The Successful Strategy of Kweichow Moutai in the Chinese Market

Abstract

The current Chinese alcohol market has been paid more and more attention because of the growing youth population and surging disposable incomes. Kweichow Moutai is one of the most powerful Baijiu brands in China, which occurs in more than 60% of China's Baijiu market. Exploring and evaluating the factors that affect the position of Moutai is important as helps it maintain its advantages. This research aimed to identify the factors that influence the unique brand value of Moutai by using qualitative analysis. The relationship between Marketing mix theory and Brand loyalty had been evaluated as explore the unique brand value of Moutai. Meanwhile, the strengths, weaknesses, opportunities, and threats (SWOT analysis) had also been identified to analyse the internal and external environment of Moutai. This research concluded that accurate brand positioning and strong brand value are the advantages of Moutai, which lead to the dominant position in China alcohol market. Furthermore, there were still some recommendations that have been given to help Moutai maintain its position within the changing wants and needs of consumers.