The greatest annual event for Moutai’s overseas “family members” is the much-anticipated “homecoming” — the Moutai Overseas Distributors Conference.
In pursuit of their roots, many dedicated individuals who have worked tirelessly to promote Moutai abroad long to return to its “hometown” — Moutai Town. This small town, filled with the rich fragrance of sauce-aroma baijiu, has for centuries preserved the secrets of Moutai. Here, they can truly experience the most authentic national liquor culture.
Mr. Yun Weilong, as the exclusive distributor of Moutai in Singapore, was invited to attend the conference. He led the marketing and publicity team to Moutai Town to participate in this international event.。
Themed “Let the World Fall More in Love with Moutai, Let Moutai Spread Its Fragrance Worldwide,” the conference welcomed representatives from 104 distributors across 66 countries and regions, as well as over 300 media professionals, to share experiences, exchange insights, and plan for future growth.
A Deep Dive into Moutai Culture
During the conference, the delegation visited production workshops and the Moutai Cultural Center to gain a firsthand understanding of Moutai’s unique craftsmanship, revisit its rich history, and immerse themselves in its cultural heritage. This comprehensive experience broadened their perspectives and reinforced their role in advancing Moutai’s international strategy.
袁仁国：
做好三个“结合”，让茅台阔步走向世界
Mr. Yuan Renguo, Chairman of Moutai Group, emphasized three key approaches:
- Combine “Going Global” with “Bringing In” to unlock new growth potential.
- Integrate Market Expansion with Service Excellence to stimulate marketing vitality.
- Blend Brand Building with Cultural Promotion to enhance Moutai’s global appeal.
He noted that with global economic integration, Chinese baijiu is poised to expand worldwide. As the most valuable Chinese baijiu brand, Moutai must seize the “Belt and Road” initiative, expand its overseas influence, and strengthen its internationalization strategy.
李保芳：海外市场也要“双轮驱动”
坚持“十三五”目标不能变
Mr. Li Baofang, Party Secretary and General Manager of Moutai Group, highlighted that the overseas market has grown rapidly from nothing into a significant presence, with notable achievements. He summarized three features: a difficult start but fast development; broad coverage with deep reach; and certain imbalances and insufficiencies.
He stressed five key points:
Build a stronger international team.
Adhere to the unchanged “13th Five-Year Plan” goal — overseas sales to account for about 10% of total sales by the end of the plan.
Implement a “dual-wheel drive” approach — diversify product offerings to meet varied consumer needs, expand export scale of series liquors, and balance overseas and domestic markets.
Cultivate the next generation of overseas “Moutai successors.”
Strengthen the establishment of overseas offices.
At the conference, Mr. Yun Weilong joined Moutai leaders for group photos, handshakes, and toasts, symbolizing a shared vision for future collaboration.
The air was filled with the rich aroma of Moutai, and the warmth of hospitality flowed like fine liquor. Amid the golden autumn sunlight in Moutai Town, representatives from 66 countries and regions gathered together, united in friendship and shared purpose.
This was not only a grand business conference but also a heartfelt cultural homecoming.
We look forward to a brighter and more prosperous future for the Moutai Specialty Store in Singapore!