Kweichow Moutai Company Limited: The Unparalleled Socialist Luxury Brand

The aim of this study is to identify different impressive strategies that Kweichow Moutai Company Limited (Kweichow Moutai) has implemented to counter various difficulties and obstacles, but also scrutinizing reasons that made Moutai as successful as the “National Liquor” of China. The path of Kweichow Moutai was not all plain sailing. In fact, they have faced many hardships along the way. Nevertheless, they still persevered with their business and overcame hurdles blocking their success. Although the anti-corruption campaign in 2013 has beaten the whole spirit industry, Kweichow Moutai has managed to maintain their position and become one of the World's 500 Most Influential Brands recently. Actually, their success in overcoming the hard times can be attributed to their timely and appropriate strategies and decisions, such as 1. Price Reduction, 2. Rebranding and Expanding the Market, 3. Enriching Product Mix and 4. Setting up E-commerce and Establishing Global Cooperation. We envision Moutai to be the best liquor brand soon, supported by their continuous improvements, strategic policies, and product quality as well as rarity. We hope our research will be useful to all companies in Asia under abrupt political changes. KCI Citation Count: 0