more than 1,000 tastings, including large, medium and small tastings, boutique tastings, outdoor tastings, special tastings, and authenticity tastings. The diversified forms of Hui and others allow consumers to rediscover the taste in their memories, feel the ingenuity of Laimao liquor that insists on inheriting traditional craftsmanship, and regain consumer reputation. As time goes by, the flower of trust blooms quietly in the hearts of consumers and becomes the most valuable asset of Laimao Liquor Industry.
In terms of product research and development, Laimao Liquor Industry has always adhered to the consumer-centered approach, segmented consumer groups, and successively launched inheritance, Duanqu/Chuanxi, Yiyi Gongjiang, Jinzun, Zodiac, and World Badminton Federation Commemorative Products according to market demand. A series of products such as wine cover the sub-high-end price range and meet the needs of different consumers. Against the background of increasingly fierce competition in the liquor stock market, Laimao Liquor Industry has stood out and won the favor of many consumers with its excellent product quality and unique brand charm.
From product to quality, from quality to brand, from brand to responsibility, from responsibility to trust, Laimao Liquor Industry has achieved gorgeous transformation at every step of the way. In 2015, the company won the “Influential Business Model of the Year Award”. In 2017, Laimao Liquor achieved outstanding results with sales volume exceeding 2,000 tons, a year-on-year increase of 192%, and was awarded the “Huazun Cup Top Ten Most Growing Brands in China”. In 2020, Laimao Wuhan’s public welfare collective wedding project won the “Excellent Marketing Case Award” in the Yellow Crane Award Commercial Advertising Competition. In 2023, the Dandelion Awards awarded Lai Mao the Silver Award in the Brand Communication Category of the 10th China Innovation Communication Awards and the Silver Award in the Global Marketing Category of the 10th China Innovation Communication Awards. The acquisition of these honors is the best affirmation of Laimao Liquor Industry’s brand building and sustainable development strategy.
Ten years after returning to Moutai Group, looking back on the past, we may also find that Laimao’s entire development process is more like a magnificent epic. From 1929, Guiyang businessman Zhou Bingheng founded “Hengchang Winery” in Maotai Village, to 1941, Guiyang Lai Yongchu took over and renamed it “Hengxing Winery”, and then in 1953, Maotai Winery took over “Hengxing Winery” , officially changed its name to “Kweichow Moutai Distillery”, and registered and applied for the Laimao trademark in 1988 and was approved to register and enjoy the exclusive rights to the trademark. Laimao’s success was not achieved in a day, but by adhering to responsibilities and responsibilities over time and over time. negative trust, thereby achieving continuous upgrading of brand building.
Looking forward to the future, Guizhou Laimao Liquor Co., Ltd. will continue to adhere to the concept of equal emphasis on brand building and sustainable development, use practical actions to interpret the company’s responsibilities and responsibilities, and win the trust of more consumers. From standardized operation to active practice, from deeply exploring brand value to promoting sustainable development, Laimao Liquor Industry will continue to write its own glorious chapters, so that the word “trust” will always shine in the long river of time.
Editor in charge: Li Yue
